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RESEARCH COMPONENT
Kroger is the largest grocery chain in the US. They are searching for new and innovative design concepts for one of the most important and rapidly evolving areas of their stores known as “Total Health”.The goal is to create a uniquely uplifting experience that is attractive, welcoming, progressive and immersive. Customer engagement and shopping experience is a key factor in Kroger’s vision. Kroger encourages designs that are different from the current aesthetics and more focused on:- Promoting a sense of adventure- Educational curiosity- Encouragement- Moving away from the traditional expectations of health and wellness - Genuine hospitality for all ages, genders, ethnicity and economic status
client profile Free-hand trace of Kroger’s Exterior Facade concept for Total HealthConcept taken from Isabel Marant, LA shop Melrose Place
KG
RORE
TOTA
L H
EALTH
CONCEPTUAL APPROACH concept+design direction
LocalHand CraftedEngaging
InstallationLightingMaterialityTypography
PhotographyGraphicsPatternsColorsShapesForms
UncontrivedThoughtful ImperfectionStreet ArtExterior + Interior ConnectedHarmonious
Raw yet SensualMinimalismSimplicityModern ArtSophisticationSelectiveEffortless Gallery
The new concept for Total Health at Kroger is inspired by Art Galleries. As the use of the word ‘art’ has changed, so have its boundaries. Kroger Health is built to enhance the experience of shopping through the concept of an effortless gallery. Minimal physical walls, large graphic illustrations, natural materials and interesting use of lighting at displays will be used to showcase products displayed as artwork throughout the space. Looking at art suggests ways to engage with art. At Kroger clients will engage with the products and get educated about the origins and benefits of each product, as it will also highlight the creation process.This gallery will then be accented with an art installation at its main core, Customer Engagement, where it promotes a sense of adventure and strive to create a memorable experience.
LOUNGE CONCEPT
WALL DISPLAY CONCEPT
SIGNAGE CONCEPT PERSONAL CARE CONCEPT INSTALLATION CONCEPT
OTC FIXTURE CONCEPT
CUSTOMER ORIENTATION CONCEPT
BEAUTY CARE CONCEPT
frameweb.com
retaildesignblog.net
architectureau.com
www.foorni.pl
www.victona.com
domusweb.itbloglovin.com
speak-low.tumblr.com
2200 sfConcept
In store +Drive thruProfessional Credibility
AccessibilityOne stop shopping
Functional RequirementsInteractive drop off/pick up counter
Private consultation rooms(pharmacist + 1 or 2 customers)
Customer waiting area(seating for 10-12
Storage2 Family restrooms
Way-finding/signage
1000 sfConcept
In store, non urgent carewalk-in services
Comfort + sensitivity
Functional RequirementsCustomer check-in point
Comfortable seating ( 10-12)2 Exam rooms
Medical supply roomFamily restroom
Way-finding/signage
1985 sfConceptSelf service/ online accessEasy to find what is neededCredible authoritySource of educationEndless aisle
Functional RequirementsShelving + display fixturesSignage/ graphics/ way-findingLighting Fixturing designVitacost order kiosk
2559 sfConceptUplifting + holistic experience
Functional RequirementsDramatically appealingApproachable + accessibleProduct display/ shelvingInteractive engagement centerLighting, fixtures, materialsSignage/ graphics/ way-finding
300 sfConceptIconic focal pointPhysical kiosk/ digital engagementFunctional RequirementsDigital innovationSignage/ graphics/ lighting/ brandingHuman ergonomics
2580 Linear sfConceptUplifting + holistic experience
Functional RequirementsDramatically appealingApproachable + accessibleProduct display/ shelvingInteractive engagement centerLighting, fixtures, materialsSignage/ graphics/ way-finding
