Guess and Microsoft collaborate to launch Guess Z Lab Guess Europe, the Lifestyle-Tech Competence Center (LTCC) and Microsoft have launched the Guess Z Lab, an innovative concept conceived to collaborate and co-create with Gen Z. The first workshop took place at Guess Europes headquarters in Bioggio, Switzerland and included 32 students from Ticino universities USI and SUPSI. A second workshop with international students is planned for autumn, as well as a potential digital insight platform in 2022. Guess Z Lab is one of the first projects by the Lifestyle-Tech Competence Center, of which Guess is one of the founding members, and aims to co-create experiences and products that speak directly to Gen Z consumers, born between 1996 and 2010 that make up around 30 percent of the worlds population. The first workshop saw students alongside Guess employees discussing marketing, sales, e-commerce and advertising to test ideas in a live design thinking environment, explained Guess. Paul Marciano, chief creative officer for Guess?, Inc., said in a statement: We were looking for a project that would connect us with the crucial part of our current and future market but would do so in an innovative way that would feel natural to the digital natives we are trying to reach. We want the project to be a two-way conversation.