Even as digital marketplaces expand, experiential shopping still leads the way in retail. The National Retail Federation (NRF) says brick-and-mortar stores will have a rebirth in 2025. Here’s a direct quote,
"Fundamental for boosting retention, customer acquisition, brand identity, and loyalty, today's physical shops must offer immersive experiences that can't be replicated online and showcase brands' unique identities."
In-person shopping and add-on services build customer trust and loyalty. They create genuine interactions and personal connections with staff and other shoppers. They make a brand community that’s deep and meaningful to customers. Luxury retailers have understood this for a long time. The NRF experts predict that more mainstream brands will take a cue from boutique and luxury shops and invest more heavily in in-store services and experiences.
Phase 3 at StorePoint Fashion 2025: Showcasing Innovation in Retail Design
These predictions were evident at StorePoint Fashion 2025. This annual expo event connects retail leaders with top-tier suppliers to enhance, elevate, and transform the in-store shopping experience. Retail is evolving rapidly. Trade shows like this offer a unique opportunity for brands to experience the latest innovations in in-store engagement firsthand.
At this year’s event, Phase 3 demonstrated how large-format printing and custom fabrication can create unforgettable brand interactions, both at events like StorePoint Fashion and in brick-and-mortar stores.
Our booth, “Around the World in 8 Displays,” was designed to highlight Phase 3’s expertise in retail storytelling. It took attendees on a journey through diverse retail settings, allowing them to step inside some of the most iconic retail experiences our teams have developed. We chose this concept to show how our innovative solutions create significant impact, both at events like StorePoint Fashion and in brick-and-mortar stores.
"Around the World in 8 Displays" Travel Itinerary
To captivate attendees, we built our booth to simulate a global journey through eight distinct displays. Each stop on our "flight" represented actual projects our teams designed, produced, and installed for clients. Attendees explored each "destination," experiencing how the activation came to life in stores.
Bali - Hari Mari Surf Retail Display
Collaborating with MoWax Visual, we transformed Hari Mari’s Dallas flagship store into Bali with surfboard and rope shelving, POP displays, wall murals, and window graphics. The goal was to embody the brand's #EverydayExploring ethos. The result was an immersive tropical experience. Read more about this successful project here.
Saint-Tropez - Neiman Marcus Summer Display
We planned a vibrant summer setup capturing the essence of the French Riviera for the Neiman Marcus summer collection. The experience included bright primary colors, fun beachy stripes and floral patterns, beach umbrellas, a Tiki bar, beach chairs, and lots of resort-wear clothes and accessories for sale. This lively, vacation-inspired design encouraged customers to escape into summer fashion.
Swiss Alps - Neiman Marcus Winter Wonderland
For Neiman Marcus during the holiday season, we repurposed an actual ski gondola for customer selfies, designed full-color winter-themed murals, sourced "snow" and winter-themed props, and installed displays to keep products center stage. Read more about this immersive project here.
Paris - Maison Francis Kurkdjian Retail
In partnership with Neiman Marcus, we created a holiday pop-up experience for the Maison Francis Kurkdijan brand at North Park Mall in Dallas. The team curated a classic Paris scene. We used eye-catching wall and floor graphics, decorated evergreen trees, and park benches. There were also interactive "try me" stations for some products. A charming peddler's cart filled with gifts added to the atmosphere. This elevated luxury display invited shoppers to experience the elegance and charm of Paris.
Las Vegas - Lids Super Bowl Display
For the 2024 Super Bowl, we wrapped a LIDS store exterior in Astroturf and created a stadium tunnel entrance so customers could feel like they’re at the big game. We also designed photo-op areas and product-driven event spaces within the store. The high-impact activation drove significant traffic to the store and garnered media attention. Read more about this impactful experience here.
San Diego - Neiman Marcus VW Bus Display
The "Plan Your Escape" display evoked a wave of nostalgia and that laid-back Californian vibe. The focal point was a classic VW bus painted a gorgeous green and branded "Summer 2019." With the bus, we designed and installed bold product displays to show customers all of the items they needed for the perfect summer beach vacation. View the display here.
China - North Park Mall Chinese Lanterns
For Neiman Marcus, we created an installation celebrating the Chinese New Year at North Park Mall. The team created striking red lanterns adorned with ropes and tassels and hung them from the ceiling for a dazzling effect that enhanced the mall's ambiance without looking out of place. This bold visual statement offered an immersive and unforgettable shopping experience.
Salt Lake City - Maverik
While not a retail display, this revamp of Maverik's corporate office highlighted how a sense of place can elevate any workspace. Maverik asked us to reflect community values, so we designed a redwood forest-themed floor. It includes a synthetic tree slice and wall art made from skateboard wheels and bicycle tires. The results show the adventurous spirit and breathtaking beauty of the American West.
Engaging Sensory and Interactive Elements
According to VML’s The Future 100 report, 85% of global shoppers shop at physical stores because they can engage all their senses. Visual appeal is essential, as is sound, touch, smell, and taste. Customers feel more connected to a brand when we're engaging their senses.
In addition, engagement is always deeper through human interaction. This is another critical lever retail executives can pull to drive traffic to their locations. Through in-person interactions, brands can create a strong brand community.
At StorePoint Fashion 2025, we brought these concepts to life by integrating several interactive and sensory elements, including:
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Interactive Destination Selector: Attendees spun a custom directional signpost to choose their next destination, adding an element of chance and excitement.
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Aircraft Walls and Windows: We fabricated 3-dimensional, life-sized aircraft walls, complete with video screens simulating takeoff and landing at each destination.
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Trunk Selfie Station: This was a fun photo spot that invites attendees to engage and share on social media.
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First Class Service: We offered attendees the experience of a first-class flight, with fabric seat covers, mimosas and branded biscotti and pretzel snacks.
To enhance the first-class experience even more, EVPs Jenny Harris and Troy McGinnis acted as uniformed co-pilots, welcoming guests and guiding them through their "flight."
In addition, signage was critical to grabbing attention at the event. For valuable strategies to ensure high-quality and engaging signage for every immersive experience, take a look at this post.
Branded Takeaways
To ensure Phase 3 remained top of mind after the StorePoint event, we provided attendees with branded travel kits, including a phone charger, a luggage tag, and breath mints. This practical gift delivers a lasting impression of Phase 3's diverse capabilities.
In addition, we offered each attendee a boarding pass as they entered the room and passport-style lookbook titled “Passport to P.O.P and Beyond.” This takeaway featured our entire portfolio and included a QR code linked to a landing page with more information, providing a convenient way for attendees to learn more about our services after the event.
Transforming the Audience Experience Through Immersive Design
At StorePoint Fashion 2025, Phase 3 highlighted our commitment to advancing event and retail design. Creative displays and sensory interactions show how smart planning and custom builds can turn a space into an engaging brand experience. From floor and window graphics to POP and fabricated displays, our activations attract event attendees and lead retail customers to buy.
Whether you need branded displays for an event, custom signage for one store, or a full-store branded activation, Phase 3 delivers exceptional experiences that engage audiences and drive results.
Let’s bring your brand to life. Contact us today.