Future Stores Seattle 2019

June 04 - 07, 2019

The Sheraton Seattle

Day 3: Retail Disruptors & Experiences Of The Future

Friday, June 7, 2019

What will the store of the future really look like? Who is disrupting retail and what can you learn from them? Which technologies will be the hottest? Walk away with ideas for reinventing retail for tomorrow's customer.

7:40 am - 8:05 am Networking & Breakfast


Kristin Schoenstein

Portfolio Director
Future Stores

8:10 am - 8:25 am Chairperson’s Opening Remarks

8:25 am - 8:45 am Keynote: Retail Transformation At VF Corporation

Steve Zades - VP, Global Transformational Innovation, VF Corporation
Learn the latest in-store innovations from VF Corporation in this headlining keynote session.

Steve Zades

VP, Global Transformational Innovation
VF Corporation

8:45 am - 9:10 am C-Level Chat: Leveraging Physical Retail to Drive Product Innovation with Iris Nova

Zak Normandin - Founder & CEO, Iris Nova (Dirty Lemon, The Drug Store)
Join Zak Normandin, Founder & CEO of Iris Nova, the parent company of DIRTY LEMON and The Drug Store, a conceptual retail experience used to test new beverage concepts before they’re produced on a national scale. The Drug Store is reimagining the modern cocktail bar, providing customers with unique experiences while receiving direct feedback to launch new products nationally to market. The Drug Store utilizes Iris Nova’s unique conversational commerce model where orders are placed and processed solely by text message to provide a frictionless user experience. Learn why Normandin decided to expand into hospitality by creating a retail-first brand to compliment his first, digitally-native, brand. 

• The importance of pairing product with experience 
• Communicating directly with customers online and offline to drive product innovation
• Opening a cashierless retail store in NYC based on the honor system to build customer loyalty
• Building a vertically integrated store


Zak Normandin

Founder & CEO
Iris Nova (Dirty Lemon, The Drug Store)

9:10 am - 9:40 am Keynote Panel: Beauty, Function, Efficiency, Comfort—What Does Your Store Design Checklist Look Like?

Cameron Teedon - VP, Visual Merchandising, Indigo
Stores are not just homes for walls of products stacked high, they are the gateway to your brand, a place for community engagement and for fun and new experiences. How are retailers responding to changing customer behaviors and technology advancements with their store designs? Panelists will walk you through ideas for: 

• Creating a customer environment that is fun, comfortable, premium and yet cost efficient
• Designing for behind the scenes as well to create efficient and functional spaces for associates and products
• Weaving authenticity and heart into the retail environment 
• What’s in and what’s out from a store design standpoint
• What they are zeroing in on in 2019 and beyond


Cameron Teedon

VP, Visual Merchandising

9:40 am - 10:10 am Morning Refuel & Networking Break

8:05 am - 10:10 am Store Tour G Rapha Clubhouse Seattle

Seattle is a paradise of geographic, cultural, and culinary variety. Located at 301 E. Pine St, Rapha is a London based bike shop promoting cycling culture. Come tour their clubhouse café, retail shop and live event space.

Host: Brandon Camarda,Store Manager, Rapha Seattle

10:10 am - 10:35 am Keynote: Shifting From Tech Driven Innovation to Narrative Driven Innovation

Josh Shabtai - Director, Lab Productions, Lowe’s Innovation Labs, Lowe’s Companies Inc.
Through story, we are able to make sense of how disruptive technologies can improve the lives of Lowe's customers and employees. We use narrative-driven innovation as a tool to help us find disruptive opportunity, imagine the possibilities it brings, and share our vision of the future with others. This process enables us to disregard current barriers, inspire ourselves and others, and make sense of what the future can hold. Discuss:

• How to think about innovation from a human behavior standpoint instead of from a purely tech perspective
• Ideas for crafting future customer narratives that are addressing a customer or employee pain point or need
• Identifying from a macro economic standpoint and tech standpoint how you might address said problem or need without being disruptive


Josh Shabtai

Director, Lab Productions, Lowe’s Innovation Labs
Lowe’s Companies Inc.

