In VM+SD’s own version of reality t.v., the second annual Iron Merchant Challenge was held during the International Retail Design Conference, Sept. 19-21 in Atlanta.
Five teams battled to claim this year’s title by creating a window presentation that reinforced a “Get Green” message. Teams had 50 minutes to create a display using a mannequin, donated by Seven Continents (Toronto), and items from the prop table, from companies including ZenGenius (Columbus, Ohio), Architectural Systems (New York) and Centiva (Florence, Ala.). Rules stated that a team had to use all the items they took from the prop table (no waste), as well as this year’s secret ingredient – a basket of peaches (we were in Atlanta, after all).
During the interactive visual merchandising session, Joe Baer and his team from ZenGenius gave an inspirational introduction on the need to slow down and take in nature in order to refuel one’s creativity. Then it was off to the battle zone, where each team had 5 minutes to brainstorm before attacking the prop table for fabric, faux greenery, feathers, bamboo and the like.
Last year’s winning team leader, Bevan Bloemendaal from Timberland, was on hand to defend his title, working with the blue team and facing off against four other teams led by VM+SD Editorial Advisory Board members: David Kepron, spg3 (red team); Stephanie Picone, Geoffrey Beene (green team); Lynn Knutson, Harley-Davidson (purple); and Peter Dixon, Lippincott Mercer (yellow).
In the end, the participants created five distinctive takes on what it means to be green in 2007.
On Thursday morning, all five projects were displayed in the main area where attendees voted on their favorite one. Would it be the yellow team’s “Adam Gore, the First Ecologist;” red’s “For All Mankind;” the purple team’s version of a peach tree; the green team’s message to think green above and below the surface; or the blue team’s display, which favored only products discarded during the Iron Merchant Challenge and nothing actually from the prop table?
In the end, the Red Team’s serene and lush display “For All Mankind” won top honors. Led by David Kepron, spg3, the winning team included Michael Hale, HMS Host; Lori Davis, Bass Pro Shops; Richard Davia, Continuum; Timothy Brownlee, BHDP; Heather Shuster, Ikea; Nicole Rehfuss, Little; and Ksenja Krefl, Lisca.
Additional competing teams were:
Blue Team – Bevan Bloemendaal, Timberland (team leader); Beth Harlor, Proctor & Gamble; Jessica Roberts, Immedia Design Group; George Bird, Continuum; Amy Tauchert, Timberland; Patrick Conner and David Curtis, Fossil; Marichú Rodriguez, C&A Mexico; Jason Hagopian, Tsao Design Group; Ange Anaya, San Juan Delta College
Green Team – Stephanie Picone, Geoffrey Beene (team leader); Mary Martel, Moss; Patricia Villata, HMS Host; Teri Rogness, Immedia Design Group; Mark Miller, Fitch; Brad Fritz, Pictura; Carina Manguel, Mimo & Co.
Purple Team – Lynn Knutson, Harley-Davidson (team leader); Brian Shafley, Chute Gerdeman; Ken Chance, The Finish Line; Jaime Lamar, Publix; Mark Brauer, Interlock; Cindy Bass, Bernstein Display
Yellow Team – Peter Dixon, Lippincott Mercer (team leader); Barbara Kamps, PMC; Sara Cribbs and Victoria Fox, Cat Footwear, Div. of Wolverine Worldwide; Alejandro Alaracon, C&A Mexico; Bill Zuercher, Shopko; Elizabeth Gomez, Mark Shale.
Stayed tuned for details on next year’s competition and the eighth annual IRDC, Sept. 3-5, in Seattle, by signing up for the conference e-newsbrief at www.irdconline.com.
Get insight into this year's winning display in VM+SD's exclusive Q&A with team leader David Kepron.