Skip to main content

EuroShop.mag articles on Expo & Event Marketing

In the editorial articles of the EuroShop.mag dimension Expo & Event Marketing, we shed light on how brands can achieve a lasting impact through impressive trade fair presentations, emotional live communication and events. Retail companies and manufacturers benefit from this just as much as exhibitors at trade fairs such as EuroShop.

Interviews and use cases provide inspiration for successful brand staging – from conception to technology and equipment to digital tools. Whether physical, virtual or hybrid: we show solutions for trade show and event marketing that inspires. Topics such as stand construction, modular systems, AV technology and sustainable stand construction materials round off the range.

A person stands with popcorn in a Netflix installation between the “Thrillers,” “Comedy,” and “Sports” sections, looking at screens displaying various streaming content.

31/07/2026

Netflix and Toy Story: pop-up activations as a stage for event marketing

EE and Papa Johns tap into popular entertainment brands for immersive experience spaces

A group of eight people on stage at the grand opening of the In-store Asia trade show, cutting the ribbon together in front of a large LED screen.

07/07/2026

Where trade fair construction shows what's possible

Stand highlights from EuroShop 2026

A small band is performing on the roof of an Aldi supermarket, while a small crowd is celebrating below in front of the building

30/06/2026

Supermarkets take center stage

5 unusual retail marketing events that generate attention, emotion, buzz, and brand loyalty

A group of eight people on stage at the grand opening of the In-store Asia trade show, cutting the ribbon together in front of a large LED screen.

18/06/2026

In-store Asia 2026 highlights the dynamism of Indian retail

Trade show in Mumbai serves as a hub for innovation, store design, and international business connections

Two people are taking photos of a large, futuristic light installation in blue with their smartphones – she’s using portrait mode, and he’s using landscape mode.

19/05/2026

Live-content trade show booths: from presentation to interactive content machine

Event marketing meets generative AI

A person standing in front of a futuristic digital display in a modern exhibition space

12/05/2026

IoT for smart trade show exhibits and events

New opportunities for event marketers: IoT enables interactive booths and data-driven visitor guidance

Two rows of mannequins in various outfits stand on pedestals in a brightly lit exhibition hall at EuroShop, while visitors stroll among the exhibition booths.

04/05/2026

VM Experience as an interactive special area at EuroShop 2026

Experience and staging: the role of visual merchandising in retail

Rendering of the RETAIL(UN)COVERED Stage: A person stands on a stage in front of LED walls with abstract typography, in front of a small audience seated on blocks in a dark studio; copyright: HSD

02/02/2026

RETAIL(UN)COVERED: A stage for the future of retail at EuroShop 2026

How Düsseldorf University of Applied Sciences is opening up new spaces through design, technology, exchange, and experimentation

The nighttime skyline of Dubai with the Burj Khalifa in the background and a bridge in the foreground, reflected in the water; Copyright: Adobe Express

15/09/2025

Retail growth in Middle East and North Africa

Driven by rising prosperity and tech investments

A festive cake with a golden “100” surrounded by colorful sprinkles and confetti in front of golden balloons; Copyright: Adobe Express, AI-generated

18/07/2025

UFI celebrates 100 years of the trade fair industry

Review, outlook and international activities

A futuristic exhibition stand with luminous, digital art projections and a reflective floor; Copyright: Messe Düsseldorf / Andreas Wiese

11/04/2025

How artificial intelligence supports a successful trade fair presence

AI in trade fair planning: optimizing selection and objectives

People at a trade fair with various stands and large screens; Copyright: Messe Düsseldorf/Andreas Wiese

07/04/2025

Tips for successful trade fair participation for exhibitors

Why good preparation for trade fairs is valuable for exhibitors

The extensive exhibition centre with modern buildings and the Rhine in the background; Copyright: Messe Düsseldorf/Ansgar van Treeck

12/03/2025

Success story of Messe Düsseldorf and global expansion

On course for growth with new trade fairs

People move through a busy exhibition hall, on the floor is a large

17/10/2024

Global exhibition industry experiences strong growth for 2023 and 2024

Generative AI as a driver of efficiency

A Changhong Group stand at China in-store 2024 trade fair for retail solutions, surrounded by visitors; Copyright: China in-store

