Expanding a brand into new markets often brings a familiar challenge: stores differ in size, lighting and layout, and centrally planned campaigns rarely look the same on the ground. Even small variations in display or pricing can dilute brand visibility.
LocStoc, a Singapore-based retail-technology company, aims to change that. Establishing its first footprint in Cambodia and expanding across ASEAN, the company is tackling the issue through a growing network of connected smart shelves hosted in partner retail stores.
Each smart shelf acts as a digital sales node linking brands to their in-store displays. By working with LocStoc, brands gain instant visibility without the need for local distributors or offices. Equipped with IoT sensors and analytics, the system tracks shelf activity and campaign performance, allowing brands to monitor results and make remote adjustments.
To shape the next generation of its hardware, the company has launched the LocStoc Smart Shelf 2.0 Design Challenge, officially announced on the October 31. The one month competition unites Cambodia’s next wave of young designers, engineers and business thinkers from DMU Cambodia, RUPP, Limkokwing University and CamED Business School who are eager to apply their skills to real-world innovation and regional problem-solving. Participants will submit their final concepts by November 28, 2025.
According to LocStoc, the initiative seeks designs that combine modular construction, affordability and local production capability. Participants are challenged to create shelves that are easy to deliver and assemble, with adaptable layouts and colour schemes to suit different store formats and brand aesthetics.
“The first generation of Smart Shelves worked well within a defined retail segment,” said Kevin Chua, Chief Project Officer of LocStoc. “Version 2.0 takes that foundation further, introducing several design variations so the shelves can adapt to different store formats and categories.”
Teams will submit 3D concepts and assembly guides by 28th November. Registration will be live on the Locstoc Facebook. Winning entries may advance to prototype stage, with cash awards, internship opportunities and recognition for the students. The final designs will be developed under LocStoc’s Smart Shelf 2.0 program as part of its expanding retail network.
LocStoc is also excited to welcome distinguished judges joining this year’s challenge, including Kat McLean, Executive Director of the International Business Chamber of Cambodia (IBC), and Jesse McCaul, Director of Invest Cambodia. Both bring extensive experience bridging business, creativity and innovation in the region. Their insights will guide the judging process as they look for designs that are not only innovative but also practical, scalable and proudly Cambodian.
“Cambodians are the descendants of the ingenious architects and builders of Angkor Wat. This spirit of creation and ingenuity is vibrant today, and the next generation is full of groundbreaking insights and ideas. This design competition is a pivotal opportunity for that generation to shine. In our vibrant retail evolution, design isn’t simply about how something looks — it’s about how it works. I’m excited to review ideas that solve real retailer and brand challenges: enabling our local stores to perform with global-style modules, supporting brands to enter Cambodia via meaningful connections and giving Khmer talent a stage to showcase their creativity. The best entries will merge commercial sense with design innovation — solutions that a retailer can install next week and a brand can scale across Phnom Penh.”
- Jesse McCaul – Director – Invest Cambodia
“What I really like about this challenge is how it mixes creativity with real-world business thinking, that’s exactly the kind of experience we need more of to close Cambodia’s skills gap. Through the IBC’s Education Working Group, we’re focused on giving young people chances to put what they learn into practice. I’m excited to see ideas that are fresh, practical and proudly Cambodian, things that could genuinely be made here and show off local talent.”
- Katherine McLean – Executive Director – International Business Chamber of Cambodia (IBC)
“Innovation means solving problems that exist on the ground, not just on paper,” said Chua. “By involving young designers from Cambodia’s universities, we’re giving fresh ideas a voice and ensuring the next generation of smart shelves reflect both local creativity and global standards.”
