The space offers several zones that recreate everyday settings—a metro ride, a street walk, a café, home, and workplace. The entire laboratory is equipped with specialized cameras and sensors that capture users' facial expressions—a neural network tracks and analyzes emotions during product testing, while results and data can be reviewed in dedicated rooms.

The central zone is an amphitheater with a media panel on a rotating platform. The curved screen provides full immersion—its shape makes displayed images volumetric and realistic. The media panel also complements the amphitheater during presentations, discussions, and other events.

The laboratory continues the theme of Alfa-Bank's phygital offices—conceptual high-tech spaces for client interaction. The spirit of the future is reflected not only in cutting-edge technologies but also in the materials used—luminescent walls, liquid metal, and glass panels with perforated patterns create a futuristic atmosphere, complemented by circadian lighting that simulates natural daylight.