1498

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The International Magazine for

Retailing and Shop Design
Das internationale Magazin für
Laden-Marketing und Shop-Design
109
Khan Shatyr was built by SML Construction
Shopping Centres: The next generation

Store Branding: Treats à la carte at Encyclopaedia of
The Mexx relaunch the EuroShop Shopfitting and Shop
Marketing
SHOP Inhalt
Contents
Im SHOP TALK: Mexx-CEO Thomas Grote über die Umdasch und Assmann servieren zur EuroShop
Zukunft der Weltmarke – Seiten 48 – 49. Leckerbissen à la carte – Seiten 14 – 19.
In Shop Talk: Mexx CEO Thomas Grote on the future Umdasch und Assmann serve treats à la carte
of the world brand – pages 48 – 49. at the EuroShop – pages 14 – 19.
Die nächste Generation der Shopping Center ist urban Shop Report: Die Pyramiden des Elektro Haas –
und wertig – Seiten 6 – 13. The next generation of Seiten 20 – 25. Shop Report: The Pyramids of Elektro
shopping centres is urban and exclusive – pages 6 – 13. Haas – pages 20 – 25.
Inhalt
Contents
SHOP INSIDE
Editorial, Masthead, Reader service 4 – 5
SHOP CONCEPT TOPIC

Shopping Centres: The next generation 6 – 13
Store Branding: The Mexx relaunch 50 – 55
SHOP DESIGN
EuroShop: Treats à la carte 14 – 19
SHOP REPORT
Elektro Haas, Shopping City Süd and Plus City 20 – 25
SHOP PANORAMA
Möbel Hubacher, Intersport Eybl, Kastner & Öhler,
Niketown London, Stockmann, Swisscom, Billa Corso,
Nico, Thalia, Hannspree, Blue Tomato, Eric Bompard,
Pharmacie Riat, Esprit, Orex, Coop City, Dublin Airport Terminal 2 26 – 47
Mit der Eröffnung des SHOP TALK
erweiterten Grazer
Stammhauses am 20. 10. 2010 Thomas Grote on the future of Mexx 48 – 49
schrieb Kastner & Öhler über
die österreichischen Grenzen SHOPFITTING
hinweg Einzelhandels-
Geschichte. Mehr darüber im Encyclopaedia of Shopfitting and Shop Marketing 56 – 59
Shop Panorama auf den
Seiten 28 und 29. RETAIL REPORT
With the opening of the
extended headquarters in Graz Shops & shopping in Düsseldorf and Cologne 60 – 63
on 20.10.2010, Kastner & Öhler
made retail history beyond the SHOP EVENTS
borders of Austria. Read more
about it in Shop Panorama on Umdasch Shop Academy, “Philip Morris on image tour”,
pages 28 – 29 . calendar of events, new books 64 – 67
SHOP aktuell 109 umdasch shop-concept 3

SHOP Editorial SHOP Inside
Projekt-Management Assmann: Zertifizierung

Project Management nach ISO 14001 certification
according to ISO 14001
Liebe LeserInnen,
Assmann Ladenbau Leibnitz ist im In autumn 2010 Assmann Ladenbau
der Handel ist im Herbst 2010 als eines der ersten euro- Leibnitz became one of the first Euro-
Schnitt ohne große päischen Ladenbau-Unternehmen nach pean shopfitting companies to be certi-
Schrammen durch ISO 14001:2004 zertifiziert worden. fied according to ISO 14001:2004. Along
die Krise gekommen. Assmann zählt – neben Umdasch Shop- with Umdasch Shop-Concept, Assmann
Und doch ist vieles Concept – zu den beiden Kernmarken der counts as one of the two core brands
anders geworden. Bei Umdasch Shopfitting Group und sieht of the Umdasch Shopfitting Group. It
Reinhard Peneder
Laden-Investitionen SHOP aktuell Nachhaltigkeit und Umweltschutz als sees sustainability and environmental
ist ein gewisser Stau Chefredakteur wesentlichen Bestandteil eines umfas- protection as an essential element in a
Editor-in-Chief
entstanden. Dann hat senden CSR-Konzeptes. Seit vielen comprehensive CSR concept. For many
sich das Investitionsverhalten des Han- Jahren ist Assmann Ladenbau, wie auch years Assmann Ladenbau, like Umdasch
dels verändert, es ist noch arbeitsteili- Umdasch Shop-Concept, bereits nach Shop-Concept, has already been certified
ger geworden. Die Zahl der an der Kon- ISO 9001, einem Management-System according to ISO 9001, a management
zeption und Realisierung von Projek- für Qualität und Umwelt, zertifiziert. system for quality and environment.
ten beteiligten Disziplinen und Gewer-
ken nimmt kontinuierlich zu. Projekt-
Management ist die Schlüsseldisziplin im
modernen Ladenbau.
Vor allem die großen Player im Han-
del halten auf der EuroShop nicht nur nach
neuen Ideen und Systemen Ausschau, son-
dern auch nach professionellen Partnern Assmann setzt im
Ladenbau Maßstäbe in
im Projekt-Management auf internationa- Sachen Nachhaltigkeit.
lem Parkett. Wo sie dabei fündig werden Assmann sets
standards in
können, liegt auf der Hand … Fündig wer- sustainability in the
den Sie hoffentlich auch bei dem einen oder shopfitting sector.
anderen Artikel in diesem SHOP aktuell.
Die ISO 14001 ist ein international ISO 14001 is a recognised interna-
anerkannter Standard, der ein effektives tional standard that defines an effective
Dear Readers, Umweltmanagementsystem definiert und environmental management system and
durch eine entsprechende Organisation by means of a corresponding organisa-
In general, the retail sector has come ein Gleichgewicht zwischen Wirtschaft- tion creates a balance between economic
through the crisis without serious dam- lichkeit und Umweltschutz schafft. Das viability and environmental protection.
age. And yet, much has changed. There Thema Umweltschutz wird dabei sys- The subject of environmental protection
is something of a backlog as regards shop tematisch im Management verankert. is thereby systematically anchored in
investment. Moreover, the investment be- Unternehmen erhalten mit der ISO 14001 management. Through ISO 14001 com-
haviour of the retail sector has changed: ein wirkungsvolles Instrument, mit dem panies gain an effective instrument with
the division of labour has gained in im- die Umweltsituation laufend verbessert which the environmental situation can
portance. The number of disciplines and wird und daraus resultierende Kosten be constantly improved and the result-
trades involved in the conception and reali- gesenkt werden. ing costs reduced.
sation of projects continues to rise. Project
management is the key discipline in mod-
ern shopfitting. Leserservice Reader service
If nothing else, the big players on the re- Wenn Sie Fragen im Zusammenhang mit dem Inhalt dieses SHOP aktuell haben, so wenden Sie sich per Fax oder Mail direkt an die
Redaktion. For further information on any of the topics in this issue of SHOP aktuell, please contact our editorial department by
tail scene not only look out at the EuroShop fax or e-mail. Fax +43/7472/605-3722, E-Mail: shop.aktuell@umdasch.com
for new ideas and systems, but also for Impressum

professional partners in project manage- SHOP aktuell is published by Umdasch Shop-Concept. For addresses see back cover of magazine. Number 109/February 2011. German/
English edition. Price per copy: € 6, CHF 9, $ 8, L 4. Subscription price: € 24 for 5 consecutive issues (plus postage). Distributed
ment on the international stage. It is clear free of charge to Umdasch MDB members. Project management: Reinhard Peneder, Umdasch Shop-Concept, A-3300 Amstetten.
Managing Editor: Evelyn Kössler M.A. Authors and contributors to this issue: Reinhard Peneder, Mag. (FH) Sonja Scheidl,
where they can find what they are looking Evelyn Kössler M.A., Winfried Lambertz, Prof. Iska Schönfeld, Milena Hunziker, Regula Wirth, Maik Drewitz, Christian Hammer.
for… And we hope that you, too, will find Design: Denise Siegl, Sandra Schuller. Photos/Illustrations: Manfred Aigner, Reinhard Peneder, Cornelia Suhan, dlv, Matthias
Koch, SML Construction, Syndicate, ECE, Manfred Lang, Andreas Bruckner, SES Gernot Gleiss, SES Lois Lammerhuber,
what you are looking for in some of the ar- SES Lohberger Photography, Wild & Team-Fotoagentur, Klaus Bossemayer/Agentur Bilderberg, weinfranz Fotografie, Sarah
Wiener, Philips, Factory 311, REWE Group/Billa, Emanuele Inchingolo, Thalia, David Bank, Franck Ménard, Esprit, Willie Dillon,
ticles in this issue of SHOP aktuell. Mexx/Philippi, Brüsselimpressionen, ShopConsult by Umdasch, Ladenbau- und Laden-Marketing-Lexikon, Stadt Düsseldorf,
Tom Reindl, Reno, Stadt Köln, Ginat Tricot, Erco, C&A, iStockphoto, Shutterstock, Christian Kronsteiner, Hutner, Assmann,
Christian Hammer, Archiv, Bernd Kammerer/Blocher Blocher Stuttgart. Translation: Jane Michael. Printing: Friedrich VDV, Linz.
N.B.: Projects executed by Umdasch are listed as such in the text or the photo caption.
4 umdasch shop-concept SHOP aktuell 109

SHOP Inside
Neu: AlGate und Der Umdasch-

HangingFrame New: AlGate Konzern auf
and HangingFrame einen Blick
Rechtzeitig zur EuroShop 2011 bringt kann. Das System HangingFrame kann The Umdasch
Concern at a
Umdasch Shop-Concept zwei neue von der Decke abgehängt werden und
Systeme auf den Markt (siehe Seiten 14 bringt dadurch neue Leichtigkeit in die
bis 19). AlGate ist ein Rahmensystem mit
Schlitzprofil aus Aluminium, das auch
Warenpräsentation. Zu beiden Program-
men gibt es kleine Broschüren, die wir glance
ohne Rückwände eingesetzt werden Ihnen auf Wunsch gerne zusenden.
Die Broschüre „DER UMDASCH KON-
Umdasch Shop-Concept is launching ZERN“ steht ab sofort in einer aktualisier-
two new systems in time for the Euro- ten Fassung zur Verfügung. Darin werden
Shop 2011 (see pages 14 − 19). AlGate plakativ und übersichtlich die beiden
is a frame system with an aluminium slit Geschäftsfelder des Konzerns – Doka
profile which can also be used without a Schalungstechnik und Umdasch Shop-
back section. The HangingFrame system fitting Group – dargestellt. Ausgewählte
can be suspended from the ceiling and Meilensteine der Unternehmensentwick-
thus brings a new lightness to product lung sowie interessante Leistungskenn-
presentation. There are brochures avail- zahlen ergänzen diese leicht verdauliche
able for both programmes which we shall Informations-Broschüre. Bei Interesse
Ab sofort zu Ihrer Verfügung: Die Systeme be delighted to send you upon request. schicken wir Ihnen gerne ein Exemplar
AlGate und HangingFrame sowie die Prospekte
dazu. Available immediately: The two systems zu.
AlGate and HangingFrame and the explanatory
brochures.
Technology Service Glass

Glass has long been an important ele- technologies. The company’s own “Tech-
ment in modern architecture. As a result nology Service Glass” has been estab-
of its functional and design possibilities lished and includes experts from five dif-
this material also plays an essential role ferent locations. These experts also make
in shopfitting. The continued development a study of functional aspects because
of bending technology now makes curved glass can be a very fragile material if it is
shapes possible in furniture and shopfit- incorrectly employed. Attention focuses
ting, which extends the radius of action still on questions of fittings and fixing technol-
further. Glass can be used for a great many ogy, (invisible) UV adhesive technology and
applications: shelving, display cases, shop lighting technology (conventional or LED- Die Broschüre „DER UMDASCH KONZERN“
bietet einen schnellen Überblick über das
windows, mirrors… the interplay of glass based). All Umdasch staff involved in plan- Unternehmen, dessen Wurzeln in das Jahr 1868
and light is particularly attractive. ning and project processing – and thus, of zurückreichen. The brochure “DER UMDASCH
KONZERN” provides a quick overview of the
course, also the customer – can draw on company whose roots go back to 1868.
From planning and project manage- this extensive knowledge.
ment to production and sourcing – the An updated version of the brochure
professionals at Umdasch Shop-Concept “DER UMDASCH KONZERN” ( The
make a systematic study of the latest glass Umdasch Concern) is available immedi-
ately. It presents the two business areas
of the concern – Doka Formwork Technol-
Glass plays a leading
part in modern ogy and the Umdasch Shopfitting Group
shopfitting. – in a clear and straightforward manner.
Selected milestones of the company’s
development and interesting key figures
relating to its performance complete this
highly readable and informative brochure.
We shall be delighted to send you a copy
upon request.

Shop Concept Topic Author
Shopping Centres Reinhard Peneder
Photo: ECE, Skyline Plaza, Frankfurt
Photo: ECE, BahnhofCity Wien West
When it comes to urban planning, the Skyline Plaza between the main station
and the trade fairground in Frankfurt/Main is one of ECE’s most interesting
future projects. The opening of this 38,000 m² shopping centre is planned for
2013 (large photo). Also developed by ECE, the Bahnhofcity Wien West in
Vienna is due to open in autumn 2011 (small photo); the Bahnhofcity at the
new central station in Vienna will follow in 2014.
The next generation of

shopping centres
The next generation of shopping centres will radiate urban sophistication and exclusivity. Adopting the principle
of “Quality, not quantity” they will be somewhat smaller than their predecessors. More than ever, the location will
be the decisive success factor. The focus will be on revitalisation and modernisation. As regards the selection of
anchor tenants, the basic rule will be “big name before large area”. The sustainable development and operation
of shopping centres will become a matter of basic principle. The market share of shopping centres will continue
to grow. A handful of experienced international shopping centre experts have revealed this – and more − to us.
The economic framework conditions for the retail sector in It is a truism that in the retail sector, it is the location that is
Europe are not as bad as in often claimed. In many countries the decisive success factor. In this respect there will even be a
the retail sector has survived the crisis without major dam- further polarisation, with a concentration on absolute top loca-
age, and in some places it has even served as a motor for tions. “1B locations, not to mention the odd specialist market
the domestic economy. And the medium-term prospects are location, are in danger of collapsing”, says Klaus Striebich,
judged to be quite positive, although a differentiated assess- Managing Director for Leasing with ECE, the European market
ment of the individual markets is necessary. leader in shopping centres in Hamburg. After all, retailers are
mobile; they will go where the location is right.

Shop Concept topic
Shopping Centres
Photo: SES, Gernot Gleiss

Photo: SES, Lammerhuber
The Europark in Salzburg (small photo), operated by Spar European Shopping

Centers, (SES) is remarkable not only for its impressive architecture, but also
because of its enormous area productivity. Also a member of the SES group,
the Atrio in Villach (large photo), like the Europark, has also won various
awards, not least for its sustainability.
How will the competition between concrete and digital concepts area). Furthermore, the retail turnover in shopping centres devel-
develop – in other words, between bricks-and-mortar retail and ops better in the long term than in other locations. However, the
online retail? Here, too, Klaus Striebich has an appropriate big boom in shopping centres in countries like Germany and
answer at the ready: “Concepts will be especially successful if Austria is already over. Nonetheless, new projects are still under
they are suitable for a multi-channel approach”. Presence in a development (see also the table of shopping centre openings/
number of channels, especially in the internet as well as a shop, redevelopments). At ECE, for example, malls in Oldenburg (2011),
is precisely what customers expect today. Dortmund (2011), Koblenz (2012), Aachen (2013) and Frankfurt
(2013) are in the pipeline. In Vienna ECE is involved in the railway
Shopping centres continue to gain market shares station shopping centres in Vienna: West Station (2011) and the
new Central Station (2014). As regards Austria, experts assume
Experts agree that the market share of shopping centres, even that the G3 Shopping Resort Gerasdorf in the north of Vienna,
in saturated markets such as Central Europe, will continue to which is due to open in 2012, will be the last inter-regional centre
grow. The reason is easy to see: for the foreseeable future. There
there is still space available for were a number of developments
upward expansion. In the USA in 2010, however. Kaufhaus Tyrol,
the market share is around 60 a very high-quality shopping cen-
percent; in the UK it is more than tre with high-quality architecture
15 percent; and in Germany, for and attractive design, opened
example, it is no more than 7 to in Innsbruck. The 32,000 m²
8 percent (measured by sales Varena shopping centre in
“Concepts will be especially successful Mag. Marcus Wild, CEO of SES: “The
if they are present in several channels,” greatest sustainability can be found
says Klaus Striebich, Managing Director when a shopping centre is located in
of ECE. the right place.”

