The introduction, given by business-shirt-and-jeans clad global brand leader Brian McGuinness, is littered with buzz phrases presumably plucked from intense, blue-sky sessions. These including such gems as, “access is the new excess”, “looking at the psychographic rather than the demographic”, and “alone, but not lonely”. Bed wars are discussed in hushed tones of complete seriousness. But it’s the approach to concept rooms, treating them, as McGuinness suggests, “like Detroit treats concept cars,” which is novel and interesting. And why I’m here. Just down the corridor are three complete, technology-stuffed rooms created to allow in-house designers to experiment, innovate and test to destruction. And all this without taking expensive, actual rent-paying rooms out of commission. Get the full story at The Independent