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

106

Alpbach Retail Forum 15. – 17. 10. 09 Area systems under examination

Top Project: O’Neill, Amsterdam

Trends in floor design


SHOP Inhalt Contents

SHOP TALK mit Stefan Ruzowitzky über „Die Kunst der Inszenierung“ – Seiten 10 – 11 SHOP TALK with Stefan Ruzowitzky on “The Art of Stagecraft” – pages 10 – 11

Flächenpartnerschaften am Prüfstand – Seiten 12 – 17 Retail space sharing under examination – pages 12 – 17

Wie man Kaufgefühle weckt – Seiten 40 – 43 How to encourage customers to buy – pages 40 – 43

Trends in der Bodengestaltung – Seiten 44 – 47 Trends in floor design – pages 44 – 47

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

4 – 5

RETAIL EVENT Die Kunst der Inszenierung II, Alpbach Stagecraft in Retailing II, Alpbach

6 – 9

SHOP TALK Oscar-Preisträger Stefan Ruzowitzky über „Die Kunst der Inszenierung“ Oscar prizewinner Stefan Ruzowitzky on “The Art of Stagecraft”

Christine Crepaz und Philip Fürmann entwickelten im Rahmen einer Studienarbeit der FH Salzburg das Konzept „Aquatheque – alle Wasser dieser Welt“ auf 300 m² – siehe auch Seiten 48 – 49. Christine Crepaz and Philip Fürmann developed the concept ”Aquatheque − all the waters of the world” over an area of 300 m² as part of a study project at Salzburg Technical University (see also pages 48 – 49).

10 – 1 1

SHOP CONCEPT TOPIC Flächenpartnerschaften am Prüfstand Retail space sharing under examination Die 7 Hochgefühle und wie man sie weckt The Seven Feelings of Elation and How to Arouse Them

40 – 4 3

SHOP REPORT O’Neill, Amsterdam

18 – 2 1

SHOP PANORAMA Kaubamaja, Swer, Kastner & Öhler, Humanic, Noppies, Eurospar, DublinT1X, Gleis4, Boday-Bulloni, Abu Dhabi Terminal 3, Giorgio Martello

22 – 3 9

SHOP DESIGN Trends in der Bodengestaltung Trends in floor design

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 106

12 – 1 7

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SHOP Editorial

SHOP Inside

Paradigmenwechsel Paradigm shift

FAIRPLAY – CSR by Umdasch Shop-Concept

Liebe LeserInnen, nicht wenige Experten gehen davon aus, dass es im Gefolge von Wirtschaftskrise und längst gese l lsc haf tsfä hig e n Reinhard Peneder SHOP aktuell „Green-Trends“ zu Chefredakteur einem Paradigmen- Editor-in-Chief wechsel im Konsum kommen wird. Neue Handelsformate werden sich etablieren, lokale Märkte eine Renaissance erleben. Ein kleines Puzzle in dieser spannenden Entwicklung ist, dass das Erfolgsmodell der Flächenpartnerschaften zunehmend auf dem Prüfstand steht. U. a. darüber berichten wir in dieser Ausgabe von SHOP aktuell. Die Zukunft des Handels steht auch im Mittelpunkt des Internationalen Alpbacher Handels-Forums DIE KUNST DER INSZENIERUNG II vom 15. bis 17. Oktober 2009. Bei dieser einzigartigen Veranstaltung referieren hochkarätige Experten aus verschiedenen Disziplinen. Da sollten Sie unbedingt dabei sein!

The change of values in the consumer world makes a professional approach to the subject of sustainability an essential factor for the retail sector. In the internet age the way a retailer uses resources and his attitude towards social responsibility have become highly transparent for the consumer. The main focus is on the economical use of natural resources, environmentally friendly production processes, energy efficiency and fair treatment of all those involved in the added-value process. In addition to statements and reports, sustainability has been effectively transformed into a public-relations exercise by numerous brands and retail businesses. Uncompromising honesty is the pre-requisite for the success of such concepts and campaigns.

Dear Readers, Quite a number of experts are convinced that as a result of the economic crisis and the “Green Trends”, a topic which has long since become socially acceptable, we can expect a paradigm shift in consumer habits. We can look forward to both challenges and opportunities. New retail formats will be established; local markets will experience a renaissance. One small puzzle piece in this exciting development is the fact that the successful model of large-size partnerships is increasingly being called into question. We report on this subject – and many others – in this issue of SHOP aktuell. The future of retailing is also the focal point of the Alpbach International Retail Forum DIE KUNST DER INSZENIERUNG II (STAGECRAFT IN RETAILING II) from 15 − 17 October 2009. During this unique event illustrious experts from a variety of disciplines will be giving lectures. You really should attend! 4

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The companies of the Umdasch Shopfitting Group are also aware of their responsibility as an economic motor at the locations where the company operates.

FAIRPLAY is the title of the new CSR brochure published by Umdasch.

The partners of these retail businesses – including shopfitting companies − have therefore long ago come on board as well when it comes to sustainability. For Umdasch, Corporate Social Responsibility is an integral part of company strategy. Indeed, it has been since long before the term became an essential fashion word. It includes, for example, the certified quality policy in accordance with ISO 9001:2000; environmentally friendly production processes; the auditing of network partners according to strict criteria; and project-specific life-cycle analyses. The company is also publishing a brochure on the subject: FAIRPLAY – Corporate Social Responsibility (CSR) by Umdasch. It examines topics relating to the subject of sustainability from various points of view. We shall be pleased to send you a copy upon request.

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

Impressum

SHOP aktuell is published by Umdasch Shop-Concept. For addresses see back cover of magazine. Number 106/September 2009. German/English edition. Price per copy: € 6, CHF 9, $ 8, L 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, Ulrich Hopp, Dott. Valentina Santiloni, Milena Hunziker, Regula Wirth, Pascale Abadie, Mag. Birgit Sainitzer, Dr. Petra Barth, Karin-Andrea Lehner B.A.. Design: Sandra Schuller, Denise Siegl. Photos/Illustrations: Manfred Aigner, Luis Paterno, Reinhard Peneder, dlv, GDI, Daimler AG, Schrenk+Schrenk, Agentur Davilla, dm, Stefan Ruzowitzky, Ed Hofmann, CCA, Tom Roeder, Ilvio Gallo, Sonja Scheidl, Gerflor, RLI, Grundmann+Wiedemann, FH Salzburg, Regula Wirth, P&C, Cornelia Suhan, Esprit, Franz Kendler, O´Neill, Valentina Santiloni, Leder&Schuh, JPS, Assmann Shop Design, Spar, Patrick Bolger, Gleis4, DFS / rkd retail/iQ, Econ, Stefan Wolter, Hutner Training, Andreas Sütterlin, Frank Barilko, Sony, Venezie Moda&Sport, Archive. Translation: Jane Michael. Printing: Friedrich, Linz. N.B.: Projects executed by Umdasch are listed as such in the text or the photo caption.

SHOP aktuell 106


SHOP Inside

Umdasch Shop-Concept “Shopfitter of the Year” On 18 June 2009 Umdasch ShopConcept was presented at Old Billingsgate in London with the RLI Award in the category “Shopfitter of the year”. The annual award honours outstanding achievements in the field of shopfitting. RLI (Retail & Leisure International) is one of the leading international specialist publications in the shop architecture and shop design sector. With its annual awards presentation the magazine aims to honour successful, creative developments in the retail world. The shopfitting award testifies to an added-value process oriented towards the customer’s requirements, a highly professional involvement in the design process and an innovative use of materials. The jury consisting of 14 prominent experts included Carmine Rotondaro, Worldwide Real Estate Director Gucci Group; Chris Wormald, Partner & Joint Head of Franchising Field Fisher Waterhouse UK; and Joseph Wan, CEO Harvey Nichols. They decided that among the shopfitters who were nominated, Umdasch fulfilled the criteria best during the past year. The winners in the other categories included New Look (“International Retailer of the year”), House of Fraser (“UK Retailer of the year”), and Marks & Spencer (“Sustainability Award”).

RLI Editor-in-Chief Jayne Rafter presenting the “Shopfitter of the Year Award” to Roman Fussthaler, Managing Director of Umdasch in the UK and Ireland.

RLI Editor-in- Chief Jayne Raf ter presented the “Winner’s Trophy” to Roman Fussthaler, Managing Director of Umdasch Shop-Concept for the UK and Ireland during the course of an enjoyable evening event. On this occasion there

was also an inspiring exchange of ideas between retail and design professionals. Further information: www.rli.uk.com

Increased presence in Southwest Germany Umdasch Shop-Concept is strengthening its presence in Southwest Germany: its new partners in the region are the interior designers Grundmann + Wiedemann in Freiburg im Breisgau, a firm of architects with experience in the shopfitting sector. The range of services they offer includes consultancy, design, planning, building applications, tendering procedures, building supervision and acceptance of construction work. The owners are highly qualified. Diana Wiedemann is a freelance architect and interior designer with the BDIA qualification SHOP aktuell 106

who studied at the technical universities of Trier and Detmold. Her partner Klaus Grundmann is a qualified designer and interior designer with a diploma from Trier Technical University.

Klaus Grundmann and Diana Wiedemann strengthen the sales network of Umdasch Shop-Concept in Southwest Germany.

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Retail Event Alpbach International Retail Forum

Alpbach International Retail Forum 15 – 17 October 2009

Sarah Wiener and Stefan Ruzowitzky celebrate

STAGECRAFT IN RETAILING II

Oscar prizewinner Stefan Ruzowitzky and star chef Sarah Wiener are two of the ten top lecturers who will introduce participants at the Alpbach International Retail Forum to the secrets of stagecraft from a number of different disciplines. In these turbulent times the focus of some lectures will also be on the challenges and opportunities we are currently facing. 6

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SHOP aktuell 106


Retail Event Alpbach International Retail Forum

Alpbach Congress Centre, lovingly embedded in the mountains of Tyrol, provides an atmospheric backdrop for STAGECRAFT IN RETAILING II.

Oscar prizewinner Stefan Ruzowitzky and Star chef Sarah Wiener are two of the top lecturers at the Alpbach International Retail Forum.

From 15 − 17 October 2009 the enchanting backdrop of the prettiest village in Austria will provide the setting for the international retail forum DIE KUNST DER INSZENIERUNG II (STAGECRAFT IN RETAILING II). This represents the international climax to the wide-ranging programme of events arranged by the Umdasch Shop Academy. Far from the bustle of everyday life, visitors can experience an unusual programme of excitement and relaxation in an intact natural setting. The multi-disciplinary event will demonstrate to participants through lectures, discussions and live experiences the success factors affecting stagecraft from various sectors. Peter Paul Polte, the publisher of TextilWirtschaft, will introduce the event and present a truly glittering team of lecturers (for lecturer portraits see page 8 – 9). SHOP aktuell 106

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Retail Event Alpbach International Retail Forum

Programme & lecturer portraits – Alpbach Interna

15.10. 19.15 Uhr

15.10. 19.30 Uhr

Peter Paul Polte – Publisher, previously Editor-in-Chief of TextilWirtschaft, Frankfurt, the largest professional publication for the textile branch in Europe, and the one with the widest circulation. Regular contributor to the Frankfurter Allgemeine Zeitung, the Neue Zürcher Zeitung and Handelsblatt Düsseldorf. President of the European Fashion Institute since 1991 and responsible in this capacity for numerous fashion and marketing congresses. Close co-operation with the German Fashion Institute, the Domus Academy in Milan, the Trends Office of Prof. Wippermann and Promostyle in Paris. Polte studied Economics and Sociology at the universities of Münster, Tübingen and Bochum.

16.10.

Dr. David Bosshart – CEO of the famous Gottlieb Duttweiler Institute (GDI) in Rüschlikon/Zürich. Founded in 1962 by Gottlieb Duttweiler, the European retailing pioneer, the institute is an independent European think tank for the retail sector and its business environment. Dr. Bosshart’s academic career: High-school diploma in Economics and Retail Studies, Doctorate in Philosophy and Political Theory at the University of Zürich. David Bosshart’s main professional focus lies in retailing, consumerism, management and social change. He is the author of various books including “Die Zukunft des Konsums” (The Future of Consumerism) and “Billig” (Cheap).

11.30 Uhr

Sarah Wiener – One of the best-known television chefs in the German-speaking region, Sarah Wiener writes cookery books and is the founder and front woman of Sarah Wiener GmbH. Famous as a supporter of the ethical use of natural resources, animals and foodstuffs. A native of Austria, Sarah Wiener spent a number of turbulent years travelling and training in her chosen profession before settling in Berlin and finding her calling. Founded “Sarah Wieners Tracking Catering” in 1990; opened her first restaurant, “Das Speisezimmer”, in Berlin Mitte in 1999. Founded in 2004, the Sarah Wiener GmbH has branches in Berlin and Hamburg and currently operates four restaurants in Berlin and an exclusive event catering service with over 100 employees.

