KG

RORE

TOTA

L H

EALTH

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.