Impressions from the EuroShop Retail Trade Fair

Held every three years in Duesseldorf, EuroShop is the most significant trade fair for the retail industry and attracts a highly international audience. From shopfitting and store design to lighting, flooring, digital signage, and communication technology – the four-day event offers plenty to discover across multiple halls.

Exhibition stand design for umdasch The Store Makers

I attended EuroShop as part of our exhibition stand project for umdasch – The Store Makers and oversaw the handover (read more about it in this Space Story). The 900-square-metre stand stood out for its transparency and openness. The ceiling ring was visible from afar, serving as a striking circular element within the exhibition landscape. Its roof, woven with a remarkable seven kilometres of rope, caught the eye and created subtle shadow effects on the walls. The circular arrangement invited visitors to stroll and explore, complemented by a restaurant conveniently positioned to the side.

Even on Sunday, traditionally a quieter day at trade fairs, umdasch recorded a visitor milestone. Thanks to electronic monitoring, more visitors were counted than on any previous opening day of the event.

Green countertrend

Naturally, I also explored other stands during my time at EuroShop. One standout observation was the strong presence of competitors from Italy. Their projects impressed me more for their innovative use of materials than their overall design. Additionally, it was clear that almost all exhibitors were targeting the premium segment, with many showcasing collaborations with major luxury brands.

The prominence of digital media was also striking, with an entire hall dedicated to this theme. Interestingly, a countertrend to digitalisation could be observed in the field of exhibition stand design: many stands incorporated lush greenery. In my view, this represents a sustainable trend that is likely to gain increasing significance in brick-and-mortar retail design as well.