Since its official debut in the year 1966, and through numerous years of earned success, EuroShop has developed into the world’s leading retail trade fair. Hosted at Dusseldorf Fairgrounds, a venue that is said to host up to one fifth of the exhibitions in the world, EuroShop 2014 allowed exhibitors and visitors to successfully identify and seize new opportunities within the market.
Representing SSQ Exhibitions, our MD, Cara Nortman, accompanied by Paul Mains-Sheard, paid the show a visit to learn and to gain first-hand experience on the latest international trends in the trade and exhibition industry. “I found EuroShop 2014 very inspiring, despite what people may be saying about a lack of new technology and BIG IDEAS coming out of this year's show. The stand designs were amazing, the quality of exhibitors was very high and the opportunity to meet with potential suppliers and partners was definitely there” said Cara Nortman.
Below are the industry trends they spotted:
- The innovative use of fabric graphics
- The use of QR codes seen on almost all exhibition stands at the show
- The use of magnetic flooring and OSB Boards
- The advanced use of Cut-Out lettering and Astroturf tight carpeting
- The use of colour changing LED bulkheads
- The dominance of double storey stands
- The strategic and tasteful use of curved elements that gave the stands noticeable height
Regarding the venue and its surrounding area, Cara continued to add that the train that delivered visitors right at the venue entrance, and the support shown by ordinary citizens through their knowledge of the event added convenience to the experience. Organisation was also easily recognised, and exclusivity, demonstrated through special access into the local shopping mall granted to EuroShop visitors after 6pm, was largely appreciated.
Cara also met with Karla Juegel, a member of IFES, who has taken it upon herself to form an international Young Professional’s Forum for the exhibition industry. “She is organizing the first ever YP's Conference which will take place in Vienna in May this year, and she has put together an amazing program which will be made public in the next few weeks. The target market for the conference is industry professionals who are in senior positions, have been in the industry long enough to bring experience and best practice examples to the table, but are not currently in top management or ownership positions in their companies,” concluded Cara.
After reading this report, there seems to be no doubt on the experiential and educational matter this trade fair offered to exhibitors and visitors.
The next EuroShop will take place on the 13th to the 15th of May, in 2015.