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Q: Is there an end date on the U.S. tariffs?

None has been announced as of this writing.

Making Company Values Part of the Workplace

Shadi Desjardins — Mon, 26 Oct 2026 20:00:00 +0000

As RNS Health Care Services prepared to move to Aurora, Ontario, they came to shōmi! Custom with three walls and a clear idea of what each one should say about their company values. The brief was short. The ambitions weren’t.

Three spaces. Three different jobs.

Express the values (circular backlit feature). Compassion, Quality, Reliability, Innovative. Four values, one circle, hanging over the open office where everyone sees it every day. No pressure.
Celebrate the team (lunchroom). A graphic about team building and employee appreciation, for the one room where people go specifically to not think about work.
Bring in some calm (reception). Greenery, ideally a landscape, as a counterweight to an office that had committed fully to blue and white.

Questions first, pixels second.

The fastest way to burn through a design budget is to guess. So before opening a single file, we sent RNS a short list of questions for each space.

Text or icons? Photos or illustration? Celebratory or understated? Tropical or forest? We also asked for a few rough visual references, because one screenshot of something you like saves three rounds of something you don’t.

The answers came back clear: keep the values text-led, skip the team photos, and go forest or botanical.

Designed for the light

For the circular feature, we recommended white type on a coloured background. When the light comes from behind, white type glows and colour holds its ground, so the words read clearly from across the office.

From three concepts to five graphics.

RNS picked a favourite circle early and asked for more of it. In about three weeks the project grew from three graphics to five, which is the good kind of growth: the kind that happens because the client likes what they’re seeing.

Letting the logo lead (circular feature). RNS asked us to drop the company name from the centre and let the logo carry the circle on its own. We then added the value symbols from the RNS website, so each word got a mark of its own. Less a sign, more a seal.

Words over faces (lunchroom). No team photos meant nobody had to chase down headshots. The lunchroom became a word cloud instead, with Together set large enough that nobody misses the point over lunch.

Greenery, after a second look (reception). RNS had a favourite landscape, then asked to see the wall behind reception before committing. After seeing it, they went back to an earlier option, which is exactly what a second look is for.

Two additions to the brief (reception wall and entrance). The wall behind reception wasn’t in the original ask. Once it surfaced, proofs went back the same day, in horizontal and vertical layouts plus a white-on-blue option. A second, smaller logo circle joined the project for the entrance.

Approved is not the same as print-ready.

Approval came twenty days after the brief. That’s when the less glamorous work starts, and it’s where a 13-foot mistake gets expensive.

Before anything reached the printer, we confirmed the approved version of every piece, double checked measurement, and checked whether the sizes included bleed. One of those checks turned up a conflict on the greenery wall: the client’s last email named one version and the final file list named another. We confirmed which was the correct file before it was printed more than 11 feet wide.

When a final size changed after approval, we rebuilt the file and moved the old ones out of the print folder, so nobody could grab the wrong one by accident. When a new size changed the greenery wall’s proportions, we recomposed the image instead of stretching it (because scale-to-fit has ruined more landscapes than every drought on record).

Graphic	Finished size (W × H)
Core values circle	156″ diameter
Logo circle	72″ diameter
Lunchroom word cloud	127″ × 110″
Greenery wall	137″ × 120″
Reception logo wall	110″ × 83″

Five graphics. One story.

The finished pieces carry the RNS blue-to-teal gradient from the entrance ceiling to the lunchroom wall. The brand stops being something hung on the walls and starts feeling like part of the building.

Core values. Four values and their symbols around an enlarged logo, in white type built to glow.
Entrance. The full-colour logo mark, lit overhead as people walk in.
Lunchroom. Teamwork and appreciation in words, with the word “Together” as the focal point.
Reception. Rolling green hills over a blue bay. Calm, and still on brand.
Front desk. The horizontal logo on white, framed behind reception.

Planning workplace graphics for a new space? Get in touch with our team to talk through your project.

RNS Health Care Services, Aurora, Ontario. Five graphics designed, printed and installed by shōmi!

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Custom Pop-Up Fabrication: How to Build a Cloud You Can See Through

Arash Ejtemaee — Mon, 19 Oct 2026 16:31:06 +0000

The question wasn’t how to build a cloud. It was how to build one that still looks clean after eight stores of foot traffic. Custom pop-up fabrication for Sephora’s Clean beauty pop-up meant building see-through clouds, a printed floor to match, product stands that light up from the base and a lit walk-through arch, across Canada. Park Creative Studio came up with the idea. shōmi! Custom fabricated it into reality. Here’s how it went together.

The Brief: Custom Pop-Up Fabrication for Sephora Clean

The idea from Park Creative Studio was to make the pop-up feel like walking on clouds, with a clean, airy look. Clouds are free if you’re the sky. For everyone else, it takes a mould.

Four kinds of asset carried the idea:

Three-dimensional cloud structures.
A printed floor.
Illuminated product stands.
A lit walk-through arch.

The Engineering Challenges

Three problems, one pop-up.

Make the clouds see-through. A solid white cloud was never going to match the clean look Sephora wanted, so the 3D clouds had to be transparent. That fit the look, and it meant every seam would show.

Make it hold up in eight stores. The pop-up had to be durable and easy to install across every location, not just look good in the one where someone took the photos.

Light it so it looks clean. The lighting had to reinforce the clean look and still light the products properly. A product you can’t see is technically very clean, but not exactly helpful.

The Build

The clouds. A mould was made from the designed 3D cloud model, and the clouds were vacuum-formed in clear acrylic. They were made in two halves and glued together into one see-through structure. A solid cloud would have read as a heavy object in a room meant to feel airy. A clear one shows every seam, so the seams had to be designed in, not hidden. On a see-through cloud, there’s nowhere to hide.

The floor. The floor was printed with a blue sky and clouds, so it blends seamlessly with the cloud structures. Yes, that puts the sky on the floor. Weird? Maybe, but that was the idea.

The light. LED modules were installed in the bases of the product stands, so the light shines through clear acrylic. That gives the products a soft, clean glow while lighting them.

The arch. A walk-through arch has to hold up when someone walks under it, survive being bumped, and still look like it belongs next to translucent graphics. The usual instinct is to build a solid shell and paint it. We’ve found that breaks down quickly: paint on a solid face shows every scuff, and a lit solid surface glows unevenly. So the arch was built in layers, each doing one job. The inside is an MDF substructure that gives the arch its strength and holds the lights and wiring. That is wrapped in silver mirror vinyl, so people looking in see a reflection of the interior instead of wood or paint. The outer layer is clear acrylic with a blue gradient on transparent vinyl: from the outside you see through the blue, and from the inside the reflection keeps it feeling light. The trade-off is planning. Every layer has to be sequenced so the lights, wiring and vinyl stay reachable until the next layer goes on, because the alternative is cutting into finished work to fix a wire.

The Real Lesson

Busy retail stores are not known for their gentleness toward clouds. Surviving them took a mould, clear acrylic, some well-placed LEDs and an arch built in layers. The idea comes from the creative studio. Getting it to survive a retail store is the part we’re paid for.

Planning a custom pop-up? Get in touch with our shomi! Custom team to talk through your build.

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83% of Canadians Plan In-Store Holiday Shopping in 2026

Shadi Desjardins — Wed, 14 Oct 2026 00:50:35 +0000

Many Have Already Done Their Research.

Good news if you build stores: 83% of Canadians expect to do their in-store holiday shopping, according to Salesforce data reported by Retail Insider. The not so good news? A lot of those people will know more about the product than your display does before they even park. They’ve read the specs. They’ve checked the price. They’ve read what three strangers thought of it. And the phone with all of that on it is still in their hand when they walk into your store. So the display doesn’t really need to introduce anything anymore. It needs to back up a decision that’s mostly made, show the price without making anyone hunt for it, and give them what their phone can’t: the actual product, full size, in good light.

What the holiday 2026 numbers say

Retail Insider ran Salesforce’s holiday outlook on September 1, with Caila Schwartz, Salesforce’s Director of Industry Insights, walking through the numbers. Canada came in at 83% planning to shop in stores, against 77% across the markets Salesforce tracks. Salesforce also found 42% of shoppers looked a product up online before going into a store, and about 80% use their phones while they shop. (Retail Insider doesn’t say whether those two are Canada-only or multi-market, so read them as Salesforce’s general shopper numbers.) People are watching their money, too: 56% of Canadians say they’re sticking to essentials, and 35% of shoppers are trading down to cheaper options.

