A glimpse into the outstanding achievements being delivered by SDEA members across the industry.
PROJECT - PAGE 14
SUMMER SOCIAL - PAGE
New Balance has opened the doors to its Oxford Street flagship in London.
CREATIVE RETAIIL AWARDS - PAGE 18
With Tower Bridge in the background, the community met to foster both new and existing relationships.
The Creative Retail Awards has announced the 2025 shortlist, showcasing innovation and excellence across the global retail industry
Hello,
As we move into summer, I’m delighted to welcome you to the latest issue of Shoptalk.
These events continue to underline the importance of building a strong and supportive community. They reflect the growing role of the SDEA in creating opportunities for members to come together, share insights and celebrate the passion and creativity that define our sector.
In this issue, we reflect on two major events that have taken place in recent weeks. The first was the incredibly popular networking evening that followed day one of the VM and Display Show. Held at a rooftop bar near the BDC, we are pleased to say it reached full capacity once again and welcomed a fantastic mix of professionals from across the sector. Soon after, the SDEA Summer Social brought the industry together once more on another rooftop, this time with sweeping views of Tower Bridge and the City. It proved to be another popular gathering and provided a great opportunity for retailers, suppliers and press to connect in an informal and engaging setting.
This issue also features exciting updates from our members, with highlights of their latest projects and innovations.
We are also very pleased to share more details about the venue for the 2025 Creative Retail Awards. It promises to be an unforgettable evening in a setting that could not be more fitting. This year’s ceremony will take place in a theatre, a venue that perfectly matches the spirit of the event. With all the signature Creative Retail Awards energy and production, this promises to be our most spectacular show yet.
A Behiels
Antony Behiels, Editor
Shop and Display Equipment Association
24 Croydon Road
Caterham
Surrey CR3 6YR
T: 01883 348911
E: enquiries@sdea.co.uk www.shopdisplay.org
SDEA EVENTS SPOTLIGHT:
SDEA Hosts Annual Summer Social at Tower Bridge
The Shop and Display Equipment Association (SDEA) hosted its Annual Summer Social on Wednesday, 3 July 2025, bringing together members, retailers, suppliers, agencies, and media for an industry gathering set against the backdrop of Tower Bridge and the City skyline.
Held in central London, the event offered attendees the chance to connect in a relaxed and sociable setting. Guests enjoyed a summer afternoon and evening outdoors, with drinks flowing and a generous offering of freshly prepared pizzas served under the sunshine. Representatives from across the retail sector were present, contributing to a varied and inclusive gathering.
Participants included SDEA members, retail professionals, and press, reflecting the association’s broad reach across the display and design landscape. The format encouraged informal networking, giving attendees
the opportunity to meet new contacts and reconnect with familiar faces.
The location provided a striking backdrop for the occasion, highlighting the association’s commitment to creating engaging and accessible industry events. As the afternoon progressed, the conversations covered topics from retail trends and upcoming campaigns to shared challenges and future collaboration.
Events such as the SDEA Summer Social continue to play a valuable role in fostering meaningful connections across the industry. With a relaxed atmosphere conducive to conversation, the event provided an opportunity to exchange insights, explore potential partnerships, and strengthen professional networks. Attendees left with renewed contacts, shared ideas, and the potential for future collaboration, reinforcing the importance of in-person engagement within the retail and display sector.
Capacity Crowd Joins Rooftop Networking Event
After Day One of VM & Display Show
Following a busy first day at the VM & Display Show, industry professionals gathered for the now established rooftop networking event, an evening that has become a fixture on the industry calendar.
Held at full capacity on the rooftop of Bubba Oasis, the event welcomed a packed guest list of exhibitors, creatives and retailers, all sharing in a celebration of visual merchandising and display excellence. From animated introductions to thought provoking conversations, the evening created space for genuine connection and collaboration.
With its relaxed yet professional setting, the rooftop gathering offers a rare atmosphere to continue discussions
sparked on the show floor. Demand was high once again, with a waiting list introduced on the final day, confirming its reputation as the place to be during the VM & Display calendar.
The event also served as a platform to spotlight the work of the Shop and Display Equipment Association (SDEA) and the Creative Retail Awards, two organisations championing retail display innovation and recognition. Their presence helped shine a light on the people and practices shaping the future of the industry.
The rooftop event will return next year, once again, bringing the industry together to celebrate, connect and look ahead.