Shop Concept Topic
Shopping Centres
Photos: SES, Lohberger Photography
Opened in August 2010, the SES Varena shopping centre in the Upper Austrian
district capital of Vöcklabruck has exceeded all expectations in the first
months. The Spar sister company SES operates shopping centres with a total
area of 380,000 m².
the regional capital of Upper Austria, Vöcklabruck, is also very In spite of the relatively high existing stock (150 malls with a
impressive. Behind this project lies SES (Spar European Shop- total area of approx. 2 million m²) a further 20 shopping centres
ping Centers). The Donauzentrum in Vienna has expanded its are planned in Switzerland, with an area of approx. 500,000 m².
area by about 30,000 m² to 130,000 m² and is now the second “The number of empty properties in Swiss shopping cen-
largest shopping centre in Austria, after the Shopping City Süd. tres remains marginal. We can assume that spaces in shop-
And there have also been a number of modernisations. ping centres will continue to be highly desirable,” observes
Marcel Stoffel of the office of the Swiss Council of Shopping
Centers. Incidentally, with a productivity of CHF 8,150.-/m² the
Comparison of the development of sales area size
(Germany) Swiss malls achieve a top figure internationally.
2000 = 100 Index of Sales areas: Index of Sales areas:
shopping centres retail stores Focus on revitalisation and modernisation
150 146,9 In general, however, the big boom in shopping centres in

141,7
138,7 Central Europe is over. The main emphasis currently lies on revi-
140
131,9
talisation and modernisation, and in certain locations also on
130 126,6 expansion. Here there is more than enough to do. More than
120,8 two-thirds of the sales areas in German shopping centres, for
120 116,7 example, were built before 2000 – that represents a total of over
113,0
110,1 9 million m² in 280 centres. The GMA deduces from this statistic
110 106,2 that there is a need for revitalisation in the case of more than
103,7 111,0
109,4 109,9 110,4
105,9 107,2 108,2 5 million m² (see table page 10). The end of the Central Euro-
100 103,7 104,7
101,1 102,3 pean shopping-centre boom is in part due to a more restrictive
90 approval policy, especially in green-belt areas. The trend towards
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010* 2011*
city-centre malls continues, preferably as part of integral city-
(Source: GfK GeoMarketing) * Prognosis
development projects. The fact that the availability of large plots

Shop Concept topic
Shopping Centres
Photo: Andreas Bruckner
The former department store Kaufhaus Tyrol (large photo) in Innsbruck was
rebuilt as an elegant inner-city shopping centre. The man behind this project is
the 33-year-old property investor René Benko, who is now also pursuing
ambitious plans in the city centre of Vienna. The Donauzentrum in Vienna was
also extended by 30,000 m² in 2010 and now has a sales area of 130,000,
making it the second-largest shopping centre in Austria after the SCS.
of land in city locations is limited has also resulted in the “trend” conclusion to be drawn from an elegant statement by Thomas
to smaller projects. Whereas in 1998 the average size of a shop- Fox, Chief Restructuring Officer of Karstadt Warenhaus AG, at
ping centre in Germany was 34,000 m², the centres planned up the German Retail Congress in Berlin in mid-November. Fox
to 2012 now have an average area of only 27,000 m². said: “Department stores are shopping centres without walls,
with the best specialists under one roof.”
Some of the shopping centre developers and operators are
currently thinking out loud about whether, and if so, in what The next generation: urban third places
way, potentially available space previously occupied by depart-
ment stores might be used. This is sure to be an exciting devel- Cities are experiencing a renaissance as a form of life and cul-
opment. However, the department stores themselves also want ture. They are continuing to expand and are becoming de facto
to be involved in providing the answers. That, at least, is the a city region. The “decentralisation of the centrality” (quotation
from a GDI study) continues. Several city centres exist side by
side. This increases the competition for inhabitants, visitors,
Shopping Center Ranking 2010 (Austria)
investors and consumers. Artificially staged centres where
1 Europark, Salzburg shopping, experience and urban lifestyle crystallise are created
2 dez, Innsbruck Source: Vienna – “maximum kicks in minimum time”. It is less a question of
3 SCS (mall and multiplex), Vösendorf University of Economics
and Business, Institute
pure shopping, and more a matter of opportunities for socialis-
4 Donauzentrum/Donauplex, Vienna of Retail & Marketing, ing. Places arise in which real and virtual worlds intersect. It
based on a survey of
5 Shoppingcity, Seiersberg occupants (tenants). is in settings like these that the shopping centres of the future
6 PlusCity, Pasching
Survey criteria: will prosper. What will be required will be urban third places,
Turnover, turnover/
7 Millenium City, Vienna m² sales area, no. of which offer constant variety and at the same time give people
shops, appearance and
8 Haid Center, Ansfelden atmosphere, centre and the impression that they can “feel at home”. Living, working,
9 ATRIO, Villach
facility management, leisure and shopping will become fused. A central location is not
rent/ additional costs/
10 Messepark, Dornbirn advertising cost absolutely necessary for this new form of urban living. Thanks
allowance.
to their efficient organisation and intensive management,

Shop Concept Topic
Shopping Centres
Designed by Daniel Libeskind and other high-profile architects, the

Crystals Shopping Mall in CityCenter Las Vegas contains only luxury
brands. From 20 − 24 October 2011 Las Vegas will be the setting for a
“Laden-Dramaturgie LIVE!” (Shop Dramaturgy LIVE!) shop expedition
with Dr. Christian Mikunda.
shopping centres will find it easier than other locations to create used as a cabaret. Or a gourmet restaurant (“the prestige of a
such worlds. The basic requirement will be the uncompromising shopping centre is defined to a considerable extent through its
orientation towards the wishes of the customer, since this is the gastronomy”). And then there is the nursery school. “Nursery
only way that a unique quality of experience can be created. schools often close at 6.00 p.m. Here it closes at 8.00 p.m. That
relieves the retail employees of a great deal of pressure and
“Every day with your finger on the pulse” stress.” Of course, the customers of the Europark also appreci-
ate this service. The attractive trees, which contribute much to
But how can one create a quality of experience in a shopping the atmosphere, are only possible if you think about them before
centre? How can people experience it as being in their own liv- building starts. Because where will proper trees be able to take
ing room, where visitors become friends? It is, indeed, very hard root? Customers’ length of stay will also increase with plenty of
work, a real struggle over every detail, no matter how small. This fresh air and attractive acoustics.
is the impression Mag. Marcus Wild gives in a fascinating con-
versation. Wild is the CEO of Spar European Shopping Centers
Need for revitalisation of German shopping centres
GmbH (SES) in Salzburg, the biggest Austrian shopping-centre
(by location/position)
operator, and a man with extensive retail experience. A tour
of the Europark in Salzburg, winner of numerous international Location category Shopping centre Share in %
awards and the “flagship” of SES, designed by the Italian star Turnover
Location ... Absolute In m² In m² in %
in %
architect Massimiliano Fuksas, becomes a glimpse behind the
... in the city centre/ 65 1.268,766 32.66 24.23
scenes of successful shopping centres. Easy accessibility, good on the outskirts
links to the public transport network, a generously spacious ... in district 77 2.097,248 38.69 40.05
multi-storey car park, quality architecture, plenty of daylight,
easy-to-follow, transparent route guidance, a garden landscape ... in green belt 57 1.870,945 28.64 35.73
with lots of trees … these features may well be found in other 199 5.236,959 100 100
Overall
shopping centres too. Here it is more the details which we find
(Source: GMA 2010) approx. values; differences may arise due to rounding up or down
surprising. A small theatre, for example, which is permanently

Shop Concept topic
Shopping Centres
Photo: Klaus Bossemeyer / Agentur Bilderberg

With its 12 vast frescoes, the Galerías Pacífico in Florida Street in Buenos Aires looks
like a shopping cathedral. The historic building now houses brands like Tiffany’s, Polo
Ralph Lauren, Christian Lacroix, Christian Dior, Lacoste, Cacharel, Hugo Boss. What a
contrast to the ultra-modern Westside shopping centre near Bern, also the work of
Daniel Libeskind!
“In order to have your finger on the pulse every day, and to get these innovative concepts into a fully-occupied and successful
feedback every day if possible,” a shopping centre should have shopping centre. A good deal of sensitivity will be required.
the spirit of retail in its genes. At SES, with Spar and the associ-
ated retail experience forming the background, this is certainly The space requirements of sector leaders, for example in
the case. “For us, centres are not short-term speculative prop- sports or book retail, continue to increase modestly (“exper-
erties, but the emphasis is on sustainable quality,” says Wild. tise needs space”). On the other hand, variety is also required,
The same also applies, incidentally, to ECE, where the corporate because customers like to have a choice between large and
structure also means that the company is firmly anchored in the small shops, or between big brands and no-name prod-
retail business. And so it is no coincidence that ECE and SES ucts. And the occasional local hero can have an invigorating
plan to develop activities on the Italian market as partners in the effect too.
form of a joint venture.
Sustainability as a matter of necessity
Name before size
Sustainable development and the sustainable operation of shop-
The “right” blend of tenants remains an essential factor in the ping centres are increasingly being transformed from being a
success of a shopping centre. This starts with the anchor ten- cost factor to becoming a matter of necessity. Sustainable prop-
ants. These were formerly virtually always a consumer market, erty development in the shopping-centre sector is becoming a
large-area sector leaders or department stores. Today it is also standard for investors, project developers, tenants and custom-
a matter, above all of big, attractive names which should not be ers. “The greatest degree of sustainability can be found at the
missing from the cast list. Brands like Apple, Hollister, De igual outset if a shopping centre is in the right location,” observes
or tomorrow’s shooting star, still unknown today, will turn a Marcus Wild, well aware that the subject has many aspects. In
shopping centre into a conversation topic. For this reason, it is any case the SES-Center Europark, Q 19 in Vienna-Döbling and
imperative to recognise innovations and developments in retail ATRIO in Villach have already secured numerous international
and allied fields as early as possible. And once they have been awards when it comes to sustainability, including the ICSC
won over as tenants, it is an additional challenge to incorporate ReSource Award 2008.

Shop Concept Topic
Shopping Centres
Shopping Centres: New openings and rebuilding projects 2011/2012 (Selection: Germany and Europe)
New opening/
Centre Centre type Shops Area in m2 Date of opening
rebuilding etc.
Überseequartier, Hamburg Shopping centre 150 40,000 New 2010/2012
RATIO Land, Baunatal Shopping centre 60 35,000 New Spring 2011
Hofgarten, Solingen Inner city centre 70 30,000 New Spring 2011
Allee-Center, Essen-Altenessen City district centre 80 20,000 Rebuilding Spring 2011
A10 Center, Berlin Regional centre 200 66,000 Rebuilding Spring 2011
Rheinpark-Center, Neuss Regional centre 140 37,300 Revitalisation Spring 2011
Altmarkt-Galerie, Dresden Inner city centre 200 44,000 Extension Spring 2011
Opel-Forum, Rüsselsheim Inner city centre 140 36,500 New Summer 2011
Thier-Galerie, Dortmund Inner city centre 150 33,000 New Autumn 2011
Königsgalerie, Duisburg Inner city centre 50 20,000 Rebuilding/ new Autumn 2011
Main-Taunus-Zentrum, Sulzbach Regional centre 170 91,000 Extension Autumn 2011
Kö-Galerie, Düsseldorf Inner city centre 90 20,000 Revitalisation Autumn 2011
Árkád Szeged, Szeged (HU) Inner city centre 130 40,000 New Autumn 2011
TerraCity, Antalya (TK) City district centre 140 48,000 New Autumn 2011
Bahnhofcity Wien West (A) City district centre 90 17,000 New Autumn 2011
Galeria Kaskada, Stettin (PL) Inner city centre 140 43,000 New Autumn 2011
Nikea Park, Larisa (GR) City district centre 110 28,000 New 2011
Erlenmatt-Galerie, Basel Inner city centre 70 27,000 New 2011
Le Terrazze, La Spezia (I) City district centre 107 38,460 New November 2011
Gropius Passagen, Berlin-Neukölln Inner city centre 180 80,000 Revitalisation 2011
Glacis Galerie, Neu-Ulm Shopping centre 105 25,000 New Early 2012
Arneken Galerie, Hildesheim Inner city centre 90 27,000 New Spring 2012
Boulevard Berlin, Berlin Inner city centre 180 81,000 New Spring 2012
Quartier am Markt, Recklinghausen Inner city centre 90 30,000 New Autumn 2012
Forum Mittelrhein, Koblenz Inner city centre 90 20,000 New Autumn 2012
Neuer Markt, Neumarkt Inner city centre 45 27,000 New Autumn 2012
Höfe am Brühl, Leipzig Multi-functional centre 130 44,400 New Autumn 2012
Centrál, Bratislava Inner city centre 140 33,000 New Autumn 2012
Citti-Park, Lübeck Shopping centre 50 30,000 Extension 2012
(Source: German Council Magazine)
The ECE has even initiated its own research project in the London, Las Vegas, Astana
field of sustainability. After a year of intensive research the
University of Karlsruhe and the ECE presented the first com- With regard to the quality of its shopping centres, Europe has
prehensive book on the subject of sustainability for shopping clearly overtaken the USA. In recent years virtually no new shop-
centres at the Expo Real. It addresses the six main subject ping centres have been completed in the USA which attracted
areas Ecology, Economy, Social and Functional Aspects, the attention of European trend scouts. One exception is the
Technology, Processes and Location in the form of 42 sus- Crystals Shopping Mall at CityCenter in Las Vegas. Designed by
tainability criteria. Of course the ECE also puts these criteria Daniel Libeskind and other high-profile architects, it is a mixed-
into practice in its daily work. use project of gigantic dimensions. The mall is reserved exclu-
sively for luxury brands; you will search in vain here for a casino
Shopping centre density in Europe or gift shops. And that is very atypical of Las Vegas. Instead,
(per m² per 100 inhabitants) the entire mall is dominated by pure elegance. An architectonic
highlight is the modern interpretation of the Spanish Steps in
Sweden
Rome. Thanks to the Westfield Mall, London has become one of
Estonia
the prime addresses in Europe when it comes to shopping cen-
Denmark
tres. And the British capital will continue to improve its image
Austria
on the shopping scene in view of the forthcoming Olympic
Switzerland
Games in 2012.
Slovenia
Finland
Project developers like ECE and SES are cautiously but deter-
Lithuania
minedly expanding their core markets. Further engagements are
Portugal
ultimately dependent on the approval practices in the countries
Spain
concerned. “We go to those places where the basic conditions are
0 10 20 30 40 50 60 70 right,” insists Klaus Striebich. In addition to the co-operation with
(Source: RegioPlan Consulting) SES in Italy, ECE will also be moving into the Spanish market.

Shop Concept topic
Shopping Centres
Khan Shatyr was built by SML Construction

The most spectacular shopping centre project has been completed in Astana
(Kazakhstan). Looking like a spaceship, the centre, designed in the form of a tent,
hovers in the Kazakh night sky. The creator of this amazing structure is none
other than star architect Norman Foster.
The situation within the CEE area is becoming less fraught. 2010. A transparent tent construction measuring 150,000 m²
Countless projects were brought to an abrupt halt by the crisis. forms the framework for this landmark, which is visible from
Now the cranes are operating again on many of the building afar. Covering an area the size of ten football pitches, the tent is
sites. In many cases the crisis was like a thunderstorm which 150 metres high and contains on five floors a shopping centre,
has cleared the air. “The soldiers of fortune have disappeared; gastronomy oases and a luxurious spa including a swimming
these days projects are being developed in a highly profession- pool with sand from Malaysia. It is claimed that so many guests
al manner,” says Reinhard Winiwarter of the Vienna Location invaded the tropical setting during the first days after it was
Marketing Agency, an expert when it comes to Eastern Europe. opened that since then an entrance fee has been charged in
“However, the markets must be seen in a differentiated manner order to be able to cope with the number of visitors.
because each country operates in a different way,” he warns.
In any case, things are definitely booming again in the gigantic
shopping temples in and around Moscow. “The Russian bear
is dancing again,” comments Mag. Arndt Traindl from Retail
Branding, a consultancy firm with good contacts in Russia.
It goes without saying that the BRIC countries – Brazil, Russia,

India and China – will also play an important role in the shopping
centre business in the medium term. In the Far East, for example Links: www.ig-immobilien.com
in Hong Kong, Singapore and Kuala Lumpur, there are already a www.across-magazine.com www.khanshatyr.com
number of first-class prestige projects. And interesting shopping www.acsc.at www.rankmalls.com
centres have also recently been opened in Poland and Turkey. www.ece.de www.scsc.ch
www.gcsc.de www.ses-european.com
The Khan Shatyr shopping and entertainment centre in Astana, www.gma.biz www.sma-austria.at
the capital of Kazakhstan, is particularly unusual and spectac- www.icsc.org www.wu-wien.ac.at/retail
ular. It was planned by Norman Foster and opened in summer

On the Umdasch and Assmann stand:
Treats à la carte at the

EuroShop
Umdasch Shop-Concept and Assmann Ladenbau will be presenting their products and services under the
motto “A la carte” at the EuroShop in Düsseldorf from 26 February − 2 March 2011. The two core brands of
the Umdasch Shopfitting Group promise guests of the world’s leading shopfitting trade fair a very special
menu of pioneering trends, entertainment and culinary pleasures. These treats will be served in Hall 12 by the
shopfitting professionals of Umdasch and Assmann and starred chef Sarah Wiener.

