EuroShop Cliff’s Notes:
With 2,226 exhibitors from 110 countries, EuroShop offered a macro view of retail trends.
Didn’t make it to Düsseldorf? No worries, A.R.E. correspondents researched four areas for you.
Their findings were presented during GlobalShop. Here are highlights.
“It’s time for us to rethink visual
presentation through repetition,
disruption, and transformation.”
BEVAN BLOEMENDAAL, VP of global environments
and creative services, The Timberland Co.
24 ideas from our correspondents
• Repeat elements within the space. Repetition of an iconic
element can improve recall and brand recognition. Repetition of
a structural element can create a clean design.
• Make it disruptive. Features such as movement, elements that
seem out of place, and the juxtaposition of old with new can
draw the eye.
• Transform it viscerally. Make it modular so that it’s easy
to change things out or to customize elements. This can even
be done with color.
• Take consumers through a four-step process: Inspire them,
Guide them, Connect with them, and Justify the purchase. “We talk about lighting being in the store, but lighting is the store. And the ceiling is
the last place I would think about putting it.”
KEN NISCH, Chairman, JGA
• Exercise your freedom through object and form.
Technology has eliminated restrictions on lighting design.
So think organic shapes, found objects, and reflective surfaces.
Create direction and focus by drawing the eye with lighting.
• Embed seasonality. Programmable lighting affords change
with the flip of a switch.
• Use patterns. The flexibility of a pattern frees you from the
geometry of lighting while creating rhythm. A pattern of illu
minated icons can create a layer of information when the
illuminated shapes or images are only visible up close.
• Use lighting as a surface material. Physical elements can
become carriers of lighting, and those surfaces can become
dynamic even to the point of 3D mapping.
• Mix low tech with high tech. Add warmth to modernday LEDs
by housing them in glass bottles or incandescent bulb housing.
Warm and cool tones in a grid create a pattern with lighting.
Retail Future Lab demonstrates how movement in the window can
boost sales by 300%.