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The International Magazine for Retailing and Shop Design Das internationale Magazin für Laden-Marketing und Shop-Design

105

Shop Dramaturgy live in Tokyo Retail and shopfitting trends

Glass in shopfitting

Shop Talk: Multichannel retailing


Photos: Levi’s


SHOP Inhalt Contents

Trends im internationalen Retail- und ShopfittingBusiness – Seiten 6 – 13 Trends in the international retail and shopfitting business – pages 6 – 13

SHOP TALK mit Sebastian van Baal und Kai Hudetz über Multi Channel-Retailing – Seiten 14 – 15 SHOP TALK with Sebastian van Baal and Kai Hudetz on multi-channel retailing – pages 14 – 15

Intersport Bründl, Kaprun – Seiten 16 – 19 Intersport Bründl, Kaprun – pages 16 – 19

Glas im Ladenbau: Glänzende Auftritte – Seiten 44 – 47 Glass in shopfitting: brilliant performances – pages 44 – 47

Inhalt Contents

Der neue Levi’s Flagship Store in Berlin an prominenter Adresse am Kurfürstendamm – im SHOP PANORAMA auf den Seiten 20 – 37. The new Levi’s flagship store in Berlin in a prominent location on the Kurfürstendamm – in SHOP PANORAMA on pages 20 − 37.

SHOP INSIDE Editorial, Impressum, Leserservice Editorial, Masthead, Reader service

4 – 5

SHOP CONCEPT TOPIC Trends im Retail- und Shopfitting-Business Trends in the retail and shopfitting business

6–1 3

SHOP TALK Kai Hudetz und Sebastian van Baal über Multi Channel-Retailing Kai Hudetz and Sebastian van Baal on multi-channel retailing

14 – 1 5

SHOP REPORT Intersport Bründl, Kaprun

16 – 1 9

SHOP PANORAMA Sony, Milly, XYZ, Arteni, Sandro, Netto, Levi´s, JJFox, Mc Optik, Esprit, Bayard, Mayersche, Tommy Hilfiger, Heinemann

20 – 37

SHOPS & SHOPPING Laden-Dramaturgie live in Tokio Shop Dramaturgy live in Tokyo

38 – 4 1

RETAIL EVENT Die Kunst der Inszenierung II, Alpbach The Art of Stage Management II, Alpbach

42 – 4 3

SHOP DESIGN Glas im Ladenbau Glass in shopfitting

44 – 4 7

SHOP EVENTS Umdasch Shop Academy, Termin-Kalender, Neue Bücher Umdasch Shop Academy, Calendar of Events, New Books

48 – 5 1

SHOP aktuell 105

umdasch shop-concept

3


SHOP Editorial

SHOP Inside

Fit für den POS! Fit for the POS!

Umdasch to fit out chemist’s shops in Austria Reinhard Peneder SHOP aktuell Chefredakteur Editor-in-Chief

Liebe LeserInnen, gerade in wirtschaftlich schwierigeren Zeiten wird die Fitness Ihrer Mitarbeiterinnen und Mitarbeiter zu einem entscheidenden Wettbewerbsfaktor. Diesen Gedanken hat die Umdasch Shop Academy bei der Zusammenstellung des Jahresseminarprogramms 2009 besonders berücksichtigt. Deshalb findet sich nebst anderen neuen Seminarthemen mit „Das Drehbuch für den erfolgreichen Verkauf“ auch ein Verkaufsseminar auf der Agenda (siehe Seiten 48/49 bzw. 42/43). Zahlreiche Tipps, wie Sie Ihre Mitarbeiter, sich und Ihr Geschäft fit halten, finden Sie aber auch in dieser Ausgabe von SHOP aktuell: Trends aus dem internationalen Retail- und Shopfitting-Business, Gedanken zum Thema Multi Channel-Retailing, Anregungen aus dem Land der aufgehenden Sonne und natürlich viele konkrete Beispiele. Schauen Sie sich das an!

Dear Readers, Especially in times of economic crisis the skills of your staff can be regarded as a decisive competitive factor. The Umdasch Shop Academy took this idea into account when planning the annual seminar programme for 2009. That is why you will also find on the agenda amongst the other new seminar topics a sales seminar with the title “Das Drehbuch für den erfolgreichen Verkauf” (“The script for successful sales”) (see pages 48/49 and 42/43). In this issue of SHOP aktuell you will also find numerous tips as to how you can ensure that you yourself, your staff and your business stay on the ball: Trends from the international retail and shopfitting business; thoughts on the subject of multi-channel retailing; ideas from the Land of the Rising Sun; and of course plenty of concrete examples. Do take a look!

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umdasch shop-concept

In future, Umdasch Shop-Concept will also be fitting out chemist’s shops in Austria. The expert knowledge which Umdasch has acquired over the past decades as the leading shopfitter of chemist’s shops in Switzerland will thus also become available with immediate effect on the company’s home market. “In future chemists will need to present their stocks and their services more actively, and it is especially in this field that Umdasch will prove a professional partner,” commented Helmut Neher, Executive Director at Umdasch, on the new activity of the Amstetten-based concern. Apart from its experience as Swiss market leader, Umdasch Shop-Concept has also operated successfully as a shopfitter of chemist’s shops in Ireland in recent years. The company has made thorough preparations for its start in Austria by carrying out two market studies and by recruiting first-class con-

Umdasch Executive Director Dipl.-Vw. Helmut Neher: “Chemists will need to present their services more actively.”

sultants. Furthermore, the première of “Store Branding für Apotheken” (Store Branding for Chemist’s Shops), a seminar specially designed for Austria by the Umdasch Shop Academy, will be held on 11 March 2009 in the Umdasch InfoCenter in Amstetten.

Quality management is a matter for the boss With the aims of Customer Care Management very much in mind, quality management at Umdasch is very much a matter for the boss. At the quality discussion groups which are held every two weeks

The quality group at Umdasch meets every two weeks.

and attended by departments including sales, project management, purchasing and production, a detailed investigation is undertaken to ensure that the defined quality standards are observed. The comments on the customers’ feedback questionnaires are automatically studied and included in the discussions. In the complex business of shopfitting, a certain amount of dust is inevitably stirred up from time to time, and all deviations from the norm are dealt with by means of appropriate measures. The deadlines set for the correction of faults are always as tight as is humanly possible.

Leserservice Reader service

Wenn Sie Fragen im Zusammenhang mit dem Inhalt dieses SHOP aktuell haben, so wenden Sie sich per Fax oder Mail direkt an die Redaktion. For further information on any of the topics in this issue of SHOP aktuell, please contact our editorial department by fax or e-mail. Fax +43/7472/605-3722, E-Mail: shop.aktuell@umdasch.com

Masthead

SHOP aktuell is published by Umdasch Shop-Concept. For addresses see back cover of magazine. Number 105/February 2009. German/English edition. Price per copy: € 6, CHF 9, $ 8, £ 4. Subscription price: € 24 for 5 consecutive issues (plus postage). Distributed free of charge to Umdasch MDB members. Project management: Reinhard Peneder, Umdasch Shop-Concept, A-3300 Amstetten. Authors of this issue: Reinhard Peneder, Mag. (FH) Sonja Scheidl, Dr. Christian Mikunda, Maik Drewitz, Dott. Valentina Santiloni, Pascale Abadie. Design: Denise Siegl, Matthias Koch. Photos/Illustrations: Manfred Aigner, Cornelia Suhan, Luis Paterno, Levi´s, DLV, Fotostudio Bichler, Günther Wohlschlager, Lush, Globetrotter, Westfield, Blocher Blocher Partners, Bründl, Esprit-Jens Pfisterer, Oliver Tjaden, Assmann, Levi´s, 21 Spaces, Dipl.Des. Sabine Lottes, Frank Barilko, Christian Mikunda, dfv, GDI, Daimler AG, Agentur Davilla, Regula Wirth, Swarovski, Caulder Moore, MEMO, EHI, WKO NÖ, REALISE, Valentina Santiloni, Rodolfo Farina, Archive. Translation: Jane Michael. Printing: LVDM Landesverlag Denkmayr, Linz. N.B.: Projects executed by Umdasch are listed as such in the text or the photo caption.

SHOP aktuell 105


SHOP Inside

Josef-Umdasch-Forschungspreis nach Frankreich Josef-Umdasch-Research-Prize goes to France Der zum neunten Mal verliehene Josef-Umdasch-Forschungspreis wurde 2008 an Dr. Antonio Pizzi und Dr. MarieFrance Thévenon verliehen. Die wissenschaftliche Arbeit der beiden Preisträger wurde an der französischen Forschungseinrichtung ENSTIB verfasst und hat die Erforschung eines besonders umweltfreundlichen Holzschutzmittels zum Gegenstand. Die feierliche Preisüberreichung fand am 26. 11. 2008 an der Universität für Bodenkultur in Wien statt. The Josef-Umdasch-Research-Prize was awarded for the ninth time in 2008. The recipients this time are Dr. Antonio Pizzi and Dr. Marie-France Thévenon. The prizewinners’ scientific work was carried out at the French research institute ENSTIB and focused on investigations into a particularly environmentfriendly substance for wood protection. The award ceremony was held on 26 November 2008 at the University of Natural Resources and Applied Life Sciences in Vienna.

Bei der Preisüberreichung (von links nach rechts): Kommerzialrat Alfred Umdasch, Prof. Dr. Gerhard Wegener (Laudator), Kommerzialrätin Hilde Umdasch, Anerkennungspreisträger Dr. Michael Grabner, Dr. Marie-France Thévenon, Prof. Dr. Antonio Pizzi, Vize-Rektor Dr. Martin Gerzabek, Rektorin Dr. Ingela Bruner. At the award ceremony (from left to right): Kommerzialrat Alfred Umdasch, Prof. Dr. Gerhard Wegener (laudatory speech), Kommerzialrätin Hilde Umdasch, Prizewinners Dr. Michael Grabner, Dr. Marie-France Thévenon, Prof. Dr. Antonio Pizzi, Vice-Rector Dr. Martin Gerzabek, Rector Dr. Ingela Bruner.

State of the Art in vielen Technologien State of the art in many technologies Die Anforderungen an den modernen Ladenbau in Sachen Material- und Fertigungstechnologien reichen längst über die klassischen Disziplinen Holz und Metall hinaus. Architekten und Einzelhändler erwarten sich von einem professionellen Ladeneinrichter eine hohe Fitness in Fragen von Material- und Verfahrensinnovationen sowie umweltschonender und kostengünstiger Beschaffungs- und Fertigungsverfahren. Deshalb verfügt die Umdasch Shopfitting Group seit einigen Jahren über ein nach Disziplinen (Holz, Metall, Kunststoff, Glas, Elektro/Licht) gegliedertes Technologieservice. Die in diesem Bereich tätigen Experten recherchieren die jeweils topaktuellen Technologien, identifizieren leistungsfähige Partner, definieren Qualitätsstandards, informieren und beraten systematisch die gesamte Organisation. Darüber hinaus unterstützen sie die in Planung und Projektmanagement tätigen SHOP aktuell 105

Mitarbeiter, in vielen Fällen auch Kunden direkt, operativ bei konkreten Projekten. When it comes to materials and production techniques, the demands made of modern shopfitters have long moved on from the classic disciplines of wood and metal. Architects and retailers alike

Dank seiner Technologie-Experten ist Umdasch in Sachen innovativer Materialien besonders fit. Thanks to its technology experts Umdasch is especially well-placed when it comes to innovative materials.

expect a professional shopfitter to provide a high level of skills as regards the latest developments in materials and processes, together with environmentfriendly and favourable prices, procurement and manufacturing techniques. That is why the Umdasch Shopfitting Group has offered for some years now a technology service which is subdivided according to disciplines (wood, metal, plastics, glass, electricity/ lighting). The experts within these areas research the latest technologies, identify competent partners, define quality standards and inform and advise the entire organisation in a systematic manner. During actual projects they also provide active support for the staff members involved in the planning and project management and in many cases also for the customers directly as well.

umdasch shop-concept

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SHOP Concept Topic Retail & Shopfitting Trends

Text Reinhard Peneder

Photos Manfred Aigner, Lush, Globetrotter, Westfield

A glance at our shopping centres and shopping streets shows that the “vertical revolution� has long taken place. It quickly spills over from the more fashionable sectors to the others.

