VMSD - May/June 2020 - 13B

B RI AN DYCH E S, L OS AN GE L ES

D I G I TA L E D I T I O N E X C L U S I V E

It was clear from walking the "Exhibition Services" area that pop-up
activations show no sign of slowing down. I think there will be an even
stronger appetite for mobile event solutions as brands look to find new
shopper connections.
PromoCube (Hoffheim, Germany) showcased a solution that creates
a pop-up structure in just 45 minutes - ideal for a brand looking to move
outside of the traditional in-line format. Airclad (Kingston, U.K.) is another
favorite that seemed a fit for more architecturally elevated brands. Its
"AirCells" are a great way to bring a climate-controlled retail space to yearround events. I also liked structure systems that formed design-oriented
spaces for outdoor events and also incorporated digital projection areas
and LED options to deliver a memorable experience space, day or night.
Aluvision (Deinze, Belgium), also in the Exhibition Services section,
had one of the most popular "photo op" spots. They created a digitalenabled cubic space that provided a perfect perch for a brand experience. It made me wonder why more retailers don't create a spot in store
to utilize this type of digital technology and deliver knock-out branding
opportunities
In the "Digital Hall" there were exhibits showcasing self-shopping or
"frictionless" options that are being driven by Amazon Go. What's new are
the attractive purpose-built fixtures that house hand-held scanners. At the
Consumer Electronics Show (CES) this past January, I also saw technology
coming to bespoke drinks and food with inkjet-like printing. I think we'll
see more demand for customization in the retail store as has been seen
with custom shoes. Food is a logical choice to provide a personal touch.
To no surprise, LED screens were used extensively. One of the best
examples I've seen used corners of structures to create a visual interactive plane between the vertical walls. The image of a gorilla high-stepping
around the corner had the intended effect - I simply had to follow and
look. Another intriguing example was the creative blending of fixtures
with embedded screens and the interplay between the two layers.

One of the main attractions at EuroShop is the
so-called "Shopfitting" area. We often call it store
fixtures, but this area is defined by heavyweights
like Grottini, Umdasch, Visplay and Schweitzer.
Schweitzer's booth limited entry to invitees,
which proved a great strategy that drove a lot of
interest; their exterior entices you to want to know
what's behind that wall. The aptly named Flexstore
of Interstore/Schweitzer delivered on its promise to
provide a store fixture solution that vastly reduces install cost and complexity, which so often limit merchants.
The system debuted is a "solution in a box" in that elements from
lighting to visual merchandising to graphics to digital observation and
analytics are kitted in a way that makes an overnight move possible.
Imagine if the next generation of pop-ups matured into legitimate stores,
offering all of the advantages of build-in without most of the headaches.
Working in an architectural group, I was impressed
by how the system could handle electrical and plumbing so easily. This approach is applicable to so many
categories, especially beauty and food, allowing retailers
to punch through the construction nightmare to allow
their brick-and-mortar offering to be as flexible as their
e-commerce site.
Visplay/Vizona produced a stunning experience center
called "Shared Spaces." The concept and theme were welltimed and demonstrated that physical space and design
elements are fluid, and that no space should be locked
into permanence. With all impacts afoot, the design minds
brought about an evocative visual journey through areas
ranging from fashion to mobility to food. The morphing of
zones into a common platform was brilliant and inspiring.
When was the last time you saw food and fashion brought into the
same experience that yielded a new product? The mushroom biomaterial on display [see inset photo above] was by far my favorite example of
how bringing these seemingly divergent concepts together can result in
creating vegan leather. Who knew that taking this apparent superfood
and combining it with one of the latest fashion and auto trends, vegan
leather, could be such a demonstrative example of the theme and expand
customer interest and a new channel for sales?
In retrospect, EuroShop was held at a fortunate moment in time
before our world was vastly changed. What I take away from the show and
from that moment is that the trends experienced firsthand by our team at
VMSD are even more relevant today than they seemed in mid-February.
This show will return in three years, and I think, now more than ever, it
is a key part of retail design strategy. Be sure to attend EuroShop in 2023
and recognize your own role in being part of the retail revolution. x

Brian is a partner at the digital agency REX (Beverly Hills,
Calif.) and CorbisGlobal (Manhattan Beach, Calif.). Follow
him on Twitter @briandyches.

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VMSD - May/June 2020

Table of Contents for the Digital Edition of VMSD - May/June 2020

VMSD - May/june 2020
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Design Detail
Retail Rock Stars
Retail Design Firm Resource Guide: Top Design Firms
Coming Soon: The New Reality
This Is Planet Earth
Viral Necessities
Showroom
Ad Index
Checking Out
VMSD - May/June 2020 - VMSD - May/june 2020
VMSD - May/June 2020 - Cover2
VMSD - May/June 2020 - 1
VMSD - May/June 2020 - Contents
VMSD - May/June 2020 - 3
VMSD - May/June 2020 - From the Editor
VMSD - May/June 2020 - 5
VMSD - May/June 2020 - Vmsd Editorial Advisory Board
VMSD - May/June 2020 - 7
VMSD - May/June 2020 - The Goods
VMSD - May/June 2020 - 9
VMSD - May/June 2020 - 10
VMSD - May/June 2020 - 11
VMSD - May/June 2020 - Design Detail
VMSD - May/June 2020 - 13
VMSD - May/June 2020 - 13A
VMSD - May/June 2020 - 13B
VMSD - May/June 2020 - 14
VMSD - May/June 2020 - Retail Rock Stars
VMSD - May/June 2020 - 16
VMSD - May/June 2020 - 17
VMSD - May/June 2020 - 18
VMSD - May/June 2020 - 19
VMSD - May/June 2020 - 20
VMSD - May/June 2020 - 21
VMSD - May/June 2020 - 22
VMSD - May/June 2020 - 23
VMSD - May/June 2020 - Retail Design Firm Resource Guide: Top Design Firms
VMSD - May/June 2020 - Coming Soon: The New Reality
VMSD - May/June 2020 - 26
VMSD - May/June 2020 - 27
VMSD - May/June 2020 - 28
VMSD - May/June 2020 - 29
VMSD - May/June 2020 - This Is Planet Earth
VMSD - May/June 2020 - 31
VMSD - May/June 2020 - 32
VMSD - May/June 2020 - V1
VMSD - May/June 2020 - V2
VMSD - May/June 2020 - V3
VMSD - May/June 2020 - V4
VMSD - May/June 2020 - V5
VMSD - May/June 2020 - V6
VMSD - May/June 2020 - V7
VMSD - May/June 2020 - V8
VMSD - May/June 2020 - V9
VMSD - May/June 2020 - V10
VMSD - May/June 2020 - V11
VMSD - May/June 2020 - V12
VMSD - May/June 2020 - V13
VMSD - May/June 2020 - V14
VMSD - May/June 2020 - V15
VMSD - May/June 2020 - V16
VMSD - May/June 2020 - V17
VMSD - May/June 2020 - V18
VMSD - May/June 2020 - V19
VMSD - May/June 2020 - V20
VMSD - May/June 2020 - 33
VMSD - May/June 2020 - Viral Necessities
VMSD - May/June 2020 - 35
VMSD - May/June 2020 - 36
VMSD - May/June 2020 - 37
VMSD - May/June 2020 - 38
VMSD - May/June 2020 - 39
VMSD - May/June 2020 - Showroom
VMSD - May/June 2020 - 41
VMSD - May/June 2020 - 42
VMSD - May/June 2020 - Ad Index
VMSD - May/June 2020 - Checking Out
VMSD - May/June 2020 - Cover3
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