NRF 2022: Retail's Big Show

Retail's BIG Show, or the NRF Annual Convention & EXPO, is the flagship industry event of the National Retail Federation (NRF). The conference welcomes more than 25,000 retailers and attendees to the Javits Center in New York City.

I'm coming out, I want the world to know, got to let it show...

Our main design goal was to create a unique and interactive conference experience that celebrates our amazing customers. But as you can see in these photos, masks were still the norm during the 2022 NRF Convention. This conference marks the early days of getting back out into the world and attending in-person events again... which led to another design goal, or more of a 'design vibe' is what I'd call it... community.

The layout was designed intentionally to foster community and be the backdrop for building connections by using various seating arrangements, fun photo backdrops, and a full-size camper van where attendees could learn more about some of Narvar's amazing customers and donate toward a good cause.

Let's get it started in here...

First things first, I took to my drawing board and explored many different initial concepts. Knowing that we wanted to make a splash with the lounge while staying true to the Narvar brand, I honed in on a geometric design theme that uses various tones of Narvar's signature blues.

The plan for the camper was to set it up as a mobile boutique where Narvar could provide an interactive experience for NRF attendees while celebrating our world-class clients.

With a solid design direction, I mapped out all 4 sides of the camper ensuring that the design wraps seamlessly 360° around. Other design features included a menu to display items on the inside of the door and a wooden step with a play on words that says, "Step Up Your Post-Purchase Game"

Along with the camper, I designed and art directed additional materials such as digital ads, emails, printed flyers, stationery and invitations, a tall stand-up banner, several smaller banners, and a charging station.

Our design intern, McKenna, took on most of the charging station design and did a great job! I was there to guide her but she is so talented and I can't wait to see all the amazing things she does post-graduation. I mean... would you just look at this charging station? So proud!

Kind words...

I was so honored to have the opportunity to be the lead designer for such an awesome conference experience. There was so much positive feedback that came in that I couldn't help but share with you a few of the wonderful comments.

This was one of the first projects that I worked on after joining Narvar. I owe a lot of gratitude toward my manager, Gabe Hernandez, for providing me the support and encouragement to bring this design vision to life.

Team Credits:

Brand Design: Stephanie Cafasso, McKenna Becker, Gabe Hernandez

Production: Alt Terrain

Marketing: Samantha Gracia, Catherine Dummitt