Shop Design Text
EuroShop Sonja Scheidl
“Excellent cuisine and successful “Sustainability and economic

shops have much in common,” efficiency are not contradictions.
observes Helmut Neher, Executive That is what we shall be showing
Director of Umdasch. at the EuroShop,” comments
Claus Schmidt, Managing Director
of Assmann.
“There are a number of obvious similarities between excellent and offering guests exciting glimpses of the world of gourmet
cuisine and successful shops. In both cases carefully select- pleasures. The undoubted highlights will be the two gourmet
ed ingredients, creative recipes and professional preparation evenings to be held directly at the stand.
lead to unique results. Cooking wins people over, and so does
inspiring product presentation. Those were the ideas behind our Sustainable shopfitting and professional project
EuroShop concept,” explained Dipl.-Volkswirt Helmut Neher, management
the Executive Director of the Umdasch Concern who is respon-
sible for the shopfitting section. The focal point of the stand, Of course, visitors can also expect to find à la carte quality when
which will cover an area of about 800 m², will therefore be a it comes to shopfitting. Umdasch and Assmann will present
spacious communication area with a “Cooking Arena” in which their current products and service modules in an attractive way
guests will be plied with culinary specialities as well as first- within the two theme areas. One of the major focal points at
hand information. Assmann Ladenbau will be the subject of sustainability. Indeed,
the slogan “We fit out shops. With Responsibility” seems all
On all five days during the fair, Sarah Wiener and her team will the more credible with the current certification according to
be presenting a daily cookery show at 1.30 p.m. The starred ISO 14001:2004. In concrete terms the company will be pre-
chef, famous for her authentic approach, will be passing on tips senting its “Green Shelf”, the shelf with the smallest ecological
The floor area of the stand provides a good overview of the individual contributions of Umdasch and Assmann at the EuroShop.
The main focus of attention is provided by the “Cooking Arena,” in which specialities of various kinds will be served.

Shop Design
EuroShop
Star chef Sarah Wiener will serve

gourmet treats à la carte at the
Umdasch Shop-Concept and
Assmann Ladenbau stand at the
EuroShop.
footprint. Shelves for this system are made of “green materials”

such as wood, bamboo, cardboard, banana stalks and reeds.
The “Smart Shelf” on the other hand fulfils in a light-hearted Wood, bamboo, cardboard, banana stalks and reeds are some of the
shelving options for the “Green Shelf” by Assmann Ladenbau. On view at
manner the consumer’s demands for product transparency. The the EuroShop in Düsseldorf.
product information is mounted on the product in the form of a
2D code and can be called up at any time on a display or moni-
tor in real time. A further innovation is the programme “Fino”, a logistics partner for national and international rollouts for famous
presentation system for high-quality food and non-food ranges companies. The 2011 programme of the Umdasch Shop Acad-
on the basis of the ALL4One family. Its organic forms, concave emy will also be presented; the latter has established a repu-
and convex shelf shapes and backlighting using LED technol- tation as a highly specialised institute of further education for
ogy make it a very attractive product. the retail sector. Amongst the highlights are without doubt the
shop expeditions “Laden-Dramaturgie LIVE!” (Shop Dramaturgy
The enormous importance of professional project management LIVE!), which will be heading for Shanghai and Las Vegas in 2011
in modern shopfitting is dramatically presented in the Umdasch and in 2013 even “In 18 Tagen um die Welt” (In 18 Days around
Shop-Concept area. In fact, in addition to its role as an interna- the World). Furthermore, the “Ladenbau- und Laden-Marketing-
tional shopfitter, the company has also developed into a reliable Lexikon” (Encyclopaedia of Shopfitting and Shop Marketing),
The spacious entrance area to the stand of Umdasch and Assmann at the EuroShop.
In the design of the stand emphasis was laid on the use of sustainable materials.

Shop Design
EuroShop
“HangingFrame” is one of the new systems presented by Umdasch Shop-Concept at the EuroShop. Thanks to its understated elegance it is especially
suitable for the presentation of exclusive ranges in the fashion and accessories sector.
published by the Umdasch Shop Academy, will be presented it particularly suitable for the presentation of exclusive ranges in
punctually to coincide with the EuroShop. the fashion and accessories sector.
A further contribution is devoted to the presentation of the serv- Italian Delicacies by AlGate
ice modules “Brand Strategy”, “Brand Design” and “Store Plan- Reduced to the essentials but distinguished, noble and elegant,
ning” by ShopConsult by Umdasch. The team of the consultancy with an exclusive finish – like Italian fashion. This system is also
firm consists of 30 experts from various disciplines located in a good example of variability. It consists of a moulded aluminium
Germany, Austria and Switzerland. Thinking and working within structure and can either be fitted with back elements or used as
a network is part of the daily routine for the ShopConsult staff. an open framework.
EuroShop Première: HangingFrame, AlGate, StackEasy A Taste of Japan by StackEasy

The elements of this system are simple, geometrical and un‑
Umdasch Shop-Concept will be introducing three new systems adorned. Combined together they offer a wide range of solutions –
disguised as further exclusive ingredients, and therefore emo- as in the culture of Japan. The core idea of StackEasy could not
tionally linked to the fair motto. With a touch of humour they be simpler. With the help of universal mounting sockets, legs and
have been allocated to the world of culinary pleasures: spacing tubes can be mounted onto wood and glass panels.
A principle that permits the design of a wide variety of table
Indian Flavour by HangingFrame forms.
HangingFrame appeals with lightness. Compared with classic
floor-based shelving systems it is very exotic – like Indian cui- The systems on display also demonstrate the skills and tech-
sine. The system creates new nological possibilities of
scope for shop design. The Umdasch Shop-Concept
shelving frames are affixed in the field of brand and
to tracks on the ceiling and project-specific system
can be freely positioned development. And that, in
within the shop space. This addition to project manage-
means that HangingFrame ment, is one of the major
can be used in particular for topics in shopfitting.
Carefully selected ingredients, creative recipes and professional
the design of focal points. Its preparation produce unique results – in cooking and in shopfitting.
understated elegance makes That is the message at the Umdasch stand at the EuroShop.

Shop Design
EuroShop
The new Umdasch system AlGate is a good example of variability. It consists Variety is the common element linking the StackEasy table programme to
of a moulded aluminium structure and can be used either with or without Japanese culture.
back elements.
Lighting accents by Philips provide an even overall lighting which, together with the strip
lights providing backlighting for areas of translucent concrete
The subject of lighting is of enormous impor- and wood, ensure that the shelving and shopfitting systems
tance in shop presentations, but it is also stand out clearly from their surroundings. In the entrance and
essential for a successful trade fair pres- event areas modular lights with innovative LED technology, con-
entation too. Umdasch has joined forc- cealed in the reception desk, the bar and the show kitchen, cre-
es with Philips as a lighting partner ate subtle but attractive islands of light which attract visitors’
for the EuroShop. Apart from the attention.
basic lighting, lighting solutions
have been developed which Professional performances in various disciplines
reflect the trends in pio-
neering shop lighting. The EuroShop presentation of Umdasch and Assmann was
On the one hand it was developed by the Hamburg-based design agency Syndicate,
To emphasise
the clean lines of
a question of underlin- which was the successful winner of an international ideas com-
the stand architecture, ing the clean lines of petition. The design professionals at Umdasch and Assmann
Philips used the LED-based
eW Cove Powercore cove
the spacious stand were responsible for planning the specific theme contributions.
lighting. architecture. This has Apart from Philips, further famous partners were involved in
been achieved along the the realisation of the stand. These included, for example, Neff
open long sides by means of an LED-based cove lighting which (kitchen equipment), Procedes (gauzes), Team 7 (custom-made
traces and heightens the contours of the stand architecture. On natural wood furnishings in the central area) and terHürne
the two shorter sides, by contrast, a homogenous, overall light- (parquet flooring).
ing effect using linear uplights provides additional accents on the
diagonally positioned logo walls which are covered with trans-
lucent gauze. This provides the overall structure of the stand Links:
with more transparency on the closed sides and thus permits www.euroshop.de www.philips.de
tantalising glimpses of what is happening inside the stand. www.a-la-carte.cc www.procedes.de
www.umdasch-shop-concept.com www.team7.at
At the same time it was important to direct the attention of the www.assmann.at www.terhuerne.de
fair visitors inside the stand specifically towards the fair high- www.shop-consult.com www.neff.de
lights and services. To this end the linear, steerable wallwashers

SHOP Report Text Photos
Haas – SCS and PlusCity Reinhard Peneder Manfred Aigner
Wolfgang Pelz in conversation with SHOP aktuell: “We combine the range of
products of the big stores with the service found in the small ones”.
The pyramids in the

electrical pond
The bankruptcy of the Cosmos specialist chain stores at the beginning of 2010 resulted in a re-shuffling of the
cards in the electrical goods retail sector in Austria. The Media-Saturn group was the winner in the race for
the 17 former Cosmos locations (and staff). The market share of the company must represent approximately
one-third of the total turnover of some 4 billion euros. Two choice locations, however, went to Haas, which
with its service-oriented specialist market north of Vienna already had a reputation as the “pike in the carp
pond” of the Austrian electrical goods retail market.
In autumn 2010, Haas opened two stores with sales areas of our expansion would certainly have been difficult,” observes
some 5,000 m² on the former Motor City site of the Shopping Wolfgang Pelz, Managing Director of Haas, who acquired the
City Süd on the southern outskirts of Vienna and in PlusCity electrical goods retailer five years ago together with Josef Gass
west of Linz. Both are prestigious locations in or near success- and Martin Pohl within the framework of a management buy-
ful shopping centres with a high purchasing-power clientèle out. With the two new locations the turnover is expected to
in the catchment area. “Without the bankruptcy of Cosmos double to over € 100 million. This represents a market share

SHOP Report
Haas – SCS and PlusCity
As in the headquarters in Seyring, the Haas concept in PlusCity also operates on two levels.
The panorama picture shows clearly the straightforward store structure and the low-level furnishings in the centre of the store.

SHOP Report
Store
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Infobox
is the only remaining trans-regional retailer since the chain
stores Niedermeyer and Hartlauer are really “local suppliers”. Locations: Areal Shopping City Süd, Vösendorf near
And so are the 900-odd retailers of Redzac, Electronicpartner Vienna and PlusCity, Pasching bei Linz
and Expert as well as more than 2,000 independent retailers.

Contact: www.haas-el.at
A unique concept No. of floors: 1 (SCS) / 2 (PlusCity)
Sales area: each approx. 5,000 m²
Founded in 1968, Elektro Haas originally established itself as Opening: September (SCS) / October 2010 (PlusCity)
a chain store in the Vienna region; in 2000 came the transfor- Sector: Electrical goods
mation to a trans-regional retailer (“Expertise needs space”). Planning: Ing. Franz Heinzl and Ing. Gerald Haider
However, until recently the main store, also with a floor area (both Umdasch Shop-Concept)
of some 5,000 m² and occupying the eye-catching pyramid Shopfitting: Umdasch Shop-Concept Amstetten
in Seyring near Vienna, stood alone. The attractiveness of the Shopfitting systems: Umdasch systems and project-specific
store was improved constantly and with great success; it was developments
last re-designed in 2007. The unique concept of an advice and Lighting: Zumtobel
service-oriented specialist market has now also been trans-
ferred to the SCS and PlusCity locations. “We combine the
range of products of the big stores with the service found in
the small ones”, is how Wolfgang Pelz explains the concept in The white goods ratio in the high-turnover range lies at 45 per-
his own words. This is how the company aims to distinguish cent. Haas offers its own installation service with carpenters
itself from Media-Saturn. and electricians as well as an equipment rental service. These
are all details which ultimately appeal especially to the 50-plus
Uncompromising customer-orientation is the order of the day. generation with their high purchasing power. Wide gangways,
The focus lies on branded goods and specialist retailer ser- a good overview, a congenial ambience and friendly and well-
vice; a total of some 40,000 articles are available for purchase. trained staff also contribute to ensuring that visitors feel at ease

SHOP Report
SAT
Television Entertainment electronics Television
Video
Accessories
Television
Car HIFI
MP 3 Bose
Entertainment SKY
electronics HIFI
LOEWE
Studio
Customers’ restaurant
LERY Store
GAL
Drinks Household appliances
Built-in appliances
Dyson
Show kitchen
Laundry appliances
Kitchen appliances
The third Haas pyramid stands on the Shopping City Süd site as a spacious This is how the Haas pyramid in PlusCity functions. The pyramids have now
entrance for a 5,000 m² sales area on a single level. found their way into the logo too.
here. And the customer restaurant caters to the overall well- and Ing. Gerald Haider and their team made further improve-
being. An upgrade across the board, in fact. ments to the plan developed for Seyring in 2007. While it was
possible to plan across a single level at SCS, at PlusCity it
The little tricks of product presentation was necessary to adapt the concept to two floors. For each
department product-specific “settings” were created, and
As shopfitting partner Wolfgang Pelz once again called on the product-specific advantage for the customer was under-
the services of Umdasch Shop-Concept. Ing. Franz Heinzl lined by the form of the presentation or additional visual

SHOP Report
This is what white goods look like if they are presented in a cosy atmosphere.
information. For many articles special units and shelving were customer’s right to this advice is strikingly demonstrated by
developed to enable the customer to get hold of them, also the clearly marked advice centres. The carpeted floor makes
literally. Emphasis was placed on tidy electrical cables on the for a cosy atmosphere, together with soft shades of beige and
presentation units. Order and functioning appliances are thus wood surfaces in Cordoba olive. The lighting design is based
guaranteed even at peak times. on LED units and supports this concept. The lighting mood
can be adjusted by department or seasonally to achieve the
Particularly noticeable in the Haas stores are the low-level desired mood.
units in the centre of the store. This facilitates orientation for
customers and allows them to “navigate efficiently” (a major Worth a story in itself is the record speed with which these two
factor in ensuring that they feel at ease). But the generous projects were executed. In the SCS it took just four months
overview is useful for the staff as well, because the advi- and three weeks, including the alterations to the building. “We
sor can be on the spot quickly whenever he is needed. The only achieved this remarkable feat because we had such a
Special presentation solutions were developed for numerous articles. Here are
some of these stars of professional product presentation.

SHOP Report
The prominent advice centres indicate the customer’s right to first-class service.
fantastic team at our side,” says Wolfgang Pelz. At PlusCity it pyramids within a shopping centre like PlusCity. The solution
was a similar story; Haas was only offered the location on the was found in the form of an elegant entrance portal. Here it
Tuesday after Easter. can be seen that the pyramids have now also found their way
into the new Haas logo. And Wolfgang Pelz is secretly think-
Pyramids as a landmark ing about where there might be room for more pyramids in the
Austrian retail landscape.
Pyramids have become the trademark of Haas. In Seyring the
entire building complex consists of two pyramids which are
visible from afar, while the third pyramid (“only slightly smaller
than the Pyramid of Mykerinos, the smallest of the three great
Egyptian pyramids of Giza”) now forms the spacious entrance
to the SCS. It was somewhat more difficult to find space for the

Shop Panorama
Möbel Hubacher [1]
17 top shops at first hand

To mark the EuroShop, SHOP aktuell presents the new openings of the past months in an exceptionally extensive
Panorama section. On the next 22 pages you will find 17 top shops from nine countries. Through the presentation
of these shops we aim to show current trends in store branding, architecture, shop and lighting design and visual
merchandising.
Nr. Project name Location Country Sector/Range Page(s)

[1] Möbel Hubacher Rothrist Switzerland Furniture 26
[2] Intersport Ebyl Hohenems Austria Sports 27
[3] Kastner & Öhler Graz Austria Fashion department store 28 – 29
[4] Niketown London United Kingdom Sports 30 – 31
[5] Stockmann Helsinki Finland Department store / food 32
[6] Swisscom Aarau Switzerland Telecommunications 33
[7] Billa Corso Vienna Austria Food 34 – 35
[8] Nico Castenedolo Italy Textiles / shoes 36
[9] Thalia Dorsten Germany Books 37
[10] Hannspree London United Kingdom Electrical goods 38 – 39
[11] Blue Tomato Vienna Austria Sports 40
[12] Eric Bompard Paris France Fashion 41
[13] Pharmacie Riat Delémont Switzerland Pharmacy / health & beauty store 41
[14] Esprit Frankfurt Germany Fashion 42 – 43
[15] Orex Budapest Hungary Watches / jewellery 44
[16] Coop City Zurich Switzerland Department store / shoes 45
[17] Dublin Airport Terminal 2 Dublin Ireland Travel retail 46 – 47
Möbel Hubacher
Room for accents
Infobox
Location: Rössliweg 43
4852 Rothrist
Switzerland
Contact: www.moebel-hubacher.ch
Sales area/ no. of floors: 35,000 m² / 5 (total), 4,500 m² / 1
Opening: October 2010
Sector: Furniture
Planning: ShopConsult by Umdasch, Switzerland
Shopfitting: Umdasch Shop-Concept, Switzerland
Shopfitting system: Classic & brand-specific
development
Lighting: Finnor Project
Floor: Fetaxid
Möbel Hubacher presents across

4,500 m² everything needed to set
accents in your house or
apartment in what is currently the
largest home furnishings boutique
in Switzerland. The new concept
charms visitors above all with the
clear routing system through the
shop, which leads customers from
one inspiring product presentation
to the next.

