Here's how I turned Groceryshop's theme, an unexpected celebration of ordinary objects, into a mainstage that hosted the industry's biggest keynotes in grocery and CPG.
Discover
Before a single line gets drawn, I map who's going to be in the room and the visual language of the show's brand and theme.
The brief
The Mainstage has to work at every scale, commanding attention across the hall while rewarding those in the front row. My goal was to create a landmark that's just as memorable in person as it is in photos and on social media. #groceryshop2025!
The reference world
Milk crates became the foundation of the stage concept. Turned on their sides and stacked vertically, they transform into display cases that showcase their contents. The actual stage would contain LED screens that feature unique tailored visuals for every keynote speaker, product, and brand that took the stage.
Define
Where the strongest ideas create a clear visual language.
The concept backdrop
Depending on the idea, I move fluidly between paper sketches, Figma, and quick Blender mockups, using each where it works best. The goal is to explore broadly, uncover unexpected ideas, and refine the strongest concepts.
3D sketch
Once the strongest concepts emerged on paper, I moved into Blender to continue sketching in 3D. This allows me to quickly explore form, proportion, and composition while building on the ideas that emerged on paper.
Develop
Testing, refining, and resolving every design decision. Balancing creative vision with real-world fabrication.
Massing in 3D
With the overall concept established, the focus shifted to refinement. I explored the placement of the LED screens, adjusted the depth and rhythm of the crate structures, and developed the central Groceryshop logo into a clear focal point.
Technical drawing
Once the design was finalized, the Blender model became the foundation for production. It was handed off to our fabrication partner, who used it to create technical drawings, engineer the structure, estimate materials, and develop labor and cost proposals.
Deliver
Bring the vision to life by guiding the design from production through installation, ensuring every detail is realized as intended.
Construction
This is my favorite part and where months of design work become tangible! Watching an empty hall transform into a space thousands of people will experience is always the most rewarding part of the project.
Showtime
The final design was built to change with the event. Every keynote featured custom LED animations that reflected the speaker's brand, company, or message, while the floating Groceryshop logo remained a constant centerpiece that tied the experience together.
From concept to experience
Groceryshop, annually.