What’s the future of the retail industry? Everything about it is changing and changing fast. AmericanHort will unveil “SHIFT: An AmericanHort Initiative” in the Cultivate ’15 Retail District during the all-industry horticulture-floriculture expo and convention July 11-14 in Columbus, OH. At SHIFT Live, attendees can walk through an explanation of industry research and interact with the researchers themselves, according to a news release.

Research will come to life with insights and recommendations to take, modify and apply to any business. Attendees will be put into the shoes of consumers and walked through a store layout based on SHIFT recommendations, giving them the opportunity to understand and discuss this pioneering research initiative.

Cultivate serves all segments of the floral industry from production and retail to suppliers. In addition to the Retail District, there will dedicated areas to new varieties, new products and new technologies, along with four days of educational sessions led by industry experts and a floral design contest.

The floral design contest involves three different categories and artists may enter one, two or all three categories. Category One is “March Madness” where you create an interactive floral design that represents your interpretation of basketball; Category Two is “Thanksgiving” and you’re expected to incorporate the Pantone Color of the Year (Marsala) and locally grown flowers from your area to create a Thanksgiving table setting; and Category Three is “What’s Fun to You?” which is the designer’s choice and the secret ingredients are succulents and calla lilies.

Professional florists judge the designs and the five contestants with the most cumulative points continue on to the Florist Design-Off for the title of AmericanHort Designer of the Year. Cash prizes will be awarded in addition to The People’s Choice Award (the favorite design chosen by Cultivate attendees), who will receive complimentary registration for Cultivate ’16. The Designer of the Year will represent AmericanHort at the National Alliance of Floral Associations’ Designer of the Year Contest Oct. 3-5 in San Antonio, TX, (travel/hotel accommodations provided by AmericanHort).

According to Aubrey Ballinger, learning resource specialist at AmericanHort, Cultivate ’15 is the industry’s post-season pep rally. “Because Cultivate ’15 is unique in its attendees — representing every facet of the industry — and sheer size of the event, we like to keep it on the cutting-edge of what it means to have an all-industry, educational, networking and business experience,” Ballinger said in a news release.