Shopping Centres: The next generation - Umdasch - Shop Concept

109
Shopping Centres: The next generation
Store Branding:
The Mexx relaunch
Treats à la carte at
the EuroShop
Encyclopaedia of
Shopfitting and Shop
Marketing
E/D ∙ € 6 / Chf 9 / $ 8 / £ 4
The International Magazine for
Retailing and Shop Design
Das internationale Magazin für
Laden-Marketing und Shop-Design
Khan Shatyr was built by SML Construction

Mit der Eröffnung des
erweiterten Grazer
Stammhauses am 20. 10. 2010
schrieb Kastner & Öhler über
die österreichischen Grenzen
hinweg Einzelhandels-
Geschichte. Mehr darüber im
Shop Panorama auf den
Seiten 28 und 29.
With the opening of the
extended headquarters in Graz
on 20.10.2010, Kastner & Öhler
made retail history beyond the
borders of Austria. Read more
about it in Shop Panorama on
pages 28 – 29 .
Im SHOP TALK: Mexx-CEO Thomas Grote über die
Zukunft der Weltmarke – Seiten 48 – 49.
In Shop Talk: Mexx CEO Thomas Grote on the future
of the world brand – pages 48 – 49.
Die nächste Generation der Shopping Center ist urban
und wertig – Seiten 6 – 13. The next generation of
shopping centres is urban and exclusive – pages 6 – 13.
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
ShOP TALK
thomas Grote on the future of mexx 48 – 49
ShOPfITTING
encyclopaedia of shopfitting and shop marketing 56 – 59
RETAIL REPORT
shops & shopping in düsseldorf and cologne 60 – 63
ShOP EVENTS
umdasch shop academy, “philip morris on image tour”,
calendar of events, new books 64 – 67
ShOP aktuell 109
Umdasch und Assmann servieren zur EuroShop
Leckerbissen à la carte – Seiten 14 – 19.
Umdasch und Assmann serve treats à la carte
at the EuroShop – pages 14 – 19.
SHOP InHalt
Contents
Shop Report: Die Pyramiden des Elektro Haas –
Seiten 20 – 25. Shop Report: The Pyramids of Elektro
haas – pages 20 – 25.
umdasch shop-concept 3

sHoP edItorIal
Projekt-Management
Project Management
Liebe LeserInnen,
der Handel ist im
Schnitt ohne große
Schrammen durch
die Krise gekommen.
Und doch ist vieles
anders geworden. Bei
Laden-Investitionen
ist ein gewisser Stau
entstanden. Dann hat
sich das Investitionsverhalten des Handels
verändert, es ist noch arbeitsteiliger
geworden. Die Zahl der an der Konzeption
und Realisierung von Projekten
beteiligten Disziplinen und Gewerken
nimmt kontinuierlich zu. Projekt-
Management ist die Schlüsseldisziplin im
modernen Ladenbau.
Vor allem die großen Player im Handel
halten auf der EuroShop nicht nur nach
neuen Ideen und Systemen Ausschau, sondern
auch nach professionellen Partnern
im Projekt-Management auf internationalem
Parkett. Wo sie dabei fündig werden
können, liegt auf der Hand … Fündig werden
Sie hoffentlich auch bei dem einen oder
anderen Artikel in diesem SHOP aktuell.
Dear Readers,
Reinhard Peneder
ShOP aktuell
Chefredakteur
Editor-in-Chief
In general, the retail sector has come
through the crisis without serious damage.
And yet, much has changed. There
is something of a backlog as regards shop
investment. Moreover, the investment behaviour
of the retail sector has changed:
the division of labour has gained in importance.
The number of disciplines and
trades involved in the conception and realisation
of projects continues to rise. Project
management is the key discipline in modern
shopfitting.
If nothing else, the big players on the retail
scene not only look out at the EuroShop
for new ideas and systems, but also for
professional partners in project management
on the international stage. It is clear
where they can find what they are looking
for… And we hope that you, too, will find
what you are looking for in some of the articles
in this issue of SHOP aktuell.
sHoP InsIde
assmann: Zertifizierung
nach ISO 14001 certification
according to Iso 14001
Assmann Ladenbau Leibnitz ist im
Herbst 2010 als eines der ersten europäischen
Ladenbau-Unternehmen nach
ISO 14001:2004 zertifiziert worden.
Assmann zählt – neben Umdasch Shop-
Concept – zu den beiden Kernmarken der
Umdasch Shopfitting Group und sieht
Nachhaltigkeit und Umweltschutz als
wesentlichen Bestandteil eines umfassenden
CSR-Konzeptes. Seit vielen
Jahren ist Assmann Ladenbau, wie auch
Umdasch Shop-Concept, bereits nach
ISO 9001, einem Management-System
für Qualität und Umwelt, zertifiziert.
Assmann setzt im
Ladenbau Maßstäbe in
Sachen Nachhaltigkeit.
Assmann sets
standards in
sustainability in the
shopfitting sector.
Die ISO 14001 ist ein international
anerkannter Standard, der ein effektives
Umweltmanagementsystem definiert und
durch eine entsprechende Organisation
ein Gleichgewicht zwischen Wirtschaftlichkeit
und Umweltschutz schafft. Das
Thema Umweltschutz wird dabei systematisch
im Management verankert.
Unternehmen erhalten mit der ISO 14001
ein wirkungsvolles Instrument, mit dem
die Umweltsituation laufend verbessert
wird und daraus resultierende Kosten
gesenkt werden.
In autumn 2010 assmann Ladenbau
Leibnitz became one of the first european
shopfitting companies to be certified
according to Iso 14001:2004. along
with umdasch shop-concept, assmann
counts as one of the two core brands
of the umdasch shopfitting Group. It
sees sustainability and environmental
protection as an essential element in a
comprehensive csR concept. For many
years assmann Ladenbau, like umdasch
shop-concept, has already been certified
according to Iso 9001, a management
system for quality and environment.
Iso 14001 is a recognised international
standard that defines an effective
environmental management system and
by means of a corresponding organisation
creates a balance between economic
viability and environmental protection.
the subject of environmental protection
is thereby systematically anchored in
management. through Iso 14001 companies
gain an effective instrument with
which the environmental situation can
be constantly improved and the resulting
costs reduced.
leserservice reader service
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
fax or e-mail. fax +43/7472/605-3722, E-Mail: shop.aktuell@umdasch.com
Impressum
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
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,
evelyn Kössler m.a., Winfried Lambertz, prof. Iska schönfeld, milena hunziker, Regula Wirth, maik drewitz, christian hammer.
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,
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,
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

neu: alGate und
HangingFrame new: alGate
and HangingFrame
Rechtzeitig zur EuroShop 2011 bringt
Umdasch Shop-Concept zwei neue
Systeme auf den Markt (siehe Seiten 14
bis 19). AlGate ist ein Rahmensystem mit
Schlitzprofil aus Aluminium, das auch
ohne Rückwände eingesetzt werden
Ab sofort zu Ihrer Verfügung: Die Systeme
AlGate und HangingFrame sowie die Prospekte
dazu. Available immediately: The two systems
AlGate and hangingframe and the explanatory
brochures.
ShOP aktuell 109
kann. Das System HangingFrame kann
von der Decke abgehängt werden und
bringt dadurch neue Leichtigkeit in die
Warenpräsentation. Zu beiden Programmen
gibt es kleine Broschüren, die wir
Ihnen auf Wunsch gerne zusenden.
umdasch shop-concept is launching
two new systems in time for the euroshop
2011 (see pages 14 − 19). alGate
is a frame system with an aluminium slit
profile which can also be used without a
back section. the hangingFrame system
can be suspended from the ceiling and
thus brings a new lightness to product
presentation. there are brochures available
for both programmes which we shall
be delighted to send you upon request.
technology service Glass
Glass has long been an important element
in modern architecture. as a result
of its functional and design possibilities
this material also plays an essential role
in shopfitting. the continued development
of bending technology now makes curved
shapes possible in furniture and shopfitting,
which extends the radius of action still
further. Glass can be used for a great many
applications: shelving, display cases, shop
windows, mirrors… the interplay of glass
and light is particularly attractive.
From planning and project management
to production and sourcing – the
professionals at umdasch shop-concept
make a systematic study of the latest glass
technologies. the company’s own “technology
service Glass” has been established
and includes experts from five different
locations. these experts also make
a study of functional aspects because
glass can be a very fragile material if it is
incorrectly employed. attention focuses
on questions of fittings and fixing technology,
(invisible) uV adhesive technology and
lighting technology (conventional or Ledbased).
all umdasch staff involved in planning
and project processing – and thus, of
course, also the customer – can draw on
this extensive knowledge.
Glass plays a leading
part in modern
shopfitting.
sHoP InsIde
Der Umdasch-
Konzern auf
einen Blick
the Umdasch
Concern at a
glance
Die Broschüre „DER UMDASCH KON-
ZERN“ steht ab sofort in einer aktualisierten
Fassung zur Verfügung. Darin werden
plakativ und übersichtlich die beiden
Geschäftsfelder des Konzerns – Doka
Schalungstechnik und Umdasch Shopfitting
Group – dargestellt. Ausgewählte
Meilensteine der Unternehmensentwicklung
sowie interessante Leistungskennzahlen
ergänzen diese leicht verdauliche
Informations-Broschüre. Bei Interesse
schicken wir Ihnen gerne ein Exemplar
zu.
Die Broschüre „DER UMDASCH KONZERN“
bietet einen schnellen Überblick über das
Unternehmen, dessen Wurzeln in das Jahr 1868
zurückreichen. The brochure “DER UMDASCh
KONZERN” provides a quick overview of the
company whose roots go back to 1868.
an updated version of the brochure
“deR umdasch KonZeRn” (the
umdasch concern) is available immediately.
It presents the two business areas
of the concern – doka Formwork technology
and the umdasch shopfitting Group
– 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.
umdasch shop-concept 5

Photo: ECE, Skyline Plaza, Frankfurt
sHoP ConCePt toPIC
shopping Centres
author
Reinhard peneder
the economic framework conditions for the retail sector in
europe are not as bad as in often claimed. In many countries
the retail sector has survived the crisis without major damage,
and in some places it has even served as a motor for
the domestic economy. and the medium-term prospects are
judged to be quite positive, although a differentiated assessment
of the individual markets is necessary.
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.
It is a truism that in the retail sector, it is the location that is
the decisive success factor. In this respect there will even be a
further polarisation, with a concentration on absolute top locations.
“1B locations, not to mention the odd specialist market
location, are in danger of collapsing”, says Klaus striebich,
managing director for Leasing with ece, the european market
leader in shopping centres in hamburg. after all, retailers are
mobile; they will go where the location is right.
6 umdasch shop-concept ShOP aktuell 109