Selected trends and facts from the international retail and shopfitting business

Between the priorities of market saturation and global branding Irrespective of the current problems in the world’s financial markets, a number of factors affect the development of the retail sector: the market saturation in Western-oriented countries; ecological trends and corporate social responsibility; the power of the Best Agers; the vertical revolution; multi-channel strategies; and the new orientation of shopping centres. SHOP Aktuell has analysed these factors and examines the consequences for the shopfitting sector. With its luggage laden with global brands, the consumer caravan is currently heading rapidly eastwards, via Eastern Europe to the farthest depths of Asia. Step by step it will gradually reach the one to four billion people there who also want their share of Western prosperity and culture. In virtually all Western European countries, however, and in the United States and Japan, private consumption is currently stagnant or even declining. For many years the share of consumer spending has been shrinking noticeably here compared with overall household expenditure. Market saturation is a more or less unalterable fact. 6

umdasch shop-concept

This market saturation is leading to concentration and cut-throat competition in all its facets. It is primarily those companies which cannot state clearly what they stand for that are the ones which live dangerously. The competition also takes place on the level of sales channels, business types and locations. Everywhere, at any one time, there will be both winners and losers. The polarisation between luxury and discount goods continues. Consumers decide between the economy and the luxury programme according to their situation at the time. We should not SHOP aktuell 105


SHOP Concept Topic Retail & Shopfitting Trends

forget, however, that the middle market segment continues to be a mass market with huge volumes. In spite of the comments about the “gap in the middle” it is still increasingly possible to establish a concept which makes its position clear. A clear profile and authentic, credible communication with consumers are the keys to success in the “new middle”. Fussl, the family concern from Upper Austria, has skilfully taken advantage of the vacuum which has arisen since so many long-established firms have closed down. With a clearer and more fashionable profile for its range of goods on offer, Fussl has now assumed the role of “local top dog” in a large number of Austrian shopping centres and regional towns. Back to nature The trend to organic products has already reached the (social) mainstream. What was once a minority movement has developed via the LOHAS (Lifestyle of Health and Sustainability) into a broadly-based consumer trend. But will this trend towards sustainability and a careful use of resources be forced to take a back seat by a recession? The Zukunftsinstitut believes that, on the contrary, the opposite will probably be true: “In a crisis an intellectual paradigm shift takes place. As old certainties decline, people start to search for future meaning. And ecology acts as a first-class symbol of meaning”. Customers demonstrate a growing longing for authenticity. And this longing is satisfied. Harrods provides a live transmission from the henhouse where the eggs on the shelf were laid. At Timberland a product label provides detailed information about the conditions under which the product was manufactured and SHOP aktuell 105

Retail share of private consumption Example: Germany; figures in % 1992

1995

1998

2001

2004

2007

38.2

35.2

32.9

30.8

29.4

28.8

Sources: Stat. BA, HDE The retail share of total household expenditure is sinking continuously.

Development of retail sales areas in Germany in million m² 1980

1990

2000

2005

2010

62

78

110

118

122

The sales areas continue to grow despite stagnant retail turnover. The growth is currently slowing down, however.

what influence it has on the environment. Wal-Mart is testing a type of store which uses 45 % less energy. In 2008, the EHI Retail Institute nominated the Energy Management Awards for the first time (ALDI Süd and “Kohler – natürlich einrichten” [“Kohler – furnishing the natural way”]). The American retailer Whole Foods Market has transformed shopping into an ecological total work of art. Hand-made Lush soaps are not packaged initially. The shops are furnished with recyclable materials and Lush plays an active role in animal welfare by participating in various campaigns. There are plenty of other examples which will follow these ones. But give bogus claims a wide berth! Today’s customers are highly sensitised and also have the internet at their disumdasch shop-concept

7


SHOP Concept Topic Retail & Shopfitting Trends

Fussl is a family firm from Upper Austria which has recently established itself as the new “top address” in a number of Austrian shopping centres and district towns.

posal, putting them in the position of being able to unmask artificial authenticity in their sleep and to mete out the punishment it deserves. That also applies to paying mere lip service to the concept of corporate social responsibility. The shopping habits of the Best Agers With the differentiation/segmentation of retail concepts according to themes (e.g. wellness) or range of goods (e.g. accessories), retailers have experienced positive developments in the recent past. Target groups are often defined according to demographic aspects – especially age. The most interesting target group in this respect, both by virtue of the numbers involved and their purchasing power, is of course the generation of Best Agers, the social group which will have the greatest say during the next decades (the “Grey Revolution”). The consumer behaviour and special requirements of this target group This diagram shows on the basis of three new shopping centres (Westside, Berne; Westfield, London; Düsseldorf Arcaden) and two established ones (Plus City, Linz; Alstertal Einkaufszentrum, Hamburg) the enormous importance of chain stores and vertical merchandisers.

The trend towards ecology in shopfitting: Lush shops are made of recyclable materials.

with regard to shopping are thus of particular interest. This topic was the subject of a comprehensive and representative “60plus study” which was initiated by ShopConsult by Umdasch and carried out in 2008/2009 in co-operation with the University of Vienna. The study covers the sectors fabrics/ fashion, shoes, electrical and electronic goods and food. More than 600 consumers were interviewed directly at the POS. The results are sometimes remarkably simple and sometimes simply remarkable. Many requirements and observations apply to all sectors and age groups, such as, for example: • A congenial atmosphere increases the length of time spent in the shop. • Good orientation increases the number of repeat purchases. • The ambience of the shop (other customers and the sales staff) has a considerable influence on whether customers feel at ease and therefore on their willingness to purchase.

Shopping centre tenants according to sectors/ branches 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Gastronomy Service Department store Specialist stores Chain stores Vertical merchandisers

Plus City 19.85 % 11.45 % 0.76 % 3.82 % 45.04 % 19.08 %

Westside 14.29 % 14.29 % 1.59 % 3.17 % 36.51 % 30.16 %

Alstertal EZ 6.02 % 11.24 % 0.40 % 14.46 % 36.95 % 30.92 %

Düss. Arcaden 11.11 % 13.89 % 0.00 % 4.63 % 41.67 % 28.70 %

Westfield 14.24% 6.29% 1.32% 0.99% 29.47% 47.68%

Copyright by SHOP aktuell, Research 11/08

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SHOP aktuell 105


SHOP Concept Topic Retail & Shopfitting Trends

The German outdoor specialist Globetrotter is a highly professional player in the multi-channel league.

• Factors such as room temperature, air quality, light quality, cleanliness and the noise level influence very considerably the length of time a customer spends in the shop and therefore the likelihood that he will purchase something. A number of design features which are worthwhile for the older generation are greeted equally positively by younger target groups. These include, for example, straightforward navigation through the store; a logical arrangement of the range of goods on offer; easy-to-follow information and orientation assistance (visualisation via pictures/ diagrams, sufficiently large price and product information); additional convenience and service tools (rest areas, comfortable dressing rooms, clean toilets, no queues at the cash desks); and non-slip floors. The most surprising result of the study is that there is virtually no difference in the assessment of shops or the demands made between the target group 35-plus and the target group 60-plus (in other words, up to 70 years). Noticeable differen­ ces between the various parameters could only be discerned among the under-35 age group. This leads us to conclude that there is no real point in developing special “Best Ager Concepts”, although differentiation and segmentation concepts for younger target groups are certainly effective. Our diagrams present a selection of results from this 60-plus study. The professionals at ShopConsult by Umdasch will be pleased to supply detailed information if required. SHOP aktuell 105

The vertical revolution and multi-channel players A glance at our shopping centres and shopping streets makes it clear: the “vertical revolution” has already taken place in the fashion sector and is now affecting numerous other retail branches. Across the board, manufacturers and brands are now claiming for themselves the law of action. SHOP aktuell has analysed five shopping centres (two “classics” and three brand-new centres) according to these criteria. The result (see table) speaks for itself. Chain stores and vertical merchandisers are sharing the cake between them, whereby the allocation of the type of store depends on the definition and is by no means rigid. Specialist stores in the classic sense play only a modest role. As a sales channel, the internet is continuously expanding its market share, but not with the intensity which was previously prophesied. In the first instance the market share profits are taking place to the detriment of the classic mail order retail business. The simultaneous development of several sales channels is particularly promising; this is known in the language of the business as “Multi-channel retailing” (see also SHOP TALK on pages 14-15). In extreme cases a company may also function as a brick-and-mortar shop, operating a mail-order branch via catalogue and internet, running a tele-shopping channel and also selling goods directly via telephone marketing, supported by newsletters sent by e-mail and text messaging. umdasch shop-concept

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SHOP Concept Topic Retail & Shopfitting Trends

What do you like/ dislike when you go shopping? Plus points

Negative aspects

Layout, orientation and convenience

• Size, location • Wide gangways • Good overview

Design and goods presentation Lighting

FOOD • Like a maze • Detours

• Old-fashioned design • Down-to-earth furnishings • Confusing product placement

Atmosphere/Ambience

The 60+ study was carried out by Vienna University under the direction of Prof. Dr. Katharina Auer-Srnka upon the instructions of ShopConsult by Umdasch.

This diagram shows by taking the example of the food survey the main plus points and negative aspects at the POS.

• Modern interior • Design and decor • New design/  renovation

Cleanliness Noise level Density

• Waiting time

Till area • Narrow entrance • Long queues • Lots of people

• Too few tills open • Nowhere to put anything down • Too little space for packing purchases Source: Universität Wien/ShopConsult by Umdasch

Even for small and medium-sized companies, multi-channel is an avenue worth exploring. A simple, well-made and regularly updated website is often all that is required. It should contain information about products on offer, services, opening times, events (e.g. fashion shows), etc. In a leading article in the publication TW (TextilWissenschaft), Jürgen Müller discussed this forward-looking topic. Müller observed that “the function of brick-and-mortar shops is also changing. Since earliest times shops have also been meeting places, so in future the quality of the time spent in them will become even more important. The Point of Sale will become even more a Point of Information, where the customer can examine the goods which he will then purchase online. That is why it is also important for local retailers to expand their sales area into the internet.” Into the open countryside – there and back Location remains the decisive competitive factor in the retail sector. When it comes to the competition between locations, however, it is not only retail itself which plays a role, but above all the property sector in conjunction with project operators. New “products” (plots of land, shopping centres, disused industrial sites, railway stations etc.) are constantly being launched onto the market. And thus, despite the stagnant or only slowly growing retail turnover, the sales area continues to expand continuously, with negative consequences for the productivity per square metre and the overall revenue situation. A further consequence is that new, attractive sales areas force less attractive ones off the market, so that a new use then has to be found for them. This can be seen in the unoccupied shop premises in many previously well-frequented shopping streets, umdasch shop-concept

Time required

• Brightness • Good lighting

An example of a particularly successful multi-channel player is the German outdoor goods retailer Globetrotter. Incidentally, Umdasch fitted out the company’s shops including the spectacular flagship store in Cologne.

10

• No daylight • Bright lighting • Too bright

as well as in some of the (older) shopping centres. Shopfitters can certainly profit from this development, since new areas generally also mean new furnishings and fittings. When it comes to shopping streets, only top locations and districts with professional location marketing are able to maintain their position. Only a few metres away an atmosphere of utter dereliction prevails. Shopping centres have clearly won a new share of the market during the past years or even decades. There are many reasons why this is so, including the weakness of department stores and the reduced mobility of customers, but it is primarily due to the increased professionalism with which their marketing has been conducted. High-frequency locations, like the area around railway stations, have great

Searching for information in another sales channel before making a purchase 31.3 % 37.9 %

Brick-andmortar shops

16.5 % 47.8 %

Online shop

20.9 % 55.0 % 15.9 % 26.2 %

32.7 % 48.6 %

26.9 % 45.5 %

Print catalogue Source: E-Commerce Center Retail, Cologne

The illustration shows that there is strong interaction between the sales channels. Just one example: In the case of 31.3 % orders placed through online shops a brick-and-mortar store was visited before the order was placed in order to get more information. This corresponds to 37.9 % of turnover in online shops.

SHOP aktuell 105


SHOP Concept Topic Retail & Shopfitting Trends

Length of stay

NON-FOOD

Ambience • Air quality • Noise level • Cleanliness • Warmth

Design • Product presentation • Material quality

People • Pleasant mood • Other customers • Density

New products (b = .2)

Emotional awareness of shop

(b = .7)

(atmosphere)

Layout • Logical arrangement of goods • Accessibility

Return Cognitive awareness of shop

Time in store

(orientation, convenience)

Amount spent

(b = .5) (b = .6)

Functional shopping value

Quelle: Universität Wien/ShopConsult by Umdasch

potential. Virtually every new railway-station project is also a shopping centre project. New shopping centres are increasingly turning their backs on the countryside as a potential location. That is where you will now find do-it-yourself stores, garden centres, hypermarkets, large specialist stores for a variety of retail sectors, furnishing stores and other types of business requiring a large floor area. Shopping centres, by contrast, are moving (back) into the city centres or the centres of attractive districts, in many cases as part of a spectacular urban-planning project. A number of remarkable new-style shopping centres have been inaugurated in 2008. These include the Stadtgalerie in Passau, the Düsseldorf Arcaden in the Bilk district of town, the first phase of the Limbecker Platz Centre in Essen, the Westfield Centre in London and last but not least the Westside Centre in Berne. With an area of 150,000 m² and 270 shops, the Westfield in London is currently the largest city-centre shopping centre in Europe. It has its own designer district known as “The Village”, encompassing 40 stores. The Abercrombie & Fitch sub-brand Hollister celebrated its UK première in the Westfield. The Westside in Berne-Brünnen has a 10,000 m² wellness oasis, a congress hotel, a cinema centre with 11 screening rooms and a senior citizens’ residence which make it into a multi-functional centre and a much-noticed urban-planning project. It owes the huge interest in the media to the fact that it bears the signature of Daniel Libeskind. The New York-based star architect was inspired by the Marx Brothers, whose subversive art contradicts every form of straightforward order. That is why the Westside is a composition of straight lines which are repeatedly crossed by diagonal ones. This influences the architecture, which is dominated by countless lines and sharp angles. This “diagonal architecture” in turn has had an effect on the store areas and shop-window façades, presenting an unusual challenge for the shop planners. The shopping centre SHOP aktuell 105

(b = .2)

(b = .4)

Assortment Design • Signs • Product areas clearly labelled • Product presentation • Wall design • Non-slip flooring • Legible prices

Pleasureable shopping experience

Surprising results: Between the target group 35+ and the target group 60+ (in other words up to 70) there are no major differences when it comes to shop requirements.

