The space offers several zones that recreate the everyday atmosphere - a subway ride, a walk down the street, a cafe, home and work. The entire lab is permeated with special cameras, sensors that capture users' facial expressions - a neural network allows you to track and analyze emotions during product testing, and you can look at the results and examine the data in special rooms.

In the lab you can ride an electric scooter like in the street, sit in a subway (and even recreate the situation during the rush hour), work at a table in the cafe area with greenery. All these zones allow you to provide a versatile experience, which in turn will allow professionals to collect more data and more effectively develop their product.

The central zone is an amphitheater with a media panel on a rotating platform. The screen provides full immersion for the user - thanks to the curved shape the displayed image is three-dimensional and realistic. Also media panel complements the amphitheater during presentations, discussions and other events. In addition to the functional aspect the screen creates wow-effect - dynamic images attract attention from the street and highlight the lab against the surrounding buildings.

The laboratory continues the theme of phygital-offices of Alfa-Bank - conceptual high-tech spaces for communication with the client. Reflect the spirit of the future not only the latest technology, but also the materials used - luminous walls, liquid metal and glass panels with a perforated pattern create a futuristic atmosphere, which is complemented by circadian lighting, imitating natural daylight.