84.51°

EGD | INTERACTIVE | DESIGN STRATEGY | SCULPTURE
Interactive experience, experiential features, and aerial sculpture designed for 84.51°.

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.

Three visitors walk through the lobby at 84.51º triggering an interactive experience. Branded icons follow visitors acting as a trail of Digital Dust. In background a giant lenticular wall shows brand images and messaging.
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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.
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Left, two visitors sit on bench in front of large lenticular wall showing 84.51º brand images and icons on one side and messaging on opposite side. Right, visitor triggers "digital dust" of brand colors and icons while walking through lobby.
Left, specific brand messages sit on icons of differing sizes, shapes and colors. Color coordinated to areas, this area shows variety of greens. Right, a detail of a pink icon with white text. In background, elevator buttons can be seen.
Variety of orange icons of different shapes and sizes hang over meeting areas in the 84.51º lobby.
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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.
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Individual sculpture pieces hang suspended from ceiling in atrium at 84.51º. Pieces align to spell word "LOYALTY".
Three employees have meeting under aerial sculpture at 84.51º in Cincinnati, Ohio.
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Left, aerial sculpture in 84.51º sky lobby made up of different shapes and icons. Right, detail of part of the aerial sculpture at 84.51º. Fuscia brand shapes display white icons.
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WATSON’S

BRAND IDENTITY | EGD | RETAIL EXPERIENCE | DIGITAL | SIGNAGE & WAYFINDING
Brand identity and integrated retail design package for Watson’s rebrand and showroom expansion.
12' white W stands in red brackets outside of the Watson's store in Cincinnati, Ohio.