ENTER THE 2027 CREATIVE RETAIL AWARDS

Recognises projects where two or more companies come together to create a unique physical retail experience. It celebrates the meeting of different worlds in a space that resonates with shoppers and feels distinctly collaborative.

What the judges look for

• Integration of brand identities. Entries should show how the collaborating brands have merged their identities to create a cohesive and engaging retail environment.
• Uniqueness of the retail experience. The collaboration must result in an experience that is distinct from what each brand could achieve on its own, offering shoppers something new and memorable.
• Resonance with shoppers. Show how the project resonates with shoppers, for example through innovative design, exclusive products or unique brand interactions.
• Impact of the collaboration. Highlight how the collaboration enhanced the customer experience and added value for each brand involved.

Recognises in-store lighting design that complements a brand's identity and products, lifting the visual appeal and customer experience of the space and shaping its mood and ambience in inventive ways.

What the judges look for

• Design that complements the brand. The lighting scheme should work in harmony with the brand's identity and product range, accentuating key features and contributing to the brand's overall aesthetic.
• Mood and ambience. Demonstrate how the lighting creates a specific mood or ambience and how this influences the customer's experience in store.
• Aesthetic appeal and function. The design should balance visual interest with function, providing the right level of illumination while adding to the character of the space.
• Innovation in lighting. Show innovative use of lighting techniques, materials and technologies that set the design apart in creativity and effectiveness.

Recognises the creative use of digital display in physical retail, from digital windows, LED installations and large-format screens to shelf-edge displays and in-store media networks. It celebrates screen-based work conceived as part of the store environment, where content, hardware and architecture work together to inform, inspire and sell.

What the judges look for

• Content and creativity. Show the quality and originality of the content, and how it tells the brand's story in a way that suits its place in the store.
• Integration with the space. The display should be designed into the architecture and layout of the store, complementing its overall look rather than sitting on top of it.
• Engagement and relevance. Show how the content captures attention and stays fresh, whether through scheduling, live data or responsive content.
• Consistency and scalability. Where the display runs across more than one site, show how quality and brand standards are maintained across the estate.
• Impact and results. Provide evidence such as dwell time, footfall, sales uplift or media revenue.

Entering a technology category

• Show it working. Video is highly recommended for all projects, but not essential. For this category it lets the judges see the technology in use, not only in still images.
• Credit your partners. Joint entries from a retailer or brand and its technology or installation partner are welcome. Please name every company involved.
• Projects using AI. Enter the category that best describes what the AI does for the customer or the store.

Celebrates festive season displays that combine creative flair with a better customer experience, capturing the spirit of the season while staying true to the brand.

What the judges look for

• Creativity in festive theming. Entries should show originality in their festive theme, using design elements such as colour, light and materials to capture the essence of the season.
• Attracting and engaging customers. The display should draw customers in and hold their attention, through interactive elements, striking design or immersive experiences that make the festive shopping journey memorable.
• Festive spirit and brand identity. Show how the display blends the festive atmosphere with the brand's ethos, so that it celebrates the season and reflects the brand's values and image.
• Customer experience. Demonstrate the display's positive influence on the customer experience over the festive season, including the atmosphere created, customer feedback and the emotional impact on shoppers.

Recognises excellence in signs and graphics in retail spaces, where clear communication and a strong expression of brand values work together to improve both customer understanding and brand perception.

What the judges look for

• Clarity of communication. Graphics should give clear, concise information that makes the store easy to navigate and understand.
• Brand values. Show how the graphic design aligns with and highlights the brand's values, contributing positively to brand image and customer perception.
• Aesthetic integration. The design should sit naturally within the store's overall look, adding to the visual appeal of the space without overwhelming it.
• Innovation in design. Show creative and innovative approaches to graphic design that stand out for originality and effectiveness.

Celebrates fit-outs and refurbishments of retail-based hospitality spaces, such as coffee shops, cafés and other food and drink outlets. Both permanent and temporary designs are eligible. Judges look for spaces where experience, atmosphere and function come together to create welcoming, memorable environments that encourage customers to relax, connect and return.