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
develop – in other words, between bricks-and-mortar retail and
online retail? here, too, Klaus striebich has an appropriate
answer at the ready: “concepts will be especially successful if
they are suitable for a multi-channel approach”. presence in a
number of channels, especially in the internet as well as a shop,
is precisely what customers expect today.
Shopping centres continue to gain market shares
experts agree that the market share of shopping centres, even
in saturated markets such as central europe, will continue to
grow. the reason is easy to see:
there is still space available for
upward expansion. In the usa
the market share is around 60
percent; in the uK it is more than
15 percent; and in Germany, for
example, it is no more than 7 to
8 percent (measured by sales
ShOP aktuell 109
“Concepts will be especially successful
if they are present in several channels,”
says Klaus Striebich, Managing Director
of ECE.
Photo: SES, Lammerhuber
sHoP ConCePt toPIC
shopping Centres
area). Furthermore, the retail turnover in shopping centres develops
better in the long term than in other locations. however, the
big boom in shopping centres in countries like Germany and
austria is already over. nonetheless, new projects are still under
development (see also the table of shopping centre openings/
redevelopments). at ece, for example, malls in oldenburg (2011),
dortmund (2011), Koblenz (2012), aachen (2013) and Frankfurt
(2013) are in the pipeline. In Vienna ece is involved in the railway
station shopping centres in Vienna: West station (2011) and the
new central station (2014). as regards austria, experts assume
that the G3 shopping Resort Gerasdorf in the north of Vienna,
which is due to open in 2012, will be the last inter-regional centre
for the foreseeable future. there
were a number of developments
in 2010, however. Kaufhaus tyrol,
a very high-quality shopping centre
with high-quality architecture
and attractive design, opened
in Innsbruck. the 32,000 m²
Varena shopping centre in
Mag. Marcus Wild, CEO of SES: “The
greatest sustainability can be found
when a shopping centre is located in
the right place.”
umdasch shop-concept 7
Photo: SES, Gernot Gleiss

Photos: SES, Lohberger Photography
sHoP ConCePt toPIC
shopping Centres
the regional capital of upper austria, Vöcklabruck, is also very
impressive. Behind this project lies ses (spar european shopping
centers). the donauzentrum in Vienna has expanded its
area by about 30,000 m² to 130,000 m² and is now the second
largest shopping centre in austria, after the shopping city süd.
and there have also been a number of modernisations.
Comparison of the development of sales area size
(Germany)
2000 = 100 Index of Sales areas: Index of Sales areas:
shopping centres retail stores
150
140
130
120
110
100
90
103,7 106,2
110,1 113,0
116,7
120,8
126,6
131,9
138,7 141,7
146,9
101,1 102,3 103,7 104,7 105,9 107,2 108,2 109,4 109,9 110,4 111,0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010* 2011*
(source: GfK Geomarketing) * prognosis
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.
In spite of the relatively high existing stock (150 malls with a
total area of approx. 2 million m²) a further 20 shopping centres
are planned in switzerland, with an area of approx. 500,000 m².
“the number of empty properties in swiss shopping centres
remains marginal. We can assume that spaces in shopping
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
swiss malls achieve a top figure internationally.
focus on revitalisation and modernisation
In general, however, the big boom in shopping centres in
central europe is over. the main emphasis currently lies on revitalisation
and modernisation, and in certain locations also on
expansion. here there is more than enough to do. more than
two-thirds of the sales areas in German shopping centres, for
example, were built before 2000 – that represents a total of over
9 million m² in 280 centres. the Gma deduces from this statistic
that there is a need for revitalisation in the case of more than
5 million m² (see table page 10). the end of the central european
shopping-centre boom is in part due to a more restrictive
approval policy, especially in green-belt areas. the trend towards
city-centre malls continues, preferably as part of integral citydevelopment
projects. the fact that the availability of large plots
8 umdasch shop-concept ShOP aktuell 109

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”
to smaller projects. Whereas in 1998 the average size of a shopping
centre in Germany was 34,000 m², the centres planned up
to 2012 now have an average area of only 27,000 m².
some of the shopping centre developers and operators are
currently thinking out loud about whether, and if so, in what
way, potentially available space previously occupied by department
stores might be used. this is sure to be an exciting development.
however, the department stores themselves also want
to be involved in providing the answers. that, at least, is the
shopping Center ranking 2010 (austria)
1 europark, salzburg
2 dez, Innsbruck
3 scs (mall and multiplex), Vösendorf
4 donauzentrum/donauplex, Vienna
5 shoppingcity, seiersberg
6 pluscity, pasching
7 millenium city, Vienna
8 haid center, ansfelden
9 atRIo, Villach
10 messepark, dornbirn
ShOP aktuell 109
source: Vienna
university of economics
and Business, Institute
of Retail & marketing,
based on a survey of
occupants (tenants).
survey criteria:
turnover, turnover/
m² sales area, no. of
shops, appearance and
atmosphere, centre and
facility management,
rent/ additional costs/
advertising cost
allowance.
Photo: Andreas Bruckner
conclusion to be drawn from an elegant statement by thomas
Fox, chief Restructuring officer of Karstadt Warenhaus aG, at
the German Retail congress in Berlin in mid-november. Fox
said: “department stores are shopping centres without walls,
with the best specialists under one roof.”
The next generation: urban third places
sHoP ConCePt toPIC
shopping Centres
cities are experiencing a renaissance as a form of life and culture.
they are continuing to expand and are becoming de facto
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,
investors and consumers. artificially staged centres where
shopping, experience and urban lifestyle crystallise are created
– “maximum kicks in minimum time”. It is less a question of
pure shopping, and more a matter of opportunities for socialising.
places arise in which real and virtual worlds intersect. It
is in settings like these that the shopping centres of the future
will prosper. What will be required will be urban third places,
which offer constant variety and at the same time give people
the impression that they can “feel at home”. Living, working,
leisure and shopping will become fused. a central location is not
absolutely necessary for this new form of urban living. thanks
to their efficient organisation and intensive management,
umdasch shop-concept 9

sHoP ConCePt toPIC
shopping Centres
shopping centres will find it easier than other locations to create
such worlds. the basic requirement will be the uncompromising
orientation towards the wishes of the customer, since this is the
only way that a unique quality of experience can be created.
“Every day with your finger on the pulse”
But how can one create a quality of experience in a shopping
centre? how can people experience it as being in their own living
room, where visitors become friends? It is, indeed, very hard
work, a real struggle over every detail, no matter how small. this
is the impression mag. marcus Wild gives in a fascinating conversation.
Wild is the ceo of spar european shopping centers
Gmbh (ses) in salzburg, the biggest austrian shopping-centre
operator, and a man with extensive retail experience. a tour
of the europark in salzburg, winner of numerous international
awards and the “flagship” of ses, designed by the Italian star
architect massimiliano Fuksas, becomes a glimpse behind the
scenes of successful shopping centres. easy accessibility, good
links to the public transport network, a generously spacious
multi-storey car park, quality architecture, plenty of daylight,
easy-to-follow, transparent route guidance, a garden landscape
with lots of trees … these features may well be found in other
shopping centres too. here it is more the details which we find
surprising. a small theatre, for example, which is permanently
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.
used as a cabaret. or a gourmet restaurant (“the prestige of a
shopping centre is defined to a considerable extent through its
gastronomy”). and then there is the nursery school. “nursery
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
stress.” of course, the customers of the europark also appreciate
this service. the attractive trees, which contribute much to
the atmosphere, are only possible if you think about them before
building starts. Because where will proper trees be able to take
root? customers’ length of stay will also increase with plenty of
fresh air and attractive acoustics.
need for revitalisation of German shopping centres
(by location/position)
Location category Shopping centre Share in %
Location ... Absolute In m²
... in the city centre/
on the outskirts
Turnover
in %
In m² in %
65 1.268,766 32.66 24.23
... in district 77 2.097,248 38.69 40.05
... in green belt 57 1.870,945 28.64 35.73
Overall 199 5.236,959 100 100
(source: Gma 2010) approx. values; differences may arise due to rounding up or down
10 umdasch shop-concept ShOP aktuell 109

ShOP aktuell 109
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
feedback every day if possible,” a shopping centre should have
the spirit of retail in its genes. at ses, with spar and the associated
retail experience forming the background, this is certainly
the case. “For us, centres are not short-term speculative properties,
but the emphasis is on sustainable quality,” says Wild.
the same also applies, incidentally, to ece, where the corporate
structure also means that the company is firmly anchored in the
retail business. and so it is no coincidence that ece and ses
plan to develop activities on the Italian market as partners in the
form of a joint venture.
Name before size
the “right” blend of tenants remains an essential factor in the
success of a shopping centre. this starts with the anchor tenants.
these were formerly virtually always a consumer market,
large-area sector leaders or department stores. today it is also
a matter, above all of big, attractive names which should not be
missing from the cast list. Brands like apple, hollister, de igual
or tomorrow’s shooting star, still unknown today, will turn a
shopping centre into a conversation topic. For this reason, it is
imperative to recognise innovations and developments in retail
and allied fields as early as possible. and once they have been
won over as tenants, it is an additional challenge to incorporate
these innovative concepts into a fully-occupied and successful
shopping centre. a good deal of sensitivity will be required.
the space requirements of sector leaders, for example in
sports or book retail, continue to increase modestly (“expertise
needs space”). on the other hand, variety is also required,
because customers like to have a choice between large and
small shops, or between big brands and no-name products.
and the occasional local hero can have an invigorating
effect too.
Sustainability as a matter of necessity
sHoP ConCePt toPIC
shopping Centres
sustainable development and the sustainable operation of shopping
centres are increasingly being transformed from being a
cost factor to becoming a matter of necessity. sustainable property
development in the shopping-centre sector is becoming a
standard for investors, project developers, tenants and customers.
“the greatest degree of sustainability can be found at the
outset if a shopping centre is in the right location,” observes
marcus Wild, well aware that the subject has many aspects. In
any case the ses-center europark, Q 19 in Vienna-döbling and
atRIo in Villach have already secured numerous international
awards when it comes to sustainability, including the Icsc
Resource award 2008.
umdasch shop-concept 11
Photo: Klaus Bossemeyer / Agentur Bilderberg