Pharmacy
Personal Care
Over The Counter
Customer Orientation
Beauty CareThe Little ClinicFocal Areas
Primary AdjacenciesSecondary AdjacenciesPath Circulation
Surrounding Areas
Personal Care
Beauty Care
CustomerOrientation
OTCPharmacy
The Little Clinic
Entrance
DESIGN SPECIFICATIONSprogramming+bubble planning
frameweb.com
www.foorni.pl
Scanned by CamScanner
Scanned by CamScanner
Scanned by CamScanner
CONCEPTUAL APPROACH experimental sketches
Scanned by CamScanner
CONSULT 01
THE LITTLE CLINIC
BEAUTY CARE
OVER THE COUNTER
STORE ENTRANCE
PERSONAL CARE
PHARMACY
PHARMACY DRIVE THRU
PAINTACCENT WALL
WHITE BRICKMAIN WALL
HARRINGBONE HARDWOODFLOORING
SOFT VELVET UPHOLSTERY
TRANSPARANT METAL MESH DIVIDING WALL
RUSTIC BLACK METAL POSTS AND FRAMES
RECLAIMED WOODFIXTURES
INFORMATION TECHNOLOGY
STORAGE
TESTING AREA
CONSULT 03
DRUG PREPARATION AREA
PICK UP & DROP OFF
LOUNGE & WAITING AREA
SELF SERVE
EXAM 01
EXAM 02
OFFICE
WR 03
WR 02
STORAGE
RECEPTION
WR 01
SIGN IN TECHNOLOGY
WAYFINDING TECHNOLOGY
NIECHE WALL
TESTING AREA
COSMETIC DISPLAYS
PROJECTOR GLASS SCREEN
FOOD TASTING AREA
CONSULT 02
WAITING AREA
CUS
TOM
ER O
RIEN
TATIO
N
FLOOR PLAN+MATERIAL BOARD
Scanned by CamScanner
PROJECTOR GLASS SCREEN
FOOD TASTING AREA
CUSTOMER ORIENTATION
Kroger Total Health invites its dedicated shoppers to a dynamic and interactive space, where healthy living, healthy eating and healthy thinking is encouraged. Customer Orientation is envisioned to represent the main installation within the gallery space as it projects changing graphic artwork throughout the day while offering shoppers with Kroger’s most healthy products.
WAYFINDING TECHNOLOGY
NIECHE WALL
TESTING AREA
COSMETIC DISPLAYS
KROGER BEAUTY CARE
Scanned by CamScanner
Kroger Beauty is proposed at the main entrance to engage shoppers to a highly interactive and innovative space. Shoppers are drawn to the floating sculpted displays, inspired by the idea of an upside down display presented as “art”. Followed by the perimeter wall “framed” artwork that showcase the shoppers as art themselves, as they communicate with the samples.
CONSULT 01
EXAM 01
EXAM 02
OFFICE
WR 03
WR 02
STORAGE
RECEPTION
WR 01
SIGN IN TECHNOLOGY
CONSULT 02
WAITING AREA
KROGER HEALTH CLINIC
The Kroger Health Clinic is designed to heal the senses of the body by penetrating nature’s beauty into the space. The natural daylight, green wall and healthy living graphics shows Kroger’s dedication and support to its shoppers. The technology wall adjacent to the reception is used here for signing in purposes to reduce traffic and expand circulation paths.
PHARMACY DRIVE THRU
STORAGE
CONSULT 03
DRUG PREPARATION AREA
DRUG DISPLAYS
PICK UP & DROP OFF
LOUNGE
CONSULT 02
SELF SERVE
PHARMACY
The Pharmacy acts as the focal point at Kroger’s Total Health department. Drop off and drop in is designed to ensure it is accessible to all users while maintaining its modern aesthetic qualities. Privacy is also balanced here through the transparent metal mesh to take distraction off from the drive thru at the back.
SELF SERVE
OVER THE COUNTER
Kroger welcomes its shoppers to the pharmacy and over the counter, through the tall black metal post and archways. The archways in the interior are designed to “frame” the painted scenes, representing the space as art itself.
INFORMATION TECHNOLOGY
DISPLAY
TESTING AREA
SELF SERVE
KROGER PERSONAL CARE
The Kroger Personal Care invites shoppers to walk around the gallery’s perimeter walls to observe the showcased products as they interact with the above technologies that educate them about the origins and benefits of each item. Shoppers are then drawn to the testing area to touch, feel, smell and engage with the products prior to purchasing.