Many people at an event in the CUPRA Flagship Store Berlin; Copyright: CUPRA

Local event marketing as the key to authentic brand loyalty


In a digitalized and globalized world, local event marketing is coming more into focus. Companies are recognizing the importance of personal interaction and are focusing on a genuine customer relationship.
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The Apple Stores Jing'an in Shanghai from the outside; Copyright: Apple

Opening of the Apple store Jing'an in Shanghai


The new Apple Store in Shanghai features a big plaza for events, special sessions that celebrate local culture, and an open, round store design.
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 A counter of a small café with a fully automatic coffee machine and drinks list,

Customer centricity paves new paths for the car industry


The traditional car trade is rapidly being overtaken by innovative marketing concepts. The electric car brand NIO from Shanghai, for example, is fully committed to customer centricity and community building.
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Pyramid-shaped display and illuminated counter and structurally wound paper yarn element with green sensor yarn; Copyright: DITF

Recyclable event and trade fair furniture made of paper


Sustainable furniture for temporary events is in demand: for example, furniture that can be recycled.
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The brightly illuminated GR.iD shopping, dining and education center in Singapore; Copyright: Fabian Ong

GR.iD: Where shopping, gastronomy and community merge


Some of the most fabulous architecture can be found in Singapore. Now another project has been added that is definitely worth seeing: GR.iD is a youth-focused shopping, dining and education center in the heart of Singapore's Selegie arts district.
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Visitors in the exhibition halls of China in-store; Copyright: Messe Düsseldorf

Experiencing retail innovations in Shanghai: China in-store 2023


Kathrin Brüggemeier from the EuroShop team shares her experiences in the Chinese retail market and the automotive sector.
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The OCTAlux stand by OCTANORM; Copyright: MWSYSTEM

System stand construction: The magic of trade fair construction


Building stands sustainably and nevertheless eye-catching? That's one of the daily challenges for exhibitors just as it is for the trade show construction and expo marketing industry. Benjamin Bruder of OCTANORM explains to us why system stand construction can be a solution and a model for the future.
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A round table with mirrors and stools in a Douglas store; Copyright: beta-web GmbH/Pott

Douglas store for Gen Z shoppers


Douglas has developed a store on Königsallee in Düsseldorf's shopping center that is aimed specifically at young consumers. Of course, a fresh design and digital elements cannot be missing.
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The Bang & Olufsen and Ferrari celebration at the Ferrari Flagship Store in Milan; Copyright: Bang & Olufsen

Bang & Olufsen and Ferrari celebrates the Ferrari Collection


Bang & Olufsen and Ferrari hosted a celebration event on Tuesday, the 29 of August at the Ferrari Flagship Store in the heart of Milan.
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An oversized Porsche 911 sculpture at the IAA Open Space; Copyright: 2023 Dr. Ing. h.c. F. Porsche AG

Oversized Porsche 911 is a crowd favourite


The finishing straight of the IAA Mobility: The world’s biggest mobility trade fair. At the Open Space in the centre of Munich, Porsche is celebrating ‘60 Years of the 911’ with an unusual sculpture.
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A completely yellow booth in an exhibition hall; Copyright: Maister

How do I turn trade fair visitors into customers?


How do I manage to attract people to my trade show booth? Bram Couvreur - owner of a design agency in Belgium - tells us what matters in trade show design and why the design concept of the trade show booth should not end with the construction plan.
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Flower beds and plants among old flat industrial buildings; Copyright: Messe Düsseldorf/Moebius

Victoria Yards in Johannesburg: working, selling and learning together


The Victoria Yards in Johannesburg, South Africa is an innovative mixed-use project that combines art, social initiatives, sustainability, and commerce.
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A black wall with the inscription

5 tips for trade show presentations of start-ups


Trade shows are a great opportunity for startups to present themselves to potential customers. But how do you stand out from the crowd of exhibitors with limited resources? We have compiled tips for a trade fair appearance.
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Global Exhibition Day -1f; copyright: Messe Düsseldor

Global Exhibitions Day – The industry celebrates!


