Tryvertising lab in Tokyo

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The Sample Lab, which opened 25 July 2007 in Tokyo's Iceberg Building in Harajuku, is a members-only space that invites consumers to sample and test new products. More than a hundred people lined up for the opening, paying a modest JPY 300 registration fee and JPY 1,000 annual membership fee. Members need to be over 15 years of age, and gain entrance to the lab by showing a QR code stored on their cellphone. In addition to store-like shelves stocked with merchandise, the space also features a powder room where women can sit down to try out beauty products. While…

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