GUESS Europe has launched the Guess Z Lab, in collaboration with the Lifestyle-Tech Competence Center and Microsoft. Guess Z Lab is an innovative concept conceived to collaborate and co-create with Gen Z. This is one of the first projects by the Lifestyle-Tech Competence Center, of which Guess is one of the founding members, aims to co-create experiences and products that speak directly to this generation. Students and GUESS employees will ideate hand-in-hand: marketing, sales, e-commerce, and advertising managers will discuss and test ideas in live design thinking environments.