Reclaimed wood has been a trend
for a few years now but at EuroShop
there was a movement to more
unfinished wood and cardboard.
Simple materials were used for
merchandising, signage and
furniture. This trend answers the
call for sustainable, eco-friendly
design solutions while allowing
product to take the spotlight.
The idea of reinterpreting various
materials to create something new
is fascinating. From water bottles
as a decorative element to plastic
trays used to create walls, EuroShop
upcycling had some truly innovative
results. Plus, these displays get
bonus points for sustainability.
Many fixtures and displays were
inspired by nature. The organic
shapes were unique, eye-catching and
made spaces feel relaxed and inviting.
The practice of layering materials
was evident throughout the show.
Dynamic forms were created for
signage, seating, ceiling elements
and decorative elements. This trend
is intriguing as it makes a design look
different from every angle.
Many booth walls were created with
cutouts allowing visitors to get a
sneak peek of what was inside while
still maintaining a distinctive space.
This tactic made small spaces feel
much larger and larger spaces feel
Repetition was used throughout
EuroShop to quickly create a large
visual impact. The use of a shape
to create an expected pattern was
less impactful than when repetition
was used to create rhythm, energy
While not a new design tactic, color
blocking seemed fresh at EuroShop
compared to many minimalist,
futuristic concepts. The bright colors
were particularly successful when set
off of a dark background and when
color slowly gradated from one shade
to the next.
The use of large-scale type at
EuroShop was an interesting hidden
design element. In many cases the
type was used for more than simply
conveying a message, rather it was
a booth opening, ceiling element
or fixture and if you noticed it was
saying something, the surprise was
an added delight.
IT MUST BE A
Overall, there was a disappointing
amount of digital innovation at
EuroShop. Several times we
approached a screen to touch
and interact with the display only
to find it was not a touchscreen.
Several booths used RFID chips
to enable customers to learn
more about a product. Augmented
reality was also used to encourage
For a retail concept that targets
a young, brand-aware crowd you
would expect the space to be filled
with digital; however, they took
the opposite approach and almost
removed it entirely. Instead they
opted for old-fashioned visual
merchandising delivered in clever
ways. One of the most attention
grabbing displays was presented
by Converse. In the center of their
space was a pillar clad with sneakers
hanging from their laces and covered
in graffiti. Shoppers were invited to
add their own mark and did so from
Twitter handles to small doodles.
The only really unique use of digital
was a temporary Sharingbox by
CAT Footwear, which encourages
shoppers to engage with a product,
take a “selfie” and then share their
brand experience across a range of
social media platforms.
This McDonald’s location felt
higher-end and had a look similar to
chain’s like Starbucks and Panera.
Interesting and unique elements
of the design included digital
menuboards and optional ordering
via kiosk. iPads for browsing social
media networks were free to use and
music videos and pop culture news
were playing on multiple screens.
UO always has an interesting retail
space but this location took the
experience to a whole other level.
Amsterdam has a lot of street art/
graffiti and cannabis coffee shops
and this Urban Outfitters owns its
city’s unique personality and culture.
The design invited customers to hang
out in the store rather than come in,
buy something and leave.
Contact Scott Smith at
T + 937 312 8904
M + 937 830 5102
Interested in building an
innovative retail experience?