Building a live prototype store to test a series of assumptions and product ideas. Everything was literally up for grabs; brand, channel, product and even pricing. The only constraint being time. We had very little of it! Working in a tight cross functional team we created a brand proposition in rapid order and then set about designing and building a physical test bed in Shoreditch to evaluate the concept. No research facility. No two-way mirrors. Not projected behaviours. The beauty of this approach; we spoke to real consumers in a live setting and asked them to make decisions with their hard-earned cash.