Alpbach Retail Forum 11-13 October 2012: Karl-Heinz Müller

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The International Magazine for

Retailing and Shop Design
Das internationale Magazin für
Laden-Marketing und Shop-Design
112
karl-Heinz Müller
thomas lipke
jörg knör
nIKE wAGNER
Father karl wallner
iBRAHIM iBRAHIM
mAX HOLLEIN
Peter sloterdijk
David Chipperfield
Alpbach Retail Forum 11-13 October 2012

Shoe Retailing with Shops & Shopping Trends in
a New Profile in New York LED Lighting
Der Schuhhandel ist auf der Suche nach neuen Profilen. Der Filialist Street
Shoes hat sein unverwechselbares Profil bereits gefunden. Mehr dazu in
unserem ausführlichen „Schuh-Report“ auf den Seiten 12 bis 21.
The shoe retail sector is currently searching for a new profile. The chain
store Street Shoes has already found its unique profile. Read more in our
extensive Shoe Report on pages 12-21.
SHOP Inhalt
Contents
Clinique
Im SHOP TALK: Alpbach-Referent Peter Sloterdijk über Just Browsing – Gemma Ball von Portland Design über
„Die Kunst der Inszenierung“ – Seiten 10 – 11. das Phänomen des „Showrooming“ – Seiten 26 – 29.
In SHOP TALK: Alpbach lecturer Peter Sloterdijk on Just Browsing – Gemma Ball of Portland Design on the
“Stagecraft in Retailing” – pages 10 – 11. phenomenon of “Showrooming” – pages 26 – 29.
Atsushi Nakamichi, Nacasa & Partners Inc.
Philips
Shops & Shopping in New York: Von Apple und Armani Führende Experten sprechen über die aktuellen
bis Uniqlo und Zara – Seiten 50 – 55. Shops & Shopping in Beleuchtungs-Trends in Sachen LED – Seiten 56 – 59.
New York: from Apple and Armani to Uniqlo and Zara – Leading experts talk about the latest lighting trends
pages 50 – 55. in LED – pages 56 – 59.
Inhalt
Contents
SHOP INSIDE
Middle East, dlv Conference, Management Structure, Website 4 – 5
RETAIL EVENT
Alpbach International Retail Forum 6 – 9
SHOP TALK
Peter Paul Polte in Conversation with Peter Sloterdijk 10 – 11
SHOP AKTUELL TOPIC

New Profile for the Shoe Retail Sector 12 – 21
Just Browsing 26 – 29
SHOP REPORT
Caligula, Merano 22 – 25
SHOP PANORAMA
TEL Tante Emma, Arnotts, Mexx, A1, Yves Saint Laurent, Thun,
De Fursac, Calumet, Suite 341, Oryx Galleria, SPAR-Gourmet,
Molton Brown, Lodenfrey, White Lounge by Zoro 30 – 49
SHOPS & SHOPPING

New York 50 – 55
Buenos Aires 60 – 63
SHOP DESIGN
Trends in LED 56 – 59
SHOP EVENTS
Shop Academy Forums, Gourmet Pleasures in Vienna, Retail Forum
Switzerland, Calendar of Events, New Books 64 – 67
SHOP aktuell 112 umdasch shopfitting 3

SHOP Editorial SHOP Inside
Cross Channel Umdasch Successes in the

Liebe LeserInnen, Middle East
Ob es nach Ein- Umdasch Shopfitting have been building costs amount to some US$ 50
führung der Selbst- awarded two more major contracts in the billion. This will make Doha the dominant
bedienung die erste Middle East. At New Year 2012 they won hub in the Middle East apart from Dubai.
wirkliche Revoluti- an order for the fitting out of the 10,000 m²
on im Handel ist, wie shopping landscape in Terminal 3 in Once again, the extensive exper-
viele Exper ten be- Dubai; now they are pleased to have tise of Umdasch in the international
haupten, muss sich Reinhard Peneder landed a similar-sized project in Doha, travel retail business was the decid-
SHOP aktuell
erst zeigen. Auf je- Chefredakteur the capital of the Gulf state of Qatar. And ing factor determining the award of
den Fall ergeben sich Editor-in-Chief in Jeddah (Saudi Arabia) Umdasch will the contract. Umdasch will be work-
durch die Verknüp- also be responsible for redesigning the ing in close partnership with its fitout
fung digitaler mit stationären Vertriebska- ground floor of the famous Fitaihi luxury partner QIAJV Doha. A travel retail
nälen neue Chancen und Herausforde- department store. area of approximately 12,000 m²
rungen, egal ob man nun von Multi Chan- is to be created at Doha Airport. The
nel, Cross Channel oder gar von einem Saudi Arabia and Qatar are the two 40-odd departments were planned by the
Haifischbecken spricht. Davon ist auch in states in the Middle East in which the Smart Design Group (Vancouver, Cana-
dem einen oder anderen Artikel in dieser largest sums are currently being invested. da) and must be fitted out in the record
SHOP aktuell die Rede. Zum Beispiel im
Branchen-Report über den Schuhhandel
oder im spannenden Aufsatz „Just Brow-
sing“ von Portland Design. Und auch beim
Internationalen Alpbacher Handels-Forum
DIE KUNST DER INSZENIERUNG III wird
Cross Channel ein wichtiges Thema sein.
Ibrahim Ibrahim aus London sowie Thomas
Lipke von Globetrotter in Hamburg werden
dabei aus Sicht des Shop Designers bzw.
des Praktikers berichten. Ich wünsche Ih-
nen viele interessante Anregungen, in Alp-
bach genauso wie in dieser Ausgabe von
SHOP aktuell.
Umdasch Shopfitting fitted out the Duty Free Shop in the existing airport in Doha.
Now the project covers no less than 12,000 m² sales area.
Dear Readers, There is quite a construction boom in time of 24 weeks while complying with
Qatar, which will be the site of the FIFA the strictest of building regulations. The
It remains to be seen whether it is the World Cup in 2022. A superlative new air- imposing design convinces with an exclu-
first true revolution in retailing since the in- port will commence operations in Doha sive material mix, a harmonious space
troduction of self-service shops, as many on 12. 12. 2012. 40,000 staff, 24 million concept, first-class presentation and the
experts believe. In any case, through the passengers, the longest runway in the skilful inclusion of the latest media tech-
interconnection of digital and stationary world, the world’s largest maintenance nology for branding and product infor-
sales channels, new opportunities and hangar, premium quality for up to 17 mation. In addition to the classic duty
challenges will arise, regardless of wheth- million transit passengers, luxury hotels free selection, the who’s who of global
er we are talking about multi-channel or and SPA facilities – these are just some of designer and luxury brands will also be
cross-channel retailing, or even a shark the highlights of this gigantic project. The represented.
pool. Several of the articles in this issue
of SHOP aktuell will discuss this idea – Leserservice Reader service
for example, the report about the shoe Wenn Sie Fragen im Zusammenhang mit dem Inhalt dieser 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
retail sector, and the exciting essay “Just department by fax or e-mail. Fax +43/7472/605-3722, E-Mail: shop.aktuell@umdasch.com
Browsing” by Portland Design. And even
Masthead
at the Alpbach International Retail Forum SHOP aktuell is published by Umdasch Shopfitting. For addresses see back cover of magazine. Number 112/September 2012.
DIE KUNST DER INSZENIERUNG III German/English edition. Price per copy: € 6, CHF 7, $ 9, £ 5. Subscription price: € 24 for 5 consecutive issues (plus
postage). Distributed free of charge to Umdasch DMDB members. Project management: Reinhard Peneder, Umdasch
(STAGECRAFT IN RETAILING III), cross- Shopfitting GmbH, A-3300 Amstetten. Managing Editor: Evelyn Kössler M.A. Authors and contributors to this issue:
channel sales will be an important topic. Reinhard Peneder, Mag. (FH) Sonja Scheidl, Evelyn Kössler M.A., Tanja Matuolis M.A., Peter Paul Polte, Christian Hammer,
Carina Krenn, Anton Gassner, Gemma Ball. Design: Denise Siegl, Sandra Schuller. Photos/Illustrations: Manfred Aigner,
I hope you will find plenty of new ideas, Reinhard Peneder, dlv, Christian Hammer, Street Shoes, Clinique, Uniqlo, Philips, Reno, Leder & Schuh, Caligula, Aldo,
in Alpbach as well as in this edition of Gemma Ball, Leica, Tom Reindel, Axel Heiter, Dielmann, Sanderson Studios, Mexx, YSL, Luca Fazzolari, Frank Barylko, Stefan
Schreck, Spar, Duncan Smith, Luis Paterno, REI, Mulberry, Zumtobel, Kristen Pelou, EHI, Tanja Matuolis, GfK, bpk-images,
SHOP aktuell. Archiv. Translation: Jane Michael. Printing: Friedrich VDV, Linz. N.B.: Projects executed by Umdasch are listed as such in
the text or the photo caption.
4 umdasch shopfitting SHOP aktuell 112

SHOP Inside
Umdasch strengthens its www.umdasch-

management structure shopfitting.com
The Umdasch Shopfitting Group GmbH Germany (with its head offices in online
(USFG) has strengthened its manage- Neidenstein) and Franz Jonas GmbH
ment structure and is focusing on further & Co. KG, Oberhausen. Klaus Haisser Seit Frühjahr 2012 ist die neue Websi-
te von Umdasch Shopfitting unter www.
umdasch-shopfitting.com online. Ange-
boten werden – wie bei SHOP aktuell –
vier Sprachen: Deutsch, Englisch, Fran-
zösisch und Italienisch. Sehr übersichtlich
werden dabei auch die aktuellen Leis-
tungsbereiche von Umdasch Shopfitting
dargestellt und im Detail erläutert: Shop
Consult – Shop Project – Shop Systems –
Shop Production – Shop Academy. Unter
www.umdasch-shop-academy.com gibt
es ergänzend einen „Blitzzugang“ zum
Programm der Umdasch Shop Academy.
Die User erwartet jeweils ein modernes,
geradliniges Design und professionell
aufbereiteter Content mit hohem Aktu-
alitätsgrad. Überzeugen Sie sich bitte
selbst!
The Executive Board of the Umdasch Shopfitting Group: Claus Schmidt, Helmut Neher (Chairman)
and Thomas Birnleitner.
growth. Dipl.-Vw. Helmut Neher is the (Umdasch Shopfitting GmbH) and Ger-
Chairman of the Executive Board of the hard Schwers (Jonas) continue in their
Umdasch Shopfitting Group, and repre- positions as members of the board of
sents for example the group on the man- management. Mag. Martin Höffinger took
agement board and the supervisory board over the management of Umdasch Shop-
of the parent company Umdasch AG, fitting AG in Oberentfelden (Switzerland)
Amstetten (Lower Austria). Mag. Claus on 1 April 2012, as did Pierre Marquette
Schmidt and DI Thomas Birnleitner, both at Umdasch Shopfitting SAS in France.
members of the USFG Executive Board, Roman Fussthaler (United Kingdom and
are also Managing Directors of Umdasch Ireland), Ing. Christian Kronsteiner, Anne-
Shopfitting GmbH Amstetten and Ass- liese Halbartschlager (both Middle East)
mann Ladenbau Leibnitz GmbH. and Dr. Herbert Gamper (Italy) are the
other Managing Directors of the compa-
Since 1 April 2012 Dipl.-Bw. Nico nies which form the Umdasch Shopfit- Herzlich willkommen auf
www.umdasch-shopfitting.com!
Holbein has been Chairman of the man- ting Group, which achieved a turnover of Welcome to
agement boards of Umdasch Shopfitting € 209 million (+ 6.6 %). www.umdasch-shopfitting.com!
dlv annual conference

The new website of Umdasch Shop-
fitting has been online since spring 2012
in Graz
under www.umdasch-shopfitting.com.
Like SHOP aktuell, it is available in four
languages: German, English, French and
At the beginning of May, Graz and Italian. Under www.umdasch-shop-acad-
Leibnitz became the setting for this year’s emy.com there is also a quick link to the
annual conference of the dlv (Deutscher programme of the Umdasch Shop Acad-
Ladenbau-Verband = shopfitting net- emy. Users will find a modern, clean-cut
work). The event slogan was “Next Gen- design and professionally prepared con-
eration” and it focused in particular on tent which is always up-to-date. Why not
the opportunities and challenges in a visit the website and see for yourself!
digital consumer world. Further highlights
were visits to Kastner & Öhler in Graz and
Assmann Ladenbau in Leibnitz, a mem- The Styrian cabaret artist Alf Poier was a surprise
ber of the Umdasch Shopfitting Group. guest at the dlv annual conference in Graz.

Alpbach International Retail Forum 11–13 October 2012
Fireworks
of Stagecraft
From 11-13 October 2012 once again the focus will be on DIE KUNST DER INSZENIERUNG
(STAGECREAFT IN RETAILING) in the idyllic congress village of Alpbach. By concentrating
on this topic, the international retail forum organised by the Umdasch Shop Academy will
once again have its finger on the pulse of the retail world. Top lecturers from a variety of
disciplines – from Peter Sloterdijk to David Chipperfield – and an entertainment programme
full of emotion and innovation will guarantee an extraordinary programme far removed from
the stresses of everyday life.

Retail Event
Alpbach International Retail Forum
Star architect David Chipperfield (seen in the photo in the Neues

Museum in Berlin) and Bread&Butter creator Karl-Heinz Müller
(shown here at the B&B Summer Night 2012) are two of the top
lecturers at STAGECRAFT IN RETAILING III.
Trade brings about change – that has long been true, but in the
fast-moving times of today the statement has acquired a new
dimension. Shops are being transformed into emotionally laden
places: chill lounges, showrooms, a meeting place. The logical
conclusion is that, in order to be equipped to face the future of
retailing, a well thought-out staging at the POS will be one – or
possible even the main – decisive success factor.
The International Retail Forum succeeds in an intriguing way in

making this staging come to life in a tangible manner for the par-
ticipants at the conference. This interdisciplinary congress, held
every three years, aims to serve as a source of inspiration for
retail and brand professionals. Attention is intentionally focused
on a variety of disciplines through a series of lectures, discus-
sions and live experiences. The benefits resulting from this
approach can best be seen in the feedback from participants
in STAGECRAFT IN RETAILING II: 50 percent of those attending
stated that their expectations were fulfilled, while for the other 50
percent the expectations were even surpassed. No one selected
the categories “partly fulfilled” and “not fulfilled”.
How Sloterdijk, Chipperfield & Co stage their presentations
Peter Paul Polte will introduce and chair the event with a truly
illustrious team of lecturers (see lecturers’ portraits on pages
8 to 9). The opening lecture on the evening of 11 October will
be given by Peter Sloterdijk, one of the most important phi-
losophers of our time. On the second day of the congress, Karl
Heinz Müller, the creator of Bread&Butter, will explain how he
revolutionised the European fashion fair scene. Branding pro-
fessional Ibrahim Ibrahim and top Globetrotter Thomas Lipke
will investigate the challenges posed by the E-volution in retail-
ing from the point of view of a retail designer and a practical
Many of those who attended the Retail Forum in 2009 will remember the
fireworks spectacle. The 2012 event also promises an exceptional programme
of excitement and entertainment.

Retail Event
Programme and lecturer portraits – STAGECRAFT
11.10. 11.10. 12.10. 12.10. 12.10.

6.30 p.m. 7.00 p.m. 9.00 a.m. 10.00 a.m. 11.45 a.m.
Peter Paul Peter Karl-Heinz Ibrahim Thomas

Polte Sloterdijk Müller Ibrahim Lipke
For many years the One of the most impor- The Director of Bread& One of the world’s most A Managing Partner
Editor-in-Chief and Pub- tant contemporary Butter, the world’s biggest important branding and of Globetrotter, the
lisher of TextilWirtschaft, philosophers. His fair for sportswear and retail designers. Ibrahim Hamburg-based outdoor
the largest special- two-volume Critique of urbanwear. Müller started is Managing Director specialists. Lipke stands
ist publication on the Cynical Reason is one of off in Cologne in 2001 of Portland Design, the for perfectly staged
subject of textiles in the best-selling books on with nearly 15,000 visi- famous London branding stores and operates as
Europe, and the one with philosophy in the twenti- tors; today Bread&Butter and design agency, and a virtuoso player in the
the widest circulation. As eth century. Sloterdijk is is located on the historic a sought-after keynote multi-channel game. With
an author he has writ- well-known for his acute site of the former airport speaker at international the harmonious interac-
ten for the Frankfurter intellect and his polished at Tempelhof in Berlin retail congresses. He is tion between online shop,
Allgemeine Zeitung, the and original rhetorical and registers over 50,000 quite certain that we are catalogue and shops he
Neue Zürcher Zeitung manner. Numerous pres- professional visitors (offi- at the dawn of a com- has made Globetrotter
and the Handelsblatt in tigious awards underline cial figures are no longer pletely new age: “Tech- Europe’s most success-
Düsseldorf. Polte studied his outstanding role in published). The Frank- nology will influence the ful outdoor store. Three
Economics and Sociol- the philosophical world furter Allgemeine Zeitung way we work, shop, play, new temples to outdoor
ogy at the universities of (Sigmund Freud Prize, (FAZ) commented about communicate and love!” sports have recently
Münster, Tübingen and Lessing Prize, Cicero the sociable trade-fair opened in Munich, Dres-
Bochum. He has been in Speakers’ Prize...). director: “He knows every den and Frankfurt.
“retirement” since 2010. jeans producer between
Veneto and ‘Denim Valley’
in California.”
exponent. The lecture by Max Hollein promises to be no less Excitement and relaxation
exciting; according to Art Review he is one of the ten most
important museum directors in the world. He has recently set Visitors to the retail forum can look forward not only to the lec-
new standards with the Städel-Museum in Frankfurt. Pater Karl tures. The event location, equipped with the very latest media
Wallner, of the Cistercian monks of Heiligenkreuz, reveals how technology, will enchant its guests. The idyllic mountain back-
“Chant – Music for Paradise” hit the international charts and drop will be re-interpreted in the modern facilities of the Alp-
he found himself taking part in Thomas Gottschalk’s popular bach Congress Centre. A wide-ranging show programme will
television programme “Wetten dass”. Nike Wagner will provide guarantee entertainment. A special highlight will be the gala
a harmonious link to the evening programme. The great-grand- dinner with Bambi prizewinner Jörg Knör on 12 October in the
daughter of Richard Wagner and great-great-granddaughter of Congress Centre. The comedian and entertainer will be stag-
Franz Liszt will use Weimar as an example to demonstrate how ing an attack on the laugh muscles of the guests. The sky’s
to “stage celebrations”. The culmination on the third day of the the limit at the end of the two-day congress. The programme
congress will be a lecture by the British star architect David includes a chill-out in the Alpenlounge Seegrube at an altitude
Chipperfield on “The Staging of the Public Space” in the Kon- of 2,000 metres.
gresshaus Innsbruck.