Mega Creative Stands Out
Mega Creative secured the prestigious Best Stand Award at the 2025 VM & Display Show, an accolade voted for by members in recognition of exceptional creativity and presentation. SDEA President Mark Chatterton presented the award, marking a proud moment for the Mega Creative team.
SDEA MEMBER UPDATES:
Sun Bum Hits the Road With Banana Yellow Pop-Up Experience Across the UK
Sun Bum approached Northbanks with the ambition to launch a fun and visually engaging activation that would raise awareness of the brand across Europe. The brief was clear: create something memorable, educational and distinctly on brand.
Northbanks transformed a classic ice cream van into a fully branded Sun Bum experience, wrapping it in the brand’s signature banana yellow and featuring bold logos throughout. The activation extended beyond the vehicle, with matching sun loungers and parasols designed in the same colour palette to ensure a cohesive and eye catching set up.
As a nod to Sun Bum’s Californian roots, the brand wanted to introduce a signature snack. Frozen chocolate dipped bananas were chosen, served with a wide variety of toppings. While visitors queued for their treats, Sun Bum team members were on hand to engage the crowd, sharing important information about sun safety and the benefits of using sun protection. To boost social reach, guests were encouraged to post with branded hashtags in exchange for free Sun Bum products.
The activation launched in London at Leicester Square before moving to Spitalfields Market near Liverpool Street. From there, the van travelled to the Kent coast, with its final stop on Brighton beach.
Each location drew large crowds and high engagement, with the chocolate dipped bananas selling out within the first two hours of opening at every stop. The campaign delivered strong results, generating buzz both in person and online.
www.northbanks.co.uk
NEFF Demo Areas Get a Smart, Stylish Refresh – with Circular Economy High in Mind
Our latest collaboration with BSH showcases how smart design and sustainability can work seamlessly together. We recently refreshed NEFF-branded demo areas in John Lewis stores across the UK, supporting BSH’s ongoing commitment to sustainability and circular economy principles. We’ve refreshed these spaces before, using an approach that maximises existing structures while introducing new, future-ready elements. By designing with updatability in mind, each fixture can be easily adapted or disassembled for recycling, supporting a more environmentally conscious retail model.
This latest update included replacing traditional vinyl wraps with PVC-free alternatives, incorporating sleek acrylic and steel branding elements, and updating flooring for a more modern, cohesive finish. The result? A refined, durable space with minimal environmental impact and excellent cost efficiency. Smart design. Sustainable materials. A fresh new look, all without starting from scratch.
www.creativeideagroup.uk.com
Idea Support ZAGG in the New DID Electrical Concept Store in Limerick
Our recent collaboration with ZAGG at the newly launched DID Electrical concept store in Limerick exemplifies what’s possible when creative vision meets technical precision. This project was a true team effort, engaging nearly every facet of our business in partnership with our client, the retailer, and our trusted suppliers to seamlessly bring a bold visual concept to life.
The result is a standout retail environment designed around product discovery and shopper education. From interactive touchscreens to immersive demo zones, every element was designed to encourage hands-on engagement and support confident, informed purchasing decisions.
Our agile approach allowed us to adapt quickly to evolving needs, ensuring a flawless execution. More than just a fit-out, this collaboration showcases how thoughtful design, and strategic execution can elevate the retail experience and forge deeper connections with today’s consumers.
www.creativeideagroup.uk.com
HMCA SDEA Members Offer
An exclusive offer* to provide private medical plans for members of Shop and Display Equipment Association has been arranged with HMCA, including a £50 gift card or £100 off your first-year subscription upon joining a private medical plan.
If you already have a private medical plan, are you paying too much? You could save money by transferring to HMCA. Why not request a no obligation quote ahead of your renewal? You may transfer to HMCA at any age, without a medical examination and will receive guaranteed acceptance under our transfer facility. This offer is also available to you if you do not currently have private medical cover. With hospital waiting lists at a record high, there has never been a better time to start a private medical plan.
HMCA offer four levels of private medical plans for individuals, family groups and companies as well as dental plans, hospital cash plans, travel plans and vehicle breakdown recovery. Our many years of experience ensures we have a plan to suit your needs at the best possible price.
