Formerly Dunnhumby, 84.51°, is a subsidiary of Kroger and the inventor of the Customer Loyalty Card, or Kroger Card. These loyalty cards accumulate massive amounts of data. 84.51° then analyzes that data and forms insights into all facets of the retail experience. These insights provide value not only to their customers' businesses but also to their customers' customers. This model has become the standard for many other retailers.
Our solution was to design a series of features that build off each other. Starting in the street level lobby, then up the elevators and finally when arriving at the 9th-floor sky lobby. Through interactive animations, murals, and a large, suspended sculpture in the atrium, we designed a system that successfully told the customer's story at every level.
Our solution started with the creation of an icon-based visual language that could represent both the incredible amount of data 84.51° collects and act as a unifying element throughout the large space. We called this language "Digital Dust". We used this language to design a series of features that build off each other as you move up in the building.
Gensler's design of the 84.51° lobby is raw and stark, creating an ideal first interaction with our Digital Dust. Using a series of projectors and computers hidden in the ceiling, we transformed the floor into an interactive experience. As employees, vendors, and visitors move through the lobby, an animated sequence leaves trails of digital dust around them, representing their shopping data. The data "collected" in the lobby is then digested in the elevators, where graphics deliver rotating facts about 84.51°'s business.
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 installation appears as abstract pieces of Digital Dust. Each piece represents the vast amount of data that 84.51° collects through their loyalty programs. But, two distinct locations–which represent 84.51°'s insight–reveal key messages. At the 9th-floor location, the word LOYALTY is revealed, and CUSTOMER 1ST from the 8th-floor.
The result is a fully integrated experience that creates both a meaningful and fun representation of 84.51°'s business model. Each design feature becomes a useful tool to capture visitor attention and explain how 84.51° enhances customer experiences through data collection, analytics, and insight.
Experiential Graphic Design
Interactive Experience
Sculpture
Design Strategy
Gensler
The Brand Experience
Berding Surveying
Baser Matter
Vulkane
Experiential Graphic Design
Interactive Experience
Sculpture
Design Strategy
Gensler
The Brand Experience
Berding Surveying
Baser Matter
Vulkane