Retail Event
IN RETAILING III, 11–13 October 2012
12.10. 12.10. 12.10. 12.10. 13.10.

1.45 p.m. 2.30 p.m. 4.00 p.m. 9.30 p.m. 9.45 a.m.
Max Father Karl Nike Jörg David

Hollein Wallner Wagner Knör Chipperfield
The prestigious British The highly articulate Publicist and dramatic German comedian One of the most impor-
art magazine Art Review mastermind led the advisor, and the director and parodist. As an tant architects of our
includes him among Cistercian monks at of the Weimar Festival. entertainer he not only time. Chipperfield was
the ten most important Heiligenkreuz Abbey into Her illustrious family changes roles at a knighted by Queen
museum directors in the international charts tree is second to none in dizzying pace; he also Elizabeth II in 2010 for his
the world. Hollein is in with “Chant – Music for the field of culture: Nike sings “…movingly well!” services to architecture.
charge of no fewer than Paradise”. By the end Wagner is the daughter (Süddeutsche Zeitung), The Neues Museum in
three important German of 2010 a million cop- of Wieland Wagner, the plays the saxophone and Berlin, the P&C Welt-
museums and is leading ies of the CD had been great-granddaughter of produces caricatures. stadthaus in Vienna and
them into a new exhibi- sold. That was sufficient Richard Wagner, and A winner of the Bambi the Kaufhaus Tyrol are
tion age. He is a man reason for Father Karl the great-great grand- Award (“7 Tage 7 Köpfe”/ some of his “references”
who combines a complex to become a guest on daughter of Franz Liszt. Seven Days, Seven which are famous here.
curatorial programme Thomas Gottschalk’s Franz Liszt’s spirit lives Heads), Knör is famous In 2012 he is the Director
with management and popular German televi- on under her guidance for his spontaneity and of the Architecture Bien-
marketing. It is impossi- sion programme “Wetten, in Weimar today. With his improvisational skills nale in Venice.
ble to imagine the Frank- dass…”. reference to him, Nike on stage. He responds to
furt art scene without Wagner creatively com- his audience; a critic in
him. He has recently set bines the traditional and Die Welt described Knör’s
new standards with the the modern. effect on his public as the
Städel-Museum. “incurable irritation of the
risible muscles”.
An overview of this distinguished programme and numerous Forum Alpbach” has earned for the village a reputation far
other details can be found on the website www.umdasch- beyond the boundaries of Europe as the “Village of Philoso-
shop-academy.com. Tickets for the entire programme are phers”. And yet, in Alpbach leisure and relaxation are also all
available from € 990.--. The closing date for registration is around.
30 September 2012.
Accommodation is available in four and three-star hotels
The prettiest village in Austria with every comfort and authentic flair which fit into the over-
all appearance of the village. The Romantikhotel Böglerhof,
Philosophers, politicians and the business élite know and the Alpbacherhof and the Hotel Post are sure to be charming
appreciate the unique character and atmosphere of Alpbach. hosts. The Congress Centre is a pleasant stroll away from all
They have found inspiration on the sunny plateau 1000 metres three hotels. Alpbach lies in the Alpbach Valley, a side valley
above sea level, far from the noise and bustle of the city. Each of the Inn Valley in Tyrol. Important distances: Inntal motorway
season has its own special charms, especially autumn ... A12 exit Kramsach/Brixlegg 12 km, Innsbruck 57 km, Munich
Alpbach’s modern Congress Centre is an architectural jewel, 160 km, Salzburg 150 km. Innsbruck, Munich and Salzburg are
picturesquely nestling on the mountainside. The “European the nearest airports if you are planning to fly.

SHOP TALK Interview Photos
Peter Paul Polte Axel Heiter
“As a stage, the shop is a place of immersion where the customer can become totally absorbed. The people who provide the stage design for shops
can increase the effect with atmospheric design.”
The Theatre of
Consumption…
… needs stages, stage designers and stage directors
Prof. Dr. Peter Sloterdijk will be giving the opening lecture at the Alpbach International Retail Forum on
11 October 2012. Sloterdijk is regarded as one of the most important philosophers of our time. He has been
Professor for Philosophy and Media Theory at the Academy of Design in Karlsruhe since 1992, and has
been Rector of the Academy since 2001. Since 1993 he has also been Director of the Institute for Cultural
Philosophy at the Academy of Fine Arts in Vienna. From 2002 until May 2012 Sloterdijk introduced the
television talk show “Im Glashaus: Das Philosophische Quartett” (In the Glass House: The Philosophical
Quartet) on ZDF, thereby becoming familiar to a wider audience. Prior to the Alpbach conference Peter Paul
Polte talked to Sloterdijk about “The Theatre of Consumption”.
Professor Sloterdijk, why do we have to those who are prosperous than for those products did not develop until the age of
use stagecraft in shops? who are poor. capitalism. Think of the manufacture of
luxury goods during the 18th century.
Because we have moved out of the age When, approximately, did this historic
of prime needs into the era of sophisti- leap forward start? And what about consumption for the
cated needs. It is not possible to nail this masses?
development down to a specific point in The famous national economist Werner
time. It took place at different times for Sombart has made a detailed study of The idea of mass consumption only arose
different classes of consumers. Earlier for that. According to his theory, true luxury with industrialisation during the 19th

SHOP TaLK
century. During the modern age, mass to purchase until a positive decision is
consumption has increased tremendously reached. The staging therefore always
through the revolution in the number of assumes the function of a consultant. Its
goods produced. We have moved out of task is to transform a weak inclination into
the age of primary needs and into a new a real decision.
age of consumption.
Are there parallels in history?
Does that make the mechanisms within
the retail sector more complicated? Yes. We can observe this phenomenon
in the appearance of the secretary during
Yes, of course. As soon as we leave the the neo-Renaissance of the 15th century.
area of primary needs, we enter an area Consider Macchiavelli. He was the secre-
which is open to being shaped, and con- tary of a famous entrepreneur who later
stantly changing needs arise. became a prince: Lorenzo de‘ Medici.
The secretary must share the views of the
What is the secret of selling? prince, but he also shares his secret.
All selling has to do with the creation and What is the prince’s secret?
satisfaction of needs. What we are talking
about here is the “Theatre of Consump- The prince’s secret is that he doesn’t know
tion”. And that, like every other theatre, what he should do. The prince’s soul is
demands its own stages, stage designers governed by impulses which are rather
and stage directors. The public demands weak. The secretary helps the prince in “Rhetoric or stagecraft both aim to accompany
and support a weak inclination to purchase
a superelevation of consumption. this ambivalent frame of mind to decisions until a positive decision is reached.”
which are ultimately successful. He has to
Why is that the case? sense which direction the prince is tending
towards, and then encourage him.
We speak about a transition into the
sphere of need arousal. And it’s the same with consumption? 2. Starting from the philosophy of space,
there is immersion, the act of plunging
What actually happens in terms of the The salesman has to find out in which into something.
history of ideas during these staging direction the purchase inclination of the 3. The installation, a phenomenon from
processes? customer is strongest, and then he must modern art.
accompany and encourage him in this
The staging is important because we have direction. All these help to understand why the inter-
arrived at a general neo-sophistic climate net is not a substitute for going shopping.
of thinking and feeling. The Sophists of Why is that the case? You cannot really immerse yourself in the
antiquity developed educational theory internet; you are never really in it. In an
as a subsidiary product so to speak, in There isn’t really a continuous link between art installation the viewer steps into the
order to introduce the youth of the time to an inclination and a decision. There is artwork. The shop as a stage is a place
the ways of thinking of the older people. always a gap between them. The decision of immersion, in which the customer can
Educational theory and law became very always has to go one step further than the become totally absorbed. The people who
important in antiquity for the development inclination would really choose to go. The stage shops can make all that happen and
of rhetoric. staging has to bridge the gap from an incli- increase it through an atmospheric design.
nation to a proper decision. Therefore you
What does that have to do with the sub- need someone who makes you take that Some time ago there was a major essay
ject of stagecraft and consumption? final step. Or who makes the customer so entitled “Shopping, the world religion”.
relaxed that he takes the step himself. Are there analogies between buying or
It’s very easy: rhetoric is the art of per- selling and religion?
suading a group of people to change its That was all correct historically speak-
mind, or of turning the weaker argument ing, but what happens now, when peo- There is at least a strong analogy in the
into the stronger one. Do you see what I ple increasingly do their shopping on the field of the cult. The cult lives on awe-
am getting at? The staging of products internet? struck repetition and celebrated repetition.
is linked to art: the second-best product Cultic behaviour is different from everyday
aims to make itself look as if it is the best. Online shopping ought to have killed behaviour, at least for true believers. In reli-
off shops within a decade, but the shop- gion it is often a matter of being allowed
How does all this work in practical ping scene is blossoming. Why is that to enter paradise. Many shops are para-
terms? so? There are three categories which dises of pleasure; as a purchaser we long
prevent it: to acquire a small part of this paradise of
Rhetoric or stagecraft both aim to accom- 1. People’s need for events and event pleasure and thus to possess a small part
pany and support a weak inclination culture. of paradise.

Shop Aktuell Topic Author
Shoe Retail Reinhard Peneder
Many paths lead to success. As a vertical merchandiser, the shoe chain Reno
offers a large selection of attractive, fashionable shoes for the entire family.
Reno is a top address for shoe lovers with more than 700 branches throughout
Europe. The photo shows a view of the branch in Budapest, fitted out by
Umdasch Shopfitting and with a sales area of almost 400 m².
The shoe retail sector in

search of a new profile
Statistically speaking, the shoe retail sector in the German-speaking countries continues to be on the right
track – despite the occasional freak storm from time to time. Nonetheless, radical changes are afoot throughout
the entire sector. Against the background of verticalisation, digitalisation and an increasing trend towards the
complete outfit, many companies are currently perfecting suitable new formats. Irrespective of the type of
establishment, the retailers who remain in the fast lane will be the ones who actively take charge of their future
and invest in the attractive staging of their presentations.
With an average “consumption” of roughly four pairs of shoes for complete outfits with their own shoe lines. The result is that
per year, the shoe market remains a stable factor. Financially specialist shoe shops developed more slowly than the market as
speaking, in 2011 each German citizen spent precisely € 113.30 a whole in 2011 (in Germany) and was faced with a reduction of
on shoes (that is € 0.90 more than in 2010). Behind these aver- turnover of 1.5 %.
age figures, however, lie considerable fluctuations in the details.
The sports sector and online retailers managed to gain a larger The latest Brigitte study reveals a high degree of identification
piece of the cake (see Table 1). Nor should we underestimate the with shoes (www.brigitte.de). 73 % of those questioned (exclu-
fact that the big fashion labels in particular answer the demands sively women) love attractive shoes, and 74 % like shopping in

Shop Aktuell Topic
Shoe Retail
A successful family-run firm. Five generations have built up a shoe shop of

international stature in the ribbon-built village of Sollenau in Lower Austria:
Wunderl. Umdasch Shopfitting also played a large part in the last stage of the
redesign.
They have a passion for selling shoes – as the family has

done for five generations: Franz and Andrea Wunderl.
general. With regard to brand recognition it is the sports brands In Germany, Deichmann (with its store brands Deichmann,
that are at the forefront, with the top positions being also occu- Roland and MyShoes) is the unchallenged market leader. The
pied by Gabor, Geox, Tamaris (a noticeable increase), s.Oliver chain store company achieves a turnover of almost € 1.8 billion,
(the strongest fashion label) and Ecco. Women demonstrate a which is more than the next five rivals put together (see Table 2).
fairly well-developed sense of brand loyalty, whereby they gen- Deichmann also dominated the Swiss market in the form of
erally do not prefer a single brand but make their selection from the Dosenbach-Ochsner group, another member of the con-
an entire pool of brands. cern. Only Vögele can compete to a certain extent. The situ-
ation in Austria is different. Here the dominant leader of the
76 % of the women who responded to the Brigitte study claim pack ahead of Deichmann
to prefer purchasing shoes in a smaller specialist shop which by a considerable margin is Development of sales
features several brands. Studying the actual market structure Leder & Schuh, with its finely channels for shoes 2011
seems to indicate, however, that this claim is the result of a good composed brand portfolio – Specialist individual shoe shops - 2.7 %
Shoe chains - 1.0 %
deal of wishful thinking. On the other hand, it can also be seen Corti, Dominici, Humanic,
Specialist shoe shops - 1.5 %
as a clear signal and an opportunity. Jello, Shoe4You, and most
Specialist sports and clothing + 3.7 %
recently Stiefelkönig. In third Department stores - 1.8 %
Deichmann and the rest of the world place lies a group associa- Mail order - 4.2 %
tion of companies in the form E-commerce + 54.5 %
(Internet pure players)
The leader of the European ranking of players on the shoe mar- of Ringschuh. Small shoe
Self-service stores/ vertical - 2.3 %
ket for 2011 by a large margin is Deichmann. The list of the Top shops are continuing to lose merchandising/discount stores
Ten companies includes three more firms from the German- market shares on all these Other retailers + 3.8 %
speaking region: Garant, ANWR and Leder & Schuh. markets, especially as (Table 1) (Source: Shoez 6/2012)

Shop Aktuell Topic
Shoe Retail
With six different shop brands, the Austrian market leader Leder & Schuh
(L&S) is a skilled master of all types of establishment. Humanic (large photo of
the store in Plus City in Linz) primarily targets a strongly fashion-oriented
audience, while the new acquisition Stiefelkönig (small photo: Graz) is above
all a lifestyle brand.
such shops are disappearing

Top 15 Specialist shoe retailers Germany 2010
from the market entirely in view of
Posi- Company Turnover in Turnover in No. of Shop brands
tion € million € million branches their lack of perspective. And yet,
2010 2009 it is precisely small shops of this
1 Heinrich Deichmann Schuhe 1770 1640 1215 Deichmann, Roland, MyShoes type which the Brigitte women
2 HR Group 565 540 496 Reno, also approx. 1,300 POS in department stores
and CC markets
would prefer to see.
3 Schuhhaus Siemes 408 385 145 Schuhcenter, Siemes, Leone, Siemes.de
4 Ludwig Görtz 370 330 235 Görtz, Görtz 17, Görtz Shoes, Hess A question of format
5 Leiser 216 200 150 Leiser, Bunte, City, Elsner, hako, Schuh Klein, Schuhhof
6 Klauser/Salamander 200 113 130 Schuhhaus Klauser, Romano, Voss-Studio, Schuhhaus The subject of verticalisation,
Voswinkel, Schuhhaus Paradies, Schuhmarkt Klauser,
Salamander
familiar from the fashion retail
7 Kienast Gruppe 180 180 360 Street Schuhe, K+K Schuh-Center, ABC Schuh-Center, sector, has also found its way
Claudio Schuhe into the shoe sector. It can be
8 Runners Point 144 144 160 Runners Point, run2, Sidestep seen in particular in the form of
9 Foot Locker Germany 98 86 78 Foot Locker shops of manufacturer’s brands,
10 L&S Germany 97 90 70 Humanic, Shoes4You, Corti, Dominici, Jello
monolabel stores and sales-area
11 Josef Tretter 87 83 31 Tretter Schuhe, Thomas Schuhe, Bartu Schuhe
partnerships like shop-in-shop
12 SchuhKay 74 70 54 SchuhKay
establishments. Monolabel shops
13 Schuhhaus Dielmann 63 57 28 Dielmann-Schuhe, Braun-Markenschuhe, Rohrmeier-
Markenschuhe, Geier-Markenschuhe, Tomaso, Dstep are suitable above all for smaller
14 Fink Schuhe+Sport 60 60 50 Fink Schuhe, Danny Shoes, Fink Sport, Schuhhaus Lahr areas. They score thanks to their
15 Schuhpark Fascies 58 50 76 Schuhpark, Tamaris monobrand stores strict concepts with their clear
(Table 2) Source: TextilWirtschaft
presentation of the product range

