The big shop

EuroShop is one of those events that really can claim to be a colossus. Perhaps it is because it is only every three years (which encourages some of those exhibiting to erect outlandishly large stands) or because the Germans just seem to love these multi-hall, mega expos, but regardless attendees can rely on an event on a grandiose scale, not least the number who turn up - more than 100,000 last time round.

The UK tends to be well represented and the SDEA will once again be helping its members to exhibit (see box on next page). A stroll around the aisles normally involves bumping into the great and the good from the top design agencies and in-house design teams among the UK’s retail fraternity, plus the more outward-looking shopfitters.

Ulrich Spaan, head of trade fairs at organiser EHI, says although the core areas will be covered at EuroShop 2011, there will be a shift in focus from 2008, with new technology to the fore.

“Retail lighting will be a major area of the show this time round, with a particular focus on LEDs,” he says. “We will also be focusing on energy efficient solutions in the refrigeration area and new materials and sustainable materials in store design and store fixturing.”

Spaan also highlights a strong presence from digital in-store media and digital signage companies, with an emphasis on interactive solutions: 
“Mobile retailing and mobile payment technology will be another trend for 2011,” he says. “And we will see web-based solutions and the integration of store and online business strategies. ”
Unsurprisingly, Germany is best represented in terms of exhibitor space booked, with the UK 10th. Companies from Italy, Turkey, Austria, the Netherlands, France, Sweden and Spain are also in the top 10, as is China (eighth).

“We will see a growing influence on the event of store design concepts from emerging markets,” says Spaan. “In particular, we will see more from Brazil, India and of course China.” At the time of writing, EuroShop’s organiser expected 2011 to be the biggest yet by stand space, with 1.08 million sq ft of net space already booked, just short of the record figure of 1.15 million sq ft. Many halls are completely sold out.

UK-based international shopfitter ISG will be in attendance and marketing director John Mawhinney says EuroShop gives his company the chance to raise awareness of its international credentials and to provide a “co-ordinated and collective” approach to representing the company’s brand.

“Connecting with international retailers is more important,” he says. “EuroShop provides us with the chance to meet or deepen relationships with retailers from around the world, either to provide the reassurance that we can support their business in Europe and Asia, or to help overseas retailers coming into the UK.”

And Mawhinney believes that being British is part of that reassurance. “The UK still has a tremendous reputation for its companies being safe and sound, which is especially important for retailers going into new markets,” he says. “EuroShop gives us the chance to get our message across.”

The retail design conference on the first day of the event also promises some big names, with a strong US contingent. Ignaz Gorishek of upmarket department store chain Neiman Marcus, Sharon Lessard of Supervalu and James Damian of electricals giant Best Buy will all be speaking. Other top name speakers include Brendan Sullivan of VF Corporation, Anthony Wysome from John Lewis Partnership and Harald Fischer of Germany’s Rewe Group.

“Discussions revolving around sustainability and energy efficiency are dominating the retail industry like never before. The looming increase in cost for conventional energy, as well as the ever-increasing importance of environmental aspects are changing the demands on architecture, furnishings and the design of shops,” says Spaan. “Consequently, there will be no area at EuroShop that is isolated from these topics - from energy-saving refrigeration equipment and environmentally-friendly refrigerants, to the use of sustainable materials in shopfitting and visual merchandising, to the use of regenerative energies and electricity-saving technology in store lighting.”

One thing that is guaranteed, given the sheer size and scale of the event, is a footsore stay. Mawhinney advises any UK companies visiting to do their homework. “Firstly, times are still tough and you need to find a way of representing your company that strikes the right balance between value and confidence. You also have to do your groundwork. Decide who you want to see and what you can offer when you meet them,” he stresses. “Anyone who arrives unprepared will not get what they should out of the show.”