sHoP ConCePt toPIC
shopping Centres
shopping Centres: new openings and rebuilding projects 2011/2012 (selection: Germany and europe)
centre centre type shops area in m2 new opening/
rebuilding etc.
date of opening
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
field of sustainability. after a year of intensive research the
university of Karlsruhe and the ece presented the first comprehensive
book on the subject of sustainability for shopping
centres at the expo Real. It addresses the six main subject
areas ecology, economy, social and Functional aspects,
technology, processes and Location in the form of 42 sustainability
criteria. of course the ece also puts these criteria
into practice in its daily work.
shopping centre density in europe
(per m² per 100 inhabitants)
Sweden
Estonia
Denmark
Austria
Switzerland
Slovenia
Finland
Lithuania
Portugal
Spain
(source: Regioplan consulting)
0 10 20 30 40 50 60 70
London, Las Vegas, Astana
With regard to the quality of its shopping centres, europe has
clearly overtaken the usa. In recent years virtually no new shopping
centres have been completed in the usa which attracted
the attention of european trend scouts. one exception is the
crystals shopping mall at citycenter in Las Vegas. designed by
daniel Libeskind and other high-profile architects, it is a mixeduse
project of gigantic dimensions. the mall is reserved exclusively
for luxury brands; you will search in vain here for a casino
or gift shops. and that is very atypical of Las Vegas. Instead,
the entire mall is dominated by pure elegance. an architectonic
highlight is the modern interpretation of the spanish steps in
Rome. thanks to the Westfield mall, London has become one of
the prime addresses in europe when it comes to shopping centres.
and the British capital will continue to improve its image
on the shopping scene in view of the forthcoming olympic
Games in 2012.
project developers like ece and ses are cautiously but determinedly
expanding their core markets. Further engagements are
ultimately dependent on the approval practices in the countries
concerned. “We go to those places where the basic conditions are
right,” insists Klaus striebich. In addition to the co-operation with
ses in Italy, ece will also be moving into the spanish market.
12 umdasch shop-concept ShOP aktuell 109

ShOP aktuell 109
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.
countless projects were brought to an abrupt halt by the crisis.
now the cranes are operating again on many of the building
sites. In many cases the crisis was like a thunderstorm which
has cleared the air. “the soldiers of fortune have disappeared;
these days projects are being developed in a highly professional
manner,” says Reinhard Winiwarter of the Vienna Location
marketing agency, an expert when it comes to eastern europe.
“however, the markets must be seen in a differentiated manner
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
in hong Kong, singapore and Kuala Lumpur, there are already a
number of first-class prestige projects. and interesting shopping
centres have also recently been opened in poland and turkey.
the Khan shatyr shopping and entertainment centre in astana,
the capital of Kazakhstan, is particularly unusual and spectacular.
It was planned by norman Foster and opened in summer
sHoP ConCePt toPIC
shopping Centres
2010. a transparent tent construction measuring 150,000 m²
forms the framework for this landmark, which is visible from
afar. covering an area the size of ten football pitches, the tent is
150 metres high and contains on five floors a shopping centre,
gastronomy oases and a luxurious spa including a swimming
pool with sand from malaysia. It is claimed that so many guests
invaded the tropical setting during the first days after it was
opened that since then an entrance fee has been charged in
order to be able to cope with the number of visitors.
links: www.ig-immobilien.com
www.across-magazine.com www.khanshatyr.com
www.acsc.at www.rankmalls.com
www.ece.de www.scsc.ch
www.gcsc.de www.ses-european.com
www.gma.biz www.sma-austria.at
www.icsc.org www.wu-wien.ac.at/retail
umdasch shop-concept 13
Khan Shatyr was built by SML Construction

14 umdasch shop-concept ShOP aktuell 109

ShOP aktuell 109
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.
umdasch shop-concept 15

sHoP desIGn
euroshop
text
sonja scheidl
“Excellent cuisine and successful
shops have much in common,”
observes helmut Neher, Executive
Director of Umdasch.
“there are a number of obvious similarities between excellent
cuisine and successful shops. In both cases carefully selected
ingredients, creative recipes and professional preparation
lead to unique results. cooking wins people over, and so does
inspiring product presentation. those were the ideas behind our
euroshop concept,” explained dipl.-Volkswirt helmut neher,
the executive director of the umdasch concern who is responsible
for the shopfitting section. the focal point of the stand,
which will cover an area of about 800 m², will therefore be a
spacious communication area with a “cooking arena” in which
guests will be plied with culinary specialities as well as firsthand
information.
on all five days during the fair, sarah Wiener and her team will
be presenting a daily cookery show at 1.30 p.m. the starred
chef, famous for her authentic approach, will be passing on tips
and offering guests exciting glimpses of the world of gourmet
pleasures. the undoubted highlights will be the two gourmet
evenings to be held directly at the stand.
Sustainable shopfitting and professional project
management
of course, visitors can also expect to find à la carte quality when
it comes to shopfitting. umdasch and assmann will present
their current products and service modules in an attractive way
within the two theme areas. one of the major focal points at
assmann Ladenbau will be the subject of sustainability. Indeed,
the slogan “We fit out shops. With Responsibility” seems all
the more credible with the current certification according to
Iso 14001:2004. In concrete terms the company will be presenting
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.
“Sustainability and economic
efficiency are not contradictions.
That is what we shall be showing
at the EuroShop,” comments
Claus Schmidt, Managing Director
of Assmann.
16 umdasch shop-concept ShOP aktuell 109

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
manner the consumer’s demands for product transparency. the
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 monitor
in real time. a further innovation is the programme “Fino”, a
presentation system for high-quality food and non-food ranges
on the basis of the aLL4one family. Its organic forms, concave
and convex shelf shapes and backlighting using Led technology
make it a very attractive product.
the enormous importance of professional project management
in modern shopfitting is dramatically presented in the umdasch
shop-concept area. In fact, in addition to its role as an international
shopfitter, the company has also developed into a reliable
ShOP aktuell 109
sHoP desIGn
euroshop
Wood, bamboo, cardboard, banana stalks and reeds are some of the
shelving options for the “Green Shelf” by Assmann Ladenbau. On view at
the EuroShop in Düsseldorf.
logistics partner for national and international rollouts for famous
companies. the 2011 programme of the umdasch shop academy
will also be presented; the latter has established a reputation
as a highly specialised institute of further education for
the retail sector. amongst the highlights are without doubt the
shop expeditions “Laden-dramaturgie LIVe!” (shop dramaturgy
LIVe!), which will be heading for shanghai and Las Vegas in 2011
and in 2013 even “In 18 tagen um die Welt” (In 18 days around
the World). Furthermore, the “Ladenbau- und Laden-marketing-
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.
umdasch shop-concept 17

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
punctually to coincide with the euroshop.
a further contribution is devoted to the presentation of the service
modules “Brand strategy”, “Brand design” and “store planning”
by shopconsult by umdasch. the team of the consultancy
firm consists of 30 experts from various disciplines located in
Germany, austria and switzerland. thinking and working within
a network is part of the daily routine for the shopconsult staff.
EuroShop Première: hangingframe, AlGate, StackEasy
umdasch shop-concept will be introducing three new systems
disguised as further exclusive ingredients, and therefore emotionally
linked to the fair motto. With a touch of humour they
have been allocated to the world of culinary pleasures:
Indian flavour by hangingframe
hangingFrame appeals with lightness. compared with classic
floor-based shelving systems it is very exotic – like Indian cuisine.
the system creates new
scope for shop design. the
shelving frames are affixed
to tracks on the ceiling and
can be freely positioned
within the shop space. this
means that hangingFrame
can be used in particular for
the design of focal points. Its
understated elegance makes
Carefully selected ingredients, creative recipes and professional
preparation produce unique results – in cooking and in shopfitting.
That is the message at the Umdasch stand at the EuroShop.
it particularly suitable for the presentation of exclusive ranges in
the fashion and accessories sector.
Italian Delicacies by AlGate
Reduced to the essentials but distinguished, noble and elegant,
with an exclusive finish – like Italian fashion. this system is also
a good example of variability. It consists of a moulded aluminium
structure and can either be fitted with back elements or used as
an open framework.
A Taste of Japan by StackEasy
the elements of this system are simple, geometrical and un-
adorned. combined together they offer a wide range of solutions –
as in the culture of Japan. the core idea of stackeasy could not
be simpler. With the help of universal mounting sockets, legs and
spacing tubes can be mounted onto wood and glass panels.
a principle that permits the design of a wide variety of table
forms.
the systems on display also demonstrate the skills and technological
possibilities of
umdasch shop-concept
in the field of brand and
project-specific system
development. and that, in
addition to project management,
is one of the major
topics in shopfitting.
18 umdasch shop-concept ShOP aktuell 109

The new Umdasch system AlGate is a good example of variability. It consists
of a moulded aluminium structure and can be used either with or without
back elements.
To emphasise
the clean lines of
the stand architecture,
Philips used the LED-based
eW Cove Powercore cove
lighting.
ShOP aktuell 109
Lighting accents by Philips
the subject of lighting is of enormous importance
in shop presentations, but it is also
essential for a successful trade fair presentation
too. umdasch has joined forces
with philips as a lighting partner
for the euroshop. apart from the
basic lighting, lighting solutions
have been developed which
reflect the trends in pioneering
shop lighting.
on the one hand it was
a question of underlin-
ing the clean lines of
the spacious stand
architecture. this has
been achieved along the
open long sides by means of an Led-based cove lighting which
traces and heightens the contours of the stand architecture. on
the two shorter sides, by contrast, a homogenous, overall lighting
effect using linear uplights provides additional accents on the
diagonally positioned logo walls which are covered with translucent
gauze. this provides the overall structure of the stand
with more transparency on the closed sides and thus permits
tantalising glimpses of what is happening inside the stand.
at the same time it was important to direct the attention of the
fair visitors inside the stand specifically towards the fair highlights
and services. to this end the linear, steerable wallwashers
Variety is the common element linking the StackEasy table programme to
Japanese culture.
provide an even overall lighting which, together with the strip
lights providing backlighting for areas of translucent concrete
and wood, ensure that the shelving and shopfitting systems
stand out clearly from their surroundings. In the entrance and
event areas modular lights with innovative Led technology, concealed
in the reception desk, the bar and the show kitchen, create
subtle but attractive islands of light which attract visitors’
attention.
Professional performances in various disciplines
sHoP desIGn
euroshop
the euroshop presentation of umdasch and assmann was
developed by the hamburg-based design agency syndicate,
which was the successful winner of an international ideas competition.
the design professionals at umdasch and assmann
were responsible for planning the specific theme contributions.
apart from philips, further famous partners were involved in
the realisation of the stand. these included, for example, neff
(kitchen equipment), procedes (gauzes), team 7 (custom-made
natural wood furnishings in the central area) and terhürne
(parquet flooring).
links:
www.euroshop.de www.philips.de
www.a-la-carte.cc www.procedes.de
www.umdasch-shop-concept.com www.team7.at
www.assmann.at www.terhuerne.de
www.shop-consult.com www.neff.de
umdasch shop-concept 19

sHoP rePort
Haas – sCs and PlusCity
text
Reinhard peneder
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
some 5,000 m² on the former motor city site of the shopping
city süd on the southern outskirts of Vienna and in pluscity
west of Linz. Both are prestigious locations in or near successful
shopping centres with a high purchasing-power clientèle
in the catchment area. “Without the bankruptcy of cosmos
photos
manfred aigner
the pyramids in the
electrical pond
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”.
our expansion would certainly have been difficult,” observes
Wolfgang pelz, managing director of haas, who acquired the
electrical goods retailer five years ago together with Josef Gass
and martin pohl within the framework of a management buyout.
With the two new locations the turnover is expected to
double to over € 100 million. this represents a market share
20 umdasch shop-concept ShOP aktuell 109

