TOTAL HEALTH

K RO
GE R

RESEARCH COMPONENT

client profile
Kroger is the largest grocery chain in the US. They are
searching for new and innovative design concepts for one of
the most important and rapidly evolving areas of their stores
known as Total Health.
The goal is to create a uniquely uplifting experience that is
attractive, welcoming, progressive and immersive. Customer
engagement and shopping experience is a key factor in
Krogers vision.
Kroger encourages designs that are different from the
current aesthetics and more focused on:
- Promoting a sense of adventure
- Educational curiosity
- Encouragement
- Moving away from the traditional expectations of health
and wellness
- Genuine hospitality for all ages, genders, ethnicity and
economic status

Free-hand trace of Krogers Exterior Facade

concept for Total Health
Concept taken from Isabel Marant, LA shop
Melrose Place`

CONCEPTUAL APPROACH

concept+design direction
The new concept for Total Health at Kroger is inspired
by Art Galleries.
As the use of the word art has changed, so have its
boundaries. Kroger Health is built to enhance the
experience of shopping through the concept of an
effortless gallery. Minimal physical walls, large graphic
illustrations, natural materials and interesting use of
lighting at displays will be used to showcase products
displayed as artwork throughout the space.

Looking at art suggests ways to engage with art. At

Kroger clients will engage with the products and get
educated about the origins and benefits of each
product, as it will also highlight the creation process.
This gallery will then be accented with an art installation
at its main core, Customer Engagement, where it
promotes a sense of adventure and strive to create a
memorable experience.

TOTAL HEALTH

K RO
GE R

Raw yet Sensual

Minimalism
Simplicity
Modern Art
Sophistication
Selective
Effortless Gallery
Installation
Lighting
Materiality
Typography

Photography
Graphics
Patterns
Colors
Shapes
Forms

Uncontrived
Thoughtful
Imperfection
Street Art
Exterior + Interior
Connected
Harmonious
Local
Hand Crafted
Engaging

bloglovin.com

domusweb.it

retaildesignblog.net

www.foorni.pl

OTC FIXTURE CONCEPT

BEAUTY CARE CONCEPT

WALL DISPLAY CONCEPT

www.victona.com

architectureau.com

LOUNGE CONCEPT

frameweb.com

speak-low.tumblr.com

SIGNAGE CONCEPT

PERSONAL CARE CONCEPT

INSTALLATION CONCEPT

CUSTOMER ORIENTATION CONCEPT

DESIGN SPECIFICATIONS

programming+bubble planning
2580 Linear sf
Concept
Uplifting + holistic experience

Personal Care

2200 sf
Concept
In store +Drive thru
Professional Credibility
Accessibility
One stop shopping

Pharmacy

Functional Requirements
Interactive drop off/pick up counter
Private consultation rooms
(pharmacist + 1 or 2 customers)
Customer waiting area
(seating for 10-12
Storage
2 Family restrooms
Way-finding/signage

Over The Counter

Personal Care

1985 sf
Concept
Self service/ online access
Easy to find what is needed
Credible authority
Source of education
Endless aisle

Pharmacy

Functional Requirements
Shelving + display fixtures
Signage/ graphics/ way-finding
Lighting
Fixturing design
Vitacost order kiosk

Customer Orientation
1000 sf
Concept
In store, non urgent care
walk-in services
Comfort + sensitivity
Functional Requirements
Customer check-in point
Comfortable seating ( 10-12)
2 Exam rooms
Medical supply room
Family restroom
Way-finding/signage

Functional Requirements
Dramatically appealing
Approachable + accessible
Product display/ shelving
Interactive engagement center
Lighting, fixtures, materials
Signage/ graphics/ way-finding

Customer
Orientation

300 sf
Concept
Iconic focal point
Physical kiosk/ digital engagement
Functional Requirements
Digital innovation
Signage/ graphics/ lighting/ branding
Human ergonomics

The Little
Clinic

2559 sf
Concept
Uplifting + holistic experience

The Little Clinic

Beauty Care

OTC

Functional Requirements
Dramatically appealing
Approachable + accessible
Product display/ shelving
Interactive engagement center
Lighting, fixtures, materials
Signage/ graphics/ way-finding

