Malibu 'Living Lab' showcases in-store technology

Pernod Ricard-owned drinks brands Malibu and Kahlua have established an interactive ‘Living Lab’ showcase space at their global headquarters in Stockholm, to demonstrate how new technology will shape future evolution of physical drinks retailing.

The space will demonstrate augmented reality at the point of sale, NFC beacon technology to drive footfall, responsive signage, smart packaging, and voice-enabled apps, to audiences involved in marketing and branding, and to journalists. The lab has been developed by innovation agency SharpEnd.

“The purpose of not only talking about what we do, but rather showcasing it, is an important part of the Living Lab process,” says Malibu and Kahlua director of communications and channel marketing Johan Radojewski.

“Our belief is that brands need to incorporate a lot more trial and error into their ways of working, so that we don’t just base decisions on theories but actual learnings. Being able to demonstrate these prototypes to the wider team, to the press and to our consumers – via real live demos is a vital part of our learning process and our continued focus on utilizing cutting-edge technology in ways that deliver real consumer value,” he adds.

The two drinks brands have a rapid prototyping philosophy in recognition of their belief in agile, forward thinking behaviour, which is reflected in the lab environment.

“The emphasis is very much on it being a living space, with additional prototypes constantly being added as part of the brands ongoing commitment to sustaining Malibu and Kahlúas position as a pioneer in the drinks space,” says SharpEnd founder Cameron Worth.

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