16.10. 16.45 Uhr

Stefan Ruzowitzky – Film director and scriptwriter from Klosterneuburg near Vienna. In 2008 his feature film “Die Fälscher” (The Counterfeiters) was awarded the Oscar for the best foreign film. Ruzowitzky studied Dramatics and History at the University of Vienna. His film directing and scriptwriting debut was in 1996 with the feature film “Tempo”, which was awarded the Max Ophüls prize. The production “Die Siebtelbauern” (1998) won numerous awards. He directed the German thrillers “Anatomie” and “Anatomie 2”. “Anatomie” lured over two million viewers to cinemas in Germany alone.

The staging of the future Dr. David Bosshart, CEO of GDI, and Dr. Eckard Minx (Daimler AG) will be casting more than just a casual glance at the future in Alpbach. Consumer psychologist Simonetta Carbonaro already has the answers to several urgent questions in “Mit Authentizität aus der Krise” (Authenticity: Escape from the Crisis). Erich Harsch (dm) and Daniel Strolz (Strolz GesmbH, Lech) are two proven successful practical retailers who will explain their approach. We are conducting enquiries to find a lecturer from the international retail design scene. “Die Inszenierung des Genusses” (The Stagecraft of Culinary Pleasure) is the perfect subject for star chef Sarah Wiener; and Oscar prizewinner Stefan Ruzowitzky will delve into the box of tricks of a successful film maker. During the visit to the Swarovski Crystal Worlds Dr. Christian Mikunda will join the participants as they immerse 8

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16.10.

13.45 Uhr

Daniel Strolz – Managing Director of Strolz GesmbH in Lech am Arlberg. Strolz is a fashion and sports shop in the exclusive ski resport of Lech in Vorarlberg. It is considered to be one of the top addresses in the Alpine region. The range of goods extends from traditional costumes to fashionable sports clothing and top-quality sports equipment. The brands stocked range from labels like Prada, Fendi, Meindl and Gössl to Moncler, Lasse Kjus, Dsquared and Napapijri. Today Daniel Strolz (strategy, sales, marketing) manages the traditional store in the third generation together with his brothers Ambros (purchasing) and Florian (finance) and his cousin Hannes (ski boots). Strolz has also achieved national fame with the manufacture of ski boots with individual foam linings.

16.10. 22.00 Uhr

Tom Roeder – Wunderwerke, Dresden. Tom Roeder stages parties, balls … spectacles great and small. These have included, for example, the New Year’s celebration in Dresden, when he transformed the Theaterplatz and the unique backdrop of the Semper Opera House, Baroque cathedral and royal residence into a sea of lights. Be prepared for plenty of surprises in Alpbach when you discover what the “Geschichten aus dem Weißen Koffer” (Stories from the White Suitcase) and the “Druckluftorchester” (Compressed Air Orchestra) hold in store.

themselves in the realm of emotions. The secrets of Tom Roeder, the “Geschichten mit dem Weißen Koffer” (Stories from the White Suitcase) and the “Druckluftorchester” (Compressed Air Orchestra) will not be revealed until the night. You will find a summary of this exclusive programme on the back of this issue of SHOP aktuell. The invitation poster listing the entire programme and many other details is available for download on our website www.umdasch-shop-concept.com. It can also be ordered in printed form. The last date for registration is 30. 9. 2009. Distinguished event partners Umdasch Shop Academy has brought EuroDisplay, Gerflor, RZB-Leuchten and the brands of the Umdasch Shopfitting SHOP aktuell 106


Retail Event Alpbach International Retail Forum

tional Retail Forum 15 – 17 October 2009

16.10. 9.00 Uhr

Prof. Dr. Eckard Minx – Principal of “Gesellschaft und Technik” (Society and Technology), Daimler AG’s future research institute; he is regarded as one of the most important innovation experts in Europe. Studied jurisprudence and economics at the FU Berlin. At Daimler since 1980, principal of the research institute “Gesellschaft und Technik” in Berlin and Palo Alto since 1992. Prof. Dr. Minx is a member of numerous committees, including the strategy committee for social-ecological research at the Federal Ministry for Education and Research; the foundation committee of the Stiftung Deutsches Technikmuseum; and the research committee of the German Institute for International and Security Affairs, Berlin. He is also the Chairman of the Gottlieb Daimler and Carl Benz Foundation.

16.10.

14.30 Uhr

Erich Harsch – Chairman of the Board of Management of dm-drogerie markt GmbH + Co. KG, Karlsruhe (since May 2008). A native of Austria, Harsch has worked for the internationally successful health and beauty chain since August 1981. In 1987 he assumed responsibility for the IT applications development department. From 1992 he served as Managing Director of the dm IT subsidiary company FILIADATA. Since then he has been a member of the dm management with regional responsibility for more than 140 branches in Württemberg and Franconia. As the Chairman of the dm Board of Management Erich Harsch has succeeded the business personality Götz Werner, who has transferred to the Supervisory Board of dm.

17.10. 9.00 Uhr

Hansjörg Bletzacher – The band leader of Alpbach National Brass Band. A member of the band since 1980, and the band leader since 2000. Four semesters of training as band leader at the Tyrol State Conservatory of Music in Innsbruck.

Group (Umdasch Shop-Concept, Assmann Shop Design, Jonas Ladenbau, ShopConsult by Umdasch) on board as partners. Thanks to their support it is possible to offer this unique retail event at a uniquely favourable price: depending on the category of hotel chosen, participation costs between € 880.— to € 980.-per person (All-inclusive price including two nights’ accommodation with full board). 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 1,000 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, picturesquely SHOP aktuell 106

16.10. 10.00 Uhr

Edwin L. Hofmann – Director Prototype Design, Store Design & Construction at Limited Brands was unfortunately obliged to cancel his participation as lecturer shortly before this issue went to print. Our search for a suitable replacement from the international retail design scene looks promising. Please check our website www.umdasch-shop-concept.com for the latest information.

16.10.

15.45 Uhr

Dott. Prof. Simonetta Carbonaro – Consumer psychologist and expert for innovation management and strategic design management, Karlsruhe. Ms Carbonaro is Professor for Humanistic Marketing and Design Management at the University of Borås in Sweden, where she is currently involved in the establishment of a competence centre for marketing in saturated markets. Her research focuses on the fields of consumer behavious and social and cultural changes in our global society. As a partner in the management consultancy REALISE she has also advised international companies within the consumer goods industry and retail sector for over 20 years.

17.10. 9.45 Uhr

Dr. Christian Mikunda – Media dramaturgist, Vienna. Dr. Mikunda originally developed his theories on the subject of “strategic dramaturgy” for films and television. Today he advises international companies, shopping centres, museums, cities and retail markets. He is a lecturer and guest professor at universities and was a guest speaker at Harvard University. His books have been published in numerous languages; his latest work, “Warum wir uns Gefühle kaufen. Die 7 Hochgefühle und wie man sie weckt” (Why we buy emotions. The Seven Feelings of Elation and How to Arouse Them) will be published in October 2009 by Econ Ullstein, Berlin. For the Umdasch Shop Academy Dr. Mikunda’s activities include leading the popular shop expeditions “Laden-Dramaturgie LIVE!” (Shop Dramaturgy LIVE!), which have visited destinations including London, Paris, New York, Las Vegas, Dubai and Tokyo.

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. 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.  umdasch shop-concept

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Interview Reinhard Peneder

SHOP Talk

Stefan Ruzowitzky on the Art of Stagecraft On 24 February 2008 Penélope Cruz presented Stefan Ruzowitzky with the Oscar statuette in Los Angeles for his concentration-camp drama “The Counterfeiters” as the best foreignlanguage film. It was without doubt the highlight to date in the career of the film director and script writer, who was born in 1961 in Vienna and who now lives in Klosterneuburg. Ruzowitzky is married and has two daughters. He has already produced a number of remarkable films: “Tempo” (1996), “Die Siebtelbauern” (1998), “Anatomie” (2000) and “Anatomie 2” (2003). At the Alpbach International Retail Forum Ruzowitzky will reveal some of the secrets of stagecraft. We discussed the topic with him in advance in Cafe Central in Vienna.

How has the Oscar changed your life? In a recent interview you observed that your fame had increased from 0 to 100. Yes, you lose your anonymity – for better or worse. You lose a certain degree of freedom when you suddenly stand in the public eye. But on the other hand you also acquire a certain amount of political power. Of course I try to use that to support Austrian films. Oscar, Oscar nomination, Golden Palm – Austrian cinema is on a roll at the moment. Is that pure coincidence or is there a certain degree of method behind it all?

“People want to experience certain feelings.” Mr Ruzowitzky, what actually happens at an Oscar awards ceremony? Do the people who have been nominated know beforehand who the lucky winner will be? Or does the tension continue until the very last second?

who have been nominated but who have failed to win would probably not even turn up.

You really do only find out when the famous envelope is opened. The event depends entirely on the spontaneous, emotional reactions, on the tears of the winners and the somewhat morose looks of those who have failed to win. If the result were known beforehand, those

My American film distributor told me to jot down a few thoughts and put the paper in my pocket. Because if you really do have to step out onto the stage you’ll never think of anything intelligent to say, and of course nobody wants to look like a fool.

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But in any case people are well prepared in case they do actually win?

I think it is both. There were times when Swedish directors were particularly successful; then it was the Italians. Now the grass-roots efforts of the Austrian Film Fund are reaping the rewards. In that respect our success is not a coincidence, because “The Counterfeiters” and “The White Ribbon” (Editor’s note: Golden Palm, Cannes 2009) were neither my first work nor the first work by Michael Haneke, but rather they were the result of decades of work. Michael Haneke once said: “You have to whip a lot of milk to be able to skim off the cream…” What makes a film a “good” one? I think that art is about arousing emotions. People want to experience certain feelings. Why is everyone mourning Michael Jackson at the moment? SHOP aktuell 106


SHOP Talk

Because he sang songs which provoked certain feelings in the listener. It’s exactly the same with books, plays and films. They are all things which move us, which do not leave us cold. In my film “Anatomie”, for example, the story is about people who are afraid; in other films they may be moved and in yet others they may laugh. Ultimately it is a matter of arousing emotions. You have already worked in a wide variety of genres. Is there something like a common factor which guarantees success? There are a number of common factors. My films are always about idealists, who enter a new world and then find themselves in conflict with the powers that be and powerful people. That is what happens in the “Siebtelbauern” and also in “The Counterfeiters”, but the other way round. There is a man who has already lost all his ideals, who has become a total pragmatist, but who somehow finds his way back and becomes an idealist again. Nowadays, when I read scripts and find one that I like, then I usually find that at the heart of it all, and that is obviously something which really appeals to me. There are supposedly numerous common factors between the staging of a film or play and the presentation of goods in a shop. What do you think these two activities have in common? I’m sure there are lots of common factors. In particular there are strong links between films and architecture. Think about a staircase, for example. The flight of steps leading up to a castle will force me to walk in a different rhythm than the servant’s staircase round at the back. In fact, we can see the expression of power relationships, in a film or in architecture. Another common factor is, for example, the dramaturgical use of lines of sight.

You yourself also work in business and advertising. The spots with the pig for ja!natürlich; the organic product lines of Merkur and Billa have also won various awards. It that a job which you still enjoy? Oh yes, I like advertising. For me it’s a good balance, a welcome exercise to SHOP aktuell 106

“You do get the chance to play in the big league” keep my hand in between feature films. Even though you can’t become involved emotionally on the set of an advertising spot to the same extent as you can in a feature film. It has to fit into those famous thirty seconds, so in fact you have to prepare it even more carefully than you do a feature film.

of scripts and there are about five or six of them which I am looking at more closely. One of the projects was even on the verge of being realised. But then the actress who was supposed to take on the main role changed her mind. The rules there are different, and you have to come to terms with them first.

At the Alpbach International Retail Forum you are going to lecture on “The Art of Stagecraft”. What can the participants expect to learn?

So an Oscar is not necessarily the passport to wealth?

The focal point will be the topic I mentioned before, in other words the art of arousing emotions in the cinemagoer or in the consumer. What are your next projects going to be?

No. But the Oscar helps you to enter a field where you really can earn well. Even in Hollywood not everyone is rolling in money. But there are plenty of others who have an Oscar and who have produced films which have earned millions of dollars. So an Oscar is by no means a passport to fame and fortune. But you do get the chance to play in the big league. 

The only thing that is definite is that next year I’m going to direct an opera production at the Theater an der Wien (Editor’s note: “Der Freischütz”). One of those taking part will be Karl Markovics as Samiel; he played the principal role in the Oscar-winning film “The Counterfeiters”. As far as Hollywood is concerned, I don’t want to count my chickens before they’re hatched. I’ve read a large number umdasch shop-concept

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SHOP Concept Topic Retail space sharing

Text Reinhard Peneder

Fashion boulevard at Kastner & Öhler in Oberwart. Umbrella brand strategy and brand expertise under one roof.

