Every year, the International Retail Design Conference (IRDC) brings together the sharpest minds shaping the future of physical spaces. For The Bernard Group (TBG), this year’s gathering in Las Vegas was about setting the benchmark for how brands show up, partner, and execute.
From designing the main stage backdrop to packing the room for our breakfast keynote with adidas, TBG brought energy, innovation, and fresh perspectives to the floor. Here are the core themes, takeaways, and behind-the-scenes insights shared by our team on the ground.
1. Showing Up Bigger & Setting the Stage
Great retail execution doesn’t stop at standard fixture builds; it starts with raising the production value at every touchpoint.
“We’re changing the way we show up—bigger and better. We’re putting effort into areas where others aren’t, truly raising the production quality of an industry event. Rather than bringing a booth or an opinion, we designed the main stage the conference spoke from. When you care about physical spaces, you don’t cut corners on your own presence.”
— James Walz
By bringing our own custom stage design and freestanding architectural elements into the venue, TBG demonstrated what we do best: creating seamless, high-impact environments that captivate an audience before the first word is even spoken.
2. Partnership in Action: The adidas x TBG World Cup Presentation
One of the week’s undisputed highlights was our joint breakfast session featuring the adidas x TBG World Cup launch. Early morning time slots can be tough, but the room was electric.
“The presentation was upbeat, engaging, and energetic—perfect for the breakfast hour. You could genuinely feel the mutual respect and collaboration between adidas and TBG. From the real-world stories to handing out mini soccer balls to the crowd, the excitement carried through to an engaged Q&A session.”
— Lana Gooby
“The adidas x TBG World Cup presentation was a big hit. It raised the bar. It was incredible having so many attendees stop by throughout the week to congratulate us on the work and mention how much they appreciated the energy and execution we brought to IRDC.”
— Nick Trinh
The showcase underscored a fundamental truth about experiential retail: groundbreaking creative only works when backed by rock-solid manufacturing, seamless logistics, and authentic collaboration between brand and supplier.
3. Beyond Fixture Design: The Next Competitive Advantage
While physical structures, materials, and digital integration are table stakes, the conversations at IRDC pointed to a broader horizon: what happens inside those environments once built?
“Elevated, experiential retail environments are now the standard. Competitive differentiation increasingly depends on what happens within those spaces.”
— Lindy Nolen
Lindy highlighted three critical, often-underutilized performance drivers shaping the next era of retail:
- The Human Connection: Equipping frontline store associates with the curiosity and training needed to be genuine brand ambassadors rather than passive clerks.
- Sensory Comfort vs. ‘Instagrammability’: Designing spaces that prioritize comfortable, intuitive IRL navigation over environments built solely for a 2D photograph that overwhelms real shoppers.
- Global Vision, Local Relevance: Flexing worldwide campaign narratives into bespoke, locally rooted community moments without losing core brand equity.
The next frontier? Measurement. As physical environments evolve into multi-sensory brand destinations, capturing ROI by linking associate engagement, intuitive flow, and community storytelling directly to conversion and customer lifetime value—will separate retail leaders from the pack.
4. Sessions That Stood Out
Beyond our own presentations, several external keynotes resonated with how we approach brand activations:
- “You Built the Window. Now What?” with Bob Phibbs (The Retail Doctor):
A powerful reminder that the best window display or physical build is only half the journey. The magic happens when physical design meets exceptional customer-associate interactions.
- “Heritage to Here and Now: Designing the L.L.Bean Flagship Remodel”:
Rather than letting a massive flagship remodel disrupt business, L.L.Bean embraced the construction as an adventure. By building an expansive outdoor tent to host community campouts and family gatherings, they turned temporary disruption into a brand-building milestone.
The Power of Coming Together
At its core, retail is a people business. As Nick put it:
“IRDC was a great reminder that the best retail experiences happen when great ideas, strong partnerships, and thoughtful execution come together. It was inspiring to connect with industry peers, celebrate shared wins, and refocus on how we want customers to feel the moment they walk into a space.”
From concept to fabrication and nationwide rollout, our team left Vegas energized and ready to help our partners build what’s next.
