FIRST PLACE: “Macy’s Flower Show Pop Up Shop”

2025 INTERNATIONAL VISUAL COMPETITION AWARDS

In-Store Seasonal Promotions;
Temporary/Pop-Up Retail

THE CHALLENGE? CREATING a distinctive pop-up experience dedicated to merchandise created specifically for the retailer’s coveted annual Flower Show. The solution? Immersion. Using extensive vinyl, the rooms were covered in graphics representative of the show, as well as with tables and risers.

“The space was divided into different sections, each merchandised as a cross/lifestyle moment featuring each unique print,” says Manuel Urquizo, Director of Storewide Visual Campaigns & Windows, Macy’s. “We used the maidenhair fern print as the backdrop to the shop, helping to anchor all the prints together. We used a small Piaggio truck and covered it into our own Macy’s flower truck, creating a fun selfie moment for our customers.”

Scaled fixtures, prints, props, risers and more, all took cues from the retailer’s annual Flower Show.

Advertisement

Another hurdle to overcome during the design process was occupying the space itself – low ceilings and tight confines challenged the creative team to make the space look larger, with one strategy including scaled fixtures in the space to help flow throughout the floor.

The resultant pop-up was merchandised by stories under themes such as apparel, gardening or cooking, says Urquizo. “It was a big hit with lines of customers waiting for their moment to take a photo,” he says.

PHOTO GALLERY (6 IMAGES)
📷: BILL WALDORF PHOTOGRAPHY