In this letter from Academia, we aim to identify emerging research directions in the field of living labs and collaborative innovation. This paper reviews existing literature on living labs and highlights recent articles on living labs as collaborative innovation published in the special issue of the Journal of Innovation. Our goal is to stimulate further research to deepen the understanding of living labs and collaborative innovation by addressing four types of living lab studies: contextualization, holization, revitalization, and reformation. We propose four research questions for each of these research avenues. We encourage future studies to focus on the challenges and opportunities inspired by suggested research avenues and research questions within the field of living labs.