XLAB is House of Amud’s innovation initiative, where we explore the emotional, technological, and cultural dimensions of design. By blending trend forecasting, emotional intelligence, speculative design, and emerging tools, we investigate how people live, work, feel, and interact, today and tomorrow. From immersive narratives to unbuilt prototypes, XLAB is our playground for what comes next.
Exploring emerging behaviors, desires, and societal shifts to inform visionary experience strategies.
Exploring emerging behaviors, desires, and societal shifts to inform visionary experience strategies.
Shaping brand activations and identity expressions through spatial, interactive, and narrative formats, beyond static design.
Blending digital design, storytelling, and human emotion to create intuitive, connected experiences across platforms.
Probing the edge of what’s next, through unbuilt ideas, conceptual studies, and future scenario prototyping.
Probing the edge of what’s next, through unbuilt ideas, conceptual studies, and future scenario prototyping.
Design studies on future behaviors, rituals, and environments. Develop speculative and conceptual design prototypes. Create immersive experience frameworks that merge space, brand, and tech. Conduct internal R&D for unbuilt or experimental concepts. Lead thought-driven design through trend watching and collaboration.
A multidisciplinary network of architects, brand experts, digital designers, psychologists, researchers, and cultural thinkers.Together, we design experiences that transcend categories and reimagine the possible.
As the boundaries between physical, digital, and emotional continue to dissolve, XLAB helps us — and our partners — stay future-ready. It’s where we test ideas, shape narratives, and develop design intelligence that moves culture forward.
