In order to increase public exposure and awareness of the field of behavioral research, the Booth School of Business is opening the world’s first storefront behavioral science laboratory. Tactile exhibits and laboratory facilities will be brought together to reveal the fundamental workings of the human decision-making process.

To engage the public, the exhibits will combine multimedia storytelling and interactive demonstrations, showing behavioral science’s research methods and conclusions.

We are partnered with Pentagram to bring this idea to life, creating the envelope to hold this flexible and continuously changing exhibit. 

Situated in the Santa Fe Building, a Nationally Registered Historic building on Chicago’s protected South Michigan Avenue Loop District, this exhibit will be highly visible. 

The space will be comprised of exhibit, testing, meeting and work space — and all the necessary service and support areas. Storytelling will be in the form of videos, interactive studies and multimedia stories.