SUPERLAB have in recent years been doing research about the optimal conference room. How do you create a conference room that actually increases our creative performance? Are there external factors or is it also about the climate in the room? Our experiments have been conducted in our conference-laboratory which we have built at Mindpark in Helsingborg. For almost three years we have made various studies with different starting points. This summarizes some of our results together with the latest research in the field.