Shop Panorama
[2] Intersport Eybl
Intersport Eybl
Authentic lifestyle worlds
The premium sports retailer Intersport Eybl stands for com-
petence in the breadth and depth of its product range as well
as high quality in both advice and service. Eybl operates 10
megastores and 15 shops throughout Austria. In order to
strengthen its presence in the west, the company opened a
sports store in Hohenems/Vorarlberg. It employs a new life-
style concept that subdivides the POS into individual worlds
of experience (Outdoor, Fashion, Fitness…). The entire store
was optically darkened through the use of floor, wall and
furniture design, which focuses attention on the spotlighted
products.
Infobox
Location: Lustenauerstrasse 125 A

6845 Hohenems
Austria
Contact: www.eybl.at
Sales area/no. of floors: 3,047 m² / 2
Sector: Sports
Planning: Umdasch Shop-Concept Planning &
Sales Office, Traun; Intersport Eybl
Shopfitting: Umdasch Shop-Concept, Austria
Shopfitting system: Classic, Quadra, Independent
Lighting: Zuchna & Taferner
Authentically staged experience zones make Eybl in Hohenems into a new top
address in Austrian sports retailing.

Shop Panorama
Kastner & Öhler [3]
Kastner & Öhler

Fashion house with world flair
From department store to and presentation. As soon as customers enter the 35-metre-
Fashion Department Store high atrium with its rounded arches, loggias and white-and-gold
− the story of Kast- stucco pillars they are caught up in the spell. Architectural fea-
ner & Öhler, found- tures of the building dating from 1913 have been renovated with
ed in 1873, can be loving attention to detail. Tradition and modernity meet in the
summarised in just new K&Ö. The highlights include the top floor with its “sloping
a few words. Today architecture” under the roof and a 360-degree city panorama as
the family-owned well as the brilliantly staged theme and brand worlds.
corporation, which
also includes the “Gigasport” sports chain, operates 47 locations Infobox
in Austria, Slovenia, the Czech Republic and Slovakia. The heart
Location: Sackstrasse 7 – 13
of the enterprise remains, however, the company headquarters 8021 Graz
in Graz. After a rebuilding project which took three years and Austria
which was carried out in stages, K&Ö opened the doors to the
Contact: www.kastner-oehler.at
entire store for the first time on 20. 10. 2010 – a date chosen to
Sales area/ no. of floors: 40,000 m2 / 8
permit plenty of advance publicity. Kastner & Öhler presents the
biggest fashion selection in Austria across a sales area of 20,000
m². More than 500 brands from Armani to Zegna radiate inter- Sector: Fashion department store
national flair. The extensive product range in the main store is Planning: Blocher Blocher Partners
complemented by perfumery, cosmetics, accessories, lingerie, Shopfitting: Umdasch Shop-Concept, Austria;

Ganter Interior; Schlegel; Lauinger
home accessories and a shoe department. Ladenbau
Lighting: Vedder Lichtmanagement (Planning)
K&Ö need not fear comparison with top stores in international
In-store decoration: Dioma
fashion metropolises, not only with regard to the range of prod-
ucts, but also as regards the architecture, visual merchandising
Not the individual brands but the style worlds, authentically presented with first-class product images and decorative elements, form the focal point of the
Fashion Department Store.

SHOP aktuell 109 Photo: Bernd Kammerer/Blocher 29
Blocher Stuttgart
umdasch shop-concept
Shop Panorama
Niketown London [4]
Niketown London
Brandland no. 1
In the Niketown stores the sports article giant Nike’s inimitable of experience. A glimpse at the recently completed second
feeling for innovation and staging are demonstrated to good and third floors of the Niketown in London shows a consistent
effect. New marketing strategies are tested and pioneering approach in the selection of materials. Black metal sheeting,
trends set. The Niketown concept was born in 1990 in Port- painted to retain its natural colour, and stained antique-look
land. Today about a dozen brandlands are among the stars of oak surfaces have been employed. Many details such as, for
the international retail stage. The re-opening of the Niketown example, basketball lines on the wall and tables with artificial
in London in October 2010 attracted worldwide attention. grass surfaces allow the visitors to immerse themselves in the
For more than a decade the building at Oxford Circus has individually designed sports worlds.
been a magnet for the general public. The complete rebuild-
ing was carried out in stages; together with the fourth sales Infobox
floor which has thereby been created, it has transformed the
Location: Oxford Circus
Niketown in the British capital into the biggest and thus the London W1N 9DS
most important Nike store in the world. The rebuilding forms UK
part of an ambitious expansion strategy.
Contact: www.nike.com
The US sports article concern demonstrates the current state
of the art in the fields of design and branding through uncom-
promising staging and regular transformations of its worlds Sector: Sports
Planning: Nike Global Brand Design, HMKM
Shopfitting: Umdasch Shop-Concept, UK
Shopfitting system: Carré & brand-specific development
Lighting: Nike Brand Design
Umdasch Shop-Concept is responsible for the entire shopfitting in what is now the
world’s biggest Nike store in London. The attitude towards life of the various sports
disciplines is conveyed in an impressive manner.

Photos: Factory 311
Shop Panorama
Stockmann [5]
Stockmann
Delicatessen with a new look
The headquarters of Stockmann, the traditional Finnish firm in
the heart of Helsinki, offers everything that makes up a depart-
ment store: fashion, cosmetics, books, stationery & office
supplies, pharmacy, banks… The biggest department store in
Scandinavia was modernised and extended in stages over the
past four years. To add the finishing touch, the delicatessen
department in the basement now shines in new splendour. In
addition to an extensive range of fresh and high-quality foods,
new zones were created to house theme-related cuisine and
seasonal specialities. Mid-store units on wheels ensure flex-
ibility in the product presentation.
Infobox
Location: Aleksanterinkatu 52
00381 Helsinki
Finland
Contact: www.stockmann.com
Sales area/ no. of floors: 50,000 m² / 8 (total),
3,700 m² / 1 (Delicatessen)
Opening: September 2010
Sector: Department store / food
Planning: Stockmann Delicatessen
Shopfitting system: Brand-specific development
Oak stained and coloured with different finishes, dark grey faced chipboard
and elements in matt and shiny chrome provide a varied appearance.

Shop Panorama
[6] Swisscom
Swisscom
Pilot projects with wellness effect
Swisscom, the leading telecommunications company in Swit-
zerland, shows its true colours in its own shops as well as in
franchise stores. In order to offer its customers a contempo-
rary shopping experience, the company is currently putting the
finishing touches to its new presentation. The aim is to create
a feeling of wellness by combining current design trends and
“Swissness”. Six test shops were launched onto the shopping
world in 2010, including the store in Aarau in August. After fur-
ther pilot projects in 2011, in which different concept variations
will be tested, a country-wide rollout is to follow.
Infobox
Location: Bahnhofplatz 38
5000 Aarau
Switzerland
Contact: www.swisscom.ch
Sales area/ no. of floors: 75 m² / 1
Opening: August 2010
Sector: Telecommunications
Planning: instinct laboratory
Lighting: Delta Line & Light
In the design of the test stores, particular attention is paid to an exclusive

blend of materials (including stone, Corian and oak veneer), a feeling of
wellness and sophisticated security technology.

Photos: REWE Group/Billa
Shop Panorama
[7] Billa Corso
Billa Corso
Exquisite temple of gourmet
pleasures
Billa is the largest retail organisation within the Rewe Internation- domed rooflights and pillars were restored. Baroque wallpa-
al AG, an umbrella concern which also includes Merkur, Bipa, per patterns and chandeliers recall the history of the build-
Adeg and Penny. With some 1,000 branches, Billa positions itself ing. A high-end material mix creates an exciting interaction
on the Austrian home market as “Supermarket No. 1”. The com- between tradition and modernity.
pany recently became the talk of the town with the opening of
a new flagship store in the venerable Herrnhuterhaus in Vienna Infobox
city centre. The new Billa Corso, as the supermarket chain’s flag-
Location: Neuer Markt 17
ship store is called, sets new standards in food retailing when 1010 Vienna
it comes to design and service. In order to make this branch Austria
into a meeting place as well as a temple of gourmet pleasures,
the inhabitants of the inner city were asked about their wishes Contact: www.billa.at
and expectations. The results – which included changing food Sales area/no. of floors: 990 m² / 3
stations, a gourmet area, a gift packaging service and longer Opening: October 2010
opening times – were included in the design of the new Billa Sector: Food
Corso. And the exclusive range of products, from a comprehen- Planning: Billa, Schaberl Artwork,
sive champagne range to Italian delicatessen and the staff, well Assmann Ladenbau
trained in relevant topics and etiquette, are targeted at a high- Shopfitting: Assmann Ladenbau
income, demanding clientèle. Shopfitting system: Europa & brand-specific
development
Lighting: Molto Luce, Zumtobel
Much attention was paid to a careful treatment of the original
architecture of the historic Herrnhuterhaus. Stucco ceilings,
The new Billa flagship store in the Herrnhuterhaus spotlights the history of the location in an impressive
manner and aims to become a new meeting point in the heart of Vienna.

Shop Panorama
Nico [8]
Nico
Shopping-park première
During the past 50 years Nico has developed into one of the
most successful top addresses in northern Italy. With a prod-
uct range that includes fashion, accessories and shoes for
women, men and children, Nico is positioned in the medium
price and quality category. To date, stand-alone shops with
large sales areas near the city were chosen as locations. By
contrast, the store in Castenedolo is the first to be located in
a shopping park. In spite of its large size, the extensive range
is clearly and neatly presented.
Infobox
Location: Via Vulcania 15

25014 Castenedolo (BS)
Italy
Contact: www.nico.eu
Sector: Textiles / shoes
Planning: Umdasch Shop-Concept, Italy
Shopfitting: Umdasch Shop-Concept, Italy
Shopfitting system: Arena Alu, Classic & brand-specific
development
Lighting: Zumtobel
The Nico store concept is based on solid, high-quality furnishings and

attractive design, without losing itself in extravagant details.
Photos: Emanuele Inchingolo

Shop Panorama
[9] Thalia
Thalia
Just like home
Thalia, the Number One in general book retailing in the Ger-
man-speaking region, invites visitors to browse and relax in
its 300 shops. The latest store concept takes up prominent
local features both in the design of the range and in the over-
all design. This also applies to the new bookshop in Dorsten.
Literary aspects of the town have been included in the range
and an event programme tailored to suit the region has been
developed. The bookshop as a whole presents itself as a
world of comfort with a lounge, reading corner, dining room,
living room and children’s room in which the customers will
almost feel that they are at home.
Infobox
Location: Am Markt 4-6

46282 Dorsten
Germany
Contact: www.thalia.de
Sector: Books
Planning: Umdasch Shop-Concept, Germany
Shopfitting: Umdasch Shop-Concept, Germany
Lighting: Umdasch Shop-Concept, Germany;
MyLight
At Thalia in Dorsten the different topics have been staged as if in a private

home.

Shop Panorama
Hannspree [10]
Hannspree
Take One!
Infobox Hannspree is a Taiwanese manufacturer of LCD-TVs and moni-
tors. The company stands for leading technology and distinc-
Location: Westfield, Unit 1068
London W12 7SL tive design. There are virtually no bounds to its creativity − the
UK palette extends from television sets with covers in the shape of
Contact: www.hannspree.com soft toys to monitors integrated into footballs. The company’s
sponsorship of various European football premier league clubs
aims to underline further its positioning as innovative, sporting
Opening: November 2010
and forward-looking. Now Hannspree is conquering the Euro-
Sector: Electrical goods
pean market with its own stores. And so it was a matter of
Planning: ShopConsult by Umdasch, Germany
“Take One!” for the new store concept in November 2010 in the
Complete development: Umdasch Shop-Concept, Germany
Westfield Mall, Europe’s biggest inner-city shopping centre. A
Shopfitting: Umdasch Shop-Concept, Germany rollout in further European capitals is planned.
Lighting: Umdasch Shop-Concept, Germany The Hannspree logo, in gleaming chrome and the CI colour,
and the displays integrated into the pillars characterise the
inviting façade design. Inside the shop, the products are dis-
played to good effect in an understated manner on white pres-
entation surfaces with backlit image pictures mounted above.
The eyecatcher is the branded focus back wall to which the
arching Apple presentation niches are connected. The cylindri-
cal lights and the warm oak woodblock flooring round out the
new presentation. The ceiling height of 4.50 metres heightens
the impression of space within the shop.
The new shop concept of the LCD-TV specialists from Taiwan celebrated its
début in the Westfield Mall in London, where it impresses customers with the
professional execution of the store branding.

Shop Panorama
Blue Tomato [11]
Blue Tomato
Trendy rendezvous
The Styrian board sports and lifestyle specialist Blue Tomato
is a professional multi-channel player. The company’s founder,
Gerfried Schuller, has built up within the past decade the
world’s largest online boarder shop. The huge demand in the
internet from Vienna and surroundings has resulted in the open-
ing of the first store in Austria. With fashionable labels (Burton,
Nixon, Billabong…), trendy design, information terminals and a
lounge, Blue Tomato aims to win over the boarder scene in the
Austrian capital. The special highlight: the airspace linking all
three floors.
Infobox
Location: Neubaugasse 3
1070 Vienna
Austria
Contact: www.blue-tomato.com
Sector: Sports
Planning: Umdasch Shop-Concept Planning and
Sales Office, Innsbruck; Architect: DI
Gerald Diechler
Shopfitting system: Arena & brand-specific development
Lighting: XAL
Floor: ARDEX-Pandomo
White high-gloss furnishings, elements in brushed oak and earth-hued floors

and ceilings are employed in the new Blue Tomato flagship store in Vienna.

Shop Panorama
[12] Eric Bompard, [13] Pharmacie Riat
Eric Bompard
Elegance at the
highest level
Infobox
Location: 31, rue du Bac

75007 Paris
France
Contact: www.eric-bompard.com
Sector: Fashion
Planning: CITTI, Umdasch Shop-Concept,
France
Shopfitting: Umdasch Shop-Concept, France
Lighting: Looom
The extensive range of cashmere

pullovers is presented as if in a
well-stocked library. The shop
design, with its contrast between
the brown fabric walls and white
lacquer furnishings, conveys an
impression of exclusivity and
understated elegance.
Pharmacie Riat
New presentation full
of history
Infobox
Location: Av. de la Gare 46

2800 Delémont
Switzerland

Sector: Pharmacy/ health & beauty store
Planning: Umdasch Shop-Concept planning and
sales office Romandie
Shopfitting system: Classic & brand-specific
development
Lighting: Umdasch Shop-Concept Planning
and sales office Romandie (planning);
RZB (supply)
Pharmacie Riat’s 150 years of

expertise in health matters are
also reflected in the design of
the new sales room. Green-
and-white timelines along the
shelving displays lead through
the history of the town of
Delémont and its oldest
pharmacy.

