Large-scale lenticular wall in lobby of 84.51, designed by White Design Studio


Branded Experience, Interactive Design, Concept Design, Production Design, Sculpture, Digital Design
Cincinnati, Ohio


The Brand Experience asked us to design and fabricate a branded experience for 84.51º. We were to design a suite of branded features and environments that clearly explain what 84.51º does. Formerly Dunn Humby, 84.51º is a subsidiary of Kroger.


Dunn Humby is the inventor of the Customer Loyalty Card, better known in Cincinnati as the Kroger Card. Customers, using their Kroger cards, provide vital information to Kroger. This information allows them to know what products to offer and where to locate them in the store. Customers benefit because Kroger can offer discounts on the actual things they buy, rewarding them for their loyalty. This model has become the standard for many other retailers.


Our solution was to design a series of features that build off each other as audiences flow through the building. First, in the street level lobby, then in the elevators and finally when arriving at the 9th floor sky lobby. The first two features we designed are located in the lobby. An interactive floor graphic in the lobby compliments a large-scale lenticular graphic. Each elevator has a branded design feature, and finally, the main feature is a custom designed sculpture hanging in the main “canyon” off the 9th-floor Sky Lobby. To see more about the digital experience designed for 84.51º, follow the link here.

Custom designed sculpture spells "LOYALTY" from top of stairs. Sculpture made up of brand shapes and icons and is part of branded experience designed for 84.51º in Cincinnati.

Two men sit on bench in lobby of 84.51º. Large-scale lenticular graphic designed as part of branded experience behind them.

Detail of fabrication process for large-scale lenticular wall designed for the 84.51º branded experience package.

Process photo of production and installation of the lobby lenticular display designed for the 84.51º branded environment package.

Detail of vinyl wrapped aluminum panels that make up large-scale lenticular wall in 84.51º lobby. Design shows branded shapes, colors, and icons mixed with brand photography.

Two men and a woman exit the 84.51º lobby with animated brand icons and shapes following them as part of lobby interactive design. Large-scale lenticular wall in background.

The interactive floor tracks visitors movement. As employees, vendors and visitors move through the lobby, an animated sequence leaves trails of graphic information around them. It is a visual representation of how modern shoppers leave various footprints of shopping data—behavior, shopping habits, purchases, locations, time, frequency, etc. First, this “Digital Dust” is picked up by the Customer Loyalty card, accumulating massive amounts of data. 84.51º then analyzes that data and forms insights to all facets of the retail experience. This provides value not only to their customers‘ businesses but also to their customers’ customers.

Two people walk through interactive lobby experience at 84.51º. Branded shapes and icons animate as the two people walk through lobby.

Detail of 2D brand shape and fact located in elevator. Layout design as part of experiential graphic design package

Elevator graphics take advantage of a captive audience to deliver rotating key facts about 84.51º’s business. The colorful icons are used to graphically represent the data and are foreshadowing the 9th floor experience they are about to experience.

Elevators have quick facts that tie to designs throughout the building. Part of environmental graphic design package. 2d and printed shapes sit on clear acrylic background.

Custom hanging sculpture spells word "CUSTOMER 1st" when viewed from specific angle. Sculpture is made up of many individual brand shapes and icons.

The 9th-floor Sky Lobby is the location for our main feature, a two-story mobile sculpture composed of over 300 brand-colored, shopping icons. At first glance, the art installation appears as abstract pieces of data representing the vast amount of data that 84.51º collects through their loyalty programs. But, two distinct locations–which represent 84.51º’s insight–reveal two messages: LOYALTY from the 9th-floor location, and CUSTOMER 1ST from the 8th-floor.

Detail of branded experience designed for 84.51º in Cincinnati. Image shows acrylic piece pucked off wall with text.

Branded experience designed for 84.51º. Two men and a woman meet in Sky Lobby with custom designed hanging sculpture overhead.

View of custom designed hanging sculpture designed for 84.51º Sky Lobby. Brand shapes and icons make up design.

The result is both a meaningful and fun representation of 84.51º’s business model. The sculpture is a useful tool to explain how 84:51 enhances customer experiences through data collection, analytics and insight

Two 2019 CDA23 awards won by White Design Studio for Experiential Graphic Design projects

Winner of the 2019 Cincinnati Design Awards. The CDA program recognizes the best in design projects produced by Cincinnati-area architects, interior and landscape designers, community planners, and experiential graphic designers. See the full story on our blog here

White Design Studio is a multidisciplinary design firm located in Columbus and Cincinnati, Ohio. We specialize in the design, production, and installation of integrated branding solutions. Our solutions orchestrate corporate identity, marketing, storytelling, environmental, photography, video, print and interactive elements. At White Design Studio, we believe the best way to communicate your brand’s story is through branded environments and experiences. We work with manufacturers, service providers, non-profits, architects and developers, agencies, distributors, governments and municipalities, and museums. First, we identify the work that a campaign, space, or interactive needs to do. We can then model a vision of what success looks like, and design to meet that vision. We are passionate about helping clients communicate their value through well-crafted storytelling, a consistent 2D, 3D, and digital design approach and expert production techniques.
Strategy: White Design Studio is your strategically-focused design source. Our marketing communications are custom-tailored to meet our customers’ objectives. Our creative solutions take many forms, but all are designed for maximum effectiveness. Each solution delivers key brand messaging to a wide variety of audiences.
Branded Environments: Sometimes called Environmental Graphic Design or Experiential Graphic Design, White Design Studio designs and creates strategic, compelling and memorable experiences. Our solutions deliver key messaging, branded specifically for each target audience. Workplace, Corporate Briefing Centers, Showrooms and Lobbies, Museum Displays and Exhibits, Retail Showrooms and Store Design are all great examples of White Design’s sweet spot of design, fabrication and installation capabilities.
Interactive: We combine unique technologies and fabrication techniques to create impactful interactive solutions for conveying our customer’s messaging objectives. Our installations deliver critical information to all of your audiences in a way that is entertaining and memorable. RFID, Projection Mapping, Touch, Proximity Detection and the use of Motion Activated Devices are just a few of the tools we use to deliver your message. White Design Studio’s goal is to make the technology invisible so nothing comes between your audience and your message.
Corporate Sculptures: At White Design Studio we design art with a purpose. Our interior and exterior, custom-designed art installations and sculptures help create iconic symbols for Communities, Municipalities, Non-Profits and Corporations. These commissioned artworks embody the essence of a group by distilling their core brand messaging into a creative and unique 3D feature. Whether it’s interior or exterior sculptures, hanging mobiles in an atrium, a monumental courtyard centerpiece, or other public art installations Peter and his team collaborate with artisans to create one-of-kind expressions that tell your story in a memorable way.
White Design Studio operates most efficiently in the design sweet-spot between environments, identity, and communications. Comfortable stretching any direction, we are at ease designing for one element. But, we are at our best when we can combine each element to develop a fully integrated brand and messaging system. We collaborate with industry-leading professionals on large-scale projects, but can also comfortably operate as your single-source design partner. We partner with Developers, Architects, Engineers, Facility Managers, Creative Directors, Marketing Departments Advertising Agencies and other Design Studios.