Initial spatial concept — a living and dining environment designed to make the Prime Now service feel tangible and relatable within the retail setting.
ROLE
Creative Direction · Art Direction · Visual Concept · Graphic Design
Creative Direction · Art Direction · Visual Concept · Graphic Design
SCOPE
Prime Now · Whole Foods Market Kensington · Physical retail experience
Prime Now · Whole Foods Market Kensington · Physical retail experience
THE CHALLENGE
In 2018, Prime Now launched its first UK window display at Whole Foods Market Kensington, created to showcase the integration between the two businesses.
Working alongside the UK Amazon Marketing team and the appointed window design agency, I was responsible for ensuring that the content, imagery and tone of voice remained consistent with the Prime Now brand.
THE APPROACH
Rather than treating the window as a conventional advertising display, we wanted to translate the digital delivery service into something physical and familiar: a lived-in home, caught in the moment just after an order had arrived. A living and dining room setting became the backdrop, with Prime Now bags placed as though they had just been delivered, products waiting to be unpacked and everyday objects creating a sense of life within the scene.
Whole Foods Market Kensington — the display occupied the main window frontage, with Prime Now imagery, messaging and animation working together to introduce the service to shoppers.
Architectural cut-outs, an open doorway and windows created visual depth between the store and the display, encouraging people to look into the scene rather than simply read a message from the outside. An HD screen demonstrated how the service worked, while window graphics communicated the key benefits.
The final installation brought an otherwise digital service into a physical retail environment, using storytelling and everyday domestic details to make the connection between Whole Foods and Prime Now immediately tangible.
