LDF 2011: The Sweet Shoppe

Sweet Shoppe by Campaign and the Future Laboratory; photography by Hufton Crow

The doors are now closed on Campaign and The Future Laboratory's collaborative pop up store, Sweet Shoppe. Open for business for two weeks during the London Design Festival 2011, they created a one-off interactive installation exploring ideas about the future of retail.

Sweet Shoppe by Campaign and the Future Laboratory; photography by Hufton Crow

Guests were met by the shop keeper on entry, who seemingly knew all about them through online social research prior to the appointment - even though they are total strangers in the real world. Guests were then taken on a tour of the Shoppe while the specially trained staff monitored the verbal and gestural-based choices visitors made as they walked round, thus being able to work out what sort of person they were. From this detailed analysis of each consumer they were able to alter their experiences to suit them best and offer them their ideal sweet at the end.

Sweet Shoppe by Campaign and the Future Laboratory; photography by Hufton Crow

One of the many guests to leave bemused by the experience said, "Have you ever met someone who seems to know you better than you know yourself, who is able to charm you, connect with you and interact on your terms?" he said. "It’s certainly a fascinating glimpse into how shopping might be about to become a whole different experience, and one which companies should sit up and take note of."

Sweet Shoppe by Campaign and the Future Laboratory; photography by Richard Install

The Future Laboratory is a a trend forecasting, bespoke research and brand innovation consultancy. Read more about Campaign's projects to date in our previous post.