The Thrill of Iron Merchant

The International Retail Design Conference, held September 19-21 in Atlanta, hosted the second annual Iron Merchant Challenge. Five teams had 50 minutes to create a window display rooted in a “Get Green” theme. The next day, attendees had the chance to vote for their favorite display.

This year’s Iron Merchant honors were bestowed on the red team and its display, titled “For all Mankind, Be rooted in nature.” Here, team leader and VM+SD Editorial Advisory Board member David Kepron, principal, spg3, shares his thoughts on participating in this year’s challenge:

VM+SD: What was the inspiration for the red team’s display?

David Kepron: Our inspiration came from the idea that we are all “of the earth.” I believe we try to disassociate ourselves from the fact that we are connected to the very stuff the planet is made of – think healing magnets, spa treatments that promote positive energy through the use of essential oils, natural herbal wraps, hot springs with medicinal minerals. We may think we are at at the top of the food chain, but we share the energy of the planet and we both add to and take from that energy. That give and take has its consequences and we need to understand that what we give back cannot undermine the natural energy balance of the relationship we have with the planet.

VM+SD: How did your team approach the competition and getting the right materials for your idea?

Kepron: After we agreed on the basic idea of the “growth of man,” we quickly surveyed the table for materials that supported our general theme. Then it was a quick grab ‘n go after that.

VM+SD: What was the best part about participating in the Iron Merchant Challenge?

Kepron: Being reminded that having more time to create does not always yield more successful concepts. Sometimes trusting your creative intuition is really the way to go. Also, getting a diverse and dynamic group of designers, including many international attendees, to agree to a direction and implement it in under an hour was a terrific thrill.

Read our full review of Iron Merchant 2007 here.