This technical note describes the FluidFlower concept, a new laboratory infrastructure for geological carbon storage research. The highly controlled and adjustable system produces a strikingly visual physical ground truth of studied processes for model validation, comparison and forecasting, including detailed physical studies of the behavior and storage mechanisms of carbon dioxide and its derivative forms in relevant geological settings for subsurface carbon storage. The design, instrumentation, structural aspects and methodology are described. Furthermore, we share engineering insights into construction, operation, fluid considerations and fluid resetting in the porous media. The new infrastructure enables researchers to study variability between repeated CO2 injections, making the FluidFlower concept a suitable tool for sensitivity studies on a range of determining carbon storage parameters in varying geological formations.