ShOP aktuell 109
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.
umdasch shop-concept 21

sHoP rePort
Haas – sCs and PlusCity
40,000 articles on 5,000 m² sales area,
clearly divided on one floor according
to the range of products concerned –
the new haas at Shopping City Süd.
of only two or three percent, but apart from media-saturn haas
is the only remaining trans-regional retailer since the chain
stores niedermeyer and hartlauer are really “local suppliers”.
and so are the 900-odd retailers of Redzac, electronicpartner
and expert as well as more than 2,000 independent retailers.
A unique concept
Founded in 1968, elektro haas originally established itself as
a chain store in the Vienna region; in 2000 came the transformation
to a trans-regional retailer (“expertise needs space”).
however, until recently the main store, also with a floor area
of some 5,000 m² and occupying the eye-catching pyramid
in seyring near Vienna, stood alone. the attractiveness of the
store was improved constantly and with great success; it was
last re-designed in 2007. the unique concept of an advice and
service-oriented specialist market has now also been transferred
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
his own words. this is how the company aims to distinguish
itself from media-saturn.
uncompromising customer-orientation is the order of the day.
the focus lies on branded goods and specialist retailer service;
a total of some 40,000 articles are available for purchase.
store
Cash desks
Cash desks
Entrance
Office
Cash desks
Infobox
Computers
Locations: areal shopping city süd, Vösendorf near
Vienna and pluscity, pasching bei Linz
contact: www.haas-el.at
no. of floors: 1 (scs) / 2 (pluscity)
sales area: each approx. 5,000 m²
opening: september (scs) / october 2010 (pluscity)
sector: electrical goods
planning: Ing. Franz heinzl and Ing. Gerald haider
(both umdasch shop-concept)
shopfitting: umdasch shop-concept amstetten
shopfitting systems: umdasch systems and project-specific
developments
Lighting: Zumtobel
Education, games
the white goods ratio in the high-turnover range lies at 45 percent.
haas offers its own installation service with carpenters
and electricians as well as an equipment rental service. these
are all details which ultimately appeal especially to the 50-plus
generation with their high purchasing power. Wide gangways,
a good overview, a congenial ambience and friendly and welltrained
staff also contribute to ensuring that visitors feel at ease
22 umdasch shop-concept ShOP aktuell 109
Telephone
Office
Photography
Wellness
store
store
Sound/ picture carriers
Small kitchen appliances

MP 3
Drinks
The third haas pyramid stands on the Shopping City Süd site as a spacious
entrance for a 5,000 m² sales area on a single level.
here. and the customer restaurant caters to the overall wellbeing.
an upgrade across the board, in fact.
The little tricks of product presentation
as shopfitting partner Wolfgang pelz once again called on
the services of umdasch shop-concept. Ing. Franz heinzl
ShOP aktuell 109
Car HIFI
SAT
Accessories
GaLLeRY
Bose
Studio
Built-in appliances
Show kitchen
Kitchen appliances
Television
Entertainment
electronics
store
Video
Entertainment electronics
HIFI
Household appliances
Dyson
Television
LOEWE
Laundry appliances
sHoP rePort
Haas – sCs and PlusCity
Television
SKY
Customers’ restaurant
This is how the haas pyramid in PlusCity functions. The pyramids have now
found their way into the logo too.
and Ing. Gerald haider and their team made further improvements
to the plan developed for seyring in 2007. While it was
possible to plan across a single level at scs, at pluscity it
was necessary to adapt the concept to two floors. For each
department product-specific “settings” were created, and
the product-specific advantage for the customer was underlined
by the form of the presentation or additional visual
umdasch shop-concept 23

sHoP rePort
Haas – sCs and PlusCity
This is what white goods look like if they are presented in a cosy atmosphere.
information. For many articles special units and shelving were
developed to enable the customer to get hold of them, also
literally. emphasis was placed on tidy electrical cables on the
presentation units. order and functioning appliances are thus
guaranteed even at peak times.
particularly noticeable in the haas stores are the low-level
units in the centre of the store. this facilitates orientation for
customers and allows them to “navigate efficiently” (a major
factor in ensuring that they feel at ease). But the generous
overview is useful for the staff as well, because the advisor
can be on the spot quickly whenever he is needed. the
Special presentation solutions were developed for numerous articles. here are
some of these stars of professional product presentation.
customer’s right to this advice is strikingly demonstrated by
the clearly marked advice centres. the carpeted floor makes
for a cosy atmosphere, together with soft shades of beige and
wood surfaces in cordoba olive. the lighting design is based
on Led units and supports this concept. the lighting mood
can be adjusted by department or seasonally to achieve the
desired mood.
Worth a story in itself is the record speed with which these two
projects were executed. In the scs it took just four months
and three weeks, including the alterations to the building. “We
only achieved this remarkable feat because we had such a
24 umdasch shop-concept ShOP aktuell 109

The prominent advice centres indicate the customer’s right to first-class service.
fantastic team at our side,” says Wolfgang pelz. at pluscity it
was a similar story; haas was only offered the location on the
tuesday after easter.
Pyramids as a landmark
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 aktuell 109
sHoP rePort
Haas – sCs and PlusCity
pyramids within a shopping centre like pluscity. the solution
was found in the form of an elegant entrance portal. here it
can be seen that the pyramids have now also found their way
into the new haas logo. and Wolfgang pelz is secretly thinking
about where there might be room for more pyramids in the
austrian retail landscape.
umdasch shop-concept 25

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.
26 umdasch shop-concept ShOP aktuell 109

ShOP aktuell 109
sHoP PanoraMa
[2] Intersport eybl
Intersport eybl
Authentic lifestyle worlds
the premium sports retailer Intersport eybl stands for competence
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 lifestyle
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
opening: october 2010
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.
umdasch shop-concept 27

sHoP PanoraMa
Kastner & Öhler [3]
Kastner & Öhler
Fashion house with world flair
From department store to
Fashion department store
− the story of Kastner
& Öhler, founded
in 1873, can be
summarised in just
a few words. today
the family-owned
corporation, which
also includes the “Gigasport” sports chain, operates 47 locations
in austria, slovenia, the czech Republic and slovakia. the heart
of the enterprise remains, however, the company headquarters
in Graz. after a rebuilding project which took three years and
which was carried out in stages, K&Ö opened the doors to the
entire store for the first time on 20. 10. 2010 – a date chosen to
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 international
flair. the extensive product range in the main store is
complemented by perfumery, cosmetics, accessories, lingerie,
home accessories and a shoe department.
K&Ö need not fear comparison with top stores in international
fashion metropolises, not only with regard to the range of products,
but also as regards the architecture, visual merchandising
and presentation. as soon as customers enter the 35-metrehigh
atrium with its rounded arches, loggias and white-and-gold
stucco pillars they are caught up in the spell. architectural features
of the building dating from 1913 have been renovated with
loving attention to detail. tradition and modernity meet in the
new K&Ö. the highlights include the top floor with its “sloping
architecture” under the roof and a 360-degree city panorama as
well as the brilliantly staged theme and brand worlds.
Infobox
Location: sackstrasse 7 – 13
8021 Graz
austria
contact: www.kastner-oehler.at
sales area/ no. of floors: 40,000 m 2 / 8
opening: october 2010
sector: Fashion department store
planning: Blocher Blocher partners
shopfitting: umdasch shop-concept, austria;
Ganter Interior; schlegel; Lauinger
Ladenbau
Lighting: Vedder Lichtmanagement (planning)
In-store decoration: dioma
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.
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umdasch shop-concept 29
ShOP aktuell 109 Photo: Bernd Kammerer/Blocher Blocher Stuttgart

sHoP PanoraMa
niketown london [4]
In the niketown stores the sports article giant nike’s inimitable
feeling for innovation and staging are demonstrated to good
effect. new marketing strategies are tested and pioneering
trends set. the niketown concept was born in 1990 in portland.
today about a dozen brandlands are among the stars of
the international retail stage. the re-opening of the niketown
in London in october 2010 attracted worldwide attention.
For more than a decade the building at oxford circus has
been a magnet for the general public. the complete rebuilding
was carried out in stages; together with the fourth sales
floor which has thereby been created, it has transformed the
niketown in the British capital into the biggest and thus the
most important nike store in the world. the rebuilding forms
part of an ambitious expansion strategy.
the us sports article concern demonstrates the current state
of the art in the fields of design and branding through uncompromising
staging and regular transformations of its worlds
niketown london
Brandland no. 1
of experience. a glimpse at the recently completed second
and third floors of the niketown in London shows a consistent
approach in the selection of materials. Black metal sheeting,
painted to retain its natural colour, and stained antique-look
oak surfaces have been employed. many details such as, for
example, basketball lines on the wall and tables with artificial
grass surfaces allow the visitors to immerse themselves in the
individually designed sports worlds.
Infobox
Location: oxford circus
London W1n 9ds
uK
contact: www.nike.com
sales area/no. of floors: 3,600 m² / 4
opening: october 2010
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.
30 umdasch shop-concept ShOP aktuell 109

