hololab is a consortium of companies and universities, which promotes the transfer of knowledge and innovative ideas between business and academics, and supports the transition from academic to working life. The work group was founded by Mavis, nexd and the Retail Design program at the Hochschule Düsseldorf (HSD). They regularly complete research & development projects in which companies and students can participate.

hololab and its representatives from HSD, nexd and Mavis supported the exp37 project from the beginning. The strategic concept of the Experience Store, in particular the retail and brand strategy, is based on research results of the hololab Institute. e