Combining art and technology for cutting-edge retail design

by Julia Pott

In September, from the 3rd to the 5th, the highly anticipated trade show China in-store took place, bringing together global leaders in retail design, technology, and innovation. Building on EuroShop's legacy of promoting international retail exchanges, China in-store showcased cutting-edge store solutions, with a strong focus on sustainability, digital performance, and customer experience. This event offered a unique platform for retailers, designers, and suppliers to connect, share ideas, and explore new trends shaping the future of retail, both in China and around the world.

In this context, we spoke with Wang Guiling, Director of the Changhong Institute for Commercial Store Construction Services, one of the exhibitors at China in-store 2024. Our discussion covered the latest trends in retail design and the pivotal role the trade show plays in both the Asian and global retail industries.

Which latest trends do you observe in store design and shop planning?

Wang Guiling: Our approach to store design focuses on integrating art, technology, customer experiences, digital performance, sustainable building, industrialization, and green development. Art remains a core inspiration for designers, while technology is transforming how we create immersive and unique in-store experiences. Customer experience design is becoming increasingly important, with digital performance as a key trend. Globally, there is a strong push toward green, low-carbon, and circular development.

What can the rest of the world learn from the Chinese retail industry?

Wang Guiling: The Chinese retail industry is an integral part of the global retail landscape, but it has its own unique characteristics. One of the major trends in China is the "scene revolution" in retail design, where immersive, experience-driven environments are key. Another aspect the rest of the world can learn from China is our focus on digital performance. As global brands enter China and Chinese brands expand internationally, the immense potential of the Chinese consumer market continues to attract worldwide attention. We are also learning from global events like EuroShop to further improve our sustainable store designs.

What role do modern technologies play in the in-store experience today?

Wang Guiling: Modern technologies play a crucial role in elevating the in-store experience. They enable more personalized, efficient, and interactive displays, creating deeper engagement with customers. Omni-channel integration has become essential to meet the expectations of today’s tech-savvy consumers, helping retailers to deliver seamless, connected shopping experiences.

What is the significance of China in-store for your company?

Wang Guiling: For Changhong Group, China in-store is a vital platform. We showcased new materials, cutting-edge technology, and enhanced services. Our focus was on integrated building technology and intelligent design platforms. We discussed sustainable store construction with attendees and exchanged ideas for greener retail environments.

What were your highlights at China in-store 2024?

Wang Guiling: This year, we introduced a groundbreaking booth design and layout, which attracted significant attention and prompted many visitors to stop by. We welcomed numerous guests, both local and international, and had the opportunity to connect with talented designers and potential business partners in the retail industry. Based on this success, we've already committed to participating in China in-store 2025.

Why would you recommend other exhibitors or visitors to participate in China in-store?

Wang Guiling: China in-store continues EuroShop’s mission of fostering global retail exchanges, offering innovative store solutions driven by design thinking for the entire industry. It introduces fresh concepts, unique services, and an interactive platform for collaboration. The event provides high-quality opportunities for suppliers across various areas like store design, fixtures, materials, lighting, retail technology, and marketing. China in-store is an excellent spot for exhibitors to showcase their capabilities and a source of inspiration for the global retail industry.