About the event

The World Retail Congress brings together the leaders of today’s global retail industry – from multi-national powerhouses to game-changing start-ups and disruptors. They are united in their focus on understanding and serving today’s consumers, and ensuring that their businesses change and innovate at the high velocity needed to thrive in the twenty-first century. The Congress provides an unrivalled high-level forum for senior retailers. The event was to be held in Amsterdam for the 3 day congress.


This was our 4th year of delivering the event, we were tasked with creating bright and vibrant back drops to the stage sets and focus on key areas for networking, speakers and exhibition stands for sponsors that worked with World Retail Congress.

Also following the launch of the Showcase AVi exhibition services department in 2018, we were appointed to design an deliver exhibition stand, power and graphics for the whole show making us sole provider for the event, this included a dedicated ecommerce web shop branded for on line purchasing solely for this event, this being our 3rd event delivery for full service solution on all disciplines of the Confex.


Design, with over 26 technical drawings and visual renders our design, technical and exhibition team worked together to bring the ideas of the brief together. All elements were designed from the outset with full creative licence given to Showcase AVi for the key features.

Exhibition stands, tasked with simplicity the off shelf packages saw a traditional walling and tall column with built in sockets and wall lights. The exhibitor saw two options they could select which were fully branded stands and furniture being the uplift. Within this event we were also appointed by four exhibitors to build four be-spoke designs and stands for the event.

Power, given this is a convention centre the dedicated power locations were well utilized for installation to the floor plan that was laid out

Main stage, compromised of two light box prints with two large front projection suraces above. All flown from the theatre stage trussing. A Large 3.5m central main backdrop was designed and manufactured using LED back light CNC globe of the logo. This was fixed to give the photographic and camera opportunities when shot.

Within this auditorium 30k lasers projection was used for imagery to stage right and left with full seamless switching and two camera shoot

Audio, the latest line array series of D&B was installed  to cover the space of 1400 capacity. which sure the use of playback audio and UHF microphones. The audio and video were both related to one of the tracks for any oversubscription in audience

Lighting, all LED fixtures were used for both up lighting and downlighting to stage and the use of haze was used for more dramatic effect. Vertical and horizontal column truss was installed to include over 30 Robe moving heads to create the various walk up states for the show.

Labs, 5 were designed all with variants of large scale format print both standard set wrapping and lightbox frames.

All Lab sessions had individual AV control which included large scale LED screens, switching and point source PA systems with UHF radio microphones to each.

All furniture for the areas was selected and installed by the Showcase team again with each networking area giving individuality.

5 feature areas were designed, built and delivered. This included small start up zone which saw Showcase AVi aluminium products being used with full Foamex graphics, furniture and AV installed to them. Speaker lounge which was sponsored and designed with furnishing, speaker management and sponsorship opportunities as set out by the client.

6 designed and manufactured timber style meeting pods were created which were then used as sponsored meeting rooms, which were located within the exhibition space.

In addition to the main congress the Showcase delivered sever fringe events around the city of Amsterdam which also included private function on day 2 of the congress which included a full production back drop and delivery for that evenings event.


The event was installed over two days and removed in 4 hours by 35 Showcase AVi members
The production was fully designed, created and managed by the team in the UK. Pre planning meetings and story boards were created for the content to be displayed on all platforms on main stage.
All inclusive the team delivered;

  • 240m2 of Lightbox set backdrops
  • 500m2 of fabric
  • 401 Pieces of furniture
  • 102 Trees/Plants
  • 10 Exhibition stands
  • 7 stages
  • 6 Feature Areas

H&S documents, process and accreditations were used as well as full operational management and logistics which were delivered and managed by the team. 

The Outcome

As a long standing relationship with the client and event along with the first time on this particular event as sole suppliers for every element of the show, we knew expectations were high. This was complimented with feedback saying;

“Their creativity, innovation, service level and dedication to the event. They have an amazing team and are all great to work with, they couldn’t have worked harder for us on the event and it’s just great as an Organiser to be able to trust the team you’re working with, and know it’s going to be an amazing success”

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