In an atmosphere of tension between efficiency and emotion

Retail space sharing under examination Following a long phase of joint success, space sharing between the industrial and retail sectors has recently come under increased examination. One of the contributory factors is market saturation – the keyword is “overstoring” – and another lies in the new insights into the way in which customers actually behave at the POS. In many places there is also a lack of synchronisation between sales systems on the one hand and goods presentation and consultancy on the other. SHOP aktuell reports on selected aspects of this controversial topic. Frankfurt, 19 March 2009. TextilWirtschaft invited “Partner Stores” to its traditional congress in the congenial setting of the Steigenberger Hotel. This was just one of the many professionally organised events presented by the sector’s most famous and influential publication. Almost 400 participants 12

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turned up. Most of them were representatives of national and international brands, as well as consultants and service providers from a wide range of disciplines; only a small percentage of them actually came from the retail sector itself. Lecturers from famous brands described in enthusiastic terms the advantagSHOP aktuell 106


SHOP Concept topic Retail space sharing

Fashion store with well-matched space sharing areas. Seen at Peek & Cloppenburg Weltstadthaus in Mariahilfer Strasse in Vienna.

es of their partnership models. They talked about the perfect supply chain and the automatically programmed “channelling” (my favourite word) of the goods. Success statistics, placement models and portentous expressions were brought in; even RFID reached the fashion sector some time ago. At 4.15 p.m., thanks to Tobias Viehoff from Münster, the first mention was made of such concepts as “emotions”, “fascination” and “atmosphere”. Yes, the lecturer even commented that “We need shops which are emotionally charged.” And then the curtain fell. Munich, 22 April 2009. The Nymphenburg Group had issued an invitation to their neuromarketing congress at the heart of SHOP aktuell 106

the BMW World. The stylish BMW auditorium was also packed with 400 participants. The wording was very different from that in Frankfurt. The hosts had invited leading brain scientists, psychologists and researchers to take the stage alongside the practical experts from fields relating to neuromarketing. Dr. Christian Scheier spoke about multi-sensual coding and warned against focusing too strongly on the visual channel. Norbert Wittmann talked about trust as the crucial basis for all POS decisions. Dr. Werner Fuchs was of the opinion that the winner would be the one who told the best and simplest story (whereby there are scarcely more than a dozen basic patterns for such a tale). Dr. Manfred Spitzer amazed the umdasch shop-concept

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SHOP Concept Topic Retail space sharing

Area systems in Germany in fashion and shoes (selection): Brand/Company

Own shops

Adidas

14

Apanage

29

Ara Shoes

Partner stores

Betty Barclay

Contract areas

152

2

60

70

Falke Gruppe

22

2

175

63

8

Gabor Shoes

1

Gabor Footwear/Cale Acitve

161

25

9

379

8

125

134

5

157

Bogner, Fire+Ice, Sônia Bogner

9

10

14

Brax

5

7

823

Bree

23

13

30

70

2

5

157

238

2

29

504

na

12

1

260

70

270

770

Bugatti Camel active Casa Moda Cecil Cinque

2

Codello Comma Daniel Hechter

17

10

1

117 43

1

Gant, Gant Home Gelco

32

139

18

4

65

133

115

40

1,009

17

78

430

298

230

10

7

214

750

4

169

98

Greystone

80

2

1

76

16

22

93

Lebek, Barbara Lebek Lee

3

4

8

60

80

100

60 290

Lerros

6

2

990

Levi’s

17

22

191

8

11

183

Lloyd Shoes

audience with his experiments, proving for example that French music considerably increases the sales of French wine. Hotelier Bernd Reutemann reported on the amazing success of his “Pillow bar”. In Munich, however, I heard not a single word about channelled goods and storage turnover rates.

242

47

Jack Wolfskin

9

90

5

Hugo Boss-Gruppe

2

506

84

Gin Tonic

Concessions

289

Gerry Weber, Taifun, Sammoon, Edition

8

24

206

7

150

201

12

1,061

162

43

14 182

146

1

20

142 105

2

2

Geox Spa

Lacoste

35

3,502

197

83

Joop!

36

4,000

3

35

1

70

1

268

156

9

40

8

Contract areas

Partner stores

Gardeur

18

Delmod

Shop-inshops/ corners

Own shops

Frank Walder

27

ECCO Schuhe Escada, Escada Sport

Eterna Excellent

65

8

Biba

Brand/Company

Esprit, edc 102

na

Bianca

Concessions

300

Asics Basler, Basler Collection

Shop-inshops/ corners

to make our heart beat faster.” And Hans-Peter Vankerkom of Hagemeyer in Minden repeated the same point: “The opportunity lies in the link between system competence and the lifestyle and emotionality of strong fashion brands.” The weak ones will go to the wall

What do these two examples teach us? That we have the important opportunity and duty to charge professionally designed area systems emotionally for the customers at the POS – to write our own, unique story. In a commentary TextilWirtschaft Michael Werner talks about the necessary tension, stimulation and fantasy. “We already have Supply Chain Managers”, he observes, “What we need is Style Managers”. Even more clearly; “While for many years now fashion have become progressively more individualised, the fashion houses have simply developed in the opposite direction, with rigid structures, brand galleries as if in a shopping centre, and industrial storage on retail areas. There is just not enough which would seem

During 2008 the growth of system areas in Germany was still continuing unabated. A figure of 55,600 has been quoted, of which vertical merchandisers account for a share of almost 50 percent in the retail sector; their share of turnover even accounts for 54 percent. In 2009 the growth slowed noticeably. Many experts assume that the peak of the system area boom has already been reached. There is an increasing crowding out of the competition. Weaker brands are being forced out of the areas, especially as strong labels are even raising their area requirements by pointing to their improved profitability.

The language of space-sharing The BTE has declared war on the Babylonian confusion of expressions and figures. In cooperation with German Fashion, Hachmeister + Partner and representatives of the industrial and retail sectors, a “definition of figures in vertical space-sharing partnerships” was developed last spring. The aim is to prevent chalk from being compared with cheese. Ultimately figures and calculation methods are compared in order to establish a uniform assessment of area productivity from various points of view. This includes, for example: • Calculation of receipt of goods • Achieved calculation • Area efficiency • Sales quota • Staff density

14

umdasch shop-concept

A large number of expressions relating to space sharing are also explained. For example: Concession concept – General term for various forms of space-sharing Business models – Consignment, branch depot, storage depot, concession, commission, trading portfolio, franchise Soft Shop – Clearly defined sales area without supplier’s furnishings (contract areas) Shop-in-Shop – Clearly defined sales area with supplier’s furnishings Store – Separate shop with own entrance

On the other hand, reputable retailers are anticipating the customer’s desire for more individuality and are abandoning the increasingly uniform approach of system areas. Increasingly they are looking once more at ways of strengthening their own profile. Where brand areas dominate today, here and there attractive multilabel surfaces are being planned. The market remains fluid. In fact, in the daily cooperation between the industrial and retail sectors there are any number of exciting topics: Sourcing strategies; limit planning; avoidance of surplus; deliverability; pro­ cess optimisation; points of overlap with regard to responsibility; transcripts; joint SHOP aktuell 106


SHOP Concept topic Retail space sharing

Brand/Company

Own shops

Partner stores

Mac Madonna

79

3

Mango

43

6

Shop-inshops/ corners

Contract areas 475

Sioux

282

Six, I am

61

s.Oliver

77

13

22

6

27

44

63

756

Mexx

50

50

na

Monari

21

1

43

130

More & More

31

10

60

107

Mustang

26

9

141

410

Olsen

4

1

450

Olymp

12

7

293 200

Palmers

34

Passport

1

90

Pierre Cardin

1

140

Strellson

10

20

Triumph, Sloggi, BeeDees

Signum

14

24

47

186

2

12

7

86

45

na

155

23

874 245

van Laack

280

34

40

Ulla Popken

140

235

53

50

634

15

51

Tom Tailor Toni Dress

100

Concessions

1,374

66 87

60

4

46

670

40

Seidensticker

103

15

Rosner

1

790

25

Via Appia, Via Appia Due

4

380

Contract areas

3.500

13

Vero Moda

Schöffel

2,104

34

252

2

174

Tommy Hilfiger

565

4

190

Timberland

77 1

6

1

Tally Weijl 55

Shop-inshops/ corners

20

Street One

288

Roy Robson

Partner stores

s.Oliver shoes

Pioneer

Schiesser

Own shops

124

Marc Cain

1

Brand/Company

547

Marc O’Polo, Campus

Oui

Concessions

17 40

25

Wortmann/Tamaris

6 73

Wrangler

1

Zerres

800

15 207

Wolford

97

1,417

75

82 80 125

160

235

50

352 2

55

5

All information subject to correction. Date: April 2009. Sources: TextilWirtschaft and SHOEZ.

Codello is an interesting space-sharing partner in the accessories sector. Umdasch delivers the impressive shops.

Tamaris is a very attractive brand in the shoe sector with ambitions to increase its sales area. The picture shows the shop in the Festival Mall in Dubai, for which Umdasch Shop-Concept provided the shopfitting.

sales strategies; a harmonious relationship between fashionable goods and NOS; monolabel stores vs. areas; (location-specific) overstoring … The result of these discussions is always also a question of the relative strengths. “In the final analysis,” observes Mag. Peter Stöcker of Modenhaus Stöcker in Efer­ ding, “it is ultimately a question of who earns what, and how to I can achieve my own return.”

What customers want

While the space-sharing boom in fashion has reached its peak, considerable potential remains in the case of shoes. Shop-inshop systems are proving here to be the most successful form, especially as monolabel stores are regarded as being only partially marketable because of the restricted range of goods on offer. SHOP aktuell 106

In co-operation with Hutner Training and the Johannes Kepler University in Linz, ShopConsult by Umdasch carried out a wide-ranging Top Brands Study in Germany and Austria between March and June Links on the subject of space 2009. Also on board were sharing: six manufacturer’s brands www.hutner.de (“The Top Brands”). A total www.bte.de of 481 interviews were conwww.hachmeister-partner.de www.blocherblocher.com ducted with customers of www.schwitzke.com the brands in question at www.umdasch-shop-concept.com 33 locations (both in umdasch shop-concept

15


SHOP Concept Topic Retail space sharing

Perfect planning software for shop-inshop With the program 3Dshop4you Umdasch Shop-Concept has at its disposal a fully developed planning software which is ideally suited to the design and simulation of shop-in-shop concepts. Within the system not only can freely defined shopfitting modules be incorporated; so can the entire range of the brand concerned. Beyond the CAD-controlled shop planning process the 3Dshop4you is therefore also an ideal instrument for the development of complete merchandising concepts. In the operative mode it is both possible and practical to link the system into the goods control system. 3Dshop4you is an abstracted CAD program with the greatest possible user-friendliness, suitable for every average PC user. The system produces amongst other possibilities photo-realistic pictures of details or overviews, 3D geometrical data and quantity and price lists for the shopfitting furnishings, shelving and product disposition. The software is being constantly updated and has been used by Umdasch for numerous well-known brands both in the fashion sector and beyond. Further information – also in the form of a short demonstration trailer – can be obtained from franz.kendler@umdasch.com.

With 3Dshop4you in five stages to a finished shop

1) Definition of the space and floor area structure in real life.

2) Positioning of the display units on the walls including shelving and image pictures.

3) Positioning of centre-store elements on the basis of a floor grid.

4) Product range supply and merchandising concept.

Why customers visit shops Customer point of view

Sales staff point of view

45 %

73 %

Product range/New items Brand

41 %

49 %

Regular customer

30 %

*)

Shop window design

11 %

22 %

Cost effectiveness

7%

27 %

Advertising leaflet

4%

*)

Recomendation

4%

*)

Service

1%

44 %

(Multiple answers were possible; *) they were not explicitly questioned) Source: Top Brands Study ShopConsult by Umdasch/Hutner Training

monolabel stores and multilabel stores). 45 interviews with experts (fashion consultants of the brands in question on location at the POS), conversations with those responsible for shopfitting in the companies concerned and a professional store check (on the basis of store branding criteria) rounded out the unique investigative framework. This gives a picture from four different angles of what customers want at their place of purchase and how these wishes are actually fulfilled. It would be beyond the scope of this article to present a detailed account of the results of the study. (If you are interested, please contact petra.barth@umdasch.com). In connection with the subject of area systems, however, I should like to refer to a number of interesting details. “Our shops are petting zoos,” was the way one of the participants in the study interpreted the fact that customers were highly satisfied with the fashion consultants, but that 80 % of the consultants broke off the sales conversation after the first part. In any case the purchase quota is expandable at 40 %. The aim here must be to improve things by means of appropriate staff training. In general the sales staff are not always absolutely correct in their assessment of the purpose of the visit; above all, they overestimate the importance of the price. Weaknesses in the ambience and in particular in product presentation must be eliminated. The classic sources of mistakes: uncomfortable changing rooms; convenience (lack of relaxation areas); shop lighting (direction of spotlights, varying intensity of light); harmony between the picture motifs/ range of goods; unclear price labelling; untidily presented display goods; too high goods density/lack of overview.

