Retail is about much more than what customers see in a shop or experience online. Behind every purchase is a world of people, technology, logistics, creativity and innovation.

With the Comeos Awards, the Belgian federation for commerce and services wanted to bring that world into the spotlight and celebrate the people and ideas moving the sector forward.

The 2026 edition introduced a renewed award format, bringing together established retailers, promising start-ups and the next generation of retail talent.

Alongside the award ceremony, the Innovation Talks explored some of the biggest developments shaping the industry, from cybersecurity and artificial intelligence to changing payment habits.

CityCubes developed the creative concept and theme Behind the Magic of Retail, translating it into one coherent visual experience across the entire event.

From the venue design and scenography to the stage presentation, every element was shaped by the same creative direction.

We transformed Dome Eventhall into an immersive event environment, creating the atmosphere through custom-built scenographic elements, lighting and a distinctive stage setup. The visual identity continued onto the screens, where dynamic show sequences, 3D elements, visual effects and custom animations brought the concept to life throughout the program.

To add an unexpected layer of entertainment, we also introduced a digital magician who surprised guests with interactive magic and mentalism during the reception and at key moments throughout the ceremony.

Beyond the creative execution, CityCubes took care of the complete event production. We coordinated suppliers and technical crew, managed the build-up and on-site operations, and supervised the breakdown, bringing every part of the production together.

The Comeos Awards brought the Belgian retail community together for an afternoon of insights and an evening celebrating innovation. The Innovation Talks addressed key challenges and opportunities for the sector, while the award ceremony recognised three very different forms of retail innovation.

• DreamLand received the Mercurius Prize for bringing different store formats together under one strong brand, supported by a renewed organisation and integrated logistics.
• Belgian start-up Trosort won the Cupido Prize with SortMate, a technology that automates the sorting and processing of second-hand clothing.
• The first-ever Comeos Student Award went to students from KU Leuven Campus Antwerpen, who explored the role of conversational commerce in the customer journey.

From the first creative idea to the final moment on stage, CityCubes brought Behind the Magic of Retail to life.

Want to discover more about the Comeos Awards? Explore the event and its winners at comeosawards.be.