Then there’s AI. A second Retail Insider piece, on September 10, says 39% of Canadian shoppers used an AI tool for shopping in the past 12 months, and around 11 to 12% now start there. Using the midpoint, that’s roughly 3 in 10 of the people who’ve at least tried it. Which means some shoppers are starting with a chatbot well before they even reach your display. Fun.

So people still want to go to the store. They just don’t want to learn anything while they’re there.

Let’s talk about design

I’ve been making files for walls, lightboxes and trade show builds for over a decade. Most of that time, the job was introducing the product. Big hero shot, a headline, and “just a couple more lines of copy about the product.” That made sense when the display was the first place someone met the product. It isn’t anymore. A lot of shoppers have already met it, read several strangers reviews, and asked a chatbot if the cheaper version is basically the same. So here are my thoughts on what to do about it.

1. Cut the spec sheet

About 4 in 5 shoppers have a phone in their hand. Your display of bullet points is up against a device with better bullet points and a search bar, and you’re not winning this one. Give the display one clear message, one fantastic image, and set the type big enough to read from the other side of the store. The details can live on the phone. That’s where they’re gonna look anyway.

2. Make the brand easy to spot

If they looked it up first, or a chatbot told them what to buy, they’re walking in looking for a name. So the logo has to read from across the store, not sit tiny in a bottom corner because it was “fighting with the hero image.” The type-size formula in point 5 (below) works for wordmarks too, so do the math. Same goes for colour. If the brand is a specific orange online, the display needs to be that orange, not a close-enough orange. Spec the Pantone, and check it on a lit sample if it’s backlit. And if it’s a brand display inside someone else’s store, you’re competing with the retailer’s signage too. Make sure yours wins at the shelf. Candy Pratts Price, the designer whose work at Bloomingdale’s helped redefine modern visual merchandising, said it plainly in VMSD‘s July-August issue: “Window displays today are driven by brand identity.” Same goes for the wall inside.

3. Match the online version

If 42% looked the product up first, whatever’s on your retail display should look like what they looked up. Same photo, same colour, same name. When the display and the product page don’t match, nobody thinks “ooh, creative.” They think “wait… is this the right one?” And that’s about the last question you want in someone’s head right before they make a decision.

4. Make the price easy to find

With 56% sticking to essentials and 35% buying cheaper versions, price is part of the decision, not something to tuck in a corner. They probably already know what it costs online anyway. “Ask an associate” just means they have to go find one…In December. Nobody has ever left a store thinking, “I loved how hard that was to price.” Put it where the eye goes second, right after the product.

5. Do what a screen can’t

A phone screen is a few inches across. Your wall can be eight feet and backlit. The phone wins on information. The wall wins on size and light. So stop competing with the phone on specs and win where it counts.

The catch is that big only works if it’s sharp. A blurry eight-foot graphic loses to a crisp phone screen every time. So here’s the cheat sheet I wish came attached to every brief.

How sharp does the image need to be? It depends on how close people get. HP’s large-format printing guide breaks it down by viewing distance:

How close they stand	Example (HP’s categories)	Resolution at final size
Under 2 ft	Close-up displays	200-300 PPI
3-5 ft	Trade show graphics	150-200 PPI
5-10 ft	Posters and banners	100-150 PPI
20 ft and up	Outdoor banners	50-100 PPI

What that means in pixels. PPI is pixels per inch: how many pixels of your image get packed into each inch of the printed graphic. More pixels per inch means a sharper print. To find it, divide the image’s width in pixels by the print’s width in inches.

Say you’ve got an eight-foot wall graphic. That’s 96 inches wide (8 × 12 = 96), and people walk right up to it, 3 to 5 feet away. HP’s table says that distance needs 150 to 200 PPI, so we’ll use the low end, 150. That means the file needs to be 96 × 150 = 14,400 pixels across.

Now try a standard 4K image, which is 3,840 pixels wide. Spread across 96 inches, that’s 3,840 ÷ 96 = 40 PPI, roughly a quarter of the 150 you need (40 ÷ 150 ≈ 0.27). It’s below even HP’s 50 to 100 PPI for outdoor banners seen from 20 feet or more, and this is a wall people are standing in front of.

An AI image is smaller still. Midjourney’s own documentation lists an upscaled 16:9 image at 2,912 pixels wide. On the same wall, that’s 2,912 ÷ 96 ≈ 30 PPI, about a fifth of what you need (30 ÷ 150 ≈ 0.2).

So ask for the original high-res files early, before December happens to you.

How big should the type be? The United States Sign Council’s legibility research gives a simple formula: viewing distance in feet ÷ legibility index = letter height in inches. The index runs from 20 to 38 depending on the lighting, typeface, colours and whether the text is all caps or upper and lower case (Signs of the Times). Take 30 as a middle-of-the-road number and a headline you want read from 30 feet away needs letters about 1 inch tall (30 ÷ 30 = 1). That’s the formula’s answer, not a number for someone glancing past with a cart, so I’d go at least double.

Here’s the formula at a few retail distances, using the lowest and highest index in USSC’s table (20 and 38) and 30 as the middle. Letter heights are in inches.

Viewing distance	Index 20 (hardest to read)	Index 30 (about the middle)	Index 38 (easiest to read)
10 ft	0.50 in	0.33 in	0.26 in
20 ft	1.0 in	0.67 in	0.53 in
30 ft	1.5 in	1.0 in	0.79 in
40 ft	2.0 in	1.3 in	1.1 in
50 ft	2.5 in	1.7 in	1.3 in
100 ft	5.0 in	3.3 in	2.6 in

Height = viewing distance in feet ÷ index (30 ft ÷ 20 = 1.5, 30 ÷ 30 = 1.0, 30 ÷ 38 ≈ 0.79). Index 20 is external light, Clarendon, white on black, all caps. Index 38 is neon, Helvetica, white on black, upper and lower case. The height is for the initial capital in upper and lower case, or every letter in all caps (USSC, via Signs of the Times, 2006).

Proof it lit. If it’s backlit, approve the colour on a lit sample, not on your monitor. Your screen and a lightbox are two very different light sources, and the client is only ever going to see one of them in the store.

A word on pop-ups

A pop-up is a temporary store, kiosk or branded display set up in a mall, inside a retailer or on a busy street for a limited run, then taken down. If you’re building one this season, all of this applies with less margin for error. It’s only there for a limited run, so nobody gets time to warm up to it, and it has to earn its spot in the few seconds someone walks past with their phone out. That’s the case for everything above: one message, a brand that’s easy to spot, a price that’s easy to find, and the size and light a screen can’t match.

It’s also a case for starting early. A pop-up runs to a fixed date, and the files, approvals and production all have to land before it does.

What this doesn’t mean

It doesn’t mean slapping a QR code on everything and calling it a day. The shopper’s already got the website open. Sending them back to it from the display is like handing someone a map of the room they’re standing in. If a code gets them something the store can’t (other sizes in stock, delivery, a coupon), great. Otherwise, skip it. Andi Woung, Senior Manager of Windows Creative at Macy’s HSQ, put it better than I can in the same VMSD piece: tech “should complement creativity rather than replace it.”

And the store’s fine, by the way. It just doesn’t have to do the boring part anymore. The spec sheet moved to the phone. What’s left is the physical, persuasive, little-bit-of-a-show part, which, if I’m being selfish about it, is the part designers wanted to do anyway 😉

FAQ

Are Canadians still shopping in physical stores for the 2026 holidays?

Yes. Salesforce data reported by Retail Insider on September 1, 2026 found 83% of Canadian consumers expect to shop in physical stores this holiday season, compared with 77% of consumers across the markets Salesforce tracks.

How many shoppers research products online before visiting a store?

Salesforce found that 42% of shoppers researched a product online before walking into a store, and roughly 80% use their phones while shopping in physical retail. These figures were not reported as Canada-specific.

How should retail displays change for pre-researched shoppers?

Displays should carry less product information and more confirmation: one clear message, visuals that match the product’s online imagery, an easy-to-find price, and an emphasis on what a phone screen can’t deliver, such as scale and lighting.

What resolution does a large-format retail graphic need?

It depends on viewing distance. HP’s large-format guidance recommends 200-300 PPI for close-up displays under 2 feet, 150-200 PPI for graphics viewed from 3-5 feet, 100-150 PPI for posters and banners at 5-10 feet, and 50-100 PPI for outdoor banners viewed from 20 feet or more. An 8-foot-wide graphic viewed from 3-5 feet needs at least 14,400 pixels across (96 inches × 150 PPI).

How tall should letters be on retail signage?

The United States Sign Council’s formula divides viewing distance in feet by a legibility index (20 to 38, depending on lighting, typeface, colour and case) to get letter height in inches. With an index of 30, text read from 30 feet needs letters about 1 inch tall.

How many Canadians use AI tools for shopping?

According to Salesforce research reported by Retail Insider on September 10, 2026, 39% of Canadian shoppers used an AI tool for shopping in the past 12 months, and roughly 11 to 12% now start their shopping journey with AI.

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Custom vs Modular Displays

Roy Reedon — Wed, 07 Oct 2026 21:32:37 +0000

What brand, retail, and experiential teams should consider before deciding where to spend their fabrication budget.

Custom display systems are engineered from scratch for one specific environment. Vendor-reported industry data puts fully custom builds at 6 to 12 weeks lead time, running up to 16 weeks for complex projects, and several times the upfront cost of a comparable modular system (FramePlus; Y Exhibits). Modular systems are pre-engineered, reusable components that a client owns outright and redeploys across shows or stores. Once built, they assemble on site in roughly 1 to 3 weeks, cost a fraction of custom per use over time, and trade some one-of-a-kind design freedom for that speed and repeatability.

To be clear about a distinction the industry sometimes blurs: modular is not the same as rental. A rental exhibit is leased per show and returned. A modular system, the kind shōmi! Retail Displays builds, is purchased once and reconfigured or redeployed by the client across many locations or events. This article compares custom fabrication to owned modular systems, not to rental economics.

Most retail and experiential programs, including several of our own, end up using a blend of both. This article breaks down the real cost drivers and real timelines, using vendor-reported industry benchmarks (labelled as such) alongside our own project data, so you can work out which approach, or which mix, fits your next rollout.

What’s the difference between a custom and a modular display system?

A custom display is designed and fabricated for one specific use: one brand, one space, one moment. Every panel, finish, and mechanism is built to spec. That is why shōmi! Custom exists as its own division, focused on pop-ups, experiential activations, and trade show exhibits that need creative flexibility and premium finishes.

A modular display system is built from a standardized, reusable kit of parts, frames, lightboxes, and panel systems that can be reconfigured, redeployed, or scaled across many locations. shōmi!’s own modular product lines, including the iMPAKT lightbox, FABRiK frames, and HORiZON Frameless, are engineered this way: the same core components, deployed in different configurations, store to store.

In practice, the line blurs more often than the marketing suggests. On our Arcadia Earth immersive installation at The Well in Toronto (17,000 square feet), we used modular SEG lightboxes and printed fabric panels that could be broken down to fit through a small front door and reassembled inside, alongside custom-fabricated 3D wood elements built specifically for that space. The brief was to turn a bare retail unit into an immersive underwater environment, with lifelike visuals on the floors, walls, and ceiling. Dimmable LEDs mimicked underwater light, brighter at the top of the fabrics and dimmer at the bottom, and the lighting on the printed fabrics was tuned so it did not overpower the projection mapping. The 3D wood elements were fabricated and staged at shōmi!, then broken down and reassembled on site.

The structural system was modular. The sculptural elements were custom. That combination is common, and it’s worth knowing before you assume an entire project has to go one way or the other.

The lesson: don’t make the entire environment custom simply because part of the creative needs to be custom. Put the fabrication dollars where the customer will actually experience the difference.

How much does each cost?

Custom exhibit footprint	Typical total cost, USD	Typical total cost, CAD equivalent
10′ x 10′	US$8,000 to US$20,000	roughly CAD $11,400 to $28,500
20′ x 20′	US$30,000 to US$80,000	roughly CAD $42,700 to $113,800
20′ x 30′ to 20′ x 40′	US$60,000 to US$150,000	roughly CAD $85,400 to $213,400
Custom large-format graphics alone	US$10 to US$25 per square foot	roughly CAD $14 to $36 per square foot

These are rough estimates in line with our own experience building and quoting custom exhibits. The US dollar figures follow published pricing from RH Visual, a US exhibit house in Round Rock, Texas (page last updated May 12, 2026). The CAD column above is a straight currency conversion at the Bank of Canada rate of 1 USD = 1.4226 CAD on October 6, 2026 (the most recent published rate), rounded to the nearest $100 (graphics to the nearest dollar), included so the US figures are usable for budgeting in Canada. Treat it as a reference floor, not a Canadian market quote: actual Canadian costs also depend on local labour, freight, and material sourcing, which move independently of the exchange rate.

Published sources don’t have an equally standardized dollar benchmark for modular systems, mainly because the upfront number depends on how many times the system gets reused, not just its size. One vendor-reported data point fills that gap, on real operating cost: Skyline, a US exhibit manufacturer, documents Okuma America eliminating more than US$60,000 (roughly CAD $85,400 at the same rate) a year in storage costs after moving to a custom modular strategy.

Our own numbers from a recent 8-location retail display rollout show what that looks like in practice. Client and retailer are withheld here for confidentiality; the cost structure and figures below are real, and are in Canadian dollars, shōmi!’s standard invoicing currency. The display was designed to be modular and deconstructable end to end:

Cost per store (CAD)
Fabrication (structure, soft goods, powder coating)	$12,000
Graphics and print	$3,600
Engineering and project management	$2,500
Packaging and crating	$1,300
Shipping	$1,400
Installation labour	$7,000
Total per store	$27,800
Total across 8 locations	approximately $220,000

Value engineering and in-house fabrication, repurposing industrial lockers instead of building custom cabinetry, patterning soft goods in-house, and controlling production top to bottom, cut the projected cost by roughly 18% against the original concept. That 18% is a reduction against projected cost on one specific rollout, not an industry average, but it illustrates the real gap between building custom for each location and engineering a system once to deploy several times.

How long does each take to build?

Build type	Typical timeline
Fully custom exhibit or display	6 to 12 weeks
Fully custom exhibit or display, complex builds	up to 16 weeks
Modular system, on-site assembly (system already built and owned)	5 to 15 working days, roughly 1 to 3 weeks

These are rough estimates in line with our own experience. The custom build ranges follow published lead-time guidance from FramePlus and Y Exhibits. Those figures describe two different moments worth separating. The modular timeline above (1 to 3 weeks) is for assembling a system that already exists, redeploying it to a new location or show. Designing and fabricating a modular system for the first time is closer to a custom build in scope, since the components still have to be engineered and produced before they can be reused. One of our own modular retail rollouts is an example of that first-build case: concept to installation across 8 retail locations, including fabrication of every store’s fixtures, in under 8 weeks. Once a modular system exists, redeploying it to a ninth store would be closer to the range above.

Modular systems also compress timelines on the back end, after the first build. Our JennAir project for PRSPKTV is a clean example. We built a 1,500-square-foot luxury trade show environment (floor, walls, and ceiling) in 4 days on the show floor, using a modular subfloor, SEG-framed fabric walls, and a custom fire-approved mesh ceiling. Because the components were engineered to be reused rather than scrapped after the show, the same floor and wall system was later adapted into a permanent retail installation with incremental rework, not a second full build.

What’s the real trade-off in impact and durability?

Custom fabrication buys design freedom: nonstandard shapes, one-off finishes, and effects a standardized system can’t replicate. The Charlotte Tilbury and Clean installations we built with Park Creative Studio for Sephora both relied on custom-fabricated centrepieces, vacuum-formed acrylic globe lights and three-dimensional cloud structures, that only make sense as one-off builds tied to a specific creative concept.

Modular systems buy repeatability and, often, sustainability. That same 8-location rollout example from above was designed from the outset to be disassembled at the end of the campaign, with wood, metal, and fabric components sorted for reuse or recycling instead of landfill. That is a structural property of modular design, not an add-on: components engineered to come apart cleanly are also easier to retire responsibly.

Which should you choose?

There is no universal answer, but the benchmarks above point to a reasonably reliable rule of thumb. On repeatable cost and speed, modular wins in almost every scenario where a display or exhibit gets used more than once. Custom makes sense less as a frequency calculation and more as a creative one: choose it when the environment is genuinely one-of-a-kind, tied to a specific space or moment that will not be repeated, and the design outcome matters more than repeatable economics.

The honest middle ground, and where most of our own project history actually lives, is a hybrid: modular structural systems (lightboxes, SEG frames, subfloors) that carry the repeatable cost and timeline advantages, paired with a smaller set of custom-fabricated elements where the creative concept genuinely requires them.

FAQ

How long does a custom display take to build?

Fully custom trade show and retail displays typically take 6 to 12 weeks from concept to installation, with complex builds running as long as 16 weeks.

How much does a custom trade show booth cost?

Based on vendor-reported US pricing from RH Visual, a basic 10′ x 10′ custom booth typically runs US$8,000 to US$20,000 (roughly CAD $11,400 to $28,500 at the October 6, 2026 exchange rate), scaling to US$30,000 to US$80,000 for a 20′ x 20′ footprint and US$60,000 to US$150,000 for a large 20′ x 30′ to 20′ x 40′ build. Custom-fabricated large-format graphics alone run US$10 to US$25 per square foot. These are US figures converted at the Bank of Canada rate of October 6, 2026 for reference; actual Canadian quotes also depend on local labour and material sourcing.

How much does a modular retail display program cost per location?

Costs vary by scope, but on one of our own 8-store retail rollouts, the fully built and installed cost came to CAD $27,800 per store, covering fabrication, graphics, engineering, shipping, and installation labour. Client and retailer are withheld for confidentiality.

Can modular displays be reused across multiple stores or events?

Yes. Modular systems are engineered around standardized, reusable components, so the same structural system can be redeployed across locations or repurposed for a new use. On our JennAir project, a trade show floor and wall system was later adapted into a permanent retail installation.

Can a single project combine both custom and modular elements?

Yes, and in practice this is common. Our Arcadia Earth installation at The Well in Toronto used modular SEG lightboxes and fabric panels for the structural system, alongside custom-fabricated 3D wood elements for the sculptural pieces that needed a one-of-a-kind shape.

What materials are typically used in modular versus custom displays?

Modular systems are built around standardized components: aluminum-extrusion or SEG frames, printed fabric or fabric-tension panels, and modular subflooring, the same core parts across shōmi!’s iMPAKT, FABRiK, and HORiZON product lines. Custom builds use whatever the design calls for, which has included vacuum-formed acrylic, welded steel, and custom millwork on our own projects.

When does a custom build make more financial sense than modular?

Rarely, on cost alone. Custom is chosen for creative reasons, a nonstandard, one-off environment, rather than because it is cheaper.

Is a modular or custom display more sustainable?

Modular systems have a structural advantage: components engineered to be reused or cleanly disassembled are easier to responsibly retire than a one-off custom build. On one of our own rollouts, the modular design was built from the outset to be taken apart at end of campaign, with wood, metal, and fabric sorted for reuse or recycling rather than sent to landfill.

Does shōmi! build both custom and modular display systems?

Yes. shōmi! Custom handles premium, one-off fabrication for experiential and retail environments, and shōmi! Retail Displays builds modular, scalable systems, including the iMPAKT lightbox, FABRiK frames, and HORiZON Frameless product lines, for repeatable retail rollouts. Many of our projects combine both.

Sources & References

Sources

RH Visual, “Trade Show Booth Cost: 2026 Pricing Guide” (vendor-reported; US exhibit house, Round Rock, Texas; figures in USD)
FramePlus, “Modular vs Custom Exhibition Booths: Which Is Right for You?” (vendor-reported; European, euro-denominated; cited only for its lead-time figures, not as USD or CAD figures)
Skyline, “Custom Modular vs. Fully Custom Exhibits: What is Best for Your Brand” (vendor-reported; US exhibit manufacturer; figures in USD)
Y Exhibits, “Rental vs Custom Exhibits: Which Is Right for You?” (vendor-reported; cited only for its fully-custom build timeline)
Bank of Canada, USD/CAD exchange rate (Valet API, FXUSDCAD), 1.4226 on October 6, 2026, used to convert USD figures above for reference
Internal project data (figures in CAD): an 8-location retail display rollout (client and retailer withheld for confidentiality); JennAir Trade Show and Retail Installation (shōmi! with PRSPKTV); Arcadia Earth at The Well Toronto (shōmi!); Charlotte Tilbury and Clean at Sephora (shōmi! with Park Creative Studio)

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How shōmi! delivered a brass-finish vanity and photo moment at retail scale

Arash Ejtemaee — Fri, 25 Sep 2026 19:54:09 +0000

Charlotte Tilbury needed two centrepieces for its Sephora rollout: a round vanity table on a two-cone base, and a photo moment shaped like an oversized makeup mirror ringed in globe lights. Both in a shiny brass finish. Across multiple store locations, not one.

Park Creative Studio brought us the brief. shōmi! Custom built both pieces to spec, on budget, and durable enough to survive a retail floor. Here’s the custom retail display fabrication that made it happen.

The Brief

For Charlotte Tilbury’s Sephora footprint, that meant two centrepieces:

A round vanity table, base built from two inverted cones, topped with a custom tray drilled for security tethers to hold perfume bottles in place.
An Instagram photo moment built to resemble a massive makeup mirror ringed in globe lights.

Same finish on both: a shiny, warm brass. Same requirement on both: hold up across multiple stores, not just look good on install day.

The Engineering Challenges

Three problems, one project.

Get the brass look on budget. A two-cone table base is a lot of panels to keep consistent under one finish, and that has to happen across multiple locations, not once.

Build the base so it’s actually structurally sound, with a tray that keeps perfume bottles secured while customers can still pick them up and try them.

Build the mirror-and-globe-light photo moment so it’s durable and safe on a retail floor that gets bumped and leaned on daily, not just durable on install day.

The Build

The finish. A pressure-sensitive metallic vinyl film, hand-applied and squeegeed carefully to avoid scuffing, delivered the brass look without plated metal parts.

The table. Two inverted cones instead of one moulded form kept the base buildable and stable while still delivering the sculptural look the brief called for. The tray on top was drilled with holes sized for security tethers, so perfume bottles could sit out for customers to try while staying secured to the fixture.

The photo moment. Instead of traditional light bulbs, the globe lights were built as vacuum-formed half domes of white translucent acrylic, set into a metal frame. The domes were engineered for durability and resistance to wear, creating a sturdy, break-resistant mirror effect without a bulb to replace or a socket to wire.

What Shipped

Budget: the brass finish, achieved with vinyl film rather than plated metal.
Structure and security: the two-cone table base and tethered tray, holding perfume bottles securely while staying fully accessible to customers.
Durability and safety: the makeup-mirror photo moment, built with acrylic domes in a metal frame engineered for wear and resistance to breakage, in place of exposed light bulbs.

The Real Lesson

A brass finish and a lit mirror moment don’t need plated metal or wired glass to read right at retail scale. They need the material and method that hits the look, the budget, and the durability bar the floor actually demands.

On this one, that was vinyl film and vacuum-formed acrylic. On the next one, it’ll be whatever the brief and the budget call for.

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Made in Canada Just Became a Pricing Argument

Roy Reedon — Wed, 02 Sep 2026 17:31:18 +0000

Note: this article reflects tariff measures, rates, and Statistics Canada figures as published as of September 1, 2026. Both countries’ tariff schedules have shifted multiple times over the past year, and Canada’s September 8 countertariffs were not yet in force at time of writing. Confirm current rates and product lists against the government sources linked below before making sourcing, pricing, or purchasing decisions.

TL;DR

The U.S. imposed a 50 percent tariff on Canadian goods on August 22, 2026, with no CUSMA exemption and no expiry date. Canada’s countermeasure follows on September 8: 874 tariff items, $27.6 billion, at 15/25/50 percent duty tiers. Steel, aluminum, furniture, and electronics, the exact inputs in a display build, are on the list, and Canadian wood, steel, and aluminum outputs were already down 8.1, 4.3, and 19.5 percent year over year before this hit. Where a display gets fabricated just became a real pricing variable, not only a values statement.

For years, “we build in Canada” was a values statement. As of this month, it’s a number on a quote.

On August 22, 2026, the United States imposed a 50 percent tariff on a broad range of Canadian goods, with no expiry date and, unusually, no exemption for goods that would otherwise qualify for duty-free treatment under CUSMA (Blakes; CBC News). Canada is answering in kind. Starting September 8, 2026, countertariffs take effect on 874 tariff items imported from the U.S. (RVIA; GHY Trade Compliance), worth $27.6 billion, at duty tiers of 15, 25, and 50 percent depending on the good (Government of Canada). Steel, aluminum, furniture, and electronics, exactly the categories that show up on a retail display fabrication quote, all sit inside Canada’s new countertariff list. Furniture and electronics are also newly caught by the U.S. measure; steel and aluminum face the U.S. border too, but through a separate, already-existing tariff track rather than this new one, a distinction the next section unpacks.

None of this is background noise for anyone buying custom or modular displays right now. It changes what “Made in Canada” is worth on a quote, not just what it says about a supplier.

What Changes on September 8

Canada’s countertariff package matches the U.S. tariffs dollar for dollar, rate for rate, applied at the level of individual tariff item rather than broader category (Government of Canada). The three duty tiers, and what is publicly documented in each so far, look like this:

Duty tier	Confirmed categories
50%	Steel and aluminum products, furniture, clothing and apparel
25%	Appliances, dairy products (including cheese), fish and seafood, certain steel and aluminum derivative products
15%	Remaining tariff items on the published list, rate set to match the corresponding U.S. tariff on that good

The list runs to 874 tariff items by trade-compliance counts of the government’s published annex (RVIA; GHY Trade Compliance), detailed down to individual Harmonized System codes, and the government’s own guidance is that importers need to check the specific line, not assume a category-level rate (Government of Canada). Alongside the countertariffs, Canada announced $7.5 billion in new and enhanced domestic support measures for affected workers and businesses: a $1.5 billion Regional Tariff Response Initiative, a $500 million liquidity stream under BDC’s Pivot to Grow program, a $2 billion Canada Strong Diversification Fund, and $3.5 billion in Rapid Response Supports for Workers and Employers (Government of Canada).

The U.S. Side of This

The August 22 U.S. tariff is not a continuation of an earlier measure. It is a new 50 percent duty imposed under Section 338 of the Tariff Act of 1930, a provision that lets the President impose tariffs against a country found to discriminate against U.S. commerce (Blakes). Three proclamations cover different territory: one reaching motor vehicles, electronics, machinery, wood and paper products, chemicals, textiles, plastics, rubber, furniture, and leather goods; one on dairy and related products; and one covering alcohol, hockey equipment, and a handful of other specific goods (Blakes).

Two details matter more than the headline rate. First, there is no stated expiry date. Second, unlike earlier rounds of U.S. tariffs on Canadian goods, this one does not carve out CUSMA-qualifying products, so the trade agreement that was supposed to insulate cross-border manufacturing from exactly this scenario does not apply here (Blakes). Steel and aluminum are notably excluded from this particular action, but only because they are already under a separate, long-standing Section 232 tariff regime, not because they are spared (Blakes).

Canadian Manufacturing Was Already Under Strain

This trade escalation is not landing on a healthy manufacturing sector. Statistics Canada’s own data shows the strain predates the September tariffs: as of December 2025, wood product manufacturing output was down 8.1 percent year over year, iron and steel mills output was 4.3 percent below year-end 2024 levels, and aluminum output had contracted for four consecutive quarters and was down 19.5 percent year over year (Statistics Canada, “Recent developments in the Canadian economy: Spring 2026”).

Those are the exact three materials, wood, steel, and aluminum, that sit inside most retail display and trade show fabrication: millwork substrates, structural framing, and finished metal components. A sector already contracting on volume, now facing new cross-border duties in both directions, is not a sector where material costs are going to hold steady.

What This Means for Display Fabrication Costs

A retail display or trade show exhibit is rarely one material. A typical build might combine powder-coated steel or aluminum framing, millwork panels, printed graphics, and electronic components for lighting or digital integration. Under the new rules, any of those inputs, or any finished display, crossing the Canada-U.S. border in either direction can now carry a 15 to 50 percent duty on top of the listed price, depending on the specific tariff line it falls under (Government of Canada; Blakes).

That changes the math on a decision that used to be mostly about lead time or finish quality: where a display, or the materials that go into it, are actually fabricated. A quote built on components sourced or assembled across the border now needs to account for a duty that did not exist two weeks ago, with no announced end date attached to it (Blakes). A quote built on materials sourced and fabricated domestically does not carry that specific exposure, even though it is not immune to the broader cost pressure hitting Canadian steel, aluminum, and wood producers directly (Statistics Canada).

Why “Built in Canada” Is Now a Line Item

shōmi! is a Canadian fabrication and visual solutions partner. Our engineering, CNC routing, laser cutting, metal fabrication, and millwork happen in-house, domestically, which means a display we design and build for a Canadian client, from Canadian-sourced materials, never crosses the U.S. border to get made. That is a real, current advantage under these rules, and it is worth being precise about what it does and does not solve. It does not exempt us, or anyone else sourcing Canadian steel or aluminum, from the cost pressure already showing up in those sectors’ output numbers, and it does not remove tariff exposure on any material or component that genuinely is imported from the U.S. as part of a build. What it does is remove one avoidable variable from a client’s budget: the cross-border duty that applies specifically when a finished display, or its major components, gets imported across the border.

Our brand promise is clear scope, clear ownership, no surprises. In a pricing environment where a tariff schedule can add 15 to 50 percent to a line item with a two-week runway, the honest version of that promise is telling clients plainly where their materials and fabrication actually happen, and what that does and doesn’t protect them from, rather than letting “Made in Canada” do the talking as a slogan instead of a fact they can check against a quote.

FAQ

When do Canada’s new countertariffs take effect?

Canada’s countertariffs take effect September 8, 2026, at 12:01 a.m. They apply to $27.6 billion of U.S. imports at duty rates of 15, 25, or 50 percent depending on the specific good (Government of Canada), covering 874 tariff items by trade-compliance counts of the published list (RVIA; GHY Trade Compliance).

What triggered Canada’s countertariffs?

The United States imposed a 50 percent tariff on a broad range of Canadian goods effective August 22, 2026, under Section 338 of the Tariff Act of 1930. Canada’s response is designed to match those tariffs dollar for dollar, rate for rate (Blakes; Government of Canada).

Do CUSMA-qualifying goods get an exemption from the U.S. tariffs?

No. Unlike earlier rounds of U.S. tariffs on Canadian goods, the August 22, 2026 measure explicitly applies even to goods that would otherwise qualify for preferential treatment under CUSMA (Blakes).

Is there an end date on the U.S. tariffs?

None has been announced as of this writing (Blakes).

Which materials relevant to display fabrication are affected?

Steel, aluminum, furniture, and electronics all appear among the categories named in Canada’s countertariff package, and wood and paper products, furniture, and electronics are named in the U.S. measure (Government of Canada; Blakes).

Was Canadian manufacturing already under pressure before this?

Yes. As of December 2025, Statistics Canada reported wood product manufacturing output down 8.1 percent year over year, iron and steel mills output down 4.3 percent from year-end 2024, and aluminum output down 19.5 percent year over year after four straight quarters of contraction (Statistics Canada).

Does fabricating in Canada eliminate tariff exposure entirely?

No. It removes exposure to the new cross-border duty specifically, since a display built in Canada from Canadian-sourced materials never crosses the U.S. border to get made. It does not shield a project from the broader cost pressure already affecting Canadian steel, aluminum, and wood producers, and it does not remove tariff exposure on any material or component that genuinely is imported from the U.S. as part of a build.

Does shōmi! fabricate displays domestically?

Yes. shōmi!’s engineering, CNC routing, laser cutting, metal fabrication, and millwork are done in-house in Canada.

Could these tariff rates or lists change?

Yes, and they likely will. Both countries’ tariff schedules have already shifted multiple times over the past year, Canada’s countertariffs had not yet taken effect as of this writing, and neither government has announced an end date. There’s also a real possibility talks between the two countries resume, and the Section 338 legal basis for the U.S. tariff remains untested in court as of this writing (BNN Bloomberg). Treat the figures here as a snapshot as of September 1, 2026, and check the government sources linked below for the current rates before pricing a project.

Sources

Government of Canada, Department of Finance, “Canada announces targeted countermeasures and substantive support for workers and businesses in response to U.S. tariffs” (August 2026; $27.6 billion countertariff package, 15/25/50 percent duty tiers, $7.5 billion support package)

Government of Canada, Department of Finance, “List of products from the United States subject to counter-tariffs effective September 8, 2026” (title as published)

Recreation Vehicle Industry Association (RVIA), “Canada Releases Retaliatory Tariff List” (874 tariff items, published by Department of Finance Canada on August 25, 2026)

GHY Trade Compliance, “Canada to Impose New Counter-Tariffs on U.S. Goods Effective September 8, 2026” (title as published; 874 tariff items, 15/25/50 percent duty tiers)

Retail Insider, “Canadian Retailers Face New Cost and Sourcing Pressures from U.S. Counter-Tariffs” (title as published; independent corroboration of the 874-item count)

Hicks Morley, “Federal Government Announces Counter-Tariffs and $7.5 Billion Support Package for Canadian Workers and Businesses” (title as published; breakdown of the $7.5 billion support package, including the $500 million BDC Pivot to Grow liquidity stream)

Blakes, “U.S. Imposes 50% Tariffs on Canadian Products, Effective August 22, 2026” (Section 338 basis, no CUSMA exemption, no stated expiry, category and exclusion detail)

CBC News, “American tariffs on Canadian goods take effect after trade talks fall apart” (August 22, 2026)

Statistics Canada, “Recent developments in the Canadian economy: Spring 2026” (wood, iron and steel, and aluminum output figures as of December 2025)

BNN Bloomberg, “Untested in court, Trump’s new tariffs on Canada raise legal questions” (August 29, 2026; Section 338 tariff not yet legally challenged, distinct from the earlier IEEPA-based tariffs the Supreme Court struck down in February 2026; notes a real possibility of resumed Canada-U.S. talks)

Note: source titles above are quoted verbatim as published, including where the outlet itself uses “counter-tariffs”; the article’s own running text uses “countertariffs” per house style.

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Case Study: NARS

Arash Ejtemaee — Fri, 07 Aug 2026 21:01:57 +0000

Old Phones, New Guts: How Four Vintage Telephones Stole the Show at the NARS Booth

Most trade show briefs sound simple until you start building them.

“Can you make old telephones interactive?” is one of those briefs. It sounds straightforward. Then you’re staring at a handset with no wiring inside it, no audio circuit, no way to know if lifting the receiver will do anything at all. That’s where the real work starts.

For a 20-foot by 20-foot booth for NARS (designed by Park Creative Studio), we rebuilt four vintage telephone handsets from the inside out. Each one had to play audio on cue, match a specific Pantone colour without chipping, and survive being picked up and hung up – repeatedly – across multiple trade shows. Then we built the whole structure on a modular octagon frame with backlit graphic walls.

Oh, and we had to do it on a budget that could cover custom electronics or a carpet. Not both.

The phone problem

Vintage handsets aren’t wired for interactive marketing. They were designed to hang on a wall and ring. That’s it.

But here’s what they had to do: each phone needed to play a different custom audio clip when someone picked it up, and stop playing when they hung it back down. Four phones. Four different clips. Four triggers.

That meant designing custom electronics that could live inside a vintage handset. We built a circuit around something that was already there: the hang-up clip. That little lever the receiver rests on? That’s a mechanical switch. When the handset sits in the cradle, the clip is compressed. Lift the phone, it releases. That release triggers our custom circuit to start playing the audio for that phone. Hang it up, the clip resets, the circuit cuts out.

We didn’t retrofit a new mechanism into the phone. We built custom electronics that leverage what was already built in.

Each phone also had to match a Pantone colour and look perfect after months of being manhandled at trade shows. Standard spray paint fails that test in weeks. We partnered with an automotive paint shop to get the Pantone match and durability in a single coat – the kind of finish engineered for car doors, not props.

A vintage telephone finished like a bumper. Not a sentence anyone expects to write, but here we are.

The structure

The booth ran on a modular octagon system – eight pieces that come together fast and break down faster, without looking like that was the whole idea. Four of those pieces carried graphic walls printed on fabric and mounted in SEG frames, edge-lit from inside with LEDs. The setup was built to travel and transform without announcing it.

The budget call

Partway through, the math got real. The budget wouldn’t stretch to both the custom phones and a carpeted floor. Every trade show project hits this moment: you choose what people will remember, or what’s under their feet.

The phones were the whole concept. So the floor became a printed vinyl banner – high-quality graphics standing in for carpet at a fraction of the cost. Nobody at the show missed the carpet. Almost everybody picked up the phones.

Why this matters

Interactive elements are the thing every brief asks for and the first thing most builders scope out when money gets tight. The assumption is that interesting problems require expensive solutions.

They don’t, if you’re willing to look before the quote gets locked in.

A switch that already exists inside a phone. A paint finish borrowed from automotive. A floor graphic doing carpet’s job. Those aren’t compromises. They’re solutions that cost less because someone thought about the actual problem instead of the obvious answer.

If your next booth brief has an idea that nobody’s worked out how to build yet, that’s a conversation worth having early. The interesting part isn’t proving it’s possible. It’s figuring out how to make it work without starting from scratch.

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Boomers: The Wildcard Retail Keeps Getting Wrong

Shadi Desjardins — Tue, 21 Jul 2026 16:53:23 +0000

TL;DR: Baby boomers hold roughly half of Canada’s household wealth, are the most brand-loyal generation shopping today, and prefer shopping in-store more than any other generation, yet most retail environments are still lit, signed, and staffed as if this shopper stopped mattering. The fix is brighter, higher-contrast graphics, a staffed checkout option alongside self-checkout, and fixtures built for a slower, closer look, not a bigger budget.

Every generation eventually gets flattened into a caricature. Boomers got theirs years ago: confused by a TV remote, allergic to hyperlinks, one Life Alert commercial away from giving up on the outside world entirely. Retail built a fair chunk of its marketing strategy around quietly writing them off.

Then it turns out this generation controls half the wealth in the country and has bought the same brand of laundry detergent since Mulroney was prime minister.

We promised this one two posts ago. At the end of Gen X: The Forgotten Generation, we called Boomers “the biggest wildcard in this series, controlling more wealth than anyone and getting talked about the least accurately.” Time to make good on it.

Who they are, and what they’re actually sitting on

Baby boomers were born between 1946 and 1964, putting the cohort at 62 to 80 years old this year. The first of them turn 80 in 2026, according to Circana, which is a good reminder that “senior shopper” now spans nearly two decades of very different people with very different needs. Somewhere in that range is a 62-year-old still putting in full workdays and a 79-year-old who retired before smartphones existed. Retail keeps talking about “boomers” like it’s one shopper walking through one door.

In Canada, Statistics Canada’s 2020 household wealth distribution report found that boomer households held an average of almost $1.2 million in net worth in 2019, accounting for roughly 50% of all household wealth in the country. That share has stayed close to flat since 2010, while Generation X and millennials split the remaining 36% between them and the pre-1946 generation held the last 15%, a share that’s shrinking as they draw down retirement savings.

South of the border, boomers still outspend most of the population. Bureau of Labor Statistics data puts average 2023 household expenditure for the boomer cohort at $70,207, trailing only Generation X’s $95,692 and comfortably ahead of Gen Z’s $52,891. Circana’s research adds that boomers and Gen X together account for 66% of the entire US market, and that boomers are sitting on the front end of roughly $124 trillion in wealth transfer to their heirs by 2048, a transfer that’s set to make millennials the wealthiest generation in history. Boomers, in other words, are about to bankroll the very generation currently getting credit for having all the money, a plot twist their critics haven’t quite caught up to.

More than half (56%) also told Circana they expect to work past 70, or not retire at all, and 78% of that group said the reason is “healthy aging” rather than financial necessity. This is not a generation quietly heading for the exit.

The habits retail keeps measuring wrong

Given the choice, 60% of boomers prefer to shop in-store against 22% who prefer online, the strongest in-store preference of any generation on record, and only 18% split their shopping evenly between the two. That’s not nostalgia. It’s a considered preference from a generation that has now shopped online for over two decades and picked its lane.

They’re also the most brand-loyal cohort out there. A Morning Consult survey reported by eMarketer found boomers post the highest brand loyalty of any generation across multiple categories, topping out at 76% for groceries and household goods. This is not a generation waiting to be won over. It’s a generation that decided, long before loyalty apps and QR codes existed, which grocery banner, which bank and which coffee brand it was sticking with, and hasn’t revisited the question since.

That loyalty runs into a real problem at the checkout, though. The push toward unstaffed self-checkout has landed unevenly on older shoppers. A UK study by housing provider Anchor, reported by Next Avenue, found that one in four older shoppers describe self-service checkouts as intimidating and unfriendly, and documented the fairly specific indignity of standing at a kiosk, missing a barcode, and getting scolded by a flashing light for it. Retailers who read that as a tech problem are misreading it. It’s a design and staffing problem wearing a tech costume.

Yes, they’re online. No, not for what you’d assume

The stereotype says boomers can’t work a computer. The data says otherwise: 94% of boomers use Google to search for brand names before buying, according to Circana, and the same research found boomers own more smart TVs and connected devices than younger generations do. The generation everyone pictures squinting at a “Wi-Fi password, please?” sign is out here Googling ingredient lists before checkout. They’re not offline. They’re just not doing their research on TikTok, and most retail marketing budgets are still built as if TikTok is the only place research happens.

What this means for a physical environment

Boomers aren’t hard to design for. They’re just being designed for by an industry that’s spent a decade optimizing for a completely different shopper.

Legibility beats cleverness. Small type, low-contrast signage and dim ambient lighting on product information don’t read as sleek to this shopper, they read as illegible, and that’s before accounting for the reading glasses a lot of them are stubbornly not wearing. Well-lit graphics with genuine contrast and a type size that doesn’t require squinting will outsell a moodier, more “elevated” look every time with this audience.

A staffed option, not a self-checkout mandate. Given how brand-loyal and high-spending this shopper already is, alienating them at the one moment they’re handing over money is a bad trade for whatever labour cost a fully unstaffed lane saves. One open, clearly marked staffed lane solves most of the friction the Anchor study documented, without giving up the self-checkout throughput for everyone else.

Displays built for a slower, more decisive visit. This shopper makes fewer trips with a clearer intention behind each one. That rewards a fixture and finish that holds up to close, unhurried scrutiny rather than one built to catch a half-second glance while scrolling. Durable materials and a display that still looks considered on a shopper’s third or fourth close look do more work here than a display that’s built to be noticed once and forgotten.

Proof over hype. A visible price, a clear promotion, a receipt that actually prints. None of that sounds like design, but for a shopper this brand-loyal and this deliberate, trust cues are doing as much selling as anything on the wall.

The build spec: numbers to design against

“Legible” and “durable” are creative direction. Here’s what they translate to on an actual spec sheet.

Illuminance: “atmospheric” isn’t a synonym for underlit. Research published in Graefe’s Archive of Clinical and Experimental Ophthalmology found that shoppers aged 70 to 80 need at least 500 lux to read at a visual acuity of 0.8, and more than 1,000 lux to reach full 1.0 acuity. A lot of contemporary retail lighting is trending the opposite direction: dim general lighting with a few hero displays spotlit for drama, which photographs beautifully and reads as a blur to a 74-year-old trying to find a price tag. That’s the practical case for backlit and edge-lit formats over graphics that depend entirely on whatever ambient light the ceiling happens to provide: a lightbox can guarantee its own illuminance no matter what mood the rest of the store is going for.

Contrast: 4.5:1, minimum. The WCAG 4.5:1 contrast ratio for standard text isn’t an arbitrary web-design convention. It’s set specifically to account for the drop in contrast sensitivity that comes with aging vision, on the finding that someone with 20/40 vision, a level of acuity loss that becomes increasingly common through a person’s 60s and 70s, needs roughly 1.5 times the contrast a younger observer does to read the same text at the same ease. Pale type on white, or light grey on white, a favourite look in minimalist retail signage, routinely fails that ratio. Dark text on a light field, or the reverse, holds up.

Character height: roughly 1 inch per 10 feet of viewing distance. That’s the same math the ADA uses for sign compliance, and it’s a reasonable working rule for any graphic meant to be read at a distance, not only legally mandated signage. A price card read from three feet needs far less than a directional sign read from twenty, but both should be sized against an actual measured viewing distance, not whatever looked fine zoomed in on a designer’s monitor at 200%.

Aisle width and clear floor space: treat the ADA minimums as a floor, not a target. ADA accessible route standards require routes to clear at least 36 inches, widening to a 60-by-60-inch passing space at intervals no longer than 200 feet if the route is narrower than 60 inches. Clear floor space in front of any display or counter needs to be at least 30 by 48 inches. Those numbers exist for wheelchair users, but they’re also the numbers that keep a slower-moving, less agile shopper from feeling like the store was built for somebody else’s pace.

Motion as an accent, not a narrator. Animated lightboxes are genuinely effective at pulling a glance from across a room. They’re the wrong format for the actual information this shopper needs once they’ve stopped walking toward it: price, size, ingredients, return policy. Let motion do the attracting. Let a steady, well-lit, high-contrast static graphic do the informing.

None of it costs more to get right. It just means pulling out a light meter and a tape measure instead of trusting your gut, or your monitor.

That’s four generations covered now, from a teenager filming a haul for content to someone who’s been loyal to the same grocery brand since 1975. None of them shop the same way, and building one environment meant to please all of them equally isn’t inclusive design. It’s a compromise that satisfies nobody in particular.

shomi! builds physical retail environments meant to hold up under close, unhurried scrutiny, the exact kind boomers are known for. If legibility and durability matter more to your audience than novelty, that’s a conversation worth having.

Sources

Circana (Nov 2025) • Statistics Canada, The Daily (Jun 2020) • Bureau of Labor Statistics (Apr 2025) • Capital One Shopping Research, citing National Retail Federation (2026) • eMarketer, citing Morning Consult (Nov 2024) • Next Avenue, citing Anchor UK (2024) • Graefe’s Archive of Clinical and Experimental Ophthalmology, via PMC • W3C, Understanding WCAG SC 1.4.3 • U.S. Access Board, ADA Chapter 7: Signs • U.S. Access Board, ADA Chapter 4: Accessible Routes • U.S. Access Board, ADA Chapter 3: Clear Floor or Ground Space

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Maytag Case Study

Arash Ejtemaee — Tue, 14 Jul 2026 19:39:03 +0000

How do you build one photo op that works for a chihuahua and a great dane?

Project at a glance

Client: Maytag
Agency: prspktvMEDIA
Event: Canadian Pet Expo
Footprint: 10′ x 20′ trade show booth

Objective: Launch a pet-focused washer and dryer, engineered to remove five times more pet hair than other models, in a playful, premium environment built around that claim

When Maytag launched a pet-focused washer and dryer at the Canadian Pet Expo, the booth had to land as a high-end pet salon, ship clean to a second city, and stay inside a real-world trade show budget. Here’s how shōmi! built it.

The brief: a luxury pet salon that ships flat

prspktvMEDIA came to shōmi! with a clear creative concept: a “Salondromat,” a tongue-in-cheek pet salon environment with crown molding, wainscoting, framed pet portraits, and a salon-style hairdryer photo op. The challenge wasn’t the concept. It was the reality of a 10×20 booth, a fixed budget, and a second-city deployment that ruled out anything heavy, fragile, or one-time-use.

Every element had to do three jobs at once: look premium on the show floor, ship in a manageable footprint, and set up fast.

Faking the architecture

The walls did the heavy lifting on the “luxury salon” read, but real wainscoting and crown molding were off the table. They blow trade show budgets, break in transit, and add days to install.

The solution was a two-layer approach. SEG stretch fabric panels were printed to simulate wainscoting and upscale paneling, giving the walls the depth and tone of a renovated salon at a fraction of the weight. The faux crown molding was achieved with printed pressure-sensitive vinyl applied to aluminum composite, delivering the architectural detail at a fraction of the cost. From the aisle, the walls read as a real space. From the crate, they read as flat panels.

The framed pet portraits used the same logic. Rather than building or sourcing actual frames, frame graphics were printed directly onto flat stock alongside the portrait images, giving the gallery-wall effect without the weight or breakage risk.

Solving the floor in a tube

A tile floor with embedded paw prints would have looked the part and added two days to install, plus a hard-to-ship footprint. The shōmi! graphic designer created a custom tile-and-paw-print pattern in-house and printed it on roll-up flooring. The visual story was identical to laid tile. Setup took minutes. The whole floor shipped in a tube.

The hair bags

The hero prop of the booth was a pile of oversized pet hair bags sitting beside the washer and dryer, making Maytag’s claim, removing five times more pet hair than other models, impossible to miss. Filling them with real pet hair alone would have made them heavy and slow to ship between cities. Filling them with fake material would have lost the realism the concept depended on.

The shōmi! solution mixed real pet hair with bubble wrap for volume, giving the bags the right read at conversational distance without the weight. The largest hero bag was built around an inflatable core, allowing it to ship flat and inflate to full visual scale on site.

The hairdryer photo op

The salon-style hairdryer was the booth’s signature interactive moment, designed to draw attendees and their pets into a shareable photo. Because the booth had to work for a chihuahua and a labradoodle in the same hour, the hairdryer needed a height-adjustable frame that booth staff could operate quickly between takes.

The result was a working photo op rather than a decorative prop, which is how it generated the line, the social tags, and the conversations Maytag came to the show to start.

What this kind of build proves

Builds like this one come down to judgment about where to spend the money and where to fake it convincingly. Real architecture and tile would have eaten the budget and blown the timeline. Pure-fur hair bags would have been too heavy to ship and too bulky to move between cities. The decisions that made the Salondromat work weren’t about doing less. They were about knowing which details people actually remember.

For Maytag and prspktvMEDIA, that meant a booth that delivered a premium brand experience, travelled to a second city without rebuilding, and gave the Canadian Pet Expo a memorable corner of the floor.

Planning a similar build?

If you’re working on a trade show booth, retail install, or experiential build that needs to land as premium without the premium budget, we’re happy to talk through what’s possible and where the smart spends usually go.

Frequently asked questions

How can a trade show booth feel premium without a premium budget?

By choosing carefully where to spend and where to simulate. Real architectural detail (crown molding, laid tile, hardwood, lacquered finishes) usually breaks the budget and the timeline. The Maytag Salondromat booth achieved a high-end pet salon aesthetic by simulating the architecture: printed vinyl on aluminum composite for crown molding, SEG fabric for wainscoting, roll-up printed flooring for tile. The budget went to the moments people actually remembered, including the oversized hair bags and the height-adjustable salon hairdryer photo op. The judgment call is which details earn their cost.

Can a custom trade show booth ship to multiple cities without rebuilding?

Yes, if it’s engineered for travel from the start. The Maytag Salondromat booth was built for the Canadian Pet Expo and then a second city, which meant every component had to ship in a manageable footprint, set up fast, and survive a second handling without being remade. Achieving that meant flat-packing the walls as SEG fabric panels, rolling up the printed floor into a tube, and engineering the hero hair bag around an inflatable core that shipped flat and inflated on site.

What is SEG fabric and why is it used in trade show booths?

SEG fabric is silicone edge graphic fabric: a printed stretch fabric panel with a thin silicone bead sewn around its edge that locks into a recessed channel in an aluminum frame. It’s used in trade show booths because the graphics swap out easily, the panels ship flat, and the finished surface is tight, seamless, and dust-free. In the Maytag Salondromat booth, SEG fabric was printed to simulate wainscoting and upscale wall paneling, delivering the depth of a renovated room at a fraction of the weight.

How do you fake crown molding in a trade show booth?

With printed pressure-sensitive vinyl applied to aluminum composite. In the Maytag Salondromat build, this approach delivered the architectural detail of crown molding without the cost, weight, or fragility of the real thing. The vinyl carries the printed molding profile and shadow, and the rigid aluminum composite substrate gives the wall a clean, finished read from the aisle. It ships flat and survives transit.

Can printed flooring replace real tile in a trade show booth?

Yes, and for trade show and modular deployments it usually should. Laid tile is heavy, takes hours to install, and is hard to ship between cities. Roll-up printed flooring delivers the same visual story (in the Maytag Salondromat case, a custom tile and paw print pattern designed in-house), rolls into a tube for transport, and sets up in minutes. For shows with tight install windows or multi-city tours, printed flooring almost always wins on cost, install time, and reusability.

How do you build a 3D trade show prop that ships flat?

Engineer it around an inflatable core or collapsible armature, and use lightweight fill materials to add volume. The Maytag Salondromat’s hero pet hair bag had to read as a full sack of hair from across the aisle while shipping in a manageable footprint. The shōmi! solution was an inflatable membrane inside the bag plus a fill of real pet hair mixed with bubble wrap. The bubble wrap added volume without adding weight, and the inflatable core let the prop ship flat and reach full visual scale on site.

We’ve faked crown molding, shipped inflatable hair bags, and built a hairdryer for every size of dog. Whatever’s got you stuck, we’ve probably faked something weirder. Tell us about it.

Tell us where you're stuck

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Gen x: The Forgotten Generation

Shadi Desjardins — Mon, 06 Jul 2026 21:21:10 +0000

Gen X grew up as the original latchkey generation: letting themselves in after school, microwaving something questionable for dinner, and generally being trusted to handle it. Forty years later, retail is still leaving them to fend for themselves. The only difference is now they’re the ones with all the money.

We flagged this at the end of The Customer Is Always Right, But Which One?: Gen X drives an outsized share of retail spending while retailers spend their budgets chasing the generations on either side of them. Here’s the actual scale of what’s being missed.

Who they are, and why nobody studied them

Gen X was born between 1965 and 1980, putting the cohort at 45 to 60 years old right now, squarely in its highest-earning years. According to NielsenIQ’s “The X Factor” report, Gen X is set to lead global consumer spending through 2033, when the group’s collective spend is projected to surpass $20 trillion USD.

That scale exists partly because nobody bothered to compete for it. Retail strategists interviewed by Forbes point to a straightforward explanation: Gen X has always been the smaller cohort, sandwiched between Boomers who built the institutions and Millennials who took over the cultural conversation, which made it easy for marketing budgets to chase the louder neighbours instead. It’s less that Gen X is hard to reach and more that almost nobody tried.

The numbers retailers keep missing

A 2025 study from ICSC and the analytics firm Alexander Babbage, examining five years of transactions across 426 retailers and $5 trillion in total retail spending, found Gen X has the highest revenue per shopper of any generation in nearly every major category: apparel, home furnishings, fitness, restaurants. They’re 19% of the US population and responsible for 31% of all in-store and online retail spending.

Per shopper, the gap is stark. A December 2025 analysis in GlobeSt put Gen X’s average spend at $1,683 per transaction, compared to $1,630 for Millennials and $647 for Gen Z. And that’s current spending, before accounting for the $42 trillion in household wealth Gen X already controls, or the roughly $1.4 trillion a year in inherited assets Forbes projects the generation will receive over the next decade.

They’re on social media. Nobody’s talking to them there.

Here’s the part that should actually sting: 92% of Gen X uses social media daily, according to eMarketer, essentially the same rate as the generations marketers are obsessed with. Only 5% of influencer marketing spend is aimed at them. That’s not a rounding error, that’s ignoring your highest-tipping regular because he didn’t post a story about the appetizer.

The beauty industry is quietly figuring this out ahead of everyone else. CNBC reported in April 2026 that Gen X households now account for 44% of all dollars spent on beauty, according to market research firm Circana, with skincare as the top category, and that the group’s spending power runs nearly 25% above the national average. What they’re buying into isn’t newness or influencer hype. It’s proven results, ingredient transparency, and a client experience that feels less like a TikTok unboxing and more like a department store counter with someone behind it who actually knows the product.

What this means for a physical environment

Gen X isn’t avoiding stores. 77% prefer shopping in physical locations, and 68% use a mobile app while they’re there, comfortable with technology as long as it’s doing something useful instead of putting on a show.

That’s a fairly specific design brief, and it sits at nearly the opposite end of the spectrum from what we said about Millennials and Gen Z: environments built around visual moments worth photographing. Gen X isn’t there to create content. They’re there to get something done well, and it breaks down into a few concrete choices.

Lighting that does a job, not a performance. Motion-triggered lightboxes and pulsing LED accents are built to catch a scrolling teenager’s eye for half a second. On a shopper who’s already decided what aisle they’re in, the same effect reads as gimmicky rather than premium. Steady, well-calibrated lighting that makes the product and the price legible does more selling here than anything animated.

A soundtrack somebody actually picked. We promised a proper look at this back in the Millennial/Gen Z piece, where a quick callout noted Gen X is the generation most likely to be driven out by a bad playlist. The research holds up: a 1966 study in the Journal of Applied Psychology found loud, upbeat music sends shoppers out the door faster, and a 1982 Journal of Marketing study found slower background music produced a 32% increase in sales. If nobody on the floor has deliberately chosen what’s playing, that’s still a choice, just usually the wrong one.

Materials that age the way they’re supposed to. A finish that looks intentionally distressed on day one usually looks accidentally distressed by month three, and this shopper notices the difference immediately, because they’ve owned enough furniture, tools, and vehicles to know what real wear looks like. Powder-coated steel, properly tensioned SEG fabric, and hardware that doesn’t rattle read as quality precisely because none of it needs an explanation.

Wayfinding that doesn’t require a phone. Clear signage, logical product groupings, and fixtures placed where they’re actually needed beat a QR code and an app download every time. Gen X will use the tech if it’s genuinely useful, that’s what the 68% mobile app number is saying, but they won’t tolerate friction dressed up as innovation.

None of that is expensive to get right. It’s mostly a matter of prioritizing legibility and durability over novelty at the spec stage, which is a design decision, not a budget one.

Boomers are still the biggest wildcard in this series, controlling more wealth than anyone and getting talked about the least accurately. That’s probably where this goes next.

Sources
ICSC / Alexander Babbage (Oct 2025) • Forbes (Oct 2025) • eMarketer (Nov 2025) • NielsenIQ, "The X Factor" (Jul 2025) • GlobeSt (Dec 2025) • CNBC (Apr 2026)

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