The effect of various influencing factors on the length of stay and the amount spent can be clearly seen in this diagram (showing the example of Non-Food).

proper covers 35,000 m², with 55 stores and ten restaurants and bars. The anchor tenants are a Migros market, which is also the “landlord”, so to speak, in the form of the Migros Aare co-operative; a Globus department store on three floors; and the first Humanic store in Switzerland. The major challenges for the shopfitting sector The dynamic development of the retail sector in these and countless other facets represents an exciting challenge not least for the shopfitting sector. Far-reaching changes have taken place in the international shopfitting business in recent years, especially as regards the acquisition structures in the retail sector relating to shop investment and the required ser­ vice packages. The classic complete shopfitting projects of former years (planning, production, delivery and installation of a shopfitting package by a single company) play only a modest role today in local sectors of the market and in niche branches. Instead, the increasingly dominant trend is an acquisition of services and skills based on the experience of international brands. Under the overall direction of the client or a company acting on his behalf a network of disciplines and skills is formed specifically for the execution of the project: branding professionals, architects, designers, marketing and advertising agencies, shop planners, shopfitters, craftsmen from a variety of trades, visual merchandisers, shop-window designers ... In general it is the architect in charge who arranges for offers to be submitted for the various tasks, and who then organises the tender procedures. The price competition is merciless, a competition which also affects the shopfitter, who stands virtually at the end of the valued-added chain. Moreover, major retailers follow a “multiple supplier strategy” based on both geography and content. In all these cases the price is not the only basis for a decision, but it remains a very important one. umdasch shop-concept

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SHOP Concept Topic Retail & Shopfitting Trends

The Westside in Berne as a new-style shopping centre and an architectural work of art within the city. Daniel Libeskind was inspired in his “diagonal architecture� by the Marx Brothers.

As partners for the retail trade, shopfitters who not only have the special skills to provide individual services but who can also offer smaller or larger service packages in a convincing manner are in a better position. For example, by providing brandspecific product development; by becoming an essential logistics partner through first-class project management; by being included by the retailer from the outset as part of their longterm acquisition strategy; by offering professional visual merchandising; or by taking care in general of the initial or further training of the retail staff.

Another item of good news for the true professionals among the shopfitting firms, including Umdasch: the air is very thin in the Champions League of the international retail business. It is a business which after an intensive phase of strategy and concept development consists above all of the reliable processing of a list of locations and opening deadlines. This list may encompass up to several hundred positions and several continents. There are not many other companies which are in a position to cope with that. Size, capacity, safety and an international radius of action become important competitive factors.

Development of the composition of service content in shop investments 1976

Shopfitting (Systems/Programmes) (Individual solutions and customer systems)

1986

1996

2006

2011

Fashion

Hard goods

Fashion

Hard goods

Fashion

Hard goods

Fashion

Hard goods

Fashion

Hard goods

66 (54) (12)

74 (56) (18)

52 (35) (17)

68 (50) (18)

44 (24) (20)

63 (47) (16)

38 (18) (20)

58 (43) (15)

36 (14) (22)

54 (30) (24)

Lighting

4

3

8

5

12

8

15

9

17

11

Floor/Ceiling

9

8

8

7

7

6

7

6

7

6

Atmospheric props

2

1

4

2

6

2

6

2

5

2

Architecture and building measures relating to shop design

5

4

7

5

8

5

9

6

8

5

Logistics (labelling, bookkeeping and cash desk systems, in-store media, etc.)

4

5

5

5

6

6

6

7

7

7

Management consultancy costs relating to shop investment

3

1

6

3

8

4

9

5

9

6

Architects’ fees

7

4

8

5

9

6

10

7

11

9

Source: SHOP aktuell

Simplified representation of trends on the basis of surveys and estimates in % (a selection). This table clearly shows the changed requirements made of shopfitters.

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SHOP Concept Topic Retail & Shopfitting Trends

The Westfield in London, covering an area of 150,000 m², is the largest city-centre shopping centre in Europe. The Australian Westfield Group operates 119 shopping centres with a total area of approx. 10 million m² in Australia, New Zealand, the USA and the UK.

This is the reason why the concentration tendencies of the retail sector are carried over into the shopfitting sector. Numerous acquisitions have taken place in our branch, or are about to be realised. In the case of the Umdasch Shopfitting Group they include the purchase of Assmann Ladenbau Leibnitz, Koncret (Parma) and Jonas Ladenbau (Oberhausen). In northern Europe two major players have been established in the form of New Store Europe (a group which has recently expanded to include the German book/PBS specialist Kreftbrübach) and ITAB (who purchased Hansa Kontor). In southeast Europe the fusion of Hermes Metal (France) and Yudigar (Spain) has produced a small giant. Also important is the Turkish company Ücge. And then there are established European competitors like Wanzl and Tegometall in the food and discount sector, and Vitra (Vizona, Visplay) in the fashion field. Can we expect “Shopfitting Light II?” It is still not clear how the current financial market and economic developments will affect the retail sector and thus the scale of shop investment in the future. There will be companies which cancel their investment plans or postpone them to a future date. Other companies will see this as their chance to expand their competitive position in the long term by means of investment. Perhaps the time is also ripe for the development of new, particularly resilient formats. During the economic downturn of the early 1990s Umdasch coined the expression “Shopfitting Light” on the occasion of a EuroShop. It is certainly possible that we shall experience a renaissance of this clever investment trend which was uncompromisingly focused on the POS. In any case, it would be easy to establish a link to the current ecological trends. SHOP aktuell 105

Umdasch plays in the Champions League In the turbulent surroundings of the retail sector, the Umdasch Shopfitting Group and its member brands are players in the Champions League of international shopfitting. That can be seen by a glance at the impressive list of current reference projects: Airfield, DM, Esprit, Harrods, Heinemann, Tommy Hilfiger, Hugo Boss, Humanic, H&M, Kastner & Öhler, Intersport Eybl, Levi’s, Mustang, OMV, Nespresso, Nike, NKD, REWE/Billa, Spar, Swarovski, Swatch, Thalia, Thun ... Many of these and other brands continue to be accompanied by Umdasch during their expansion, sometimes even worldwide. During the past few years the group has continued to grow, contrary to the overall trend in the sector as a whole. With an annual turnover of some € 250 million the company belongs to the leading European players. Over and above its role as shopfitter, Umdasch has also become the professional logistics partner for many companies, producing a store of presentation furnishings and shopfitting units and keeping them in a warehouse which is as close as possible to the location where they will later be used, so that they are ready for installation at the various destinations at very short notice. Project management – including the coordination of all relevant skills – has become a key discipline in modern shopfitting. The required qualities include speed, flexibility and reliability. The Umdasch Shopfitting Group is also well placed in the area of production and procurement. A network of nine own production locations, local procurement and global sourcing aim to ensure that our customers enjoy the best possible service as regards quality, secured deadlines and price.

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Interview Reinhard Peneder

SHOP Talk

Photos Cornelia Suhan

Kai Hudetz and Sebastian van Baal on multi-channel retailing We speak of multi-channel retailing when a company or a brand with a co-ordinated range of products operates in several sales channels at the same time – for example, catalogue, internet and brick-and-mortar stores. Numerous examples show that the profitability of a company rises with an increased number of operating channels. It is not surprising, therefore, that more and more companies are becoming multi-channel players. For many of them, multichannel operations are essential if they are to avoid losing market share. The retail department of the E-commerce centre at the Institut für Handelsforschung (Institute for Retail Research) (IfH) at the University of Cologne studies the subject of online retailing and multichannel retailing in a highly professional manner. SHOP aktuell discussed the considerable potential of multi-channel retailing with the director of the centre, Dr. Kai Hudetz, and his scientific assistant Dipl.-Vw. Dipl.-Kfm. Sebastian van Baal in Cologne.

How has online retailing developed in recent years, especially compared with the prognoses of five years ago?

a market which is stagnant overall. The market share of online retailing currently lies at about 3.5 to 4 percent.

Hudetz: Five years or so ago companies were still doubling their turnover, but at a very low level. For a few years after that turnover increased at the high end of the double-figure range; now the increase is at the lower end of the double-figure range. This means that online retailing is continuing to gain a market share in

Is it not true that a large amount of this growth is being cannibalised from the mail order sector?

In online retailing we expect growth of 10 percent per year and a market share of 6 percent.” Kai Hudetz

Van Baal: Yes, of course. Apart from retailers like Amazon which only operate online there is a transition in the case of the big mail-order companies like Otto and Quelle from the classic catalogue business to online sales. Have there been any special developments in individual sectors? What is the situation today regarding sectors like travel agents and booksellers, which are considered to have been particularly hard hit? Van Baal: Anyone offering tourist ser­ vices today cannot afford to operate without an online option. The internet has become the most important channel for booking journeys, and anyone who does not offer this service is faced with the problem of no longer being able to serve a considerable sector of the market. Hudetz: Bookshops are a good example of the fact that there is clearly some sort of saturation point when it comes to online sales. During the phase of online euphoria in around 1999/2000 there were prognoses that the brick-and-mortar bookshop trade would lose more than half its business. The German Publishers and Booksellers Association assumes today that online turnover accounts for about 9 percent of the total turnover.

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SHOP Talk

That is quite a considerable amount, but it demonstrates clearly the justification for the brick-and-mortar bookshop. To what extent does the price transparency which is a result of the internet affect the economic viability of retailing? Hudetz: The increased transparency is a problem, of course, especially as the internet offers lower prices in virtually all product groups. Ultimately, however, the basic problem of the huge price alignment in the German retail sector is becoming more acute. And that is not only as a result of the internet.

As a sales channel, the internet has experienced a real boost as a result of the development towards multi-channel retailing. What exactly is understood by this term? Van Baal: When a retail firm sells products to consumers via several different sales channels, whereby there must be a fairly close correlation between the ranges of goods offered via the various channels. That means when a retailer sells completely different products, perhaps even with different names, through different channels, then we would not speak of multi-channel retail. Above which size of company would a multi-channel strategy make sense? Hudetz: You can’t really generalise about that. We know of one-man firms which operate a multi-channel strategy and are highly successful. Of course the denser the local branch network is, the greater the advantages will be. If you live in Hamburg and you are on a website where you come across a retailer who only operates a brick-and-mortar store in Munich, then it’s obvious that the impulse to purchase will only occur in exceptional cases. The interest of brick-and-mor tar stores in setting up an online channel is much greater than the interest of classic online providers in establishing a brick-and-mortar store. What do you think is the reason for this? Hudetz: One important reason is that most online retailers are operating within a growing market. They are not really in SHOP aktuell 105

The biggest mistake in multichannel sales is a lack of co-ordination between the different channels.� Sebastian van Baal the position of having to search for new sales channels. Things are different for those on the other side of the divide. And yet there are a number of online retailers which have entered the brick-and-mortar retail market. The best-known example is DocMorris. What do you see as being the greatest challenges and what are the biggest sources of mistakes in the establishment and realisation of a multi-channel strategy? Van Baal: For a brick-and-mortar retailer who also expands into online sales the main challenges are the organisation of the logistics and reasonably professional search-engine marketing. It seems to me, however, that the biggest source of mistakes is the failure to establish links between the different channels. For medium-sized retail companies in particular it is often the case that the staff of the brick-and-mortar branches has no interest in ensuring that the online channel runs smoothly because they are not involved in it in any way. That often results in the failure of multi-channel strategies at an early phase. Can you name any multi-channel concepts which you currently see as being particularly successful? Hudetz: I think Globetrotter is an excellent example. The interlinking between

the magnificent shops with printed catalogues which are available by every door and an online shop which is advertised in the first page of the print catalogue, but which also presents the brick-and-mortar shops in a prominent position and in great detail, is totally successful. And the staff, too, is directly and consistently involved. Another example is Deichmann. What I find remarkable here is the clever strategy for large sizes which has been integrated into the concept. Van Baal: And another example would perhaps be Tchibo. They have succeeded in establishing a uniform brand image across the different channels. What will be the market share of online retailing five years from now? Hudetz: That always involves a bit of crystal-ball gazing. We expect further growth in the region of about 10 percent per year. A market share of about 6 percent seems to us to be realistic in the medium term. Further growth might come from new technologies relating to mobile phone and digital-TV.

www.globetrotter.de www.deichmann.de www.tchibo.de www.ecc-handel.de

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SHOP Report Bründl, Kaprun

Text Sonja Scheidl

Photos Manfred Aigner, Blocher Blocher Partners, Bründl

Intersport Bründl’s new flagship store brings big-city flair to the idyllic Alpine setting.

