Case Study
dunnhumby
Transforming customer data science into a living, shoppable experience at Groceryshop 2025
Pure Exhibits designed and built dunnhumby's custom 20×20 island booth at Groceryshop 2025 — a grocery-shop-inspired exhibition at Booth #533 that brought the global leader in Customer Data Science to life for 5,000+ senior retail and CPG professionals at the Mandalay Bay Convention Center in Las Vegas.
The Challenge
Making Data Science Feel Like Grocery Shopping
Groceryshop is where the future of grocery and consumer packaged goods comes together — four days, 5,000+ senior-level professionals from 50+ countries, and the industry's most influential retailers and brands all competing for attention at the Mandalay Bay Convention Center. For dunnhumby, the challenge was unique: how do you make Customer Data Science — a fundamentally invisible product — feel tangible, approachable, and unforgettable?
The brief went beyond a typical trade show presence. dunnhumby needed to communicate the breadth of a platform serving partners like Tesco, Coca-Cola, L'Oréal, and Nestlé — spanning retail media, loyalty and personalization, category management, and AI-enabled analytics — while creating a space that embodied their mission of perfecting the science of shopping. The answer: design the booth itself as a modern grocery shop.
"Turn customer data into competitive advantage. Unlock the value of your data."
— dunnhumby, Groceryshop 2025
The Creative Journey
From Data Science to a Shoppable Space
The Grocery Concept
Rooting the entire booth design in the metaphor of a modern grocery shop — the very environment dunnhumby's data science transforms. Natural materials, living greenery, warm wood tones, and a fresh-market ambiance created an immediate emotional connection with retail professionals who spend their careers in these spaces, making data science feel familiar rather than abstract.
Biophilic Architecture
Designing a full-height living wall as the booth's centerpiece — a lush vertical garden of real greenery framed by clean white structures and topped with natural wood slats. The living wall evoked the produce aisle of a premium grocery store while establishing dunnhumby's booth as the most organic, inviting presence on a show floor dominated by hard screens and corporate blues.
Brand Ecosystem
Weaving dunnhumby's extensive partner network — L'Oréal, Coca-Cola, Nestlé, and dozens of major retailers and CPG brands — into the booth's visual identity. A prominent graphic wall displayed the partner ecosystem in a web pattern, while the hanging sign's lower band showcased key brand logos, reinforcing dunnhumby's position at the center of retail's data ecosystem.
Conversation Zones
Creating distinct engagement zones within the 20×20 footprint: an open reception counter for quick introductions, digital kiosks for self-guided case study browsing, a semi-private lounge with mid-century modern chairs for deeper conversations, and a consultation area with decorative pendant lighting for private meetings — each zone flowing naturally while serving a distinct purpose in the customer journey.
Design Elements
Six Signature Features
Living Green Wall
The booth's most distinctive feature — a full-height living wall densely planted with lush green foliage, framed by a clean white architectural structure and crowned with natural wood slats. Two large flat-screen monitors were embedded directly into the greenery, creating a striking contrast of technology and nature. The wall evoked the fresh produce section of a premium grocery store, perfectly aligning with dunnhumby's grocery-first identity while making the booth the most organic, breathable space on the show floor.
Blue Branded Hanging Sign
A large, square overhead structure in dunnhumby's signature blue, featuring the white dunnhumby logo on all four faces for 360-degree visibility. The lower band of the sign displayed key partner brand logos — including L'Oréal, Coca-Cola, and Nestlé — immediately communicating the caliber of dunnhumby's client ecosystem and drawing foot traffic from across the Mandalay Bay expo floor.
Interactive Case Study Kiosks
Tall, freestanding digital totems positioned at the booth's aisle-facing edges, each displaying detailed client case studies — including the Walmart Private Brand trust-building campaign. Branded with the dunnhumby logo at the base, the kiosks gave attendees a self-guided entry point into dunnhumby's work, allowing them to browse success stories and solution overviews before engaging with a team member.
Data-Driven Reception Counter
A sleek reception counter anchoring the booth's primary entry, featuring a vibrant blue backlit front panel with the tagline "Turn Customer Data into Competitive Advantage." The counter was flanked by a monitor mounted on vertical wood slats displaying vivid nature imagery — a deliberate design choice reinforcing the freshness theme. A backlit dunnhumby logo on the wood slat wall created a sophisticated 3D dimensional effect, while the blue LED accents tied the reception area back to the overhead signage.
Globe Pendant Lighting
A cluster of decorative globe-style pendant lights with Edison bulbs suspended over the internal meeting area, adding a warm, boutique ambiance that felt more like a curated café than a trade show booth. The pendant fixtures softened the overhead light bars and created an intimate atmosphere for private meetings, reinforcing the grocery-shop design language of a neighborhood market.
Hexagonal Identity Wall
A distinctive back wall composed of interlocking hexagonal graphic panels — one blue hexagon bearing the dunnhumby logo, others displaying key value propositions like "AI enabled software" and "World-class data science." The geometric pattern created visual depth and modularity, echoing the interconnected nature of dunnhumby's data solutions while providing a branded backdrop for the consultation lounge.
Gallery
The Booth in Detail
Booth Walkthrough
Experience the Booth
A full walkthrough of the dunnhumby 20×20 custom island booth at Groceryshop 2025 in Las Vegas — showcasing the living green wall, vertical wood slats, blue branded reception counter, globe pendant meeting lounge, hexagonal identity wall, digital case study kiosks, and grocery-shop-inspired design throughout.
Impact & Results
By the Numbers
The Science of Shopping — Made Shoppable
Groceryshop 2025 was dunnhumby's opportunity to prove that data science doesn't have to feel cold, corporate, or abstract. At an event where one in three attendees holds a C-suite title, the booth needed to earn attention and trust in equal measure — and it did so by meeting retail professionals in their own language: the language of the grocery store.
The living green wall became the booth's signature — a biophilic centerpiece that drew attendees off the aisle and into conversations about category management, retail media, loyalty personalization, and AI-enabled analytics. The grocery-shop concept wasn't just aesthetic; it was strategic. Every design element reinforced the message that dunnhumby understands retail from the shelf out, not just from the data center in.
The consultation zones proved equally effective. The globe pendant-lit meeting area and hexagonal identity wall created an environment where senior retail leaders could sit down, explore case studies from partners like Walmart and Coop Norge, and discuss how Customer Data Science could transform their own operations — from pricing and promotions to assortment optimization and insight monetization. The booth embodied dunnhumby's own tagline: turning customer data into competitive advantage.