This is the story of a high-volume, high-stakes rollout of multiple, consecutive holiday displays for a national retailer executed through collaboration, craftsmanship, and clear communication.
Project Overview
For the 2024 holiday season, Dillard’s partnered with Phase 3 to bring a series of 7 branded front-of-store enhancement displays to life across 245 locations nationwide. Each display came with its own product-specific requirements, brand specifications, and promotional timelines making this a highly detailed and complex undertaking.
But what set this project apart wasn't just the volume of displays. It was also the number of moving parts, including multiple brand approvals, material constraints, production capacity, and tight timelines. The project involved extensive prototyping and a fast-paced production and shipping schedule to meet a firm early October deadline. The multiple displays needed to be shipped to each location on a single pallet rather than individually, which is not the standard operating procedure for this client. Each location had a strict timeline to follow, setting up individual displays weekly, one after another, in the same front-of-store space during the 8-week holiday season. It was imperative the stores had everything they needed for each display in that early October shipment.
Phase 3's solution-oriented approach and proactive project management were instrumental in bringing it all together on time and brand.
From Concept to Creation
The project kicked off in May with a collaborative planning process involving Dillard's and multiple brand partners. Initial concepts were provided by each brand, which Phase 3 then translated into production-ready designs. Dillard's delivered the designs to the brands for review, iteration, and final approval. This back-and-forth collaborative process required flexibility, expert design insight, and precise communication.
Over eight weeks, the team moved from sketches to 3D renders and finally to fully built prototypes. Each render and prototype required multiple rounds of feedback and approval. The main goal was to ensure every detail met the brands' and Dillard's expectations. The effort included creating seven distinct versions of one perfume display. Each display was unique to a brand and constructed to fit around the same size base. This project required extensive planning around available materials, production schedules, and spatial constraints in the fabrication shop.
Design and Fabrication Highlights
With limited time and production space constraints, the Phase 3 design team prioritized ease of execution, material availability, and production efficiency. We utilized nearly every aspect of our capabilities, including metal and wood fabrication, painting, laser cutting, and custom printing, to deliver beautiful and buildable displays.
The design team also focused on maintaining quality while staying on budget. For example, we sourced a thermal laminate to create a metallic finish that mimicked more expensive foil products. This cost-effective alternative delivered the desired look without the higher price tag.
All displays also featured magnetic components to seamlessly attach products to the fixtures. This streamlines the assembly process and creates a clean presentation.
Coordinated Production and Shipping
The project's production scale was substantial. Over 3,000 sheets of materials, which equate to more than 4.5 miles when placed end to end, were used. In addition, the project required 36 gallons of paint, 13.3 miles of magnetic tape, and 17,500 die-cut L-Frames. With production beginning in early September and shipping scheduled to arrive at each location in early October, the team mapped out a production strategy that prioritized the most complex units first. They also coordinated workflows across departments, including printing and finishing (which, depending on the piece, involved laser, die-cutting, cutting, laminating, mounting, metal or wood fabrication, paint booth, heat bending, or a combination.) To optimize the space available and avoid slowing down other projects, the team also coordinated production and finishing across multiple facilities in two states.
The team organized shipping with meticulous precision. By mapping all seven displays in 18 boxes on one pallet and structuring the skid packing process in a logical, auditable format, the team made it easy for Dillard’s employees to find each display when they needed it and set them up without needing a professional installer.
Innovation in the Details: QR-Coded Instructional Videos
One standout innovation was the use of QR-coded instructional videos for easy display assembly. Each box had a scannable QR code on the outside. This code links to a YouTube video that shows how to assemble and display the unit. These videos, shot in real stores, helped Dillard's teams set up quickly and accurately.
Results and Reflections
With dozens of deliverables, tight deadlines, and multiple stakeholders, the Phase 3 team delivered on time, on budget, and on brand.
"All the early-stage planning and concept meetings, as well as daily and weekly production meetings, drove us to a successful conclusion. We experienced challenges but overcame them as a team," said Spencer Reamy, Senior Vice President, Print Services "The most rewarding part was seeing everything arrive on time and look amazing in the stores."
According to Brad Watson, Vice President, National and Strategic Accounts, client collaboration and trust was critical. He recently said, “A really big thank you goes to the Dillard’s team. They trusted us to do a whole lot of stuff in a short period of time in their stores at the very busiest time of the year. They entrusted us to be a teammate with them. I’m beyond thankful.”
The Dillard’s holiday display rollout is a powerful example of what’s possible when careful planning, clear communication, and a shared vision guide a project.
Key Takeaways
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Proactive communication and early planning set the tone for success.
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Overcommunicating upfront made execution more seamless later.
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Staying solution-oriented and flexible kept the project on track and on budget.
Results
This project showcased the full breadth of Phase 3’s retail display design and production capabilities, from design interpretation and material sourcing to prototyping, fabrication, logistics, and installation support. Most importantly, it demonstrated what’s possible when the right team comes together with a shared goal and a clear plan.
Are you thinking about the upcoming holiday season? If you haven’t started, now is the time. Let us help you bring your holiday displays to live with precision and creativity. Contact us today.