What the judges look for

• An inspiring environment. Show how the design creates an inspiring and inviting environment that enhances the overall atmosphere of the space.
• Design and architecture. Design and architectural elements should contribute meaningfully to the space, improving how it works as well as how it looks.
• A unique customer experience. Show how the design creates a unique experience, whether through layout, materials, lighting or other design elements.
• Repeat custom. Illustrate how the design encourages repeat visits, creating a space where guests feel welcome and want to return.

Recognises outstanding visual merchandising inside the store: creative, impactful displays that lift the shopping experience through thoughtful design, product presentation and attention to detail, communicating brand identity and inspiring interaction and sales.

What the judges look for

• Visual appeal and creativity. Displays should show a high level of creativity and visual impact, attracting customers and enhancing their experience in store.
• Cohesion and theme. Present a clear, consistent theme or concept that connects every visual element and creates a cohesive, engaging environment.
• Impact on the customer experience. The scheme should enhance the customer journey, making it enjoyable, memorable and true to the brand's identity.
• Use of space and display elements. Highlight original and effective use of space, fixtures and display techniques that maximise visual impact within the store layout.

Open to UK independents only, this category celebrates the role of design in independent retail: stores that stand out in their communities and from their competitors through distinctive design, original concepts and a strong connection to their local area.

What the judges look for

• Design and concept. Highlight the design elements and concepts that set the store apart in independent retail.
• Community connection. Show a strong connection to the local community and how the store's presence and design have a positive impact on the area and its residents.
• Standing out from competitors. Explain what makes the store distinctive, from its design to its customer experience and service.
• Contribution to the local high street. Demonstrate how the store adds value and variety to the shopping available locally.

Recognises in-store experiences where the technology is the experience itself. This includes augmented and virtual reality, smart mirrors and fitting rooms, touch and gesture interactives, projection, gaming and personalisation tools that invite customers to take part. Entries must be technology-led. Where technology supports a wider store experience, Retail Experience may be the better fit.

What the judges look for

• Originality. Show a fresh idea, or a new use of technology, that sets the experience apart from anything customers have seen before.
• Ease of use. The experience should be intuitive and accessible, inviting customers to take part without instruction or friction.
• Connection to brand and product. Show how the interaction deepens customers' understanding of the brand or brings them closer to the product.
• Reliability and adoption. Demonstrate that the experience works day to day, and how store teams use and support it.
• Impact and results. Provide evidence such as participation, dwell time, conversion, social sharing or customer feedback.

Entering a technology category

• Show it working. Video is highly recommended for all projects, but not essential. For this category it lets the judges see the technology in use, not only in still images.
• Credit your partners. Joint entries from a retailer or brand and its technology or installation partner are welcome. Please name every company involved.
• Projects using AI. Enter the category that best describes what the AI does for the customer or the store.

Celebrates retail spaces that have become destinations for entertainment and engagement, from cinemas, bingo and bowling to table tennis, football and crazy golf. It also recognises brands using exhibition spaces to create interactive experiences that engage visitors directly.

What the judges look for

• Design and architecture. Show how design and architectural choices have revitalised leisure or exhibition spaces, creating distinctive and engaging environments.
• Unique experiences. Show how the space offers experiences that appeal to today's visitors, including how it encourages social media engagement.
• Raising the profile of the location. The design should add to the appeal of the wider retail location, turning it into a destination for social and entertainment activities.
• Interactive exhibition spaces. Entries involving exhibition spaces should show how the design encourages interaction and creates memorable experiences for visitors.

Recognises retail concepts developed and delivered across multiple sites or international markets. Judges look for creative scalability, operational excellence and a clear understanding of how to deliver a unified brand experience in every location.

What the judges look for

• Brand consistency. Show how the brand's design language, visual identity and atmosphere are represented consistently across all locations.
• Design quality and execution. Highlight excellence in design, detailing and delivery, with every site reflecting the same high standards.
• Scalability and efficiency. The concept should be built for rollout, proving it can be replicated across many sites while keeping its impact and integrity.
• Customer experience. Show how the concept delivers a cohesive, recognisable customer experience that reflects the brand's core values.

