Visual Merchandising and Display for National Bridal Market Chicago

For the seventh consecutive year, my team and I were invited to create custom displays for the National Bridal Market Chicago. This event is held biannually at the historic Merchandise Mart, located along the Chicago River. Months of planning precede the event, as we work closely with our creative partners to design and plan each display element featured on the show floor.

The event features a contemporary open-booth design that spans almost two city blocks. NBMC presents an expanding array of both international and domestic designers across all categories, including Bridal Gowns, Bridesmaids, Curvy Collection, Intimate Apparel, Flower Girls, Jewelry and Accessories, Men's Formalwear, Prom, and Quinceañera.

It's crucial to provide something fresh and unique every season, maintaining high levels of engagement and excitement for both exhibitors and buyers. That's where we step in.

Our creative process focuses on crafting and implementing displays that leave a lasting impression and create engaging and shareable moments. This photo backdrop highlights an organic blend of flowing branches, vibrant berries, and pomegranates emerging from a simple round vase. The ethereal ambiance provided a stunning backdrop for modeling gowns and group photos for buyers and their teams.

The Center Pass-through is where everyone gathers for photos and beverages. This is what I call the heartbeat of the space, and what most attendees see as they arrive on the 7th floor...

We crafted an installation featuring a copper panel hanging from the ceiling, beautifully decorated with hand-selected floral and natural elements, and completed with delicate hanging birds. Positioned against a dramatic charcoal wall graphic, this display functioned as both a mesmerizing art installation and a charming location for gatherings and photography. A big thank you to the engineers we collaborated closely with for their role in the execution.

The NBMC team selects the finest bridal gowns and formalwear for an editorial display along the main corridor, offering an excellent marketing opportunity for both domestic and international brands. We created a display where the mannequins rise from different layers of grass, moss, and other green textures at varying heights, giving each mannequin a special moment to shine.

We must remember the DRAMA involved in working with quinceañera gowns, which poses a real challenge for any visual merchandiser or display artist attempting to dress a mannequin or dress form. These designers were excited about their showcase and branding opportunity, as the gowns were displayed amidst fresh greenery and set against a dramatic graphic spanning over 20 feet.

At the main entrance of the Merchandise Mart on Level 1, we arranged a mannequin display featuring branded signage, live plants, and lighting, allowing the gowns to stand out.

Quinceañera gowns in a dramatic lobby display at the Merchandise Mart, inviting guests to the National Bridal Market Chicago. Mannequin displays by Amanda Wolfson and team.

MORILEE & VENI INFANTINO

It's an incredible honor to collaborate with one of the nation's leading bridal gown designers, Morilee New York, alongside our creative partners at

Jollybrowne, to incorporate 3-dimensional floral elements, both fresh and artificial, into their booth design. I feel fortunate to work with such talented artists like Lauren Brescia, Natalie Jodwalis, Ashlee Fair, and Rachel Haller, who helped bring this stunning design to life with their unique backgrounds and skills.

A sister brand of Morilee, Veni Infantino, had a booth situated just down the aisle. This smaller showroom featured a runway that was perfect for hanging lanterns, pillar candles, and baby's breath accents. Often, the meticulous detail in a booth's floral design can truly make a significant impact.

ELISSAR

In partnership with Jollybrowne, a creative marketing agency known for crafting stunning booths for brands at the Merchandise Mart, we created a custom hanging floral installation for the renowned designer Elissar. For the second consecutive season, Elissar sought our display and installation expertise to elevate their booth. Collaborating with Jollybrowne, we developed a floral canopy along with various accent elements to cultivate a softer atmosphere ideal for live modeling and social media interaction.

Video courtesy of Elissar Bridal

MY TEAM

I wouldn't be able to achieve the goals set by my clients without the support and collaboration of my display colleagues, engineers, and the staff at the Merchandise Mart. Thanks to them, I can create unique artworks that keep the National Bridal Market at the forefront of tradeshow marketing. ❤️

To learn more about the visual merchandising and display services I provide, please visit my website or call me at 312-375-0354!

Don't forget to follow along as we plan and execute three upcoming shows at the Merchandise Mart, Chicago Collective Men's + Women's, and, of course, the National Bridal Market Chicago, all taking place this August.

Cheers,

Amanda