Whole Foods Market Store
TagsEnvironments, Touch, Tangible interface, Installations, Mobile, Walls, Motion graphics, Gesture, Games, Social media, Storytelling, User-generated content
Every day at Whole Foods is proof that a store can be more than products on a shelf. It’s a place to learn, and to play, a place to discover, to connect, and to share. With this new approach to retail, we can do more than nourish our customers—we can delight them as well.
At their flagship Avalon store, Whole Foods Market is doing more than just raising our standards for food—they’re raising the bar for the retail experience. Every visit is seen as an opportunity to educate.
We created Wise Wood, an interactive wooden signage platform that invites shoppers to learn through play. Using analog controls, customers transform a farm landscape, revealing the sustainable practices of the “Responsibly Grown” rating system. We can now explain complex things in simple ways to help customers make informed decisions.
The vast selection of wine, beer and cheese can be overwhelming, so we brought the utility of online shopping into the store. With Perfect Pairings, shoppers use their personal tastes as an entry point. Choosing various flavors reveals a curated set of products tailored to their taste profile.
The Whole Body section of the store contains everything from vitamins to cosmetics, but many shoppers miss it entirely. The Whole Body Mirror piques customers’ curiosity. A reflected aura captures the attention of passersby, challenging them to mimic playful poses. Success activates a burst of their aura, revealing related products and their location on the aisle.
Whole Foods’ customers want to know where their food comes from. We used the café wall to connect shoppers to the real people who provide the food they eat. Each window offers a glimpse into the lives of local providers by displaying moments from their Instagram feed. Shoppers, in turn, can post to the wall, sharing their own creations. This living social wall finally completes the cycle—from farm to table and back again.
Press & AwardsCommunicator Awards, Silver Award of Distinction, Interactive Multimedia: Other, May 2016“Planet Retail’s Five Stores of the Year,” National Retail Federation, February 2016
As mainstream rivals have muscled in on Whole Foods’ proposition, the retailer is staying ahead of the curve. The retail-tainment factor remains strong with the use of customer-facing digital technology including the Whole Body Mirror, which shows shoppers their reflected forms as one of three auras — refresh, energize or relieve.HOW International Design Awards, Merit, Kiosks/Interactive Exhibits, November 2015W³ Awards, Gold, Marketing: Environmental: Food and Beverage, September 2015FAB Awards, Winner, Interiors/Environment, May 2015Creativity Media & Interactive Design Awards, Platinum/Best in Category, Digital Display or POP, May 2015IDEA Awards, Finalist, Digital Design: Interaction, May 2015“Bridging the gap,” Grocery Headquarters, January 2015“Whole Foods Enlivens Shopper Experience At Its ‘Store of the Future’,” Marketing Daily, November 2014
Here’s what Whole Foods is doing: working with SapientNitro’s Second Story, they’re tapping the latest shopper marketing technology in truly innovative ways to substantially up their game.“Whole Foods testing new interactive tech in Georgia store,” Digital Signage Today, November 2014“Interactive Digital Signage Helps Shoppers Discover New Products,” ScreenMedia Daily, November 2014Part of SapientRazorfish /© 2017 Second Story, Inc.