When visual merchandising became immersive: VM Experience at EuroShop 2026

I was involved in developing the VM Experience concept, so I already had a pretty good idea of what to expect. But when I saw the final result in Hall 10 on the very first day of the trade fair, I was genuinely amazed – and I was far from the only one. People stopped in their tracks, took a closer look, stepped into the special exhibition area, or immediately pulled out their phones to snap photos.

Moments like these are what visual merchandising is all about for me: It’s not just about presenting products beautifully, but about creating spaces that spark an emotional response.

One example: The special area included a catwalk where mannequins showcased fashion looks. Visitors could walk between the figures, becoming part of the staging themselves. This interplay between observing and participating gave the VM Experience its unique energy.

Together with our three partners and sponsors of the special exhibition area – the Stuttgart School of Color and Design, [B] Mannequin, and FOTOBODEN™ – we took another look back at the VM Experience in EuroShop.mag.