Living Labs - consumer co-creation in the digital age

I recently heard about 'Living Labs' - a consumer co-creation methodology supported and promoted by Opinion, the rather quirky norwegian research agency. I love the name 'Living Labs' so of course I had to read more about it. And over the last few days I've explored the idea. The concept of consumer or customer co-creation appeals to me. Being a consumer centric professional it is certainly something that I encourage. I'm aware of the power of insights from these activities. And the idea of a web-based, digital community is also very interesting to explore when it comes to FMCG and service innovation. Just imagine how interesting and effective it could be to test a new food service concept in this kind of setting. Especially if you can create an environment that brings consumers into a real 'service reality' online. Community members could help you to evaluate the strenght of various food service concepts in a setting that becomes as close to 'real life' as possible. If anyone out there have got some experiences of 'Living Labs' - let me know, I would love to know more.