Unusually different Intersport Bründl has developed from very small beginnings to become a widely respected medium-size sporting goods retailer with branches throughout the Salzburg Alps. The company’s latest success is the opening in October 2008 in Kaprun of the flagship store planned by Blocher Blocher Partners. At the foot of the Kitzsteinhorn glacier region an impressive experience concept awaits the international, active clientèle within the sports region. A network of professional partners in a range of disciplines realised the imposing presentation. Umdasch Shop-Concept was part of the team in its role as shopfitter. 16

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SHOP Report Bründl, Kaprun

Delighted at the success of the project: architects Dieter and Jutta Blocher with Umdasch Executive Director Helmut Neher at the opening celebration on 23 October 2008.

In line with its motto “Unusually different”, Bründl as local top address does not rely on classical advertising but offers instead a well-thought-out “values folder”.

“We are unusually different” is the Bründl slogan. It describes the approach to planning and execution of this medium-sized but by no means run-of-the-mill company. The renovation of the company’s main store in Kaprun is an indication of how seriously they take their motto. Architecture, design, service, atmosphere and advice combine to produce a harmonious overall effect which has been planned down to the last detail and which clearly has no intention of fitting quietly into the rural setting. In this case, being different also means having the courage of one’s convictions. To knock down the existing shop after seven years and then to build a new one which SHOP aktuell 105

was twice as large could even be considered slightly crazy, as Managing Director Christoph Bründl is the first to admit. He is convinced that “nowadays, only family-owned companies can afford to make a quick decision based purely on gut instinct despite top-level advisors.” It was 53 years ago that his father, Hans Bründl, started out with just 17 m² in Kaprun. Today his two sons Christoph and Bernhard operate the group’s 12 stores in the tourist resorts of Kaprun, Zell am See and Ischgl. Bründl’s expertise lies in the classic winter-sports disciplines and during the sumumdasch shop-concept

17


SHOP Report Bründl, Kaprun

Professional visual merchandising permits the store design to appear in the best possible light.

cial “Bründl gene” and have managed to recruit 175 staff members to date. The staff undergoes a continuous training process in the company’s own staff training school and through a variety of other further training schemes. Some of the instruments used include personality seminars, technical college attendance, study tours, nature workshops… A kitchen, hot meals every day and an energy massage room provide additional motivation. The company’s success proves it right: of the total of more than 100 apprentices who have completed their training to date, three are members of management today and another eight form part of the wider management team. Focus on the customer The “diagonal architecture” brings an element of tension into the goods presentation.

mer months in the outdoor, running, fitness and biking sectors. About one-third of their turnover comes from services related to skiing and snowboarding. It is a growing sector. Infected with the “Bründl gene” “With their knowledge, experience and commitment our staff represent our most valuable capital. These skills born of direct experience are what distinguish us from our competitors.” The Bründl group’s values folder describes how important the professional and personal development of the staff can be in a company. “We only want top-quality, genuine characters. We can’t do with compromise candidates,” reveals human resources manager Herbert Neumayer. So they look out for the spe18

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The new flagship store is designed as an expression of the company’s own corporate culture. Together with the Stuttgartbased team of architects Blocher Blocher Partners, Bründl developed a store concept which matched the requirements. “We live in a permanent contest for awareness. Architecture, design and ambience of a shop are important contributing factors to success,” comments Christoph Bründl. That applies particularly in a tourist resort like Kaprun, where the customers change virtually every day, and where they are seeking recreation and diversion. Christoph Bründl explains further: “For us the impression which our shop makes is very important. Does the customer notice the size and the unique atmosphere of the store, our attempt to convey a certain lifestyle? Can we make him smile with our advice and our service?” And so the aim is to generate a pleasant mood in the new store in order to increase the time customers spend there. A great deal has been done to achieve this: genuine added value is provided for customers in SHOP aktuell 105


SHOP Report Bründl, Kaprun

the form of a fireplace, comfortable chairs, bar, internet access points, 3D films, a trekking path and climbing wall to try out the outdoor equipment as well as a sound system of the type otherwise only found at Abercrombie & Fitch. In order to allow these comfort areas to have an effect, Bründl strikes a balance between presentation and product awareness. On the lower floor there is a children’s department and a ski, snowboard and boots hire section with its own workshop. On the ground floor Bründl aims primarily at a young, lifestyleoriented target group with accessories, trendy sports and leisure brands (Volcom, Billabong, Zimtstern…) and a snowboard shop. The first floor displays winter fashions and ski equipment. Since Bründl aims to improve the store’s year-round popularity, the second floor concentrates entirely on outdoor, fitness and tennis. During the summer months the ski department is reduced and Bründl then introduces an increased focus on cycling. A pyrotechnic display of architectural highlights The selection of materials in the new store represents a carefully balanced, authentic mix. The materials in use include oak (tables, back walls), decorative concrete (ceiling), steel (shelving) and granite (back walls). It is not only the interior of the sports store which offers a range of innovations, however. The spectacular architecture demonstrates the company philosophy outside as well. The exterior of the wedge-shaped building provides no visible indication of the number of floors inside. The spikes rising heavenwards and the diagonally ordered slats create an appearance which is full of excitement. The roof is divided into sections to allow the customer to see the view outside, creating a link between the artificial shopping world inside and the real landscape all around. The sections of the building are slightly staggered. The main entrance is almost in the middle and is positioned in a glass connecting section. “By staggering the building sections we have created a visual link with the Kitzsteinhorn,” explained the architect. A second entrance leads via a ramp-like staircase directly to the second floor with its panoramic glass façade. This results in improved customer frequency on the sales floors and provides an additional communication opportunity in the entrance area. The client, Christoph Bründl, summarizes the project thus: “Bold, polarising architecture, which in some ways serves as a provocation to the classic lederhosen-style environment.”

Architecture which puts customers in the mood.

The sports store in Kaprun wins the approval of customers through convenience, lifestyle and service, as is evident in the lounge in the women’s section and the service network station on the lower floor.

Quality writ large A project as “unusually different” as this one demands total professionalism and teamwork from all those involved. Once again, Umdasch Shop-Concept has demonstrated in the Intersport Bründl project its wide-ranging shopfitting expertise and its competence in complex projects involving a large number of partners. The company executed the concept developed by Blocher Blocher Partners in an ordered manner, to the highest quality and highly economically too. The service package included the preparation of the technical plans, the manufacture of the exclusive furnishings and the delivery and assembly of the shopfitting units within a very tight time window.  SHOP aktuell 105

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Shop Panorama

Welcome to SHOP PANORAMA! In addition to the wide-ranging reporting on specific topics relating to shop marketing and shop-design, since issue no. 103 SHOP aktuell has also offered you in SHOP PANORAMA an eye-catching photographic record of interesting and trend-setting new projects from the past months. The concept has met with widespread approval and we therefore aim to continue it on a regular basis.

It is, of course, neither a coincidence nor unintentional that the focus here is on new openings which have been executed in partnership with Umdasch Shop-Concept and/ or other members of the Umdasch Shopfitting Group. Nonetheless – or possibly for that very reason – the selected projects document the latest developments in store branding, architecture, shop and lighting design and good presentation. In most cases we provide brief background information about the company concerned and describe specific details of the project concerned. The standardised information box provides the main key facts. Here you can also see that the top achievements in shopfitting today are often achieved through the co-operation of an entire network of professionals from a variety of disciplines. For this issue of SHOP aktuell we have selected 14 examples from 9 different countries for SHOP PANORAMA:

Nr.

Project name

Location

Country

[1]

Sony

Salzburg

Austria

[2]

Milly

London

United Kingdom

[3]

XYZ

Podgorica

Montenegro

Of course, this selection represents only a handful of the projects in which Umdasch has been involved in recent months. You will find a further selection, constantly updated, on our website www.umdasch-shop-concept.com under the heading “References”; more detailed project information is also available under the heading “Presse/SHOP aktuell”. Spectacular shopping centre openings The second half of 2008 was also marked by the opening of a number of remarkable shopping centres. We have already reported elsewhere on the Westfield in London, the Westside in Berne and the Düsseldorf Arcaden. Umdasch was responsible for the shopfitting in a number of stores within these centres, for example Almaplena and Tiffany in the Westfield and Levi’s, Esprit, SportXX and the Bernaqua Shop in the Westside. The first phase of the gigantic Dubai Sector/range Page(s) Mall, which will total Electrical goods 21 350,000 m² sales area and 600 shops, also Fashion 22 opened its doors on 4 Fashion 23 November. Umdasch Fashion 24 Shop-Concept exeFashion 25 cuted the shopfitting for a noteworthy jewFood 26 ellery shop for Al MufFashion 26 tah; Umdasch is also Cigars, spirits 27 currently working on Optical goods 27 another luxury department store for the ParFashion 28 –­29 is Galler y (opening Sports 30 –­31 spring 2009).

[4]

Arteni

Tavagnacco

Italy

[5]

Sandro

Paris

France

[6]

Netto

Reykjavik

Iceland

[7]

Levi`‘s

Berlin

Germany

[8]

JJFox

Dublin

Ireland

[9]

Mc Optik

Langenthal

Switzerland

[10]

Esprit

Oberhausen

Germany

[11]

Bayard

Zermatt

Switzerland

[12]

Mayersche

Düsseldorf

Germany

Book

32 –­33

[13]

Tommy Hilfiger

Salzburg

Austria

Fashion

34 –­35

[14]

Heinemann

Hamburg

Germany

Travel retail

36 –­37

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Shop Panorama [1] Sony

Sony “Connectivity” staged in an attractive way Together with Umdasch, the Japanese electronics giant Sony has developed a new shop-in-shop generation for the electrical goods retail sector in Austria. The intention is to communicate the connectivity of the company’s own range of products at the POS. Sony aims to differentiate itself from its competitors through the compatibility of its appliances. During the course of 2008 a total of fifteen brand shops were established. One of them is at Stereoland Sänze in Salzburg town centre. The roll-out will be continued during 2009.

Infobox Location:

Stereoland Sänze Wiener Philharmonikergasse 3 5020 Salzburg Austria

Contact:

www.sony.at, www.sony.net

Sales area/ no. of floors:

90 m² / 1

Opening:

June 2008

Sector:

Electrical goods

Planning:

Sony; Umdasch Shop-Concept, Austria

Shopfitting:

Umdasch Shop-Concept, Austria

Shopfitting system:

Vitrina & brand-specific development

During the development of the new shop-in-shops emphasis was laid on sufficient space for advice and service.

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Shop Panorama Milly [2]

Milly Back to the 60s The New York designer Michelle Smith launched the brand Milly in 2000. The fashion label is presented in 1960s style as feminine, sexy, glamorous and playful. Milly is positioned in the luxury sector and is pursuing a policy of continuous expansion there. The collections are presented in top department stores and specialist stores worldwide. By opening a shop in the London department store Harrods Milly has taken another important step towards becoming a global luxury lifestyle brand. Infobox Location:

Harrods Knightsbridge, London United Kingdom

Contact:

www.millyny.com

Sales area/ no. of floors:

10 m² / 1

Opening:

October 2008

Sector:

Fashion

Planning:

HMKM, Umdasch Shop-Concept

Shopfitting:

Umdasch Shop-Concept, UK

Shopfitting system:

Brand-specific development

Consistent store branding combined with the meticulous retro look win over customers in the new Milly store in London.

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Shop Panorama [3] XYZ

XYZ High End Lifestyle With average growth rates of almost 50 percent during the past five years, the Sportina Group, founded in 1990, is taking advantage of the wind of change blowing through the Eastern European retail sector. The retail group currently operates 157 shops and has an exclusive brand portfolio. This can also be seen in the young multi-label group store XYZ, in which brands like Armani, Hugo Boss and Galliano are displayed. A pilot store has just been opened in Montenegro’s upwardly mobile capital Podgorica. Infobox Location:

Cetinjski put bb 8100 Podgorica Montenegro

Contact:

www.sportina-group.com

Sales area/ no. of floors:

1,400 m² / 1

Opening:

October 2008

Sector:

Fashion

Planning:

Schwitzke & Partner

Shopfitting:

Umdasch Shop-Concept, Slovenia

Shopfitting system:

Arena & brand-specific development

Lighting:

Ansorg

The new store offers a charming contrast between brick visual effects and futuristic design in the central area.

Photos: Oliver Tjaden

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Shop Panorama Arteni [4]

Arteni Tasteful design made in Italy Within the last few decades Arteni has developed into a successful “first address” in Friuli in northern Italy. The company operates 16 shops, including both mono- and multi-brand stores. The range extends across fashion, accessories, furnishing fabrics and shoes. Umdasch was in charge of creating a new appearance for the department of Young Fashion and Accessories in the 20,000 m² store in Tavagnacco. The new look is designed to show off to best advantage the exclusive goods and the large selection available. Infobox Location:

via Nazionale, 135 33010 Tavagnacco Italy

Contact:

www.arteni.it

Sales area/ no. of floors:

20,000 m² / 3

Opening:

September 2008

Sector:

Fashion

Planning:

Arch. Alessandra Genovese und Arch. Gianvittorio Plazzogna

Shopfitting:

Umdasch Shop-Concept, Italy

Shopfitting system:

Horizont & Branch-specific development

Floor:

SEEP

In-store decoration:

Venus S.r.l. (Visual merchandising), Window Mannequins (Shop window mannequins)

Following the refurbishing, Young Fashion and Accessories are arranged in an open sales area which is broken up by net-like dividing walls and oval-shaped changing rooms.

