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.

 

Join the Shelfie Program

Shift Retail Lab's Shelfie Program provides the opportunity for creators and makers to test their ideas and learn by doing. Feedback is our currency, helping projects evolve with every try.

Participants bring concepts to life, connect with real customers, and gain valuable insights. Shift is more than retail, it’s a supportive space to explore, create, and grow. 

Learn More & Apply

Make & Mingle with University College

Open Hours start Aug. 19
Monday through Wednesday from 12-3pm 
Shift Retail Lab | 1235 W Broad Street

Curious about what the new University College is all about?
Join us at Shift Retail Lab for hands-on activities, casual convos, and a fun way to meet other students and staff. No RSVP needed—just drop in when you can!

Two people setting up a shelf at Shift Retail Lab, on Broad Street, while other people sit through out the space working in different ways.

Growth Starts Here

The Food Shelfie Program is a supportive launchpad for food and beverage entrepreneurs ready to grow their businesses. It is designed to help you strengthen your business’s foundation, covering everything from business planning and branding to accounting, legal, regulatory compliance, and more through hands-on learning, expert mentorship, and real-world feedback.

Apply Now

A man serving food to a group of people at Shift Retail Lab at the Food Shelfie Program Party.

 


 

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.

See Events

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.

Learn More

 



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.

 

 


 

Find Us

Come see where ideas come to life!

Shift Retail Lab is located on Broad Street across from the Stuart C. Siegel Center