Photos: Factory 311
ShOP aktuell 109
umdasch shop-concept 31

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 department
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 flexibility
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: umdasch shop-concept, austria
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.
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[6] swisscom
swisscom
Pilot projects with wellness effect
swisscom, the leading telecommunications company in switzerland,
shows its true colours in its own shops as well as in
franchise stores. In order to offer its customers a contemporary
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 further
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
shopfitting: umdasch shop-concept, switzerland
shopfitting system: Brand-specific development
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.
umdasch shop-concept 33

Photos: 34 REWE Group/Billa
umdasch shop-concept ShOP aktuell 109

ShOP aktuell 109
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[7] Billa Corso
Billa Corso
Exquisite temple of gourmet
pleasures
Billa is the largest retail organisation within the Rewe International
aG, an umbrella concern which also includes merkur, Bipa,
adeg and penny. With some 1,000 branches, Billa positions itself
on the austrian home market as “supermarket no. 1”. the company
recently became the talk of the town with the opening of
a new flagship store in the venerable herrnhuterhaus in Vienna
city centre. the new Billa corso, as the supermarket chain’s flagship
store is called, sets new standards in food retailing when
it comes to design and service. In order to make this branch
into a meeting place as well as a temple of gourmet pleasures,
the inhabitants of the inner city were asked about their wishes
and expectations. the results – which included changing food
stations, a gourmet area, a gift packaging service and longer
opening times – were included in the design of the new Billa
corso. and the exclusive range of products, from a comprehensive
champagne range to Italian delicatessen and the staff, well
trained in relevant topics and etiquette, are targeted at a highincome,
demanding clientèle.
much attention was paid to a careful treatment of the original
architecture of the historic herrnhuterhaus. stucco ceilings,
domed rooflights and pillars were restored. Baroque wallpaper
patterns and chandeliers recall the history of the building.
a high-end material mix creates an exciting interaction
between tradition and modernity.
Infobox
Location: neuer markt 17
1010 Vienna
austria
contact: www.billa.at
sales area/no. of floors: 990 m² / 3
opening: october 2010
sector: Food
planning: Billa, schaberl artwork,
assmann Ladenbau
shopfitting: assmann Ladenbau
shopfitting system: europa & brand-specific
development
Lighting: molto Luce, Zumtobel
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.
umdasch shop-concept 35

sHoP PanoraMa
nico [8]
nico
Shopping-park première
Photos: Emanuele Inchingolo
during the past 50 years nico has developed into one of the
most successful top addresses in northern Italy. With a product
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
sales area/no. of floors: 3,000 m² / 1
opening: september 2010
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.
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[9] thalia
thalia
Just like home
thalia, the number one in general book retailing in the German-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 overall
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
sales area/no. of floors: 1,100 m² / 2
opening: october 2010
sector: Books
planning: umdasch shop-concept, Germany
shopfitting: umdasch shop-concept, Germany
shopfitting system: Brand-specific development
Lighting: umdasch shop-concept, Germany;
myLight
At Thalia in Dorsten the different topics have been staged as if in a private
home.
umdasch shop-concept 37

sHoP PanoraMa
Hannspree [10]
Infobox
Location: Westfield, unit 1068
London W12 7sL
uK
contact: www.hannspree.com
sales area/ no. of floors: 113 m² / 1
opening: november 2010
sector: electrical goods
planning: shopconsult by umdasch, Germany
complete development: umdasch shop-concept, Germany
shopfitting: umdasch shop-concept, Germany
shopfitting system: Brand-specific development
Lighting: umdasch shop-concept, Germany
Hannspree
Take One!
hannspree is a taiwanese manufacturer of Lcd-tVs and monitors.
the company stands for leading technology and distinctive
design. there are virtually no bounds to its creativity − the
palette extends from television sets with covers in the shape of
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
and forward-looking. now hannspree is conquering the european
market with its own stores. and so it was a matter of
“take one!” for the new store concept in november 2010 in the
Westfield mall, europe’s biggest inner-city shopping centre. a
rollout in further european capitals is planned.
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 displayed
to good effect in an understated manner on white presentation
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 cylindrical
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.
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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 opening
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
sales area/ no. of floors: 900 m² / 3
opening: october 2010
sector: sports
planning: umdasch shop-concept planning and
sales office, Innsbruck; architect: dI
Gerald diechler
shopfitting: umdasch shop-concept, austria
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.
40 umdasch shop-concept ShOP aktuell 109

eric Bompard
Elegance at the
highest level
Infobox
Location: 31, rue du Bac
75007 paris
France
contact: www.eric-bompard.com
sales area/ no. of floors: 400 m² / 3
opening: september 2010
sector: Fashion
planning: cIttI, umdasch shop-concept,
France
shopfitting: umdasch shop-concept, France
Lighting: Looom
Pharmacie riat
New presentation full
of history
Infobox
Location: av. de la Gare 46
2800 delémont
switzerland
sales area/ no. of floors: 160 m² / 1
opening: september 2010
sector: pharmacy/ health & beauty store
planning: umdasch shop-concept planning and
sales office Romandie
shopfitting: umdasch shop-concept, switzerland
shopfitting system: classic & brand-specific
development
Lighting: umdasch shop-concept planning
and sales office Romandie (planning);
RZB (supply)
ShOP aktuell 109
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’s 150 years of
expertise in health matters are
also reflected in the design of
the new sales room. Greenand-white
timelines along the
shelving displays lead through
the history of the town of
Delémont and its oldest
pharmacy.
sHoP PanoraMa
[12] eric Bompard, [13] Pharmacie riat
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sHoP PanoraMa
esprit [14]
over 12,000 points-of-sale with a total area of over 1.1 million m²
and 1,100 own stores: the figures released by esprit in the
summer of 2010 show the importance of the global player in
the fashion business. Recently the lifestyle brand, which is
listed on the hong Kong stock exchange, has increasingly
invested in its own shops. the re-opening of what is now the
world’s largest esprit flagship store in Frankfurt guaranteed
smiling faces all round. the location on Zeil, in the immediate
vicinity of the myZeil shopping centre, is considered an
absolutely top address: a “triple-a location,” as they say at
esprit. the existing store was extended by two additional
floors and now offers (except for esprit sport men) the entire
fashion range of the global brand, including all accessory
ranges.
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
numerous decorative plinths and decorative walls which can
be varied graphically. all in all it is a presentation which permits
changes to be made at any time. Between the floors are
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
Infobox
Location: Zeil 121
60313 Frankfurt
Germany
contact: www.esprit.com
sales area/ no. of floors: 3,600 m² / 5
opening: september 2010
sector: Fashion
planning: corneille-uedingslohmann
shopfitting: umdasch shop-concept, Germany
shopfitting system: carré & brand-specific development
Lighting: ansorg
In-store decoration: Ben hur
openings which provide lines of sight. the façade of the redesigned
store has also attracted a great deal of attention.
as in hong Kong it employs 14,000 Leds, which permit an
individual lighting presentation.
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sHoP PanoraMa
orex [15]
orex
Austro-Hungarian splendour
many austrians are familiar with the dorotheum as a pawnbroker’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 jeweller’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
sales area/ no. of floors: 250 m² / 1
opening: october 2010
sector: Watches / jewellery
planning: umdasch shop-concept planning
& sales office, Vienna; planning
department, dorotheum Vienna
shopfitting: umdasch shop-concept, austria
shopfitting system: Brand-specific development
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).
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[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
shopfitting: umdasch shop-concept, switzerland
shopfitting system: Brand-specific development
The hovering product presentation, elliptical forms and the decorative oval
framed in high-quality artificial leather characterise the new appearance.
umdasch shop-concept 45

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[17] dublin airport terminal 2
dublin airport terminal 2
Imposing Loop
Following the expansion of terminal 1 at dublin airport
(reported in shop aktuell 106), the multi-million project
“transforming dublin airport” is now entering the next phase.
the new terminal 2 was inaugurated in a ceremony on
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 potential
to be exploited, not least for the shopping areas within
the new terminal. Immediately beyond the security checks an
imposing shopping area unfolds. the new travel Retail store,
operated by the daa (dublin airport authority), is called “the
Loop”. the name says it all.
the shop design allows for a sophisticated navigation concept.
along the circuit (“Loop”) travellers will
encounter the big international brands in
cosmetics, perfumery and spirits. the ceiling
elements are backlit with coloured Leds;
together with the light and dark stone
floors they support the subtly designed
route guidance. organic shapes dominate
the entire store design and convey
the sense of perpetual movement characteristic of airports. a
ridged band with names of the product ranges on the back
wall and the low gondolas in the central area help customers
to find their way through the store.
Infobox
Location: dublin airport
terminal 2
Ireland
contact: www.dublinairportauthority.com
sales area/no. of floors: 1,100 m² / 1 (“the Loop”)
opening: november 2010
sector: travel retail
planning: the design solution;
pascall + Watson
General contractor: p. J. hegarty
shopfitting: umdasch shop-concept, Ireland
shopfitting system: Brand-specific development
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.
umdasch shop-concept 47

