VM Day observed across India as a Community-led retail initiative

Initiated by Pencilbox Design, VM Day was conceived as a community-led initiative to acknowledge Visual Merchandising as a discipline of communication on January 11th, which coincides with the birth anniversary of Sir Martin M Pegler, a VM.  

The Indian retail and retail design fraternity recently observed the first-ever Visual Merchandising Day on January 11, 2025, a milestone moment for one of the most niche yet impactful design discipline that continues to shape offline retail experiences in the country.

With over 200 VM professionals participating, the day was celebrated across multiple cities including Mumbai, Delhi, Bengaluru, Chennai, Jaipur, Trichy, Bhubaneswar, Guwahati, Belgaum and others. The celebration had the community getting together in each city for simple chai conversations, store huddles, gratitude sessions, music and fashion showcases, to team interactions—reflecting the inclusive and decentralised nature of the initiative.

Initiated by Pencilbox Design, VM Day was conceived as a community-led initiative to acknowledge Visual Merchandising as a discipline of communication, experience, and behaviour design, and to honour the professionals and ecosystem partners who contribute to retail success—often behind the scenes.

This special day, observed on January 11th, coincides with the birth anniversary of Sir Martin M Pegler, a pioneer who shaped Visual Merchandising as a strategic discipline rather than mere decoration. VM Day honours his philosophy and keeps it relevant for today’s retail world.

Long operating behind the scenes, visual merchandisers have acted as storytellers of brands and influenced how consumers engage with physical stores through window displays, spatial narratives, product placement and sensory cues that turn shopping into an experience.

The introduction of Visual Merchandising Day in India signals a growing maturity in the retail and design ecosystem, acknowledging the craft, strategy and skill involved in creating compelling in-store narratives, while strengthening the community itself.