dunnhumby · Groceryshop 2025
Customer data science, staged as the thing it studies: a grocery shop.
dunnhumby is the global leader in Customer Data Science — the intelligence behind partners like Tesco, Coca-Cola, L’Oréal and Nestlé. For Groceryshop 2025 at Mandalay Bay, Pure Exhibits built a 20 × 20 island at Booth #533 designed as a modern grocery shop: living greenery walls, warm wood, fresh-market ambiance — the very environment the company’s science transforms, rebuilt on the show floor for 5,000+ senior retail and CPG professionals.
Making data science feel like a market
Groceryshop concentrates four days of the industry’s future: 5,000+ senior professionals from 50+ countries, and the world’s most influential retailers and brands competing for their attention at Mandalay Bay. dunnhumby’s problem was the abstraction gap — Customer Data Science serving Tesco, Coca-Cola, L’Oréal and Nestlé across retail media, loyalty and personalization, category management and AI-enabled analytics is a formidable portfolio and an invisible one.
The brief asked for more than presence: a space embodying the mission of perfecting the customer experience, legible in seconds to people who live in grocery stores professionally. The design answer rooted everything in one metaphor — a modern grocery shop, built from natural materials, living greenery and warm wood — so the science arrived wearing the environment it improves.
The shop, as the story
The Living Walls
Real greenery ran as architecture — living walls giving the island the freshness the industry sells, and the single most photographed surface in the aisle. In a hall of screens, plants were the pattern interrupt: an emotional register no rendering matches.
A Market’s Materials
Warm wood, natural textures, fresh-market ambiance — the sensory language of the stores dunnhumby’s partners run. Retail professionals spend careers in these spaces; the booth met them somewhere they already trusted.
Blue Overhead
The dunnhumby-blue hanging sign carried the brand above the shop — wayfinding at hall scale, and the one corporate note in an otherwise organic build. Science above, market below: the company’s whole proposition in section view.
The Portfolio, Shelved
Display surfaces presented the platform the way a shop presents goods — retail media, loyalty and personalization, category management, AI-enabled analytics, each given its place in the market rather than a slide in a deck. Browsing beats briefing.
Partner Gravity
Tesco, Coca-Cola, L’Oréal, Nestlé — the client roster did the credibility work at a show where everyone claims retail expertise. The build’s restraint let those names carry their own weight.
Built Before It Shipped
Living walls and natural materials are the least forgiving elements to improvise on site. The island was fabricated, fully stood up and photo-approved at our facility before shipping to Las Vegas, on one fixed price.
Fresh, at Booth #533
Experience the booth
A walkthrough of the dunnhumby 20 × 20 at Groceryshop 2025 — through the shop, along the living walls, past the shelved platform.
The build at a glance
The abstraction gap, closed
Every data company at Groceryshop claimed to understand the store; dunnhumby exhibited as one. The metaphor did what positioning decks can’t — it made the science feel native to the industry it serves, and it gave 5,000 professionals a booth that photographed, welcomed, and explained in the same gesture.
This is the second consecutive Groceryshop where a Pure Exhibits build led the category conversation — see Afresh’s two-green island from 2024 — and for the venue’s other registers, Zoho at HR Tech 2025.
Explore our work
The prior year’s grocery-tech statement — the two-green island at the same show.
View Case Study → HR Tech 2025 ZohoWhite monoliths in the same convention center — a different answer to a loud hall.
View Case Study → RSA 2025 TeramindWood, greenery and warmth at Diamond scale — the same material thesis in security.
View Case Study → Shoptalk 2025 AfterShipRetail’s post-purchase story told at walking pace.
View Case Study →Abstract platform, tangible industry?
The fastest way to explain data science to an industry is to build the industry and put the science inside it. Pure Exhibits designs and fabricates concept-driven islands — living materials included — pre-built, photo-approved, one fixed price.