When IRDC last visited San Francisco in 2006, we debuted the Iron Merchant Challenge, a sometimes frenzied visual merchandising competition in which teams of attendees conceive and build themed displays in one hour’s time.
Orchestrated and emceed by Joe Baer of ZenGenius Visual Merchants, Iron Merchant became an annual component of IRDC, with a fresh theme and “secret ingredient” each year. For 2011, Joe is teaming with Timberland’s Bevan Bloemendaal—a three-time Iron Merchant winner—to create a unique challenge for attendees.
“This year we are changing it up by giving the teams an actual brand and product to work with,” said Joe. “This is the first time our teams will have to work within the confines and inspiration of a specific brand—Timberland.”
Another change for 2011: more time. Baer is adding 15 minutes to the Challenge to give teams a full hour of hands-on time to create their displays. Mondo Mannequins is generously providing the mannequins for this year’s event.
Attendees will vote for their favorite display on Thursday, September 8, and the winning team will be announced at the IRDC Party on Thursday evening.
Joe says the biggest benefit of participating in the Iron Merchant Challenge is working side by side with some of the most talented and creative people in store design and visual merchandising, from retail VPs to design firm principals to legendary masters of store display.
“It's also an amazing ice breaker and helps you meet other attendees from the conference in a fun, casual environment,” he added.
To participate in this year’s Challenge (or just watch), check the appropriate box when you register for the conference. You’ll be contacted prior to the event with your team assignment.
