Seeing Differently

Beau Lotto is the founder and CEO of The Lab of Misfits, a neuroscience studio that seeks to “break down the walls of the traditional laboratory” and study humans in their natural habitats. By inviting audiences to take part in his interactive research, Lotto is able to achieve more authentic results. The goal of his work is not objectivity, but adaptability. “The most successful systems are the ones that are adaptable,” Lotto explains. “Being able to have flexibility in our perception means we can adapt to a changing world.” His methods, while unconventional, are deeply interactive and immersive. The measurable insights gleaned from these experiments have led to organizational breakthroughs for clients as diverse as Cirque du Soleil, L’Oréal, and The London Science Museum.