sHoP talK
Interview
Reinhard peneder
thomas Grote was greeted by accolades from the american
umbrella company Liz claiborne. “thomas Grote is better qualified
than anyone else to take on the challenges at mexx. he is
a marketing and product-oriented ceo and has a great deal of
experience in the retail and wholesale sectors”, was the comment
in a message. the native of Westphalia, now 47 years of age,
gained his first experience in a textile company at home in steinfurt.
his rapid ascent of the career ladder at esprit began when
he was 25. a short interlude occurred when he joined the fashion
brand “InWear”. In 1996 Grote returned to the esprit headquarters
in Ratingen to take charge of women’s wear. In 2006 he became
ceo. and in 2009 came the change from esprit to mexx.
What are the main reasons when a brand loses its magnetism
to the extent that Mexx did?
In our case the reason was clearly that over the years there
had been a marked deterioration of performance. the company
neglected its target customers and continued to design
the products that it wanted to sell without any consideration
for its target customers; and what is more, the products no
longer matched up to the expected quality. I would compare it
like this: if a car manufacturer which is a “shining star” today
suddenly starts to produce only cars which grind to a halt at
the next corner, then the brand will very quickly fail. In the case
of mexx, after the exit of the founder Rattan chadha there was
a gradual loss of product culture, product philosophy and a
culture of quality.
What is the new target positioning of Mexx as a brand and
where are the biggest changes?
We haven’t really done anything except to position the brand
back where it became famous. In the late 1980s and early 1990s
Rattan chadha created the style known as “smart casual”, a
combination of leisure fashion and office look. today we call it
“metropolitan casual”, because we decided that “smart casual”
is now a term which everyone uses. and metropolitan is
really only a more glamorous word for “city” or for “smart”.
We thought the expression “metropolitan casual” was so good
because it has not been used until today. But it doesn’t mean
anything different from our original positioning. I should like to
draw another comparison with the automobile industry. If opel
wants to be successful it simply has to build better cars than VW
and toyota. the goal is not suddenly to compete with daimler
photo
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.
Benz or BmW. the name simply doesn’t have the right magnetism
for that. after all the muddle of the past years, sometimes
young, then exclusive again, for us “metropolitan casual” is quite
definitely at the centre of our design development once more.
You made a comparison with cars and you named middleclass
brands – quite intentionally, I am sure. You see yourself
positioned in the middle, but that means you want to
be at the top of the middle?
Yes. traditionally, mexx was always a good brand in the middle,
as we could put it. a brand that wants high sales volumes
but which also provides its customers with a good image and
high prestige. But we are not prada, we’re not Gucci and we are
not h&m either. people used to say, irrelevantly, well, anyone in
the middle has a problem. to be honest, I see that quite differently.
We can observe all over the world that the middle class will
always remain strong. there are enough people who want to pay
a fair price, but who are merciless when it comes to demanding
quality. We have to be so good that our quality is comparable
with BmW but we only demand the price of a Volkswagen.
The new purple logo is a very noticeable element in the new
Mexx presentation. What does it stand for and what other
changes are visible and tangible?
It is obvious that we have to change our entire business model
as regards product development, organisation, sourcing, in
other words everything surrounding the product itself. the second
point is that we have to design our image again to make it
fresher, newer, more inviting. nothing has been done for the past
15 years. there are designer brands which are black or grey.
and then, in the commercial segment, there are Zara and mexx,
and they are black or grey too. and then there is the red group;
that includes esprit, s.oliver and h&m, which are more casual
brands. and then there are the greens, which means springfield,
Benetton etc. and there are blue brands like Gap, tom tailor and
Banana Republic. and I said to myself, really it would be a good
idea strategically if we had a colour of our own. and so we said,
the colour of moustache was blue and the colour of emmanuelle
was red. and then we said, let’s just mix the two and find a purple
colour. purple is not used very frequently in our retail sector.
and so we decided to take purple as our colour and it sparked
off a huge positive response. and at the same time we made the
lettering more dynamic and developed a clear visual language
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“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
important part of it, in which we communicate our look clearly
through good personalities. at the start it was heike makatsch.
the feedback is fantastic, the styles from the campaign are sold
out; the products are gone.
how do you translate the term “Metropolitan Casual” in
the shop?
our starting point was that we said, if we can be “metropolitan
casual” and our customers look like that, how would our
customers live and where would they want to be? and then we
throught of the names of metropolises like Berlin, Barcelona and
new York. and from that arose the central idea of the loft, which
we have carried through in our new presentation, consistently
and in all its facets, from the solid wooden door at the entrance
to small but important details in the product presentation.
how intense is the product concentration?
of course there are locations where one has to show more products
and others where fewer products are called for because the
productivity is different. But basically we have 25 items on show
per square metre. then we are also in a position to achieve a corresponding
turnover. of course the product supply is an ongoing
process, that is to say we create 12 collections per year which
are delivered every two weeks. In practice, in fact, every shop
receives new products every week. and if everything is sold by
then, then other styles are brought forward to fill the space. however,
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 aktuell 109
sHoP talK
nowadays, if you want to supply and operate franchise stores,
partnership stores or shop-in-stores sensibly, you need to be a
good retailer yourself. and so for the first time we have changed
the entire purchasing and inventory management model in such
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
in the industry is that so-called wholesale companies basically
offer 6 or even 4 collections and they are not geared towards
purchasing patterns. For example, if – as in the past – I deliver
80 % of my outdoor products, in other words my jackets, in July
and august, then I can work out that in october or november the
products will be old. and then the customer has already seen
the products 25 times. or the products are sold out or they have
to be sold at a reduced price, which is even worse. so now we
have arranged things so that our products each month really
are organised to suit the retail situation, in line with the sales
curve. and the number of style developments is also governed
by sales. In months when the turnover is high we have larger collections
than in months when it is lower.
Is there an ideal size for your shops in the case of shopin-shops
?
the best size for us to occupy is an area between 400 and 600
square metres. then we can stock it with men and women’s
fashion, accessories and shoes. In absolutely top locations it
could be as much as 1,000 square metres. For franchise shops,
for examples only women’s fashion, even around 200 square
metres can also be a good size.
umdasch shop-concept 49

sHoP ConCePt toPIC
store Branding
Ansgar hellmich, Vice President Global
Architecture at Mexx: “By adjusting the
various lighting levels we can create a
dramatic atmosphere in our shops.”
START
text
Reinhard peneder
BRAND STRATEGY
Typical development of a Store Branding Process. (source: shopconsult by umdasch)
Store Branding at Mexx
the relaunch of a
world brand
50 umdasch shop-concept ShOP aktuell 109
01
photo: mexx/philippi, Brüsselimpressionen,
shopconsult by umdasch, cornelia suhan
STORE CHECK
02
MARKET ANALYSIS

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
ShOP aktuell 109
04
PRODuCT RANGE
sHoP ConCePt toPIC
store Branding
umdasch shop-concept 51

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
when Rattan chadha amalgamated the brands moustache
(men’s and boys’ suits) and emanuelle (women’s wear), which
had been launched in 1980 with two kisses (symbolised
by XX), and renamed the brand mexx. the company expanded
rapidly over the next 15 years from its base in the netherlands,
establishing itself in a number of other countries and
creating various additional product lines. In 2001 the us
clothing corporation Liz claiborne took over mexx International
BV. In 2003 the first mexx shops were opened in the
united states. at the end of 2006 mexx founder and ceo Rattan
chadha withdrew from the operative business. not least
through the withdrawal of chadha, the product culture, product
philosophy and culture quality disappeared. the brand’s
glamour faded. the company turnover collapsed by about
a third and was listed for the business year 2009/2010 at
us$ 832 million. In this difficult situation Liz claiborne brought
in thomas Grote, a proven brand professional, as ceo. Grote,
equipped with wide-ranging powers and a great deal of trust,
started his new job in the amsterdam headquarters of mexx
in october 2009 (see also shop taLK on pages 48/49). he
located the real weak spots in both products and presentation.
he has brought together a new, dynamic team to manage
the brand relaunch.
“There must be not even a hint of shopfitting”
mexx entrusted the store branding of the new concept to the
consultancy firm shopconsult by umdasch. the new product
philosophy laid down the “metropolitan casual Lifestyle” (as a
central statement) and the new cd in the form of a striking purple
which from now onwards will be carried through mexx communication
as a leitmotif. moreover the new presentation is not
to be seen as just any system shop, but as an individual and
very personal boutique with charm. under no circumstances
should there be even a hint of classic shopfitting. that, at least,
is how ansgar hellmich, Vice president Global architecture at
mexx, put it.
06 DESIGN IDEA 08 STORE CONCEPTION
BRAND DESIGN
07 MOOD CONCEPT 09 DETAILED PLANNING
52 umdasch shop-concept ShOP aktuell 109

Maik Drewitz developed a special shelving and gondola system for Mexx
using water pipes which can also be suspended from the ceiling. height
adjustment is carried out by means of clamps.
negotiating a number of curves but altogether at a tremendous
speed, maik drewitz and the shopconsult-team developed a
coherent store design for this strategy in intensive co-operation
with the mexx professionals. derived from the briefing, brainstorming
sessions came up with terms like “city”, “metropolis”,
ShOP aktuell 109
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.
10 STORE BOOK 12 ORDER LISTS
sHoP ConCePt toPIC
store Branding
“culture”, “districts”, “Business district”,
“multicultural” and “parks”. and
that ultimately led to the image of a typical
new York loft as the central design
idea. “Loft – that is a combination of
traditional values blended with modern
elements”, added hellmich. Graffiti as
well as wood, steel, stone and tiles determine the look. Real
wood flooring of fumed oak, laid in a herringbone pattern, vintage-look
wallpapers and numerous decorative details emphasise
the homely character. the sculptural form in the till area
stands for modern city architecture, the lounge area with its
bright carpeting for multicultural life. the curtains of the changing
rooms are of theatre fabric, and the massive wooden doors
on the façades recall historic buildings.
11 VISuAL MERCHANDISING 13 POS COMMuNICATIONS
umdasch shop-concept 53

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
the design of the sales furniture shows the same attention to
detail. the basic product line was developed using water pipes
which are used either standing or suspended. clamps are used
to adjust the height. In the accessories area specially designed
wire hooks have been used. the tables in the central area, with
the addition of benches, are mobile and can thus be used in a
flexible manner. the formats and surfaces vary. sometimes they
are plain and rectangular and sometimes ornate and oval, and
sometimes they are equipped with light-coloured legs or ribbed
glass panels. “although the project does not look anything
like shopfitting now, nonetheless a certain modular approach
was used when we were planning the units. Because it is also
important that they can be produced at low cost”, was how
maik drewitz explained his deliberations. after all, the concept
must also be adaptable to suit the various area requirements.
the size ranges from shop-in-shops, through pure women’s
fashion shops (approx. 200 m²), full-range shops (approx. 600
m²) to flagship stores (1,000 m² and more).
“In order to ensure that the concept really acquires its own individuality,
a harmonious warmth and atmosphere, we use different
lighting levels in addition to the overall lighting to create
an almost dramatic mood. the focus thereby remains on the
products. For example, we focus a spotlight on a t-shirt, which
then really shines. and then it tails off again a bit before the
next highlight comes”, was how ansgar hellmich explained the
important lighting concept realised by RZB. the details include
specially created spotlights with a metal shade, clamp lights
with iron flexes and various decorative lighting. power-saving
35-watt cdm lighting is employed.
14 BASE ESTIMATES 16 DESIGN STORE
STORE PLANNING
15 PRELIMINARY DESIGN STORE 17 CONSENT PLANNING
54 umdasch shop-concept ShOP aktuell 109