10/09/2024

Combining art and technology for cutting-edge retail design

Changhong at China in-store 2024

A miniature installation of a skate park in the shape of a wave, through which skaters ride, in a shop window at Selfridges; Copyright: Selfridges

06/08/2024

Event marketing: the 2024 Summer Olympics in retail

How companies inspire customers with creative experiences

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

09/04/2024

Local event marketing as the key to authentic brand loyalty

How retailers become part of the community

Pyramid-shaped display and illuminated counter and structurally wound paper yarn element with green sensor yarn; Copyright: DITF

01/02/2024

Recyclable event and trade fair furniture made of paper

Locally available and renewable raw material

The OCTAlux stand by OCTANORM; Copyright: MWSYSTEM

17/10/2023

System stand construction: The magic of trade fair construction

Sustainable, flexible and simple – modular exhibition stands as all-rounders

An oversized Porsche 911 sculpture at the IAA Open Space; Copyright: 2023 Dr. Ing. h.c. F. Porsche AG

13/09/2023

Oversized Porsche 911 is a crowd favourite

Celebrating ‘60 Years of the 911’ with an unusual sculpture

A completely yellow booth in an exhibition hall; Copyright: Maister

05/09/2023

How do I turn trade fair visitors into customers?

3 tips for a unique and powerful expo design

A black wall with the inscription

15/08/2023

5 tips for trade show presentations of start-ups

How young companies with a small budget can excel at trade fairs

The Future-Urban-Lab booth at EuroShop; Copyright: Andreas Wiese/Messe Düsseldorf

11/07/2023

What are the building blocks for the city center of tomorrow?

Results of the Future Urban Lab at EuroShop 2023

Plastic trash floating in blue water; copyright: Naja Bertolt Jensen/Unsplash

27/06/2023

Exhibiting more sustainably: Circular economy in trade fair construction

Solutions for a resource-saving expo presence

Fünf Personen bei einer Panel-Diskussion auf einer Bühne; copyright: Messe Düsseldorf/ctillmann

10/03/2023

Expo + Event Stage @ EuroShop 2023

The high-impact presence of your brand

A large booth at the EuroShop 2023 in green with many visitors; copyright: beta-web GmbH

09/03/2023

EuroShop 2023: Emotions, impressions, experiences

THE event with the Wow Effect!

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

25/01/2023

The world as guest at EuroShop 2023

International voices share what they appreciate about the retail trade show

Four people standing in an aisle; copyright: Messe Düsseldorf

17/08/2022

Fair construction: Service Alliance Messe Düsseldorf

What exactly does the Service Alliance at Messe Düsseldorf do?

Soap bubbles in the foreground, people in a square in a city in the background; copyright: Pieter/Unsplash

15/06/2022

Expo and Event Marketing: Full Speed Ahead!

The trade fair industry is off to a fresh start

Messe Düsseldorf trainees pose for a photo; copyright: Messe Düsseldorf

14/02/2022

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

Our trainees give insights

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

07/09/2021

Trade fair as a powerful medium

Awareness, knowledge and leads independent of location and time

A person wearing VR goggles gestures; copyright: creenshot from a YouTube video by ICT AG.

10/07/2020

Virtual trade show presentations

Combining the best of physical and digital options

The 4 sections of the EuroShop.mag:

A row of wooden clothes hangers with fabrics in various shades of green hanging from them; copyright: Messe Düsseldorf/Andreas Wiese

INSTORE

To the Instore articles
A hand scanner standing in its holder and emitting red laser light; copyright: Messe Düsseldorf/Andreas Wiese

TECHNOLOGY

To the Technology articles
Projected image of a sports shoe on a pane of glass; copyright: Messe Düsseldorf/Andreas Wiese

MARKETING

To the Marketing articles
A person photographed from behind using a smartphone camera to record bright colors and a person; copyright: Messe Düsseldorf/Andreas Wiese

EXPO

To the Expo articles
Return to top