Who are HMCA
HMCA was established over 45 years ago and has grown to be one of the most successful membership benefit providers in the UK. HMCA membership is also one of the most exclusive as our plans are only available to the members of trade, professional and membership groups and subscribers of select publications. Therefore, HMCA is not on any comparison website. You will not see HMCA advertising to the general public and this means minimal marketing costs so we can arrange comprehensive and flexible medical plans that are great value for money.
For further information and quotations contact HMCA by telephone on 01423 799949 or visit the exclusive HMCA of Shop and Display Equipment Association website here: https://www.hmca.co.uk/sdea
HMCA/S PLC (trading as Hospital and Medical Care Association, HMCA and HMCA Members) is authorised and regulated by the Financial Conduct Authority (FRN:307587). HMCA/s PLC is a company registered in England, company number: 01362094, registered office: Beech Hall, Knaresborough, North Yorkshire, HG5 0EA.
*Exclusive offer available to members of Shop and Display Equipment Association and other selected membership groups.
From Hive to Aisle: Nature-Inspired Design in Retail
Rooted in sustainability and storytelling, our latest retail feature transforms the journey of honey—from buzzing bees to beautifully branded gondola end—into an immersive in-store experience. The concept began with a visit to Source and Tropical Farms, where observing bees in their natural habitat sparked a key question: how do we bring this raw connection into the store?
The answer unfolded through early sketches and material exploration, blending natural textures with functional retail design. A standout decision was repurposing real, weathered beehive boxes from the farm. These authentic elements became the foundation of the display, giving customers a physical and visual link to the bees’ world. As the design progressed, we moved into technical development and collaborated closely with manufacturers to refine materials, ensure feasibility, and maintain aesthetic integrity. A prototype phase allowed for hands-on client review and final adjustments before production.
The result? A feature that doesn’t just display honey—it tells its story. Through natural materials and thoughtful design, customers are invited to connect with the source, and appreciate the product’s journey, transforming a shopping moment into a meaningful experience.
Dorotape is thrilled to unveil Glass Apeel, a PVC-free game-changer for stunning, easy-to-apply printed window graphics.
Unlike traditional static cling vinyl, which degrades after about 6 months, struggles in cold and humid conditions, and contains highly plasticised PVC—one of the most environmentally harmful plastics—Glass Apeel offers a revolutionary alternative. This innovative solution is not only free from harmful VOCs but also provides complete repositionability and lifetime removability. Glass Apeel can even be stored and reused multiple times, significantly reducing waste and reinforcing our commitment to environmental sustainability.
Glass Apeel window graphic material features an innovative, smooth, non-sticky underside with a unique microporous layer that expands the film’s surface area, creating a grip-like feel. When applied to smooth surfaces such as glass or metal, the film naturally aligns with the surface, keeping it firmly in place. Removal is remarkably simple—just peel from one corner and the alignment breaks instantly, releasing the grip completely and leaving absolutely no residue behind. This revolutionary technology combines professional-grade performance with unmatched convenience.
Glass Apeel is available in four different versions:
• Glass Apeel Transparent is 100% optically clear for use on glass and acrylic and can be front or mirror printed
• Glass Apeel Frosted has a bright translucency for front or mirror printing, providing privacy while letting light through (Coming soon)
• Glass Apeel White 99% light block out properties for use on to windows and smooth metal surfaces
• Glass Apeel Solar is a transparent film with energy conservation properties for use on windows to help maintain an even indoor temperature (Coming soon)
Glass Apeel is printable using Latex, UV, and Eco-solvent inks, and looks stunning when applied to glass, acrylic, and other smooth, flat surfaces.
Why choose Glass Apeel?
• Easy to install – Completely repositionable and fully reusable
• Residue-free – Quick, easy and clean removal
• Eco-friendly – Free from PVC, Phthalates and VOCs
• Temperature-resistant – Stays flat and performs well in varying conditions without shrinkage
Michael Ingram, Managing Director at Dorotape, announced the exciting development. He said: “We have been looking to expand our range of environmentally friendly digital print window films for the last 6 months and Glass Apeel is the perfect choice for anyone wanting to print promotional advertising on to glass.”
Dorotape, who have been supplying the industry for over 35 years have built a wide portfolio of PVC-Free films. Glass Apeel is the latest addition to this range and enhances their commitment to offering the very latest innovations in product technology and sustainability.
Glass Apeel is available at 1370mm wide in both 10-metre and 30-metre rolls.
+ Earn Reward points every time you buy!
Sample packs showing all these films are available now –get in touch to request your FREE pack!
