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Joe Baer

Now and Zen

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Why, oh why, oh why, oh – did Joe Baer ever leave Ohio? And why did he return?

The founder of ZenGenius Visual Merchants, a retail consultancy, began in this business as a visual merchandiser at a Lazarus store in the Cincinnati area after studying at Miami University and the Art Academy of Cincinnati.

After supervising a store staff of five for two years, he was relocated by Broadway Stores to Phoenix, before the transition from Broadway Stores to Macy's West, as regional visual manager. He was responsible for the implementation of corporate projects, merchandising standards and team development.

He returned to Ohio in 1996, first as visual coordinator for Victoria's Secret in Columbus, then as visual manager for retail design firm Chute Gerdeman.

In 1999, he opened ZenGenius in Columbus. Now entering its seventh year, ZenGenius has developed into a collective of freelance visual artists and designers that tackles all types of creative and retail projects.

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Next month, Baer will head up the “Iron Merchant Challenge,” an interactive visual merchandising competition at VM+SD's International Retail Design Conference in San Francisco. Visit www. irdconline.com for more information.

Why visual?

It was an accident. I was on the sales floor and didn't know I was not allowed to change the displays. The visual manager came over to scold me, and ended up offering me a job.

What did you learn from that first job?

You should wear long sleeves and gloves when you fluff Christmas trees.

Is visual merchandising as viable as ever in today's retail world?

Especially today, when everything is starting to look the same. The stores that remain innovative and fresh will remain strong. Collaborating more closely with marketing departments and understanding sales goals and numbers will also keep visual merchandising viable.

Growing up, which TV family did you wish was yours?

The Bradys. I grew up in a family of six – three brothers, two sisters and me, the youngest one in curls.

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Which visual presentation has stopped you in your tracks recently?

Anthropologie! It was on one of those mornings when I was rushing around, literally thinking I had too many irons in the fire. I turned the corner at Easton Town Center and saw The Irons, these wonderful windows created from burnt iron marks. Who are these geniuses at Anthropologie anyway?

Who are your professional heroes?

Marianne Twist, my first visual manager. Frank Baum, from window dresser [and founding editor of VM+SD] to “Wizard of Oz.” Simon Doonan, another who went from windows to famous author. And Peter Glen: I miss his content, though not his shirts.

What's your biggest self-indulgence?

Coca-Cola. And my sage deodorant by Weleeda.

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What's the weirdest thing you ever put on a mannequin?

Black shoe polish. They were mannequins for a sports store and they looked a little too twink in their football and hockey uniforms. I thought it would butch them up a bit. So I put a smudge under their eyes. Oops.

Who's your favorite retailer?

Right now, American Apparel has captured my attention and my credit card more than others. Deep V T's! I must get some today.

If I only knew when I was younger what I know now . . .

I would have used less hair products, invested my allowance better and payed more attention in wood shop.

Why ZenGenius?

I wanted a creative name. It's based on the word “ingenious.” The Zen is because creating visual displays and special event decor often requires the patience and virtues of the Zen philosophy. You may spend months planning a project, days and hours installing it or creating a masterpiece that may only last for a short time or even a few hours. I liken it to the Buddhist monks who create magnificent sand mandalas that last for only a short time. You can spend hours folding a table that looks glorious, only to have a customer rummage through it in seconds. You can spend weeks preparing for an event or party that only lasts for a few hours. It's about enjoying the process and the moment.

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