Celebrates point of purchase and point of sale displays that capture shoppers' attention and communicate brand and promotional messages, driving sales and customer engagement.

What the judges look for

• Standout design. Show how the display stands out from its competitors through innovative use of materials, design and technology that captures and holds attention.
• Meeting the brief. The display should reflect a clear understanding of the client's brief, specification and goals.
• Brand and promotional message. Communicate the brand identity and promotional message creatively, with branding and messaging that resonates with the target audience.
• Evidence of sales uplift. Provide data and analysis showing a measurable increase in sales attributable to the display.
• Customer engagement. Show how the display engages customers at the point of sale, through interactive elements, innovative design or other means.

Recognises the inventive use of temporary physical spaces to leave a lasting impression, and how pop-ups communicate a brand's ethos through distinctive, immersive environments that go beyond traditional retail.

What the judges look for

• Communicating the brand ethos. The pop-up should convey the brand's ethos, using creative design and layout to reflect its identity and values.
• An immersive experience. Show how the pop-up offers an immersive, engaging experience that sets it apart from a standard retail environment.
• Design and execution. Demonstrate innovation in design and delivery that goes beyond what is usually expected of pop-up retail.
• Impact on visibility and engagement. Illustrate the effect on brand visibility and customer engagement, with measures such as social media following, customer feedback and sales.

Looks beyond store design to the customer experience itself: memorable, engaging environments that help retailers stand out, build loyalty and create a sense of community. Open to permanent and temporary stores, pop-ups and concessions.

What the judges look for

• A memorable, engaging experience. Show how the experience creates an enriching, engaging environment that leaves a lasting impression on customers.
• Brand identity and community. The experience should communicate the brand's identity and help build a sense of community among its customers.
• Standing out in the market. Show what makes the experience unique compared with competitors, and how it attracts and retains customers.
• Repeat visits. Illustrate how the experience encourages shoppers to return, through customer service, activities or features that resonate with the target audience.

Recognises shop-in-shop concepts and concessions that represent their brand clearly while complementing the host store, offering a distinct yet harmonious shopping experience.

What the judges look for

• Brand representation. The space should represent the brand accurately and compellingly, showing its identity and values through design and layout.
• Complementing the host store. Show how the design enhances the atmosphere and look of the host store while keeping its own identity.
• Visual appeal and design innovation. The concept should be visually appealing and innovative, creating an attractive space that draws customers in.
• Integration. The scheme should sit cohesively within the host store, giving customers a seamless experience while still standing out as its own brand.

Run in association with the National Association of Shopfitters and Interior Contractors (NAS), this award honours the highest standards of shopfitting and fit-out across retail, leisure and hospitality: exceptional craftsmanship and attention to detail, delivered to budget, design and specification.

What the judges look for

• Quality of craftsmanship. Entries should show the highest level of craftsmanship, with skill and precision in every part of the fit-out.
• Attention to detail. Every element should be finished with care and align with the overall design and aesthetic goals.
• Budget and specification. Show how the project met its budget and design requirements, balancing cost with quality.
• Impact on the environment. The fit-out should significantly improve the space, whether a store, leisure facility or hospitality venue, and the experience of the people who use it.

Recognises technology that improves how a physical store works for customers and staff, and how it connects with the brand's online channels. It ranges from checkout, payments and electronic shelf labels to RFID, computer vision, connected fixtures, click and collect, endless aisle and tools for store teams. It celebrates projects where the technology is built seamlessly into the store design, removing friction without adding clutter.

What the judges look for

• Removing friction. Show how the technology makes shopping simpler, faster or more convenient, and how it frees store teams to spend more time with customers.
• Design integration. Highlight how the technology has been built into fixtures, furniture and layout, so that it supports the look of the space rather than competing with it.
• Connecting channels. Where the project links the store with online channels, show how customers move smoothly between them, with the same brand standards throughout.
• Customer experience. The technology should improve the customer journey, whether customers use it directly or simply benefit from it.
• Scalability and consistency. Show how the solution can be rolled out across sites while keeping the same standard of design and performance.
• Impact and results. Provide evidence of measurable improvement, such as shorter queues, better availability, greater accuracy, higher sales or staff time saved.