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,
in future an appropriate face is also to become a recognition
feature of mexx. Für the collection 2010/2011 it is the popular
actress heike makatsch. her presence makes her a highly
credible representative of the metropolitan casual style. photos
of makatsch adorn the shop windows and shops in prominent
positions and she also presents the collection in a manner
which is sure to encourage sales in the brochure me+XX. the
styles from the campaign sold out very quickly. equally positive
are the reactions to the relaunch of the brand as a whole
and mexx will soon be back in the fast lane again. the aim is
to return mexx within the next few years to the position which
the brand once occupied: at the head of the european casual
and lifestyle brands.
ShOP aktuell 109
Broad range of services
In addition to the development of the brand design, shop
consult by umdasch supplied a very wide-ranging palette of
services for mexx in the shop planning sector within the framework
of this store branding process: detailed planning of the
furnishings, compilation of a store book, detailed design for the
store, co-ordination of the aroma and lighting concepts, area
planning, quantity calculations for products, drywall construction,
planning of the painting and electrical works, construction
management of the architectonic works and façade planning.
the shopfitting partner for these projects was Jonas Ladenbau
in oberhausen.
18 DETAILED DESIGN 20 COMMISSIONING 22 DOCuMENTATION OPENING
19 QuANTITIES ESTIMATES 21 CONSTRuCTION MANAGEMENT
sHoP ConCePt toPIC
store Branding
umdasch shop-concept 55

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.
Encyclopaedia of Shopfitting and Shop Marketing
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,
interdisciplinary task. professionals from a wide range of fields
work together in order to design and build as perfect a shop
as possible. the number of disciplines involved in shop construction
continues to grow. think of new topics such as neuromarketing,
shop dramaturgy, store branding and multi-channel
56 umdasch shop-concept ShOP aktuell 109

etailing. and then there are the longer-established specialist
areas and trades such as architecture, shop design, shop lighting,
business type and location development, project management,
pos marketing, visual merchandising and of course
shopfitting and shop marketing. Knowledge and information
about these specialist fields are mostly conveyed within the
disciplines themselves. there are virtually no interdisciplinary
publications.
the “encyclopaedia of shopfitting and shop marketing” aims
to provide a source of information and assistance with orientation
for all those involved in the planning and execution
of retail concepts and/ or shop investment. the encyclopaedia
section covers terms from the specialist areas described
above – from “1-a location” to “second public offering”. the
publisher has had the courage to leave certain gaps and concentrates
above all instead on those terms from the individual
disciplines which are especially relevant for the core subjects
shopfitting and shop marketing. For some keywords there are
detailed tables providing additional information. For example
the future prospects of selected types of business are
presented in a very clear manner, selected retail key figures
ShOP aktuell 109
listed or the umbrella terms for shopfitting systems explained.
there is also an overview of important events and specialist
publications for the retail sector. Readers will also find a complete
list of the members of the deutscher Ladenbauverband
(dlv – German shopfitting network). overall the book is very
attractively illustrated.
Top-class authors
sHoPFIttInG
encyclopaedia of shopfitting and shop Marketing
A typical double page in the encyclopaedia section of the “Encyclopaedia
of Shopfitting and Shop Marketing”.
In the second part, containing the specialist essays, the occasional
controversial topic is tackled. For example, the continuously
growing influence of online retailing on the bricks-andmortar
shopping world or the necessity for combining digital
and physical concepts. contributions on the subject of shop
architecture come from the two top retail design addresses in
Germany: schwitzke & partner and Blocher Blocher partners.
and of course the subject of Green design has been included.
the top-class authors, many of whom belong to the network of
lecturers of the umdasch shop academy, cast light on the various
topics from their own personal point of view, sometimes
contradicting each other. that is certainly the intention of the
publisher, in the interests of a lively discussion.
umdasch shop-concept 57

sHoPFIttInG
encyclopaedia of shopfitting and shop Marketing
Retail is synonymous with change, and will continue to be so. In
this respect the meaning of terms and topics will change in the
short to medium term. therefore the “encyclopaedia of shopfitting
and shop marketing” is not a finished book, but a snapshot of
a continuous process. It is planned that the encyclopaedia should
be revised every three years, on the occasion of the leading global
fair of the shopfitting sector, the euroshop. With the latest terms
from the world of the retail and shopping business and with new,
exciting contributions by international experts.
dR. KathaRIna J. aueR-sRnKa
university of Vienna
Shopping Dreams of the Best Agers
the shop price of the “encyclopaedia of shopfitting and shop
marketing,” produced by the umdasch shop academy and published
by callwey, is € 49.95. subscribers to shop aktuell who
order via the e-mail address shop.aktuell@umdasch.com will pay
a special price of € 35.-- (plus Vat, postage and packing). For
participants at the events and seminars of the umdasch shop
academy a special price is also available. the encyclopaedia is
currently only available in German.
Authors and essay topics
“Encyclopaedia of Shopfitting and Shop Marketing”
dR. petRa BaRth
umdasch shop-concept, amstetten
Top-Brands Study 2009 – What Women
Really Want…
dR. daVId BosshaRt and
dR. maRtIna KÜhne
GdI, Zürich-Rüschlikon
The Story of Unstoring –
why shops are no longer
shops
mIchaeL deGen
messe düsseldorf
EuroShop Düsseldorf – the mecca of the
international retail scene
cLaudIa enGeL-hutneR
and chRIstIan GÖGGeRLe
hutner training, Kronburg
Staff as Ambassadors of
their Own Brand
achIm FRInGes
neuromerchandising®Group, Frankfurt
Neuromerchandising® – Retailing with all
the Senses
aLFRed FuchsGRuBeR
11 Freunde, munich
Effective Strategies against Inventory
Discrepancies and Shoplifting
dR. hans-GeoRG häuseL
Gruppe nymphenburg, munich
Neuromarketing: What Retailers Can Learn
from Brain Research
heIKo hInRIchs
syndicate, hamburg
Offline Shopping 2.0. – A Little Pioneer Spirit,
Please!
cLaudIa hoRBeRt
ehI Retail Institute, cologne
Green Design in Shopfitting
dR. KaI hudetZ
Institut für handelsforschung, cologne
Successful Use of Multi-Channel Effects –
Opportunities for traditional retailers
dR. WoLFRam KRause
dlv – netzwerk Ladenbau, Würzburg
Shopfitters in Europe – from Carpenter to
Global Player
58 umdasch shop-concept ShOP aktuell 109

ShOP aktuell 109
anGeLa KReutZ
Blocher Blocher partners, stuttgart
The Magnetic Effect of Retail Architecture
KLaus Lach
oWd, aalen
Visionary Visual Marketing for the Point
of Sale
dI aLFRed LeItL
shopconsult by umdasch, amstetten
Visual Merchandising – the Art of Product
Presentation
dR. chRIstIan mIKunda
comment, Vienna
Just Playacting: Shop Dramaturgy
how the retail scene became a leisure
occupation
BeRt maRtIn ohnemÜLLeR
Bmo, Frankfurt am main
from the Point of Sale to the Point of Success
ReInhaRd penedeR
umdasch shop-concept, amstetten
Trends & facts in Airport Retailing
dI WoLFGanG RIchteR
Regioplan, Vienna
The Location as a Decisive Competitive
factor in Retailing
GÜnteR RudLoFF
comfort, hamburg
Safe Investment – the retail property
sHoPFIttInG
encyclopaedia of shopfitting and shop Marketing
pRoF. dIpL. WI.-InG. IsKa schÖnFeLd
philips, hamburg
LEDs Revolutionise Shop Lighting
KaRL schWItZKe
schwitze & partner, düsseldorf
Stores as Brand Worlds to be Experienced –
Interior Design: brands strengthen and
enliven
uLRIch spaan
ehI Retail Institute, cologne
Trends and Visions in Retail Technology
mIchaeL staLLeR
umdasch shop-concept, neidenstein
Professional Project Management in
Shopfitting
KLaus stRIeBIch
ece, hamburg
On the future Prospects of the European
Shopping Centre
maG. aRndt tRaIndL
Retail Branding, amstetten
The LESS IS MORE Philosophy at the Point
of Sale
pRoF. dIpL.-VoLKsWIRt aXeL Venn
hochschule hildesheim
Is There a Crisis of Seeing?
maG. maX WÖss
shopconsult by umdasch, amstetten
how Shops became Brands
umdasch shop-concept 59

etaIl rePort
shops & shopping in düsseldorf and Cologne
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
centre and as one of the most elegant cities in Germany. a tour
of the city centre shows the variety and range of market positions
occupied by the shops. the eye-catching starting point of our
shopping tour is Galeria Kaufhof at Königsallee 1. the sandstone
façade of the six-storey building dating from 1909 still radiates
the glamour of past times today.
Inside, the latest Galeria concept
of the department store concern
has been consistently carried out
and developed. on the occasion
1
of the euroshop 2011 Galeria
Kaufhof is presenting itself with
10
unusual shop windows decorated
with topics illustrating this
9
major event.
11
12
Before we dive into the Königsallee,
düsseldorf’s fashionable
promenade, let us make a
detour to the schadow-arkaden
and into schadowstrasse.
nominated by the Icsc as the
best inner-city shopping mall
in europe in the 1990s, today
the schadow-arkaden provide
“consumer-oriented” variety
for a wide range of tastes. the
architectonic highlight among
the retail properties on schadowstrasse is the 14,000 m² fashion
house peek & cloppenburg. an abundance of glass and
spacious departments make the six-storey store a premium
design fashion centre.
© Stadt Düsseldorf - Vermessungs- und Liegenschaftsamt - Lizenz Nr.: 9 2011
at the intersection of schadowstrasse and Königsallee, let us
decide in favour of what must be the most famous shopping
street in Germany. a “Königsallee” address is worth its weight
in gold for the corporate image, especially for exclusive and
fashion brands like armani, chanel, Gucci, Jil sander, Louis
Vuitton and prada. the handful of long-established family
firms which still maintain their position on the “Kö” include the
luxury fashion store eickhoff and Franzen, a specialist shop
for tableware, decoration and home accessories.
the beginning of 2011 saw the start of a rebuilding phase which
will last for several months for the sevens shopping mall. some
of the 40 shops across seven sales levels will remain and many
interesting new labels will be joining them. In spite of the rebuilding
it is worth taking a look at the passages, if only because of
the unique architecture of the building. It is also “business as
usual” at the Kö-Galerie, in spite of the current rebuilding. once
8
the work is finished the mall, which first opened 25 years ago,
will house about 90 shops, cafés and restaurants on three levels
and over a sales area of some 20,000 m².
not far from the Kö-Galerie we can take the Grünstrasse
entrance to the stilwerk theme centre, where some 45 specialist
shops relating to the subjects
of design and furnishings will be
found. Behind its airy-looking,
transparent glass façade, five
3
4
levels of shops are grouped
2
around an atrium with galleries
in an elegant elliptical form.
60 umdasch shop-concept ShOP aktuell 109
5
6
7
text
Winfried Lambertz
Our tour in Düsseldorf: (1) Galeria Kaufhof, (2) Mayersche
Buchhandlung, (3) Schadow-Arkaden, (4) Peek & Cloppenburg,
(5) Sevens, (6) Kö-Galerie, (7) Stilwerk, (8) Bankenseite, (9) Jades,
(10) Carsch-haus, (11) Carlsplatz, (12) Benrather Strasse.
on our way back to Galeria
Kaufhof we should cross to the
other side of the Königsallee on
the level of Königsstrasse. here
many of the buildings are banks,
but we will also encounter a
number of interesting niche concepts.
milian fuses art, architecture
and fashion to create a
futuristic aesthetic experience.
Fashion from maison martin
margiela and demeulemeesters
to Yoji Yamamoto complement
the German designer annette
Görtz’s own collection. Fools-
gold is a unique jeweller’s shop which presents the work of
international artists in a sophisticated setting. In two stores
facing each other on heinrich-heine-allee, Jades presents a
wide-ranging selection of contemporary international fashion
trends.
Beyond heinrich-heine-allee the main flow of shoppers, especially
the younger ones, heads straight ahead towards the old
town. Flingerstrasse is a narrow, bustling pedestrian zone
which houses the shops of the well-known brands which the 15
to 35-year-olds like to wear. at the beginning of Flingerstrasse
stands the carsch-haus with its neo-classical façade. seen
from the outside, the four-storey premium department store
modestly understates its real size.
here, at the interface with the old town, we should ignore the
ubiquitous fashion chains and head instead towards carlsplatz
in search of individual shop concepts. Jaspers, for example,
presents labels like Kuichi, elliot men, matta and tigha in a warm,
rustic setting. Identitá Italiana is the top address in düsseldorf
for collections of labels like patrizia pepe and Woolrich. We can
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.

