Spring Fair returns to the NEC in Birmingham from February 1 to February 4, unveiling an inspiring new creative direction themed ‘Retail Alchemists – Masters of the Mix’.
Marking a bold new era for the event, this campaign celebrates the Masters of the Mix: the retailers who curate the unexpected, the suppliers who spark what’s next, and the visionaries who turn stock into stories and shops into stages. These are the true alchemists of retail – blending inspiration with innovation to transform the everyday into the extraordinary.
Jackson Szabo, portfolio director at show organiser Hyve Group, commented: “Spring Fair 2026 marks a new chapter for the show. Retail Alchemists captures what happens when creativity, community, and commerce converge. We’re creating an environment where discovery and connection are as important as the products themselves. By bringing together the right ingredients – product, design, storytelling, and technology – Spring Fair 2026 becomes the alchemy that forges meaningful connections, unlocks opportunity, and inspires transformation.
“Visitors should feel like they’re stepping into a living marketplace where ideas, people, and products mix. It’s immersive without being overwhelming, beautiful without being superficial, and always aligned with the purpose of driving retail forward.”
Hyve Group said that across the show, visitors will experience the Retail Alchemists theme through a series of beautifully curated spaces designed to engage all five senses, and visionary new content areas that reimagine what trade shows can be. Each destination will become a modern apothecary of ideas – where people, products, and stories combine to create something truly extraordinary.
