RETAIL STORE LAUNCH EVENT DANCE PARTY EXPERIENCE
Fresco y Mas needed to create experiential buzz behind the repositioning of the Winn Dixie grocery chain into the new brand. My team was tasked with ideating and creating moonshot concepts to create excitement surrounding the brand launch.
In Person Interviews and Research: I conducted onsite user interviews at a Fresco y Mas store grand opening in Miami, Florida. I learned user preferences for preferred Cuban food and insights into types of events that would excite them to attend. We used these insights to inform the event themes for our experiential trailer.
Pain Point: Current Winn Dixie stores to not prominently stock or display the grocery items the communities of South Florida know and love.
Ideation: Through a schedule of experiential events to raise awareness of a Winn Dixie rebrand to Fresco y Mas customers change their perception of the grocer.
THE EXPERIENCE
CREATE AN UNFORGETTABLE EXPERIENCE THAT MAKES THE GUEST FEEL LIKE THEY ARE HOME
Much like the store itself, the goal of the experience initiative was to introduce the quality and authenticity of the shopping experience without people needing to walk into the store. “We make it easy to make the latin dishes you love, and we understand latin heritage and can help you celebrate it”. The message was clear, the Winn Dixie went away but now the store in your neighborhood is authentic.
My Role: Based on my creative direction, the team created a sharable and lively experience communicated in my renderings.
Social Media: We leveraged SnapChat filters on-site to enable visitors to digitally enjoy and share hispanic cuisine.
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THE EXPERIENTIAL TACTICS
– Onsite Cuban coffee sampling
– Couponing and latin recipes to drive people to the store.
– A phone number collection campaign. “Text for a chance to win a $100 Gift Card”
– An on-site dance party
– A photo booth with props
– A snapchat activation
THE DESIGN: Floorplan
- Photo booth
- Photo printer
- MC dance station
- Coffee sampling station
Research in depth:
I performed primary research by conducting live interviews to learn insights directly from customers at a South Miami Fresco y Mas grand opening.
From shipping software to crafting experiences, I've been around the block
Here are some stories and case studies from my design experience:
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Changing the way a global hospitality company creates interactive proposals
I brought to life a business pitch and proposal with interactive elements, sounds, videos and immersive experience that helped my client tell their story in a memorable way.
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A dynamic website design to showcase an experiential agency's digital capabilities
Working with Monster Media to reposition their digital, experiential and social media offerings to a diverse lineup of clients.
Designing a web3 platform to enable user access environmental conservation initiatives
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Matching volunteer's talents with dog rescues that need their help
The Rescue Dogz app is a platform connecting skilled volunteers with nearby dog rescues that need their help.
Creating a buzz for a rebranded grocery chain in Florida
I interviewed customers in preparation for learning how to create an appropriate and immersive experience that celebrates Hispanic culture
Want to learn more about me?
Feel free to reach out.