Shop Panorama
Esprit [14]
In its Frankfurt flagship store, Esprit uses a sophisticated lighting system which provides
individual lighting effects for each of the separate style worlds.
Esprit
The Best of
Over 12,000 points-of-sale with a total area of over 1.1 million m² Infobox
and 1,100 own stores: the figures released by Esprit in the
Location: Zeil 121
summer of 2010 show the importance of the global player in 60313 Frankfurt
the fashion business. Recently the lifestyle brand, which is Germany
listed on the Hong Kong stock exchange, has increasingly
Contact: www.esprit.com
invested in its own shops. The re-opening of what is now the
Sales area/ no. of floors: 3,600 m² / 5
world’s largest Esprit flagship store in Frankfurt guaranteed
smiling faces all round. The location on Zeil, in the immedi-
ate vicinity of the MyZeil shopping centre, is considered an Sector: Fashion
absolutely top address: a “Triple-A location,” as they say at Planning: Corneille-Uedingslohmann
Esprit. The existing store was extended by two additional Shopfitting: Umdasch Shop-Concept, Germany
floors and now offers (except for Esprit Sport Men) the entire Shopfitting system: Carré & brand-specific development
fashion range of the global brand, including all accessory Lighting: Ansorg
ranges. In-store decoration: Ben Hur
The Frankfurt flagship combines in its new store concept the

best aspects of the projects in Hong Kong and New York. It
makes use of puristic-looking metal stands, concrete floors,
red brick walls, dark wood, metal back walls with holes out
of which grow real tufts of grass, glass display cases and openings which provide lines of sight. The façade of the re-
numerous decorative plinths and decorative walls which can designed store has also attracted a great deal of attention.
be varied graphically. All in all it is a presentation which per- As in Hong Kong it employs 14,000 LEDs, which permit an
mits changes to be made at any time. Between the floors are individual lighting presentation.

Shop Panorama
Orex [15]
Orex
Austro-Hungarian splendour
Many Austrians are familiar with the Dorotheum as a pawn-
broker’s shop. However, the long-established firm has also
established itself as a top address for jewellery and watches
under the brand name Dorotheum Juwelier with 28 branches
in Austria. The company expanded into neighbouring Hungary
in 2004 with the purchase of Orex, the leading Hungarian jew-
eller’s chain. A branch of Orex in the main shopping street in
Budapest, the Vaci Utca, was refurbished in autumn 2010. As
in the branches of Dorotheum Juwelier, various constellations
of tables and glass cases serve as the tried and tested means
of presentation for the exclusive items on sale.
Infobox
Location: Vaci Utca 2

1011 Budapest
Hungary
Contact: www.orex.hu, www.dorotheum.com

Sector: Watches / jewellery
Planning: Umdasch Shop-Concept Planning
& Sales Office, Vienna; planning
department, Dorotheum Vienna
While eleven famous watch brands are presented on the lower floor,
on the ground floor customers will find the extensive range of Orex
jewellery (see photo).

Shop Panorama
[16] Coop City
Coop City
Heaven on earth
Coop, the second-largest detail retail company in Switzerland,
encourages the shopping mood in 33 locations with its Coop
City chain of department stores. St. Annahof is a protected
historic building and is one of their most prestigious stores.
The shoe department there has been redesigned and presents
about a dozen famous brands (Högl, Geox, Gabor…). The
most attractive models are literally brought down from heaven
for customers to try. White lacquer women’s and men’s shoes
float down from cloud-like sails on the ceiling. This highlight
makes creative use of the four-metre ceiling height.
Infobox
Location: Bahnhofstrasse 57
8001 Zurich
Switzerland
Contact: www.coop.ch
Sales area/no. of floors: 242 m² / 1
Opening: August 2010
Sector: Department store / shoes
Planning: ShopConsult by Umdasch,
Switzerland
The hovering product presentation, elliptical forms and the decorative oval
framed in high-quality artificial leather characterise the new appearance.

Shop Panorama
[17] Dublin Airport Terminal 2
Dublin Airport Terminal 2

Imposing Loop
Following the expansion of Terminal 1 at Dublin Airport the sense of perpetual movement characteristic of airports. A
(reported in SHOP aktuell 106), the multi-million project ridged band with names of the product ranges on the back
“Transforming Dublin Airport” is now entering the next phase. wall and the low gondolas in the central area help customers
The new Terminal 2 was inaugurated in a ceremony on to find their way through the store.
19 November 2010. The building, covering an area of 75,000 m²,
attracts attention with its glass-and-steel construction, which
floods the interior with plenty of daylight. Its annual capacity
of 15 million travellers means that there is plenty of poten-
tial to be exploited, not least for the shopping areas within Infobox
the new terminal. Immediately beyond the security checks an
Location: Dublin Airport
imposing shopping area unfolds. The new Travel Retail Store, Terminal 2
operated by the DAA (Dublin Airport Authority), is called “The Ireland
Loop”. The name says it all.
Contact: www.dublinairportauthority.com
Sales area/no. of floors: 1,100 m² / 1 (“The Loop”)
The shop design allows for a sophisticated navigation con-
Opening: November 2010
cept. Along the circuit (“Loop”) travellers will
encounter the big international brands in Sector: Travel retail
cosmetics, perfumery and spirits. The ceil- Planning: The Design Solution;
Pascall + Watson
ing elements are backlit with coloured LEDs;
General contractor: P. J. Hegarty
together with the light and dark stone
Shopfitting: Umdasch Shop-Concept, Ireland
floors they support the subtly designed
route guidance. Organic shapes domi- Shopfitting system: Brand-specific development
nate the entire store design and convey
Within a special area the Dublin Travel Retail Store “The Loop” tells the story of the Irish whiskey
tradition as well as displaying select vintages for travellers.

Interview Photo
SHOP Talk Reinhard Peneder Cornelia Suhan
Thomas Grote on the

future of Mexx
On 1 October 2009 Thomas Grote took over his new job as CEO of the global fashion label Mexx in
Amsterdam. Grote had previously played an essential part in 15 years of worldwide growth at Esprit
– most recently as CEO. His new task at Mexx is a huge challenge. After all, it will be a question of
getting the famous label, which in recent years has suffered a one-third reduction in turnover, back on
track. Grote spoke to SHOP aktuell about fashion and cars, the philosophy behind the product range
“Metropolitan Casual” and the brand relaunch.
Thomas Grote was greeted by accolades from the American Benz or BMW. The name simply doesn’t have the right magnet-
umbrella company Liz Claiborne. “Thomas Grote is better quali- ism for that. After all the muddle of the past years, sometimes
fied than anyone else to take on the challenges at Mexx. He is young, then exclusive again, for us “Metropolitan Casual” is quite
a marketing and product-oriented CEO and has a great deal of definitely at the centre of our design development once more.
experience in the retail and wholesale sectors”, was the comment
in a message. The native of Westphalia, now 47 years of age, You made a comparison with cars and you named middle-
gained his first experience in a textile company at home in Stein- class brands – quite intentionally, I am sure. You see your-
furt. His rapid ascent of the career ladder at Esprit began when self positioned in the middle, but that means you want to
he was 25. A short interlude occurred when he joined the fashion be at the top of the middle?
brand “InWear”. In 1996 Grote returned to the Esprit headquarters
in Ratingen to take charge of women’s wear. In 2006 he became Yes. Traditionally, Mexx was always a good brand in the mid-
CEO. And in 2009 came the change from Esprit to Mexx. dle, as we could put it. A brand that wants high sales volumes
but which also provides its customers with a good image and
What are the main reasons when a brand loses its magnet- high prestige. But we are not Prada, we’re not Gucci and we are
ism to the extent that Mexx did? not H&M either. People used to say, irrelevantly, well, anyone in
the middle has a problem. To be honest, I see that quite differ-
In our case the reason was clearly that over the years there ently. We can observe all over the world that the middle class will
had been a marked deterioration of performance. The com- always remain strong. There are enough people who want to pay
pany neglected its target customers and continued to design a fair price, but who are merciless when it comes to demanding
the products that it wanted to sell without any consideration quality. We have to be so good that our quality is comparable
for its target customers; and what is more, the products no with BMW but we only demand the price of a Volkswagen.
longer matched up to the expected quality. I would compare it
like this: if a car manufacturer which is a “Shining Star” today The new purple logo is a very noticeable element in the new
suddenly starts to produce only cars which grind to a halt at Mexx presentation. What does it stand for and what other
the next corner, then the brand will very quickly fail. In the case changes are visible and tangible?
of Mexx, after the exit of the founder Rattan Chadha there was
a gradual loss of product culture, product philosophy and a It is obvious that we have to change our entire business mod-
culture of quality. el as regards product development, organisation, sourcing, in
other words everything surrounding the product itself. The sec-
What is the new target positioning of Mexx as a brand and ond point is that we have to design our image again to make it
where are the biggest changes? fresher, newer, more inviting. Nothing has been done for the past
15 years. There are designer brands which are black or grey.
We haven’t really done anything except to position the brand And then, in the commercial segment, there are Zara and Mexx,
back where it became famous. In the late 1980s and early 1990s and they are black or grey too. And then there is the red group;
Rattan Chadha created the style known as “Smart Casual”, a that includes Esprit, S.Oliver and H&M, which are more casual
combination of leisure fashion and office look. Today we call it brands. And then there are the greens, which means Springfield,
“Metropolitan Casual”, because we decided that “Smart Cas- Benetton etc. And there are blue brands like GAP, Tom Tailor and
ual” is now a term which everyone uses. And Metropolitan is Banana Republic. And I said to myself, really it would be a good
really only a more glamorous word for “City” or for “Smart”. idea strategically if we had a colour of our own. And so we said,
We thought the expression “Metropolitan Casual” was so good the colour of Moustache was blue and the colour of Emmanuelle
because it has not been used until today. But it doesn’t mean was red. And then we said, let’s just mix the two and find a pur-
anything different from our original positioning. I should like to ple colour. Purple is not used very frequently in our retail sector.
draw another comparison with the automobile industry. If Opel And so we decided to take purple as our colour and it sparked
wants to be successful it simply has to build better cars than VW off a huge positive response. And at the same time we made the
and Toyota. The goal is not suddenly to compete with Daimler lettering more dynamic and developed a clear visual language

SHOP Talk
“We haven’t really done anything

except to position the brand back
where it became famous.”
and a clear marketing concept. The current campaign is an Nowadays, if you want to supply and operate franchise stores,
important part of it, in which we communicate our look clearly partnership stores or shop-in-stores sensibly, you need to be a
through good personalities. At the start it was Heike Makatsch. good retailer yourself. And so for the first time we have changed
The feedback is fantastic, the styles from the campaign are sold the entire purchasing and inventory management model in such
out; the products are gone. a way that it is really is focused on efficient use of space for
all 365 days a year, all the year round. What still often happens
How do you translate the term “Metropolitan Casual” in in the industry is that so-called wholesale companies basically
the shop? offer 6 or even 4 collections and they are not geared towards
purchasing patterns. For example, if – as in the past – I deliver
Our starting point was that we said, if we can be “Metropoli- 80 % of my outdoor products, in other words my jackets, in July
tan casual” and our customers look like that, how would our and August, then I can work out that in October or November the
customers live and where would they want to be? And then we products will be old. And then the customer has already seen
throught of the names of metropolises like Berlin, Barcelona and the products 25 times. Or the products are sold out or they have
New York. And from that arose the central idea of the loft, which to be sold at a reduced price, which is even worse. So now we
we have carried through in our new presentation, consistently have arranged things so that our products each month really
and in all its facets, from the solid wooden door at the entrance are organised to suit the retail situation, in line with the sales
to small but important details in the product presentation. curve. And the number of style developments is also governed
by sales. In months when the turnover is high we have larger col-
How intense is the product concentration? lections than in months when it is lower.
Of course there are locations where one has to show more prod- Is there an ideal size for your shops in the case of shop-
ucts and others where fewer products are called for because the in-shops ?
productivity is different. But basically we have 25 items on show
per square metre. Then we are also in a position to achieve a cor- The best size for us to occupy is an area between 400 and 600
responding turnover. Of course the product supply is an ongoing square metres. Then we can stock it with men and women’s
process, that is to say we create 12 collections per year which fashion, accessories and shoes. In absolutely top locations it
are delivered every two weeks. In practice, in fact, every shop could be as much as 1,000 square metres. For franchise shops,
receives new products every week. And if everything is sold by for examples only women’s fashion, even around 200 square
then, then other styles are brought forward to fill the space. How- metres can also be a good size.
ever, we do have a clear zoning system, which means that the
latest products are usually at the front of the store. Then, when
the products are older after a month or so, they move through
the store towards the back.
What does the current sales concept of Mexx look like?

Shop Concept Topic Text Photo: Mexx/Philippi, Brüsselimpressionen,
Store Branding Reinhard Peneder ShopConsult by Umdasch, Cornelia Suhan
Ansgar Hellmich, Vice President Global

Architecture at Mexx: “By adjusting the
various lighting levels we can create a
dramatic atmosphere in our shops.”
Store Branding at Mexx
The relaunch of a
world brand
START 01 STORE CHECK
BRAND STRATEGY
Typical development of a Store Branding Process. (Source: ShopConsult by Umdasch) 02 Market analysis

Shop Concept Topic
Store Branding
The product philosophy “Metropolitan Casual Lifestyle” is the central message at Mexx. A loft ambience provides the ideal stage.
The wooden floors and partially open ceiling are typical.
The fashion label Mexx carried out a wide-ranging brand relaunch in 2010. The new concept was introduced
during the summer in the Rhein Center in Cologne-Weiden. SInce then a number of other shops, including
those in Vienna, Hamburg, Stockholm, St. Petersburg and Brussels, have opened in the new style. The new
presentation is to be gradually transferred to the entire Mexx universe. SHOP aktuell has studied what lies
behind the relaunch and how consistently and professionally the branding has been developed and realised.
03 Target groups 05 Design briefing
04 Product range

Shop Concept Topic
Store Branding
Box shelving is a typical sales unit at Mexx. When cleverly divided up it is ideal for the presentation of accessories.
The real birth of Mexx can be traced back to 1986. That was started his new job in the Amsterdam headquarters of Mexx
when Rattan Chadha amalgamated the brands Moustache in October 2009 (see also SHOP TALK on pages 48/49). He
(men’s and boys’ suits) and Emanuelle (women’s wear), which located the real weak spots in both products and presenta-
had been launched in 1980 with two kisses (symbolised tion. He has brought together a new, dynamic team to man-
by XX), and renamed the brand Mexx. The company expand- age the brand relaunch.
ed rapidly over the next 15 years from its base in the Nether
lands, establishing itself in a number of other countries and “There must be not even a hint of shopfitting”
creating various additional product lines. In 2001 the US
clothing corporation Liz Claiborne took over Mexx Interna- Mexx entrusted the store branding of the new concept to the
tional BV. In 2003 the first Mexx shops were opened in the consultancy firm ShopConsult by Umdasch. The new product
United States. At the end of 2006 Mexx founder and CEO Rat- philosophy laid down the “Metropolitan Casual Lifestyle” (as a
tan Chadha withdrew from the operative business. Not least central statement) and the new CD in the form of a striking pur-
through the withdrawal of Chadha, the product culture, prod- ple which from now onwards will be carried through Mexx com-
uct philosophy and culture quality disappeared. The brand’s munication as a leitmotif. Moreover the new presentation is not
glamour faded. The company turnover collapsed by about to be seen as just any system shop, but as an individual and
a third and was listed for the business year 2009/2010 at very personal boutique with charm. Under no circumstances
US$ 832 million. In this difficult situation Liz Claiborne brought should there be even a hint of classic shopfitting. That, at least,
in Thomas Grote, a proven brand professional, as CEO. Grote, is how Ansgar Hellmich, Vice President Global Architecture at
equipped with wide-ranging powers and a great deal of trust, Mexx, put it.
06 Design idea 08 Store conception
BRAND DESIGN
07 Mood concept 09 Detailed planning

Shop Concept Topic
Store Branding
The actress Heike Makatsch is the face of Mexx in 2010/2011. Her presence
is ideally suited to the style of the Metropolitan Casual collections.
“The new Mexx-Konzept was supposed not to

contain even a hint of shopfitting. And we have
achieved that”, observed Maik Drewitz,
ShopConsult by Umdasch.
“Culture”, “Districts”, “Business Dis-

trict”, “Multicultural” and “Parks”. And
that ultimately led to the image of a typ-
ical New York loft as the central design
idea. “Loft – that is a combination of
traditional values blended with modern
Maik Drewitz developed a special shelving and gondola system for Mexx elements”, added Hellmich. Graffiti as
using water pipes which can also be suspended from the ceiling. Height
adjustment is carried out by means of clamps. well as wood, steel, stone and tiles determine the look. Real
wood flooring of fumed oak, laid in a herringbone pattern, vin-
tage-look wallpapers and numerous decorative details empha-
Negotiating a number of curves but altogether at a tremendous sise the homely character. The sculptural form in the till area
speed, Maik Drewitz and the ShopConsult-Team developed a stands for modern city architecture, the lounge area with its
coherent store design for this strategy in intensive co-operation bright carpeting for multicultural life. The curtains of the chang-
with the Mexx professionals. Derived from the briefing, brain- ing rooms are of theatre fabric, and the massive wooden doors
storming sessions came up with terms like “City”, “Metropolis”, on the façades recall historic buildings.
10 Store book 12 Order lists
11 VISUAL MERCHANDISING 13 POS communications