Since 2016, the international trade fair scene has been celebrating Global Exhibitions Day. This year again, on the first Wednesday in June, everything revolves around the exhibition industry under the motto: "We run the meeting places and marketplaces for everyone"
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Fünf Personen bei einer Panel-Diskussion auf einer Bühne; copyright: Messe Düsseldorf/ctillmann

Expo + Event Stage @ EuroShop 2023


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Entrance hall of Messe Düsseldorf for EuroShop 2020 with many visitors; copyright: Messe Düsseldorf/Andreas Wiese

The world as guest at EuroShop 2023


EuroShop – "The World's No. 1 Retail Trade Fair" – attracts visitors from all over the world to Düsseldorf every three years. But what makes EuroShop so appealing to visitors?
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C Bechstein Flagship Store exterior facade; Copyright:EuroShop/Manleitner

Store Tour on Düsseldorf's luxury mile Kö


A store tour at the EuroShop trade press day already gave a good preview of the topics retailers are dealing with and the means and measures they are using to attract customers to their stores despite economically challenging times.
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Exhibitor at MEDICA 2022; Copyright: Messe Düsseldorf / ctillmann

German trade fairs recover slowly


First recovery in sight for trade fairs in Germany: At least 340 trade fairs are planned between Husum and Friedrichshafen in 2023.
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Four people standing in an aisle; copyright: Messe Düsseldorf

Fair construction: Service Alliance Messe Düsseldorf


Messe Düsseldorf's Service Alliance offers a wide range of services for a attractive and successful trade fair stand.
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In-store asia in Mumbai; copyright: in-store asia

in-store asia 2022 - Innovative technologies and creative design


The 13th edition of In-Store Asia (ISA), a member of the EuroShop Global Trade Fairs family, was held at the Jio World Convention Centre (JWCC) in Mumbai from 29 June to 1 July 2022. The event brought together retailers and retail specialists and presented innovative ideas for Indian retail.
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Soap bubbles in the foreground, people in a square in a city in the background; copyright: Pieter/Unsplash

Expo and Event Marketing: Full Speed Ahead!


Showcasing products by meeting face-to-face, while making new contacts or reconnecting and strengthening old business relationships – these are key characteristics of in-person trade fair events.
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Messe Düsseldorf trainees pose for a photo; copyright: Messe Düsseldorf

What is it like to train as an event manager at Messe Düsseldorf?


Hello everyone! We, Theresa, Leon, Luisa, Fyn, Lina and I, Moritz, are the trainees at Messe Düsseldorf. We started our training as event managers in the summer of 2020.
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A Chinese illuminated dragon with a long tail in the dark; copyright: Ridwan Meah/Unsplash

Chinese New Year: Market potential for retailers and brands


Shopping festivals are becoming increasingly popular, and sales are rising rapidly. Many brands and retailers have discovered these events as a way of promoting sales. One such shopping festival is Chinese New Year.
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Entrance hall of Messe Düsseldorf at Euroshop 2020; copyright: Messe Düsseldorf/Andreas Wiese

Exhibition Planning and Physical Visitor Contact at In-Person Trade Shows


Trade shows are taking place again – but with strict hygiene concepts. We show what organizers, exhibitors and visitors must consider.
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On the left in the picture in the foreground rows of red lights on a transparent disk, on the right blurred in the background visitors on a fair; copyright: Messe Düsseldorf/ctillmann

Trade fair as a powerful medium – Awareness, knowledge and leads independent of location and time


Digitization means: trade shows no longer depend only on the real event; they take effect online and 365 days a year.
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A film shot in a studio with technician, monitors and presenter at the console; copyright: Digital Days 2020 - Deutsche Messe AG

Digital events: No permanent alternative for most exhibitors in Germany


17 % of the companies are currently using digital events due to the numerous trade fair cancellations, but want to give up on this commitment when physical trade fairs can be held again.
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An exhibition hall full of visitors; copyright: C-star

C-star 2020 in Shanghai successfully concluded


C-star 2020, Shanghai's International Trade Fair for Solutions and Trends all about Retail, ended successfully on September 4, 2020 at the Shanghai New International Expo Center.
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A person wearing VR goggles gestures; copyright: creenshot from a YouTube video by ICT AG.

