Inside the Studio: Soul-Lab

Established in 1997 by George Argyros, Jim Pietruszynski and Adam Ferguson, Soulsight is an inventive and marking organization situated in Chicago that handles any given undertaking with a comprehensive methodology by joining brand soul with brand locate.

"Brand Soul is our very community oriented, multi-dimensional and demonstrated process for system, research and idea advancement," says Laura DeGroot, innovative technique chief. "It empowers us to truly burrow further to reveal the genuine idea of the connection among brand and buyers. This at that point prompts Brand Sight which transforms a disclosure into bits of knowledge and procedure into advancement for the marking and packaging."

Throughout the previous 21 years, this approach of recognizing the enthusiastic association with the brand's buyers and using it as the point of convergence for the brand story has not just driven them to work with worldwide customers like Frito Lay, Quaker and PepsiCo, yet additionally filled in as the motivation behind the new research space Soul-Lab.


At 1,800 square feet, Soul-Lab is an advancement center point that gives the adaptability to customers to utilize the scene in any capacity they need, from customary subjective research like center gatherings to a hatchery for the improvement of new brands. It can likewise fill in as a peaceful gathering space or a place to hold break out sessions if the customer wishes.

Moreover, as a multi-faceted research focus, it was vital for Soulsight to locate the correct inside planner to bring their vision of an adaptable workspace to life. Chicago-based inside architect Caryn Campbell won the hearts of the group and structured a space that met their criteria: useful, adaptable and proficient, yet additionally comfortable and welcoming.

When you venture out of the lift and onto the third floor, you are welcomed with Soul-Lab in enormous close letters painted in grayish up and down the dividers until the point when you achieve the glass entryway toward the finish of the passage. When you stroll to the opposite side, a wide-open space anticipates you. A thin, steel table with coordinating stools sits before the kitchen with a group of succulents, while the following segment of the zone includes a progression of various love seats and seats making a comfortable departure. Towards the back is a dazzling recolored wooden table with coordinating moving seats ideal for facilitating gatherings or talking without of office customers as it's straightforwardly before a level screen.


The fine art is negligible with a lion's share of the shading getting from different household items dispersed all through the space and easily overlooked details like toss pads, carpets and plants.

"We comprehend that sharing an individual perspective before outsiders can be scary," begins DeGroot. "Soul Lab expects to give an unwinding, inviting setting that enables individuals to disappoint their protect and really act naturally. Everything, from the toss cushions on the lounge chair to the working kitchen, has been deliberately organized to feel like somebody's home as opposed to a distinct, austere meeting space to get the genuine pieces of reality that are the wellspring of deep plan."


There is additionally a two-way reflect covered behind the bar that enables the customer to go about as a fly on the divider and a gathering of gushing innovation for accomplices or customers out of state.

This best in class innovation is the reason Soulsight completed a delicate dispatch in 2017 preceding presenting it with every one of the fancy odds and ends prior this year. They needed to guarantee that the video and sound quality gave the impact like you were in the stay with your customer calling in from an alternate city or nation. In addition, there's an interface that enables anybody on the call to make inquiries through a talk that arbitrators can make note of, making a consistent ordeal for everybody engaged with the procedure regardless of their real area.