10:35 am - 10:50 am Fireside Chat: The Store Of The Future Isn’t A Store

Lindsay Meyer - CEO, Batch
The traditional store model has changed over the last several years to introduce retail concepts that focus less on sales and more on immersive and experiential environments. To keep up with the trend, brands big and small are banking on creating instantaneous, highly-discoverable shopping environments that mirror similar experiences shoppers would have scrolling on their Instagram feed. In this presentation, we discuss the idea of contextual commerce and the results we’ve seen with Batch by using continuous thematic installations alongside residential shopping showcases.
Learning objectives:

• Understanding and defining today’s consumer shopping behavior 
• How distributed shopping will change the world
• Creative ideas companies can execute to help introduce their brand in non-traditional spaces


Lindsay Meyer


10:50 am - 11:15 am The Future Stores Tech Tank: Predicting The Next Big Thing In Retail

Joanna O’Sullivan - Founder, Q-Zero|StyleRepublica Samantha C. Smith - Founder & CEO, Vishion
You want to know what’s next on the horizon? Our live demo competition showcases the latest and
greatest new in store tech. 4 startups will pitch their tech live in front of the Future Stores audience, you
then decide by voting on the app which tech category could be the most influential and impactful for your business.


Joanna O’Sullivan



Samantha C. Smith

Founder & CEO

11:15 am - 11:35 am Fireside Chat: Telling Your Brand Story through Physical Space

Bobby Farahi - CEO, Dolls Kill
Your store is both a destination that draws your biggest fans and a channel of discovery for those who don't know you, but should. Stores provide an opportunity to create a real world manifestation of your brand, tell your story in a physical, visceral way and build a lasting emotional connection with your community. In this session, CEO Bobby Farahi will talk about how Dolls Kill translates its distinctly bold, IDGAF attitude into a profitable brick and mortar destination. Get inspired about how to:

• Ensure through elements of sounds, light and design that your brand is translated in the store environment
• Create obsession-worthy brand moments via in-store experiences that build brand affinity and community
• Extend your physical presence into the online world (and vice versa) through social media and organic content


Bobby Farahi

Dolls Kill

11:35 am - 12:00 pm Buzzword Bingo! Panel: Trends Shaping The Future Of Retail

Duncan Blair - Director, Marketing, Article
Executives give their quick thoughts, raw feelings (hates and loves!) on an industry buzzword that the moderator throws out at them.

Duncan Blair

Director, Marketing

10:50 am - 12:00 pm Store Tour H UNTUCKit

Brent Paulsen - Managing Director, Head of Retail, UNTUCKit
Join a guided tour of New York-based chain, UNTUCKit’s brand new Seattle location.  See how this digital first retailer approaches the in-store experience from design elements to in-store technology.

Host: Brent Paulsen, Managing Director, Head of Retail, UNTUCKit


Brent Paulsen

Managing Director, Head of Retail

12:00 pm - 12:30 pm Grab and Go Lunch

Grab a tasty lunch and head to the registration area to get ready for the final store tours of the conference. 

12:30 pm - 2:30 pm Store Tour I Starbucks Reserve Roastery

Tour the beautiful Starbucks Reserve location and discuss history, concept and design of the building, roasting plant operations, Roastery Café operations. Plus, check out their new Italian bakery concept, Princi and enjoy a coffee and pastry pairing.

Host: Maxime Clabaut, Event Specialist, Starbucks Reserve Roastery

12:30 pm - 2:30 pm Store Tour J Filson

Get a guided tour of Filson’s gorgeous 6,000 square foot store and their factory where they develop, sample, cut and sew their goods.

Host: Colin Camacho, Assistant Store Manager, Filson

2:30 pm - 2:30 pm Conclusion of Future Stores Seattle 2019, See you next year!