Tel 01858 431642 or email sales@dorotape.co.uk
Online resources
https://www.dorotape.co.uk/Item/GlassApeel
EcoForm by Proportion London and Kesslers London Wins ‘Innovation of the Year’ at UK Excellence Awards 2025
In a landmark achievement that redefines the future of sustainable retail design, Proportion London, in collaboration with its sister company Kesslers London, has been awarded ‘Innovation of the Year’ at the UK Excellence Awards 2025, held at Wembley Stadium on Thursday, 27th March. The honour was presented in recognition of EcoForm, a ground-breaking eco-conscious mannequin solution that slashes carbon emissions by 96% when compared to traditional fibreglass alternatives.
The judging panel commended organisations that consistently push for better ways of working, reward experimentation, and create an internal culture where new thinking is actively encouraged. The Innovation of the Year category also recognised companies that collaborate with external partners to unlock new ideas and foster innovation ecosystems. EcoForm stood out not only for its measurable environmental impact, but for how it was developed — through a culture of design-led experimentation, team-driven ideation, and purposeful partnerships with sustainability experts such as CarbonQuota. The project reflects Proportion and Kesslers’ long-term commitment to rethinking every aspect of physical retail, from materials and processes to packaging and energy use.
This recognition comes at a pivotal time. The retail industry is undergoing a significant shift, from linear, product-focused models to experience-led, environmentally responsible approaches. A 2024 study by the UK’s Retail Bulletin found that 66% of British retailers are actively increasing investment in physical visual merchandising as a response to digital fatigue and declining online loyalty. Simultaneously, brands are under increasing pressure to prove their sustainability credentials beyond marketing, with carbon transparency, ethical sourcing and responsible procurement now part of core business metrics. EcoForm offers a practical, highimpact solution for display environments that meet those evolving demands.
“EcoForm represents our belief that sustainable design must be uncompromising,” said Daniel Astarita, Managing Director at Kesslers London and Proportion London. “It cannot be more expensive, more restrictive, or less beautiful than what came before. EcoForm offers all the customisation, elegance and premium feel our clients expect, but with 96% less carbon impact. This is not a trend. This is a new benchmark.”
Developed in-house at Proportion London, the mannequins are manufactured using biodegradable, recyclable and natural materials, finished with water-based, low-toxicity paints, and packaged in sustainably sourced, recyclable materials such as kraft paper and double-wall cartons. Unlike fibreglass mannequins, which are highly pollutive in both production and disposal, the products
have been verified by CarbonQuota, whose independent analysis confirmed a 96% carbon footprint reduction.
Importantly, EcoForm is offered with no additional cost, no minimum order quantity, and no compromise on Proportion London’s renowned standards of customisation and detail, making sustainability not just a promise, but an accessible reality for retailers of every size.
The production process has also been optimised to reduce emissions at every stage. Beyond the product itself, the Proportion London and Kesslers team are in the final stages of installing solar panels at their UK-based manufacturing facility, further reducing reliance on non-renewable energy and closing the loop on the company’s low-impact vision.
“We believe brands shouldn’t have to choose between aesthetics and accountability,” added Astarita. “EcoForm lets them have both — it’s designed to inspire as much as it is to endure. This award shows that the industry is ready for better, cleaner and smarter solutions. We’re proud to lead that change.”
The UK Excellence Awards, among the most respected accolades in British business, recognise excellence across innovation, sustainability, customer service and organisational performance. Judged against the EFQM Excellence Model, the ‘Innovation of the Year’ category seeks to identify a product or solution that demonstrates measurable impact, scalability, and industry relevance. The award entry delivered on all three, representing not only a product, but a new chapter in how sustainability is integrated into physical retail experiences.
EcoForm also aligns with Kesslers London’s broader sustainability commitments, which include achieving carbon neutrality by 2027, maintaining a zero-to-landfill policy, and actively transitioning to a circular economy business model. The company uses eco-indicator tools to measure product and packaging sustainability during design, giving clients insight into the environmental impact of every stage of production.
In a time where environmental responsibility is under sharp focus from investors, regulators and consumers alike, this innovation win places both Proportion London and Kesslers London at the forefront of the sustainable design movement. As retailers seek partners who can deliver creativity and conscience in equal measure, EcoForm just set a powerful new standard. www.kesslers.com
Shopfitting Warehouse Transforms Thorpe Park Gift Shop With Flexible Shelving Solution
Shopfitting Warehouse, a specialist in retail display systems, has partnered with Thorpe Park to revamp its gift shop with a focus on flexibility, improved lighting, and increased product visibility. The project aimed to update the retail space to better accommodate a growing range of merchandise while enhancing the overall shopping experience for visitors.
