Curated by psychologist and innovation researcher Dr. Samuel West, the Museum of Failure hopes to convey that the acceptance of failure is necessary in order for innovation and progress to truly succeed. Examples of exhibits are a Swedish bicycle released in 1981 built from plastic that turned out not to be sturdy enough to support its rider, Apple's personal digital assistants that was the first to feature handwriting recognition, Newton, Heinz's Green Ketchup, and Coca-Cola's coffee-flavored drink, the Coke BlaK. Visitors will get a insightful and entertaining glimpse into the risky business of innovation. 70rmb though early-bird discounts are available. 3/F, Building B, Shanghai Number One Department Store.