Whole Foods beta-tests new format

Whole Foods Market has launched its national ad campaign Values Matter, which aims to communicate the importance of how and from where the company sources its food, Living Maxwell reports. Now the company is beta-testing a new format in its recently opened store in Alpharetta, Georgia. Second Story has developed and installed four interactive displays which connect consumers with the people who are supplying their food; educate shoppers on the company’s commitment to sustainability and serve as a discovery and recommendation engine for new products. The four installations include:

Farm… Meet Table: those are interactive windowpanes (maps, videos, and instagram feeds), where shoppers can look into the lives of the people who grow the food that they are buying
Perfect Pairings: interactive touchscreens that help shoppers discover new products based on their existing food preferences.
Whole Body Mirrors: After a person looks into the mirror, it will project one of three auras and each aura will then recommend a related product.
Wise Wood: The wooden tower gives a detailed explanation of Responsibly Grown (rating system for produce and flowers), and provides other interactive functionality to educate shoppers about various farm practices. More information is available here.