DAAP Students Win International Design Competition Sponsored by Kroger

The Planning and Visual Education Partnership (PAVE) recently announced winners of the 2015 PAVE Student Design Competition, which was sponsored by Cincinnati-based Kroger.

“This is the first time the PAVE competition challenge has ventured into the area of food marketing,” said Ken Pray, Kroger’s director of store design. “We are extremely pleased with and inspired by the quality of designs presented.”

The competition was split into two categories – Visual Merchandising and Store Design. Students submitted projects in either category, which were then brought to a panel of 12 judges (six from Kroger and six from the PAVE organization).

Out of more than 425 anonymous entries, four submissions from the University of Cincinnati’s College of Design, Architecture, Art and Planning (DAAP) students won.

The four winners include: Aliene Chidester, first place in the Visual Merchandising category; Seth Huxel, second place in the Visual Merchandising category; Neesha Reddivari, first place in the Store Design category; and Kelly Geig, who received an honorable mention in the Store Design category. Students from Marymount University, Santa Monica College, Humber College, the Fashion Institute of Technology and the University of Kentucky were also recognized.

There was no cost to enter the competition. Students could win a number of grants for themselves and their schools, if they were selected as PAVE competition winners.

“After doing the PAVE competition and realizing there is a lot of opportunity in retail, it made me think about my future differently,” said University of Cincinnati student and winner of the Store Design category, Neesha Reddivari.

Seth Huxel, who finished in second place in the Visual Merchandising category, agreed, “I had never really worked in retail so it was an interesting perspective to gain. I’m definitely more open to the possibility of getting more involved in that category.”

For Kroger, being exposed to the vibrant perspective of undergraduate design students was invaluable.

“Part of the reason we reached out to PAVE to sponsor the program was so we could reach students and ask them the question, ‘How can you get us to start thinking differently?’ They are our future. We are looking to their generation to lead us and approach things in a new, exciting way,” said Pray.

Pray, along with Kroger’s Alex Tosolini, senior vice president of new business development, Daniel Hammer, vice president of culinary development, and Heidi DeMers, manager of interior design, represented Kroger on the panel of judges. In addition to these four, Kroger also invited two store associates to serve as judges in the competition: Laurent Saville, floral manager of a Pocatello, Idaho Fred Meyer store, and Ashley Checa, executive chef manager at a Kroger store in Carmel, Indiana. Both were selected after submitting winning essays explaining why they wanted to participate as judges.

“Opportunities like this give us a chance to expand our horizons and bring new ideas back to our store divisions,” said Checa. “I’m passionate about what I do at Kroger and about design. Judging this competition and seeing what the students worked on was an awesome experience.”

Student winners of the 21st Annual Design Competition were recognized on Wednesday, Dec. 2, during PAVE’s 19th Annual Gala in New York City.

“We look forward to continuing our support of the PAVE organization, participating schools and students,” said Pray, “We congratulate each of the finalists and appreciate every student who submitted solutions for this year’s competition. We look forward to referencing these fresh, inspired designs as we develop future store concepts.”

About Kroger

Kroger, one of the world's largest retailers, employs nearly 400,000 associates who serve customers in 2,623 supermarkets and multi-department stores in 34 states and the District of Columbia under two dozen local banner names including Kroger, City Market, Dillons, Food 4 Less, Fred Meyer, Fry's, Harris Teeter, Jay C, King Soopers, QFC, Ralphs and Smith's.  The company also operates 781 convenience stores, 327 fine jewelry stores, 1,350 supermarket fuel centers and 37 food processing plants in the U.S.  Recognized by Forbes as the most generous company in America, Kroger supports hunger relief, breast cancer awareness, the military and their families, and more than 30,000 schools and community organizations. Kroger contributes food and funds equal to 200 million meals a year through more than 100 Feeding America food bank partners. A leader in supplier diversity, Kroger is a proud member of the Billion Dollar Roundtable and the U.S. Hispanic Chamber's Million Dollar Club.  

About PAVE

Founded in 1992, The Planning and Visual Education Partnership’s (PAVE) objective is to encourage students to study in the field of retail design and planning and visual merchandising through its annual Student Design Competition. Additionally, PAVE seeks to encourage retail management, store planners, visual merchandisers, architects, and manufacturers to interact with and support design students. This is accomplished through projects, seminars, workshops, and the annual fundraising Gala with proceeds dedicated to educational programs and projects benefiting students. PAVE is a 501(c)(3) educational foundation administered by A.R.E.

About the University of Cincinnati College of Design, Architecture, Art and Planning

The University of Cincinnati College of Design, Architecture, Art, and Planning (DAAP) is a comprehensive research and design institution offering undergraduate majors in architecture, art history, communication design, fashion design, fine arts, horticulture, industrial design, interior design, urban planning, and urban studies. DAAP also offers graduate degrees in architecture, community planning, design and fine arts. DAAP’s primary mission is the creation of a better visual and design environment, which is achieved through excellence in educational programs, research, creative works and service to the community. DAAP’s programs within the University of Cincinnati's College of Design, Architecture, Art, and Planning are, year after year, ranked among the very best in both a world and national class. Visit DAAP at daap.uc.edu.