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Shop Panorama [5] Sandro

Sandro Less is more The French fashion label Sandro appeals to a trendy clientèle which places great value on quality. With Sandro Femme already represented at some 100 locations in Europe (mainly France but also Switzerland‚ Germany‚ Spain and Italy), the company opened its first store for men under the same brand-name in 2007. One of the new Sandro Homme boutiques is located in the Rue de Sevigné.

Infobox Location:

26 rue de Sevigné 75004 Paris France

Contact:

www.sandro-paris.com

Sales area/ no. of floors:

53 m² / 1

Opening:

October 2008

Sector:

Fashion

Planning:

DP Agencement

Shopfitting:

Umdasch Shop-Concept, France

Shopfitting system:

Brand-specific development

Lighting:

Erco, Voltex

Floor :

Autrement les Sols

Sandro Homme appeals to customers with its minimalist store design and clean lines. A small number of selected items are displayed.

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Shop Panorama Netto [6], Levi´s [7]

Netto Professional trading up Infobox Location:

Hverafold1-3 112 Reykjavík Iceland

Contact:

www.netto.is

Sales area/ no. of floors:

1,200 m² / 1

Opening:

October 2008

Sector:

Food

Planning:

Assmann Shop Design

Shopfitting:

Assmann Shop Design

Shopfitting system:

A25

Cooling technology:

Arneg

Lighting:

Design: Zumtobel, Supply: Iskraft

Floor:

toppgolf

In-store decoration:

Markhonnun (Graphics)

The Icelandic discount brand Netto has introduced a pleasant atmosphere and service in order to distinguish itself clearly from the price-dumping philosophy of its competitors. The shopfitting, which includes silver furnishings and low shelf units, also contributes to the ambience.

The renovated Berlin flagship store is regarded as an international pilot project for future Levi´s shops. A wide range of exclusive materials are employed: copper shelving, glass and mirror elements, leather tiles and floors…

Levi´s From Berlin around the world Infobox Location:

Kurfürstendamm 237 10719 Berlin Germany

Contact:

www.levis.com

Sales area/ no. of floors:

503 m² / 3

Opening:

August 2008

Sector:

Fashion

Planning:

Checkland Kindleyside

Shopfitting:

Umdasch Shop-Concept, Germany

Shopfitting system:

Brand-specific development

Lighting:

Zumtobel

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Shop Panorama [8] JJFox, [9] Mc Optik

JJFox New look for cigar empire Infobox Location:

119 Grafton Street Dublin 2 Ireland

Contact:

www.jjfox.ie

Sales area/ no. of floors:

65 m² / 1

Opening:

November 2008

Sector:

Cigars, spirits

Planning:

21Spaces (www.21spaces.com)

Shopfitting:

Umdasch Shop-Concept, Ireland

Shopfitting system:

Brand-specific development

JJFox in Grafton Street is one of the oldest cigar shops in the country. The renovation also included an extension of the spirits range. The mahogany and cedarwood furnishings and glass create a classical but contemporary exclusive design.

The opticians with the largest number of branches in Switzerland are in the process of modernising its entire branch network. Umdasch is currently busy renovating all 55 shops. The idea behind the new design is to do away with the rational-objective approach and introduce a new, emotional look.

Mc Optik Rollout with a view Infobox Location:

Marktgasse 4 4900 Langenthal Switzerland

Contact:

www.mcoptik.ch

Sales area/ no. of floors:

162 m² / 1

Opening:

August 2008

Sector:

Optical goods

Planning:

Brem + Zehnder

Shopfitting:

Umdasch Shop-Concept, Switzerland

Shopfitting system:

Brand-specific development

Lighting:

Design: Brem + Zehnder, Supply: RD Leuchten

Floor:

MPL

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SHOP Panorama Esprit [10]

The ground floor with the women’s fashion lines is spacious and light.

In the men’s section on the upper floor the smoked oak interacts with the coloured mirror glass surfaces.

Esprit Celebration 68/08

Esprit had every reason to celebrate in 2008. Since its founding by Susie and Doug Tompkins in San Francisco in 1968, the fashion and lifestyle company has been able to look back on an impressive success story. Today Esprit is one of the most successful fashion brands in the world with over 700 stores of its own and 14,500 partner areas. The success of the past years was celebrated under the motto “Celebration 68/08”. In addition to the global expansion into more than 40 countries to date, existing areas are constantly being updated in line with the latest store design. The existing flagship store in one of the largest shopping malls in Europe, the Centro in Oberhausen, has been completely renovated.

Infobox Location:

Centro/ Neue Mitte 46047 Oberhausen Germany

Contact:

www.esprit.com

Sales area/ no. of floors:

1,850 m² / 2

Opening:

September 2008

Sector:

Fashion

Planning:

Esprit/ Saal 3 Architecture

Shopfitting:

Jonas Oberhausen

Shopfitting system:

Esprit Architecture Dept.

Lighting:

Ansorg

The architecture is characterised by the various theme areas, since the growth of the brand is also reflected in the expansion of the various fashion lines − from the men’s sections on the upper floor via the young label EDC, Bodywear, Shoes, Kids, Time & Eyewear to a spacious accessories department. The various women’s styles are displayed on the ground floor with an elaborate new design which has created more space. The tiled ceiling and wall design of “de corp”, the latest line, is particularly eye-catching. The innovative design of the surfaces combined with Esprit’s characteristic selection of exclusive materials such as smoked oak, high-gloss surfaces and gold glazing results in a flagship store architecture which sets new standards. 28

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Shop Panorama Bayard [11]

Bayard Cosy sports world at the highest level Bayard is a specialist for ski and outdoor clothing. With several shops along Bahnhofstrasse in Zermatt the company is a first-division player among top addresses. It aims to appeal to tourists with an unusual shopping experience at the heart of the famous holiday resort. In doing so the family-owned company relies on a high-quality brand mix, competent advice and innovative shop architecture. The renovation of the branch on Bahnhofsplatz has resulted in an exclusive and welcoming ambience which aims to reinforce the recognition value of the Bayard brand. In order to gain additional sales area, the new store was designed as a so-called cocoon with two mezzanine floors. This bold move has resulted in some very interesting architectural spaces. Wooden windows, stairs and ceiling elements give the impression of shopping in a cosy mountain setting. The use of glass, steel, aluminium and special surfaces creates a welcome contrast with the wood. The floors consist of a special fine stone covering; the mezzanine floors were fitted out with solid oak beams. Overall there is a harmonious ambience, developed by Dössegger & Märk AG and executed by Umdasch ShopConcept.

Infobox Location:

Bahnhofsplatz 2 3920 Zermatt Switzerland

Contact:

www.bayardzermatt.ch

Sales area/ no. of floors:

650 m² / 3

Opening:

September 2008

Sector:

Sports

Planning:

Dössegger & Märk

Shopfitting:

Umdasch Shop-Concept, Switzerland

Shopfitting system:

Horizont & brand-specific development

Lighting:

Neuco

A stylish lounge with Alpine accessories on the ground floor is one of the highlights in the re-styled shop.

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Shop Panorama Mayersche [12]

Mayersche Impressive world of books “A passion for books … for generations.” That is the slogan with which Mayersche, the largest family firm on the bookshop scene in Germany, maintains its position in the face of competition from the big players among German booksellers. Mayersche’s network of branches covers large areas of North Rhine Westphalia. Thanks to the opening of numerous new stores during recent years, it is a network which has become increasingly dense. The bookshop hit the headlines in 2008 with its new six-floor flagship on the Königsallee in Düsseldorf. Mayersche took advantage of the prominent location surrounded by luxury brands to develop an innovative and very exclusive presentation. In Düsseldorf Mayersche adopts a new approach to minimalist architecture. The appearance of the full-range bookshop is characterised by simple cube shapes and materials in a range of colours which has been limited intentionally. The shelves are room-high and have been designed without backs, providing interesting snapshot views. The use of glass shelves increases the impression of transparency. The imposing staircase is particularly eye-catching. Red escalators wind their way up through the six floors, providing an impressive overview of the size of the store. There are plenty of facilities which encourage reading and resting: bars with bistro tables, a café, large book tables with reading places and chairs distributed throughout the store.

Infobox Location:

Königsallee 18 40212 Düsseldorf Germany

Contact:

www.mayersche.de

Sales area/ no. of floors:

4,400 m²/ 6

Opening:

August 2008

Sector:

Books

Planning:

Architecture: Bücken Interior design: Konrad Concept: Meire&Meire

Shopfitting:

Umdasch Shop-Concept, Switzerland

Shopfitting system

Classic & brand-specific development

Lighting:

Hilger- Ingenieurgesellschaft mbH für technische Ausstattung

The new flagship store provides numerous opportunities for customers to immerse themselves in the world of books and modern media. The information stands which can be turned through 360° and the spacious book tables are examples of the facilities.

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Shop Panorama Tommy Hilfiger [13]

Subtle colours, furnishings of dark brown ash and a rustic oak parquet flooring characterise the exclusive décor of the new Tommy Hilfiger store in the Getreidegasse.

Tommy Hilfiger American cool in a historical setting

Within the last twenty years, Tommy Hilfiger Fashion and the characteristic red-white-and-blue logo have come to represent the very embodiment of American lifestyle. For more than ten years, however, the international brand’s main growth area has been the European market. There Hilfiger has been achieving double-figure growth, earning more than fifty percent of its revenues. The company demonstrates the full strength of its brand name with a continuously expanding range of goods which extends from watches to home accessories and golf clothing. The company’s own retail activities play an important part in the Tommy Hilfiger approach. At the end of 2008 there were 68 Tommy Hilfiger stores in Germany alone, and 11 in Austria. One of them lies in the heart of Salzburg. The historical flair of the “Nussdorferhaus or Schwabenhaus” in Salzburg’s famous Getreidegasse lends the new Tommy Hilfiger store its particular appeal. The vaulted ceiling provides a welcome contrast to the typically American-inspired design. The store was created according to the “Anchor” concept. Characteristic is the exclusive presentation of the sportswear collection. The store makes use of such elements as backlit wall units and cash desks with leather surfaces. The exclusive line “TH Collection”, which is shown twice a year at the New York Fashion Week, is also available here for both men and women. 34

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Infobox Location:

Getreidegasse 25 5020 Salzburg Austria

Contact:

www.tommy.com

Sales area/ no. of floors:

213 m² / 2

Opening:

December 2008

Sector:

Fashion

Planning:

rpa:vision, Schwitzke Project

Shopfitting:

Umdasch Shop-Concept, German

Shopfitting system:

Classic & brand-specific development

Lighting:

Erco Lighting Nederland B.V.

Floor:

Buenker

In-store decoration:

Tommy Hilfiger Europe (various suppliers)

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aktuell 105 Lottes Photos:SHOP Dipl.Des. Sabine

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Shop Panorama Heinemann [14]

Heinemann World première for a new brand concept Heinemann is one of the top global players in the travel retail business. The Hamburg-based family firm operates 228 own shops at 47 international airports. Previously the company name appeared as a logo on the shop façade in a form which could only be identified with difficulty; in future, however, “Heinemann” is to be transformed into a brand with a high recognition level. Together with the famous Hamburg-based agency Syndicate Heinemann has developed its new brand appearance from the logo to shop design to shop architecture. The new concept was introduced in early December in the Airport Plaza in Hamburg. Umdasch was responsible for the shopfitting. The name “Heinemann” gleams in blue, red and silver above the pilot store in Hamburg. The glamorous appearance of the entrance continues within the shop itself. Different combinations of materials are used to create individually designed departments, making it easier for customers to find their way through the store. The clearly ordered arrangement of the goods on display provides further assistance in this respect. The main range (perfumes, branded goods) is presented according to type of goods (e.g. perfume), category (e.g. Men, Women) and then by brand. But not only the name and the design have changed. Heinemann’s range focuses on international brands at attractive prices together with a variety of surprise elements. One of the highlights is the island stage “Heinemann’s Choice”, where new ranges and trends are presented every two months.

Infobox Location:

Hamburg Airport Airport Plaza Germany

Contact:

www.gebr-heinemann.de

Sales area/ no. of floors:

1,350 m² / 1

Opening:

December 2008

Sector:

Travel retail

Planning:

Syndicate Brand & Corporate Design

Shopfitting:

Umdasch Shop-Concept, Austria

Shopfitting system:

Classic, Varo & Brand-specific development

Lighting:

CPA Lichtkonzept

Floors:

Syndicate Brand & Corporate Design Execution: Lindner

In-store decoration:

Terrahe

The new shop design is characterised by an individual combination of materials chosen to suit the different departments. The photo shows the spirits area where the back walls have been clad to look like a rock face.

For the first time the name Heinemann is visible at the POS. Owner Gunnar Heinemann comments: “By using our family name we aim to gain the confidence of our customers. We want them to make a conscious decision to shop at Heinemann.”

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SHOPS & SHOPPING Tokyo

Text Christian Mikunda

Shop Dramaturgy live in Tokyo

Of flagship stores and maid cafés As the glass door of the lift silently closed, the security man in the dark suit bowed and continued to wait, still bending forward, until we had swept out of the lift. Incredible, we thought, that he had just performed this service ritual yet again for the seventh time in succession: here, in the Nicolas G. Hayek Center on Ginza in Tokyo, there are seven independent lifts waiting for visitors, each one like a walk-in shop window in the style of the shop to which it would then bring the new arrival.