Entering a technology category

• Show it working. Video is highly recommended for all projects, but not essential. For this category it lets the judges see the technology in use, not only in still images.
• Credit your partners. Joint entries from a retailer or brand and its technology or installation partner are welcome. Please name every company involved.
• Projects using AI. Enter the category that best describes what the AI does for the customer or the store.

Recognises the outstanding store fit-out or refurbishment of the year. It celebrates inspirational environments where every part of the design process works to improve the shopper journey, strengthen the brand, encourage dwell time and drive sales.

What the judges look for

• Design excellence throughout. Entries should show excellence in every area of the design process, creating a space that looks exceptional and works exceptionally well.
• The shopper journey. The design should make the shopper journey intuitive and enjoyable, with easy, engaging navigation through the space.
• Strengthening the brand. Show how the design lifts the brand, aligning the physical space with its ethos and identity.
• Dwell time and sales. The design should encourage customers to spend longer in the space, increasing the likelihood of sales.

Recognises excellence in the design, layout and customer experience of supermarkets and grocery stores. Judges look for projects that combine creativity, function and commercial awareness to make everyday shopping welcoming, efficient and engaging.

What the judges look for

• Design and layout. Highlight effective use of space, navigation and flow that makes shopping intuitive and enjoyable.
• Customer experience. Show how design, atmosphere and presentation create a positive, memorable and convenient experience.
• Innovation and creativity. Show fresh thinking in areas such as store format, product presentation, lighting, sustainability or digital integration.
• Merchandising and visual impact. Show how presentation and product placement increase engagement and influence purchasing decisions.
• Function and efficiency. Demonstrate how operational needs are balanced with customer comfort, accessibility and design quality.

Recognises the inventive use of high-quality surfaces, materials and finishes in retail spaces, chosen to reflect the brand's ethos, complement the interior concept and enrich the visual and tactile experience of the store.

What the judges look for

• Reflecting the brand's ethos. Materials should express the brand's core values and identity, creating a tangible connection between the brand and its space.
• Harmony with the interior. Surfaces and finishes should work with the overall interior design, adding to its appeal and coherence.
• Rationale for the materials. Explain why the materials were chosen, considering aesthetics, durability, sustainability or customer experience.
• Enhancing the space. Show how the materials enrich the experience in store, through touch, visual impact or the atmosphere they create.

Recognises displays that put environmental responsibility first, using sustainable materials and design without compromising on quality. Both individual products and complete display solutions are eligible.

What the judges look for

• Innovation in sustainable design. The display should combine innovative design with sustainable practice, using eco-friendly materials that improve both its look and its function.
• Sustainable and recycled materials. Show the use of sustainable or recycled materials, or both, reducing environmental impact while keeping the display effective and appealing.
• Quality. The display must meet high standards of quality, showing that sustainable materials can match or exceed conventional ones for durability and visual appeal.
• End of life. Set out the end-of-life plan for the display and how it can be reused or recycled, supporting a circular approach.
• Environmental impact. Include an analysis of the display's environmental footprint and how it reduces carbon emissions, waste and other impacts compared with conventional displays.
• Scalability and adaptability. The display should adapt to different retail settings and scale across applications and store sizes.

Celebrates creativity and execution in retail window design: displays that catch the eye, communicate brand identity and draw customers in through strong visual storytelling, creating a memorable first impression.

What the judges look for

• Creativity and visual impact. Show imaginative concepts and strong visual appeal that attract attention and engage passers-by.
• Brand communication. The window should convey brand values, identity or seasonal messaging.
• Design execution. Highlight excellence in composition, lighting, materials and craftsmanship.
• Innovation. Show originality, whether through digital integration, movement or unexpected design elements.
• Customer engagement. The display should spark curiosity, drive footfall and contribute to a positive shopping experience.