On November 18th, 2014, Second Story, with creative partner Universal Everything, launched a monumental screen at the crossroads of the world in Times Square, New York and with it a new conversation about the convergence of art, commerce and technology.

At their flagship Avalon store, Whole Foods Market is closing the gap between farm and table. Whole Foods’ customers want to know where their food comes from—and they care about what happens to it along the way. In each store, there is a visible effort to connect shoppers to the real people who provide the food they eat. Sure, they can read about the local farmers, fishers & ranchers, who stock the shelves. But what if we could enable a more human connection? We built the café wall to do just that. Farm, meet table.

At their flagship Avalon store, Whole Foods Market is bringing a personal touch to product discovery. At the intersection of wine, beer and cheese, there was a massive problem.

At their flagship Avalon store, Whole Foods Market is combining entertainment with utility in surprising ways. Whole Foods is well known for their high quality food standards. And those same high standards are applied to personal care products as well.

At their flagship Avalon store, Whole Foods Market is finding new ways to share it’s values. Customers need information to make meaningful choices about what they decide to buy and support. And every store visit is seen as an opportunity to meet this need through education.

Every day at Whole Foods’ Avalon is proof that a store can be more than products on a shelf.