Shop Concept Topic
Store Branding
A glance at the development of the mood concept shows the meticulous care with which the store branding for Mexx was designed.
Modern urban architecture formed, for example, the background for the design of the till area.
Shelving made of water pipes must also be adaptable to suit the various area requirements.
The size ranges from shop-in-shops, through pure women’s
The design of the sales furniture shows the same attention to fashion shops (approx. 200 m²), full-range shops (approx. 600
detail. The basic product line was developed using water pipes m²) to flagship stores (1,000 m² and more).
which are used either standing or suspended. Clamps are used
to adjust the height. In the accessories area specially designed “In order to ensure that the concept really acquires its own indi-
wire hooks have been used. The tables in the central area, with viduality, a harmonious warmth and atmosphere, we use dif-
the addition of benches, are mobile and can thus be used in a ferent lighting levels in addition to the overall lighting to create
flexible manner. The formats and surfaces vary. Sometimes they an almost dramatic mood. The focus thereby remains on the
are plain and rectangular and sometimes ornate and oval, and products. For example, we focus a spotlight on a T-shirt, which
sometimes they are equipped with light-coloured legs or ribbed then really shines. And then it tails off again a bit before the
glass panels. “Although the project does not look anything next highlight comes”, was how Ansgar Hellmich explained the
like shopfitting now, nonetheless a certain modular approach important lighting concept realised by RZB. The details include
was used when we were planning the units. Because it is also specially created spotlights with a metal shade, clamp lights
important that they can be produced at low cost”, was how with iron flexes and various decorative lighting. Power-saving
Maik Drewitz explained his deliberations. After all, the concept 35-watt CDM lighting is employed.
14 Base estimates 16 Design store
STORE PLANNING
15 Preliminary design store 17 Consent planning

Shop Concept Topic
Store Branding
It is often the many little details in particular which transform an ordinary shop into a loft atmosphere.
In addition to the colour purple with the “dynamised” logo, Broad range of services
in future an appropriate face is also to become a recognition
feature of Mexx. Für the collection 2010/2011 it is the popu- In addition to the development of the brand design, Shop
lar actress Heike Makatsch. Her presence makes her a highly Consult by Umdasch supplied a very wide-ranging palette of
credible representative of the Metropolitan Casual Style. Pho- services for Mexx in the shop planning sector within the frame-
tos of Makatsch adorn the shop windows and shops in promi- work of this store branding process: detailed planning of the
nent positions and she also presents the collection in a manner furnishings, compilation of a store book, detailed design for the
which is sure to encourage sales in the brochure ME+XX. The store, co-ordination of the aroma and lighting concepts, area
styles from the campaign sold out very quickly. Equally posi- planning, quantity calculations for products, drywall construc-
tive are the reactions to the relaunch of the brand as a whole tion, planning of the painting and electrical works, construction
and Mexx will soon be back in the fast lane again. The aim is management of the architectonic works and façade planning.
to return Mexx within the next few years to the position which The shopfitting partner for these projects was Jonas Ladenbau
the brand once occupied: at the head of the European casual in Oberhausen.
and lifestyle brands.
18 Detailed design 20 Commissioning 22 Documentation OPENING
19 Quantities estimates 21 Construction management

Shopfitting
Encyclopaedia of Shopfitting and Shop Marketing
The “Encyclopaedia of Shopfitting and Shop Marketing”,

produced by the Umdasch Shop Academy, is intended to
serve as a useful tool for all those involved in the design
and realisation of shop investment.
The handbook for

retail and shopfitting
professionals
With the prestigious Callwey-Verlag in Munich as partner the Umdasch Shop Academy is publishing the
“Ladenbau- und Laden-Marketing-Lexikon” (Encyclopaedia of Shopfitting and Shop Marketing) in time for the
EuroShop 2011. The publication consists of two main sections and is intended to serve as a useful tool for all
those involved in the design and realisation of shop investment. In the classic encyclopaedia section some
1,000 terms from the fields of shop architecture/shop design, shop lighting, shopfitting, POS marketing and
visual merchandising are explained. The second section contains 28 specialist essays by proven international
experts relating to current topics in the retail and shopfitting sector.
Shopfitting, or shop construction, has always been a complex, as possible. The number of disciplines involved in shop con-
interdisciplinary task. Professionals from a wide range of fields struction continues to grow. Think of new topics such as neuro-
work together in order to design and build as perfect a shop marketing, shop dramaturgy, store branding and multi-channel

Shopfitting
A typical double page in the encyclopaedia section of the “Encyclopaedia

of Shopfitting and Shop Marketing”.
retailing. And then there are the longer-established specialist listed or the umbrella terms for shopfitting systems explained.
areas and trades such as architecture, shop design, shop light- There is also an overview of important events and specialist
ing, business type and location development, project manage- publications for the retail sector. Readers will also find a com-
ment, POS marketing, visual merchandising and of course plete list of the members of the Deutscher Ladenbauverband
shopfitting and shop marketing. Knowledge and information (dlv – German shopfitting network). Overall the book is very
about these specialist fields are mostly conveyed within the attractively illustrated.
disciplines themselves. There are virtually no interdisciplinary
publications. Top-class authors
The “Encyclopaedia of Shopfitting and Shop Marketing” aims In the second part, containing the specialist essays, the occa-
to provide a source of information and assistance with ori- sional controversial topic is tackled. For example, the continu-
entation for all those involved in the planning and execution ously growing influence of online retailing on the bricks-and-
of retail concepts and/ or shop investment. The encyclopae- mortar shopping world or the necessity for combining digital
dia section covers terms from the specialist areas described and physical concepts. Contributions on the subject of shop
above – from “1-A location” to “second public offering”. The architecture come from the two top retail design addresses in
publisher has had the courage to leave certain gaps and con- Germany: Schwitzke & Partner and Blocher Blocher Partners.
centrates above all instead on those terms from the individual And of course the subject of Green Design has been included.
disciplines which are especially relevant for the core subjects The top-class authors, many of whom belong to the network of
shopfitting and shop marketing. For some keywords there are lecturers of the Umdasch Shop Academy, cast light on the vari-
detailed tables providing additional information. For exam- ous topics from their own personal point of view, sometimes
ple the future prospects of selected types of business are contradicting each other. That is certainly the intention of the
presented in a very clear manner, selected retail key figures publisher, in the interests of a lively discussion.

Shopfitting
Retail is synonymous with change, and will continue to be so. In The shop price of the “Encyclopaedia of Shopfitting and Shop
this respect the meaning of terms and topics will change in the Marketing,” produced by the Umdasch Shop Academy and pub-
short to medium term. Therefore the “Encyclopaedia of Shopfit- lished by Callwey, is € 49.95. Subscribers to SHOP aktuell who
ting and Shop Marketing” is not a finished book, but a snapshot of order via the e-mail address shop.aktuell@umdasch.com will pay
a continuous process. It is planned that the encyclopaedia should a special price of € 35.-- (plus VAT, postage and packing). For
be revised every three years, on the occasion of the leading global participants at the events and seminars of the Umdasch Shop
fair of the shopfitting sector, the EuroShop. With the latest terms Academy a special price is also available. The Encyclopaedia is
from the world of the retail and shopping business and with new, currently only available in German.
exciting contributions by international experts.
Authors and essay topics

“Encyclopaedia of Shopfitting and Shop Marketing”
Dr. Katharina J. Auer-Srnka Alfred Fuchsgruber

University of Vienna 11 Freunde, Munich
Shopping Dreams of the Best Agers Effective Strategies against Inventory
Discrepancies and Shoplifting
Dr. Petra Barth Dr. Hans-Georg Häusel

Umdasch Shop-Concept, Amstetten Gruppe Nymphenburg, Munich
Top-Brands Study 2009 – What Women Neuromarketing: What Retailers Can Learn
Really Want… from Brain Research
Dr. David Bosshart And

Dr. Martina Kühne Heiko Hinrichs
GDI, Zürich-Rüschlikon Syndicate, Hamburg
The Story of Unstoring – Offline Shopping 2.0. – A Little Pioneer Spirit,
why shops are no longer Please!
shops
Michael Degen Claudia Horbert

Messe Düsseldorf EHI Retail Institute, Cologne
EuroShop Düsseldorf – the mecca of the Green Design in Shopfitting
international retail scene
Claudia Engel-Hutner Dr. Kai Hudetz

And Christian Göggerle Institut für Handelsforschung, Cologne
Hutner Training, Kronburg Successful Use of Multi-Channel Effects –
Staff as Ambassadors of Opportunities for traditional retailers
their Own Brand
Achim Fringes Dr. Wolfram Krause

Neuromerchandising®Group, Frankfurt dlv – Netzwerk Ladenbau, Würzburg
Neuromerchandising® – Retailing with all Shopfitters in Europe – from Carpenter to
the Senses Global Player

Shopfitting
Angela Kreutz Prof. Dipl. Wi.-Ing. Iska Schönfeld

Blocher Blocher Partners, Stuttgart Philips, Hamburg
The Magnetic Effect of Retail Architecture LEDs Revolutionise Shop Lighting
Klaus Lach Karl Schwitzke

OWD, Aalen Schwitze & Partner, Düsseldorf
Visionary Visual Marketing for the Point Stores as Brand Worlds to be Experienced –
of Sale Interior Design: brands strengthen and
enliven
DI Alfred Leitl Ulrich Spaan

ShopConsult by Umdasch, Amstetten EHI Retail Institute, Cologne
Visual Merchandising – the Art of Product Trends and Visions in Retail Technology
Presentation
Dr. Christian Mikunda Michael Staller

CommEnt, Vienna Umdasch Shop-Concept, Neidenstein
Just Playacting: Shop Dramaturgy Professional Project Management in
How the retail scene became a leisure Shopfitting
occupation
Bert Martin Ohnemüller Klaus Striebich

BMO, Frankfurt am Main ECE, Hamburg
From the Point of Sale to the Point of Success On the Future Prospects of the European
Shopping Centre
Reinhard Peneder Mag. Arndt Traindl

Umdasch Shop-Concept, Amstetten Retail Branding, Amstetten
Trends & Facts in Airport Retailing The LESS IS MORE Philosophy at the Point
of Sale
DI Wolfgang Richter Prof. Dipl.-Volkswirt Axel Venn

RegioPlan, Vienna Hochschule Hildesheim
The Location as a Decisive Competitive Is There a Crisis of Seeing?
Factor in Retailing
Günter Rudloff Mag. Max Wöss

Comfort, Hamburg ShopConsult by Umdasch, Amstetten
Safe Investment – the retail property How Shops became Brands

Retail Report Text
Shops & Shopping in Düsseldorf and Cologne Winfried Lambertz
Experiencing retailing live

Fair visitors can experience live within just a few kilometres much of what the exhibitors at the EuroShop
2011 show in the way of the latest shopfitting and furnishing concepts. The Cologne/Düsseldorf area
offers a wide range of retail businesses with a large number of noteworthy shops, shopping streets,
galleries and shopping centres.
As a trade-fair centre, Düsseldorf is regarded as a top shopping the work is finished the mall, which first opened 25 years ago,
centre and as one of the most elegant cities in Germany. A tour will house about 90 shops, cafés and restaurants on three levels
of the city centre shows the variety and range of market positions and over a sales area of some 20,000 m².
occupied by the shops. The eye-catching starting point of our
shopping tour is Galeria Kaufhof at Königsallee 1. The sandstone Not far from the Kö-Galerie we can take the Grünstrasse
façade of the six-storey building dating from 1909 still radiates entrance to the Stilwerk theme centre, where some 45 special-
the glamour of past times today. ist shops relating to the subjects
Inside, the latest Galeria concept of design and furnishings will be
of the department store concern found. Behind its airy-looking,
has been consistently carried out 1 transparent glass façade, five
and developed. On the occasion 4 levels of shops are grouped
3
of the EuroShop 2011 Galeria 10 2 around an atrium with galleries
Kaufhof is presenting itself with in an elegant elliptical form.
unusual shop windows deco- 9
rated with topics illustrating this On our way back to Galeria
major event. 11 12 Kaufhof we should cross to the
other side of the Königsallee on
8 5
Before we dive into the Königs the level of Königsstrasse. Here
allee, Düsseldorf’s fashion- 6 many of the buildings are banks,
able promenade, let us make a but we will also encounter a
detour to the Schadow-Arkaden 7 number of interesting niche con-
and into Schadowstrasse. cepts. Milian fuses art, archi-
Nominated by the ICSC as the tecture and fashion to create a
best inner-city shopping mall futuristic aesthetic experience.
© Stadt Düsseldorf - Vermessungs- und Liegenschaftsamt - Lizenz Nr.: 9 2011
in Europe in the 1990s, today Fashion from Maison Martin
Our tour in Düsseldorf: (1) Galeria Kaufhof, (2) Mayersche
the Schadow-Arkaden provide Buchhandlung, (3) Schadow-Arkaden, (4) Peek & Cloppenburg, Margiela and Demeulemeesters
“consumer-oriented” variety (5) Sevens, (6) Kö-Galerie, (7) Stilwerk, (8) Bankenseite, (9) Jades, to Yoji Yamamoto complement
(10) Carsch-Haus, (11) Carlsplatz, (12) Benrather Strasse.
for a wide range of tastes. The the German designer Annette
architectonic highlight among Görtz’s own collection. Fools-
the retail properties on Schadowstrasse is the 14,000 m² fash- gold is a unique jeweller’s shop which presents the work of
ion house Peek & Cloppenburg. An abundance of glass and international artists in a sophisticated setting. In two stores
spacious departments make the six-storey store a premium facing each other on Heinrich-Heine-Allee, Jades presents a
design fashion centre. wide-ranging selection of contemporary international fashion
trends.
At the intersection of Schadowstrasse and Königsallee, let us
decide in favour of what must be the most famous shopping Beyond Heinrich-Heine-Allee the main flow of shoppers, espe-
street in Germany. A “Königsallee” address is worth its weight cially the younger ones, heads straight ahead towards the Old
in gold for the corporate image, especially for exclusive and Town. Flingerstrasse is a narrow, bustling pedestrian zone
fashion brands like Armani, Chanel, Gucci, Jil Sander, Louis which houses the shops of the well-known brands which the 15
Vuitton and Prada. The handful of long-established family to 35-year-olds like to wear. At the beginning of Flingerstrasse
firms which still maintain their position on the “Kö” include the stands the Carsch-Haus with its neo-classical façade. Seen
luxury fashion store Eickhoff and Franzen, a specialist shop from the outside, the four-storey premium department store
for tableware, decoration and home accessories. modestly understates its real size.
The beginning of 2011 saw the start of a rebuilding phase which Here, at the interface with the Old Town, we should ignore the
will last for several months for the Sevens shopping mall. Some ubiquitous fashion chains and head instead towards Carlsplatz
of the 40 shops across seven sales levels will remain and many in search of individual shop concepts. Jaspers, for example,
interesting new labels will be joining them. In spite of the rebuild- presents labels like Kuichi, Elliot Men, Matta and Tigha in a warm,
ing it is worth taking a look at the passages, if only because of rustic setting. Identitá Italiana is the top address in Düsseldorf
the unique architecture of the building. It is also “business as for collections of labels like Patrizia Pepe and Woolrich. We can
usual” at the Kö-Galerie, in spite of the current rebuilding. Once also take in Loud and Apropos, two noteworthy stores in the

