Whole Foods Market Store
Every day at Whole Foods’ Avalon is living proof that a store can be more than just products on a shelf. It’s a place to learn, and to play — a place to explore, and 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. But the text-heavy signage was being overlooked.
So 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 to the store. With ‘Perfect Pairings’, shoppers use their own personal tastes as an entry point. Choosing various flavors reveals a curated set of products tailored to your taste profile. Hidden relationships are revealed with ideal pairings. And helpful tips guide customers through their shopping needs.
The ‘Whole Body’ section contains everything from vitamins to personal care—but many shoppers miss it entirely. The ‘Whole Body Mirror’ uses curiosity to raise awareness. A reflected aura captures the attention of passersby—challenging you to mimic a series of playful poses. Success activates a burst of your aura—revealing related products, and their location on the aisle.
Whole Foods’ customers want to know where their food comes from. So 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—displaying authentic moments from their Instagram feed. Shoppers, in turn, can post to the wall—sharing their own creations made from each provider’s harvest. This living social wall finally completes the cycle—from farm, to table, and back again.
© 2014 Second Story, Inc.