Why customers do not buy *) Number of mentions No intention of buying/just looking/just out for a stroll

83

(Spontaneous) Could not find anything suitable

75

Correct size not available

19

Could not find a particular item

15

Shape was wrong

15

Colour was wrong

10

Too expensive (Price) 5) Output in various perspectives.

16

umdasch shop-concept

5

*) Non-purchase quota 60 % Source: Top Brands Study ShopConsult by Umdasch/Hutner Training

SHOP aktuell 106


SHOP Concept topic Retail space sharing

Merchandising: Between strategy and reality “Brands displayed across an area need clear positioning. An identity which is perceived to be authentic. Only then can they be placed in the right setting and look credible. The ‘DNA’ of the label must be incorporated into every collection, into every delivery deadline. It must not be sacrificed on the altar of the ‘quick euro’. The core of the brand must be retained under all circumstances,” is the motto laid down in one of Hagemeyer’s policy statements. It is a difficult task which affects above all the presentation at the POS itself. Brand CI, presentation furnishings, style of presentation and merchandising must all blend together so that the customer becomes aware of them in the desired manner. As far as brands are concerned, that means With a total of almost 8,000 “presentations”, Esprit is clearly the No. 1 in lifestyle in Germany – hard work with regard to branding. Coherand beyond. Our photo shows a shop layout of the sub-label de.corp ESPRIT URBAN CASUAL. ent (visual) merchandising guidelines must Jonas and Umdasch are efficient shopfitting partners for Esprit. be drawn up and measures for consistent and permanent presentation decided on. retailer and the brand. In addition to their headquarters many The goods density which is appropriate for the placement is retailers operate with partner stores (monolabel stores) which very important. If the density of goods is too high it is all too fit into their portfolio. easy for a first-class label to be perceived as being less exclusive and expensive than it is – and vice-versa. The observation Partner for professional store branding of the rules of LIM and MIL (figures for the appropriate number of models or articles per m² sales area, depending on the type Professionals from a variety of disciplines support retailers and of business involved) can be useful here. brands in supplying the wide-ranging requirements as regards (store) branding in general or the development and realisation Even more complex are the tasks of the retailer. He must assemof partnership concepts in particular. In the case of brands, it is ble the range of goods and the selection of brands according above all branding specialists, marketing specialist and designto the positioning of his store. He must also find the right balers who will be in demand. In the case of the visualisation of ance between main departments, theme and lifestyle worlds, concepts partners are brought on board who are familiar from and system areas. At the same time he should present himself the classic retail scene, for example Schwitzke & Partner or as a unique umbrella brand while simultaneously displaying in a Blocher Blocher Partner within the German-speaking region. judicious manner the expertise of his brand partners. It must be In the development of strategy and concept, not least in the determined whether these partners are to be presented in the space-sharing sector, Hachmeister + Partner has established outfit, in other words the shop design of the retailer, or whether an excellent reputation. Another top address is Hutner Training, the shop will be provided by the partner (thereby running the whose main focus lies in the enormously important synchronirisk of a loss of identity for the retailer, but at the same time sation of sales system, product presentation and sales culture making it easier for the partner to present himself in a more (sales staff). memorable fashion). Such decisions are always influenced to some extent by the location-specific “power ratio” between the Of course the specialist consultants at Umdasch can also offer a high degree of store branding expertise. The focus here lies in visualisation and realisation, and ultimately in project manageWhen customers want advice ment and (international) rollout. The shopfitters are increasingDepends on the situation; only if I have a question 40.2 % ly becoming the logistics partner for retailers and brands (but If I spend a long time looking at a particular item 24.6 % that is another story, as we shall report in SHOP aktuell in the If I need to find the correct size 14.2 % near future). In recent years Umdasch Shop-Concept has also If I want to try the article on 7.2 % established itself as a Brand Shop Factory. The names of the As soon as I enter the shop 5.3 % customers the company has assisted – retailers and brands After trying something on in order to obtain additional 3.5 % – provide impressive evidence that Umdasch operates in the information ‘Shopfitting Champions League’.  Don’t want to talk to anyone

4.9 %

Source: Top Brands Study ShopConsult by Umdasch/Hutner Training

SHOP aktuell 106

umdasch shop-concept

17


Shop Report O´Neill, Amsterdam

Text Sonja Scheidl

Photos O`Neill

The store concept executed by Umdasch draws a number of parallels to Jack O’Neill’s house in Santa Cruz in northern California.

Back to the roots In the early 1950s Jack O’Neill succeeded in taking the plunge – literally – with the invention of the neoprene wet suit. When he opened his first shop for surfers in San Francisco, he was riding on the crest of a wave of success which characterises the O’Neill international lifestyle and sports brand to this day. The redesign of the Amsterdam flagship store in spring 2009 marked the start of the global rollout of the new store concept: an impressive visual presentation of the brand identity and at the same time an act of homage to the company founder, Jack O’Neill. 18

umdasch shop-concept

SHOP aktuell 106


Shop Report O´Neill, Amsterdam

The principles of stagecraft in retailing are impressively executed in the new O’Neill flagship store. One of the highlights is definitely the detailed garage setting.

When young O’Neill moved to San Francisco in 1952, the region’s surfers were experimenting with wool pullovers and similar garments in order to beat the ice-cold waves. The pioneer spirit of the passionate water sports enthusiast Jack O’Neill was soon aroused. O’Neill made use of the knowledge he had acquired in the army (where he had served in the Army Air Corps) in order to produce his own swimsuits using neoprene foam, originally SHOP aktuell 106

From the online presentation to the stores – company founder Jack O’Neill is omnipresent and represents the lifestyle feeling of the brand.

planned for use in passenger aircraft. It was this revolutionary invention which prompted him to open the first O’Neill Surf Shop in a garage. From this point onwards Jack O’Neill’s success story continued without a break: he began designing his own surfboards. His neoprene suits were increasingly popular with surfers. umdasch shop-concept

19


Shop Report O´Neill, Amsterdam

who has left his unique mark on the corporate identity. Top priority within the company is the realisation of his vision, “innovation in style and technology”. At O’Neill the staff constantly endeavours to prove that they understand the finer points of such innovation. Inspired by Jack O’Neill

The professional teamwork of Casper Willems (Store Development Manager, O’Neill), Paul van Hemert (Business Unit Manager, Umdasch Shop-Concept, Benelux) and Lex van Optsal (Design Manager, O’Neill), made a decisive contribution to the successful realisation of the new store concept.

He opened a larger shop in 41st Avenue in Santa Cruz. All his six children followed in his footsteps in the family firm. Son Pat became CEO in 1985. Since then Jack O’Neill, the “Father of Success”, has increasingly supported nature conservation projects. Clear placement and convincing identity Today O’Neill has positioned itself as a leading international lifestyle brand which appeals to the surfing community as well as to the young, sport-loving mainstream. The company strives constantly to win the favour of the consumer in competition with brands such as Billabong, Quiksilver and Rip Curl. O’Neill has become a multi-channel player and is therefore obviously also present online. The product range includes surfboard equipment and sportswear for both men and women. In the range of goods for sale O’Neill places great emphasis on a sophisticated blend of functionality and lifestyle. Jack O’Neill is the dominant personality

In order to promote the redesigned O’Neill flagshop store in Amsterdam in appropriate style, the famous wakeboarder Duncan Zuur surfed along the Raamgracht.

20

umdasch shop-concept

The new O’Neill retail concept celebrated its global launch in the Amsterdam flagship store in May 2009. Eppo van Berckelaer, Global Marketing Director at O’Neill, commented: “The launch of the new retail concept sets down the foundations for our ability to provide customers from all over the world with a consistent, innovative and premium retail experience … We look forward to listening to our customers’ feedback before rolling the new concept out on a global scale.” Anderson, the New York design agency, developed an impressive concept that dives deep into the world of Jack O’Neill. O’Neill’s house in Santa Cruz in Northern California, the company founder’s close links to nature and his unabated passion for board sports provided the source of inspiration. The store design was a logical development of this approach and is divided into five theme worlds: ● Porch: Metal bull’s eyes in the entrance area permit the customer a first glimpse of the store interior. A bathtub reflects the unique “Surf Pioneer’s Lifestyle”, which continues throughout the entire shop. ● Casual: Sports and leisure clothing is presented in this theme world. ● Garage: The central section of the store contains the checkout area and all the surf equipment. A lounge with an integrated stove invites customers to relax for a while. ● Active: This area is devoted to bathing fashions. ● Fitting Rooms: The spacious changing rooms are available for customer use in the rear area of the store.

The veranda of O’Neill’s house served as model for the entrance area (“porch”) of the new store.

SHOP aktuell 106


Shop Report O´Neill, Amsterdam

The restyled flagship store in the heart of Amsterdam is to be a pilot project for the international roll-out of the new O’Neill stores.

All five theme worlds are located on a single level. The shopfittings create an impression of space or divide up the different areas. Even the selection of materials matches the basic theme of the concept and reflects the unspoilt nature of the northern California region. Real wood (including spruce, maritime pine and oak), black untreated metal (with a transparent powdered finish), concrete and galvanised metal sheeting are all employed. Nor was the colour scheme left to chance. The definition of special company colours guarantee that Jack O’Neill’s house is reproduced as accurately as possible. Umdasch’s shopfitting expertise in demand Umdasch Shop-Concept has developed into a “Brand Shop Factory” in recent years through its co-operation with international brands such as Levi’s, Tommy Hilfiger, Esprit, H&M, Nike, Hugo Boss, Nespresso and others. It is precisely these skills in the smooth execution of multipliable concepts which made Umdasch the desired shopfitting partner for global player O’Neill in the realisation of the new store concept. The service package included the planning of the execution of the project, the development and production of the brand-specific shopfitting systems and the installation in the desired location. During the entire project special attention was paid to the uncompromising execution of the Anderson design agency’s instructions.

SHOP aktuell 106

Authentic use of materials and colours as well as harmonious lighting arrangements characterise the appearance of the international lifestyle brand.

Infobox Location:

Kalverstraat 134 1012 XD Amsterdam Netherlands

Contact:

www.oneill.com

Sales area/no. of floors:

220 m² / 1

Opening:

May 2009

Sector:

Sports/outdoor

Planning:

Anderson architects

Shopfitting

Umdasch Shop-Concept, Netherlands

Shopfitting system:

Brand-specific development

Lighting:

Lichtoplossingen

Floor:

Michels Parketvloeren

umdasch shop-concept

21


Shop Panorama Kaubamaja [1]

From Dublin to Abu Dhabi For this issue of Shop Panorama we have selected eleven remarkable projects in nine countries. Of course it is neither a coincidence nor unintentional that the focus is on new openings for which Umdasch Shop-Concept or other companies within the Umdasch Shopfitting Group contributed to the realisation. Nonetheless – or perhaps for that very reason – we can offer you on the following pages a tour of the latest developments in store branding, architecture shop and lighting design and product presentation.

Nr.

Project name

Location

Country

Sector/Range

Page(s)

[1]

Kaubamaja

Tallinn

Estonia

Department store, beauty

22

[2]

Swer

Fiorina di Domagnano

San Marino

Fashion

23

[3]

Kastner & Öhler

Oberwart

Austria

Fashion

24 – 25

[4]

Humanic

Praha

Czech Republic

Shoes

26

[5]

Noppies

Amsterdam

Netherlands

Fashion

27

[6]

Eurospar

Liezen

Austria

Food

28 – 29

[7]

DublinT1X

Dublin

Ireland

Travel Retail

30 – 31

[8]

Gleis4

Innsbruck

Austria

Fashion

32 – 33

[9]

Boday-Bulloni

Bern

Switzerland

Optics

34 – 35

[10]

Abu Dhabi Terminal 3

Abu Dhabi

United Arab Emirates

Travel Retail

36 – 37

[11]

Giorgio Martello

Frankfurt

Germany

Jewellery

38 – 39

Kaubamaja Beauty – a new presentation Infobox Location:

Viru Keskus Gonsiori 2 10143 Tallinn Estonia

Contact:

www.kaubamaja.ee

Sales area/ no. of floors:

2.500 m² / 1

Opening:

March 2009

Sector:

Department store, beauty

Planning

Kaubamaja; Umdasch Shop-Concept, Austria

Shopfitting:

Umdasch Shop-Concept, Austria

Shopfitting system

Classic & brand-specific development

The beauty department (cosmetics, jewellery) of the famous Estonian department store chain Kaubamaja was recently relaunched. Shown here in the Viru Keskus Shopping Centre in Tallinn.

