Attending the VM & Display Show 2024

16th April 2024, Business Design Centre, London

Hosting one of the UK’s biggest gatherings of industry professionals, the VM & Display Show has grown significantly over the 33 years that it’s been running.

Marketing Manager at Briggs Hillier & Chief Editor of Snapshot, Lucy Mister, attended the show this year to join the visual merchandising and display community in an annual celebration of a profession that breathes creativity into the retail industry.

We take a look at some of the highlights…


Introducing the new & exciting POPAI Zone

“This dedicated zone, in the show’s 33rd year, promises to be a game-changer for the industry. Offering a comprehensive platform for brands, retailers, and industry professionals to explore the latest trends, innovations, and solutions in the world of shopper marketing.”, the VM & Display Show says on its website.

Visible from the moment you enter the exhibition space, the POPAI zone commands the ground floor with its striking blue branding. With a stage, seating and booth configuration, the POPAI Zone is perfectly set up for exhibitors and visitors to network, enjoy a programme of talks from industry professionals, and learn more about POPAI Awards and the membership options available.


Exhibition stands…

The show offered much to do, much to see and a whole host of people to talk to.

From a giant moving metal ball installation on the ground floor to a clowder of over-sized maneki-nekos (lucky Japanese cats) and a large wooden shipping container encouraging blue-sky thinking on the mezzanine, this year’s show was loaded with stands from companies across the board, including suppliers of innovative vm & display items, design agencies, and well-known industry publications.



Returning to the POPAI Zone, we caught some talks from brands, including a talk from Laura Manley, Trade Marketing and Events Manager at Shark (Beauty), and another from Business Brand Partner at Primark, Oliver Vilcans-Moody.

Sharing a SharkNinja case study, Laura talked about the beauty of creativity, highlighting how insight and innovation shaped Shark Beauty’s ambitious interactive in-store display that resulted in a head-turning customer experience.

Similarly, Oliver explains how the brand has approached the promotion of its Primark Cares (UK) initiative, highlighting the importance of storytelling, customer engagement and sustainable design.


“We always say that we need to get out and about, and it’s events like these that make ‘getting out’ really worth it”, Lucy explains. “The VM & Display Show serves as a great reminder of the thriving community of sector professionals that we have in the UK and further afield”.


Lucy Mister

17th April 2024