DashMart is a store exclusive to and operated by DoorDash that sells everything from fresh produce to household essentials. To show that DashMart's obsession with the customer experience takes the cake, DoorDash's creative studio created "The Picky Claw," a ridiculously delightful arcade-style claw game where everyone's a winner.
Set up in SoHo for a 10-day installation, The Picky Claw was a magnet for NYC locals and influencers — even with its hours-long line around the block every day. Each player selected a piece of produce from the window display with the claw, using a joystick. The produce dropped into a custom, reusable grocery bag before being transported by a conveyor belt behind a curtain. Then upon receiving their bag, each player found their selected fruit or veggie inside, plus additional DashMart swag, local NYC snacks and drinks, and limited-edition collabs with some of NYC's favorite local brands.
We pored over the details of this experience, crafting every nook and cranny for optimal delight.
Starting from the street view, we wanted the storefront and sounds to draw people in. To do so, we transformed the facade of a traditional commercial space into a colorful and captivating window-shopping experience.
As passers-by approached, they'd see people lining up on the sidewalk, leading up to a life-size bluetooth joystick, quick-bolted to the building exterior. Players would peer into the glass at shelves of lifelike fruit, beautiful lighting, a poppy palette, and of course — the claw. Lining the side shelves in the "storefront" were additional monochrome, imaginary products that demonstrated DashMart's assortment, from cleverly named coffee beans to pastel-colored rolls of toilet paper.
Upon the start of the game, the giant joystick steered the claw machine, which hovered over rows of handmade faux fruits and vegetables. But what made The Picky Claw different than the classic arcade game was that it was rigged to win. Thanks to a grid of drop points and perfectly propped-up prizes, every player could successfully select something from the shelves to take home.
What happened next? The faux fruit or veggie of choice would drop into a branded, reusable grocery bag, which then cruised back behind a velvet curtain on a grocery store conveyor belt. It's behind that curtain and wall where the magic happened. Not only is that where all electronics were hidden out of sight, but it's also where a real human swapped the fake apple, pomegranate, pepper, or pear with a fresh, edible one. Then, it got loaded up into the gift bag with lots of other goodies.
While the players retrieved their bags from a smiling ambassador in the DashMart-branded vestibule, the custom-fabricated shelves were pulled inside to be seamlessly restocked. Then the process would start over again — all to a jaunty audio track customized with action-triggered sound effects.