For the gourmet grocery store Fine Food, we developed a phygital concept that seamlessly connected the in-store experience with digital touchpoints to strengthen the Fine Food Club community. The goal was to transform the brand from a premium retailer into an interactive culinary hub. The concept combined physical experiences—such as live cooking classes, chef demonstrations, and tasting events—with a digital platform that enabled members to book sessions, access exclusive recipes, watch live or recorded classes, and interact with chefs and fellow food enthusiasts. In-store, digital screens, QR codes, and smart touchpoints extended the experience beyond the shelf, linking products directly to stories, preparation tips, and upcoming events. Online, the Fine Food Club became a central space for community interaction, loyalty rewards, and personalized content. This integrated phygital approach strengthened customer engagement, increased event participation, and positioned Fine Food as a destination for culinary inspiration, learning, and community—not just shopping.