Shop Aktuell Topic
Shoe Retail
Price-conscious customers feel at ease with the L&S brands Shoe4You (large
photo: Schwaz in Tyrol) and Jello (small photo: the branch in Villach). All these
presentations are characterised by first-class orientation for customers.
“We do not aim at market shares in the first The shoe chain stores which dominate the market are perma-
instance, but we want to play a leading role in
defined markets,” is how Mag. Peter Horvath,
nently searching for the optimal product range combination
a member of the executive board of Leder & with regard to manufacturer’s brands and (more profitable) own
Schuh, describes the goals of his company.
brands. The more successful they have already been at posi-
tioning the chain as a brand, the higher the own-brand share in
and the greater availability of the mod- general can be. Across the different types of establishment and
els presented (a systematically devel- format, a trading up can be observed with regard to the prod-
oped range of sizes). uct range, frequently linked to a rise in the degree of fashion-
awareness. A trading up can really only be successfully carried
Sales-area partnerships with brands offer multi-label retailers out if the ambience and the atmosphere in the shops are also
plenty of potential. What is decisive is the right amount relat- correspondingly upgraded.
ed to the range of goods available as a whole and the total
sales area, as well as the best partner mix. An “overdose” or A trend reversal can be observed with regard to the size of the
the wrong choice of partner can affect adversely the efficiency shoe shops. The principle of “expertise requires space” only
of the own shop brand. This can be seen in a number of cur- applies to a certain extent these days; increasingly, the produc-
rent examples in the fashion sector. A partnership at the high- tivity of the area is becoming the focus of attention once more.
est international level and taking into account the idea of the This development can also be clearly seen in our shopping cen-
trend towards the complete outfit was launched in New York at tres. Today, it is no longer the size of the sales area which repre-
the end of September: Louis Vuitton, the French luxury brand, sents the governing factor, but rather the big names.
will open its first shop-in-shop especially for shoes in the shoe
department of Saks Fifth Avenue, which has been expanded Examples show that owner-managed small and medium-sized
from 2,100 to 3,100 m². shoe shops can maintain their market position if they have

Shop Aktuell Topic
Shoe Retail
Medium-sized shoe retailers score above all with the quality of their advice and
service. This can be observed at the Ringschuh retailer Griesser in Althofen (large
photo) and in Schuhhaus Wehrli in Basel. Both establishments have recently been
refitted by Umdasch Shopfitting.
developed a unique profile. These firms mostly score – and “For our retailers, a sales area of 120 - 150 m² is
indeed have a good chance on the market according to the a very suitable shop size,” comments Wilfried
Harml, Managing Director of Ringschuh.
Brigitte study – through the excellence of their advice and
the quality of their service. A representative of this species is
Schuhhaus Wunderl in Sollenau in Lower Austria. The nonde-
script ribbon-built village between Vienna and Wiener Neustadt There are even options for very small
has been transformed into the shoe mecca for Vienna and sur- shops. Wilfried Harml, a member of the
roundings by this family-managed company. Even the nation’s Graz Ringschuh association, speaks
Upper Crust meets here because of the superb range of prod- up here in favour of specialisation. Particularly suitable for this
ucts on offer and the unique atmosphere. The shoe retailers approach, for example, are children’s shoes.
Caligula in Merano (see reportage on pages 22-25) have adopt-
ed a similar position. Without presentation, all is nought
Key performance figures in the medium-sized The success of shoe shops depends to a large and increasing
shoe retail sector 2009 2008 extent on the harmonious presentation and especially the mode
Average store area 533 qm 556 qm
Average no. of employees 9.7 9.5
of presentation of the shoes themselves. This was the conclusion
Average gross turnover € 1.4 m. € 1.3 m. of a TW survey carried out in 2010, in which 92 % of the retailers
Gross turnover per employee € 132,984 € 123,759 interviewed judged a modern presentation of goods to be even
Gross turnover per sq.m. sales area € 2,019 € 1,815
more important than it had been in the past. The statements with
Gross turnover per retail sale € 75.86 € 68.23
Stock turnover 1.6 x 1.5 x regard to the most important forms of presentation (Table 4) are,
Stock value per sq.m. sales area € 615 € 566 however, to be treated with caution, since in practice the forms
(Table 3) Source: Institut für Handelsforschung
actually employed are usually individually designed mixed forms.

Shop Aktuell Topic
Shoe Retail
The projects Caligula in Merano (large photo; and see pages 22-25) and Eiler
in Linz can be described as shoe salons. Both establishments are also
characterised by the light, friendly design and the “floating presentation” on
glass shelves.
The survey comment that “it is not enough to arrange the shoes and full service. Regardless of the type of shop, designed car-
according to size” should be taken very seriously, since this form tons can be used to support the messages of design and quality.
of presentation – if it is employed exclusively or adopted as a
main criterion – makes attractive product presentation extremely Many companies arrange the products according to subjects
difficult. and styles, within which they then work according to colours
and models and only then according to size. These represent a
There are various starting points with regard to the form of good opportunity for emotional visual merchandising enriched
presentation and philosophy of presentation. Firstly, product with pictures and props according to setting. With increasing
pressure (the number of shoes displayed per shelf unit and/or frequency they may also include (visually presented) information
per m² of sales area) can be used to control price awareness. about the products on display.
High product pressure is used in the discount sector, while a
lower level of product pressure indicates luxury. Another aspect Kienast, a family firm (Wedemark), for example, uses fashion
is the stock holding. If it largely takes place scenes for its store brand Street Shoes. In
within the sales room itself (frequently in con- Presentation forms shops measuring around 200 m² they offer a
nection with the presentation of boxes show- in the shoe retail sector mixture of cartons and individual presentation
ing the sizes available), self-service is called for, Brands 65 % Colours 37 % which also permits self-service. The individual
while separate stock holding (linked, for exam- Sizes 59 % Price ranges 15 % presentation permits a stronger fashion state-
ple, to individual presentation) indicates that Product groups 50 % Other 5% ment via colour schemes, which ultimately
service is available. With regard to the form of Styles 37 % also improves the price acceptance.
service, we can speak of a scale from discount According to retailers, the most important forms of
presentation; three forms could be mentioned in each
to luxury, from self-service (with checkout case. Over and above all these details there are a
desk), self-selection, service (when required) (Table 4) Source: Surveys by TextilWirtschaft
number of basic rules which the shoe

Shop Aktuell Topic
Shoe Retail
The Darmstadt-based company Dielmann has created its own “young” shop
brand, DSTEP. It offers fashion-oriented brands like Tommy Hilfiger, Buffalo
and Marc O’Polo. The shopfitting is by Umdasch Shopfitting.
retail sector should bear in mind in its presentations. Accord- promises made via the marketing communication must be kept
ing to Leder & Schuh chairman Mag. Peter Horvath, the theme within the shop. Customers must recognise the “rules of play”
development is the most important of all across the board. The within the shop quickly and then be able to find their way around
quickly and easily. These include an eas-
The multi-channel concept of Görtz ily recognised order and orientation together
with a harmonious setting appealing to all
the senses. In this field it is Humanic which is
Customer “One” customer/one database without doubt a trend-setter within the sector.
Integrated multi-channel communication Multi-channel and brand: companions in

Integrated services fate?
Other It is difficult to quantify the figures for shoe

Online Print/
Branch - Mobile Various sales channels
Shop Telephone
- Facebook
revenues which are really generated through
the internet; in some cases the figures are
Range “One” range
contradictory. The national association of
Integrated SCM
German shoe retailers (BDSE) estimates the
online market share for shoes at 8-9 %, and
Stock “One” common stock increasing steadily (see Table 1). The so-
called pure internet players like Mirapodo
and Zalando have grown to become “capital
(Table/fig. 5) Source: Görtz
market-driven” competitors for the traditional

Shop Aktuell Topic
Shoe Retail
ALDO store, 309 Oxford Street, London, UK

Two examples showing the wide range of service modules of the companies
of the Umdasch Shopfitting Group: Assmann Ladenbau acted as general
contractor for Geox (small photo) in Kärntner Strasse in Vienna. Umdasch is
the shopfitting and logistics partner in Europe For the Canadian label Aldo.
The large photo shows what is currently the largest Aldo store worldwide, in
Oxford Street in London (280 m²). It opened in April 2012.
“Multi-channel and brand are a community shop, digital tools have been introduced into Görtz branches:
of fate,” says Christoph von Guionneau. digital windows and columns, screens and interactive terminals
as well as digital mobile devices.
shoe retail sector who certainly siphon
off market share and turnover, irrespec- Digital media possibilities are also actively used at Leder &
tive of the actual economic success of Schuh, without moving into a position as rivals to the online
these business models. retailers like Zalando. “For us it is a matter of being wherever the
customer happens to be,” says Peter Horvath. Correspondingly,
It is also a fact that in our digitalised consumer world there is they see their own multi- (or rather cross-) channel activities as
an increasingly close link between electronic and bricks-and- an integrated service and convenience package.
mortar concepts. Numerous shoe retailers have already found
themselves facing the problem. In the forefront, for example, is “Digital trend information and newsletter yes, but not online
Görtz in Hamburg. On the occasion of the conference of the dlv sales,” insists Peter-Phillip Kienast, who is deterred above all by
(shopfitters’ and suppliers network) in Graz at the beginning of the high rate of returned goods. The comment by Ringschuh
May 2012, Christoph von Guionneau, who at the time was still man Wilfried Harml is similar: “Full service, but no shoe sales via
the chairman of the executive board of Görtz GmbH, declared the internet”. Ultimately, each firm must decide for itself which
multi-channel retailing to be a “matter for the boss” and spoke cross-channel strategy will be most suitable. What is not advis-
of a “community of fate between multi-channel and brand”. able is to try to sit out this future trend. Even if e-commerce, as
As its mission statement, Görtz has asserted: “We want to inte- could recently be read in style in progress, is really a shark tank.
grate digital added value at the POS, which will support the Umdasch Shopfitting is currently studying the “Development
Görtz targets and assist the customer during the stationary of new shop formats and shop systems in a digital consumer
or multi-channel purchasing process.” In addition to an online world” within the framework of its Innovation Circle.

Shop Aktuell Topic
Shoe Retail
The Shop Consult professionals at Umdasch meticulously developed the new

market presentation of Street Shoes. Nothing was left to chance, especially as
regards the product presentation.
Sinking shopfitting costs “With the new Street Shoes concept we have
considerably improved our fashion expertise
and thus the price acceptance,” observed
The shopfitting costs for shoe shops are currently on a down- Peter-Phillip Kienast with pleasure.
ward trend. Experts ascribe this to the fact that nowadays
nobody builds things to last. On the one hand, the renovation everywhere, also in the shoe sector.
cycle is being shortened. To put it somewhat flippantly, we Digital tools are increasingly integrated
could describe the development as “stage construction rather into the concepts.
than shopfitting”. Great emphasis is placed on flexibility, on the
possibility of constantly changing things in order to present the The starting prices for the “bare bones” of the shop (without
shop “anew every day,” in accordance with the requirements floor, lighting, ceiling etc.) currently lie for self-service concepts
of the product range and customers’ wishes. By using atmos- (carton presentation) for areas of 400-600 m² at around € 170.--
pheric props, a mood to match the concept in question is cre- per m² (before VAT). For specialist shops with a floor area of
ated. LED lighting has come of age and has become affordable approximately 200 m² you must reckon on € 350.--/m², or more
in the exclusive segment.
Umdasch Shop Academy: shoe seminars
In addition to its far-reaching programme, which is relevant for many sec- For decades the companies of the Umdasch Shopfitting Group
tors, in 2012 the Umdasch Shop Academy is also offering a special semi- have been professional shopfitting partners for the shoe retail
nar focusing on the shoe retail sector. It is called “Visual Merchandis-
sector in all types of shop. The range of services extends from
ing für Praktiker (Schuhe)” (Practical Visual Merchandising (Shoes)) and
is led by Marlies Niehuis of AREA Management GmbH. concept development (for example through the Shop Consult
The next dates are 18 September 2012 in Amstetten, professionals), planning, supply and installation of the fur-
24 October 2012 in Oberentfelden and nishing and fittings to full service in the form of full construc-
15 November 2012 in Neidenstein/Heidelberg.
tion. Each customer decides individually which of the service

Shop Aktuell Topic
Shoe Retail
The men’s department in the new branches of Street Shoes is separated

visually from the women’s section by a dark grey floor and a matching loop.
Numerous small details create overall a convincing visual merchandising
presentation.
modules he wishes to take advantage of. The reference list is Shoes shops, most of them in shopping centres. Notable
as extensive as the range of services. Recent projects have shopfitting details which can be observed in the new concept
featured companies and brands like Reno, Stiefelkönig, Geox, include the varied gondola sides, full-length mirrors, a graph-
Street Shoes, Dielmann and Nike. Umdasch has supported the ics frieze with image photos, the use of colour to indicate the
Canadian shoe label Aldo during its various international pro- different zones, the “tidy” cash desks area and the single shoe
jects. Umdasch is also frequently called upon by the special- presentation arranged at a particular angle.
ist retail sector to demonstrate its expertise in the shoe retail
field. Current projects which demonstrate this expertise include
Eiler in Linz, Wunderl in Sollenau, Griesser in Althofen, Wehrli
in Basel, Caligula in Merano and Scarpamonda in Grosseto.
A good example of complete store branding, from the con-

cept development to the shopfitting of the first pilot stores by
Umdasch, is the sales line Street Shoes of the family firm Kie- Thank you!
nast (Wedemark). An interdisciplinary Shop Consult team led During the preparation of this Shoe Report we were assisted by a large
by Maik Drewitz and Aline Mensch developed a comprehensive number of experts with comments and information. We should therefore
like to thank:
branch relaunch for Street Shoes, subsequently adapting the
Maik Drewitz (Shop Consult), Verena Hahn (Görtz, Hamburg), Wilfried
result to the shop presentation. The presentation has become
Harml (Ringschuh, Graz), Herbert Hirtenlehner (Umdasch Shopfitting),
considerably younger and trendier. After the successful pilot Mag. Peter Horvath (Leder und Schuh, Graz), Peter-Phillip Kienast
shop in Wuppertal, the stores in CentrO in Oberhausen, in (Kienast Group, Wedemark), Kerstin Slawatycki (HR Group, Osnabrück),
Christian Walder (Umdasch Shopfitting) as well as Andrea and Franz
Dodenhof in Posthausen and in the Schönauer Arcaden in Ber-
Wunderl (Sollenau).
lin now shine in new splendour. There are currently 120 Street

Shop Report Autor Author Foto Photo
Caligula, Meran Caligula, Merano Reinhard Peneder Othmar Seehauser
Die Lauben sind die erste Adresse in Meran – und eine sehr traditionsreiche
noch dazu. 35 Laufmeter Schaufenster setzen das Angebot auch nach
außen attraktiv in Szene (kleines Bild). The arcades are the top address in
Merano, and positively radiate tradition. 35 metres of shop window present
the product range attractively to passers-by (small photo).
Der Schuhsalon der

Kurstadt Meran
Es gibt sie noch, die kleinen, feinen, inhabergeführten Schuhgeschäfte und -boutiquen, die sich ihrer Stärken
bewusst sind und voller Zuversicht in ihre Zukunft investieren. Eines davon haben wir in den berühmten
Lauben der noblen Südtiroler Kurstadt Meran ausfindig gemacht. Es heißt Caligula und wurde im Frühjahr
2012 von Umdasch Shopfitting (Beratung/Planung: Geom. Adalbert Hillebrand, Arch. Elena Catto) komplett neu
eingerichtet
Das Schuhhandwerk hat bei Caligula (der Name kommt von den Die Attraktivität des Schuhwerks von Caligula ist in einem
römischen Sandalen) Tradition. Der Urgroßvater von Dietmar Presseartikel in den Dolomiten vom 17. 2. 2010 eindrucksvoll
Pircher betrieb bereits vor 130 Jahren eine Schusterwerkstatt. dokumentiert: „Unbekannte sind letzte Nacht durch eine Hin-
Am heutigen Standort in Top-Lage ist der Familienbetrieb (Diet- tertür in das Schuhgeschäft Caligula unter den Meraner Lau-
mar Pircher mit Frau, Sohn und Tochter) seit 22 Jahren unter ben eingebrochen und haben über 300 Paar Schuhe geklaut.
dem Motto „Schuhe sind unsere Leidenschaft“ präsent. Der Schaden beläuft sich auf mehrere 10.000 Euro …“

Shop Report
Caligula, Meran Caligula, Merano
Der großzügige Umgang mit dem Raum signalisiert Luxus und Anspruch auf
erstklassige Beratung (großes Bild). The generous use of space signalises
luxury and the customer’s right to first-class advice (large photo).
Schuhe sind die Leidenschaft der Familie Pircher. Seit 22 Jahren ist man
nun an erster Adresse in den Meraner Lauben präsent. Shoes are the
passion of the Pircher family. Their shop has occupied a prime site in the
arcades of Merano for 22 years.
Anspruch auf erstklassige Beratung In gebührender Distanz zueinander werden die Schuhe einzeln
oder paarweise auf „schwebenden“ Glasflächen präsentiert.
Die Begehrlichkeit ist nach dem Umbau wohl jetzt noch größer Schmuckstücken gleich werden besonders exquisite Model-
geworden, allerdings wurde auch sicherheitstechnisch entspre- le in Glasvitrinen dargeboten, ebenso die dazu passenden
chend aufgerüstet. Mit 400 m² auf zwei Etagen ist Caligula nun Accessoires. Weitere interessante Details sind die großzügige
nicht wirklich klein. Der großzügige, ja fast verschwenderische Wendeltreppe, schräg gestellte Ganzkörperspiegel, großzügige
Umgang mit dem Raum signalisiert die Hochwertigkeit des Sor- Sitzmöbel sowie gekonnt arrangierte Tische und Podeste. An
timents und den Anspruch auf erstklassige Beratung. Angebo- der Wand spielt das Umdasch-System Arena Alu sehr dezent
ten werden Marken wie Philipp Plein, Alden, Donna Carolina, eine tragende Rolle für die Glasfächer. Diese in sich stimmige
Pons Quintana, Galizio Torresi, Gravati, Logan, Moreschi, Onit- Gesamtinszenierung wird von der Beleuchtung (RZB) punktge-
suka Tiger, Renato Angi, Santoni, Gianvito Rossi und Cam- nau ins passende Licht gesetzt.
per. Die helle, freundliche Gestaltung betont den salonartigen
Charakter. Dafür sorgen ein heller Fliesenboden in Holzoptik,
die Gipsdecke mit Einbaustrahlern und weiß lackierte Flächen,
punktuell mit dunkler Eiche als Kontrast.