The
Challenge
“Our product range had significantly grown year on year, and the space we previously had was divided by a scaffold based shelving system with solid wood shelving. We knew that we needed to remove that structure to allow for more merchandise to be on display – whilst also ensuring that the lighting for the unit meant replacement shelving wasn’t casting shadows on the colourful products.”
The Solution
Solid shelves were swapped out for glass shelves, to improve light and decrease shadows.
“We settled on a standard sized glass shelf to ensure that future shop movement was easy, and didn’t require measuring every time.
The glass shelves let the light through to the product underneath but the chrome brackets also bounce light back upwards to help light the product above.
...[Shopfitting Warehouse] provided us with the dedicated customer service focus and support with sourcing the shelving in time.”
The
Results
“Our new displays are so much brighter and flexible than before, and we now have the ability to flex the wall space to our needs instead of being confined by a rigid structure... and we were able to put more SKUs on display, reducing space required in stockrooms, and allows more facings of products in the same amount of space.
In a longer period of time I’ll expect to see increased sales of popular lines, the ability to quickly remerchandise to weather, seasonal or new product requirements and keep surprising our returning customers with an ever changing retail experience!”
www.shopfittingwarehouse.co.uk
Immersive Showroom Design with Sensory Innovation
At Noble-Bespoke, we craft more than beautiful showrooms — we build fully bespoke, emotionally rich retail environments that bring your brand to life. With decades of expertise across jewellery, fashion, and luxury sectors, our team delivers end-to-end showroom solutions tailored to your story, style, and space.
Now introducing something truly groundbreaking
The Interactive Scent-Memory Installation — a multisensory experience that subtly diffuses signature scents into display zones, transforming how customers engage with your collections. For the jewellery industry, this means bespoke fragrance pairings for bridal, high jewellery, or heritage lines, enhancing emotional recall and brand connection. Clients can even receive jewellery in scented memory boxes, where the fragrance evokes the exact moment they fell in love with a piece, making it a cherished, repeatable memory.
From stunning lockable glass cabinets and museum-grade lighting, to premium packaging in tones like mocha mousse and cerulean blue—our work merges visual excellence with innovation.
With global delivery and personalised service, Noble-Bespoke creates retail experiences your customers will never forget.
Scented Display Pods
Each jewellery collection (bridal, high jewellery, heritage, contemporary) can be housed in display areas with subtle, curated fragrance notes:
• Bridal: soft rose, white tea, or vanilla orchid
• High Jewellery: oud, amber, or fine leather
• Contemporary: citrus, vetiver, or oceanic notes
This creates immediate emotional anchoring for the customer—”this scent” becomes “that moment”.
Memory Capsule Gift Boxes
When a client selects a piece, they can receive their jewellery in a gift box that contains a scent capsule matching the display scent—so every time they open the box, the experience is relived. Perfect for engagement rings, anniversaries, or heirlooms.
Private Room Diffusion
For luxury brands offering appointment-only VIP rooms, bespoke scent diffusion aligned to the client’s preferences (e.g. classic vs bold) makes the encounter feel deeply personal and exclusive.
www.noblegift.co.uk
Expert support on hand – whenever you need it
As an SDEA member, you already benefit from exclusive access to Citation’s Free HR and Health & Safety Advice Line. It’s your go-to service for quick answers, expert advice, and peace of mind when it comes to managing your team or staying compliant. Whether you need help handling a tricky staff issue, updating your risk assessments, or understanding legal changes, Citation’s experts are just a phone call away.
But there’s even more support available. Citation offers a full range of HR and Health & Safety services including documentation, onsite audits, compliance software and tribunal support – because they know you didn’t go into business to spend your time trying to stay on top of that. They help you focus on running your business.
And now, SDEA members can also take advantage of support in two essential areas: cyber security and ISO certification.
Cyber security: your wake up call
Cyber attacks seem to be in the news weekly and the government’s calling cyber security “a necessity, not a luxury”. So if recent headlines have made you wonder whether your business is protected, Citation Cyber have the perfect way to get you started. By putting the basics in place you can prevent an attack, rather than respond to one.
