EuroShop 2020: VM Inspiration from the Expo Hall
Alongside the strategy-discussing seminars, EuroShop 2020 provided retailers with a wealth of visual merchandising inspiration, with exhibitor stands running the gamut from fully realised concept stores to appealing design-led booths. We highlight the best.
Biophilia-Based Branding Illustrates Trans-Industry Pollination: UK design engineering company Visplay collaborated with electronics manufacturer Ansorg and shopfitter Vizona (both German) on Shared Spaces. The 1,000 sq m concept store stand encompassed fashion, beauty, a grocery store and a central restaurant.
The design used a biophilic theme (see Biophilia-Boosted Store Designs) to riff on the cross-pollination between sectors. Visitors were guided by a pebbled path fringed by grasses, and the fashion and food sections both featured mushrooms (recently labelled a superfood) grown in communal gardens housed inside the grocery store. The mushrooms were then shown both as a restaurant ingredient and a constituent in vegan leather.
The booth also displayed visitor analytics, demonstrating the value of applying digital metrics to physical spaces. See also Bricks & Mortar Retail: Diagnostic Tools in NRF 2020.
Sustainability in the Spotlight: Responding to the two-thirds of visiting retailers that stated they were planning eco-ethical shop floor improvements, German shopfitters Umdasch The Store Makers presented a 900 sq m sustainable concept store.
Materials included pressed hay for shelving, while fixtures included a liquid dispenser for shampoo/laundry detergent refills, and an electric mobile shop aimed at airport retailers in need of modular solutions. See also Travel Retail Trends & Opportunities, and Sustainability in Store Design.
Phygital Charm: Other agencies showcased the aesthetic pleasure of digital when activated in tandem with low-fi styling. German design agency Dart’s zero-waste stand was comprised entirely of wooden transport crates common to the shopfitting industry, with built-in interactive elements (such as QR codes) linking to agency information.
Switching up the standard promotional brochure, UK design agency Dalziel & Pow’s booth featured postcards relating to specific projects or their design methodology. When slotted into a wall, they prompted projected animations to appear on surrounding backdrops.