Experiential Design for
Narvar at NRF 2024
A 3,200 sq ft brand environment crafted to spark engagement and elevate Narvar’s presence at retail’s biggest event.
THE CHALLENGE
NRF 2024 was a major opportunity to position Narvar as a standout brand among thousands of vendors at the retail industry’s largest event. With a high-traffic location secured in the Crystal Palace at the Javits Center, the challenge was to design a physical experience that would attract, engage, and leave a lasting impression on attendees—including top-tier brands and retail executives.
THE SOLUTION
A 3,200 square foot lounge and activation centered around celebrating Narvar’s notable client list with a bold New York street-art theme. The experience highlighted the mark that brands make on people—and the mark Narvar makes on brands.
I designed the booth with distinct zones to support both function and flow. The layout included private meeting spaces, a branded welcome station, an activation counter to draw people in, video screens to showcase brand moments, hidden storage for winter jackets and tech equipment, and inviting seating vignettes to encourage conversation and connection.
For our activation, I designed a set of custom icons inspired by retail, New York, and post-purchase moments. Guests used these designs to personalize premium merchandise like PANGAIA hoodies and Carhartt beanies at an on-site embroidery station. The experience created meaningful interactions while reinforcing Narvar’s brand values in a tangible way.
To create a space that felt bold but welcoming, I selected furniture in partnership with Burrow, and designed large-scale graphics to wrap the lounge in a cohesive, immersive look and feel. I also created a 30-page print magazine, consumed., which brought the theme to life through editorial storytelling, horoscopes, puzzles, and trend features. Every design element was crafted to reinforce the concept, invite interaction, and elevate the brand’s presence on the show floor.
THE RESULTS
The activation drew steady attention from retailers, influencers, and media throughout the event. Hundreds of guests engaged with the experience, including several high-profile attendees. Dozens of scheduled meetings took place in the lounge, and interest extended well beyond the show floor, driving strong turnout at Narvar’s official after-party. The booth generated increased social media engagement, positive brand mentions, and consistent feedback from attendees who sought it out based on previous activations.
The activation attracted hundreds of attendees over the course of the event, including retail executives, industry influencers, and press. The lounge hosted dozens of scheduled meetings with top brands and generated strong interest in Narvar’s after-party, which saw more than 200 RSVPs. The activation drew a continuous crowd, with guests lining up throughout the day, generating hundreds of new leads. The campaign also led to increased social media activity, press coverage, and direct praise from attendees—several of whom made a point to say that Narvar consistently “has the best booth.”
MY IMPACT
I led the creative vision for Narvar’s presence at NRF 2024, from the initial concept to final execution. This included theme development, spatial planning, and designing every visual detail—including the color palette, custom icon set, wall graphics, signage, video content, and merchandise. I also created a 30-page magazine, consumed., which anchored the theme as a physical storytelling piece and takeaway for guests. I attended the event in person to support the team, capture the experience through photography, and gather insights for future activations. The result was an experience that positioned Narvar as a standout brand at one of the industry’s most competitive events, elevating brand perception, deepening engagement, and leaving a lasting impression on attendees.
