Grand Opening Event
Whole Foods, Boulder had installed unsightly construction walls hiding their efforts to double their store footprint and become a new concept "mega" flagship store. We were engaged to create a "retail theater" concept using these customer-facing walls to signal something big was underway.
Produce a word-of-mouth "community event" where painting the walls became an opportunity to acknowledge the active Boulder customer and their beloved outdoor environment. We created "Roam Beyond" as a brand and lifestyle anthem, challenging the consumer to roam beyond their present mindset of the Whole Foods shopping experience. Art applied to Vinyl could later be recycled into shopping totes for the local WF customer.