The Emerald Theatre in London was the setting for the 2025 Creative Retail Awards, a night that brought together the biggest names in retail for a celebration of creativity, innovation and impact. Held on 25 September, the event welcomed retailers, brands, designers and leading suppliers from across the industry, turning the spotlight on those shaping the future of retail.
The awards have become a defining fixture in the retail calendar. They represent a genuine celebration of progress, ideas and collaboration. From the moment guests arrived, the atmosphere was electric. Showgirls greeted attendees during the drinks reception, setting the tone for what would become a truly unforgettable evening. Unlike traditional sit-down dinners, the Creative Retail Awards embrace a high-energy format that mirrors the experience-led nature of the industry itself. Retail thrives on impact, engagement and innovation, and this ceremony is no different. The Creative Retail Awards have long promised to do things differently and once again delivered a night that stood out in every way.
A cornerstone of the event is its independent, in-person judging process. Taking place over a full day in London, the judging brought together experienced voices from across the retail community. Each entry was assessed in detail, with open debate and careful consideration at the heart of every decision, offering transparency and merit to every award.
This year’s categories reflected the evolving nature of the sector, from digital innovation and sustainability to lighting, customer experience and visual merchandising. Over 40 awards were given out throughout the evening, the pinnacle of more than 500 entries received. Just to be included in the shortlist was an achievement, highlighting the calibre and competitiveness of this year’s submissions. Each category awarded both a “highly commended” and an overall winner, providing room to celebrate a range of outstanding work.
The Shop Drop Daily Award, decided by public vote, offered a rare moment of recognition from the wider retail audience. This year’s winner, Fenty’s “Mane Street” pop-up at Selfridges London, captured the imagination of the public, showcasing how brand presence and physical experience can connect in powerful ways. The importance of this award continues to grow, highlighting retail moments that resonate beyond industry walls.
Design Agency of the Year went to StudioXAG, who were celebrated for their collaborative approach and creative leadership. The judges described them as a practice that “consistently push retail environments beyond functional display into immersive storytelling” and “partners who help define brand identity through space and experience.” Their work this year stood out not just for its execution, but for the thinking behind it.
Another key addition in 2025 was the introduction of the Trailblazer Award. This new category was created to recognise those who go beyond the expected, brands, individuals or initiatives that drive progress by setting trends, challenging convention and continually delivering fresh, forward-thinking work. It rewards innovation at its boldest, spotlighting those unafraid to take creative risks and lead the way for others. The first recipient was Coach, whose UK team joined the celebrations on the night. In a standout moment, Giovanni Zaccariello, SVP Global Visual Experience & Store Design, appeared on the venue’s digital screens with a specially recorded message from New York to share in the occasion. A powerful brand presence, a truly global gesture and a great moment in the evening’s programme.
Winners came from all corners of the industry, proving that innovation is not the preserve of global giants. Dawkes Music secured the Retail Experience Award, recognised for elevating how customers interact with their space. Portugal Jewels won Store Design of the Year, showing how considered design can create emotional and commercial impact. Others taking home awards included Porsche, Fortnum and Mason, Coach, IKEA, B&Q, Flannels, Sports Direct, Charlotte Tilbury, Woolworths South Africa, Philip Jones Opticians, Cadbury World, National Trust, Future Stores, Harrods, Loewe, On Running, Selfridges and many more from around the globe. This broad recognition stands as a testament to the range and depth of creativity within today’s retail environment.
The continued success of the Creative Retail Awards is only made possible through the invaluable support of its partners. This year saw the return of Kesslers London as Headline Partner, joined by a number of key sponsors and supporters across the industry who contributed to the scale and success of the evening.
As the formal part of the evening concluded, the celebration showed no signs of slowing. Returning host Aiden Sadler, back by popular demand, delivered a performance full of energy and connection, rousing the crowd with his signature style. Internationally recognised acrobatic acts and burlesque performers wowed the crowd with a spectacle that perfectly matched the energy and creativity of the evening. Guests enjoyed flowing drinks and food throughout the venue. A live band brought the party to life with a set of club classics before a DJ took over to carry the celebration through until the early hours.
The Creative Retail Awards 2025 was not only a celebration of those who took home the trophies, but a powerful reflection of the innovation, passion and progress driving the retail industry forward. Congratulations to all the winners.
Plans for the 2026 Creative Retail Awards are already in motion, building on the outstanding achievements of this year’s event. Entries open on 31 October, with anticipation running high for what promises to be the most expansive and inspiring edition yet. With even more ambition, fresh ideas and growing industry momentum, the 2026 awards will continue to raise the bar for recognition and celebration across the global retail landscape.
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View the 2025 Winners Brochure Below:
