Reed and Life Instyle aim to educate and inspire at Sydney fairs
When Life Instyle and Reed Gift Fairs open in Sydney later this week, they will collectively showcase a line-up of over 760 exhibitors and hold a range of events for retailers.
Focusing on visual merchandising, Life Instyle—which will run from February 19 to 22 at the Royal Hall of Industries and Horden Pavillion—has teamed up with leading retailers including West Elm, Little Paper Lane, Pottery Barn and The Minimalist to transform its popular Style Lab.
Each morning a different retailer will reveal a shop front window display, with the aim of inspiring and motivating Australian retailers to think outside the box when it comes to branding and consumer perception.
“Style Lab allows us to bring concepts and trends to life using products from the many amazing exhibitors in a visually spectacular setting,” explains exhibition director Louisa Theobald. “It gives retailers the opportunity to see different ways of being able to style a retail shop front and how increasingly important it is to stand out from the crowd and push the creative boundaries.”
The Reed fair—held at the Sydney Exhibition Centre, Glebe Island from February 20 to 24—is also focusing on educating visitors with its Retail Hub, which will arm guests with information on visual merchandising trends and the best social media practices for their businesses.
Experts offering advice at the Retail Hub include Scottish lifestyle gurus and ‘international glamazons’ Colin and Justin, who will share their extensive interior design knowledge with visitors. Joining them will be other well-known professionals including Nancy Georges, The Retail Miss Fix-It; retail guru Debra Templar; founder of homewares and décor PR site Press Loft, Fiona Michelon; and Better Homes and Gardens’ Tara Dennis.
With all the extras on offer, it’s no surprise that director Stephen Steenson is optimistic about the Sydney Reed Gift Fair. “As the trusted home of retail, we will continue to bring together the right buyers and the right exhibitors to create the right place to do business—all with the backdrop of Australia’s most beautiful harbour,” he says.