Shop Report
Schräg gestellte Ganzkörperspiegel, großzügige Sitzmöbel und attraktive,

transparente Schaufenster sind einige der interessanten Gestaltungsdetails
bei Caligula. Full-length mirrors positioned at an angle, generous seating units
and attractive, transparent shop windows are some of the interesting design
details at Caligula.
The Shoe Salon in the

Health Resort of Merano
Yes, they still exist – those small, exclusive, owner-run shoe shops and boutiques which are aware of their
strengths and which have the confidence to invest in their future. We discovered one such establishment in
the famous arcades of the elegant health resort of Merano in South Tyrol (Alto Adige). Its name is Caligula,
and it was completely refitted during the spring of 2012 by Umdasch Shopfitting (Consultants/Planners:
Geom. Adalbert Hillebrand, Arch. Elena Catto).
The name Caligula derives from the sandals of ancient Rome, The attractiveness of Caligula shoes is impressively document-
and shoemaking is a tradition that runs in the family. 130 years ed in a newspaper article in the Dolomiten dated 17.2.2010:
ago, the great-grandfather of Dietmar Pircher ran a shoemak- “Last night, unknown thieves broke into Caligula, the shoe shop
er’s workshop here. The family-run business (operated today by in the arcades in Merano, via the back door and stole over 300
Dietmar Pircher with his wife, son and daughter) has occupied pairs of shoes. The damage is estimated at several 10,000s of
its present address, a prime location, for the past 22 years. euros…”
Their motto is “shoes are our passion”.

Shop Report
Mit verschiedenen gestylten Glasvitrinen werden extravagante Modelle

noch einmal besonders herausgestellt. Extravagant models are shown to
best advantage in the glass cases in a variety of styles.
A right to first-class advice arranged tables and platforms. Against the wall, the Umdasch
system Arena Alu skilfully plays a supporting role for the glass
The desirability is even greater since the renovations, although shelving. The harmonious overall presentation is accurately
corresponding improvements have also been made to the safe- shown in the best possible light by the lighting (RZB).
ty technology. Caligula is indeed no small establishment, occu-
pying 400 m² on two floors. The generous, even extravagant
use of space reflects the high quality of the product range and Infobox
the customer’s right to expect first-class advice. The brands on
Standort Location: Lauben 246 F (Pobitzer-Galerie)
offer include Philipp Plein, Alden, Donna Carolina, Pons Quin- 39012 Meran Merano, Italien Italy
tana, Galizio Torresi, Gravati, Logan, Moreschi, Onitsuka Tiger, Kontakt Contact: www.caligula.it
Renato Angi, Santoni, Gianvito Rossi and Camper. The light, Verkaufsfläche / Anzahl 400 m² / 2
friendly design underlines the salon-like character of the sales Geschosse Sales area/
no. of floors:
area. This is enhanced by a light tiled wood-look floor, the plas-
ter ceiling with built-in spots and white painted surfaces with Eröffnung Opening: 31. 03. 2012
contrasting areas of dark oak. Branche Sector: Schuhe Shoes

Planung Planning: Umdasch Shopfitting Italien Umdasch Shopfitting
Italy (Geom. Adalbert Hillebrand, Arch. Elena Catto)
Set at an appropriate distance from each other, the shoes are
Ladenbau Shopfitting: Umdasch Shopfitting, Italien
presented singly or in pairs on “floating” glass shelves. Particu- Umdasch Shopfitting, Italy
larly exquisite models are displayed like items of jewellery in
Ladenbausystem Arena Alu + projektspezifische Entwicklungen
glass cases, as are the appropriate accessories. Further inter- Shopfitting system: Arena Alu + project-specific developments
esting details include the broad spiral staircase, full-length mir- Licht Lighting: RZB
rors positioned at an angle, generous seating units and cleverly

Shop Aktuell Topic Author
Showrooming Gemma Ball
Beauty brand Sephora has embraced smartphone usage in-store, now offering free Wifi in all stores as a standard
and encouraging shoppers to access 1.5 million unbiased product reviews.
Just Browsing?
The infiltration of the mobile phone into our everyday lives has been swift and all-encompassing, to the point
where ownership of a handset is now more common than that of a toothbrush. The introduction of the
smartphone within the last decade has only amplified a thirst for connectivity. This will have a profound effect
on the future of shopping.
Issue 110 of SHOP aktuell introduced the idea of the ‘digital of removing product barcodes from display during the annual
native’: a tech-savvy, information-hungry and experience- Black Friday sale, preventing shoppers from comparing online
driven consumer. This combination of curiosity and limitless prices.
access has spawned the behavioural trait known as ‘show-
rooming’. The practice of shoppers visiting a store evaluating Showrooming maybe a new obstacle for retailers, but it is
a product, then searching online for a lowest price – most set to become a permanent feature which need not neces-
often using a smartphone whilst in-store – reduces the pur- sarily signify a pessimistic outlook for the traditional shop. In
pose of the physical store to that of an art gallery. Accord- fact, it is predicted that by 2016 more than half of the dollars
ing to recent studies this is an increasingly global trend, with spent in US retail alone will be positively influenced by the web
almost 50% of UK online shoppers admitting to buying a (Forrester). In order to cater to the mobile mindset of the evolv-
product they had first seen in a store (Click IQ), while 71% ing consumer there will need to be a move beyond competitive
of US smartphone shoppers compare prices in electronics pricing and discounting. The following pages explore three dif-
stores alone (Nielsen). ferent approaches to how retailers are innovating in-store in
order to convert browsers into purchasers.
Online retailers are benefitting hugely from this trend. Ama-
zon is actively encouraging showrooming and has launched a Direct dialogue
branded mobile app to this end. Price Check allows for com-
parison whilst in-store simply by either scanning a barcode, The US based specialty department store Neiman Marcus is a
snapping a picture or typing the product name. Understand- fine example of how one luxury retailer is embracing the use of
ably, this has angered some retail partners; as many brands smartphones in-store to provide a premium service, tailored to
are fearful of the potential losses they may incur. In late 2011, the individual shopper. NM Service is a branded iPhone applica-
US retailer Best Buy fell foul of bad press after being accused tion that aims to provide a completely personalised shopping

Shop Aktuell Topic
Showrooming
Using the NM Service iPhone

app provides a more
personal, mobile shopping
experience for the Neiman
Marcus customer; scan the
QR for an explanatory video.
Brazilian fashion concept Memove has embedded RFID technology into

the store environment for a seamless purchase experience.
experience. Users opt-in to use the service and open up a direct signify the level of service they require. Wearing the pink wrist-
line of communication between the customer and the sales band tells assistants that the shopper is happy to browse undis-
associate of their choice, for product enquiries, special offers turbed; a white wristband denotes that time is short but they are
and appointment bookings. Not only does this encourage open to recommendations; and finally the green band is worn by
browsing outside of the store boundaries; most interestingly, the anyone actively seeking consultation and product knowledge.
app prioritises driving custom back into the store.
Upon entering one of the four test locations Placing control in the hands of the consum-
in the US store, sensors automatically er in this way acts as a simple yet effec-
welcome the guest and sales associ- tive method of giving the consumer
ates are alerted when they check in what they want and instilling con-
using the app. The staff member fidence in the fact that the brand
is provided with a Facebook pho- can understand and value their
tograph for easy recognition and chosen level of interaction.
Clinique
can access the customer’s pur-

chase history and favourite prod- Another beauty brand which is
ucts using their handset to aid the allowing customers to influence
consultation. This level of communi- Choosing a Clinique Service As You Like It wristband in-store conversation is Sephora,
offers customers a tangible method of
cation lets the customer put a face to a communicating their in-store needs. by providing customers with informa-
brand whilst facilitating the development of tion in-store that could normally only be
an ongoing brand relationship. accessed through the Internet. Select stores in
the US have been equipped with iPad kiosk points of sale
By understanding that not all customers require or even desire and a proprietary iPad app. Products scanned using the iPad
the same level of service, beauty retailer Clinique is also mak- will display up-to-the-minute impartial product reviews from
ing advances towards personalised assistance, focused around Sephora customers, where products are rated honestly with a
the in-store experience. The complimentary ‘Service As You one to five-star rating and personal opinions. This is a brave, yet
Like It’ programme has broken down the shopping experience wise move, as a recent Nielsen report found that globally 70%
into three tiers of engagement, whereby browsers choose one of people surveyed indicated that they held greater trust in con-
of three colour coded wristbands upon entrance to the store to sumer online reviews than they did in traditional advertising.

Shop Aktuell Topic
Showrooming
QR Code Instructions
The QR codes in this article allow you to view additional content. Simply
download a free QR code reader from your smartphone app store and
scan the code.
The interactive digital product installation

from adidas and Intel combines retail with
e-commerce to create an enhanced shopping
Encouraging this level of transparency on the shop floor dem- experience: watch a video of the adiVerse in
onstrates an understanding of the customer’s needs whilst action by scanning the QR code.
adding a layer of interaction beyond the physical environment.
Imitation is the sincerest form of flattery
The saying goes, “if you can’t beat them…” – as the retail and access to the entire adidas catalogue,
industry has witnessed globally, an estimated $456 billion so that purchasers can view each shoe in
lost sales annually are due to ‘out of stock’ being a common real-time high resolution on state-of-the-art
issue for stores (IHL). Vast amounts of data capture within touchscreens, with branded content such as
e-commerce have allowed for better understanding, manage- celebrity endorsements and social network-
ment and – most importantly – the ability to react quickly to sharing capabilities. Products that are not
developments. Opportunities for providing maximum custom- stocked can then be ordered on an iPad for
er benefit can be found by learning from these practices and home delivery.
embedding them within the store.
These solutions are designed to offer a complete brand
New Brazilian fashion brand MeMove aims to tackle this issue experience for the shopper, whilst also guaranteeing prod-
with the use of RFID (Radio Frequency Identification) labels uct availability, real-time information and social relevance.
sewn into every product. This technology allows for the gar- Digital tools are used to provide convenience as the store
ments to be identified and tracked wirelessly. Not only does begins to bridge the interface between traditional and online
this ensure that the brand has full understanding of its stock commerce.
levels and the movement of garments within the store; they
are able to use this information to keep on top of stock levels An offer that cannot be matched
seamlessly, in order to ensure that items and sizes are widely
available to shoppers. Meanwhile the tags allow shoppers in At the other end of the scale, there are benefits to approach-
a rush to check themselves out at the self service counter ing the physical retail space in an entirely different way, rein-
by simply placing all their items in a dedicated RFID-enabled venting retail to produce didactic and sensorial destinations
basket, which automatically calculates the total price, updates which cannot be rivalled online.
inventory and erases each RFID label’s encoded ID number
so that alarms will not sound as the shopper exits the store. dpHUE is one such start-up brand, completely redefining the
hair dye retail experience after spotting a gap in the market
In a bid to rethink the shopping experience completely, the for the increasing trend towards at-home hair colour and the
adiVerse collaboration between Intel and adidas creates a fears that consumers often have about using such a product.
digitally and socially enhanced shopping experience. The To tackle this, the company offers affordable salon-quality
screen-focused point of sale offers a small product selection custom-blended hair dye kits. However the real innovation
Leica (www.leica-camera.co.uk)
Customers of Leica are rewarded

with exclusive access to the
in-store studio and Café Optik,
complete with consultations and
professional advice.

Shop Aktuell Topic
Showrooming
The lifestyle-orientated Smart Store by Vodafone educates the customer on

their potential purchase, positioned as an advice and support service.
happens at the brand’s flagship stores, where customers can

book consultations with certified cosmetologists who evalu-
ate the best products and teach the correct usage, all within Providing a service that is not easily replicable in the online
the comfort of an up-market salon environment. To differen- space is one method of combating showrooming, provid-
tiate from hairdressers and keep prices affordable, the one ing visitors and buyers with accessible product guidance
thing they do not do is dye hair. However, clients are allowed and education that helps to build repeat custom and brand
to apply their dye purchases in-store under free professional advocacy.
guidance – a retail concept that addresses a common con-
sumer issue with a unique solution. The blurring of shopping and technology if harnessed cor-
rectly in the store environment, can add genuine value. How-
For its latest flagship photography brand, Leica created a ever, technology for technology’s sake is not the key driver.
branded destination for loyal customers. The London-based Without consideration of the consumer’s evolving needs and
store abandons the traditional concept of a shopping environ- desires, solutions will lack purpose. And retail is shifting from
ment and instead invites customers to chat with the client-care ‘one size fits all’, towards service-driven environments based
team over an espresso in the in-store coffee bar, Café Optik, on one-to-one interactions. Offering personalised experi-
from which they can observe the dedicated glass-partitioned ences, seamless convenience and a unique proposition are
laboratory carrying out repairs. The Leica Akademie training just some of the potential ways in which traditional retail can
centre runs workshops above the store space, where Leica ensure ongoing custom with unconventional thinking.
owners can participate in one-to-one product demonstrations,
advice sessions and private consultations and exclusive use of
a professional photographic studio.
And even the source of showrooming – the smartphone –

has to rethink the relevance of the store environment in order
to remain competitive. The Vodafone Smart store concept
in Budapest positions the store space as a public service.
Offering the largest selection of smartphones in the country,
each Smart Customer Assistant completes several months PORTLAND BIO:
of training in order to understand fully the specifications for Portland is a London-based multi-disciplinary design studio working
within the retail, leisure and travel sectors. “We are in the business of
each of the 100+ smart devices the store stocks. Products ‘story telling’ – approaching every project by knowing the people who will
for every price point are included, with budget options, pre- be using the places we help create and how we can talk to them, attract,
mium handsets and store-only limited editions. Each phone inform, surprise and delight them along their journey. Put simply, we
design brands and places for people.”
is displayed next to a touch screen with guidance videos.
Portland’s Managing Director Ibrahim Ibrahim will
And the store acts as a Smart Training Centre, ensuring that be speaking further on the subject of tomorrow’s
the customer understands which smartphone is best suited shopper at the International Retail Forum in Oc-
for their needs and how to get the most from their handset. tober. You can also learn more about Portland’s
design thinking by following them on Twitter: just
The 30-minute educational classes run throughout the day scan the QR code with your smartphone to view
and the shop is open after hours purely for training purposes, the Portland twitter feed.
up to 8 times a week.

Shop Panorama
TEL Tante Emma [1]
Top-Shops from A1 to Zoro

In the SHOP PANORAMA of this issue of SHOP aktuell we can offer you top shops from A to Z – literally: from
A1-Shop in Salzburg to White Lounge by Zoro in Zurich Wallisellen. The individual variety of the service modules
employed by Umdasch is as colourful as the range of sectors covered by the projects shown here.
No. Project name Location Country Sector/range Page(s)

[1] TEL Tante Emma Düsseldorf Germany Food 30
[2] Arnotts Dublin Ireland Department store 31
[3] Mexx Amsterdam Netherlands Fashion 31
[4] A1 Salzburg Austria Telecommunications 32 – 33
[5] Yves Saint Laurent London United Kingdom Beauty 34
[6] Thun La Spezia Italy Gift items 35
[7] De Fursac Paris France Fashion 36
[8] Calumet Essen Germany Photographic equipment 37
[9] Suite 341 Paris France Fashion 38 – 39
[10] Oryx Galleria Doha Qatar Speciality department store 40 – 41
[11] SPAR-Gorumet Vienna Austria Food 42 – 43
[12] Molton Brown London United Kingdom Luxury body care products 44 – 45
[13] Lodenfrey Bad Ischl Austria Fashion 46 – 47
[14] White Lounge by Zoro Wallisellen Switzerland Bridal fashions 48 – 49
TEL Tante Emma

Nostalgia and modernity
As a start-up company, TEL has
consciously dispensed with
depth of product range in its
Tante Emma shops; by doing so,
it creates a contrast to the big
supermarket chains. The store
scores through the quality of
both products and service. The
shop design is straightforward
and young, with nostalgic
elements creating a welcome
contrast.
Infobox
Location: Kö-Blick
Königsalle 61
40215 Düsseldorf
Germany
Contact: www.tante-emmas-tel.de
Sales area / no of floors: 120 m² / 1
Opening: March 2012
Sector: Food
Planning: Room & Ehre
Shopfitting: Umdasch Shopfitting, Germany
Shopfitting system: Classic, All4One & brand-specific
development
Lighting: Room & Ehre

Shop Panorama
[2] Arnotts, [3] Mexx
Arnotts
New-look electrical dept.
Infobox
Location: 12 Henry Street

Dublin 1
Ireland
Contact: www.arnotts.ie
Sales area/no. of floors: 650 m² / 1
Opening: November 2011
Sector: Department store
Planning: Sanderson Studios
Shopfitting: Umdasch Shopfitting, Ireland
Shopfitting system: Brand-specific development
Umdasch Shopfitting has

redesigned the electrical
department of Arnotts, the
famous Dublin department
store. The shelving chosen
permits a rapid change of the
product presentation. A
back-lit band with labels on
the back wall and low centre
units facilitate orientation.
Mexx
Stopover in Amsterdam
Infobox
Location: Klaverstraat 178

1012 XG Amsterdam
Netherlands
Contact: www.mexx.com
Sales area/no. of floors: 400 m² / 2
Opening: March 2012
Sector: Fashion
Planning: Different by design
Shopfitting: Jonas, Germany
Lighting: RZB Leuchten
Floor: Gunreben
The store concept for the

fashion label MEXX which
was developed in 2010 has
now reached Amsterdam.
The countless small details
conjure up a loft atmosphere
with individual charm inside
the store. The atrium in the
entrance area is an
architectural highlight.