We had been travelling up and down throughout the district for the past half hour – into the wood-panelled lift of Blancpain, across to the Omega Shop, down in the appropriate glass lift with its transparent vitrines, five metres across the inner courtyard, into the jazzy Swatch lift and down into the subterranean Swatch universe. And in between the head of reception had to bow gain and again, whenever the lift in question departed. “Damn”, he probably thought, “they’re not customers – they’re just researching.” And he was right. Den38

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ise and I were preparing a brand-new learning expedition for the Umdasch Shop Academy. The Hayek Center will make a definite starting point. Ginza & Aoyama Tokyo has no centre as such. It consists of 23 city villages which are mostly grouped around a major railway station and which each also represent a particular shopping culture. In SHOP aktuell 105


SHOPS & SHOPPING Tokyo

Illuminated advertisements and video walls characterise the appearance of Tokyo at night.

recent years numerous star architects have built a temple for one of the international luxury brands. If you are looking for one of them, the first place to start is Ginza. There Massimiliano Fuksas lured us into the magnificent Armani store, a tower like a temple with a black interior and golden yellow shafts of light which are only recognisable upon second glance as an exploded Armani logo. Ginza was always a watchword for striking illuminated advertisements. Today the futuristic LED walls light up the temple-like shop fronts. On and around Omotesando in the Aoyama district you will find the shopping temples of Tod’s, Cartier, Issey Miyake and Comme des Garçons. Most spectacular of all is without doubt the multistorey Prada store by the Swiss architect pair Herzog & De Meuron, shining in the night like a walk-in crystal. We visited Buddhist temples and Shinto shrines and were delighted to find that the glorious effect of the shops could be explained by the temple architecture and temple rituals: magical good fortune on all sides. Just behind the grand boulevard, Tokyo suddenly looked like a village. The artSHOP aktuell 105

sy scene was selling antiques; young designers were celebrating their labels in little shops in low-rise houses; a hat shop appealed to us for its harmonious atmosphere and setting. We tried on the models on display – how bold and Japanese they were. And then we looked at the label: and saw that they were made by Mühlbauer in Vienna. What a global world we live in. Roppongi & Shibuya The new shopping centres in Tokyo lie in the heart of the city and form part of the life of the district in which they are located. They are not foreign bodies; they are surrounded by life,

Temple architecture and temple rituals are deeply rooted in everyday life.

Training hard for “Laden-Dramaturgie LIVE!”: Mag. Denise Mikunda-Schulz and Dr. Christian Mikunda with sumo wrestlers.

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SHOPS & SHOPPING Tokyo

The flagship stores of the top brands are the temples of today.

for example in Roppongi, whose bars and nightclubs become the city’s entertainment district after dark. “Roppongi Hills” is actually an urban entertainment centre, housing the headquarters of Asahi TV and a sensuous museum as well as a Hyatt hotel. Some flagship stores, like that of Louis Vuitton with its sophisticated LED “Staircase to Heaven”, and the Roppongi Residences are separated from the mall by a busy road. What should we do? Witty, sensuous objets d’art which you can sit on “erase”, so to speak, the presence of the road as a barrier. Art is omnipresent, too, in the nearby “Tokyo Midtown” mall. Dozens of artworks in the countless columns inside the centre virtually turn the mall into a gallery. Art spills over into the outside space as well, where a hyper-realistic rose some 20 metres tall and an enormous spider are among the landmarks. In summer, you can sit in front of the mall’s art museum (the second in the district) beside an artificial stream. For a few yen you can rent a mat and a towel so that you can dangle your feet in the water. These shopping centres are far removed from the monstrous out-of-town constructions; they have established their place in the urban setting and social life of the district in which they are located. The trend continues in Shibuya, albeit with a completely different basic ambience. Shibuya is famous for its giant screens on the façades of the buildings, for the pachinko halls, the karaoke 40

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bars, the “Love Hotels” (in two categories: “Stay” and “Rest”). It was in this youthful Tokyo that the equally youthful “Shibuya 109” was opened, with what is probably the largest collection of teen boutiques to be found anywhere in the world. In the smallest of spaces and over nine floors lie cheek by jowl – almost like in a bazaar – one self-contained world after another – each with its own atmosphere, its own lifestyle, its own special goods, music and lighting. The Bape flagship store is the star of Shibuya, with a special effect which made us curious enough to stop for a moment. As if borne by the hand of a phantom the shoes swept through the entrance of the former underground label. Maid shops & the cult of socks That was another one. She had just dashed past us. She looked like a doll which had come to life, representing a nineteenth-century maid. These “maids” are a cult in Japan, as well as in Korea, Singapore and Hong Kong. They are young girls of about twenty who choose to portray their favourite cartoon character. In the mangas they wear short skirts and look either cute or sexy. You can actually encounter them in person on the streets of Akihabara and Harajuku. Some of them are stars who record CDs, appear in television shows, dance and sing. They all visit the maid shops where they purchase their outfit. Tourists cannot believe their eyes when they see how risqué some of their costumes are. The Wonder Rocket Store in TakeSHOP aktuell 105


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The youth scene meets to go shopping in Takeshita Dori.

shita-dori is harmless enough; here you will meet sweet little sales girls and similarly-clad customers in an Alice in Wonderland enchanted forest. Lonely young men without a “date” visit maid cafés where the maids become waitresses, flirting gently with them and playing a children’s game with the guest for 500 Yen. Maids are part of the JOY phenomenon which is supposed to bring joie-de-vivre into everyday life in Japan. While some Japanese dress up, other young couples and businessmen prefer to visit cat cafés, where about ten cats are waiting to be stroked – a popular form of relaxation after work. The playful attitude to cult and joy continues in the shops. Very “in” at the moment are sock shops, in which you can not only pur-

chase the famous Japanese socks with ten toes, but also negligee socks which look like underwear. The Japanese also dress up their mobile phones in an equally playful manner; decorated with Swarovski stones or adorned with light diodes, they become portable light installations. In Tokyo, shopping culture and everyday fads are one and the same thing. Only at first glance does Toyko appear to be a westernised city; it also contains a wealth of secrets and curious features for anyone who penetrates beneath the surface.

2 x “Laden-Dramaturgie LIVE! Tokio” (“Shop Dramaturgy LIVE! Tokyo”) From 17.5 – 21. 5. 2009 and from 22.5 – 26. 5. 2009 Conference language German There were so many advance bookings that the first date for the popular shop expedition “Laden-Dramaturgie LIVE!” to Tokyo with Dr. Christian Mikunda was fully booked immediately the dates were announced. When SHOP aktuell went to print there were still a few vacancies for the second date (22 − 26 May 2009). Further information – including details of the programme and prices – can be found on our website www.umdaschshop-concept.com (pdf download) or from regula.wirth@umdasch.com.

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RETAIL EVENT

Text Reinhard Pender

Alpbach in Tyrol, the prettiest village in Austria, will provide the setting for the unusual retail forum “The Art of Stage Management II” from 15 − 17 October 2009.

Invitation to the retail event of the year

The Art of Stage Management II Alpbach/Tyrol, 15-17 October 2009

The International Retail forum “Die Kunst der Inszenierung II” (“The Art of Stage Management II”) will be staged from 15 − 17 October 2009 in the heart of the idyllic mountain landscape of Tyrol. This event will provide the international culmination of the wide-ranging programme of events organised by the Umdasch Shop Academy. Far away from the bustle of everyday life and stereotyped congresses, visitors can experience an unusual programme of exciting lectures and relaxation in unspoiled natural surroundings. The Alpbach International Retail Forum 2009 is the second event of its kind and will be offered in future every three years. Its multi-disciplinary programme introduces participants to secrets and success factors of stagings in a variety of fields (art/ culture; science/ research; trend and future research;

theatre/ film/ entertainment; architecture/ design; luxury consumer culture) by means of lectures, discussions and live experiences. Practical examples of successful staging from the world of retailing and a live visit (Swarovski Crystal Worlds) round out the programme. The international character of the event will be underlined by the provision of simultaneous German/ English translation of the lectures. The media partners are “TextilWirtschaft”, “Key Account” and “Handel Heute”.

Already part of the programme of the Alpbach Retail Forum: Peter Paul Polte (introduction), Dr. David Bosshart, Prof. Dr. Eckard Minx, Daniel Strolz, Dr. Christian Mikunda.

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Top international lecturers “The Art of Stage Management II” will be introduced by the publisher of TextilWirtschaft, Peter Paul Polte. When this issue of SHOP aktuell went to press the following lecturers had already agreed to speak: Dr. David Bosshart (CEO GDI), Prof. Dr. Eckard Minx (Director of the Reasearch Institute of Daimler AG), Daniel Strolz (Lech/Arlberg) and Dr. Christian Mikunda. Promising discussions are currently being held with further prominent speakers. The final (printed) programme will be available just before Easter. The provisional timetable is as follows:

Thursday, 15. 10. 2009 (Opening) from 6.00 p.m.:

Welcome desk in the Alpbach Congress Centre, registration

7.00 p.m.:

Welcome and opening

7.30 p.m.:

Opening lecture

8.30 p.m.:

Dinner

10.00 p.m.:

Open-air performance

Friday, 16. 10. 2009 (Congress programme) 9.00 – 10.30 a.m.:

Lecture block I

10.30 – 11.00 a.m.:

Break

11.00 a.m. – 12.30 p.m.:

Lecture block II

12.30 – 1.45 p.m.:

Business Lunch

1.45 – 3.15 p.m.:

Lecture block III

3.15 – 3.45 p.m.:

Break

3.45 – 5.15 p.m.:

Lecture block IV

7.30 p.m.:

Gala dinner with special guest speaker

Saturday, 17. 10. 2009 (Live performance) 9.00 a.m. – 12.00 noon:

Tour of Swarovski Crystal Worlds, Wattens

The modern Alpbach Congress Centre is gently embedded in the mountain landscape of Tyrol.

Excellent cost-effectiveness Thanks to the support of Umdasch Shop Academy’s event partners (EuroDisplay, Gerflor, RZB Leuchten and the brands of the Umdasch Shopfitting Group) it is possible to offer this unique event at a price of € 980.-- (plus VAT). The price covers two nights’ accommodation with full board. The price for optional additional nights’ accommodation and for accompanying persons who do not wish to participate in the event are equally moderate. You can obtain additional information about “The Art of Stage Management II” from Sonja.Scheidl@ umdasch.com, Tel. + 43/7472/605-1957. Ms Scheidl will be pleased to receive your registration for the event at any time.

picturesquely nestling on the mountainside. The “European Forum Alpbach” has earned for the village a reputation far beyond the boundaries of Europe as the “Village of Philosophers”. And yet, in Alpbach leisure and relaxation are also all around. Accommodation is available in four and three-star hotels with every comfort and authentic flair which fit into the overall appearance of the village. The Romantik Hotel Böglerhof, the Alpbacherhof and the Hotel Post are sure to be charming hosts. The Congress Centre is a pleasant stroll away from all three hotels.

Conferences in the loveliest village in Austria Philosophers, politicians and the business élite know and appreciate the unique character and atmosphere of Alpbach. They have found inspiration on the sunny plateau 1000 metres above sea level, far from the noise and bustle of the city. Each season has its own special charms, especially autumn ... Alpbach’s modern Congress Centre is an architectural jewel, SHOP aktuell 105

Alpbach lies in the Alpbach Valley, a side valley of the Inn Valley in Tyrol. Important distances: Inntal motorway A12 exit Kramsach/Brixlegg 12 km, Innsbruck 57 km, Munich 160 km, Salzburg 150 km. Innsbruck, Munich and Salzburg are the nearest airports if you are planning to fly.

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SHOP DESIGN

Text Reinhard Pender

Glass in shopfitting

A material for brilliant performances Glass has long been an important element in modern architecture. It permits constructions which impress by virtue of their lightness, creating rooms filled with light and permitting a unique contact between the inside and the outside. As a result of its functional and design properties glass today also plays an increasingly important role in shopfitting.

Glass possesses numerous technological and aesthetic properties which are not found similarly combined in any other material:

● Glass is ecologically friendly and economical. It demonstrates virtually no signs of age and possesses excellent transmission values. It can be produced in advance and recycled.

● Glass is efficient and multi-functional. Even a thin layer provides better protection from dampness, the sun’s rays, heat, noise and fire than all other building materials.

● Glass is full of contradictions: it is opaque and transparent, abstract and concrete, solid and firm and floating. Glass changes its appearance depending on the time of day.

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At the Paris Gallery in the Marina Mall in Abu Dhabi the action radius of glass is demonstrated in impressive bandwidth. Supported by lighting effects, the shelves, tables, vitrines and display cases characterise the glittering setting.

