WELCOME TO SHIFT RETAIL LAB

Here, failure is an option.

Successful innovators and entrepreneurs take risks and never give up. When you take a risk, failure is an option, and often the quickest way to learn and improve. Shift Retail Lab provides an important space for entrepreneurs to test their ideas through sales and customer feedback.

This alternative type of retail offers a lab-type approach for creative thinkers and doers from a wide range of backgrounds to put their ideas into action. Shift customers have the opportunity to take an active part in developing ideas into successful products and services ready to go out to market.

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two students holding up the Fast Company Magazine

SHIFT Retail Lab named winner

The next generation of entrepreneurs won’t be stuck in the classroom.
Virginia Commonwealth University reimagines entrepreneurship training with its Shift Retail Lab, a winner of 2023’s Innovation By Design Awards for Fast Company.

Read the full article

 


 

Join the Shelfie Program

student pitching their idea at Feedback Friday

How it Works

Our Shelfies have about a month to showcase and test their ideas. They could be working on a product or service that is already developed or starting at the beginning, with just an idea. During their month at Shift they will receive seed funding and programming that includes a bootcamp, Feedback Friday, and group pop-up market.

Each semester there are multiple opportunities for current VCU students, alumni, and community founders to test their products, services, and ideas on the shelf at Shift. Our application isn't really an application, we just want to hear more about your idea or product. Fill out the form below and we will be in touch!

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Spring 2025 Application & Cohort Dates

 

Cohort 1

Currently Accepting Applications

Application Deadline
Tuesday, Jan. 28, 2025

Cohort Schedule
Bootcamp
Feb. 1, 2025

Pitch Practice
Feb. 7, 2025

Feedback Friday
Feb. 21, 2025

Cohort 2

Application Deadline
Tuesday, Feb. 25, 2025

Cohort Schedule
Bootcamp
Mar. 1, 2025

Pitch Practice
Mar. 7, 2025

Feedback Friday
Mar. 21, 2025

Cohort 3

Application Deadline
Tuesday, Mar. 18, 2025

Cohort Schedule
Workshop Day 1
Mar. 22, 2025

Workshop Day 2
Mar. 29, 2025

Workshop Day 3
April 5, 2025

Demo Day at Feedback Friday
April 18, 2025

 

 



Events

Attend an event
Attend an Event

We host many events at Shift Retail Lab and you are invited!
The events at Shift are designed to inspire diverse talent within the VCU community, build community and support entrepreneurship.

RSVP

Host an event
Host an Event

Our space makes a great venue for any of your events!
From happy hours and fashion shows, to concerts and speaking events, we are happy to help make your event a success.

Request

 



FAQs

 



Invest in Shift Retail Lab

Financial contributions to the Shift Retail Lab go directly to supporting student entrepreneurs who are looking to test their ideas, products, and services through sales and customer feedback. 

Donate

 


 

leonardo da vinci wearing sunglasses

Our Partners

Shift Retail Lab at VCU is brought to you by the
VCU da Vinci Center for Innovation.

Construction of Shift Retail Lab was made possible by a partnership with Mark Hourigan and Hourigan Group.

Branding created by students from VCU Brandcenter.

 

 


 

Shift Retail Lab, has been selected as an honorable mention in the Urban Design category as part of the 2022 World Changing Ideas Awards for Fast Company.

On an abstract logo on a background with text,