Shop Panorama
A1 [4]
Successful facelift
A1 is Austria’s leading communications concern and offers
Infobox
fixed-network mobile telephony, internet and television from
a single provider. After the fusion of Telekom Austria and Location: Einkaufszentrum Europark
Europastraße 1
mobilkom austria in 2010 the company also received a new 5020 Salzburg
brand in 2011: the new A1. During the course of the rebranding Austria
a “facelift” of the A1 shops was also carried out. The new brand Contact: www.a1.net
values “easy”, “close to the customer” and “trend-setting” are Sales area / no. of floors: 184 m² / 1
the principal basic elements of the new shop design. Opening: May 2012
Sector: Telecommunications
The brand colour white and the accent colour green are sys-
Planning: Architekturbüro BEHF
tematically used, interrupted by mood pictures on the walls.
Shopfitting: Umdasch Shopfitting, Austria
The three-dimensional A1 logo captivates through its vari-
ous playful applications and its sculptural attractiveness. The
overall impression of the new shop design is natural, simple Lighting: Zumtobel
and friendly. The main emphasis is on advice and the prod- Floor: Oberwinkler
ucts on offer. Furniture and furnishing accessories such as In-store decoration: Technoholz, Wagner, Huber
photographs, pictures, radios etc. in 1950s and 60s retro style
provide a relaxing atmosphere. They are part of the corporate
architecture of A1. The service area is positioned in the mid-
dle of the space. Thus the one-dimensional frontal situation
of the consultation is removed and queues are avoided. The
staggered desks provide a new approach to the relationship
between advisor and customer.
White high-gloss furniture, accessories and pictures in retro style create an interesting
mixture of styles. Flexible panels which can be mounted on the walls like a modular box
system are used for the product presentation.

Shop Panorama
[6] xxxx

Shop Panorama
Yves Saint Laurent [5]
Yves Saint Laurent

French charm
The leading international cosmetics concern L’Oréal has exud-
ed even more French charm since 2008. Through its take‑
over of Yves Saint Laurent Beauté it has succeeded in adding
another famous name to its pool of luxury brands (Lancôme,
Giorgio Armani, Ralph Lauren…). The current POS presenta-
tion of Yves Saint Laurent impressively embodies the elegance
and quality of the brand. It predominantly makes use of glass
layered with black lacquer on the reverse. The accents are set
with gold-brushed furnishings with atmospheric image pho-
tos. The consultation table adds an eye-catching accent: over
500 golden lipsticks form the YSL logo. Overall, the profes-
sional branding – from the ceiling canopy to the faced column –
ensures a high recognition value.
Infobox
Location: Harvey Nichols

109 – 125 Knightsbridge
London
United Kingdom
Contact: www.yslexperience.com
Sales area / no. of floors: 40 m² / 1
Opening: January 2012
Sector: Beauty
Planning: L´Oréal
Shopfitting: Umdasch Shopfitting, UK
Lighting: Umdasch Shopfitting, UK
Yves Saint Laurent is presented in new splendour in the entrance area of the
exclusive London store Harvey Nichols.

Shop Panorama
[6] Thun
Thun
Atmospheric presentation
For more than 60 years Thun, the family-run firm in Alto Adige
(South Tyrol), has been a watchword for high-quality ceramic
gifts and decorative articles. The items are created on the prem-
ises with a great deal of love and attention to detail. Over the
course of the decades Thun has become an international player.
The core markets are Italy, Germany, Austria, Switzerland and
Spain. The products are primarily distributed through retail part-
ners. In the choice of location the focus lies on city-centre sites
and shopping centres. With its product range, which has been
expanded to include home accessories and children’s fashion,
as well as the overall communicative presentation, Thun conveys
a high degree of emotionality.
Infobox
Location: C.C. Le Terrazze

Via Fonte Vivo 18/E
19121 La Spezia
Italy
Contact: www.thun.com
Opening: March 2012
Sector: Gift items
Planning: Thun
Shopfitting: Umdasch Shopfitting, Italy
Shopfitting system: Para & brand-specific development
Lighting: Side
The current shop design at Thun is characterised by a harmonious blend of

colours and materials. The different product areas are emphasised by an
individual back-wall design. Seen in the new Thun Shop in La Spezia.

Shop Panorama
De Fursac [7]
De Fursac
Heading for growth
All the signs are pointing towards growth at De Fursac, the
French men’s outfitters. Founded in 1973, the classic fashion
range has been extended to include premium sportswear and
accessories. In addition to its presence in the famous French
department stores Galeries Lafayette and Printemps, the com-
pany now aims to position itself increasingly on the home mar-
ket with its own stores. Twenty-five additional shops will be
added in the medium term to the existing nine. However, De
Fursac is also toying with locations outside the national bound-
aries. It has European metropolises like London and Milan in its
sights. A look at the current shop concept reveals an exclusive
material mix combined with a clear visual language and design
vocabulary.
Infobox
Location: Printemps Haussmann

Paris
France
Contact: www.defursac.fr
Opening: February 2012
Sector: Fashion
Planning: Mathema Partners, De Fursac,
Umdasch Shopfitting, France
Shopfitting: Umdasch Shopfitting, France
Centre-room stands of gleaming brass, a real marble floor, black high-gloss

tables in the centre and matt back wall elements characterise the exclusive
presentation of De Fursac, here in Printemps Haussmann.

Shop Panorama
[8] Calumet
Calumet
Oasis of photography
With 29 branches worldwide, Calumet is the leading specialist
retailer for professional photo and video technology. There are
currently six locations in Germany. The re-design of the branch
in Essen called upon the entire range of services offered by
Umdasch as general contractor – from strategy and design
development to planning and delivery of the entire fittings and
furnishings. The result is an oasis of photography across 400
m² which is clearly subdivided into the areas “Studio”, “Exhibi-
tion” and “Academy”. Particularly successful is the linking of
product presentation with product information on iPads.
Infobox
Location: II. Hagen 7 (Kennedy Tower)

45134 Essen
Germany
Contact: www.calumetphoto.de
Opening: May 2012
Sector: Photographic equipment
Consultants/Planning: Shop Consult Oberhausen,
Umdasch Shopfitting VB West
Shopfitting: Umdasch Shopfitting, Germany
Shopfitting system: Quadra and brand-specific
development
Lighting: RZB
The workshop atmosphere at Calumet radiates expertise and is skilfully linked

to modern product presentation. iPads play an important role in the supply of
information.

Shop Panorama
[9] Suite 341
Suite 341
The name sets the tone
The French SMCP Holding is currently expanding around the
Infobox
world with its chain store concepts Maje, Sandro and Claudie
Pierlot. All three brands are positioned in the upper middle seg- Location: 3 rue des Rosiers
ment and target a female clientèle between 25 and 45 (Sandro Paris
France
also targets men). In the spring of 2011 SMCP launched the
Contact: www.suite341.com
new retail concept Suite 341 in the French department stores
Printemps in Le Mans and Lille. At Suite 341 the name gives
Opening: August 2011
the tone: 3 brands and 1 joint presentation, or – to put it anoth-
er way: All fo(u)r one. To date the joint presentation of Maje, Sector: Fashion
Sandro and Claudie Pierlot has been implemented at some Planning: Architekten Agnès Cambus,
Jean Pierre Body
25 locations in France. These include a number of own shops
Shopfitting: Umdasch Shopfitting, France
as well as shop-in-shops. That is by no means the end of the
story. Six further new openings are lined up for 2012.
Lighting: Loom
Customers at Suite 341 will have the impression of being in a Floor: Autrement les sols
luxurious hotel suite. The overall theme runs like a common
thread through the boutique. Numerous details emphasise the
elegant hotel character. Floor lamps, luggage labels and lug-
gage trolleys are integrated into the store design. The design of
the till area recalls a reception area. The back wall behind it is
as eye-catching as the herringbone-patterned floor.
Welcome to Suite 341! A harmonious concept lends the

boutique its inimitable character.

Shop Panorama
Oryx Galleria [10]
Oryx Galleria
Redeem your miles in luxury
Travellers who collect miles at Qatar Airways will get their mon-
Infobox
ey’s worth in the Oryx Galleria. The airline has made an inten-
sive study of the wishes and demands of its “Privilege Club” Location: Airport Road
members. An exclusive lifestyle boutique on Airport Road is Doha
Qatar
the successful result. It is a first pilot project; a later rollout
Contact: www.qatarairways.com
is not out of the question. Over 600 top-quality brand articles
will encourage customers to redeem their miles. On the ground
Opening: February 2012
floor customers will find fashion, sports, accessories, watches,
stationery and beauty products. On the upper floor, electrical Sector: Speciality department store
goods, home accessories, outdoor pursuits and toys await Planning: Moutragi Interior Design
visitors. There are also two interactive LED screens provid- Shopfitting: Umdasch Shopfitting, Middle East
ing information about sports, culture, art and wellness offers Shopfitting system: Arena, Vario, Stecco, Classic &
brand-specific development
worldwide. With just a few clicks you can redeem the miles you
have been collecting. The product range truly leaves no wishes Lighting: Umdasch Shopfitting, Middle East
unfulfilled. Frequent fliers can even reward themselves with a

Mini Cooper, for which they will need 7.5 million “Qmiles”.
One of the central elements in the shop concept is the subject-

specific presentation of the different product ranges. These
individually designed theme worlds do have something in com-
mon, however: a high-quality material mix accompanies guests
through the two-storey boutique. It makes use of, for exam-
ple, luxury veneers, textured laminates, high-gloss surfaces,
elegant seating elements and crystal chandeliers.
With the Oryx Galleria, Qatar Airways is testing a new boutique concept which lures
members of the “Privilege Club” into an exclusive lifestyle world.

Shop Panorama
SPAR-Gourmet [11]
SPAR-Gourmet
Culinary heights
The trend at SPAR Austria in 2012 is clearly towards expansion.
Infobox
The food retailer is concentrating primarily on high-frequency
top locations. SPAR has opened a gourmet temple in the new Location: Vienna-Schwechat Airport
Check-In 3 terminal building at Vienna-Schwechat airport. The Check-in 3 (Skylink)
Austria
new SPAR Gourmet invites travellers from all over the world
Contact: www.spar.at
to ascend to new culinary heights. The delicatessen store’s
product range offers some 8,000 articles across 400 m²,
including a fine selection of Austrian specialities. A large num- Opening: June 2012
ber of products to go are designed to cater to the tight time Sector: Food
window of many air passengers. Planning: Spar, Deephaus Architects
Shopfitting: Assmann Ladenbau, Austria
The generously proportioned entrances are an eye-catching Shopfitting system: A30 & brand-specific development
feature and clearly visible from afar in the new airport mall. Lighting: Zumtobel
A total of six open up the prospect of the varied product range
and the heart of the store: the fresh food section. Uncluttered,
straightforward design and high-quality surfaces character- of lanes, the clearly defined arrangement of the products will
ise the shopfitting furnishings. From shelving to chilled vit- enable travellers in a hurry to find their way through the store
rines, the gentle contrast between the light beige fronts and quickly.
the dark brown inner surfaces flatters the different products.
Ascending shelf heights, short routes… thanks to the system
The heart of the delicatessen food market SPAR-Gourmet at Vienna Airport is the fresh-food section.
Four express tills and a take-away delicatessen counter ensure that shopping is a quick and stress-free
experience for travellers at one of the most important international traffic hubs in Austria.

Shop Panorama
[12] Molton Brown
Molton Brown
London via The World
In 1973 a hairdressing salon by the name of Molton Brown
Infobox
opened at 58 Molton Street in the London district of Mayfair.
Sustainability was the order of the day from the very begin- Location: Unit 1, Broad Street
ning. Contrary to the trend during the 1970s, use was made London, EC2M 7JH
United Kingdom
of environmentally friendly products which the company
Contact: www.moltonbrown.co.uk
manufactured itself, and much emphasis was placed on their
natural composition. With this philosophy, the Molton Brown
Opening: May 2012
brand succeeded in creating a true unique selling point.
Today it is represented in more than 70 countries throughout Sector: Luxury body care products
the world with a wide-ranging selection of luxury body-care Planning: Molton Brown
products. In addition to sales via the company’s own shops, Shopfitting: Umdasch Shopfitting, UK
the high-quality care products are also to be found in depart- Shopfitting system: Brand-specific development
ment stores, online and in luxury hotels around the world. Lighting: Applelec
During the redesign of the store in London’s Broad Street,

special attention was attached to a high-quality material mix. It encourages customers to try out the washes and lotions
High-gloss polished stainless steel shelving, back walls in on the spot. Wall mirrors and mirrored surfaces complete the
walnut look and grey ceramic tiles lend the sales area a clas- luxurious and contemporary feel.
sic yet modern appearance. The various product ranges are
clearly structured and labelled with silver lettering. The indi-
rect lighting supplied by LED strips ensures that the products
are presented in the right light. The focal point in the centre of
the sales area is a vanity unit of white Corian.
The new Molton Brown store in London’s banking district radiates classic yet modern elegance. The
new shop design is dominated by a mixture of high-gloss polished stainless steel and walnut finishes.
It clearly reflects the company’s positioning in the luxury segment.

Shop Panorama
Lodenfrey [13]
Lodenfrey
Lively tradition
The traditional costume and fashion store Lodenfrey is famous
Infobox
beyond its borders for quality, tradition and personal advice. Its
customers appreciate the carefully selected range of products, Location: Kurhausstrasse 4
a shopping experience far removed from the daily bustle and 4820 Bad Ischl
Austria
the unique flair in the Kurpark in Bad Ischl. Umdasch Shop
Contact: www.lodenfrey.at
fitting Austria was responsible for the redesign, shopfitting and
complete construction of the 950 m² traditional store. The main
Opening: April 2012
requirements of the new design were to revive the story of the
Lodenfrey brand in the shop design and to stage the high-qual- Sector: Fashion
ity products in an atmospheric setting against this background. Planning: Umdasch Shopfitting, Austria;
SNP Architekturbüro Neureiter
(exterior architecture)
Clean lines characterise the new shopfitting design. White high Shopfitting: Umdasch Shopfitting, Austria
gloss areas combined with the dark ceiling and the exclusive Shopfitting system: Classic, Steco, Arena Alu & brand-
oak parquet flooring create a harmonious ambience. Frames specific development
and stucco mouldings on the back walls form part of the basic Lighting: Umdasch Shopfitting, Austria
design elements. The architectural highlight of the new store
is the vertical garden with water feature. It makes reference to
the Salzkammergut region and provides the setting for a most
unusual catwalk presentation. Designer furnishings and attrac-
tive accessories complete the new look and feel of the store.
Systematic shop design, emotional product photos and architectural highlights characterise the
new presentation of the traditional Lodenfrey store. The leather section is deliberately presented in
a more rustic setting.

Shop Panorama
White Lounge by Zoro [14]
White Lounge
A dream in white
Katia and Milena Zoro have inherited the bridal fashion gene also involved. They each have available a screened-off pres-
from their family. “Wedding dresses and the wedding lifestyle entation and changing area as well as a special vitrine for
have always been our passion”, comment the sisters. Now accessories. The furnishings in high-gloss white with chrome
they have fulfilled their dream of establishing their own wed- steel accents by Umdasch Shopfitting harmonise well with the
ding loft, representing an ideal addition to the exclusive range surroundings.
on offer in Zurich city centre. A suitable location was available
in the Designer Center in Wallisellen. The Zoro Sisters have
lovingly created a paradise for romantic brides – and have
turned it into a dream in white. Infobox
Location: White Lounge by Zoro

The most beautiful and romantic wedding dresses from 8304 Wallisellen
international designers are presented across some 400 m², Switzerland
offering good quality at moderate prices. An open-plan room Contact: www.white-lounge.ch
design, light colours, comfortable lounge-style furniture, large Sales area / no. of floors: 400 m² / 1
mirrors and spacious cloakrooms with galleries characterise Opening: December 2011
the lounge. Four generous spaces were created for individual Sector: Bridal fashions
consultations, in which relatives and friends are traditionally
Planning: Zoro;
Umdasch Shopfitting, Switzerland
Shopfitting: Umdasch Shopfitting, Switzerland
High-gloss white, generous consultation areas and comfortable lounge-style furnishings

characterise the appearance of the White Lounge by Zoro in the Zurich suburb of Wallisellen.

