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The new project of Alfa Research Center is a space for testing and studying user experience

for marketing, IT, UX-researchers.

The new project of Alfa Research Center is a space for testing and studying user experience for marketing, IT, UX-researchers.

615 м2

This is the third project of the bureau for Alfa-Bank: we have already created a similar space, but on a different scale – in 2013 the IT specialists’ office included an area recreating the atmosphere of the home. Alfa Research Center is a project of a new level, an island of the future, which gathered the best technologies to improve products.

The space offers several zones that recreate the daily reality – a subway ride, a walk down the street, a café, home, and work. The whole lab is permeated with special cameras, sensors that capture users’ facial expressions – a neural network allows to track and analyze emotions during product testing, and it is possible to look at the results and study the data in special rooms. In the lab there is a possibility to ride an electric scooter like in the street, to sit in the subway train (and even recreate the situation during the rush hour), to work at a table in the cafe area with greenery. All of these areas allow for a diverse experience, which in turn allows experts to gather more data and work out their product more effectively.

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

Typology:

Interiors

Status:

Implemented

Year of design:

2021

Location:

Russia

Square:

615 м2

About project:

This is the third project of the bureau for Alfa-Bank: we have already created a similar space, but on a different scale – in 2013 the IT specialists’ office included an area recreating the atmosphere of the home. Alfa Research Center is a project of a new level, an island of the future, which gathered the best technologies to improve products. Read more

The space offers several zones that recreate the daily reality – a subway ride, a walk down the street, a café, home, and work. The whole lab is permeated with special cameras, sensors that capture users’ facial expressions – a neural network allows to track and analyze emotions during product testing, and it is possible to look at the results and study the data in special rooms. In the lab there is a possibility to ride an electric scooter like in the street, to sit in the subway train (and even recreate the situation during the rush hour), to work at a table in the cafe area with greenery. All of these areas allow for a diverse experience, which in turn allows experts to gather more data and work out their product more effectively.

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

Project team

Andrey Sidorov

Julia Hapkina

Natalia Buravkova

Ruben Gzogyan

Marina Pinchuk

Ekaterina Vasilyeva

Ekaterina Rebrova

Ignat Prokhorov

Marina Shirokova

Pavel Spirin

Gleb Sobol

Project details

Implemented

2021

Russia

615 м2

Awards

Simple Office

Next project

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