Online worlds happen fast. Physical worlds don't.
You already have the audience. You've already built the universe. What you don't have is a clear way to land it in a room — without betting the company to find out if it works.
Living Labs is the partner for that gap. We help creators, IP owners, and fandom brands translate digital worlds into physical activations — popups, fan rooms, immersive retail, launch moments, merch drops, touring formats.
Before we build the room, we test the world. Audience fit, location, format, budget, risk, commercial path. So the first activation isn't a guess — and the next one is sharper because of the first.
That's what the studio is for.
Selected photography pulled in for layout. Final filmstrip fills with AI on the Lot 2024 / 2025 frames and early pilot photography. Captions are real.
Before we build the room, we test the world. The Evaluation Sprint is a paid strategy engagement — roughly four weeks — that decides whether, and how, a digital IP should become a physical activation.
We map the IP, the audience, the cultural moment, the comps. Discovery · audience signal · comp research
We propose formats, locations, budget bands, partner stacks, and a risk map. Concept · location · budget · risk
We deliver a feasibility brief: go, no-go, or revise. With a clear next step. Brief · recommendation · path forward
Todd Terrazas is the founder of Living Labs. He is the executive director of AI LA, the nonprofit education community for AI in Southern California, and one of the people behind AI on the Lot, now the largest conference on generative AI in film and media. He has spent the last decade building the rooms where creative-technology people meet — usually a year or two before the market has language for what's happening.
Living Labs is the next room.
● Every project teaches the next one. Locations, vendors, budgets, audience signals, risks, concepts, postmortems — each activation becomes reusable operating memory. We use AI to organize that work behind the scenes. The promise on the surface is simpler: a better path from digital culture to physical experience, every time.
● Application received.
Todd will write back inside the week. If it's been longer, write directly: hello@livinglabs.studio
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