SHOps & shopping Text
Laden-Dramaturgie LIVE! in New York Reinhard Peneder
Lade n-Dramaturgie
New York ...
Tag 11
Day
ary ”
The proposed “itiner
for the course of the
den-
shop expedition “La
UPTOWN Dramaturgie LIVE!”
E!).
(Shop Dramaturgy LIV
M
used
Attent ion will be foc
es
on the shopping mil
n
in Midtown, the Flatiro
Dis tric t, SoH o and the
t,
Meatpack ing Distric
M
the
where ten years ago
M
1 Day 2
vast abattoirs and col
storage warehouses
d
were
2 still in operat ion.
10
3
MIDTOWN
4 M
11
DOWNTOWN
6 7
M
Lege nd:
Day 1 Metro route 9 5 8 ristian
Mikun nt.
da LIV
E in New
Day 1 walk ing route Dr. Ch is e le me

nd in h
Day 2 Metro route York a
Day 2 walk ing route
Highlights from Apple

and Armani to Uniqlo
and Zara
From 27 to 29 September 2012 the spectacular shop expedition “Laden-Dramaturgie LIVE!”
(Shop Dramaturgy LIVE!) organised by the Umdasch Shop Academy will be returning to New York
again for the first time in five years. The Big Apple has just re-invented itself and is unsurpassed
for creativity and topicality. In addition to other sophisticated examples of strategic dramaturgy,
the compact tour with Dr. Christian Mikunda will present current examples of the “Rough Luxe”
phenomenon. The programme will also include a number of visits to new flagship stores.
50
SHOps & shopping
Laden-Dramaturgie LIVE! in New York
1
Uniqlo
Atsushi Nakamichi, Nacasa & Partners Inc.
The most exclusive

address of the new
fashion power zone
on Fifth Avenue is the
8,000 m² Uniqlo store.
It captivates shoppers
with its exceptionally
spacious layout,
outstanding visual
merchandising and
amazing extras such
as “shop window lifts”.
Free People
2
Low interior spaces at Uniqlo on Fifth make it easy to gain an “Free People”, the new small format by Anthropologie, convinces visitors
overall impression and open up constantly new perspectives. to the Rockefeller Center with its back-to-nature presentation.
In the fashion retail sector, Fifth Avenue between 53rd and The “Rough Luxe” design is a must-see! And a new branch of
52nd Streets has become a real power zone. A succession Dolce & Gabbana is also about to open on Fifth.
of flagship stores vies for customers’ attention, proving the
truth of the slogan ‘Competition is good for business’: a Zara Limelight Marketplace: eccentric and quirky
(opened March 2012), a Hollister (opened November 2010)
and a 8,000 m² Uniqlo (opened October 2011). Uniqlo in par- The new Apple Store in Grand Central Station stands out
ticular offers a setting for all the senses and wins approval above all for its impressive architectural setting. Here we
with superb visual merchandising. The “shop window lifts” can treat ourselves to an excursion into the world of gourmet
are truly spectacular. At the Rockefeller Center, Anthropolo- pleasures in Eataly, also on Fifth Avenue and not far from the
gie has just opened a store in its new “Free People” format. Flatiron Building. Since August 2010, Italian specialities

MIDTOWN
SHOps & shopping
M
3
Apple 11
DOWNTOWN
M
7
6 8
9 5
The new Apple store in Grand Central Station shines above all thanks to its
impressive architectural setting.
L ime light
4
ce
Marke t pla
Limelight Marketplace is a quirky shopping centre located in a former Eccentric boutiques and designer shops are typical of the range of tenants
church. in Limelight Marketplace.
have been presented here in an extremely authentic setting presence here. Now they have been joined by, for instance,
across 4,600 m². Perennially popular! Two other new shops a Hollister directly on the corner of Houston and Broadway,
in the Flatiron District that are worth a visit are the New York another notable Uniqlo and a very attractive Allsaints. That is
flagship of the Finnish fashion label Marimekko and the sports the fashion label which skilfully and systematically uses old
article store New Balance. Just a few minutes’ walk away is sewing machines in its merchandising. In the Puck Building on
Limelight Marketplace, housed in a former church – an excep- the corner of Lafayette and Houston, shoppers can admire the
tionally eccentric shopping scene with a wealth of small bou- “back to nature” presentation by the Canadian outdoor brand
tiques and designer shops. REI across 3,200 m², which somehow seems to remind one of
Germany’s Globetrotter. The new Longchamp flagship store in
The shopping landscape in and around SoHo – in other words Spring Street shines with its spectacular design by Thomas
South of Houston Street – has continued to develop dynami- Heatherwick – wooden folds which curve through the shop,
cally. The “usual suspects” have long since established a either as wall cladding, or as a staircase or shelving. Next door

SHOps & shopping
5 Allsaints
Allsaints, the label famous for its “sewing machine merchandising”, has The authentic, down-to-earth presentation of Allsaints is
also set up shop in SoHo. systematically accompanied by new media.
6
REI
Matt Peyton, AP Images For REI/AP Images
The Canadian outdoor brand REI offers a loft-character setting in SoHo which extends across 3,200 m².
is the equally eye-catching Mulberry store, which was fitted former cold storage warehouses and the rents have rocketed
out by Umdasch Shopfitting. Located at 628 Broadway a short to astronomical heights. Next to the Gansevoort is the “High
distance north of Houston Street, in other words in NoHo, so Line Park”, another new New York attraction. On a former
to speak, is a refreshingly original Urban Outfitters; a few steps railway track which is 20 metres wide and 4.7 kilometres
further, at 25 Bond Street, is the shoe shop United Nude, which long, New Yorkers and tourists can relax under trees and
captivates shoppers with an interesting LED presentation. watch the world go by.
From insider tip to promenade Times Square, by contrast, is more frenzied than ever. A recent-
ly built stand serves the sole purpose of permitting visitors
The Meatpacking District has developed from an insider to survey the colourful procession of people from all the
tip to an elegant promenade with exclusive shops and fine corners of the earth. The preferred themes in the shops here
gastronomy. The smell of meat has disappeared from the are souvenirs, consumer electronics and media.

M
SHOps & shopping

7
M
n Ou t fi t t e rs
Tag 2
Ur ba
10
MIDTOWN
11
Always an experience: the product presentation at Urban Outfitters

(seen in the shop on the corner of Broadway/Houston Street).
8 9
Mulberry
Converse
DOWNTOWN
M
Legende:
Tag 1 Metroroute
Tag 1 Gehroute
Tag 2 Metroroute
Tag 2 Gehroute
Converse offers a choice presentation of sports shoes in SoHo. The eye-catching Mulberry Shop in Spring Street was fitted out by
Umdasch Shopfitting.
A modern Forever 21 with all sorts of trinkets relating to elec- just three stops on the subway to the three flagship stores
tronic recording fits in well with this restless scene. of Polo Ralph Lauren in Upper Madison; a tour is always one
of the dramaturgical highlights in the Shop Dramaturgy LIVE!
It is only a few steps from the headquarters of this shop expedi- shop expeditions.
tion, the Renaissance Hotel on 57th Street/corner of Lexington
to eternal top addresses like Armani, Escada, Gucci, Bergdorf The waggon train moves on
Goodman, Tiffany, Louis Vuitton, Chanel, Dior, Prada, Tommy
Hilfiger, FAO Schwarz and Niketown, which never ceases to New York remains the metropolis in which international brands
amaze. are first tested to check their global suitability. In the various
business districts, accordingly, a permanent and brutal selec-
A pink Donna Karan shop-in-shop has moved into the huge tion process takes place regarding locations and concepts.
Bloomingdale’s department store on Lexington Avenue. It is The occasional empty store, even in a prominent position,

SHOps & shopping
10
Time s
Square
A recently-built stand at
Times Square was erected
with the sole purpose of
enabling viewers to watch
the colourful procession
of people from all over the
world passing by.
11
High Line Park
The Meatpacking District has
established itself as a trendy district.
Here you will also find an access point
for the High Line Park, a new New
York attraction on a former stretch
of railway line which is 4.7 kilometres
long and 20 metres wide.
bears witness to this. The famous Japanese department rewarded initially by low rents and a high quality of life. The
store Takashimaya on Fifth Avenue, for example, closed down district then becomes an insider tip. At that point the establish-
recently. The NBA store has also “disappeared”, and Zara has ment makes its entrance and “cultivates” the scene. The cool
now set up shop on the premises. In general, the shop fluctua- bars and fashionable little shops are followed by system gas-
tion is very high and only the very best concepts are able to tronomy and the big retail names and then finally by the flag-
establish themselves. But for them the motto is: “If you can ship store. The rents rocket to astronomical heights. And then
make it there, you can make it anywhere.” the waggon train moves on. Their latest address is Brooklyn.
But that is another story.
The development of new districts in New York always seems to
follow the same scheme. Neglected corners are lovingly revi-
talised with great commitment by alternative artists and other
contemporaries beyond the establishment – they are rightly

SHOP design Text
Trends in shop lighting Evelyn Kössler
Let there be LED

The revolution in shop lighting through LED technology is progressing by leaps and bounds. Increasingly, the
phase when it was used for occasional spotlighting and mixed concepts (HIT technology and LED) is being
followed by all-encompassing use of this innovative technology, which continues to win support for its versatility
and energy efficiency. At the Light+Building fair it was clear that the final disadvantages are currently being ironed
out and the next generation of lighting is already being developed with a remarkable degree of imagination.
Through rapid technological development, the use of LEDs LED: a multitalent

in shop lighting has been radically increased. Above all in
combination with innovative control technology, the result is a Compared with traditional solutions, LED lighting emits less heat.
wide range of possibilities for the targeted and dynamic use of This is a big advantage, especially in the case of the illumination
light. “Today there are virtually no projects in which LED is not of fresh food. The food is spoilt less quickly, which again leads to
used in some form or other,” observes Anton Gassner, one of a reduced wastage of the products. In the textiles sector, LEDs
the lighting professionals at Umdasch Shopfitting. That is not also score with their almost “non-existent” UV and infra-red
surprising, “because with LED it is possible to produce more component. The fading or yellowing of the fabrics is accordingly
output with less power,” as Max Wöss at Zumtobel remarks. a thing of the past. With their very long lifespan of 50,000 hours,
Iska Schönfeld at Philips Lighting admits, however, that there maintenance costs are reduced to a minimum. “This means that
is still room for development in some cases: “Everywhere, exchanging the lamps is unnecessary until well past the normal
where very high lighting levels are necessary or where the life of the shop design,” continues Max Wöss. Compared with
lighting must be provided from a great height, high pressure metal halide lamps, for which a lifespan of 12,000 hours can be
metal halide lamps are still justified.” All in all, LED solutions assumed, the LED has a life which is four times as long. By virtue
pay for themselves relatively quickly in retail shops because of of its precise controllability as regards lighting atmosphere and
their long life and the accordingly reduced maintenance with colour, LED lighting also contributes to so-called brand creation
long switch-on times. through individual lighting scenarios. This means that different
product ranges can be presented in different ways. Thus even
the lighting planning can be used to make a shop into a brand.
Encyclopaedia of Shopfitting and Shop Marketing:
LEDs enable the shop lighting to respond individually to daylight
LED/LED technology – A light diode (LED = Light Emitting Diode) is an
electronic semiconductor component. When power passes through the
conditions and thus to influence in a positive manner both the
diode in the form of forward current, depending on the semiconductor duration of stay and the mood of the customers. Even white light
material and the abatement it will emit light in the form of infra-red radia- can be “tuned”. “Tunable white” technologies permit an adap-
tion (infra-red light diode) or ultra-violet radiation according to the wave-
length. Unlike light bulbs, light diodes do not emit thermal energy. They
tation from warm white to cool while. Finally, reference should
emit virtually monochrome light within a restricted range of the spectrum. be made to the flat and compact construction which permits a
The advantages compared with ordinary light bulbs: LEDs require less variety of applications. “Particularly in the lighting accents on
energy for the same amount of luminescence; they produce less heat; are
not sensitive to shocks; require considerably reduced switch-on times;
shelves, ceilings (mainly directed light) and surfaces with a shal-
and have a longer life. low depth, LED lighting has become indispensable,” comments
Anton Gassner.

SHOP design
Trends in shop lighting
Philips
Infinitely adjustable and dimmable LED panels provide ideal illumination in the aisles in the first Green Building shopping park (Iserlohn, Germany).
The controls are sensitive to the daylight levels and switch on only as much artificial background lighting as necessary, thereby permitting additional
energy savings.
LED on the way to area lighting by Philips, precisely tailored to meet the ecological require-
ments of REWE, supplies a significant degree of energy effi-
“In the food retail sector LED lighting is frequently already being ciency in spite of the high-quality lighting. The control system
used over a wide area. The results are very promising,” reports adjusts to daylight conditions and provides additional energy
Iska Schönfeld. REWE’s Green Building shopping park in Iser- savings. It also contributes to the way that customers repeat-
lohn in Germany is a pioneer project of this kind. It is the first edly experience the food market in different moods.
food market in Germany to make 100 percent use of innovative
LED technology both inside and outside. The lighting concept In the textile retail sector, Bershka, a Spanish fashion chain
belonging to the Inditex Group, is a pioneer when it comes
to LED area lighting. It claims a 30 percent energy saving
Advantages and development potential of LED compared with the previous solution. The lighting solution by
at a glance: Zumtobel provides measurable support for the global sustain-
ability strategy of Inditex. In addition to energy efficiency it
Advantages Development potential was also the adjustable lighting moods which supported the
use of LED lighting. An environmentally-friendly lighting solu-
Almost free of UV radiation and Colour brilliance could still be
infra-red components > improved in some cases tion was also called for in the case of the Levi’s Green Store in
no bleaching or yellowing of the
products Paris. The lighting system, with a main focus on LEDs, adapts
flexibly to the changing conditions over the course of the day
Very long life (50,000 h) compared Life is strongly dependent on
with metal halide lamps (12,000 h) temperature of surroundings and and thus reduces energy consumption.
> low maintenance costs operations
Maintenance-free for many years Investment costs are still high In the hardware sector LED scores above all with the low
levels of heat emission referred to above. In addition to the
Low heat emission > heat load in Colour reproduction (light yield) is
shops is reduced not reliably guaranteed by all LEDs reduced generation of heat in the sales area, this also pro-
tects the products. Swisscom, the leading telecommunica-
Infinitely dimmable from 0 to 100 % Performance statistics of the
various manufacturers are difficult tions provider in Switzerland, uses a sustainable LED lighting
to compare with each other concept in the latest generation of stores. In the pilot shop in
(lack of norms)
the Emmen Center (Central Switzerland) an LED solution was
Compact, small design installed which blends in with the new furnishings and per-
mits an accentuated presentation of the high-technology

SHOP design
Zumtobel
As in the pilot project in Barcelona, in the Bershka Shop in Frankfurt LEDs were employed throughout the entire area. Here the lighting control was used
primarily to distinguish clearly between the various product ranges: white light for the general lighting in the women’s section and dark basic lighting and
focused light highlighting the products in the men’s department.
products. Since there are virtually no restrictions to the form retail sector who took part in the survey aim to increase
in the case of LED fittings, there were no obstacles to the investment in the interests of saving money in the field of light-
installation of a design-oriented room lighting scheme. Small, ing (see Table below).
elegant LED lights arranged in the form of strip spotlights
and four special LED hanging lights fit in ideally with the new What the future will bring
design concept of the shop.
Experts agree that LEDs will gradually oust less efficient tech-
Cost-effectiveness in focus nologies and will become even more efficient in use. Schön-
feld comments: “As in the case of many other innovative
LED technology is an important component in the sustainabil- technologies in the past, it can be some time before general
ity strategy of many companies. However, the relatively high acceptance is reached. After that things tend to move very
costs associated with a changeover to LED technology remain
a hurdle for many. “Today, shop lighting with LEDs still costs
considerably more than a conventional lighting solution,” is Lighting in sports, shoe and textile retail –
how Iska Schönfeld explains the current cost situation. On the measures for energy optimisation:
other hand there is – depending on the application – an energy
saving of up to 50 %. Max Wöss also sees the current higher Use of energy-efficient lamps 91%
acquisition costs as being at least a psychological hurdle pre- Reduction of wattage 73 %
venting comprehensive implementation at the present time. LEDs (exterior and advertising lighting) 73 %
The average amortisation periods for investments in LED lie Adaptation to requirements 73 %
in the region of three to four years. Two years would be ideal
Adjustment to daylight levels 55 %
for the retail sector. Valuable unpaid advertising on behalf of
Reduced number of lights 45 %
LED is found in the rising energy prices, which make the new
Other uses of LEDs 45 %
technology an increasingly logical and attractive choice. That
Central external control 27 %
is also demonstrated by the EHI study “Energy management
“Intelligent” regulation 18 %
in the retail sector 2011”. In addition to air-conditioning, light-
Dispensation with certain lighting
ing is the biggest factor when it comes to energy costs. This sources 18 %
explains why the willingness to invest is largest in this field.