The world of books across 4,400 m² on the corner of Königsallee and Schadowstrasse: the Mayersche Buchhandlung (shopfitting by Umdasch Shop-Concept).
Fitted out by Umdasch Shop-Concept at the end of 2010: the new Frankonia store in the Kö-Galerie in Düsseldorf.
The legendary Kö-Galerie on Königsallee in Düsseldorf is currently being refurbished.
Good for walking: the branch of Reno in Schadowstrasse, which was redesigned in 2009, with its interesting digital signage applications.
Retail Report
Shops & Shopping in Düsseldorf and Cologne
avant-garde category on Benrather Strasse, before turning back Opened in 2009, the almost 1,000 m² flagship store of Tommy
along Benrather Strasse in the direction of Königsallee. Hilfiger focuses on unusual decorative ideas. Examples include
an aircraft suspended in the children’s department and chan-
Cologne – metropolis on the Rhine deliers made of cables and microphones in the denim section.
Outstanding among the shoe shops on Schildergasse is the
Cologne, just 40 kilometres to the south of Düsseldorf, offers 3,000 m² store of the Austrian chain store Humanic. Diagonally
not only cultural history from two millennia, but can also claim opposite, the vertical-merchandising women’s fashion chain
– as the main centre for a region with three million inhabitants from Munich, Hallhuber, has recently opened its third store in
– a varied and dense retail scene. A stroll through the shopping Cologne.
scene of Cologne starts on Hohe Strasse – the oldest pedes-
trian zone in Germany – and then leads via Schildergasse to The centrally located Neumarkt-Galerie at the other end of
Neumarkt, from there into Breite Strasse and Ehrenstrasse and Schildergasse is the classic starting point for a leisurely shop-
on into the “Belgisches Viertel”. ping tour for most Cologne citizens because of its connections
with the tram and underground network. The main attraction
On Hohe Strasse you will find all the fashion stores which deter- of the shopping mall built in the 1990s on the site of the former
mine the tastes of young shoppers, such as H&M, Zara and Hertie department store is the vast Mayersche Buchhandlung.
New Yorker. New additions here The concept of the depot store,
are, for example, Review, an which extends over 900 m²,
own label for young casual fash- consists of a house-in-house
ion from P&C West, which since architecture with alternating
2008 has also been expanding 12 lifestyle settings and closely
with mono-brand stores in the packed product presentation.
wake of their shop-in-shops. Designer fashion at rock-bottom
prices is the business model of
At the intersection of the two 11 the fashion discounter TK-Maxx
shopping streets Hohe Strasse in a top pedestrian location
and Schildergasse stands the 10 on Neumarkt. Customers can
flagship store of Galeria Kauf- use a shopping trolley to col-
hof. Its sales area of 36,000 m² 7 lect up the items from bought-
9 8 6 3 5
makes it the biggest department 2 4 up stock across 3,400 m² and
1
store in the cathedral city. The three floors. Opened in 2006,
Italian architect Renzo Piano set the branch of the outdoor spe-
a milestone of retail architec- cialist Globetrotter in the Oli-
ture for Peek & Cloppenburg. vandenhof is a “lighthouse” on
© Kommunale Geodaten: Stadt Köln, Amt für Liegenschaften, Vermessung und Kataster, KT 2011/001
Opened in 2005, the “Welt Cologne’s retail scene. To arrive
On tour in Cologne: (1) Galeria Kaufhof, (2) Peek & Cloppenburg,
stadthaus” recalls a glass whale (3) C&A, (4) Jeans Palast Görgens, (5) Gina Tricot, (6) Humanic, at its 7,000 m² sales area Globe-
with its vast 5,500 m² elongated (7) Neumarkt Galerie, (8) Mayersche Buchhandlung, (9) Depot und TK trotter rebuilt a former shopping
Maxx, (10) Olivandenhof, (11) Ehrenstrasse, (12) “Belgisches Viertel”.
and arched glass façade and centre which previously housed
“wooden ribs”. Across a sales 60 individual shops.
area of 14,400 m² the store presents a broad fashion mix of
almost 300 brands. On the other side of the street, the fash- At the exit from the Olivandenhof we enter Breite Strasse
ion house C&A celebrated the re-opening of its biggest branch and follow it into Ehrenstrasse towards Ringe. Interesting
with a sales area of some 13,000 m² just a few weeks ago. The new openings include True Religion Store, the first German
main features of the new store design are the segmentation monolabel store of the US premium jeans brand, Weekday, a
into so-called style worlds and a new, trend-oriented colour progressive urbanwear concept from the H&M concern and
concept. Estella Kochlust, a concept store focusing on cooking and
gourmet pleasures. The shop, which was awarded the Ger-
The 2,000 m² cult branch of the Görgens group embodies man retail prize as “Store of the Year” in 2010, sells design-
modern urban style in fashion retail. The entrance to the former oriented cooking utensils and stages cooking parties after
Wehmeyer-Haus cannot be missed although it is slightly set closing time.
back from the road. Modern LED technology illuminates the
entire width of the entrance and points the way for the mostly Beyond the Kölner Ringe, the “Belgisches Viertel” has recently
youthful clientèle. The Swedish fashion brand Gina Tricot has developed into a district for young and unusual Cologne fashion
also just opened its first German branch on Schildergasse. (www.chicbelgique.de) and individual niche concepts.

As always an international role model for authentic store presentation: Globetrotter in the Olivandenhof in Cologne (shopfitting by Umdasch Shop-Concept).
The Humanic flagship store in Schildergasse, with its sales area of approx. 3,000 m², set new standards in shoe retail when it opened in Cologne in 2005.
Shopfitting: Umdasch Shop-Concept.
Elegant “vertical formats” from Cologne: great image presentation at Gina Tricot and the striking façade of Hilfiger.
Re-opened in new splendour across 13,000 m²: C&A in Schildergasse in Cologne.
Shop Events
“Laden-Dramaturgie LIVE!” in Shanghai in May

The Umdasch Shop The imposing skyline of the Chinese business metropolis Shanghai expedition is being offered for
Academy shop expeditions will be the stage for “Laden-Dramaturgie LIVE!” from 25. – 29.5.201. the first time with a three-day
“Laden-Dramaturgie LIVE!” programme. The highlights
© iStockphoto.com/Hanquan Chen
(Shop Dramaturgy LIVE!) of the sightseeing tour will
have already become a tra- be Treasure Island, Caesar’s
dition and are extremely Palace incl. Forum Shops,
popular. And now another Bellagio, Mandalay Bay,
première is about to take Venetian incl. Grand Canal
place: from 25 − 29 May Shoppes and the extension
2011 the destination will be The Palazzo, The Wynn with
the dynamic Chinese busi- the extension Encore and
ness metropolis Shanghai, last but not least the new city
which in 2010 was the set- centre with the Crystals mall,
ting for the World Exhibition. designed by star architect
Dr. Christian Mikunda and Daniel Libeskind.
Mag. Denise Mikunda-Schulz
have planned for Shanghai Detailed programmes and
a magical journey back in enrolment information are
time through the history of shopping. and product images and the unusual already available for both shop expedi-
entertainment in the “Bund Sightseeing tions and for “In 18 Tagen um die Welt”
The shop expedition will show in four Tunnel”. The base camp for participants (Around the Shopping World in 18 Days).
stages how the art of staged product will be the Grand Hyatt, the hotel with the You can obtain further information from
presentation has developed. The stages most spectacular views in Shanghai. Regula.Wirth@umdasch.com (Tel. 0041/
are entitled “The product is the hero”, 62 737 2520), from Sonja.Scheidl@
“Keeping up appearances”, “The new From 20 − 24 October 2011 “Laden- umdasch.com (Tel. 0043/7472 605 1957)
worlds of experience” and “Sales as an art Dramaturgie LIVE!” will set off again to Las and on the website www.umdasch-shop-
form”. All the important shopping streets, Vegas. Nowhere else can one see more concept.com (Shop Academy).
shops and malls of Shanghai will be vis- clearly the complete fusion of shopping,
ited. The group will also study the rela- gastronomy and entertainment. Because
tionship between Chinese garden design of the additional attractions this shop
New: competence development and strategic

visual merchandising
In addition to the new seminar titles (Practical Visual Marketing), which is prima- devised in co-operation with Hutner Train-
“Multi-Channel-Retailing” and “Neuromar- rily directed towards the operative level, the ing. Christian Göggerle sees the rivalry of
keting”, the Umdasch Shop Academy will programme now also includes the seminar the future as a rivalry of competence. He
be offering two further new seminar for- “Mit strategischem Visual Merchandising will therefore explain to the participat-
mats in 2011. To complement the evergreen zum Erfolg” (Success with Strategic Vis- ing managers how competence can be
classic “Visual Merchandising für Praktiker” ual Marketing). Claudia Engel-Hutner will recognised, expanded and connected. It
show how and according to is planned that participants should take
which criteria this important part in a self-assessment beforehand.
topic should be effectively The dates are: 6 April 2011 in Oberent-
organised. The dates are: felden, 24 May 2011 in Amstetten and 22
3 May 2011 in Düsseldorf, November 2011 in Düsseldorf.
28 September 2011 in Ober-
entfelden and 18 October The printed annual programme of
2011 in Amstetten. events for the Umdasch Shop Academy
2011 will be available from the end of Feb-
The seminar “Systema- ruary, in time for the EuroShop. All dates
tische Kompetenz-Entwick- for the first half-year are also listed in the
lung für Führungskräfte im “Calendar of Events” on pages 66/67 of
Handel” (Development of this issue of SHOP aktuell as well as on
Claudia Engel-Hutner and Christian Göggerle are the lecturers systematic competence for the website www.umdasch-shop-con-
for two more new seminar formats of the Umdasch Shop
Academy. retail managers) was also cept.com.

Shop Events
Welcome to the first global Philip Morris

business expedition auf Image-Tour
The plans for the Laden-Dramaturgie in the selected, glamorous hotels which Philip Morris on
LIVE!-Special (Shop Dramaturgy LIVE! spe-
cial expedition) “In 18 Tagen um die Welt”
form part of the message and in which
you can “learn in your sleep”. There is, for image tour
(Around the World in 18 Days) are taking example, the Marina Bay Sands, which
shape. Dr. Christian Mikunda has already has become the landmark of Singapore Der US-amerikanische Tabakkon-
revised the script for the first global busi- overnight. The hotel pool forms at the zern Philip Morris ist auf Image-Tour
ness expedition. The dates have been set same time a connecting bridge across auf verschiedenen Flughäfen in Middle
as 5 − 24 April 2013. Dr. Christian Mikun- three skyscrapers, thus defining in an East unterwegs. Als Eye Catcher wird
da, Mag. Denise Mikunda-Schulz, Regula amazing new way a typical element of den staunenden Passagieren ein For-
Wirth and Engelbert Egger of Geo-Reisen hotel architecture. Or the Mondrian South mel 1-Ferrari mit Originalutensilien von
are an experienced team who Beach in Miami, which com- Michael Schumacher präsentiert. Den
are ready to make this bines top-quality com-
spectacular shop fort with maximum
expedition into an attention-seeking.
u n f o rg e t t a b l e
experience.
Frankfurt
For retail pro-

fessionals
Los Angeles
a n d t re n d
scouts “In Miami Abu Dhabi “In 18 Tagen
Caribbean Hong Kong um die Welt”
18 Tagen um cruise Macao offers
die Welt” pro- Singapore
concentrated
knowledge in
vides a unique the field of shop
Den rund 30 m² großen Event-Stand für Philip
Morris hat Umdasch Shop-Concept Middle East
opportunity to dramaturgy at
geliefert. The event stand for Philip Morris covers
seven different
acquire concen- destinations.
about 30 m² and was supplied by Umdasch
Shop-Concept Middle East.
trated knowledge
relating to the retail
and experience economy At the end of February a dafür notwendigen mobilen Event-Stand
in a time-saving manner dur- little brochure will be availa- hat Umdasch Shop-Concept Middle East
ing a single fast-paced trip. You will expe- ble which describes “In 18 Tagen um die nach Plänen von Frontline in zweifacher
rience at a glance, so to speak, all facets Welt” in detail as well as providing infor- Ausfertigung vor Ort produziert. Den Pre-
of shop dramaturgy and will discover the mation about content, services provided mierenauftritt gab es Mitte November
similarities and differences in shop stages and costs. Those who book early will 2010 im Dubai Duty Free, zeitgleich mit
on three continents. receive a special bonus. In any case early dem Formel 1-WM-Finale im benachbar-
registration is recommended, since expe- ten Abu Dhabi.
As compensation for the travel stress, rience has shown that the “Laden-Dram-
participants can expect first-class com- aturgie LIVE!” events are fully booked at The US tobacco concern Philip Mor-
fort and outstanding service. For example an early date. ris is currently on image tour at various
airports in the Middle East. Amazed pas-
The pool of the Marina Bay Sands Hotel serves as a connecting bridge across three skyscrapers. sengers are presented with an eye cat-
cher in the shape of a Formula One Fer-
rari with Michael Schumacher’s original
equipment. The mobile event stand for
the display was produced in duplicate on
site by Umdasch Shop-Concept Middle
East, following the plans by Frontline. The
première was held in mid-November 2010
in the Duty Free zone in Dubai, coinciding
with the Formula One World Champion-
© shutterstock.com/David Gn
ships final in neighbouring Abu Dhabi.

Bücher Books
Kalender calendar
Neue Bücher New Books (German editions)

H. MÜLLER-VOGG P. KOTLER, H. KARTAJAYA, I. SETIAWAN C. FRIEDEMANN, M. HORX, A. STEINLE
DIE DOUGLAS-STORY DIE NEUE DIMENSION DES MEGATREND KOCHBUCH
Wenn einer die Kunst beherrscht, Handel mit Herz MARKETINGS Megatrends sind so prägend, dass sie sich in allen
und Verstand zu betreiben, dann Jörn Kreke, der Die neue Dimension des Marketings betrachtet den Bereichen ausdrücken, in der Politik, Wirtschaft und
langjährige Vorstandsvorsitzende der DOUGLAS Kunden als ganzen Menschen, der soziale Verant- Kultur – sowie im Zusammenleben der Menschen.
HOLDING AG. Dieses Buch porträtiert nicht nur wortung übernehmen will und eigene Werte und Vi- Als Grundlage für dieses Kochbuch wurden elf aktu-
seine Persönlichkeit, sondern auch die Erfolgssto- sionen verinnerlicht. Genau das erwarten Kunden elle Megatrends herangezogen und unter der Zugabe
ry einer der größten deutschen Lifestyle-Konzerne. auch von Unternehmen, deren Produkte sie kaufen. von modernen Rezepten sowie appetitanregenden
Lesen Sie über Jörn Krekes Unternehmensphiloso- Philip Kotler beschreibt dazu zehn Credos, die be- Food-Fotos veredelt. Das Ergebnis: eine zeitgemäße
phie – Kunden sollen mit allen Sinnen genießen, die herzigt werden müssen, um den „human spirit“ der Rezeptsammlung als kulinarische Antwort auf den
unverändert aktuell ist. Kunden gezielt anzusprechen. gesellschaftlichen Wandel. Guten Appetit!
Hoffmann und Campe, Hamburg Campus, Frankfurt am Main Zukunftsinstitut (www.zukunftsinstitut.de), Kelkheim
2010, 160 Seiten 2010, 223 Seiten 2010, 119 Seiten
ISBN 978-3-455-50172-8 ISBN 978-3-593-39343-8 ISBN 978-3-938284-54-4
18,00 € (D), 18,50 € (A), 31,90 SFR (CH) 39,90 € (D), 41,10 € (A), 62,90 SFR (CH) 29,90 €
M. HORX (HRSG.) BTE (HRSG.) P. ANKLAM

TREND-REPORT 2011 DER ERFOLG VERTIKALER ANALYSE UND PLANUNG IM
In der bereits 8. Auflage des Trend-Reports liefert FLÄCHENKONZEPTE OUTFIT-EINZELHANDEL
Matthias Horx einen Ausblick auf die wichtigsten Der oft zitierte Strukturwandel im Einzelhandel Professionelles Kalkulations- und Kostenmanage-
soziokulturellen Trends für das zukünftige Markt- führte in den letzten Jahren zu einer nachhaltigen ment wird auch in den Branchen Mode, Schuhe, Ac-
geschehen. Beantwortet werden dabei Fragen, die Veränderung der Handelslandschaft und der Ab- cessoires, Sportartikel sowie Heimtextilien zu einem
auch für den Handel von großer Bedeutung sind: satzkanäle in der Fashion-Branche. Diese Fachdo- immer wichtigeren Erfolgsfaktor der Betriebsfüh-
Was sind die „Zeichen der Zeit“, nach denen man kumentation zeigt, dass Unternehmen durch ver- rung. Peter Anklam beleuchtet dazu die drei maßge-
seine Strategien neu ausrichten kann? Welche tikale Partnerschaften diesen Veränderungen gut benden Faktoren „Umsatz“, „Kosten“ und „Ertrag“
Branchen sind im Umbruch? standhalten und ihre Wertschöpfung verbessern im Hinblick auf eine höhere Gewinnerzielung.
Zukunftsinstitut (www.zukunftsinstitut.de), Kelkheim konnten. Deutscher Fachverlag, Frankfurt am Main
2010, 120 Seiten ITE - Institut des Deutschen Textileinzelhandels, Köln 2. Auflage, 2008, 265 Seiten
ISBN 978-3-938284-55-1 2010, 130 Seiten ISBN 978-3-86641-069-5
125,00 € 44,94 € (Preis für Nicht-EHV-Mitglieder!) 98,00 €
Event-Kalender Calendar of events*

