An ‘island of the future’ that gathers the best technologies to improve products, the new Alfa Research Center by IND architects in Moscow is an innovative space that tests the user experience of marketing, IT, and UX researchers.
The concept aims to capture the daily realities of life, be it a subway ride, walk down the street, relaxing in a café or at home. The office in its entirely is permeated with special cameras and sensors that capture the facial expressions of the building users.
Neural networks allow for tracking and analysis of emotions during product testing. Within the lab, there is the opportunity to ride an electric scooter as if on the street, sit in a subway train during rush hour, or work from the table of a cafe with a garden. The diverse experiences and responses allow experts to gather data and develop their products more effectively.
At the centre of the research zone is an amphitheatre with a media panel on a spinning platform. Thanks to its curving shape, the screen provides a fully immersive experience for the user.
The space also reflects the spirit of the future not only with the latest technology but also with interior finishes that include luminous walls, liquid metal and glass panels with a perforated pattern. This is complemented by circadian lighting that imitates natural daylighting.