Source: EHI Retail Institute 2011
93 percent of all retailers from the sports, shoe and textile

SHOP design
Kristen Pelou
Kristen Pelou
Energy-saving light highlights in the Levi’s Green Store in Paris: a daylight sensor in the shop window dims the lighting accents depending on the weather
conditions. In the sales space four square lighting fields suspended from the ceiling contribute to the pleasant background lighting. The technology was
supplied by Zumtobel.
quickly.” Anton Gassner of Umdasch Shopfitting hopes that in

future the industry will move towards improved comparability
with regard to the relevant key performance figures for light-
ing. He sees the trend in the LED sector clearly moving in the
direction of a reduction of power consumption for the same
amount of light yield (lumens per Watt = lm/W). The theoreti-
cal maximum of an LED lies at 220 lm/W, while the maximum
for modern halide metal lamps is approx. 130 lm/W.
The performance efficiency of LEDs has not yet been exploit-

ed to the maximum, but the next innovation is already on the
horizon: the OLED (organic light emitting diode). The organic
Philips
background lighting consists of ultra-thin semiconductor lay-

ers and emits soft diffuse light. Thanks to its low heat emis- The use of modern LED technology meant that there was overall freedom as
regards the design in the Swisscom pilot store (Emmenbrücke, Switzerland).
sion and high degree of flexibility as regards form, completely Warm white light, which is infinitely dimmable via design hanging lights,
new fields of application will be possible. OLEDs are suitable provides eye-catching product presentation in the middle of the store.
not only for being built into furniture but also for architectural
presentations, for example as a transparent layer on windows
and walls. Lighting designers are currently very excited about The SHOP aktuell experts in the field of LED:
the properties of OLEDs.
Prof. Iska Schönfeld Mag. Max Wöss Ing. Anton Gassner

Philips Lighting Zumtobel Umdasch Shopfitting

SHOps & shopping Text
Buenos Aires Tanja Matuolis
The 1990s saw the start of the revitalisation of the Puerto Madero port district, which was sadly dilapidated at the time. Today modern skyscrapers and
red-brick houses determine the “face” of this trendy district. The “Puente de la Mujer” footbridge by Santiago Calatrava is the main landmark of this
new city district.
Bienvenidos in South
America’s Trend Metropolis
Buenos Aires is often described as the Paris of South America, but the city’s Latin-American soul is (fortunately)
undeniable. Its unique charm lies in its contrasts. It is a historic city which can be modern, loud, chaotic,
cosmopolitan, casual or hip – and often all of those at the same time. What is certain, however, is the fact that for
some time now Buenos Aires has enjoyed a reputation beyond the boundaries of South America as a hot spot
as regards shopping. We shall therefore take a stroll through “La Capital” in order to take a closer look at the
shopping scene and its highlights.
Patriotism is writ large here. Since the great crisis of 2001 in 2009 on the outskirts of town. Behind the impressive glass
Argentina has experienced a huge boom and in particular the façade lie 77,000 m² of sales area. The colour orange is used
fashion scene in Buenos Aires has increasingly developed into to provide accents from the lift shaft to the toilets, which are
an international hot spot. Although increasing numbers of for- even available in small sizes for children. The Nike stores are
eign firms are establishing a base here, it is primarily the South particularly eye-catching, with their grey tiled walls, aged dark
American brands which have secured for themselves the plac- wooden floors and ceiling lights which recall an old sports hall.
es at the top of the tree. Among the most famous are the The fashion label Akiabara, for example, relies on understated
Chilean department store Falabella; the electronics elegance in its shops. Exclusive parquet flooring and
giant Fravega; the traditional polo and leather stucco ceilings combined with selected Baroque
goods shops La Martina and Cardon; and of furnishings lend the shop an aristocratic air.
course the fashion brands: Etiqueta negra,
Akiabara, Rapsodia, Ona Saez, Maria Cher, Quantity rather than quality, by contrast, is the
Jasmin Chebar, Clona, Prüne, and Ayres – rule in the busiest shopping streets, the Florida
to name only the most famous ones. It is pedestrian zone and the bustling Avenida Santa
interesting that most of these brands have Fe. The colourful mixture of brand shops, small
established themselves mainly in the big cheap shops, fast-food restaurants and kiosks
shopping centres in order to guarantee a suita- will rapidly lead to a feeling of sensory overload.
ble setting for their presentation. One such is the Fortunately there are a number of excellent poten-
DOT Shopping Centre, for example, which opened tial refuges to retreat to. Firstly, there is the luxurious

SHOps & shopping
Buenos Aires
The new DOT shopping centre and the venerable halls of the Galerias Pacifico represent two contrasting faces of the city. Modernity and tradition can
be seen on all sides, not only in the urban architecture but also in the shopping districts, where they are also frequently combined in the shop design.
Galerias Pacifico shopping centre (Calle Florida), in which top Ralph Lauren has chosen as a location one of the loveliest
national and international brands stand side by side. With their villas in Avenida Alevar, with an impressive mosaic and glass
twelve vast frescoes, the Galerias look like a cathedral of shop- ceiling. Matching the style of the district is the exclusive Patio
ping. Apart from the exclusive shopping addresses you will also Bullrich shopping centre. The neo-classical architecture of the
find here the art gallery Centro Cultural Borges. By contrast, city palais has been preserved. Under the decorative iron strut-
the book shop El Ateneo Grand Splendid on Avenida Santa Fe ting you will find today countless international top brands like
is an oasis of calm amid all the hustle and bustle. Since 2000 Salvatore Ferragamo, Christian Lacroix, Cacharel and Carolina
it has been located in the former theatre building from 1919. Herrera. Directly next door to the “Cementario de Recoleta”,
Bookshelves now fill the magnificent auditorium where theatre- which was designed in the style of the famous Père Lachaise
goers once sat to watch plays. In the former boxes you can cemetery in Paris, lies the Recoleta Mall. Originally dating from
now find a cosy corner to browse. The café on the stage also the 1990s, it was renovated and extended during the autumn of
invites visitors to take a break. El Ateneo combines shopping 2011. A modern steel-and-glass construction frames the open
with historical flair. entrance area. Inside, dark ceilings, screens and illuminated
surfaces lend the shopping centre a futuristic atmosphere.
Recoleta – the rendezvous of the rich and famous
Palermo Soho – as hip as its role model in New York
The stores of the top brands like Hermès, Louis Vuitton, Cartier,
Fendi, Escada and Armani have set up shop in the elegant The district surrounding the Plaza Serrano and Plaza Armenia
French townhouses in the quiet, exclusive district of Recoleta. was once famous for its good, cheap car workshops. But

SHOps & shopping
Buenos Aires
Ayres
2 Tramando
Ayres is one of the leading brands for women’s fashion in Argentina. It is fun to “hang out” in the little shop of Argentinian designer
The extravagant store in Palermo Soho is impressive for its futuristic Martin Churba. The maestro regularly permits visitors to gain an
shop architecture and unusual lighting moods. insight into his work.
about ten years ago artists, bohemians and young designers In the new shop of design genius Martin Churba you will feel
discovered the charm of the area. It is characterised by tradi- you are caught in a spider’s web. An interwoven structure
tional houses from the colonial era, cobbled streets and old of white poles surrounds the designer pieces; it looks espe-
trees. Since then Palermo Soho has become a trendy address cially impressive at night. In the Tramando Laboratorio Churba
for fashion, design and gastronomy in Buenos Aires. It is like does not only present his fashions; he uses it as a public work-
a village within the city, where customers are greeted in every space, where he allows interested visitors to participate in his
shop by a friendly “Hola, como andas?” Here, away from the creative work.
usual traffic noise, you can stroll for hours, constantly discov-
ering something new, from the familiar brands which put on a The brand label Kosiuko created a “Third Place” par excel-
particularly good show in Palermo Soho to young Argentinian lence with Casa Chic. The concept links the homeware
designers and new, unconventional concepts. store on the ground floor with a welcoming bed & break-
fast hotel on the upper floors. The style is characterised by
Between the traditional establishments, the flagship store of rustic chic with a black panelled façade, rustic wooden
Ayres certainly stands out. The architects Dieguez & Fridman floors, dark furniture and exposed brick walls. This type of
designed for the fashion label a modern space of intercon-
Pale rmo Soh

necting levels, linked by steps and diagonal ramps. The store
o
design aims to convey the impression of perpetual motion.
A labyrinth of mirrors and lights conceals the changing rooms.
AV. CORDOB
This provides a completely new take on trying on clothes. The A
rustic lounge provides a complete contrast of styles; it is most-

ly used by waiting gentlemen who are glad of a rest.
Aire s
4 5
Bue nos 2 3
C it y 1
LA BOCA
SAN
TELMO
PALERMO PALERMO
BARRIO PALERMO HOLLYWOOD
PUERTO DOWNTOWN
NORTE SOHO
MADERO
RECOLETA PALERMO LAS CANITAS
CHICO
AV. SANTAFE
Palermo So
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developed after its N
over the la ew York ro
scene in B st le model –
uenos Aire decade into the hot ha
share the s. Famous spot of the s
district with national an shopping
little design d internat
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s. ds

SHOps & shopping
Buenos Aires
3
Nike Garçon Garcia
5
In Buenos Aires Nike has chosen “gym atmosphere” with a retro accent.
Naima
In the store of the young designer label Naima, the exclusive fashions are Like many others, the men’s fashion brand Garçon Garcia decided on
prominently displayed singly, hanging from the ceiling. “rustic chic” for its shop design in Palermo Soho. As in a well-stocked
library the goods are tastefully presented and stored.
shop design is currently very fashionable in Palermo Soho. Variety is the spice of life
Etiqueta negra, Nike and Loft Designed by adopt a similar
approach. The guest can even take home the cosy atmosphere A tour of the city shows that Buenos Aires is a mixture of history
of the hotel in the form of products from the company’s own and tradition, both chaotically Latin-American and cosmopoli-
homeware line. The range of Casa Chic products includes tan and modern. This applies not only to the architecture but
bedlinen, towels, tableware, a wide variety of decorative arti- also to its shopping scene. It is above all this unpredictability,
cles and soaps. the insouciance and joie-de-vivre radiated by the city and its
citizens that make Buenos Aires a unique shopping metropolis.
The concept store Kabinett was inspired by the idea of Marcel Especially for those who find the striving for “bigger and taller”
Duchamp’s “Portable Museum”. The shop, decorated in mini- too much, Palermo Soho offers an alternative which could even
malist white, aims to provide a stage for established designers serve as an example for city planners. It is to be hoped that the
and rising talents. Behind the eye-catching bright yellow façade boom will continue and that the Porteños will not allow the high
you will find a curator’s selection of design objects, books, rate of inflation and the government’s restrictive financial policy
music, fashion and technology. to spoil their good humour.
Equally eye-catching, both inside and out, is the shop of Infinit

Eyewear. Photo collages of John Lennon and Mahatma Gandhi
adorn the façade of the store – entirely composed of photos
of spectacles – and inside the white walls are decorated with
black-and-white photos of famous people wearing glasses.
The trendy spectacles themselves are presented on plain white
shelves. The brand has also recently launched watches and
headphones. The latter is highly appropriate, because on the
website you can listen to the company’s own Infinit Radio.

Shop Events
Equipmag in Kühne, Hochreuthener,

Paris Mikunda beim Retailforum
Umdasch Shopfitting will be par- Switzerland at the Retailforum
ticipating as an exhibitor at the French
shopfitting fair Equipmag in Paris from Switzerland
11-13 September 2012. The company will
be presenting its service modules and Das 2. Retailforum Switzerland, das
shop systems. A total of 450 exhibitors am 8. November 2012 im Radisson Blue
will be present in the exhibition halls at Hotel am Zürich-Airport stattfindet, hat
the Porte de Versailles; 20,000 visitors einige hochkarätige Referenten im Pro-
are expected to attend. An interesting gramm. So werden Dr. Martina Küh-
congress programme will be presented, ne (GDI), Thomas Hochreuthener (GfK
with multi-channel retailing as an impor- Switzerland) und Dr. Christian Mikunda
tant topic. Further information: www. (CommEnt Wien) ans Podium treten.
equipmag.com. Durch weitere Referate, den „Tenants
Panel“ und den „Landlord Panels“, sol-
len den Teilnehmern weitere Aspekte
und Chancen des Schweizer Detailhan-
dels vermittelt werden. Moderiert wird
die Veranstaltung von Stephan Klapproth,
dem „10vor10-Frontman“ des Schweizer Thomas Hochreuthener ist einer der Key Note
Speaker beim Retailforum Switzerland am
Fernsehens. Zusätzliche Informationen: 8. November. Thomas Hochreuthener is one of
www.retailforum.ch. the keynote speakers at the Retailforum
Switzerland on 8 November.
The Second Retailforum Switzerland,

which will be held on 8 November 2012 in the “Landlord Panel”, participants will
the Radisson Blu Hotel at Zurich Airport, gain an understanding of further aspects
will be including a number of prestig- and opportunities in the Swiss detail retail
ious lecturers in its programme. Among scene. The event will be introduced by
those taking the stage will be Dr. Mar- Stephan Klapproth, the “10 vor 10” front
tina Kühne (GDI), Thomas Hochreuthen- man of Swiss television. Additional infor-
Pierre Marquette, the Managing Director of er (GfK Switzerland) and Dr. Christian mation: www.retailforum.ch.
Umdasch Shopfitting France, looks forward to
many interesting conversations during the
Mikunda (CommE nt Vienna). Through
Equipmag. more lectures, the “Tenants Panel” and
Shop Academy Forums: London, Hamburg,

Bolzano, Aarau, Vienna, Verona
The Umdasch Shop Academy has firmly rooted in the retail scene, will speak
already welcomed over 600 visitors on the subject of “Countering the Retail
this year to the evening forums in Lon- Crisis with Innovation” (The lecture will be
don (Lecturer Greg Stobbs), Hamburg in Italian). Participants can look forward
(Dr. Christian Mikunda), Bolzano (Irmgard to some interesting ideas. The date of the
Heyd), Aarau (Dr. Hans-Georg Häusel) first Forum in 2013 has also been fixed. It
and Vienna (Bernd Reutemann). An archi- will be held on 28 February in London and
tecture and design forum was “attached” will once more take place in the elegant
during the afternoon to the forums in setting of the residence of the Austrian
Hamburg and in Vienna. This concept ambassador.
was very well received and is therefore
to be continued at selected locations.
Still to come, on 14 November, is the

Umdasch Shop Academy Forum in Vero-
At the Forum in Vienna, Bernd Reutemann sparked
na. Fabrizio Valente of Kiki Lab Brescia, off a pyrotechnic display of ideas on the subject of
a partner in the Ebeltoft Group which is service culture.

Shop Events
Genuss in Wien: Premiere EuroCIS scores

am 5./6. Oktober Gourmet with multi-chan-
pleasures in Vienna: Première nel approach
on 5-6 October The EuroCIS 2012 has convincingly
confirmed its position as the leading
In Zusammenarbeit mit CommEnt und In cooperation with CommEnt and specialist fair for retail technology. 6,400
Assmann Ladenbau hat die Umdasch Assmann Ladenbau, the Umdasch Shop visitors travelled to Düsseldorf between
Shop Academy erstmals eine eigene Academy has developed for the first time 28 February and 1 March 2012, more than
Version der begehrten Shop-Expedition a special version of the popular shop
Dr. Kai Hudetz, who
„Laden-Dramaturgie LIVE!“ speziell für den expedition “Laden-Dramaturgie LIVE!” also works for the
Food-Bereich konzipiert. Die Premiere geht (Shop Dramaturgy LIVE!) for the food Umdasch Shop
Academy, devised
am 5. und 6. Oktober 2012 in der öster- sector. The première will be presented on and introduced the
reichischen Bundeshauptstadt über die 5-6 October 2012 in the Austrian capital well-attended
Multi-Channel Forum
Bühne und nennt sich deshalb „Genuss and is therefore entitled “Genuss in Wien” to mark the EuroCIS.
in Wien“. Nach dem Theorie-Unterricht (Gourmet Pleasures in Vienna). Follow-
im stimmig zum Thema passenden Hotel ing the theoretical study session in the
Der Billa Corso im

Herrnhuterhaus ist eines der
Besichtigungsobjekte beim
„Laden-Dramaturgie“-Special ever before. The fair profited not least
„Genuss in Wien“.
from the expansion of the topics on offer
The Billa Corso in the
Herrnhuterhaus is one of the in the field of multi-channel and e-com-
locations to be visited during merce. The accompanying congress on
the “Laden-Dramaturgie”
special event “Genuss in this hot topic was especially well received.
Wien”. The next EuroCIS will be held from 19-21
February 2013; in 2014 it will once more
take place within the framework of the
Hotel Vienna Hollmann EuroShop (16-20 February 2014).
Beletage, where the
atmosphere matches
Encyclopaedia
the subject, Denise
and Christian Mikunda
of Shopfitting
Vienna Hollmann Beletage werden Denise will lead participants through their home
und Christian Mikunda die Teilnehmer town, which is considered to be a bastion
durch ihre Heimatstadt führen, gilt sie doch
als Hochburg des Genusses, des guten
of pleasure and good food and drink. The
tour programme includes well-presented as eBook
Essens und Trinkens. Am Besichtigungs- supermarkets, restaurants, hotels, conve-
programm stehen exzellent inszenierte nience stores, delicatessen shops, mar- Also available as
an eBook from
Supermärkte, Restaurants, Hotels, Con- kets, bars and last but not least a luxury autumn 2012:
venience Stores, Delikatessengeschäfte, sausage stand. Further information can The Ladenbau-
und Laden-
Märkte, Bars und nicht zuletzt ein Luxus- be obtained from www.umdasch-shop- Marketing-
Würstelstand. Weitere Informationen dazu academy.com or by telephone under (+43) Lexikon.
gibt es unter www.umdasch-shop-aca- 7472-605-2328 (Ms Käfer) or (+43) 3542-
demy.com sowie telefonisch unter (+43) 700-221 (Ms Koller).
7472-605-2328 (Frau Käfer) oder (+43)
3542-700-221 (Frau Koller). The shop expedition “Laden-Drama-
turgie LIVE!” (Shop Dramaturgy LIVE!), From autumn 2012, the Ladenbau- und
Bereits restlos ausgebucht ist die which will be travelling to New York from Laden-Marketing-Lexikon (Encyclopae-
Shop-Expedition „Laden-Dramaturgie 27- 29 September 2012, is already fully dia of Shopfitting and Shop Marketing)
LIVE!“, die vom 27. bis 29. 9. 2012 nach booked. Four of the 25 external par- published by Callwey and the Umdasch
New York führt. Für die globale Shop- ticipants places are still available for the Shop Academy will also be available as an
Expedition „In 18 Tagen um die Welt“ – global shop expedition “In 18 Tagen um eBook. Further information: www.callwey.
ebenfalls mit Dr. Christian Mikunda – vom die Welt” (Around the World in 18 Days) – de. SHOP aktuell readers can order the
5. bis 24. April 2013 stehen noch 4 der 25 also with Dr. Christian Mikunda – from printed version of the encyclopaedia for the
externen Teilnahmeplätze zur Verfügung. 5-24 April 2013. If you are interested, special price of € 35.00 (plus VAT, post-
Bitte fordern Sie bei Interesse die aktuel- please request the latest information. age and packing). Orders may be placed
len Unterlagen an. by contacting shop.aktuell@umdasch.com.