22

umdasch shop-concept

SHOP aktuell 106


Shop Panorama [2] Swer

Swer Lifestyle in all facets Swer is a multi-label store presenting trendy fashions by leading brands like Burberry, Tommy Hilfiger, Polo Ralph Lauren and Bikkembergs… The new shop is a pilot project of the One S.r.l. company, based in San Marino, which aims to open additional shops under the name Swer in future. The purchasing concept aims at a lifestyle-oriented youthful clientèle, especially tourists. Designer furniture which not only encourages customers to spend some time in the shop, but which can also be purchased, and a café, which provides an arena for events likely to appeal to the target group (fashion shows etc.), round out the comprehensive lifestyle concept. Infobox Location:

Strada di Paderna, 2 47895 Fiorina di Domagnano San Marino

Contact

www.swer.sm

Sales area/ no. of floors:

1.400 m² / 1

Opening:

April 2009

Sector:

Fashion

Planning:

Umdasch Shop-Concept, Italy

Shopfitting:

Umdasch Shop-Concept, Italy

Shopfitting system:

Independent, Arena Alu

Lighting:

Antao Progetti

Floor:

Antao Progetti

At Swer customers will find an emotional shopping experience: changing lighting schemes, inspiring perfumes, LCDs with pictures and videos of sporting expeditions.

SHOP aktuell 106

umdasch shop-concept

23


Shop Panorama Kastner & Öhler [3]

High-gloss surfaces and high-quality veneers characterise the presentation of leading brands.

The range of fashion for sale in the new Kastner & Öhler is complemented by a cosmetics department. Here, too, the faith in the brand continues.

Kastner & Öhler Pure fashion

Since the year 2000 the Styria-based company Kastner & Öhler has operated according to a two-brand strategy. Gigasport sells products under its own name, while Kastner & Öhler is the brand for all-inclusive fashion and brand competence. Apart from its headquarters in Graz K&Ö will be found at ten locations in Styria, Carinthia and Upper Austria. In April 2009 the family firm took another step along its expansion course. Within the new “eo” shopping centre in Oberwart in Burgenland, both K&Ö and Gigasport opened new branches. At K&Ö you will find fashion for men, women and children as well as accessories and cosmetics. “Pure fashion” is the motto: Tommy Hilfiger, Hugo Boss, Vero Moda, Lacoste, Levi’s, Esprit, Brax, Mac… Chairman Mag. Martin Wäg sees the Oberwart location as “particularly interesting and forward-looking” because of its large catchment area and good transport connections.

Infobox Location:

eo Oberwart Europastraße 1, Top 11.2 7400 Oberwart Austria

Contact

www.kastner-oehler.at

Sales area/ no. of floors:

4.038 m² / 2 (incl. Gigasport)

Opening:

April 2009

Sector:

Fashion

Planning:

Kastner & Öhler; Umdasch Shop-Concept, Austria

Shopfitting:

Umdasch Shop-Concept, Austria

Shopfitting system:

Arena Alu, Equipment, Arena Classic

Lighting:

Vedder Lichtmanagement

In the new store, K&Ö has consistently continued its proven umbrella-brand strategy. With the exception of a few original corners the brands are clearly displayed in the shop design developed in partnership with Umdasch. The “local top address with wide appeal” (TW4 2009) anchors the brand “Kastner & Öhler” very effectively in the consumer’s awareness without abandoning the effect of strong brands. A skilful blend of materials is used to stage the theme worlds (Women, men, children, accessories and cosmetics) in a sophisticated manner within the fashion house, while also helping the customer to find his way around. 24

umdasch shop-concept

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SHOP aktuell 106

umdasch shop-concept

25


Shop Panorama Humanic [4]

Leder & Schuh On expansion course The Leder & Schuh Gruppe is one of the largest shoe suppliers in Europe and continues to strengthen its market presence. The principal fields of business are CORTI, DOMINICI, HUMANIC, JELLO and SHOE 4 YOU. As a fashion leader in the medium and upper-price sector, HUMANIC sets trends in fashion, business architecture, visual merchandising and service. HUMANIC’s preferred locations are busy 1A shopping streets or shopping centres with a perfect retail mix and good infrastructure. The new shopping centre “Pankrác Arcades” in Prague meets the company’s demanding location requirements.

Infobox Location:

Na Pankráci 140 00 Praha 4 Czech Republic

Contact:

www.shoemanic.com

Sales area/ no. of floors:

1.251 m² / 1

Opening:

November 2008

Sector:

Shoes

Planning:

HUMANIC Design-Team

Shopfitting:

Umdasch Shop-Concept, Austria

Shopfitting system:

Brand-specific development

Lighting:

Vedder Lichtmanagement

The skilful use of colours and light, pictorial communication and the arousing of emotions are fixed elements of the HUMANIC recipe for success at the POS.

26

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Shop Panorama [5] Noppies

Noppies Start in the retail sector Noppies is one of the world’s leading maternity and baby fashion brands. The collections are sold in 2,000 stores in more than 55 countries (Europe, USA, Far East, Middle East). The brand features the latest styles with a high degree of comfort which will appeal to fashion-conscious mothers-to-be and mothers. Since 2008 Noppies has operated its own brand stores in Belgium, the Netherlands and Germany. The shops are located in A1- and A2inner city locations and shopping centres in the vicinity of other fashionable addresses.

Infobox Location:

Nassaukade 358 Amsterdam Netherlands

Contact:

www.noppies.biz

Sales area/ no. of floors:

87 m² / 2

Opening:

April 2009

Sector:

Fashion

Planning:

Concept development: Umdasch Shop-Concept, Germany; Project planning: jonas planning services

Shopfitting:

Umdasch Shop-Concept, Germany

Shopfitting system:

Arena Alu, Uniplug

In-store decoration:

Noppies, Inhouse Design

Noppies is very demanding when it comes to the design of its brand stores. High-gloss surfaces, large-format image pictures and light/ dark colour contrasts create a harmonious overall appearance.

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Shop Panorama [6] Eurospar

Eurospar A new dimension in modern local shopping EUROSPAR, a brand of the SPAR international retail concern, positions itself not only as a local shopping location for the resident population in the immediate catchment area, but also as a shopping destination for the entire region. In April 2009 the largest EUROSPAR food market in Austria to date opened in Liezen. After a construction period of only twelve months an innovative retail location with an optimal traffic solution has been completed in the centre of the district town. Apart from EUROSPAR, consumers here also have at their disposal an H&M store with a sales area of over 1,600 m², a bistro and a newsagent and tobacconist’s specialist store. With its sales area of 2,600 m² EUROSPAR Liezen is in quite a different league. The location is impressive not only for the stylised exterior architecture. The modern store concept sparkles with a wine section covering 35 m² and containing over 1,000 types of wine, some of them already chilled. There is also a new delicatessen area with some 26 m of counter space. The comprehensive range of products in the fish department is especially impressive. Further innovative elements are the “low-price row” for special offer presentations of large-size packs; the new product labelling; the hybrid checkouts where you can be served or not, as you prefer; and the economical daylight monitoring and heat recycling from all the chilling and deep-freeze units.

Infobox Location:

Hauptstraße 35 8940 Liezen Austria

Contact:

www.spar.at

Sales area/ no. of floors:

2.600 m² / 1

Opening:

April 2009

Sector:

Food

Planning / Shopfitting:

SPAR

Planning / Building:

Architect DI Peter Lorenz

Shopfitting:

Assmann Shop Design

Shopfitting system:

ALL4one / A30

Lighting:

Zumtobel

Checkouts:

Wincor Nixdorf

In the largest EUROSPAR in Austria the latest concepts in shopfitting, product positioning and presentation have been incorporated.

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Shop Panorama DublinT1X [7]

DublinT1X “Temptation Alley” The expansion of Terminal 1 (T1X) marked the start of the ambitious billion-Euro project “Transforming Dublin Airport”. The project will continue with the opening of Terminal 2 at the end of 2010. According to the DAA (Dublin Airport Authority) this investment package is justified because of increasing passenger demand for high-quality retail shopping and the current lack of space at the airport. Operated by DAA, the new shopping area at T1 attracts attention with innovative concepts. Apart from alcohol, tobacco, perfumes and cosmetics the centre of the Travel Retail Store will present “Ól – Waters of the World”. The product range includes about 50 different brands of water from all over the world. The price per bottle lies between € 1.30 and € 130.

Infobox Location:

Dublin Airport T1 Extension Ireland

Contact

www.dublinairportauthority.com

Sales area/ no. of floors:

1.200 m² / 1

Opening:

April 2009

Sector:

Travel Retail

Planning:

Design Solutions, Pascall & Watson

Shopfitting:

Umdasch Shop-Concept, Ireland

Shopfitting system:

Classic & brand-specific development

Prime contractor:

Mc Namara & Company

The new Travel Retail Store is based on what is known as a “walkthrough concept”. The route to Piers A and D leads along “Temptation Alley”. The latest Duty Free design and planning ideas were combined in the development of the store. David Hendron from Pascall+Watson, the firm of architects in charge of the project, therefore also describes the store as a “state of the art retail experience”. Andrew Baker, DAA, summarises it in the following manner: “The aim was to create a spacious, bright and comfortable retail area for customers to shop and browse in.” Since April 2009 the Travel Retail Store at the expanded Terminal 1 at Dublin Airport has attracted all passengers heading for Piers A and D.

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Shop Panorama Gleis4 [8]

One of the eye-catching elements in the store is the branded black focus wall, which intentionally does not present any goods.

Gleis4 Not the same Infobox Location:

Anichstraße 5a 6020 Innsbruck Austria

Contact:

www.gleis4.com

Sales area/ no. of floors:

93 m² / 1

Opening:

June 2009

Sector:

Fashion

Planning:

Umdasch Shop-Concept, Innsbruck Planning and Sales Office

Shopfitting:

Umdasch Shop-Concept, Austria

Shopfitting system:

Arena Alu & brand-specific development

Lighting:

Umdasch Shop-Concept, Austria; Art Electronics

In-store decoration:

Manuel Ferrai, Bianca Stadelmann; Wladislaw Sokolowskij (design & photos)

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Gleis4 is an integral part of the streetwear and hip-hop scene. In addition to brands like New Era, Adidas, Nike, Ecko and Famous, owner Manuel Ferrai and his team also focus on their own brand, Gleis4, which attracts attention with its creative shirts and jeans. Following the store in Bregenz, the second branch of this trendy label opened in June 2009. At its new location in the centre of Innsbruck, Gleis 4 wins accolades from a young, sporting clientèle for its brightly coloured streetwear collections. The Gleis4 slogan “Not the same” is also reflected in the store design of the Innsbruck shop. The Umdasch planning team made good use of the narrow, elongated space for a tunnel solution in the entrance area. The goods are presented in niches and on indirectly illuminated, almost suspended wall panels. One of the niches is available for customers’ use as a lounge. A trendy sofa and energy drinks encourage them to stop and relax for a while. In the middle section stands Austria’s largest New Era 59fifty wall and an accessories section entirely in red. The distinctive black tunnel entrance leads to the changing cabins in the rear section of the store. The lighting draws the customers’ attention to the end of the tunnel, where a large mirror encourages them to study their new outfit. SHOP aktuell 106


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Shop Panorama [9] Boday-Bulloni

Boday-Bulloni Eye-catching optics For many years advice and service have been the top priority in the optics store of the Boday-Bulloni Family in Berne. The product ranges include spectacles, sunglasses and contact lenses by leading brands. Boday-Bulloni appeals to a fashion-oriented and quality-conscious target group. The company’s focus lies clearly on the establishment and maintenance of close customer relationships. In spring 2009 Umdasch Shop-Concept was responsible for executing Boday-Bulloni’s new store presentation, designed by Liliana Ferreira. With this new store design the optician aims to create a distinctive appearance which will increase the number of customers to the shop. The architecture is based on the fundamental idea of showing that eyewear opens up a new perspective on the outside world. The spacious store is designed to convey a fresh, sophisticated attitude to life and a pleasant atmosphere. The windows, outlined by rounded arches, provide the background setting for the spectacles. In this context designer Liliana Ferreira speaks of creating a “modern world in harmony with nature”. This impression is underlined by the trees made of curved steel which simultaneously serve as stands for the products. The mixture of shiny and matt materials reflects the timeless character of the optics store. The back walls are covered with different wallpaper patterns, expressing changeability and freshness.

Infobox Location:

Schwanengasse 6 3001 Berne Switzerland

Contact:

www.bodaybulloni.ch

Sales area/ no. of floors:

130 m² / 1

Opening:

April 2009

Sector:

Optics

Planning:

Shop design & planning: Liliana Ferreira; Detailed planning and execution: Umdasch Shop-Concept, Switzerland

Shopfitting:

Umdasch Shop-Concept, Berne Planning and Sales Office

Shopfitting system:

Brand-specific development

The open design, which also permits a glimpse of the workshop, allows plenty of space for advising customers and service.

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Shop Panorama Abu Dhabi Terminal 3 [10]

The furnishings at the new Terminal 3 convince with a harmonious choice of materials: gleaming chrome, glass and high-grade wood are shown off to good advantage. A sophisticated lighting concept complements the overall appearance.

