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When the stage is reimagined: RETAIL(UN)COVERED at EuroShop 2026

06/02/2026

I’ve experienced many trade shows over the years and, of course, helped shape quite a few of them. Stages, speaker slots, program schedules – those are the classic formats. That’s why I’m especially excited about a completely new, innovative stage concept developed by master’s students from the Peter Behrens School of Arts at Düsseldorf University of Applied Sciences for EuroShop 2026. The students designed the RETAIL(UN)COVERED Stage as an open, curated space of possibilities.
Rendering of the RETAIL(UN)COVERED stage: Person on stage in front of a large-scale projection of a desert landscape with giraffes, several spectators on seating blocks in a darkened room

© Hochschule Düsseldorf

On the stage in Hall 12 / Booth A34, five days will be dedicated to discussion, experimentation, and critical questioning: How is AI changing retail? What role do cities play as social spaces? And how can sustainability, design, and technology be meaningfully integrated?

What fascinates me most is the stage’s adaptability. It brings together talks, panels, audience interaction, and additional formats – both live on site and within real-time generated 3D worlds. Prof. Guido Mamczur has already sparked our curiosity in an interview about the RETAIL(UN)COVERED Stage published in EuroShop.mag.

If you’re interested in experiencing a trade show and its stage from a new perspective – as a live experiment – I highly recommend visiting the RETAIL(UN)COVERED Stage at EuroShop 2026, February 22 – 26 in Düsseldorf.

Become part of the experiment: more info about the stage

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Porträt von Kathrin Brüggemeier, Senior Project Manager Retail & Retail Tech, vor rotem Hintergrund mit senkrechtem Schriftzug „EUROSHOP“; copyright Grafik: beta-web GmbH

Get your ticket for EuroShop 2026 online

Visitors enter a light-filled exhibition hall with a large red EuroShop logo in the foreground; copyright: Messe Düsseldorf/A. Wiese

The exclusive supporting program at EuroShop

Visitors follow a presentation on the “red stage” at EuroShop; copyright: Messe Düsseldorf/A. Wiese

Our exhibitors, their products: your solutions

A spacious exhibition stand at EuroShop showcases a wide range of retail solutions with seating areas, presentation tables, and many visitors; copyright: Messe Düsseldorf/A. Wiese

Experience the Dimensions of EuroShop

The slogan “Seven dimensions of total performance” stands against a red background next to the EuroShop star made of small colored bubbles; copyright: ergo
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