Interactive installations advance the consumer experience with new ways to discover products, access information and make better purchase decisions
Located across the store's café, produce, Whole Body and specialty wine and cheese departments, the installations create a more informative, entertaining and streamlined shopping experience—including connecting shoppers more closely to the farmers who provide the food they eat, and educating them on the sustainable growing practices that Whole Foods Market uses to rate farms in its new Responsibly Grown produce ratings program.
"The bar on the retail experience is continually being raised, and
today's always-on shopper demands a more informative and immersive
shopping experience, whether they are in a store, on their couch or on
the go," said
"Every Whole Foods Market is filled with these amazing stories about the
foods we eat and the local farmers, ranchers, and fishermen who provide
With the entire store as its canvas, Second Story created the following four interactive experiences:
FARM… MEET TABLE
To help Whole Foods Market connect its customers more closely to the real people that provide the food they eat, Second Story created this installation in the store's café. An interactive wall of window panes offers shoppers a glimpse into the lives of the local suppliers.
Each window is dedicated to a different local supplier, displaying real-time images from their Instagram feed, allowing customers a peek into authentic moments — such as hands patting down freshly planted herbs or shots of the farmer's daughter blowing out candles at her birthday party. Additional curated content such as Q&A, maps, and video profiles are displayed for each supplier.
Second Story created "Wise Wood," a 12-foot tall x 2.5-foot wide wooden tower, to tell the story of Whole Foods Market's new "Responsibly Grown" produce rating system. Customers—including families and children—can transform a farm landscape by pulling a series of wooden knobs, to learn more about a specific sustainable farming practice that is part of the program. For example, pulling the "Energy Conservation" knob causes a set of wooden windmills to appear out of the ground and start spinning. It's an innovative demonstration of an "analog interactive" experience that brings stories to life, in an entirely non-digital format.
Wise Wood is designed to help shoppers to use play to learn about pesticide and water use, the treatment of farm workers and waste management, and other issues surrounding the food they eat, so they can make more informed shopping decisions.
WHOLE BODY MIRROR
Whole Body Mirror is designed to help shoppers discover Whole Body products that match specific needs. Customers see their forms reflected in a "magic mirror" as one of three auras: Refresh, Energize, Relieve. They are prompted to align their whole body by mimicking a pose, such as becoming "zen", flexing your muscles, or hugging yourself. Achieving a pose activates a burst of the shopper's aura and reveals a product within Whole Body related to the pose just completed.
Many shoppers become bewildered by the vast selection of wines, beers and cheeses in the specialty sections of Whole Foods Market. At the junction of these three sections, Second Story created an in-the-round installation of modular stacked crates to help shoppers discover products. On each of the three faces of the installation there is an exposed open crate, revealing one of three interactive touchscreens:
About Second Story
Second Story, part of SapientNitro, is a network of innovation labs pioneering new interactive experiences and pushing the boundaries of storytelling for brands and institutions across digital channels—web, mobile, and installations—to empower audiences to connect and share.
In labs in
Second Story's work has been recognized in every major interactive
design competition and received hundreds of awards, including the One
SapientNitroSM, part of Sapient® (NASDAQ: SAPE), is a new
breed of agency redefining storytelling for an always-on world. We're
changing the way our clients engage today's connected consumers by
uniquely creating integrated, immersive stories across brand
communications, digital engagement, and omni-channel commerce. We call
it Storyscaping, where art and imagination meet the power and scale of
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