I'll be honest - I’ve never spent so long in a supermarket. I took over 700 photos and with the help of a small team cut out every product to reconstruct this virtual store, to showcase everything Sainsbury’s had achieved that year. Family, friends and fellow employees were drafted in to populate shop floor. As well as being the designer, I also tried my hand at being a checkout girl and the tannoy announcer.

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Design Week Awards 2010 Winner of Digital Design – Information CorpComms Awards 2010 Winner of Best Online Annual Report