Robert Mondavi Winery
Sensory pop up
A solution for retail choice overload.
Masters Coursework
Brand Strategy | Retail Concept | UXUI | Research | Packaging | Illustration
Retail Choice Overload
Offering more choices can sometimes mean fewer sales:
- Creates psychological burden, and makes shopping inconvenient and risky
- Increases time and effort
- Increase odds that you’ll make the wrong choice and regret it
Suggestion: Make choosing easier for consumers.
The Paradox of Choice: Why More is Less - By Barry Schwartz
“The role of the store is shifting to become a showroom where consumers come to examine products and experience brand values without necessarily making a purchase.”
- Brian Kalms, 2014
We make exploring and enjoying wine accessible and personalized for all— from beginners to enthusiasts—by offering interactive and educational experiences that simplify the process of discovering and selecting wines with customized services based on individual preferences and knowledge levels.
The goal is to facilitate easy navigation, empower consumers to make more informed decisions, foster responsible decision-making, and create a deeper cultural appreciation of wine.
Label System Design
Visualizing tasting notes with color-coded indicators for sweetness/dryness levels
Enhancing consumers’ understanding and appreciation of wine by catering to various sensory experiences and engaging categories
Retail Pop Up
Floor 1
Floor 2
Music Domes
Explore curated wine selections for holidays and events with themed playlists
Profile Gallery
Color-coded packaging system for easy navigation by sweetness/dryness and wine types
Info Screens
Brand discovery with interactive screens
Aroma Discovery Corner
Hands-on exploration of aromas and tasting notes
Chef’s Choice Bar
Indulge in local flavors with curated food pairings and wine recommendations selected by local chefs
Digital Platform
Elevate your experience beyond the store, discover your preferences, build your wine profile
- Monthly featured themed playlists
- Curated products based on the theme
- Explore gifting ideas & customize your gift
Music Domes Playlist
- Collect the ingredient that you like
- Access ingredient information & related product
- Record (audio/text) your notes and mark the card
- Featured scented candle available for order
Aroma Cards - Scan The QR Code on Aroma Bottles
- Preference test & build your profile
- Customized product recommendations
- Browse the whole product collection with the assist of the filter: taste (sweet to dry), theme, aroma, price, tier...
Your Flavor Profile
Recipe Collection - Scan The QR Code at Chef’s Choice Bar Menu
- Collect recipes from the Chef’s Choice Bar
- Customized food paring & restaurant recommendations
- Build your menu, enjoy at the bar (VIP)
As we conclude this project, the goal is to redefine the wine retail experience and enhance its accessibility. By tackling choice overload, our goal is to streamline decision-making, empowering consumers to explore and choose wines with confidence. Reflecting the changing role of stores as experiential showcases for brand engagement, our project creates a space for relaxed wine discovery, fostering stronger connections with products and brand values.