Visual Merchandising Agency: Displays & Retail Design
Backlash is unique in the fact that we design and create all our clients' visual merchandising in-house. As a dedicated visual merchandising agency, we specialise in helping both global and independent brands turn their retail environments into memorable experiences.
Elevating the Product through Strategic Design
At its core, retail visual merchandising is the art of highlighting what makes your product special. It is about creating designs that guide the customer’s eye exactly where you want it to go. This is particularly crucial during high-stakes moments like new product launches or seasonal events like Christmas and Summer campaigns, where the retail landscape is crowded, and competition for attention is fierce.
We don't believe in "one size fits all." A brand’s needs might range from small, high-impact Counter Top Units (CTU) to a full-scale window takeover at a major department store. Our job is to ensure that, regardless of the footprint, the creative quality remains outstanding.
Our Visual Merchandising Services
We provide a comprehensive suite of services designed to cover every touchpoint of the customer journey:
Window Schemes
Your window is the opening chapter of the in-store experience. We design visual displays that are easy to understand and hard to ignore, giving shoppers an immediate sense of what your brand is all about.
POS & CTU’s
Even the smallest Point of Sale or Counter Top Units can grab your customers’ attention. We design bespoke units that elevate the product and drive impulse engagement through superior 3D design.
Shop in Shop
We create "brand worlds" within retailers like Boots, Sephora, or Smyths. These spaces feel distinct from the surrounding aisles, pulling customers in.
Toolkits
For brands planning a wider launch, we develop comprehensive VM toolkits. These act as the blueprint for how your brand should look across different retail formats, ensuring consistency whether the display is in London or New York.
Kit Roll Outs
Beyond the design, we manage the physical rollout of kits. We ensure that every piece of visual merchandising and display is produced, delivered, and installed to the highest specification.
How We Work: A Collaborative, 1-2-1 Approach
We pride ourselves on being an honest and friendly London brand activation agency that works alongside you as an extension of your own team.
Our process is entirely in-house, ensuring that the creative vision we pitch is exactly what gets installed. Our services include:
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1. Disruptive Concept & Campaign Creation
We start with a creative-first mindset to build marketing concepts that break through the noise.
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2. Production & Material Sourcing
We source high-quality materials and work with trusted production partners to bring 3D designs to life. Working to the retailers guidelines and specifications.
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3. Sustainability
We use the Popai Sustain tool to measure the carbon produced by certain materials. This allows us to offer honest advice on how to make your visual merchandising displays more eco-friendly without compromising on the look.
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4. Project Management
We handle everything—from budget negotiations and H&S/RAMS management to the final installation and de-rig.
Got a design challenge for us?
We love turning a complex brief into a one-of-a-kind physical reality. If you’re looking for a partner to help you visualise, design, and install your next display, let’s have a coffee and talk through your ideas.
We don't just talk about disruption; we deliver it. Our work is measured by engagement, smiles, and, of course, brand loyalty. Here are a few examples of how we have performed:
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Maker's Mark - Star Hill Farm at Selfridges
For this high-profile launch, we created a six-week activation that included a high-impact window display at Selfridges London. The visibility was so effective that the brand saw two complete product sell-outs during the campaign.
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&Other Stories Christmas Wrapping Service
To add “elf” value during the busy holiday season, we ran a 10-day activation that felt personal and a real treat. We wrapped over 550 presents, served 1,200 branded coffees, and saw 30% of all shoppers engage with our interactive ‘Ring the Bell’ feature.
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Fenty Beauty - Golden Hour at Selfridges
Live for 14 days across London and Manchester (Trafford Centre), this activation focused on retail visual merchandising that encouraged interaction. Over 1,600 people were shade matched, with an incredible 80% drive to sales.
Our dedication to market-leading creativity has earned us recognition across the industry:
Brand Experience Awards: Gold Winner for Most Immersive Event (Beauty Pie).
VM Display Awards: Best Pop-Up (Marc Jacobs).
FMBE Awards: Most Effective Stand / Display Unit.
We use Popai Sustain to measure the carbon footprint of the materials we choose during the design phase. We provide you with the data needed to make informed, eco-conscious decisions without compromising on the high-spec aesthetic of your activation.
Why Choose Backlash?
Clients come to us because they want a visual merchandising agency that understands trends while prioritising their brand’s unique story. We are particularly sought after in the beauty, fragrance and FMCG sectors, where the tactile feel and visual "wow-factor" are essential for a successful launch.
We keep things simple. We provide the 3D designs you need to win internal buy-in, the budget transparency you need to stay on track, and the onsite staffing and management to ensure the live days run perfectly. Our goal is to make the process of visual merchandising and display feel effortless for you.
From a creative spark to a show-stopping display. Whether you need a bespoke one-off installation or a nationwide toolkit rollout, we’d love to help you build it. Reach out for a friendly, no-pressure chat about how we can bring your visual concepts to life.
Our other services
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![Palmer's Vanilla Diner, Experiential Marketing]()
Experiential Marketing
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![Blank Street Post Room, Pop-up Shop]()
Pop-up Shops
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![Vieve Skin Nova Roadshow in Covent Garden]()
Roadshows
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![YSL Beauty, loveshine Retail Activation in Boots]()
Retail Activations
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We develop detailed "Toolkits" that serve as a visual and technical guide. These documents ensure that whether a display is being installed by our team or a third party, the brand standards remain consistent across every format and location.
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For iconic locations like Selfridges or major shopping centres like Westfield, we generally recommend a lead time of 3 to 6 months. These prime spaces are in high demand and often require lengthy approval processes for designs and RAMS. However, for smaller-scale installations or if you have a more flexible location in mind, we can often move faster. The earlier we start, the more leverage we have during budget negotiations and the better the chance of securing your first-choice dates.
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For longer activations - like a 30-day residency - we prioritise materials that are both durable and right for your design. We also provide "maintenance guides" for on-site staff and, where needed, can schedule "refresh" visits to ensure that high-traffic areas, such as sampling stations or tester units, stay in pristine condition from day one until the final de-rig.
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Absolutely. We provide full onsite staffing, including training and management. We ensure that the people representing your brand are just as polished and knowledgeable as the display itself.
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We are very transparent with costs. We often run multiple cost scenarios based on different materials and scales, allowing you to choose the concept that best fits your budget while still delivering a high-spec result.
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Absolutely. We specialise in creating "Toolkits" that allow a premium creative concept to be scaled down without losing its impact. Whether you are moving from a full window takeover in Selfridges to a small Counter Top Unit (CTU) in a boutique, we design modular elements that ensure your brand looks consistent and high-spec, regardless of the footprint.