Sign In





Professor of Neuroscience, University of London and Founder & Director, Lab of Misfits LottoProfessor of Neuroscience, University of London and Founder & Director, Lab of Misfits<div class="ExternalClass12010A48E63C408899A5EAB1D2F068E9"><p>Beau Lotto is the director 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.</p><p>Lotto is a professor of neuroscience at the University of London, and a visiting scholar at New York University. He is the author of <em>Why We See What We Do</em>, and <em>Deviate: The Science of Seeing Differently</em>. In addition to his role at The Lab of Misfits, Lotto is the Founder and CEO of the sound-based AR company Acoustigram. He has spoken at large-scale events such as the G8 Innovation Conference, as well as for companies like <em>WIRED </em>and Google. Lotto has contributed to television and radio documentaries produced by influential media such as the <em>BBC</em>, <em>National Geographic</em>, <em>Netflix </em>and<em> PBS</em>.</p></div>|#5cab1cfd-4bb4-405c-9c1d-165729fba43c;L0|#05cab1cfd-4bb4-405c-9c1d-165729fba43c|Beau Lotto;GTSet|#c31bcefc-bba8-4775-8a91-82f54b19d6e1;GPP|#d4606ea2-a17f-44c9-8c88-c038bb814434BeauLotto