More than 100,000 retail industry professionals will descend on Düsseldorf, Germany, February 16-20, 2014 for the 18th EuroShop triennial trade show. Exhibitors will showcase their latest products and services in more than 1.1 million square feet of net exhibit space in 16 halls, reports show organizer Messe Düsseldorf. The 2011 event attracted more than 2000 exhibitors from 53 countries and more than 107,000 attendees from around the world.
And what a long way EuroShop has come since its simple beginnings in 1966 when its motto was “Modern Shops and Shop Windows.” That exhibition focused on techniques for transforming the “corner shop” into an over-the-counter mass distribution channel, explains Elke Moebius, director, EuroShop 2014 (Messe Düsseldorf). “The range of exhibits at EuroShop back then was limited to shopfitting and equipment, window displays, refrigerators and cash registers,” Moebius says. “Since that time, EuroShop has continually followed the demands of the retail sector, which is one reason we’ve steadily expanded our range of offerings.”
For example, in response to the rise of the multi-channel shopper, EuroShop 2014 is focusing on multi-channel and e-commerce solutions. In addition, a special Multi-Channel Forum will be held for the first time.
“The consumer of tomorrow will require additional incentives to visit a shop and actually make a purchase there,” Moebius says. “The borders between retail store, web and mobile are getting blurrier and blurrier. Many [retailers] count investments aimed at integrating and linking together these different channels among their biggest technical and organizational challenges for the coming years. That’s why we chose to integrate this topic into EuroShop by adding multi-channel solutions to the range of exhibits as well as by offering a corresponding forum featuring real-world concepts and solutions.”
Growing interest in the use of natural and sustainable materials in store design and the rise of LEDs is also driving expanded exhibition space and forums devoted to the topics. “Compared to just ten years ago, the overall significance of lighting has both increased and changed,” Moebius says. “Lighting has become an important tool in retail used to turn shopping into a sensual experience.”
The lighting section at EuroShop 2014 will occupy all of Hall 11. “The entire spectrum of modern lighting technology and lighting design for stores will be presented there, anything from lighting as a sales promotion tool to lighting as an emotional design tool used in shopfitting to corporate lighting concepts and energy-efficient and sustainable lighting architecture,” Moebius says. The new Lighting Designers Zone will feature dedicated space where independent lighting designers specializing in retail solutions can showcase their services.
Asked why U.S. retailers should make EuroShop a “must” event for 2014, Moebius runs down a list of the expected benefits – impressive trade show booths, a melting pot of international trade visitors and a who’s who of global retail – before concluding, simply, “You really have to experience it for yourself. EuroShop is all about evoking emotions, highlighting trends and eliciting visions. It’s an unbelievable pool of creativity. Nowhere else is the future of retail as close at hand as it is in Düsseldorf at EuroShop 2014.”
EUROSHOP AT A GLANCE
entrances north, south and east
Halls 1, 3-7, 9-17
Daily 10 a.m.-6 p.m.
Online pre-selling: 42 €
On site: 60 €
Online pre-selling: 60 €
On site: 80 €