ISO certifications made simple
Want to show clients you’re serious about quality, safety, and professionalism? ISO certifications are your path to proving that. And Citation ISO make that journey simple for businesses just like yours with expert guidance and longterm support.
Kick things off with Citation today
Get in touch with Citation to organise a free audit of your business and start saving time, stress and money.
Simply call 0345 844 1111 or click here for more information.
Remember to quote ‘Shop & Display Equipment Association’ when enquiring to access preferential rates.
Project
New Balance
New Balance has opened the doors to its Oxford Street flagship in London, revealing a completely redesigned retail environment that puts community and creativity at its core. Officially launched on Thursday, April 17th, the space represents the latest iteration of the brand’s global retail concept, shifting emphasis from products to people.
TDM.SPACE
Images:
This updated concept is designed to foster a deeper connection between visitors and the brand, using central seating zones and visual storytelling to showcase the heritage, design, and craftsmanship behind New Balance products. In doing so, the store aims to serve not only elite athletes but also those engaged with contemporary culture and fashion.
Spanning three levels, the flagship is an expansive showcase for New Balance’s latest collections, featuring dedicated sections for football, tennis, skateboarding, and the flagshipexclusive ‘Made in UK’ range. This space, inspired by the energy of London itself, is described by the company as a physical embodiment of its performance-meets-lifestyle ethos. The façade of the new New Balance Oxford Street store integrates seamlessly with the busy streetscape of central London. Inside, the layout has been designed to remain flexible,
enabling regular rotations of activations and collaborative installations that tie into the city’s cultural and sporting calendar.
Marco Alves, General Manager Retail EMEA, said:
“The reopening of our Oxford Street flagship marks an exciting new chapter for New Balance in the UK. This space represents the evolution of our retail vision – designed to inspire, connect, and serve a broad community, from dedicated athletes to those passionate about style and culture. We’ve created an environment that brings people together and showcases the best of what New Balance has to offer.”
The store also hosted a series of events around the 2025 TCS London Marathon, including a race station for runners, cheer-sign-making, a community run, and post-race services such as medal engraving, gear customisation, and a recovery zone.
Ultimately, the Oxford Street flagship underscores the brand’s ambition to redefine the in-store experience, placing shared moments, personal achievement, and cultural relevance at the forefront of its offering.
SDEA Holds 78th Annual General Meeting and welcomes new Vice President
The Shop & Display Equipment Association (SDEA) proudly held its 78th Annual General Meeting on Wednesday, 14th May 2025, bringing together members to reflect on the past year and shape the future of the retail display and design sector. Included was the announcement that the new Awards co-organised by the Association, the Creative Interiors Awards (www.creativeinteriorsawards.com), are now open for entries.
A key highlight of the day was the election of the Association’s leadership team. Mark Chatterton of Morplan was confirmed to continue in his role as President, providing stability and continuity in SDEA’s strategic direction. The President opened his annual review delighted that the Association had 14 new members since the previous AGM. Supporting him will be Claire White of Antalis, who was newly elected as Vice President, bringing fresh insight and experience to the executive team. Claire was excited about continuing the success of the Association: “The SDEA continues to offer valuable and relevant support and advice across the very different sectors it encompasses within the shop fit, design and display industry, as well as providing key opportunities to liaise, network and, let’s not forget, celebrate, the immense creativity and successes of its members throughout the year. Having been a council member for the past three years, I was incredibly excited, honoured and delighted to accept the role of Vice President for the coming year.”
Three new members were elected to the Executive Council this year, reinforcing the Association’s commitment to strong and diverse representation across the industry. The newly elected council members are:
• James North, Northbanks Design
• Sally Scott, Quagga Design
• Ross Inanc, HOL Group
SDEA Director, Antony Behiels, commented: “We are delighted to welcome our new council members and look forward to the valuable perspectives they will bring. With Mark and Claire at the helm, the Association is well positioned to continue championing innovation, collaboration, and excellence in the retail design and display industry.”
The AGM also served as a platform for members to network, exchange ideas, and celebrate the continued resilience and evolution of the sector.
The Executive Council will work together over the coming months bringing fresh ideas and inspiration, securing the future growth of this highly innovative organisation.
Follow the SDEA on Linkedin for regular updates: www,linkedin.com/company/shop-and-display-equipment-association
New Vice President Claire White and returning President Mark Chatterton
The Stage is Set...