● Glass adds a dynamic element by providing a constantly changing appearance for a building and its relationship to its surroundings. ● Glass makes things visible; it emphasises constructions or other materials. ● Glass is both a screen and a support material. When left unprocessed it reflects the surroundings; as a projection surface it can be printed, etched, engraved, dyed, enamelled, painted, turned into a mirror, illuminated and holographed.

ing. On the subject of “carrying” there are, for example, glass shelves which form part of the shelving range available in several shopfitting systems with horizontal frames or slotted uprights. Cube systems (linked by nodes), display units and vitrines, indeed complete shelving systems are further familiar applications. Technological progress is continually extending the functional and design scope. Whilst metal or aluminium pre-formed uprights previously provided the load-bearing construction for glass vitrines, nowadays an “invisible” UV adhesive tech-

A particularly spectacular glass project in shop architecture is the Apple flagship in New York. A giant glass cube – like the Louvre Pyramid – forms the entrance area above ground. From there a suspended glass staircase leads down into the subterranean Apple kingdom proper. Innovations extend the scope of design In shopfitting there are a number of classic uses for glass such as dividing, protecting, veiling, reflecting, disguising and carrySHOP aktuell 105

The solution for the entrance of the Apple flagship in New York with aboveground glass cube and subterranean free-standing staircase demonstrates glass architecture at its very best.

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A fascinating array of vitrines on a marble base. Seen in the Abu Dhabi Mall. Shopfitting by Umdasch Shop-Concept.

Glass counter with integrated lighting and innovative goods security. Seen in the Paris Gallery (Mirdif Uptown, Dubai). Shopfitting by Umdasch Shop-Concept.

nique provides attractive free-standing solutions. Also gaining in popularity is coloured, printed and foil-covered glass as well as thermal and safety glass. Thanks to the continued development of bending techniques, curved forms are now possible in furnishing and shopfitting, extending still further the action radius of glass. The interplay of glass and light has a very special charm. And so Umdasch continues to work unceasingly on the development of special lighting solutions. From integrated illumination for glass shelving using conventional and LED techniques to sophisticated solutions for vitrines – with light and glass it is possible to create impressive effects for goods presentation, especially at the exclusive end of the spectrum. Such solutions are often chosen for ranges of goods such as watches and jewellery, top-quality accessories and perfumery articles. Last but not least, in the duty free and travel value sector you will find extensive areas filled with vitrines and display units. Glass also protects items from undesirable access without detracting significantly from the goods presentation. In this area, too, there have been a number of interesting innovations. For 46

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example, the Viennese company EMO Electronics has developed an intelligent system for securing furnishings and glass cases. An electronic locking technique replaces the usual system of keys and ensures that only authorised persons can open the unit. The integrated monitoring of the door provides a reminder when a door remains open for too long and also locks it again automatically. The system works with chip data carriers which can be programmed with different authorisations. In addition,

The security system by MEMO Electronics functions with a chip which can also be worn as a bracelet.

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The glass shelving, tables and gondolas in the Armani shop at Frankfurt airport are secured using keyless technology.

Swarovski flagship store in Tokyo. The concept name “Crystal Forest” also applies to the furnishings.

Presentation furniture of glass is also ideally suitable for accessories. Seen at Tanner Krolle in London. Shopfitting by Umdasch Shop-Concept.

motorised sheets of glass can be used for special presentation and demonstration effects. Last but not least, glass in shopfitting is also used for shop windows and mirrors. In its function as a mirror glass can alter the effect of a room; above all, it can make it larger and give it form. As a mirror in or in front of the changing rooms the material also has an important role to play in the sales process (a subject to which we shall return on a future occasion). Impressive glass projects Be it in planning, project management, production and acquisition – the experts at Umdasch Shop-Concept study systematically the latest glass technologies and the optimal use of glass in various projects. The nerve centre of the entire process is glass technology expert Thiemo Kienel, who also co-ordinates the co-operation with the company’s various partners in the glass industry. The list of shopfitting projects executed by Umdasch in which glass played an important role is long and littered with famous names. SHOP aktuell 105

Because of the exclusive goods on display, glass plays an especially important role in shop design in the shopping areas of airports. The projects in which Umdasch Shop-Concept was involved at the Ben Gurion airport in Tel Aviv and the airport in Dubai are spectacular indeed. And glass is also an important material in the numerous airport stores of Gebrüder Heinemann. The large expanses of glass display units designed by Umdasch for luxury department stores such as Harrods (London), Tsum (Moscow), Saks Fifth Avenue (Dubai), Fitaihi (Jeddah) and Paris Gallery (Dubai and Abu Dhabi) are particularly impressive. In these locations the glass presentation furniture interacts with tailor-made lighting solutions to show to best advantage the ranges of items such as watches, jewellery, high-quality writing utensils, accessories, electronics articles and perfume. It almost goes without saying that glass determines the appearance of the current Swarovski concept Crystal Forest, for which Umdasch fitted out the flagship stores in London and Tokyo.

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SHOP Events

Mark Faithfull moderierte ­ UK-Forum Mark Faithfull presented UK Forum

Freuten sich über gelungenes UK-Forum (v.l.n.r.): Vince Gunn, Mark Faithfull, Ing. Roman Fußthaler (Geschäftsführer Umdasch UK), Dr. Horst König (Geschäftsführer Umdasch Amstetten), Ruth Andrade, Organisatorin Anneliese Halbartschlager, Luke Pearson. Visibly pleased at the success of the UK forum (from l. to r.): Vince Gunn, Mark Faithfull, Ing. Roman Fußthaler (Managing Director Umdasch UK), Dr. Horst König (Managing Director Umdasch Amstetten), Ruth Andrade, Organiser Anneliese Halbartschlager, Luke Pearson.

Der renommierte ­H andelsjournalist Mark Faithfull moderierte am 13. November 2008 im trendigen Club Maya das bereits zweite Londoner Umdasch ShopConcept-Forum. Die zahlreichen Gäste erlebten einen informativen und stimmungsvollen Abend. Unter dem Titel „Innovation Generation“ zeigten drei TopReferenten unkonventionelle Wege, um trotz Finanzkrise und Konsumflaute auf der Erfolgsspur zu bleiben: ­Vince Gunn (ehemaliger CEO der Buchhandelskette Blackwell), Luke Pearson (Gründer der Designagentur Pearson/Lloyd), Ruth Andrade (Umweltbeauftragte bei Lush). The well-known retail journalist Mark Faithfull presented the second Umdasch Shop-Concept-Forum in fashionable Club Maya in London on 13 November 2008. The numerous guests enjoyed an informative evening with a congenial atmosphere. Under the title “Innovation Generation” three top lecturers showed unconventional ways of remaining successful despite the financial crisis and stagnant sales: Vince Gunn (former CEO of the retail bookshop chain Blackwell); Luke Pearson (founder of the design agency Pearson/Lloyd); and Ruth Andrade (environmental representative at Lush). 48

umdasch shop-concept

EuroShop Retail Design Award 2009 goes to Nike On 12 January 2009, on the occasion of the National Retail Federation trade fair in New York, the EHI and Messe Düsseldorf presented the EuroShop Retail Design Awards 2009 for the best stores worldwide. The winners, who were judged by the international team of experts to be of equal merit, are American Girl (Chicago), Nike Town (London) and Romanticism (Hangzhou/China). The nomination of Nike Town in London meant that the latest winners included a project in which Umdasch ShopConcept played an essential role as shopfitter. This was also the case last year, when Globetrotter (Cologne) was among the winners.

The awards presentation ceremony (from l. to r.): Wade M. Opland (American Girl), Ulrich Spaan (EHI), Günther Berger (Umdasch), Claudia Horbert (EHI), Elke Moebius (EuroShop).

Dr. David Bosshart in Zürich, Paris, Lausanne, Alpbach Dr. David Bosshart in Zürich, Paris, Lausanne, Alpbach Dr. David Bosshart, CEO des Gottlieb Duttweiler Institutes in Rüschlikon/ Zürich, steht als Referent bei Umdasch Shop-Concept-Foren hoch im Kurs. Am 3. November 2008 referierte er beim 23. Schweizer Forum unter dem Titel „Hausmannskost statt Einheitsbrei?“ in Regensdorf/Zürich. 2009 bestreitet Bosshart zwei Umdasch-Foren in französischer Sprache, und zwar am 13. Mai in Paris und am 18. Juni in Lausanne. Schließlich ist der GDI Boss auch im hochkarätigen internationalen Referentenportfolio vertreten, das beim Internationalen Alpbacher Handels-Forum vom 15. bis 17. Oktober 2009 „Die Kunst der Inszenierung“ entschlüsselt.

Dr. David Bosshart, CEO of the Gottlieb Duttweiler Institute (GDI) in Rüschlikon/Zürich, is a popular lecturer at the forums held by Umdasch Shop-Concept. On 3 November 2008 he held a lecture entitled “Hausmannskost statt Einheitsbrei?” (“Home cooking instead of the same old stodge?”) at the 23rd Swiss Forum in Regensdorf/Zürich. In 2009 Bosshart will be participating in two Umdasch forums in French: on 13 May in Paris and on 18 June in Lausanne. Finally, the head of the GDI will also be a member of the illustrious international team of lecturers who will be decoding “Die Kunst der Inszenierung” (The Art of Stage Management) at the Alpbach International Retail Forum from 15−17 October 2009. Dr. David Bosshart (links) im Gespräch mit UmdaschSchweiz-Geschäftsführer Christian Binder. Dr. David Bosshart (left) talking to Christian Binder, Managing Director of Umdasch Switzerland.

SHOP aktuell 105


SHOP Events

Five new seminars at the Umdasch Shop Academy

The Umdasch Shop Academy Seminar Programme 2009 covers more than 50 events in ten countries.

The printed version of the Umdasch Shop Academy seminar programme 2009 was published at the beginning of the year. The programme includes five completely new seminar formats, two “repeat performances” and a number of tried and tested titles. Retail professionals have a choice between 14 different seminar topics at some 50 events in ten countries. The new additions to the programme of the Umdasch Shop Academy include, for example, a rather different sales seminar with Claudia Engel-Hutner. It is entitled “Das Drehbuch für den erfolgreichen Verkauf” (“A script for successful sales”) and it focuses on the synchronisation of shop design and goods presentation with advice and sales. It provides a way of raising turnover and results considerably. The workshop “Professionelle Standort- und Filialnetzoptimierung” (“Professional location and branch network optimisation”) covers a hotly disputed topic which is directed in particular towards “multipliable concepts”, in oth-

er words chain stores, vertical retailers and brands. Lecturers from three different disciplines will be taking part in this event: Dr. Stephan Mayer-Heinisch, President of the Chamber of Commerce, Mag. Arndt Traindl and Mag. Hannes Lindner (Standort+Markt). Further additions to the programme include a store branding seminar specially geared towards chemist’s shops; a lighting seminar at RZB; a “local top dog” seminar for the Swiss market and a Mikunda Theory Seminar entitled “KAUFGEFÜHLE” (“Sales emotions”), which will be offered from autumn 2009 as a Limited Edition. You will find reports on the Alpbach International Retail Forum “The Art of Stage Management II” and the shop expedition “Laden-Dramaturgie LIVE!” (“Shop Dramaturgy LIVE!”) to Tokyo elsewhere in this magazine (pages 38–41 and 42–43). Three distinguished partners – RZBLeuchten, Gerflor and EuroDisplay – will be supporting the activities of the Umdasch Shop Academy in 2009. The Academy has already established itself as the élite training school within the German retail scene, and in some respects even beyond. The Calendar of Events on pages 50–51 provides an overview of the spring dates. We shall be pleased to send you the complete programme with all details upon request. Our website will also always provide you with the latest information: www.umdasch-shop-concept.com.

Simonetta Carbonaro in Vienna on 12 May 2009 Consumer psychologist Simonetta Carbonaro will be a guest speaker at the Umdasch Shop-Concept Forum on 12 May 2009 in Vienna.

The subject of authenticity will be the main focus of the 34th Austrian Umdasch Shop-Concept Forum on 12 May in Vienna. Under the title “Mit Authentizität aus der Krise” (“With authenticity out of the crisis”) the consumer psychologist Simonetta Carbonaro will invoke a strategy of genuine quality. Ms Carbonaro’s fields of expertise include innovation management and strategic design management; she is also Professor of Humanistic Marketing and Design at the University of Boras in Sweden and a member of the research centre of the Domus Academy in Milan. Ms Carbonaro is currently establishing a specialist centre for new marketing strategies in saturated markets and is researching the fields of consumer behaviour and social and cultural changes in our global society.

250 visitors at the Lower Austria Retail Conference The retail conference 2008 of the Lower Austria Chamber of Commerce was held on 4 November 2008 in the Umdasch InfoCenter in Amstetten. Some 250 guests visited the Umdasch ShopShow The panel of experts discussed the opportunities for the “New Centre”: Christof Kastner (Kastner), Mag. Dorothea Hagenauer-Stattmann (AC Nielsen), Dr. Stephan Mayer-Heinisch (Retail Association), Dr. Jutta Pemsel (Kaufstraße), Mag. Werner Weber (Libro) and presenter Ronald Barazon.

SHOP aktuell 105

during the afternoon in order to learn how the “New Centre” should best be presented in the retail sector. The quintessence of the lectures and discussions was that there is no room for mediocrity in the gap

left between discount stores and luxury retailers, but that there are plenty of opportunities for companies which know what they stand for and which are able to communicate their message clearly.

