Client

Google

Role

Creative Lead

Objective

At NRF 2026, nearly 40,000 people from over 5000 brands come together to experience an expo featuring 1,000+ exhibitors, 170+ educational sessions, and network programs.

The agentic AI tools Google launched at NRF 2026 represent a shift from "chatbots that answer" to "agents that act." This initiative, described as a "shock and awe" campaign for the retail industry, focused on bridging the gap between discovery and transaction.

My team was tasked with creating a bespoke experience that would set 2026 apart from previous years’ attendance, and to meet the following event goals:

Source demand & pipeline amongst customers and prospects
- Metric: volume of scans and pre-scheduled meetings
Differentiate Google’s value proposition in the market
- Metric: volume of build station completions and degree of learning via post-event survey
Generate engagement with influencers, analysts, and media in and around the booth
- Metric: online sentiment and volume of media impressions.

Successes

NRF 2026 reached a historic high of 42,000 attendees, with Google as a primary focus of media coverage due to its major AI announcements
Observers noted the Google booth was "jammed with people" and a "whirlwind" of activity, featuring continuous demos of AI-centric retail tools and drone delivery expansions
Google's presence at NRF 2026 was widely regarded as a watershed moment for the industry, specifically for transitioning AI from a "hype" phase into a functional infrastructure layer for global commerce
Successful Implementation with Key Partners: The success was demonstrated through live applications from global brands. Papa Johns presented the first large-scale deployment of the agentic food ordering platform. Walmart integrated its entire shopping experience into the Gemini app
High Engagement: The Google booth was consistently busy, with attendees viewing live demonstrations of Gemini agents managing tasks such as budgeting and shopping for a party within a single chat
High volume of scans and client prospect meetings surpassed goals and objectives
Built strong client trust in in-house capabilities to oversee and manage all communications with show management, communication, and design collaboration

*Note: Some information represented was aggregated by Gemini AI and validated through client interaction

Client Feedback

“Now that the dust has finally settled and we’ve had a couple of weeks to recover, I wanted to send a huge thank you to everyone for making NRF 2026 our best “BIG” show yet. It is hard to believe this is our third year working together, but the partnership continues to reach new heights.

This was arguably our most ambitious undertaking to date—not just in footprint, but in sheer complexity and star power. You helped us navigate a massive lift, executing seamlessly across everything from accommodating 35 executives and 300+ meetings, to planning an executive reception, to the operational precision of an 80x40 booth with 13 complex demos. You took a complicated narrative around “Agentic Commerce” and helped us turn it into a grounded, physical reality.”

— Stakeholder Feedback