Beauty Care

Entrance
Focal Areas
Surrounding Areas
Primary Adjacencies
Secondary Adjacencies
Path Circulation

CONCEPTUAL APPROACH

experimental sketches

Scanned by CamScanner

Scanned by CamScanner

Scanned by CamScanner

FLOOR PLAN+MATERIAL BOARD

PHARMACY DRIVE THRU
PAINT
ACCENT WALL

WHITE BRICK
MAIN WALL

CONSULT 01

INFORMATION TECHNOLOGY

EXAM 01

STORAGE

EXAM 02

TESTING AREA

PHARMACY

WAITING AREA

DRUG PREPARATION AREA

OFFICE

CONSULT 03

CONSULT 02
PICK UP & DROP OFF
WR 03
HARRINGBONE
HARDWOOD
FLOORING

THE LITTLE CLINIC

OVER THE COUNTER

STORAGE

SELF SERVE

RECEPTION

LOUNGE & WAITING AREA

WR 02
SOFT VELVET
UPHOLSTERY

WR 01
SIGN IN TECHNOLOGY
WAYFINDING TECHNOLOGY

TRANSPARANT
METAL MESH
DIVIDING WALL

NIECHE WALL

BEAUTY CARE

COSMETIC DISPLAYS

PROJECTOR GLASS SCREEN

FOOD TASTING AREA

CUSTOMER ORIENTATION

TESTING AREA

RUSTIC BLACK
METAL
POSTS AND FRAMES

PERSONAL CARE

RECLAIMED
WOOD
FIXTURES

STORE ENTRANCE

CUSTOMER ORIENTATION
Scanned by CamScanner

PROJECTOR GLASS SCREEN

FOOD TASTING AREA

Kroger Total Health invites its dedicated shoppers to a dynamic and interactive space, where healthy living, healthy eating and healthy thinking is encouraged.
Customer Orientation is envisioned to represent the main installation within the gallery space as it projects changing graphic artwork throughout the day while offering
shoppers with Krogers most healthy products.

KROGER BEAUTY CARE

WAYFINDING TECHNOLOGY

NIECHE WALL

TESTING AREA

COSMETIC DISPLAYS

Kroger Beauty is proposed at the main entrance to engage shoppers to a highly interactive and innovative space.
Shoppers are drawn to the floating sculpted displays, inspired by the idea of an upside down display presented as art. Followed by the perimeter wall framed
artwork that showcase the shoppers as art themselves, as they communicate with the samples.

KROGER HEALTH CLINIC

CONSULT 01
EXAM 01
EXAM 02
WAITING AREA
OFFICE
CONSULT 02

WR 03

STORAGE
RECEPTION
WR 02

WR 01
SIGN IN TECHNOLOGY

The Kroger Health Clinic is designed to heal the senses of the body by penetrating natures beauty into the space. The natural daylight, green wall and
healthy living graphics shows Krogers dedication and support to its shoppers.
The technology wall adjacent to the reception is used here for signing in purposes to reduce traffic and expand circulation paths.

PHARMACY
PHARMACY DRIVE THRU

DRUG DISPLAYS
STORAGE
DRUG PREPARATION AREA
CONSULT 02
CONSULT 03
PICK UP &
DROP OFF

SELF SERVE
LOUNGE

The Pharmacy acts as the focal point at Krogers Total Health department. Drop off and drop in is designed to ensure it is accessible to all
users while maintaining its modern aesthetic qualities.
Privacy is also balanced here through the transparent metal mesh to take distraction off from the drive thru at the back.

OVER THE COUNTER

SELF SERVE

Kroger welcomes its shoppers to the pharmacy and over the counter, through the tall black metal post and archways. The archways in the interior
are designed to frame the painted scenes, representing the space as art itself.

KROGER PERSONAL CARE

INFORMATION
TECHNOLOGY
DISPLAY
TESTING AREA

SELF SERVE

The Kroger Personal Care invites shoppers to walk around the gallerys perimeter walls to observe the showcased products as they interact with the above technologies
that educate them about the origins and benefits of each item. Shoppers are then drawn to the testing area to touch, feel, smell and engage with the products prior to
purchasing.