Presenter Ronald Barazon, Managing Director Dr. Reinhold Süßenbacher, Chairman of the Board Helmut Neher, BR Sonja Zwazl, President of the Lower Austria Chamber of Commerce, and Josef Schirak, branch representative of the Lower Austria Chamber of Commerce, were delighted to see the Umdasch InfoCenter full of guests.

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49


Bücher Books Kalender Calendar

Neue Bücher New Books (German editions) D. Bosshart, M. Kühne

T. Conran, S. Bayley

Discount Forever

Design

Hat das Mark tkonzept Discount ausgedient? ­Welche Entwicklungen haben die Günstiganbieter in den letzten Jahren durchlebt? Wie sieht der Discounter von morgen aus? Die neue GDI-Studie liefert Antworten. Zuerst wird die Entwicklungs­ geschichte des Discount-Phänomens erläutert, ­anschließend Zukunftsperspektiven abgeleitet.

Terence Conran, einer der einflussreichsten Designer unserer Zeit, macht in diesem Buch gemeinsam mit Designexperten, Juroren und Kritiker Stephen Bayley einen Streifzug durch die Welt der einflussreichsten Strömungen und aufregendsten Kreationen des 20. Jahrhunderts. Eine kurzweilige Lektüre, die Produkt, Möbel-, Mode-, Automobil- und Grafikdesign(er) präsentiert.

Gottlieb Duttweiler Institut, Zürich 2008, 64 Seiten ISBN 978-3-7184-7041-9 90 SFr

Callwey, München 2008, 336 Seiten ISBN 978-3-7667-1761-0 49,95 €, 83,90 SFr

Jay Conrad Levinson

Sabine Ross

Guerilla Marketing des 21. Jahrhunderts

Warenpräsentation im Textileinzelhandel

„Effektiv werben kann man mit jedem Budget!“ meint Levinson in seinem neuen Buch. Er präsentiert darin die neuesten Erkenntnisse aus dem Guerilla Marketing und beschreibt kreative Ideen und Aktionen, die mit kleinem Mitteileinsatz große Wirkungen zeigen. Praktische Beispiele und eine Aufzählung der 200 Waffen des Guerilla Marketings runden das Werk ab.

Sabine Ross, lange Zeit Visual Merchandising-Beraterin bei Esprit – heute bei Gaastra, fasst die Basics der optimalen Warenpräsentation in ihrem neuen Buch zusammen. Zahlreiche plastische Grafiken und Farbfotos sowie kurze, klare Beschreibungen erleichtern den Lesern die direkte Umsetzung.

Campus, Frankfurt/Main 2008, 439 Seiten ISBN 978-3-593-38708-6 39,90 €

Deutscher Fachverlag, Frankfurt/Main 2. aktualisierte Auflage, 2008, 141 Seiten ISBN 978-3-86641-186-9 78,00 €

Event-Kalender Calendar of events* Date

Location

Event

Type

Information

10. – 13. 3. 2009

Cannes

MIPIM

Real Estate Summit

www.mipim.com

11. 3. 2009

Amstetten

Store Branding für Apotheken

Eintagesseminar, Max Wöss

www.umdasch-shop-concept.com

17. 3. 2009

Amstetten

Das Drehbuch für den erfolgreichen Verkauf

Eintagesseminar, Claudia Engel-Hutner

www.umdasch-shop-concept.com

18. 3. 2009

Oberentfelden

Store Branding

Eintagesseminar, Max Wöss

www.umdasch-shop-concept.com

18. 3. 2009

Verona

Visual Merchandising

Seminario della durata di un giorno, Lipp/Cappanera

www.umdasch-shop-concept.com

19. 3. 2009

Frankfurt/Main

Partner Stores 2009

Konferenz

www.TextilWirtschaft.de/psk2009

19. 3. 2009

Ljubljana

Ladengestaltung für Praktiker

Eintagesseminar, Consult Portfolio

www.umdasch-shop-concept.com

23. – 25. 3. 2009

Las Vegas

GlobalShop

Retail Design Fair

www.globalshop.org

24. 3. 2009

Düsseldorf

Das Drehbuch für den erfolgreichen Verkauf

Eintagesseminar, Claudia Engel-Hutner

www.umdasch-shop-concept.com

24./25. 3. 2009

Wiesbaden

Handelswerbung 2009

Kongress

www. conferencegroup.de

25. 3. 2009

Oberentfelden

Wie Platzhirsche ihr Revier behaupten

Eintagesseminar, Traindl/Jenny

www.umdasch-shop-concept.com

20. 4. 2009

Renens

Visual Merchandising

Séminaire d´un jour, Brigitte Beeler

www.umdasch-shop-concept.com

21. 4. 2009

Amstetten

Store Branding

Eintagesseminar, Max Wöss

www.umdasch-shop-concept.com

21. 4. 2009

Neidenstein

Visual Merchandising für Praktiker

Eintagesseminar, Irmgard Heyd

www.umdasch-shop-concept.com

22. – 24. 4. 2009

Barcelona

ICSC Europe Conference

Shoppingcenter Conference

www.icsc.org

6. + 7. 5. 2009

Oberentfelden

Visual Merchandising für Praktiker

Eintagesseminar, Irmgard Heyd

www.umdasch-shop-concept.com

6. – 8. 5. 2009

Barcelona

World Retail Congress

International Retail Congress

www. worldretailcongress.com

7. 5. 2009

Wien

11. Europäisches EKZ-Symposium

Kongress

www.regioplan.at

12. 5. 2009

Wien

Umdasch Shop-Concept-Forum

Abendveranstaltung, Simonetta Carbonaro

www.umdasch-shop-concept.com

50

umdasch shop-concept

SHOP aktuell 105


Bücher Books Kalender Calendar

(German/English editions) Textilwirtschaft (Hrsg.)

Christine Anna Bierhals

Läden 2008

green designed: Fashion

Zum 20-jährigen Jubiläum bekommt Läden ein neues Layout. Unverändert bleibt die bewährte Berichterstattung über Neueröffnungen und Umbauten im Textileinzelhandel. Die 52 ausgewählten Stores, darunter Airfield Köln, Gucci New York, Banana Republic London, können dem Leser auch als Impulsgeber für die eigene Ladengestaltung dienen.

A “green” conscience is currently in fashion, in the fash­ion sector as well as elsewhere. This book there­fore presents 55 innovative fashion designers and projects where production is geared towards an environmental and socially sustainable scale or has already fulfilled such criteria. Among the concepts introduced in this new publication are the ecological collections of labels such as Adidas, Levi’s, Nike and Filippa K.

Deutscher Fachverlag, Frankfurt/Main 2009, 165 Seiten ISBN 978-3-86641-150-0 98,00 €

avedition, Ludwigsburg, 2008, 168 pages ISBN 978-3-89986-103-7 29.90 €, 49 SFr

E. Händeler, Ch. Rauch

Conway Lloyd Morgan

Silberne Revolution

Trade Fair Design Annual 2008/2009

Die Studie „Silberne Revolution“ zeigt, welche Herausforderungen und Chancen sich für die Gesellschaft und insbesondere Unternehmen aus dem demografischen Wandel ergeben. Die Autoren sind sich einig: Gesundheit wird zur Schlüsselressource und rückt immer stärker in den Fokus von Arbeit, Freizeit und Konsum. Zukunftsinstitut (www.zukunftsinstitut .de), Kelkheim 2008, 92 Seiten ISBN 978-3-938284-38-4 175,00 €

Although the technology revolution is leading to an increasingly virtual approach to communications, for many companies the trade fair stand remains a key element in any marketing strategy. This is evident in the only yearbook in the trade fair design scene worldwide. The current edition presents 40 outstanding stands, including a number of EuroShop presentations. avedition, Ludwigsburg 2008, 224 pages ISBN 978-3-89986-101-3 69.90 €, 118 SFr

Date

Location

Event

Type

Information

13. 5. 2009

Paris

Umdasch Shop-Concept-Forum

Abendveranstaltung, Dr. David Bosshart

www.umdasch-shop-concept.com

17. – 20. 5. 2009

Las Vegas

RECon

Retail Real Estate Convention

www.icsc.org

17. – 21. 5. 2009 + 22. – 26. 5. 2009

Tokio

Laden-Dramaturgie LIVE!

Shop Expedition

www.umdasch-shop-concept.com

26. 5. 2009

Amstetten

Ladendiebstahl LIVE!

Eintagesseminar, Alfred Fuchsgruber

www.umdasch-shop-concept.com

3. 6. 2009

Amstetten

Professionelle Standort und Filialnetzoptimierung

Eintagesseminar, Traindl, Mayer-Heinisch, Lindner

www.umdasch-shop-concept.com

8. 6. 2009

Zürich

Umdasch Shop-Concept-Forum

Abendveranstaltung

www.umdasch-shop-concept.com

9. 6. 2009

Bozen

Ladengestaltung für Praktiker

Eintagesseminar, Consult Portfolio

www.umdasch-shop-concept.com

9. – 10. 6. 2009

Amsterdam

7th Annual European Summit

Retail Technology Event

www.ehi.org

16. 6. 2009

Düsseldorf

Store Branding

Eintagesseminar, Max Wöss

www.umdasch-shop-concept.com

17. 6. 2009

Oberentfelden

Ladendiebstahl LIVE!

Eintagesseminar, Alfred Fuchsgruber

www.umdasch-shop-concept.com

17. – 18. 6. 2009

London

The RLI Global Opportunities Conference

International Retail Conference

www.rli.uk.com

18. 6. 2009

Amstetten

Ladengestaltung für Praktiker

Eintagesseminar, Consult Portfolio

www.umdasch-shop-concept.com

24. 6. 2009

Oberentfelden

Mehr Ertrag auf gleicher Fläche

Eintagesseminar, Christian Göggerle

www.umdasch-shop-concept.com

24. – 26. 6. 2009

Hong Kong

Retail Asia Expo & Congress

Retail Fair & Congress

www.retailasiaexpo.com

15. – 17. 10. 2009

Alpbach

Die Kunst der Inszenierung II

Int. Handels-Forum (English simultaneous translation)

www.umdasch-shop-concept.com

26. 2. – 2. 3. 2011

Düsseldorf

EuroShop

The Global Trade Fair

www.euroshop.de

* The event information is supplied in the language of the event.

SHOP aktuell 105

umdasch shop-concept

51


Der bemerkenswerteste Handels-Event des Jahres findet mitten in den Tiroler Alpen statt (siehe Seiten 42 – 43). Termin vormerken und buchen! The most remarkable retail event of the year will take place in the heart of the Tyrolean Alps (see pages 42 – 43). Please note the date and book in good time!

www.umdasch-shop-concept.com Member of the Umdasch Shopfitting Group

Umdasch Shop-Concept GmbH A-3300 Amstetten Tel. +43 7472 605-0, Fax 63487 usca@umdasch.com Umdasch Shop-Concept AG CH-5036 Oberentfelden Tel. +41 62 7372525, Fax 7372550 usco@umdasch.com Umdasch Shop-Concept GmbH D-74933 Neidenstein Tel. +49 7263 401-0, Fax 401-145 uscn@umdasch.com

Umdasch Shop-Concept SAS F-91160 Champlan Tel. +33 1 60491840, Fax 60491841 uscf@umdasch.com Umdasch Shop-Concept Ltd. GB-Oxford OX4 1LF Tel. +44 1865 207800, Fax 207801 uscuk@umdasch.com Umdasch Shop-Concept Ltd. IRL-Dublin 6W Tel. +353 1 490 99 41 uscir@umdasch.com

Umdasch Shop-Concept S.r.l. I-39055 Pineta di Laives (BZ) Tel. +39 0471 958700, Fax 958777 uscbz@umdasch.com Umdasch Shop-Concept GmbH NL-7556 BN Hengelo (Ov.) Tel. +31 74 2467360, Fax 2504423 uscnl@umdasch.com Umdasch Shop-Concept spol. s r.o. CZ-37001 České Budějovice Tel. +420 387022011, Fax 7022013 budweis@umdasch.com

Umdasch Shop-Concept L.L.C UAE-Dubai Tel. +971 4 3618462, Fax 3618335 uscme@umdasch.com ShopConsult by Umdasch GmbH A-3300 Amstetten Tel. +43 7472 605-0, Fax 605-3500 consult@umdasch.com

Umdasch Shop-Concept and the Umdasch Shopfitting Group are also available in the following planning and sales offices as well as at the following locations (selection). Austria: Vienna, Traun, St. Martin, Innsbruck, Klagenfurt. Switzerland: Münsingen (Berne), Renens (Lausanne). Germany: Hamburg, Oberhausen, Monheim, Bad Hersfeld, Bamberg, Hofheim/Wildsachsen. Netherlands: Delft. France: Claix/Grenoble. Italy: Parma, Milan, Roncadelle. Spain: Madrid. Sweden: Gothenborg. Norway: Oslo. Slovenia: Slovenska Bistrica. Croatia: Zagreb. Serbia: Belgrade. Poland: Warsaw. Greece: Athens. Israel: Tel Aviv. Saudi Arabia: Jeddah. Canada: Toronto. USA: New York, Newport Beach/CA. And wherever else your business takes you!

www.umdasch.com • www.umdasch-shop-concept.com • www.assmann.at • www.jonas-shop.com • www.shopconsult.at

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