Inside Target’s Food + Future coLab

No one would mistake Target’s Food + Future coLAB in Cambridge, Mass., with a typical Target retail location. The bull’s-eye logo is nowhere in evidence, and there’s also not a single parking spot out front, let alone acres of them.

But enter the (non-automatic) glass door and descend an industrial staircase, and you’ve entered into a laboratory where Target is trying to envision the future of its grocery business — and get ahead of changing consumer preferences around food.

The coLAB is a creation of $74 billion Target, headquartered in Minneapolis, Minn.; the design and consulting firm IDEO; and the MIT Media Lab, located just a few blocks away. Overseeing the project is Greg Shewmaker, who joined Target as an Entrepreneur-in-Residence in 2015 after stints at Tesco, Staples, and an e-commerce company called 3c Marketlabs.

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