Lane Cove Local Kurt Sherer – The Visual Merchandiser

In the Cove likes to feature Lane Cove locals who have exciting and unique jobs.

We want to introduce you to Lane Cove Local Kurt Sherer – Head Visual Merchandising Manager and Instore Events at David Jones Sydney Flagship Store.

If you’ve ever viewed the beautiful Christmas Windows at David Jones or visited the David Jones Spring Flower Show, you will have seen some of Kurt’s work.

A visual merchandiser oversees product displays installed in windows and in-store installations. It’s their job to design the store’s exterior and interior displays to showcase products with the desired style and look that captivates consumers. An excellent visual merchandiser ensures the displays are intriguing, exciting and on brand.

We asked Kurt to tell us a little bit about his work.

How Long Have You Worked at David Jones As a Visual Merchandiser?

I’ve been working at David Jones for nine years now; the time has flown by!

What’s Been Your Favourite Installation?

There are too many moments over the years to pick one favourite.

The traditional David Jones Christmas windows and the Annual Spring Flower Show are the two most significant events of the year, that’s for sure.

These two events are the most challenging and the most rewarding too.

A large team brings to life The Spring Flower Show each year. The David Jones Annual Flower Show is a celebration of all things bright and beautiful, and historically our Flower Show marks the beginning of Spring for many Sydneysiders.

To give you an idea of how big the show is, in 2018, the show comprised over 300,000 fresh flowers, 4,000 work hours and 15 experienced florists and horticulturalists led by George Low of SEED Flora by George Low. The visual merchandise team works with the florists and horticulturists.

The annual Spring Flower Show is the largest public event for David Jones and attracts over 500,000 people annually.

We’re excited to bring it back this year after COVID impacted last year’s show.

Expect to experience the colour, fragrance and joy of a favourite season when you step through the doors of our Flagship store.

To remind you how beautiful the store looks, check out the 2017 Spring Flower Show below:


How Long Have You Lived in Lane Cove?

I’ve lived in Lane Cove for over eight years and love the neighbourhood. The Canopy has brought so much more life to Lane Cove, and the commute into the CBD is quick and easy.

What are Your Favourite Things To Do In Lane Cove?

A few things you’ll see me doing are coffee in the morning before work, and sometimes on the weekend and then catching up with family and friends for Lunch and Dinner over the weekend.

When the markets are on, we’ll always spend some time seeing if there are new and exciting market stalls.

What’s Your Favourite Lane Cove Coffee Shop?

Defiantly Birdwood – the team there is always so friendly, great space and excellent coffee!

Thank you, Kurt for telling us about your fabulous job; you can follow Kurt on Instagram @thevisualmerchandiser

photo @terencekentow

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