Event Network and Fusion Specialties: Bringing Diversity to Experiential Retail

Event Network and Fusion Specialties

Originally posted on LinkedIn by Michael McCrory, Event Network

Cultural and experiential attractions express their values and missions through the content they share with their visitors. As a result, the retail stores within these attractions represent a powerful tool for amplifying those values and elevating that mission. As the leading provider of exceptional retail solutions for over 100 experiential, cultural, and educational attractions across the country, Event Network has spent the last 25 years perfecting the art of extending the attraction experience through retail.

Fusion Mannequins at Event Network's National Aquarium Gift Shop

Because inclusivity, sustainability and representation are core values of so many of their partnerships, Event Network has joined forces with Fusion Specialties, a groundbreaking mannequin manufacturer, to introduce a game-changing concept to the experiential retail attraction space – diverse, inclusive, body-positive mannequins which are also 100% recyclable. This revolutionary partnership not only brings a fresh perspective to the retail displays but also sends a powerful message about the significance of sustainability, diversity, and inclusion within these iconic institutions.

From their inception in the 1980s, Fusion Specialties was focused on developing mannequins that represented a real body type. They called it “the girl next door.”

“That original design was not your typical size 2,” explains Mia Olney, account executive at Fusion, “it represented your average person and not the runway fashion model.”

“We always have talked about ourselves as disruptors to the industry,” adds Ellen Johnson, Head of Sales and Marketing for Fusion. “We developed a new material that we call E-flex which was far more durable than the traditional fiberglass material.”

Fusion Mannequin display

Fusion has evolved further since then, putting sustainability at the core of their company values, epitomized by their newest mannequin manufacturing innovation, Re-flex, a 100% recyclable material that provides the same durability as their early models but with clear end-of-life solutions so the product they create is kept out of landfills. They also have established a partnership with the University of Pennsylvania to help research and test the next generation of environmentally responsible mannequin materials.

Besides reducing their carbon footprint by ensuring their facilities operate on the same continent as their end users, their process of manufacturing mannequins is more environmentally friendly than fiberglass, uses very little energy and, due to their sealed blow-mold process, releases no harmful or toxic chemicals into the environment.

“Sustainability is an extremely hot topic in our industry,” says Ellen, “so, bringing that expertise to our clients to bring their vision to life is what we love about what we do.”

Corey Folster, VP of Visual Merchandising for Event Network was looking for a new line of mannequins that did more to represent the conservation and sustainability missions of the attractions with whom Event Network partners. He began working with Fusion Specialties in the summer of 2021. What he discovered with Fusion Specialties was a company that was leading the industry, not only through their focus on sustainability, but by presenting mannequins with diverse skin tones and body types.

“We were the first in our industry to bring this line of diverse mannequins to our retail locations,” says Corey, “and the reaction has exceeded my expectations. As a result of our introduction of these mannequins, others in our industry are starting to feature them in their stores, which is great to see. The guest's experience matters so more representation of more people is better for everyone.”

Fusion’s rollout of their “True to Hue” mannequin line was a natural progression of their company values, and of their original concept of the authentic shape of “the girl next door.” But it also represented a shift in the retail industry in general.

“Department stores used to have a ‘plus size’ section,” says Mia. “That is incredibly isolating. People like to shop together; it’s a group thing. One of the reasons you have mannequins in the first place is to bring customers into the store. If you represent a broad range of people, they’ll shop in your store.”

Youth Mannequin Display

“We want our guests to feel welcomed and valued when they shop in our stores,” explains Corey, “and it’s been amazing to get such wonderful feedback from guests and from our partners.”

Jessica Tantin is one of those partners. She is the Director of Diversity, Equity and Inclusion at the New England Aquarium where Event Network has operated the retail store for more than 15 years.

“When I entered the store and saw a mannequin that looked exactly like me in terms of skin color and curves,” says Jessica, “it was incredibly emotional. I stopped in my tracks and thought, “She looks just like me!” Tears came to my eyes because I realized I had never felt truly seen and represented in this way in retail before. As I continued strolling through the store, seeing mannequins with varied skin tones and sizes became an unexpectedly profound experience for me. One that I didn’t even know I needed.”

“People used to be scared of featuring mannequins with a skin tone,” says Mia, “but Event Network has taken all our inclusive initiatives and implemented them in their stores! The attention that goes into the displays has been really fun to see. Everyone gets represented.”

“Most retailers are still ordering one color, and it’s usually gray or flat white,” says Ellen, “but it’s evolving as the definition of inclusivity is expanding.”

As Event Network continues to restlessly pursue new ways to innovate the experience within the retail space for their partners, Fusion Specialties has similarly remained driven in their mission to accurately and inclusively reflect the shopping public. They released the industry’s first line of gender-non-conforming mannequins called “Prism” and just this year, a collection of adaptive mannequins designed to represent the physically disabled community through lifestyle and sports called “Para.”

New Para Mannequin at Event Network's Georgia Aquarium Gift Shop

Event Network just rolled out some of Fusion’s new Para mannequins at the Georgia Aquarium Gift Shop where the response has been incredible.

“Event Network placed the first order!” confirmed Mia. “When you’re aligned with a company you’re working with, the displays end up looking better and the collaboration ends up being more creative.”

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A sincere thank you to Ellen and Mia from Fusion Specialties for their groundbreaking work, and to Jessica at New England Aquarium for sharing her experience with us.