Bücher Books
Kalender calendar
Neue Bücher New Books (German editions)

IRIS SKOWRONEK ANNE M. SCHÜLLER
101 PRAXISTIPPS FÜR MEHR TOUCH POINTS
ERFOLG IM EINZELHANDEL Ob ein Kunde kauft, entscheidet sich an den Touch-
„Hilfe zur Selbsthilfe“ bietet der Ratgeber von Iris points eines Unternehmens. In den letzten Jahren
Skowronek all jenen, die sich im Einzelhandel neu ist eine Fülle solcher Punkte, an denen der Kunde
positionieren oder Geschäftsprozesse optimieren mit Produkt, Mitarbeiter oder Marke in Berührung
wollen. Sei es im Management, bei der Ladenpla- kommt, entstanden. Das Social Web hat diese Ent-
nung, im Marketing oder im Bereich der Logistik – wicklung zusätzlich begünstigt. Anne M. Schüller
die Autorin liefert konkrete Tipps, die ohne großen beantwortet in ihrem Buch, wie Offline- und Online-
finanziellen Aufwand leicht umsetzbar sind. Touchpoints verknüpft werden können, um Kunden
Deutscher Fachverlag, Frankfurt am Main zu Promotoren und Fans zu machen.
2012, 2 Bände, 370 Seiten Gabal Verlag, Offenbach, 2012
ISBN 978-38841-255-2 351 Seiten
89 € (D) ISBN 978-3-86936-330-1
29 €
NIKLAS MAHRDT, MICHAEL HACKE ULRICH EGGERT

AUFBAU EINES ZUKUNFT HANDEL
FASHION-ONLINE-SHOPS Techno-Discount, Multi Channel-Vertrieb, Smart
Angesichts deutlich steigender Umsätze im Online- Shopper – wie sieht die Zukunft des Handels aus?
Modehandel sind stationäre Händler häufig mit der Welche Trends bestimmen das Geschäft von mor-
Frage, ob ein eigener Online-Shop sinnvoll ist, kon- gen und worauf ist beim Markenmanagement in Zu-
frontiert. Eine Antwort erfordert eine fundierte Ana- kunft zu achten? Die Trend-Bibel „Zukunft Handel“
lyse aller notwendigen Voraussetzungen und Res- beschreibt die maßgeblichen Entwicklungen in der
sourcen sowie eine sorgfältige Planung. Hilfestel- Handelslandschaft. Ulrich Eggert liefert Denkanstö-
lung hierbei bietet die neue Fachdokumentation. ße und zeigt, was Unternehmen und Produzenten
Die knapp 100 Seiten erklären Punkt für Punkt den über die rasanten Veränderungen im Handel wissen
Aufbau eines Online-Shops. sollten.
BTE – Bundesverband Textileinzelhandel, Köln Walhalla Fachverlag, Regensburg
2012, 88 Seiten 2011, 231 Seiten
ISBN 978-3-86340-043-9 ISBN 978-3-8029-3855-9
48,15 € (Preis für Nicht-EHV-Mitglieder) 29 € (D), 49,60 SFR (CH)
Event-Kalender Calendar of events*

Date Location Event Type Information
5. – 7. 9. 2012 Chicago International Retail Design Conference Retail Design www.irdconline.com
11. – 12. 9. 2012 Köln EHI Marketing Forum 2012 Marketing-Konferenz www.ehi.org
11. – 13. 9. 2102 Paris Equipmag Foire aménagement de magasin www.equipmag.com
13. 9. 2012 Bozen Visual Merchandising für Praktiker (Mode) Eintagesseminar, Mag. Ardnt Traindl www.umdasch-shopfitting.com
13. 9. 2012 Frankfurt/Main Textillogistik Kongress 2012 Logistik-Kongress www.textilwirtschaft.de
14. 9. 2012 Berlin 37. Internationale Fachtagung für VM-Konferenz www.vmm.eu
Visuelles Marketing
18. 9. 2012 Amstetten Visual Merchandising für Praktiker (Schuhe) Eintagesseminar, Marlies Nihuis www.umdasch-shopfitting.com
18. 9. 2012 Paris Stor(y) Branding Séminaire d‘un jour, Andrea Semprini www.umdasch-shopfitting.com
18. – 19. 9. 2012 Düsseldorf EHI Retail Design Konferenz Shop Design-Kongress www.ehi.org
19. – 21. 9. 2012 London World Retail Congress 2012 Retail-Congress www.worldretailcongress.com
20. – 21. 9. 2012 Berlin German Council Congress Shopping Center-Kongress www.gcsc.de
25. 9. 2012 Amstetten Bausteine für die erfolgreiche Ladengestaltung Eintagesseminar, div. Referenten www.umdasch-shopfitting.com
25. – 26. 9. 2012 Köln EHI Preisemanagement-Kongress Handelskongress www.ehi.org
25. – 26. 9. 2012 London Retail Week Technology Summit Retail Technology Event www.retailtechsummit.com
27. – 29. 9. 2012 New York Laden-Dramaturige LIVE! Shop-Expedition, Dr. Christian Mikunda www.umdasch-shopfitting.com
5. – 6. 10. 2012 Wien Ladendramaturgie LIVE! Food-Special Shop-Expedition, Dr. Christian Mikunda www.umdasch-shopfitting.com
„Genuss in Wien“
10. – 11. 10. 2012 Mumbai India Retail Forum Retail Forum www.indiaretailforum.in
11. – 13. 10. 2012 Alpbach Die Kunst der Inszenierung III Int. Handelsforum, div. Referenten www.umdasch-shopfitting.com
16. – 17. 10. 2012 Köln Energiemanagement im Einzelhandel Energie-Kongress www.energiekongress.com
23. 10. 2012 Neidenstein Bausteine für die erfolgreiche Ladengestaltung Eintagesseminar, div. Referenten www.umdasch-shopfitting.com

Bücher Books
Kalender calendar
(German/English editions)
MATTHIAS SPANKE, SONJA LÖBBEL HANNES PACHLER, REINHARD UHL,
REINHARD WINIWARTER
ERFOLGREICHES
VISUAL MERCHANDISING A RETAILER’S GUIDE TO
Visual Merchandising hat in der modernen Kommu- COMMERCIAL LEASE IN AUSTRIA
nikation einen zentralen Stellenwert. Gut genutzt, The retail sector in Austria is, like everywhere else,
nimmt es die Funktion eines Kompasses ein, der riddled with peculiarities and pitfalls. Those who
durch die Markenwelt des Point of Sale führt. Die wish to succeed on the market will need to evaluate
beiden Autoren, Matthias Spanke und Sonja Löb- it carefully, face the local challenges and acquire the
bel, schufen mit ihrem Buch eine Guideline für er- necessary expert knowledge. This bilingual guide
folgreiches Visual Merchandising. explains in detail about the Austrian law of tenancy
Deutscher Fachverlag, Frankfurt am Main and provides an introduction to the Austrian shop-
2012, 187 Seiten ping centre market.
ISBN 978-3-86641-257-6 MANZ‘sche, Vienna
78 € (D) 2012, 168 pages, German/English
ISBN 978-3-214-00677-8
€ 32 (A)
PETER W. ENGMANN, AXEL AUGUSTIN
STATISTIK REPORT
SCHUHE 2011 GRUPPE NYMPHENBURG,
Wer in der Schuh- und Lederwaren-Branche er- FABRIZIO VALENTE
folgreich sein will, sollte die Lage und Entwicklung
des Marktes stets im Auge haben. Hilfreich ist hier
RETAIL INNOVATIONS 7
der Statistik Report Schuhe. Er beschäftigt sich auf In “Retail Innovations 7” the reader is offered a
knapp 100 Seiten mit den Rahmenbedingungen und handy but comprehensive overview of all current
Marktvolumina der Schuhbranche, dem Verbrau- and fundamental trends in the retail sector. High-
cherverhalten im Sortiment Schuhe sowie mit Im- lights of this year’s edition are 25 portraits of in-
port- und Export-Statistiken. Der Anhang zum The- novative retailers and manufacturers from various
ma Lederwaren rundet das Werk ab. sectors. The report therefore also provides plenty
BDSE - Bundesverband Schuheinzelhandel, Köln of inspiration.
2011, 100 Seiten Ebeltoft Group / Gruppe Nymphenburg, Munich
ISBN 978-3-86340-033-0 2012, 142 pages, English
159,43 € (Preis für nicht EHV-Mitglieder) Token charge € 10
Date Location Event Type Information

24. 10. 2012 Amstetten Die Visual Merchandising-Strategie der Eintagesseminar, Rosie Hutner www.umdasch-shopfitting.com
Zukunft
24. 10. 2012 Oberentfelden Visual Merchandising für Praktiker (Schuhe) Eintagesseminar, Marlies Nihuis www.umdasch-shopfitting.com
24. 10. 2012 Wien ACSC-Kongress „Handel Himmel Hölle” Shopping Center Kongress www.acsc.at
25. – 27. 10. 2012 Frankfurt/Main viscom Fachmesse für visuelle Kommunikation www.viscom-messe.com
30. – 31. 10. 2012 London Retail Week Ecommerce Summit Multi Channel Event www.ecommercesummit.com
31. 10. 2012 Oberentfelden Die Visual Merchandising-Strategie der Zukunft Eintagesseminar, Rosie Hutner www.umdasch-shopfitting.com
6. 11. 2012 Amstetten Visual Merchandising für Praktiker (Mode) Eintagesseminar, Irmgard Heyd www.umdasch-shopfitting.com
8. 11. 2012 Neidenstein Store Branding Excellence Eintagesseminar, Arndt Traindl www.umdasch-shopfitting.com
8. 11. 2012 Zürich Retail Forum Switzerland 2012 Handels-Kongress www.retailforum.ch
14. 11. 2012 Verona Shop Academy Forum forum commerciale, Fabrizio Valente www.umdasch-shopfitting.com
14. – 16. 11. 2012 Cannes Mapic International retail real estate www.mapic.com
conference
14. – 16. 11. 2012 London Channel Management Multi Channel Conference sumreenr@marcusevansuk.com
15. 11. 2012 Neidenstein Visual Merchandising für Praktiker (Schuhe) Eintagesseminar, Marlies Nihuis www.umdasch-shopfitting.com
20. 11. 2012 Amstetten Visual Merchandising für Praktiker (Hartware) Eintagesseminar, Antje Kleine-Berkenbusch www.umdasch-shopfitting.com
5. – 7. 12. 2012 New York Retail Design Collective Visual Merchandising Event www.retaildesigncollective.com
19. – 21. 2. 2013 Düsseldorf EuroCIS Retail Technology Trade Fair www.eurocis.com
28. 2. 2013 London Umdasch Shop Academy Forum Trading platform www.umdasch-shopfitting.com
5. – 24. 4. 2013 Weltreise In 18 Tagen um die Welt Shop-Expedition Dr. Christian Mikunda www.umdasch-shopfitting.com
9. – 11. 4. 2013 Genf Passenger Terminal Expo Airport-Event www.passengerterminal-expo.com
16. – 20. 2. 2014 Düsseldorf EuroShop Global Trade Fair www.euroshop.com
* The event information is supplied in the language of the event.

11.– 13. 10. 2012
Alpbach
TYrol
A l p b ac h i n t e r n at i o n a l r e ta i l f o r u m
The retail event of the year 2012 in the

heart of the mountains of Tyrol:
The Alpbach International Retail Forum
STAGECRAFT IN RETAILING III.
Starring Peter Paul Polte Peter Sloterdijk Karl-Heinz Müller

Ibrahim Ibrahim Thomas Lipke Max Hollein Father Karl Wallner
Nike Wagner Jörg Knör David Chipperfield
A Top Event Information Locations Simultaneous

BY Umdasch Ticket-Hotline Translation
Congress Centrum Alpbach,
Shop Academy Romantikhotel Böglerhof,
Sonja.Scheidl@umdasch.com English/German,
Alpbacherhof,
Evelyn.Koessler@umdasch.com German/English
Hotel Post,
T +43 (0)7472 605 1957
Congress Innsbruck,
www.umdasch-shop-
academy.com
Innsbrucker Nordkettenbahn, Powered by
Alpenlounge Seegrube etc. Zumtobel, Manstein Verlag,
www.umdasch-shopfitting.com
SHOP aktuell
Tickets: € 990 to € 1,320
www.umdasch-shop-academy.com
Germany Switzerland Great britain United arab

Umdasch Shopfitting GmbH Umdasch Shopfitting AG Umdasch Shopfitting Ltd. emirates
D-74933 Neidenstein CH-5036 Oberentfelden GB-0X41LF Oxford Umdasch Shopfitting L.L.C
Josef-Umdasch-Straße 5–7 Suhrerstrasse 57 54 Marston Street UAE-Dubai, PO Box 182774
T +49 (0)7263 401-0 T +41 (0)62 7372525 T +44 (0)1865 207800 T +971 (0)4 3417715
F +49 (0)7263 401-147 F +41 (0)62 7372550 F +44 (0)1865 207801 F +971 (0)4 3417716
usfd@umdasch.com usfch@umdasch.com usfuk@umdasch.com usfme@umdasch.com
Austria
Umdasch Shopfitting GmbH Franz Jonas GmbH & Co. KG Italy Ireland France
A-3300 Amstetten D-46140 Oberhausen Umdasch Shopfitting S.r.l. Umdasch Shopfitting Ltd. Umdasch Shopfitting SAS
Josef Umdasch Platz 1 Lessingstraße 18 I-39055 Pineta di Laives (BZ) IRL-County Louth, Drogheda F-91160 Champlan
T +43 (0)7472 605-0 T +49 (0)208 6218-0 Zona Produttiva Vurza 41 Monasterboice 7 Rue du Chemin Blanc
F +43 (0)7472 63487 F +49 (0)208 652768 T +39 0471 958700 T. +353 (0)1 4909941 T +33 (0)1 60491840
www.umdasch-shopfitting.com www.jonas-shop.com F +39 0471 958777 usfir@umdasch.com F +33 (0)1 60491841
usfa@umdasch.com info@jonas-shop.com usfi@umdasch.com usff@umdasch.com
Umdasch Shopfitting 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, Leibnitz. Germany: Hamburg, Oberhausen, Bamberg. Switzerland: Münsingen (Berne), Renens (Lausanne). Italy: Parma, Milan. Norway: Oslo, Sandnes/
Stavanger. Slovenia: Zgornja Polskava. Croatia: Zagreb. Poland: Warsaw. Russia: Moscow. And wherever else your business takes you!
www.umdasch-shopfitting.com www.assmann-ladenbau.com

Alpbach Retail Forum 11-13 October 2012: Karl-Heinz Müller

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The International Magazine for

Alpbach Retail Forum 11-13 October 2012

SHOP AKTUELL TOPIC

SHOPS & SHOPPING

SHOP aktuell 112 umdasch shopfitting 3

Cross Channel Umdasch Successes in the

4 umdasch shopfitting SHOP aktuell 112

Umdasch strengthens its www.umdasch-

dlv annual conference

SHOP aktuell 112 umdasch shopfitting 5

6 umdasch shopfitting SHOP aktuell 112

Star architect David Chipperfield (seen in the photo in the Neues

The International Retail Forum succeeds in an intriguing way in

How Sloterdijk, Chipperfield & Co stage their presentations

SHOP aktuell 112 umdasch shopfitting 7

Programme and lecturer portraits – STAGECRAFT

11.10. 11.10. 12.10. 12.10. 12.10.

Peter Paul Peter Karl-Heinz Ibrahim Thomas

8 umdasch shopfitting SHOP aktuell 112

IN RETAILING III, 11–13 October 2012

12.10. 12.10. 12.10. 12.10. 13.10.

Max Father Karl Nike Jörg David

SHOP aktuell 112 umdasch shopfitting 9

10 umdasch shopfitting SHOP aktuell 112

SHOP aktuell 112 umdasch shopfitting 11

The shoe retail sector in

12 umdasch shopfitting SHOP aktuell 112

A successful family-run firm. Five generations have built up a shoe shop of

They have a passion for selling shoes – as the family has

SHOP aktuell 112 umdasch shopfitting 13

such shops are disappearing

14 umdasch shopfitting SHOP aktuell 112

SHOP aktuell 112 umdasch shopfitting 15

16 umdasch shopfitting SHOP aktuell 112

SHOP aktuell 112 umdasch shopfitting 17

Integrated multi-channel communication Multi-channel and brand: companions in

Other It is difficult to quantify the figures for shoe

18 umdasch shopfitting SHOP aktuell 112

ALDO store, 309 Oxford Street, London, UK

SHOP aktuell 112 umdasch shopfitting 19

The Shop Consult professionals at Umdasch meticulously developed the new

20 umdasch shopfitting SHOP aktuell 112

The men’s department in the new branches of Street Shoes is separated

A good example of complete store branding, from the con-

SHOP aktuell 112 umdasch shopfitting 21

Der Schuhsalon der

22 umdasch shopfitting SHOP aktuell 112

SHOP aktuell 112 umdasch shopfitting 23

Schräg gestellte Ganzkörperspiegel, großzügige Sitzmöbel und attraktive,

The Shoe Salon in the

24 umdasch shopfitting SHOP aktuell 112

Mit verschiedenen gestylten Glasvitrinen werden extravagante Modelle

contrasting areas of dark oak. Branche Sector: Schuhe Shoes

SHOP aktuell 112 umdasch shopfitting 25

26 umdasch shopfitting SHOP aktuell 112

Using the NM Service iPhone

Brazilian fashion concept Memove has embedded RFID technology into

can access the customer’s pur-

SHOP aktuell 112 umdasch shopfitting 27

The interactive digital product installation

adding a layer of interaction beyond the physical environment.