We form an Innovation Lab, a (temporary) corporate Think Tank with interdisciplinary teams of design strategists, artists, curators and specialists. Located between analog and digital, human and technology, art and strategy, we use art strategically as a mirror of societal needs as well as the ability of artists to look for trends like seismographs looking under every stone we discover the extraordinary. Positioning ourselves at different interfaces, e.g. between business development/innovation and marketing/technology, makes us agile and flexible in innovation development. In addition to new technologies, we also incorporate cultural aspects and dynamics, opening up exciting perspectives and enabling the basis for sustainably superior innovations that permanently bind consumers to a brand and its products.