Immersive Room
5.1 multi-sensory speakers
May 2017CONDUCT YOUR MARKETING STUDIES
in a multi-sensory immersive room

The Lab in the Bag
The Story
2014
Repères opens a «The Lab in the Bag» department, dedicated to the creation of innovative testing tools and
environments
Filing of patent for a mobile sensory isolation cabin: «My sensory laboratory, where I want, when I want, in
two hours»
2015-2016
First prototypes of a mobile multi-sensory immersive room
2017
Filing of a patent for a «Sensory chamber and multi-immersive device»
Creation of the Start-up, “The Lab in the Bag”, a Repères spin-off
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

Immersive Room
1. Choose the environment
Café, night club, office ... / sea, mountain,
countryside, town...
2. Adjust the sensory parameters
Visual, sound, smell, touch (hot, cold, wind, mist, smoke,
atmosphere lighting)
3. Immerse your audience in the experience
A BREAKTHROUGH INNOVATION
The first multi-sensory immersive device
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

HOW
it works
• Emission of non-persistent odours and/or essential oils
• Emission of wind, light mist and smoke
• High-quality sound
• All effects are synchronized with the video image
• Atmosphere/mood lighting
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

HIGHLY FLEXIBLE
5.1 Immersive with external envelope
#Installation proposal for the “Mots Libres”
book and writing festival in Courbevoie
1/4CONFIGURATION
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

HIGHLY FLEXIBLE
Installation of immersive systems in existing spaces
2/4CONFIGURATION
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

HIGHLY FLEXIBLE
Immersive loudspeakers with screens
3/4CONFIGURATION
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

HIGHLY FLEXIBLE
Immersive loudspeakers with VR
4/4CONFIGURATION
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

IMMERSIVE SPACES
A «playground» for businesses
• Experiments
• Brainstorming
• Show room
• Experiential marketing
• Show room
• Well-being, relaxation
STUDIES
INNOVATIVE
R&D
MARKETING
SALES
RETAIL
CORPORATE
HR
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

Examples of study protocols...
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

USE IN A MARKETING STUDY
Testing of Alcohol-free Beers by AgroParisTech - Repères
February 2017 - 240 participants
• Demonstration of PRODUCT * ENVIRONMENT interaction
• Neutralization of effects related to the time of tasting (e.g. morning/evening)
• Stronger emotional involvment of participants through immersive sessions
SENSORY CHAMBER NIGHT CLUB IMMERSION BEACH
SILVER TROPHY
Experiential innovation
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

POTENTIAL USES
First area of application
More realistic observation
Create/recreate an environment
in a realistic manner
Offer more reliable data
Adjust sensory factors and measure
their impact
Adjust the setting-time:
• Different environments / times of day
• Speed up time
• Create a stress effect
Second area of application
Ensure standardization
Third area of application
Vary experiential factors
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

RECREATING MOVEMENT
• Travel by public transit (limited time, noise, restricted space etc.)
• Travel by car
• Sport: walking, jogging, cycling (accessories: walking/running/cycling treadmill etc.)
IN PLACES WITH A HIGH SENSORY CHARGE
• Night club (noise, lighting, other people etc.)
• Beach (brightness, heat etc.)
• Stadium, concert (noise, crowding etc.)
TESTING MOBILE
USAGE
1/3EXAMPLE
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

TESTING LAYOUT / ATMOSPHERE /
CUSTOMER EXPERIENCE
• Successive visits with different layouts in POV
• Measurement of impact of signage (eye tracking / post visit
debriefing)
TESTS OF SCRIPTED INTERACTIONS
• POV trail with different points of contact
• Dynamic virtual interaction (forthcoming: video game engine and
augmented reality)
• Interaction with an “actor” in the room
STUDIES
OF SALES ENVIRONMENTS
2/3EXAMPLE
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

EXPERIENTIAL STIMULI:
• Visit a place in different countries / in different seasons / at different historical times
• Immersive moodboard
BRAINSTORMING
3/3EXAMPLE
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

Tell us about other immersive experiences
you would like to create
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

THE LAB
in the Bag
Project team
François Abiven
Repères CEO
27 years experience in marketing studies
Expert in product testing protocols
f.abiven@reperes.net
Florian Jarrot
R&D Project Manager
Double Masters in Design and Marketing
Winner of the 2015 Sustainable Design Award
Prototyping, 3D visualization, web communication
f.jarrot@reperes.net
Jérôme Gachet
The Lab in the Bag Production Director
Planning and equipping of spaces
Inventor of the Multi-sensory Chamber
j.gachet@reperes.net
STUDIES IN MULTI-SENSORY IMMERSIVE ROOMS

The Lab in the Bag
Designer of multi-sensory immersive experiences
Repères, 20 rue Bouvier, 75011 Paris - France
+ 33 (0) 1.60.96.87.83 // contact@thelabinthebag.com
www.thelabinthebag.com
®