Abu Dhabi Terminal 3 A Thousand and One Nights Abu Dhabi International Airport is becoming an increasingly important international hub between Europe and Asia and Australia. Following the completion of Terminal 3, covering an area of 75,000 m², the airport’s annual capacity has now increased to 12 million travellers. But the end of the road has not been reached yet: the planned “Midfield Terminal” is due to almost double passenger figures again in a few years. Most of the shopping area at Terminal 3 is operated by the DFS Group, the world’s leading duty free operator. In the new terminal the travel retail professionals impressively demonstrate their core competence in the luxury sector. Among the highlights along the exclusive shopping mile are 19 boutiques. Luxury brands like Polo, Rolex, Hermès and Burberry have established branches there. In the new Duty Free area great emphasis has been laid on the creation of themed areas. The clear presentation of the range of goods (from luxurious to consumption-oriented) makes it easy for travellers to find their way around. The retail design company rkd retail/iQ developed a store concept which combines Arabian lifestyle with the most demanding international design requirements. The material mix underlines the consistent execution of the underlying design. Plasterboard ceilings with oriental ornaments, light polished marble and stone 36

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floors recall “A Thousand and One Nights”. By way of contrast there is also the use of the latest generation of high tech in the form of modern LED technology and LCD screens directly integrated into the fittings.

Infobox Location:

Abu Dhabi International Airport Terminal 3 UAE

Contact:

www.dfs.com

Sales area/ no. of floors:

2.500 m² / 1

Opening:

April 2009

Sector:

Travel Retail

Planning:

rkd retail/iQ

Shopfitting:

Umdasch Shop-Concept, Middle East

Shopfitting system:

Classic & brand-specific development

Lighting:

rkd retail/iQ (concept)

Floor:

rkd retail/iQ (concept)

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Shop Panorama Giorgio Martello [11]

Giorgio Martello Atmospheric brand presentation Inspired by Milan, the Italian fashion metropolis, the silver jewellery range by Giorgio Martello Milano stands for “a top feeling for trends and an attractive price-performance ratio”. With mix-and-match rings, earrings and charms (bracelets, chains, watches with a wide range of pendants) this youthful brand targets a currently popular segment or – to put it differently – skilInfobox Location:

MyZeil – Palais Quartier 60313 Frankfurt Germany

Contact:

www.giorgiomartello.com

Sales area/ no. of floors:

36 m²

Opening:

February 2009

Sector:

Jewellery

Planning:

Umdasch Shop-Concept, Germany

Shopfitting:

Umdasch Shop-Concept, Germany

Shopfitting system:

Brand-specific development

Lighting:

PG-Licht

fully arouses the collector’s instinct in its predominantly female clientèle. With his “Uomo” jewellery line Giorgio Martello has also succeeded in winning over self-confident male customers. On instructions from Hammer in Pforzheim Umdasch ShopConcept developed the brand presentation of their Giorgio Martello label at the POS. The concept was realised in recent years in a series of shop-in-shops in the jewellery departments of Galeria Kaufhof. With the opening of the first Giorgio Martello flagship store in Germany in February 2009 a further milestone was achieved. The store location is the new MyZeil shopping centre in the heart of Frankfurt. The Frankfurt flagship is characterised by an exclusive presentation: black high-gloss surfaces, illuminated glass display cases and Murano crystal chandeliers in the lounge area. The brand consciously aims to set itself apart from classic fashion jewellery. By exchanging carpets, fabric coverings and image posters the furnishings can be adapted to suit the current latest trends.

In the first flagship store in Germany in the MyZeil centre in Frankfurt, Giorgio Martello placed great emphasis on a corresponding ambience, lightness and the adaptability of the store design.

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Text & Photos Reinhard Peneder

Japanese everyday culture formed an important part of the programme. This picture shows the early-morning auction at the fish market in Tokyo.

SHOP Concept Topic The Seven Feelings of Elation

The guru and his students. Dr. Christian Mikunda in action.

Encouraging customers to buy using glory, joy & chill At the Frankfurt Book Fair 2009 Dr. Christian Mikunda will be presenting his new volume, published by Econ and entitled “Warum wir Gefühle kaufen” (Why we buy feelings). In it he also presents his new consumer theory based on the Seven Deadly Sins. More than 40 trend scouts from European retail businesses were able to get a first fascinating glimpse in May during “Laden-Dramaturgie LIVE!” (Shop Dramaturgy LIVE!) in Tokyo. Within the 60 to 80 annual events organised by the Umdasch Shop Academy, “Laden-Dramaturgie LIVE!” (Shop dramaturgy LIVE!) occupies a special place for several reasons. Basically it is a matter of adapting the fundamentals of stage design which have been successfully used for millions of plays and films to suit the requirements of shops. Dr. Christian Mikunda from Vienna was originally a producer of films and television plays; today, his new worlds of experience have made him the pioneering advisor of the European economy. For over ten years the Umdasch Shop Academy has been arranging these shop expeditions with Dr. Mikunda and his wife, Mag. Denise Mikunda-Schulz. This unusual approach has resulted in a degree of hype surrounding the popular events. Previous participants have formed themselves into a sort of “committee”, which also makes suggestions regarding destinations for future trips.

View from the 37th floor of the seminar hotel Ana Continental across the Roppongi district and the Roppongi Hills and Tokyo Midtown shopping centres.

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Everyday Japanese culture and fascinating shopping temples But what is there for a European trend scout to see in a metropolis with a population of 14 million in a country in which the word “crisis” has been a constant subject of conversation for years? Dr. Christian Mikunda’s Well, Dr. Christian Mikunda suclatest book will published ceeded brilliantly in putting together in time for the Frankfurt Book Fair. a four-day programme consisting of a succession of highlights. The participants were confronted in a very subtle way with numerous, often quirky aspects of everyday culture, to enable them to gain a better understanding of a highly unusual consumer culture. These included, for example, the tranquil tea ceremonies and impressive gardens, the early-morning tuna auctions at the world’s biggest fish market and the Meiji Jingu shrine, not

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SHOP Concept Topic The Seven Feelings of Elation

Interesting jeans presentation in the Estnation fashion house in the Roppongi Hills shopping centre. The high-frequency Shibuya 109 shopping centre is characterised by quirky shops for a youthful clientele.

to mention cat cafés (where guests can stroke cats), capsule hotels and love hotels (with the categories “Stay” and “Rest”). Ultimately, this everyday culture also affects the design of the shopping temples and shops. It is in evidence in particularly concentrated form in the spectacular shopping centres like Omotesando Hills (with its staircase-like setting), Tokyo Midtown (with an incredibly authentic, high-quality blend of materials and numerous works of art), and Roppongi Hills (with a superlative urban design setting). It goes without saying that flagship stores of virtually all global brands are present in Tokyo, many of them in the famous shopping district of Ginza. A number of these flagship stores were visited, including Dior, Louis Vuitton, Tod’s, Prada, Armani and the Nicolas G. Hayek Center as well as the Swarovski store, for which Umdasch Shop-Concept provided the shopfitting). Shibuya 109 by contrast is a breathtaking high-frequency shopping centre for an exclusively young clientèle in the entertainment district of the same name. There the shops stand cheek by jowl (a total of over 100 on ten floors) and the relaxed party mood continues virtually around the clock. The Seven Deadly Sins as a purchasing motive In many of the shops visited in Tokyo, Mikunda explained the purchasing motives he had already introduced, explaining the

psychological mechanisms and classifying them according to his new theory. He has derived it from the Seven Deadly Sins. These are the strongly emotional but base feelings which have been described as deadly sins since the 4th century AD. According to Mikunda, however, evolution can offer us a way out. It confronts the base feelings with a catalogue of positive feelings of elation which are just as persuasive and satisfying, but which have fewer destructive side-effects. When employing these feelings of elation in economics, culture and lifestyle it is important to know how they are rooted in the Deadly Sins. It is essential to recognise the dark side of the coin in order to understand the glossy shine on the front. And so Mikunda has transformed the Deadly Sins into feelings of elation: Glory comes from Pride Desire comes from Avarice Joy comes from Gluttony Intensity comes from Lust Power comes from Wrath Chill comes from Sloth Bravour comes from Envy In Tokyo, and even more so in his new book, Mikunda gives countless examples of the way the desire to purchase can be aroused through the strategic use of feelings of elation. The process which has this effect is always the same: initiation – empathy – after-effect. These emotions can be aroused by means of an appropriate dramaturgical, architectural and emotional design of the shops. However, the feeling of elation only occurs if the “recipient” wants it to. That means that there are natural limits to the amount of manipulation which can take place.

limited edition limited edition limited edition limited edition limited edition limited edition limited edition “Purchasing emotions” – Seminar language German. One-day seminars with Dr. Christian Mikunda for owners and from the retail and brand product sector, shopping limited edition limited edition limited managers centre managers, project developers… limited edition limited edition limited Amstetten: 17. 11. 2009 22. 10. 2009 KAUFGEFÜHLE Limited Edition*) Oberentfelden: limited edition limited edition Seminar limited Düsseldorf: 4. 11. 2009 Dr. Christian Mikunda request a seminar invitation and full information from the addresses listed on the back of this magazine. edition limited edition limited edition Please 42

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SHOP Concept Topic The Seven Feelings of Elation

Many of the shops in the Japanese capital demonstrate a low level of goods pressure. Shown here: Takashimaya department store.

Genuine warmth and a less aggressive price policy

Shop Dramaturgy LIVE! in Tokyo again in 2010

But back to Tokyo. Many of the participants were very impressed by the service culture of the Japanese. On every corner you will find smiling assistants who seem to anticipate your every wish before you can voice it yourself. In contrast with the somewhat artificial friendliness in America, this warmth appears genuine. The morning greeting ceremony in the Takashimaya department store is just the tip of the iceberg. The “top dogs” among the participants watched this scene particularly attentively; among them were Renate Reichholf and Hannelore Strießnig (Petera/Innsbruck), Marc Ramelow (Elmshorn), Renate and Markus Krug (Marburg-Wehrda), Peter Bödeker (Speyer), Hellmut Riebeling (Mast Mode/Gummersbach), Claus Wilhelm Vocke (Sulingen) and Marianne und Peter Stöcker (Eferding). The retail professionals noticed, of course, when comparing similar shop types that goods pressure in Japan was considerably less than in Europe, especially the German-speaking countries, so that the quality of the presentation was higher. And instead of aggressive price labels, in Japan the preferred method for encouraging the customer to buy is a friendly smile.

Because of the great interest shown there will be another Laden-Dramaturgie LIVE! (Shop Dramaturgie LIVE!) study trip with Dr. Christian Mikunda to Tokyo in 2010. As was the case this year it will probably be held during the second quarter; the exact dates will be determined during the next few weeks. Advance bookings are already being accepted. During 2010 another LIVE! Expedition to London is also planned, but here, too, the final dates have not yet been fixed. From this autumn Dr. Christian Mikunda will explain how the desire to purchase can be aroused by making use of feelings of elation in his new one-day top seminar “KAUFGEFÜHLE” (Purchasing emotions), which is being presented by the Umdasch Shop Academy in the form of a “Limited Edition” with a limited number of event locations and dates, and a limited number of participants (see box). During the seminar Mikunda will compare the latest examples, for example in Las Vegas, Dubai, Tokyo and New York with the most successful shops and shopping temples in Europe. 

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SHOP DESIGN

Text Ulrich Hopp

A worthwhile look downwards

How floor coverings make shops unique The retailer who wants to sell his products successfully now and in the future would do well to bear in mind the changed consumer habits of the “new customers”. With increasing mobility people are becoming more critical in their comparison of offers. They decide what to buy, and where to buy it, only when they find a stimulating ambience with an attractive design which matches their requirements. A shopping trip should be an experience; the customer wants to feel at home in order to be in the right mood to make a purchase. And so it is even worth taking a look downwards, at the floor. We seldom notice the floor, although we tread on it all the time. In shopfitting, however, no plan will work unless it includes ideas about the flooring. Not only should it look attractive; the floor covering is one of the determining elements that ensure 44

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that customers in the store experience their own “individual brand feeling”. It helps to convey visual messages. Through the choice of the right floor covering a variety of functions and tasks can be fulfilled: SHOP aktuell 106


SHOP DESIGN

Creation design floor coverings form the basis for natural shopfitting ideas. In addition to the various looks such as wood, stone and design you can also create individual floor areas by using different-sized tiles (e.g. 18.4 x 121.9 cm, 61 x 61 cm). For high quality, a natural appearance and harmony in shopfitting. The Creation range by Gerflor includes over 100 decorative schemes.

