Challenge: Instacart wanted to bring its “Cart Classics” campaign into the real world with an experience that celebrated the nostalgia of comfort food while putting its CPG partners at the center of the story. With chef Frankie Gaw reimagining classic American dishes, the opportunity was to make the grocery aisle dining environment feel as memorable and culturally relevant as the campaign.

Insight: If the experience was going to recreate the feeling of a grocery aisle, every detail needed to feel intentional. The nostalgia couldn’t just live in the food. It had to show up in the visual language, the environment and all the little details people could discover along the way.

Solution: Working with Chain, I helped translate the existing concept into a fully realized visual experience, extending the Cart Classics identity across the pop-up grocery aisle dining environment, CPG photo gallery hall and guest touchpoints. From custom packaging and dinner delivered by grocery cart to nostalgic elements like interactive paper menus and “Cart Classics”-branded checkout lane belt dividers on the table, every detail helped make the concept feel like a world guests could step into, experience and share.