Impressions of the EuroShop Retail Fair

28. February 2020

From 16 to 20 February 2020 the EuroShop trade fair took place in Düsseldorf. Read more about our impressions of the world's largest retail trade fair.

Every three years the EuroShop takes place in Düsseldorf. The shop fitting fair is the most important in the world and attracts a large international audience. From shop architecture and shop fitting, lighting and floor coverings to digital signage and communication technology – there is plenty to discover in several halls during the four-day retail trade fair.

umdasch’s Brand Experience

I travelled to EuroShop as part of our stand project for umdasch – The Store Makers and accompanied the handover. The 900 square meters stand merited interest through its transparency and openness, among other features. The ceiling ring was visible from afar and stood proud among the other, mainly rectangular exhibition stand landscape. The rope-woven roof – a total of seven kilometers! - attracted attention and casted discreet shadows on the walls. The circular arrangement invited visitors to stroll and discover, whereas the restaurant aside the ring invited to reflect the topics in peace. 

On Sunday, usually a relatively quiet day at the fair, umdasch already had a record number of visitors. By means of electronic counting, more visitors were registered than on any other «first day» of the fair evaluated so far.

Green counteraction

Of course, I also explored other exhibition stands during my EuroShop visit. I noticed that our competitors from Italy were very present. Their projects caught my eye mainly because of interesting materials and less because of their design performance. I also noticed that all suppliers were targeting at the premium segment. Accordingly, prestigious brand names were used for advertising.  

The presence of the digital media was impressive. At EuroShop, an entire hall was dedicated to this topic. Interestingly enough, there is a kind of counteraction to digitalization in the area of stand design: Many trade fair stands counted on opulent greenery. In my opinion, this is a sustainable trend that will also gain more and more importance in stationary shop fitting.

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