Canadian Retailer - Store 2013 - 12

RETAIL: AT ISSUE

EXECUTING A WINNING
CONFERENCE ENVIRONMENT
Retail Council of Canada's STORE Conference branding “Wowed”
attendees, helping the association celebrate 50 years of service.
BY DOUG FOLEY, VP BUSINESS DEVELOPMENT, MILLER ZELL
FOR the past two years Miller Zell has partnered
with Retail Council of Canada (RCC) to help design
and execute the STORE Conference environment.
STORE 2013 presented some very exciting challenges that included:

1. Creating a brand and imagery that reflected
the association’s 50 years of celebration;
2. Bringing the brand to life within the environment;
3. Executing the design within a tight timeline
and budget without sacrificing any of the
“WOW Factor”.
Miller Zell was up to the challenge.
Our design team and project manager, Jennifer
Good, worked closely with RCC to develop a theme
that embraced the changing landscape in retail
over the past 50 years, while maintaining the foresight of upcoming trends. That theme was “The
Evolution of Retail.”
Creating the “Wow” factor for attendees at STORE 2013.
Our designers were able to adapt the brand to fit
the unique curves and architecture found in the
Your hard work and dedication ensured that
main lobby and reception areas of the Toronto Congress CenRCC was seen as professional, market-focused
tre—the venue for STORE 2013. They were also able to effectand creative. Please convey our thanks to the
ively blend sponsorship in to the décor, without interrupting
entire team and there is no question that your
the feel and brand.
efforts allowed us to put our best foot forward
After the theme and branding had been developed, we
so to speak.” — Diane J. Brisebois, president &
worked closely with RCC and the Toronto Congress Centre to
CEO, Retail Council of Canada
bring “The Evolution of Retail” to life. With tight timelines and
Miller Zell helps retailers to design and exea tight budget, we also needed to develop a solution that could
cute profitable environments. As you have seen
be installed and taken down quickly. We worked closely with
with “The Evolution of Retail”, our approach foour partner, Artisan Complete, to develop innovative ways to
cuses on leveraging fact-based designs to overcreate dimensional graphics to enrich the décor and branding.
come challenges and meet client objectives.
The result was a 3-dimensional representation of “The EvoluMiller Zell was thrilled to work with RCC and
tion of Retail” logo on the main wall in the lobby.
congratulates them on 50 years of success.
“On behalf of the entire team at RCC, please accept our
deepest appreciation and congratulations for the amazing To learn more about how Miller Zell can help
work you did to ensure that our on-site signage at STORE was you create a profitable environment, please
best in class. I must tell you that we were overwhelmed with contact Doug Foley at doug.foley@millerzell.
com or 1 (800) 553-4492 x4526.
the compliments and positive feedback from our delegates.

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Canadian Retailer - Store 2013

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