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When working with any new client we always listen to their needs, wants and goals first. Then, we analyse their company, brand and/or product. Whole Foods Market has a massively wide story to tell and deciding which areas to be communicated through their windows was a challenging but yet exciting decision for us and the client. This store is the first Whole Foods Market store in Europe and the first Whole Foods Market store to have window displays- Whole Foods Market is famous for its' fabulous in-store product displays but has never had to translate this ethos into a window concept. The other key consideration was that no perishable food could be used within the windows which enabled us to be even more creative.
We investigated 3 different designs. The first was focusing on specific product areas in a very modern and contemporary way. The second was focusing on product heroes using graphics and close up displays of individual product and the goodness factor. The third, which was the chosen route, was all based around the way Whole Foods Market communicates the product message in-store by using handwritten blackboards.
The design was inspired by farmers markets and the idea of a farm landing in the middle of Kensington. By turning all the back walls into a giant chalk board we were able to communicate the many brand and product statements in an informal and friendly way. We then used naive illustrations to communicate and re-enforce the message whilst building in a certain humor, approachability and fun element. The whole theme was brought to life by using white stylized props, designed and produced by Elemental Design - such as a hay carts, wheelbarrows and picnic tables - dressed with an abundance of Whole Foods Market's fabulous products. Roosters, hens and hay bales add a touch of fun and stylish farm life to the finished displays.
Installation has always to be a very organized and timed process especially when you are working along side a press launch and store opening date. However, the installation process is an area that we excel in since we are very adept at handling on much larger scales in general.
lemental Design is famous for creating very unique and customer focused retail solutions. Therefore, our client base includes major international brands. Whole Foods Market heard about us through word of mouth and was quickly persuaded that we would be the optimal partner to create a window campaign that would visually engage the UK population and indirectly the whole world. |
