NELSON x EuroShop 2020
A lot has changed in retail since the 2017 EuroShop Fair. Bringing the biggest trends in retail to one global platform, we were excited to head back to Dusseldorf this year, eager to see something new alongside 94,000+ retail professionals from 57 nations across the globe.
Showcasing innovations in food service to store design, we left EuroShop 2020 with new ideas and insights on the trends that will continue to transform the retail industry. Curious to see what topics were top of mind? Keep scrolling for 5 key takeaways from this year’s event.
[1] A New Consistency
Today, it is important for brands to create experiences that are both bold and memorable. Brand channels no longer have to look and act the same for every group, and the idea has shifted to developing environments that resonate with local consumers or niche groups. At this year’s fair, we tuned into an insightful session titled “Creativity Is the New Consistency” that explored what brands need to do to cater to this shift in economy where change is the norm and experiences come first.
[2] Digital Transformation
The growth of e-commerce and the offering of data, insights, and analytics is taking retail to an entirely new level. Retailers are investing in phygital, e-commerce, and mobile application solutions to leverage technology that drives internal optimization and creates a more vibrant customer journey.
At the 2020 show, digital price displays and stock robots were popular products, underlining how retailers all over the world are focused on efficiency. Being able to show customers real-time price updates and quick stock information not only helps customers but employees.
[3] Bold Experiences + Versatility
According to Michael Gerling, Chairman of the EuroShop Advisory Board, “The success of e-commerce is a real encouragement for retailers: they have understood they have to give their shoppers good reasons beyond the ranges to enter their stores. This competition has taken retail to the next quality level. Investment is being made in shop fitting to create customer journeys.”
By designing with experience in mind, retailers can fulfill consumers’ desires, whether that be offering a moment of discovery, the opportunity to personalize, or maybe just a moment to relax.
[4] Conscious Consuming
As society becomes more aware of carbon footprints, consumers everywhere are taking into consideration the impact of the products, services, and brands they decide to interact with. As seen at this year’s fair, retailers have recognized this movement by moving toward more sustainable practices – whether that includes utilizing sustainable design materials or investing in strategies to reduce waste. Alex Athanassoulas, CEO of STIRIXIX Group questioned this new trend while identifying rules retailers will need to follow to adapt to a more sustainable operation and gain consumer trust.
[5] Elevated Service
Alongside a strategically designed space, providing elevated service starts with empowering in-store associates with the tools needed to enhance the customer journey. For example, at Johnnie Walker’s Madrid flagship, service is king. Not only was the store interactive featuring personalization and digital moment, but employees who are trained on the brand’s product, offer insights and knowledge of what to buy and how to use it. When a store becomes a place where people can learn, the experience suddenly becomes more elevated, trustworthy, and meaningful.
Building Enclosure: NELSON Worldwide Appoints New Industrial Practice Leader
NELSON Worldwide, award-winning architecture, design, and strategy firm, welcomes Balmiki Bhattacharya as industrial practice leader. Based in Seattle, Balmiki will spearhead client solutions and integrate design programs to maximize operations and investments while also helping create a strategic, sustainable plan for the firm’s future. Read more here.
The New Trend in Office Amenities: Virtual
It may not feel like it on any given day but, eventually, COVID-19 will be an unpleasant memory. What may remain, however, is a radically different workplace, one focused on the physical and mental health of employees. Read more here.
Office Lovin’: A Tour of Two22’s New Minneapolis Office
As visitors enter the renovated lobby, they are greeted by a spacious entryway with white marble floors and constellation lit ceilings. The presence of a distinctive security reception desk centered in the second-floor skyway lobby was paramount in the design to offer a sense of safety in the building and anchored by a branding moment featuring the newly redesigned Two22 logo inscribed on a full blue and gray marble wall. Read the full article on Office Lovin’.
Architectural Digest: Ferrara Candy Company Unveils New Office by NELSON
Nelson Worldwide designed the new office spaces for the Ferrara Candy Company, which relocated to the Old Post Office building last week. Read more with Architectural Digest.
The New Must-Have Amenity: Outdoor Space
NELSON Worldwide shares the latest trends and insight on outdoor amenities with Forbes. Read more here.
LoopNet: New Uses for Vacant Retail Anchor Spaces
Both prior to and during the COVID-19 pandemic, many well-known retailers that occupied anchor spaces at the ends of malls and shopping centers made the difficult decision to close their doors permanently. Malls were hit especially hard as large department store chains (such as Sears) closed many of their locations, leaving behind empty blocks of contiguous space often totaling 100,000 square feet or more per location.
To successfully backfill these vacant or dark retail anchor spaces, owners, operators and developers of shopping centers and malls must carefully consider the demographics in the surrounding community served by the retail facility in question. To fill the vacancy, a developer must first identify the most viable economic use for the empty space.
Read the full article on LoopNet.
Hilton Unveils New Brand
Hilton has launched Tempo by Hilton, a lifestyle brand curated to serve a growing segment of “modern achievers.” NELSON Worldwide conceptualized the design. Read more here.
Officelovin’: Inside Professional Photographers of America’s New Atlanta Office
NELSON Worldwide partnered with Professional Photographers of America to transform their office in downtown Atlanta. Read more here.
Law.com: How a national architecture firm tackles remote professional development
“Apprenticeship is huge. Architecture is the meld of art and science and many schools deal with the theory and design but only scratch the surface of the technical aspects. It’s really important that education continues at work—really diving into those projects, getting the experience of how buildings go together and the role technology plays is critical.” – Graham Lockridge Post
The architecture industry, like the legal industry, relies heavily on an apprenticeship model of training and was forced during the pandemic to learn on the fly about how that experience could be approximated in a virtual setting. Read more with Law.com here.