The immersive rooms of The Lab in the Bag® at the service of research on multisensory creativity.

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“Multisensory and creativity: exploration of multisensory approaches in the service of creativity”: a thesis conducted in a multisensory immersive room The Lab in The Bag®!

This innovative research project, led by Repères Insights , the Lyfe Institute and the CERAG laboratory of the University of Grenoble-Alpes , aims to understand how immersive multisensory environments can stimulate the creativity of individuals, insofar as this constitutes a key factor for development and innovation in business.

This project, structured around a CIFRE * PhD thesis led by Lou-Anne Delaroque , is funded by Repères Insights, a leader in consumer experience evaluation, with the supervision of:

The Lyfe Institute, equipped with a multisensory immersive room , The Lab in the Bag®   since 2021, it has hosted this field research.

A unique immersive room to explore creativity

This 80 m² immersive room is capable of projecting 360° images with sensory interactions, diffusing sounds, smells, and even simulating temperature or humidity conditions.

This environment allows participants to be placed in fully immersive situations, which represent an ideal setting for the controlled identification of the best combinations of sensory stimuli that promote creativity in various professional contexts.

Why use immersive, multisensory environments?

Scientific studies show that sensory stimuli (visual, olfactory, auditory, or gustatory) significantly influence consumers' emotions and behavior. It follows that environmental stimulation acts on cognitive, emotional, and behavioral levels, and thus influences the psychological processes of creativity.

In this context, immersive technologies make it possible to reproduce very precise sensory environments to explore this relationship.

Thanks to the immersive rooms of The Lab in the Bag® , it is possible to control and adjust these stimuli to understand their effects on individual and collective creativity , whether through sounds, images, smells, or even tactile and thermal sensations.

To learn more about the multisensory creative experience, check out our case study on the subject.

A research project serving businesses

The results of this CIFRE thesis will offer concrete insights for companies wishing to integrate immersive environments into their creative processes. Indeed, creativity is a strategic driver of innovation, enabling companies to differentiate themselves in a constantly evolving market.

Through this research, Repères Insights and its partners will help develop practical recommendations on the use of immersive environments to stimulate creativity in diverse professional contexts, making this technology accessible to all companies, regardless of their sector of activity .

Scientific collaboration and future prospects

This research project benefits from the combined expertise of Repères Insights, the Lyfe Institute, and CERAG. By exploring new territories in innovation through creativity, this collaboration paves the way for concrete applications in the professional world.

For companies interested in these innovative approaches, The Lab in the Bag® offers immersive solutions ready to be integrated into innovation , training or experimentation processes, in order to improve their creative practices.

Becoming a partner to conduct field research  

The project teams are open to collaborations. Companies interested in the opportunities offered by this research can contact them to learn more about integrating immersive environments into their operations.

4 advantages for partner companies:

  • Access to innovation : acquisition of new methodologies to integrate multisensory immersion into your products or services, thus improving the end user experience.
  • Product improvement: using the results of the thesis to develop more engaging and creative products, based on scientific evidence of the effects of sensory stimuli.
  • Leadership in creativity: positioning yourself as a leader in adopting innovative practices based on advanced creativity research and strengthening your brand image.

Future collaborations: possibility of extended collaborations for future R&D experiments, and securing a long-term partnership.

Contact Repères to become a partner or to obtain more information about this research project:

To go further

Explore the multisensory creative experience from every angle with replays of our “Immersion, Sensory Experience and Creativity” webinars

* The Industrial Agreements for Training through Research (CIFRE) program allows companies to receive financial assistance to recruit a young doctoral student whose research, supervised by a public research laboratory, will lead to the defense of a thesis. Source: Ministry of Higher Education and Research.

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