Retailers keen to take in-store design concepts for a test drive before putting wheels on the road may now have that opportunity thanks to the opening of a unique new facility outside of Milwaukee.

The North American Design Center is the inspired product of Tempt In-Store Productions, a strategic retail visual solutions company based out of New Berlin, Wisconsin. Here, retailers and brand marketers are invited to try out the revenue-boosting, shopper-engagement and brand-equity-confirming powers of in-store signage and display options before committing to real-life versions of same.

Designed to resemble an active retail store environment, the 1,000-sq.-ft. Retail Lab hub of the place serves as testing grounds for innovative and untried creative forays into display and technologically equipped in-store signage that taps into a range of media channels, including the Web and the mobile devices some 91 percent of us carry on our person.

Ultimately, the facility is intended to simulate shopper experiences in a way that educates those organizations devoted to most optimally facilitating the environment in which they take place. Additionally, the new centre exists to help marketers develop and refine the most effective programs for reaching the consuming public.

The new operation also makes on-site creative expertise available to its patrons, along with the services of a dedicated prototyping zone whose digital printing and contemporary finishing capabilities can be put to use in the efficient and cost-effective production of client samples.

“The North American Design Center reinforces our long-standing commitment to help brand marketers differentiate themselves in today’s competitive marketplace,” Joel Quadracci, president and CEO of Tempt’s parent company Quad/Graphics, said in a press release announcing the centre’s launch. “This new centre provides a place for clients to test ideas before introducing them to shoppers to ensure maximum effectiveness.