Modelling room proportions Floor coverings have a lasting effect on the appearance of the room and can ensure that the proportions of the space appear balanced and clearly structured. Through the targeted use of colour, discordant architectural features can be optimised (for example for action spaces; to divide the room into diffferent areas; as a design element; as insulation; and to improve the climate and the atmosphere). To provide orientation Customer guidance systems are an important aspect of wellthought-out shop design. The routes through the shop must be simple and clearly marked, so that new customers or those in a hurry can easily find their way around. Different floor coverings indicate the way through the different departments and subdivide the entrance areas and the main and subsidiary pathways. Fulfilling the requirements of Corporate Design A clearly defined merchandising concept is an essential element of a successful business today. As instruments of the brand-linked goods presentation within the sales area, both SHOP aktuell 106

brand colours and logos are integrated into the floor at the point of sale. Leading flooring manufacturers offer a special service by developing and executing the optimal appearance together with their customers – from the recommendation of the right floor covering as regards both design and colour, to the planning of how to lay it. Creating atmosphere Colours arouse specific emotions. Especially when they are used over a large area. Any desired ambience can be created and supported by the use of floor coverings, in order to create specific moods – from down-to-earth and cool to playful, and from rustic to modern. In a single colour or many different ones. The possibilities are almost unlimited. The ideal floor covering for every space After wall and ceiling, the floor represents the largest area within the inside space. In the case of a new design this means an investment of time and money, which must be carefully thought through. The selection of the ideal floor is extremely umdasch shop-concept

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Since the existing ceramic floor covering in the Passage City Center in Linz has to be handed back in its original condition at the end of the tenancy, GTI AS Decor by Gerflor provided the obvious solution to the problem. The tiles, which are 6 mm thick, were laid directly on the subsurface without adhesive. They are not only easy to lay but also re-usable.

important because the possible choices are very wide-ranging indeed:

High technical quality and expertise ● Very hard-wearing

● Easy care

Hard floors

Brick, stone, tiles, terrazzo, mosaic, concrete, metal and glass

● Quick and easy to lay

● Very hygienic

Wood floors

-

Textile floor coverings

Fitted carpet, carpets, natural fibre mats

Resilient tiles

Cork, rubber, linoleum, vinyl, leather, PVC

● Optimal cleaning properties ● Resistant to marks and damp through modern surface ● Comfortable to walk on tempering ● Ideal insulation of the sound ● Long life of footsteps

Resilient PVC floor coverings offer quality In the choice of floor coverings for use in shopfitting it is important to consider carefully the advantages and disadvantages of the different materials. Modern, flexible PVC floor coverings are being used increasingly in shopfitting because of their numerous advantages as regards both design and physical properties. (In addition to the aesthetic requirements, the safety requirements listed in the regulations governing places of work and trade associations must also be borne in mind). Quality in colour and designs ● Wood look

● Stone look

● Imaginative patterns

● Plain colours

● Multi-coloured patterns

● Marbled patterns

● Chip patterns etc. 46

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Quality in variety and selection ● Property floor coverings

● Stair coverings

● Safety floor coverings

● Industrial flooring

● Self-laying floor tiles

● Design floor coverings

Self-laying floor tiles – an innovation for shopfitting Large-format self-laying tiles have become very popular in innovative shopfitting. The unique characteristic of these tiles is that because of their weight and their special stabilisation properties provided by a double glass reinforcement lattice, they can be laid loose – in other words without adhesive. A further advantage: The tiles, which measure 63.5 x 63.5 cm and are 6 mm thick, can also be laid on uneven old subsurfaces or subsurfaces with residual moisture. This means big SHOP aktuell 106


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savings in the preparation of the subsurface, which above all means that big savings can be achieved as regards the time factor. In the retail sector the period of closure is thus minimised and there can be a rapid resumption of sales activities, or an earlier opening date. It is even possible to continue sales activities without interruption during the floor-laying process. The sales area need not be cleared; there are no waiting times while the adhesive dries; no smells; and the floor can be laid in the shortest possible time. ● Ideal for sales areas and action areas ● Can be laid without adhesive and walked on immediately ● Permit residual moisture to escape ● Enormous time savings

Wood The trend towards ever broader and ever larger tiles continues. In addition to the usual sizes, extra-large tiles are also available. In line with the current furnishing trends, dark woods in particular are in demand. The selection of dark woods is almost limitless. In addition to wenge there are also dark walnut, oak and zebrano-look tiles as well as a large number of washed woods, exotics, chalked and antique designs. Stone Here, too, the trend is towards large formats and a wide range of colours. Natural-looking marble look in the trend colours black and white as well as a variety of other natural stone looks such as slate look convincing thanks to their perfect surface structuring.

● Can be moved and re-used ● Easy to clean ● Individual tiles can easily be exchanged ● Decorative appearance with a wide range of modern colours ● Can be easily combined

Design Imaginative designs permit the creation of real palaces for an extravagant presentation, by combining various patterns optimally with identically coloured plain tiles. The perfect interplay between aesthetics and ease of care

● Pleasant damping of sound of footsteps and room noise ● Pleasantly comfortable to walk and stand on Design floor covering – Inspiration in wood, stone and imaginative designs

The advantage of flexible design floor coverings in shopfitting is their hardiness. The floor coverings are very hard-wearing and retain their attractive appearance over long periods. Design floor coverings convince not only because of their appearance, but also through their performance in everyday use:

Real wood or imitation wood? The knots can be clearly felt and so can the perfect stone surface structures. But it is neither “real” wood-block nor “real” stone flooring. These are incredibly beautiful visual interpretations of wood and stone, which are almost impossible to distinguish from the original. High-quality woods like wenge, dark walnut or oak provide a harmonious appearance and create a cosy atmosphere. And then there are numerous designs based on cooler materials such as slate, concrete or natural stone which convey a classical, sophisticated ambience.

● Modern surface finishes added in the factory protect the floor from marks, shoe scuff marks and scratches ● Easy cleaning using commercially available cleaning agents ● Impact-resistant ● Suitable for underfloor heating and chair castors ● Quiet and pleasantly warm underfoot

Modern design floor coverings provide the basis for naturallooking ideas for shop design. In addition to the combination of various looks such as wood, stone and imaginative design patterns, different sizes permit the creation of highly individual spaces. And distinctive shopfitting concepts.

In the KAPPA sports shops (Tyrol, Styria and Hungary) one of the strengths of the design floor coverings by Gerflor can be seen to good advantage: the “modern mix” – the fact that wood and stone can be optimally combined to show the pathways through the stores.

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SHOP Events

Verhaltene Zuversicht im Ladenbau Cautious optimism in the shopfitting sector Unter dem Leitthema „Innovationen“ stand am 14. und 15. Mai 2009 die Jahresversammlung des Deutschen Ladenbau Verbandes in Freiburg. 150 Teilnehmer, so viele wie nie zu vor, waren in den Breisgau gekommen. Trotz Krise demonstrierte die Branche „verhaltene Zuversicht“. Zum Thema Innovationen referierten Susanne Köhler (Zukunftsinstitut), Gilbert Rottmann und Matthias Pohl (Kölle Zoo) aus verschiedenen Perspektiven. Weitere Infos: www.netzwerk-ladenbau.de.

Claudia Horbert (EHI) sowie Tanja Schindler und Elke Moebius (EuroShop) waren interessierte Gäste bei der dlv-Jahresversammlung. Claudia Horbert (EHI) and Tanja Schindler and Elke Moebius (EuroShop) were some of the interested guests at the dlv annual meeting.

The annual meeting of the German Association of Shopfitters (dlv) was held in Freiburg on 14 and 15 May 2009. The main topic on this occasion was “Innovations”. 150 participants – more than ever before – travelled to Breisgau to take part. Despite the economic crisis, the sector demonstrated “cautious optimism”. Susanne Köhler (Zukunftsinstitut), Gilbert Rottmann and Matthias Pohl (Kölle Zoo) gave lectures on the subject of “Innovations” from various perspectives. Further information: www.netzwerk-ladenbau.de.

Welcome to Neidenstein Umdasch Shop-Concept GmbH has re-designed the ShopShow at its German headquarters in Neidenstein near Heidelberg. The attractive space includes an informative workshop area and a seminar room with the latest equipment for the events organised by the Umdasch Shop Academy. Even the very entrance area to the newly designed rooms looks welcoming. However, the workshop area is the focal point. Display boards present a clear summary of the range of services of Umdasch Shop-Concept. Examples of several of the shopfitting systems manufactured by Umdasch are also on view. Managing Director Michael Staller is especially proud of the comprehensive material display section. You will find here a wide range of samples of materials, surfaces and qualities used in modern shopfitting. It is a sort of treasure

The attractive new entrance of Umdasch GmbH in Neidenstein leads visitors into the workshop area and the seminar room of the Umdasch Shop Academy.

trove of constantly updated ideas which has proved invaluable − not least during project meetings which are held in the

The workshop area is the focal point of the Umdasch ShopShow in Neidenstein near Heidelberg.

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workshop area with customers, architects and designers. Umdasch ShopConcept in Neidenstein is easily reached via the Sinsheim exit on the A 6, from where it lies only ten minutes away. Umdasch Shop-Concept also offers interested customers ShopShows, shopfitting exhibitions covering the very latest ideas, at various other locations. The ShopShow in the InfoCenter of the company headquarters in Amstetten/Lower Austria has an 800 m² exhibition area; the one in Oberentfelden/Switzerland is of a similar size. The ShopShow in Steinmannwald near Bolzano is somewhat smaller but also well worth a visit.

SHOP aktuell 106


SHOP Events

Vielversprechender Shop Design-Nachwuchs Promising young shop designers Der Standort Kuchl der Fachhochschule Salzburg ist eine jener wenigen Ausbildungsstätten, an denen ganz explizit das Thema Shop Design gelehrt wird. Im vierten Semester der Ausbildung zum Bachelor ist der Lehrgang „Raumlehre Shop Design“ der inhaltliche Schwerpunkt des Studiums. Eine dreiwöchige Studienreise nach New York war für die 36 Studentinnen und Studenten die passende Einstimmung für die Semesterarbeit: Der Entwicklung einer Geschäftsidee und ihre Visualisierung für einen Store in einem neuen Shopping Center am Ground 0 an der Südspitze Manhattans. Aus den vielen bemerkenswerten Arbeiten ragten zwei noch besonders heraus. Christine Crepaz und Philip Fürmann entwickelten eine 300 m² große italienische Aquatheque, die auf höchstem Niveau „alle Wasser dieser Welt“ anbietet (siehe auch Seite 2). Andreas Powisch und Thomas Oberauner wiederum überzeugten mit „Commox“, einem aus Kanada kommenden und scharf fokussierten Outdoor-Konzept, dessen Etagen als Camps dargestellt sind. The Kuchl location of Salzburg Technical University is one of the few educational establishments where the subject of shop design is taught as a subject in its own right. During the fourth semester of the Bachelor’s degree course the main topic of the course focuses on “The Study of Space and Shop Design”. A threeweek study trip to New York provided the right introduction to the semester project

Über einzelne Camps (= Etagen) erschließt sich dem Besucher das Sortiment im BergsportStore-Konzept „Commox“. The visitor can explore the range of products in the “Commox” mountain sports store via the various “Camps” (= floors).

for the 36 students: the development of a business idea and its visualisation in the form of a store in a new shopping centre at Ground Zero at the southern tip of Manhattan. Among the large number of remarkable projects, two were outstanding. Christine Crepaz and Philip Fürmann developed a 300 m² Italian Aquatheque, which presents “all the waters

of the world” in an exclusive setting (see also page 2). Andreas Powisch and Thomas Oberauner convinced with “Commox”, an outdoor concept from Canada with a precise focus where the different floors are depicted as camps.

Increased revenue from the same sales area Christian Göggerle and Markus Haslinger of Hutner Training AG are the lecturers at the Shop Academy seminar “Mehr Ertrag auf gleicher Fläche” (Increased revenue from the same sales area). The lecturers will show participants by means of modules from the training programme for department heads the way to train sales staff to share some of the responsibility. SHOP aktuell 106

Previous versions of this seminar were awarded top marks by participants. In autumn 2009 two further dates are available: On 15 September in Amstetten/Lower Austria (Christian Göggerle) and on 13 October in Düsseldorf (Markus Haslinger). Christian Göggerle and Markus Haslinger show the way to “Mehr Ertrag auf gleicher Fläche”.

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Bücher Books Kalender calendar

Neue Bücher New Books (German editions) E. Wenzel, A. Haderlein, P. Mijnals

B. Niefanger, D. Alt

Eike Wenzel

Future Shopping

Cult

Die Neuerscheinung setzt sich mit vier ShoppingSzenarien der Zukunft auseinander. Daraus leiten sich elf Abschlussthesen ab. Ein kleiner Vorgeschmack: Lokales und Regionales wird zum Alleinstellungsmerkmal. Klimawandel und Ressourcenknappheit werden das Shoppingverhalten verändern. Die neue Rolle der Männer zwischen Konsum und Karriere weckt Shopping-Bedürfnisse.

Die Levi´s 501 ist nicht einfach nur eine Jeans, genauso wie der iPod nicht nur ein MP3-Player ist. In „Cult“ werden 177 Objekte vorgestellt, die eine anhaltende Faszination ausüben und durch zeitloses Design von bleibendem Wert sind. Kurz gesagt: Ein umfassender Bildband mit Hintergrund-Infos zu den „kultigen“ Produkten.