The Creative Retail Awards has announced the 2025 shortlist, showcasing innovation and excellence across the global retail industry. This year’s ceremony will introduce a dramatic new setting, taking place at London’s newly opened Emerald Theatre at Embankment on 25 September 2025.
With over 20 categories spanning visual merchandising, store design, digital integration and sustainable design, the Awards continue to highlight the strength of the retail design sector. The shortlist also recognises the wider creative design and experience industry, where innovation across hospitality, leisure and lifestyle environments increasingly shapes how brands connect with their audiences.
The shortlist was compiled following a dedicated in-person judging roundtable, where a panel of highprofile industry experts convened to assess and deliberate over a full day. The session involved rigorous discussion and detailed evaluation to ensure a balanced and transparent outcome. The result is a strong and
independent final shortlist that reflects standout innovation and execution across the sector.
Antony Behiels, Director at the Shop & Display Equipment Association and event organiser, said: “This year’s shortlist is filled with projects that capture the ambition, energy and ingenuity driving the sector forward. The standard was exceptionally high, and our judges had incredibly hard decisions to make when narrowing it down. Every shortlisted entry deserves recognition for the quality and impact of their work.”
The 2025 event venue, the Emerald Theatre, provides an ideal backdrop for an industry that increasingly draws on theatrical elements to engage customers. From immersive retail
environments to experiential displays, the shared language of drama and design connects retail and theatre more closely than ever.
Terry Clark, Director at 365 Retail and event organiser, commented:
“The Emerald Theatre is a stunning new venue that brings a real sense of occasion to this year’s Awards. The night will incorporate everything people have come to know and love about the Creative Retail Awards –but we’re taking the experience up another level. With dramatic staging, live performances and an electric atmosphere, it promises to be a standout celebration of the industry’s creativity.”
The Creative Retail Awards recognise a broad scope of achievements, with categories covering everything from POP displays and window design to omnichannel innovation and sustainable design. The shortlist spans the breadth of the creative design and experience sector. The event will also include the announcement of
the SDD public vote winner, followed by the reveal of the coveted Design Agency of the Year, recognising overall creative excellence across multiple disciplines, and the inaugural Trailblazer Award – celebrating a person, brand or initiative admired for their influence, vision and inspirational impact on the industry.
The complete list of shortlisted entries is now available in a newly released digital brochure, providing a detailed look at the nominated projects.
Tickets for the 2025 ceremony are now on sale. Guests can choose from a range of seating options – including traditional theatre seats and the Creative Retail Awards’ signature sofas – offering a variety of ways to experience the night in comfort and style. Demand will be high, and with availability limited, early booking is strongly advised to secure a place at this unmissable event in the retail calendar.
www.creativeretailawards.com
"Being part of the SDEA continues to provide valuable connections, business support and the opportunity to celebrate the very best talent from across the industry through the Creative Retail Awards each year. "
Claire White Antalis
"I have been an active member of SDEA for 7 years and found it highly valuable in the furtherment and growth of key industry connections and links to new customers.
Rob Hill Graphica Display Ltd
"Our last 3 years fees have been covered by just one of the leads we received from the SDEA this year."
Mark Chatterton Morplan Ltd
"As a member of the SDEA, we have had numerous opportunities thanks to their Directory and infoline service. I've benefitted from various advantages including leads, enriching networking events, discounts on trade shows, access to the SDEA App for retail trends and information updates. The Creative Retail Awards is an incredible annual event that showcases the very best in class across selected categories."
Paul Smart Arken POP
"We love the SDEA – very supportive and a great way to network with like-minded peers. Always good fun too!"
Ross Inanc H.O.L Group
This year, the Creative Retail Awards will be held in a beautiful theatre setting. It’s the perfect location to reflect the imagination, drama and creativity that define the very best in retail.
Theatre and retail share a powerful connection. Both are built on storytelling, atmosphere and visual impact. From immersive store experiences to captivating displays, the most successful retail designs are performances in their own right.
Join leading brands, designers and visionaries from across the retail world. Enjoy a night of inspiration, entertainment and recognition in a setting that puts creativity in the spotlight.
Experience the most spectacular night in retail – an unmissable evening of excitement, entertainment, and celebration as we once again redefine the awards experience.
Tickets are now on sale – secure yours today and be part of retail’s biggest event of the year.
