Our clients’ ideas don’t just appear in the world. They are carefully designed, engineered, and tested in a place specifically created for that purpose: The Made Real Lab (MRL).
Providing a place to prototype brand new concepts, the MRL enables clients and consumers to see, touch, and experience them for the first time—and at scale. Richard Ciccarelli, Senior Director, Made Real Lab, says the MRL is a “convergence of technical research and experience-led, human-centered design.”
The power of combining integrated research and prototyping capabilities is that it makes us smarter and faster than we would otherwise be. The MRL is an intelligence accelerator. “Prototyping is how we learn,” says Ciccarelli. “We don’t assume our assumptions are correct. We test them. We learn from people.”
Starting in our Boston studio, the MRL is now combined with EPAM’s Garages, merging experiential prototyping and the Garages’ extensive proof-of-concept work and experiments with cutting-edge technologies to understand real-world applications for clients. Other MRLs will soon be rolling out in Minsk, Switzerland, and beyond.
The MRL embodies our ethos to realize ideas in the market to grow and optimize our clients’ business. By showing rather than telling, the MRL creates a superb engagement model for clients and their customers.