Sinnmärkte – der Wertewandel in den Konsumwelten

mi-Fachverlag, München 2009, 168 Seiten, ISBN 978-3-636-03168-6 41,10 €

Callwey, München 2008, 400 Seiten, ISBN 978-3-7667-1779-5 49,95 €, 80,90 SFr

H. Meyer-Hentschel, G. Meyer-Hentschel (Hrsg.)

H. Bäuerle, J. Stumpp

Raumproben² Neue Materialien sind nicht zuletzt in der Ladenarchitektur ein Trendthema. Nach dem Erfolg des ersten Buches „Raumproben“ folgt nun die Fortsetzung mit einer aktuellen Auswahl an innovativen Materialien. Von Feinstaub entlastete Teppiche oder antibakterielle Oberflächen finden ebenso Beachtung wie die wiederentdeckte Flüssigkeitstapete oder weiterentwickelte Material-Klassiker. Callwey, München 2009, 288 Seiten, ISBN 978-3-7667-1787-0 (D) 49,95 €; (A) 51,40 €; 83,90 SFr

Jahrbuch SeniorenMarketing 2008/2009 Wurde in den vergangenen Jahren viel über den 50plus-Markt geschrieben und diskutiert, gewinnt Seniorenmarketing nun auch in der Praxis immer mehr an Fahrt. In diesem Jahrbuch erhält der Leser umfassende Informationen über den aktuellen Stand der Forschung. Im Praxisteil berichten Unternehmen verschiedener Branchen über innovatives Seniorenmarketing. Deutscher Fachverlag, Frankfurt am Main 2008, 357 Seiten, ISBN 978-3-86641-140-1 98 €

Gerade in wirtschaftlich schwierigen Zeiten wird die Frage nach der Qualität, der Werthaltigkeit und des Warum umso dringlicher, davon ist Autor Dr. Eike Wenzel überzeugt. Er sieht die Krise deshalb auch als Beschleuniger für die neuen Sinnmärkte. Diese Studie nimmt acht Teilmärkte unter die Lupe, auf denen schon heute immaterielle Werte das schlagende Verkaufsargument sind. Zukunftsinstitut (www.zukunftsinstitut.de), Kelkheim 2009, 145 Seiten, ISBN 978-3-938284-46-9 220 €

O. Dziemba, E. Wenzel

Marketing 2020 Latte-Macchiato-Familien, CommuniTeens, TigerLadies, Super-Daddys und Greyhopper sind fünf der elf avantgardistischen Lebensstile, die in dieser Neuerscheinung vorgestellt werden und für das Marketing von morgen richtungsweisend sein sollen. Die Autoren zeigen, dass eine flexiblere Einteilung der Gesellschaft notwendig ist, um Marketingstrategien den Anforderungen der Zukunft anzupassen. Campus, Frankfurt am Main 2009, 212 Seiten, ISBN 978-3-593-38826-7 39,90 €, 67,00 SFr

Event-Kalender Calendar of events* Date

Location

Event

Type

Information

8. 9. 2009

Bamberg

Emotionen zum Nulltarif?

Licht-Eintagesseminar, Vedder, Hendricks

www.umdasch-shop-concept.com

8. 9. 2009

Oberentfelden

Das Drehbuch für den erfolgreichen Verkauf

Eintagesseminar, Claudia Engel-Hutner

www.umdasch-shop-concept.com

10. – 11. 9. 2009

Zürich

59. Internationale Handelstagung

Handelstagung

www.gdi.ch

15. 9. 2009

Amstetten

Mehr Ertrag auf gleicher Fläche

Eintagesseminar, Christian Göggerle

www.umdasch-shop-concept.com

15. – 16. 9. 2009

Köln

Store Planning & Design

EHI Ladenbau-Kongress

www.ehi.org

16. 9. 2009

Oberentfelden

Ladengestaltung für Praktiker

Eintagesseminar, Consult-Portfolio

www.umdasch-shop-concept.com

16. – 17. 9. 2009

Mumbai

India Retail Forum 2009

Retail Congress

www.indiaretailforum.in

17. 9. 2009

Renens

Le Vol à l´étalage live!

Séminaire d´un jour, Jürgen Schmidt

www.umdasch-shop-concept.com

17. 9. 2009

Berlin

German Council Congress

Shoppingcenter-Kongress

www.gcsc.de

21. – 22. 9. 2009

Berlin

Luxury Summit

Mode-Kongress

www.textilwirtschaft.de

22. 9. 2009

Düsseldorf

Ladengestaltung für Praktiker

Eintagesseminar, Consult-Portfolio

www.umdasch-shop-concept.com

2. – 4. 10. 2009

Hamburg

Internationale BDS-Fachtagung

Visual Marketing Tagung

www.bds-visuellesmarketing.eu

5. 10. 2009

Paris

Visual Merchandising

Séminaire d´un jour, Brigitte Beeler

www.umdasch-shop-concept.com

13. 10. 2009

Düsseldorf

Mehr Ertrag auf gleicher Fläche

Eintagesseminar, Markus Haslinger

www.umdasch-shop-concept.com

15. – 17. 10. 2009

Alpbach/Tirol

DIE KUNST DER INSZENIERUNG II/ STAGECRAFT IN RETAILING II

Int. Handels-Forum/Retail Forum

www.umdasch-shop-concept.com

20. 10. 2009

Amstetten

Visual Merchandising für Praktiker

Eintagesseminar, Irmgard Heyd

www.umdasch-shop-concept.com

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SHOP aktuell 106


Bücher Books Kalender calendar

(German/English editions) W. Kroeber-Riel, P. Weinberg, A. Gröppel-Klein

B. Swoboda, T. Foscht, K. Pennemann

Konsumentenverhalten

HandelsMonitor 2009 – Internationalisierung des Handels

Das 1975 von Werner Kroeber-Riel erstmals publizierte Standardwerk zum Konsumentenverhalten liegt nun in der wieder überarbeiteten und aktualisierten 9. Auflage vor. Nach einer ausführlichen Auseinandersetzung mit diesem Werk wird der Leser mit höchst praxisrelevanten und wissenschaftlich bestens fundierten Erkenntnissen belohnt. Nicht zuletzt für den Handelspraktiker eine Pflichtlektüre. Vahlen, München 2009, 9. Auflage, 812 Seiten ISBN 978-3-8006-3557-3 45 €

D. Ahlert, K. GroSSe-Bölting, G. Heinemann

Toby Meadows

Wie gründe ich ein Modelabel?/ How do I set up a fashion label?

2009 beschäftigt sich der HandelsMonitor mit der Bedeutung und den vielfältigen Dimensionen eines erfolgreichen „Going & Being International“. Ergebnisse aus der Befragung 71 deutschsprachiger international tätiger Handelsunternehmen werden in der Studie präsentiert. Abgerundet wird das Werk mit Praxisbeispielen erfolgreicher Internationalisierungskonzepte und Player (Tesco, Carrefour, Zara, s. Oliver…) in Auslandsmärkten.

The aim of this handbook is to fill the gap between the creative and entrepreneurial aspects which becomes evident in the case of most company startups in the fashion sector. Author Toby Meadows, himself the Managing Director of the label “Belle&Bunty” and management consultant for the fashion industry, examines important topics such as planning, organisation, marketing, financing, production and sales.

Deutscher Fachverlag, Frankfurt am Main 2009, 247 Seiten ISBN 978-3-86641-210-1 198 €

avedition, Ludwigsburg 2009, 176 pages, German / English (Laurence King Publishing), ISBN 978-3-89986-112-9 € 29.90, SFr 49.90

Handelsmanagement in der Textilwirtschaft

M. Hank Häusler

Diese Neuerscheinung stellt das textile Handelsmanagement aus einer ganzheitlichen Perspektive auf über 1.000 Seiten systematisch dar. Das Buch behandelt Kernthemen wie Markenmanagement, Führung, Distributionsformen, Internationalisierung u.v.m. Fazit: Ein Grundlagenwerk über den Bekleidungshandel, das nicht nur Wissenschaftler und Studierende sondern auch Praktiker aller Wertschöpfungsstufen anspricht.

Media Facades Die media recordability of surfaces is a very fashionable topic, not least in shop architecture. This new publication gives an overview of the different kinds of media facades, their technology and future development. 36 international examples (Galleria Department Store, Mercedes-Benz…) impressively illustrate the subject.

Deutscher Fachverlag, Frankfurt am Main 2009, 1090 Seiten, ISBN 978-3-86641-143-2 248 €

Avedition, Ludwigsburg 2009, 248 pages, English, ISBN 978-3-89986-107-5 € 49.90 (D), SFr 84.00

Date

Location

Event

Type

Information

22. 10. 2009

Oberentfelden

KAUFGEFÜHLE

Eintagesseminar, Christian Mikunda

www.umdasch-shop-concept.com

21. – 23. 10. 2009

Genf

Selbstähnliche Markenführung

Management-Seminar

www.markentechnik.com

23. – 27. 10. 2009

Mailand

World Shopfittting Exhibition

Shopfitting Fair

www.shopproject.fieramilanoexpocts.it

27. 10. 2009

Neidenstein

Visual Merchandising für Praktiker

Eintagesseminar, Irmgard Heyd

www.umdasch-shop-concept.com

4. 11. 2009

Düsseldorf

KAUFGEFÜHLE

Eintagesseminar, Christian Mikunda

www.umdasch-shop-concept.com

12. 11. 2009

Zürich

Shopping Center Forum & Swiss Council Congress

Shopping-Center-Kongress

www.sc-forum.ch

17. 11. 2009

Amstetten

KAUFGEFÜHLE

Eintagesseminar, Christian Mikunda

www.umdasch-shop-concept.com

17. – 18. 11. 2009

Wiesbaden

Läden 2009

Store-Konferenz

www.conferencegroup.de

18. – 19. 11. 2009

Berlin

Deutscher Handelskongress

Retail-Kongress

www.managementforum.de

18. – 20. 11. 2009

Cannes

MAPIC

Retail Real Estate Fair

www.mapic.com

26. 11. 2009

Kelkheim

Sales Design

Trend-Seminar

www.zukunftsinstitut.de

2. – 4. 3. 2010

Düsseldorf

EuroCIS

Trade Fair for IT in Retail

www.eurocis.com

10. – 12. 3. 2010

Las Vegas

Global Shop

Retail Design and In Store-Marketing Fair

www.globalshop.org

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

SHOP aktuell 106

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Das gedruckte Gesamtprogramm für diesen Handels-Event des Jahres können Sie formlos bei einer UmdaschAdresse Ihrer Wahl anfordern bzw. steht dieses Programm auf der Homepage www.umdasch-shop-concept.com als pdf-Download zur Verfügung. The printed programme of this Retail Event of the Year lists all details and can be obtained upon request from any one of the Umdasch addresses. The programme is also available for download as a pdf file on our website www.umdasch-shop-concept.com.

Alpbach international retail Forum 15 – 17 October 2009 – Programme (extract): Thursday, 15 October 2009 7.15 p.m.: Introduction to the conference Peter Paul Polte 7.30 p.m.: “Handel 2010: Nach dem Goldrausch – das Glas ist halbvoll” (“Retailing 2010: After the gold Rush – the glass is half full”) Dr. David Bosshart Friday, 16 October 2009 9.00 a.m.: “Die Inszenierung der Zukunft” Mobilität – Urbanität – Standorte (“Staging the future” Mobility – Urbanism – Locations) Prof. Dr. Eckard Minx

10.00 a.m.: “Stagecraft in Retail Design” Edwin L. Hofmann 11.30 a.m.: “Die Inszenierung des Genusses” (“The Stagecraft of Culinary Pleasure”) Sarah Wiener 1.45 p.m.: “Jenseits der Inszenierung – Identität als Schlüssel zum Erfolg” (“Beyond the Stagecraft – Identity as a Key to Success”) Daniel Strolz 2.30 p.m.: “Vom Schein zum Wesen – Der Mensch im Mittelpunkt der Gestaltungsfragen” (“From Appearance to Being – The Individual at the Heart of the Design Questions”) Erich Harsch 3.45 p.m.: “Mit Authentizität aus der Krise” (“Authenticity: Escape from Crisis”) Dott. Prof. Simonetta Carbonaro 4.45 p.m.: “Die Kunst der Inszenierung” (“Stagecraft as an Art”) Stefan Ruzowitzky Saturday, 17 October 2009

9.45 a.m.: “Die 7 Hochgefühle und wie man sie weckt” (“The Seven Feelings of Elation and How to Arouse Them”) Dr. Christian Mikunda

10.45 a.m.: Tour of Swarovski Crystal Words

A top event by Simultaneous translation: German/English € 980,- incl. 2 nights‘ accommodation/ full board – Please apply soon!

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, Freiburg. France: Claix/Grenoble. Italy: Parma, Milan, Roncadelle. Spain: Madrid. Sweden: Gothenborg. Norway: Oslo, Stavanger. Slovenia: Slovenska Bistrica. Croatia: Zagreb. Serbia: Belgrade. Poland: Warsaw. Russia: Moscow. 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


Alpbach Retail Forum 15.-17.10.09