DatE Location event type Information
26. 2. 2011 Düsseldorf EuroShop Retail Design Conference Retail Design Conference www.ehi. org
26. 2. – 2. 3. 2011 Düsseldorf EuroShop The Global Trade Fair www.euroshop.de
7. 3. – 8. 3. 2011 Hongkong World Retail Congress Retail Congress www.worldretailconggress.com
16. 3. 2011 Zürich „Rückkehr der Macht“ Trend Conference www.gdi.ch
16. – 17. 3. 2011 London Retail Week Conference Retail Congress www.retailweekconference.com
23. 3. 2011 Oberentfelden Bausteine für die erfolgreiche Ladengestaltung Eintagesseminar, Consult-Portfolio www.umdasch-shop-concept.com
24. 3. 2011 Frankfurt Partner Stores Kongress Handelskongress www.bte.de
28. – 30. 3. 2011 Las Vegas Global Shop Store Design Fair www.globalshop.org
29. 3. 2011 Innsbruck KAUFGEFÜHLE live Eintagesseminar, Christian Mikunda www.umdasch-shop-concept.com
5. 4. 2011 Amstetten Neuromarketing für Handelspraktiker Eintagesseminar, Hans-Georg Häusel www.umdasch-shop-concept.com
5. – 6. 4. 2011 Köln EHI PR Kongress 2011 Handelskongress www.ehi.org
6. 4. 2011 Oberentfelden Kompetenzentwicklung Eintagesseminar, Christian Göggerle www.umdasch-shop-concept.com
6. – 8. 4. 2011 Istanbul ICSC European Marketing Conference Shopping Center Marketing Conference www.icsc.org
11. 4. 2011 Renens Visual Merchandising Séminaire d‘un jour, Brigitte Beeler www.umdasch-shop-concept.com
14. 4. 2011 Düsseldorf Neuromarketing für Handelspraktiker Eintagesseminar, Hans-Georg Häusel www.umdasch-shop-concept.com
14. 4. 2011 Bozen Umdasch Shop-Concept-Forum Abendforum, Alfred Fuchsgruber www.umdasch-shop-concept.com
3. 5. 2011 Amstetten Store Branding Eintagesseminar, Max Wöss www.umdasch-shop-concept.com
3. 5. 2011 Düsseldorf Strategisches Visual Merchandising Eintagesseminar, Claudia Engel-Hutner www.umdasch-shop-concept.com
10. 5. 2011 Amstetten Visual Merchandising für Praktiker Eintagesseminar, Irmgard Heyd www.umdasch-shop-concept.com
12. 5. 2011 Verona Store Branding Seminario della durata di un giorno, Gerhard Lipp www.umdasch-shop-concept.com

Bücher Books
Kalender calendar
(English/ German editions)

V. Bellone, T. Matla M. BRUHN, R. KÖHLER M. PEGLER
PRAXISBUCH FRANCHISING WIE MARKEN WIRKEN GREEN RETAIL DESIGN
– KONZEPTAUFBAU UND Ein verbessertes Verständnis für das Verhalten Increasing numbers of architects, shopfitters and
MARKENFÜHRUNG der Konsumenten zu entwickeln, ist im Einzelhan- visual merchandisers see the importance of sus-
del wichtiger denn je. Im Mittelpunkt dieses Sam- tainable solutions in store planning and decoration.
Die beiden langjährigen Franchise-Experten Veronika
melbandes stehen deshalb die Erkenntnisse aus This new publication illustrates some 60 projects
Bellone und Thomas Matla zeigen in dieser Neuer-
der neuroökonomischen Forschung und Praxis from a wide variety of sectors in which both plan-
scheinung, wie Franchising in der Praxis funktioniert
mit Ableitungen für die effizientere Markenführung. ning and implementation focused in particular on
und welche Chancen sich daraus für Unternehmen
Abschluss findet dieser Band in einem Diskurs ecological requirements.
ergeben. Mittels acht Franchising-Wahrheiten be-
über die ethischen Grenzen der Neuroökonomie. ST Media Group International, Cincinnati, Ohio,
schreiben die Autoren den Aufbau eines eigenen
Vahlen, München 2010, 256 pages, English
Franchising-Konzeptes.
2010, 335 Seiten ISBN 978-0-944094-68-6
mi-Wirtschaftsbuch, München ISBN 978-3-8006-3723-2 € 45.00
2010, 223 Seiten 49,80 €
ISBN 978-3-86880-119-4
49,95 € (D), 51,40 € (A), 70,90 SFR (CH)
D. AHLERT, P. KENNING, R. OLBRICH, MORGAN, CONWAY LLOYD (Ed.)
H. SCHRÖDER (HRSG.)
A. STEINLE, A. KIRIG, H. GATTERER, INTERNATIONAL TRADE FAIR
O. DZIEMBA, K. BRÜHL MULTICHANNEL-MANAGEMENT – DESIGN ANNUAL 2010 / 2011
MIKROTRENDS JAHRBUCH VERTRIEBS- UND Conway Lloyd Morgan shows with numerous exam-
Mikrotrends, die Pendants zu den großflächigen HANDELSMANAGEMENT 2010/2011 ples how the trade-fair stands of famous exhibitors
Megatrends, zeigen, dass der „Kreative Kapitalis- Um neue Wege zu ihren Kunden zu finden, setzen in a wide variety of sectors continue to evolve with-
mus“ der Zukunft im Detail verborgen liegt. Trend Industrie und Handel verstärkt auf die Integration out losing recognition value despite long-term co-
experten haben dazu 50 Mikrotrends aufgespürt neuer Absatzkanäle. Die Folge: der Auf-/Ausbau operation with a regular designer. “Curtain up” for
und hinsichtlich ihrer Branchenrelevanz beurteilt. eines Multichannel-Systems. Dabei treten für ge- exclusive stand design!
Verdichtung und Abschluss findet jede Mikrotrend- wöhnlich viele Fragen auf: Wie reagieren Kunden avedition, Ludwigsburg
Beobachtung in einer Trendprognose und Marktein- auf die Möglichkeit, mehrere Kanäle zu nutzen? 2010, 208 pages, German/English
schätzung. Welche Anforderungen ergeben sich an ein solches ISBN 978-3-89986-141-9
€ 69.90 (D), SFR 109 (CH), US$ 99.00 (US)
Zukunftsinstitut (www.zukunftsinstitut.de), Kelkheim System? … Antworten liefert das Jahrbuch.
2010, 120 Seiten Deutscher Fachverlag, Frankfurt am Main
ISBN 978-3-938284-52-0 2010, 302 Seiten
125,00 € ISBN 978-3-86641-222-4
68,00 €
DatE Location event type Information

16. 5. 2011 Aarau Umdasch Shop-Concept-Forum Abendforum, offen www.umdasch-shop-concept.com
17. 5. 2011 Amstetten Mulit-Channel-Konzepte für den stationären Handel Eintagesseminar, Kai Hudetz www.umdasch-shop-concept.com
22. – 25. 5. 2011 Las Vegas RECon Retail Real Estate Convention www.recon.com
23. 5. 2011 Paris Visual Merchandising Séminaire d‘un jour, Brigitte Beeler www.umdasch-shop-concept.com
24. 5. 2011 Amstetten Kompetenzentwicklung Eintagesseminar, Christian Göggerle www.umdasch-shop-concept.com
24. 5. 2011 Neidenstein Visual Merchandising für Praktiker Eintagesseminar, Irmgard Heyd www.umdasch-shop-concept.com
25. – 29. 5. 2011 Shanghai Laden-Dramaturgie LIVE! Shop-Expedition, Christian Mikunda www.umdasch-shop-concept.com
31. 5. – 1. 6. 2011 Berlin European Retail Technology Summit Technology Congress www.ehi.org
7. – 8. 6. 2011 Köln EHI Sicherheitskongress Handelskongress www.ehi.org
8. 6. 2011 Oberentfelden Multi-Channel-Konzepte für den stationären Handel Eintagesseminar, Kai Hudetz www.umdasch-shop-concept.com
16. 6. 2011 Wien REGAL Branchentreff Food Handelskongress www.regal.at
21. – 22. 6. 2011 Bonn Stores 2011 Handelskongress www.managementforum.com
28. 6. 2011 Amstetten Mit Zahlen führen und motivieren Eintagesseminar, Markus Haslinger www.umdasch-shop-concept.com
8. – 9. 9. 2011 Zürich 61. Internationale Handelstagung Handelstagung www.gdi.ch
13. – 14. 9. 2011 Bonn EHI Retail Design Konferenz 2011 Retail Design Konferenz www.ehi.org
15. – 16. 9. 2011 Berlin German Council Congress Shopping Center-Kongress www.gcsc.de
20. – 24. 10. 2011 Las Vegas Laden-Dramaturgie LIVE! Las Vegas Shop-Expedition, Christian Mikunda www.umdasch-shop-concept.com
11. – 13. 10. 2012 Alpbach DIE KUNST DER INSZENIERUNG III Int. Handels-Forum / Retail Forum www.umdasch-shop-concept.com
5. – 24. 4. 2013 Weltreise „In 18 Tagen um die Welt“ Shop-Expedition, Christian Mikunda www.umdasch-shop-concept.com
(Laden-Dramaturgie LIVE!-Special)
* The event information is supplied in the language of the event.

Booking *
Ladenbau von A bis Z
by Umdasch Shop Academy
Das zur EuroShop 2011 erscheinende Ladenbau- und
Laden-Marketing-Lexikon gehört zum Handwerkszeug
all jener, die mit der Konzeption, Planung und Realisie-
rung von Ladeninvestitionen beschäftigt sind. Lexikonteil
mit ca. 1.000 Begriffen. Thementeil mit 28 Beiträgen aus-
Das von der Umdasch Shop gewiesener internationaler Experten zu aktuellen Fragen
Academy in Zusammenarbeit mit aus dem Retail- und Shopfitting-Business.
dem Callwey-Verlag herausgegebene
„Ladenbau- und Laden-Marketing-
Lexikon“ ist Nachschlagewerk und
Trendreport für alle, die sich mit der
Konzeption, Planung und
Realisierung von Ladeninvestitionen
beschäftigen.
Published by the Umdasch Shop
Academy in co-operation with the
Callwey-Verlag, the “Encyclopaedia
of Shopfitting and Shop Marketing”
is a reference work
and trend report for all those
involved in the conception, planning
and realisation of shop investment.
First edition only in German.
* Ladenpreis: € 49,95. ISBN 978-3-7667-1880-8. Format 17 x 24 cm, gebunden, 304 Seiten. Lieferbar ab 26. 2. 2011.
Sonderpreis für Abonnenten des internationalen Fachmagazins SHOP aktuell: € 35,00 zzgl. MwSt., Porto und Versandkosten.
(Bestellungen über shop.aktuell@umdasch.com oder www.umdasch-shop-concept.com)
www.umdasch-shop-concept.com
Member of the Umdasch Shopfitting Group
Umdasch Shop-Concept GmbH Umdasch Shop-Concept SAS Umdasch Shop-Concept S.r.l. Umdasch Shop-Concept L.L.C
A-3300 Amstetten F-91160 Champlan I-39055 Pineta di Laives (BZ) UAE-Dubai
Tel. +43 7472 605-0, Fax 63487 Tel. +33 1 60491840, Fax 60491841 Tel. +39 0471 958700, Fax 958777 Tel. +971 4 3417715, Fax 3417716
usca@umdasch.com uscf@umdasch.com uscbz@umdasch.com uscme@umdasch.com
Umdasch Shop-Concept AG Umdasch Shop-Concept Ltd. Umdasch Shop-Concept GmbH ShopConsult by Umdasch
CH-5036 Oberentfelden GB-Oxford OX4 1LF NL-7556 BN Hengelo (Ov.) A-3300 Amstetten
Tel. +41 62 7372525, Fax 7372550 Tel. +44 1865 207800, Fax 207801 Tel. +31 74 2467360, Fax 2504423 D-46149 Oberhausen
usco@umdasch.com uscuk@umdasch.com uscnl@umdasch.com CH-5036 Oberentfelden
Umdasch Shop-Concept GmbH Umdasch Shop-Concept Ltd. Umdasch Shop-Concept spol. s r.o.
D-74933 Neidenstein IRL-Drogheda, County Louth CZ-37001 České Budějovice
Tel. +49 7263 401-0, Fax 401-145 Tel. +353 1 490 99 41 Tel. +420 387022011, Fax 7022013
uscd@umdasch.com uscir@umdasch.com budweis@umdasch.com
Umdasch Shop-Concept and the Umdasch Shopfitting Group are also available in the following planning and sales offices as well as at the following locations (selection). Austria: Vienna, Traun/
St. Martin, Innsbruck, Leibnitz. Switzerland: Münsingen (Berne), Renens (Lausanne). Germany: Hamburg, Oberhausen, Monheim, Bamberg. Italy: Parma, Milan. Norway: Oslo, Stavanger. Slovenia:
Zgornja Polskava. Croatia: Zagreb. Serbia: Belgrade. Poland: Warsaw. Russia: Moscow. Canada: Toronto. USA: New York, Newport Beach/CA. And wherever else your business takes you!
www.umdasch.com • www.umdasch-shop-concept.com • www.assmann.at • www.jonas-shop.com • www.shop-consult.com

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E/D ∙ € 6 / chf 9 / $ 8 / £ 4

The International Magazine for

Khan Shatyr was built by SML Construction

Shopping Centres: The next generation

SHOP CONCEPT TOPIC

SHOP aktuell 109 umdasch shop-concept 3

Projekt-Management Assmann: Zertifizierung

for new ideas and systems, but also for Impressum

4 umdasch shop-concept SHOP aktuell 109

Neu: AlGate und Der Umdasch-

Technology Service Glass

SHOP aktuell 109 umdasch shop-concept 5

Photo: ECE, BahnhofCity Wien West

The next generation of

6 umdasch shop-concept SHOP aktuell 109

Photo: SES, Gernot Gleiss

The Europark in Salzburg (small photo), operated by Spar European Shopping

SHOP aktuell 109 umdasch shop-concept 7

150 146,9 In general, however, the big boom in shopping centres in

8 umdasch shop-concept SHOP aktuell 109

Photo: Andreas Bruckner

SHOP aktuell 109 umdasch shop-concept 9

Designed by Daniel Libeskind and other high-profile architects, the

10 umdasch shop-concept SHOP aktuell 109

Photo: Klaus Bossemeyer / Agentur Bilderberg

SHOP aktuell 109 umdasch shop-concept 11

12 umdasch shop-concept SHOP aktuell 109

Khan Shatyr was built by SML Construction

It goes without saying that the BRIC countries – Brazil, Russia,

SHOP aktuell 109 umdasch shop-concept 13

Treats à la carte at the

SHOP aktuell 109 umdasch shop-concept 15

“Excellent cuisine and successful “Sustainability and economic

16 umdasch shop-concept SHOP aktuell 109

Star chef Sarah Wiener will serve

footprint. Shelves for this system are made of “green materials”

SHOP aktuell 109 umdasch shop-concept 17

EuroShop Première: HangingFrame, AlGate, StackEasy A Taste of Japan by StackEasy

18 umdasch shop-concept SHOP aktuell 109

SHOP aktuell 109 umdasch shop-concept 19

The pyramids in the

20 umdasch shop-concept SHOP aktuell 109

SHOP aktuell 109 umdasch shop-concept 21

Sound/ picture carriers

Small kitchen appliances

40,000 articles on 5,000 m² sales area,

clearly divided on one floor according

of only two or three percent, but apart from Media-Saturn Haas

and Expert as well as more than 2,000 independent retailers.

22 umdasch shop-concept SHOP aktuell 109

Drinks Household appliances

SHOP aktuell 109 umdasch shop-concept 23

24 umdasch shop-concept SHOP aktuell 109

SHOP aktuell 109 umdasch shop-concept 25

17 top shops at first hand

Nr. Project name Location Country Sector/Range Page(s)

Möbel Hubacher presents across

26 umdasch shop-concept SHOP aktuell 109

Location: Lustenauerstrasse 125 A

SHOP aktuell 109 umdasch shop-concept 27

Kastner & Öhler

complemented by perfumery, cosmetics, accessories, lingerie, Shopfitting: Umdasch Shop-Concept, Austria;

28 umdasch shop-concept SHOP aktuell 109

30 umdasch shop-concept SHOP aktuell 109