VM Challenge is a one-of-a-kind Window Display Contest for the Visual Merchandising community. Widely regarded as one of the biggest crowd-pullers and the talk of the town among India's visual merchandising fraternity, the event takes place on the afternoon of the first day of In-Store Asia.

The 2026 edition featured the engaging theme "Little Worlds, Big Imaginations." Merchandise and props were provided by Mr. Pawan Nagarwal, while mannequins were provided by Jambudweep Impex.

Only Conference Delegates can participate in the VM Challenge.

Highlights:

• Top visual merchandisers compete under their respective Team Leaders.
• Team Leaders are pre-selected by the In-Store Asia Committee, while participants can register themselves for the competition.
• The theme and design brief are disclosed on the spot, while designated window spaces, props, mannequins, and other materials are provided by the organizers.
• The competition is generally contested by 6 teams, with 60 minutes allotted for the complete execution of the display.
• Judging is conducted by a special Jury comprising distinguished experts from the design fraternity in India and abroad.

Rules:

• Eligibility Only registered Convention Delegates of In-Store Asia are eligible to participate in the VM Challenge.
• Participants Professionals practicing as Visual Merchandisers or Retail Designers in the capacity of consultants or employees of retailers or brands in India.
• Team Formation 6 teams comprising 6 members each (1 Team Leader + 5 Team Members).
• Team members will be selected on a first-come, first-served basis.
• Not more than 2 members from the same company can be part of a team. However, this may be modified at the discretion of the management prior to the event.
• Resources The window display cage with lighting, along with all materials and implements, will be supplied by the organizers at the venue for each team.
• Design Brief The design brief will be revealed immediately before the commencement of the competition by the event anchor.
• The Task To conceptualize, plan, and install a window display based on the given brief within 60 minutes.
• Judging Judging will be conducted by a special Jury comprising experts from the design fraternity, appointed by the Managing Committee of In-Store Asia. Fast ideation and skilful execution are key prerequisites for success.

Note: The concept, theme, format, and other aspects of the competition may be modified by the Managing Committee at its discretion.