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.

Gated Article Promo

Join Innovation Leader
This content is for our members, who enjoy full access to Innovation Leader research, articles, case studies, live events, webcasts & conference calls, downloadable resources and more. Become a member »

Case Studies, Articles
Members-only online access to articles, case studies, best practices, video tutorials, more.
Exclusive reports on topics including metrics, benchmarking, labs, compensation, and more.
Member discounts to our one-of-a-kind, loved-by-participants live learning events.
Dozens of downloadable checklists, innovation frameworks, spreadsheets, and dashboards.
Learn More & Become a Member