A space for us to explore, toy with, and incubate new ideas that push our work and clients forward.

Explore, experiment, expand

Saffron Lab is home to projects that challenge assumptions and explore emerging themes, like <a href="https://saffron-consultants.com/journal/engineered-to-endure" target="_blank" rel="noreferrer noopener">Memorability</a> and how places <a href="https://saffron-consultants.com/journal/its-here-city-brand-barometer-2023-business-edition" target="_blank" rel="noreferrer noopener">attract tourism and business.</a> Lab helps us push our work so we can push the brands we work for. It is our own creative ecosystem, for exploring, experimenting, and expanding horizons as a collective. It incubates fresh ideas and approaches that drive our work forward, providing client teams with innovative tools, compelling content, and ideas born from experimentation. As part of that, we’re exploring how AI and advanced research tools can give us deeper visibility into audience behaviour and brand sentiment, unlocking new ways to shape more relevant, resonant strategies. Combining technology, global insights, and our signature Saffron approach, Lab allows us to test ideas we can implement in our work with clients, moving beyond conventional thinking to pioneer what's next in branding.

Ben Knapp

Executive Director, Lab

Lab isn’t just about staying close to emerging trends and technologies, it’s about asking deeper questions and exploring what they might become. That spirit of curiosity drives Saffron, and it’s why we’re excited to introduce Lab as an extension of our everyday work.

Introducing Lab

Related links

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Introducing Lab

Related links

Related work

City Brand Barometer 2025, Tourism edition

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Art Basel launches Zero 10