84.51º | ENVIRONMENTAL GRAPHIC DESIGN
Environmental and experiential graphic features highlight new Gensler-designed headquarters in downtown Cincinnati.
The Brand Experience asked us to design and fabricate a suite of branding features and environmental graphics to help different audiences understand what 84.51º does and why it matters— for both the companies who use their services and those company’s customers. 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. 84.51º’s premise is that helping existing customers is better for both Kroger and the customer than finding new ones. 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 are located in the lobby—an interactive floor graphic in addition to a large wall graphic. Each elevator has a feature, and finally, the main feature in the main “canyon” off the 9th-floor Sky Lobby.
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.
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.