When the National Retail Federation (NRF) wanted to attract store designers to its 2009 Annual Convention & Expo, it created a unique idea to cater to these firms, aptly named the Design Studio. NRF worked with retail design firm MillerZell to transform a T-shaped space above the show floor into a chic studio environment outfitted with 10-foot gallery walls from GES and large, colorful ribbons draped across the ceiling.

Design Studio participants include a 50/50 mix of store designers and store design vendors that offer products such as music, fixtures, lighting and flooring. NRF provides the designers with space free of charge and they create a design for their individual spaces to showcase their talents at their expense, while vendors pay $3,500 to $5,000 for their spaces, depending on the size and location. Design Studio is open at the same time as the expo floor, and top execs are available in each space to offer solutions to attendees’ design challenges. The area also offers its own education sessions.

NRF markets the Design Studio to attendees as well as the retail store design and visual marketing communities by promoting the Design Studio page on the show site, creating an eye-catching entrance for the space and calling out its floor plan and educational sessions in the show guide. Additionally, an international press event and other networking events are hosted to drive traffic to the space. NRF also stages the EuroShop Retail Design Awards, which are given to three of the top stores in the world, in the Design Studio.

“The draw for the designers is the fact that they can meet with CEOs on neutral territory,” explains Daniel Butler, NRF Vice President of Retail Operations. “We created something that generates business for those participating, and attendees can get their questions answered. Keeping people engaged is key.”

Butler says the concept lets designers reach prospective clients in a more relaxed environment where they can showcase their skills without selling products on the show floor. At the 2009 Design Studio, 15 store designers and 15 vendors participated and about 12,000 attendees visited the area.