Virtual trade show presentations


The opportunity to see, touch, smell, and experience a product live at the trade show booth is a one-of-a-kind experience. Yet sometimes it’s physically impossible to showcase all products.
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Several young women look at a screen embedded in the table; copyright: Messe Düsseldorf/ctillmann

The future of trade show booth concepts: this is the new hospitality


The global coronavirus pandemic has not only had a severe economic impact on trade shows and exhibitions, but it will probably also prompt sweeping industry changes in the future.
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A recorded hall plan with color-coded exhibition halls; copyright: beta-web GmbH

The 8 stages of EuroShop: focused expertise


On 8 stages, an attractive supporting program of presentations and panel discussions provides visitors with knowhow.
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digitized room conception; Copyright: beta-web GmbH

Expo & Event Marketing: planned down to the smallest detail


Trade fairs and events need precise concepts and individual solutions that bring brand communication to the point. A glance into the exhibition halls of EuroShop 2020 shows all this.
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Uta Goretzky, Managing Director IFES ; copyright: Messe Düsseldorf

Live communication and its challenges


Uta Goretzky of IFES talks in an interview about the global network of IFES, the great importance of EuroShop for the Expo and Event scene, the IFES Global Village, the IFES Development & Innovation Award and the current challenges of live communication.
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A group of people at the table talking; copyright: Messe Düsseldorf / ctillmann

6 networking tips and strategies for trade show exhibitors


Six helpful tips and tricks for exhibitors and the right way of networking at the EuroShop 2020 in Düsseldorf, Germany.
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Service staff and cooks stand in the hall where the food is prepared; copyright: Messe Düsseldorf

Event-Catering: Behind the scenes of Stockheim


It’s a decisive day for Marion Audonneau, Project Manager at the Stockheim Company, as the EuroShop.mag team followed her every move for our exclusive report.
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Crowd of people photographed from above on the exhibition grounds; copyright: Messe Düsseldorf / ctillmann

10 do‘s and don‘ts for a perfect trade show exhibit


EuroShop is fast approaching and trade show planning is about to kick into high gear! There are many questions you need to address: Who will you send to the trade show to represent your company? Which products will you showcase? What should your trade show booth look like?
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Two women and a man talking, in front of a photograph; copyright: Messe Düsseldorf

Sustainable and networked: The future of the world of exhibitions


How is the trade show landscape developing now and in the future? At the K trade fair, Elke Moebius met IFES Vice President Torsten Heinze to talk about the goals of the international association, which will be an exhibitor at EuroShop in February 2020.
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Thorsten Sydow Salt Solutions Eventmarketing; Copyright: Salt Solution

Event marketing opportunities: from person to person


Thorsten Sydow of SALT Solutions suggests using live events to create experiences and strengthen customer relationships.
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Many people at the C-Star 2019 trade fair; copyright: Messe Düsseldorf

Vibrant and exuberant: Day 2 of C-star 2019


Exhibitors, stand designers and manufacturers spared neither trouble nor expense and came up with great exhibits and effects.
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Prof. Dr. phil. Rainer Zimmermann sits on a windowsill in the trade fair tower with a view over Düsseldorf; copyright: Messe Düsseldorf

Cities as places for encounters, dialogue and lively everyday culture


Prof. Dr. phil. Rainer Zimmermann from the Peter Behrens School of Arts / Düsseldorf University of Applied Sciences talks about the development of city marketing and the challenges facing city centers.
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Visitors and booths at EuroCIS 2018; copyright: Messe Düsseldorf / ctillmann

Exhibitions score points with networking and experiences


German exhibiting companies see considerable advantages in using trade shows as a medium for business-to-business communication compared to digital tools - such as social media or virtual marketplaces.
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A woman and a man face each other and talk; copyright: Messe Düsseldorf

Exhibition Design: Where does the path lead?


Trade fair presentations are out? Not at all! This is what Prof. Harry Vetter, expert for exhibition architecture at the PBSA - Peter Behrens School of Arts, believes. The ideas for the Designer's Village of the EuroShop sprout from his student rows, by the way. Enjoy the interview with him and Elke Moebius, Director EuroShop!
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Lufthansa - ITB Konzept 2016; copyright: Lufthansa

Trade show appearance: face-to-face interaction is essential


At EuroShop 2017, nothing is more important than having a great trade fair booth. Technology and digitization are not just great toys, they are also amazing gadgets to showcase your brand. Virtual reality and interactive designs are major trends.
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