etaIl rePort
shops & shopping in düsseldorf and Cologne
avant-garde category on Benrather strasse, before turning back
along Benrather strasse in the direction of Königsallee.
Cologne – metropolis on the Rhine
cologne, just 40 kilometres to the south of düsseldorf, offers
not only cultural history from two millennia, but can also claim
– as the main centre for a region with three million inhabitants
– a varied and dense retail scene. a stroll through the shopping
scene of cologne starts on hohe strasse – the oldest pedestrian
zone in Germany – and then leads via schildergasse to
neumarkt, from there into Breite strasse and ehrenstrasse and
on into the “Belgisches Viertel”.
on hohe strasse you will find all the fashion stores which determine
the tastes of young shoppers, such as h&m, Zara and
new Yorker. new additions here
are, for example, Review, an
own label for young casual fashion
from p&c West, which since
2008 has also been expanding 12
with mono-brand stores in the
wake of their shop-in-shops.
at the intersection of the two
shopping streets hohe strasse
and schildergasse stands the
flagship store of Galeria Kaufhof.
Its sales area of 36,000 m²
makes it the biggest department
store in the cathedral city. the
Italian architect Renzo piano set
a milestone of retail architecture
for peek & cloppenburg.
opened in 2005, the “Weltstadthaus”
recalls a glass whale
with its vast 5,500 m² elongated
and arched glass façade and
“wooden ribs”. across a sales
11
10
7
9 8
© Kommunale Geodaten: Stadt Köln, Amt für Liegenschaften, Vermessung und Kataster, KT 2011/001
area of 14,400 m² the store presents a broad fashion mix of
almost 300 brands. on the other side of the street, the fashion
house c&a celebrated the re-opening of its biggest branch
with a sales area of some 13,000 m² just a few weeks ago. the
main features of the new store design are the segmentation
into so-called style worlds and a new, trend-oriented colour
concept.
the 2,000 m² cult branch of the Görgens group embodies
modern urban style in fashion retail. the entrance to the former
Wehmeyer-haus cannot be missed although it is slightly set
back from the road. modern Led technology illuminates the
entire width of the entrance and points the way for the mostly
youthful clientèle. the swedish fashion brand Gina tricot has
also just opened its first German branch on schildergasse.
6
On tour in Cologne: (1) Galeria Kaufhof, (2) Peek & Cloppenburg,
(3) C&A, (4) Jeans Palast Görgens, (5) Gina Tricot, (6) humanic,
(7) Neumarkt Galerie, (8) Mayersche Buchhandlung, (9) Depot und TK
Maxx, (10) Olivandenhof, (11) Ehrenstrasse, (12) “Belgisches Viertel”.
opened in 2009, the almost 1,000 m² flagship store of tommy
hilfiger focuses on unusual decorative ideas. examples include
an aircraft suspended in the children’s department and chandeliers
made of cables and microphones in the denim section.
outstanding among the shoe shops on schildergasse is the
3,000 m² store of the austrian chain store humanic. diagonally
opposite, the vertical-merchandising women’s fashion chain
from munich, hallhuber, has recently opened its third store in
cologne.
the centrally located neumarkt-Galerie at the other end of
schildergasse is the classic starting point for a leisurely shopping
tour for most cologne citizens because of its connections
with the tram and underground network. the main attraction
of the shopping mall built in the 1990s on the site of the former
hertie department store is the vast mayersche Buchhandlung.
the concept of the depot store,
which extends over 900 m²,
consists of a house-in-house
architecture with alternating
lifestyle settings and closely
packed product presentation.
designer fashion at rock-bottom
prices is the business model of
the fashion discounter tK-maxx
in a top pedestrian location
on neumarkt. customers can
use a shopping trolley to col-
62 umdasch shop-concept ShOP aktuell 109
3
2
4
5
1
lect up the items from boughtup
stock across 3,400 m² and
three floors. opened in 2006,
the branch of the outdoor specialist
Globetrotter in the olivandenhof
is a “lighthouse” on
cologne’s retail scene. to arrive
at its 7,000 m² sales area Globetrotter
rebuilt a former shopping
centre which previously housed
60 individual shops.
at the exit from the olivandenhof we enter Breite strasse
and follow it into ehrenstrasse towards Ringe. Interesting
new openings include true Religion store, the first German
monolabel store of the us premium jeans brand, Weekday, a
progressive urbanwear concept from the h&m concern and
estella Kochlust, a concept store focusing on cooking and
gourmet pleasures. the shop, which was awarded the German
retail prize as “store of the Year” in 2010, sells designoriented
cooking utensils and stages cooking parties after
closing time.
Beyond the Kölner Ringe, the “Belgisches Viertel” has recently
developed into a district for young and unusual cologne fashion
(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
academy shop expeditions
“Laden-dramaturgie LIVe!”
(shop dramaturgy LIVe!)
have already become a tradition
and are extremely
popular. and now another
première is about to take
place: from 25 − 29 may
2011 the destination will be
the dynamic chinese business
metropolis shanghai,
which in 2010 was the setting
for the World exhibition.
dr. christian mikunda and
mag. denise mikunda-schulz
have planned for shanghai
a magical journey back in
time through the history of shopping.
the shop expedition will show in four
stages how the art of staged product
presentation has developed. the stages
are entitled “the product is the hero”,
“Keeping up appearances”, “the new
worlds of experience” and “sales as an art
form”. all the important shopping streets,
shops and malls of shanghai will be visited.
the group will also study the relationship
between chinese garden design
In addition to the new seminar titles
“multi-channel-Retailing” and “neuromarketing”,
the umdasch shop academy will
be offering two further new seminar formats
in 2011. to complement the evergreen
classic “Visual merchandising für praktiker”
The imposing skyline of the Chinese business metropolis Shanghai
will be the stage for “Laden-Dramaturgie LIVE!” from 25. – 29.5.201.
and product images and the unusual
entertainment in the “Bund sightseeing
tunnel”. the base camp for participants
will be the Grand hyatt, the hotel with the
most spectacular views in shanghai.
From 20 − 24 october 2011 “Ladendramaturgie
LIVe!” will set off again to Las
Vegas. nowhere else can one see more
clearly the complete fusion of shopping,
gastronomy and entertainment. Because
of the additional attractions this shop
(practical Visual marketing), which is primarily
directed towards the operative level, the
programme now also includes the seminar
“mit strategischem Visual merchandising
zum erfolg” (success with strategic Visual
marketing). claudia engel-hutner will
show how and according to
which criteria this important
topic should be effectively
organised. the dates are:
3 may 2011 in düsseldorf,
28 september 2011 in oberentfelden
and 18 october
2011 in amstetten.
the seminar “systematischeKompetenz-entwicklung
für Führungskräfte im
handel” (development of
systematic competence for
retail managers) was also
64 umdasch shop-concept ShOP aktuell 109
© istockphoto.com/hanquan chen
expedition is being offered for
the first time with a three-day
programme. the highlights
of the sightseeing tour will
be treasure Island, caesar’s
palace incl. Forum shops,
Bellagio, mandalay Bay,
Venetian incl. Grand canal
shoppes and the extension
the palazzo, the Wynn with
the extension encore and
last but not least the new city
centre with the crystals mall,
designed by star architect
daniel Libeskind.
detailed programmes and
enrolment information are
already available for both shop expeditions
and for “In 18 tagen um die Welt”
(around the shopping World in 18 days).
You can obtain further information from
Regula.Wirth@umdasch.com (tel. 0041/
62 737 2520), from sonja.scheidl@
umdasch.com (tel. 0043/7472 605 1957)
and on the website www.umdasch-shopconcept.com
(shop academy).
new: competence development and strategic
visual merchandising
Claudia Engel-hutner and Christian Göggerle are the lecturers
for two more new seminar formats of the Umdasch Shop
Academy.
devised in co-operation with hutner training.
christian Göggerle sees the rivalry of
the future as a rivalry of competence. he
will therefore explain to the participating
managers how competence can be
recognised, expanded and connected. It
is planned that participants should take
part in a self-assessment beforehand.
the dates are: 6 april 2011 in oberentfelden,
24 may 2011 in amstetten and 22
november 2011 in düsseldorf.
the printed annual programme of
events for the umdasch shop academy
2011 will be available from the end of February,
in time for the euroshop. all dates
for the first half-year are also listed in the
“calendar of events” on pages 66/67 of
this issue of shop aktuell as well as on
the website www.umdasch-shop-concept.com.

Welcome to the first global
business expedition
the plans for the Laden-dramaturgie
LIVe!-special (shop dramaturgy LIVe! special
expedition) “In 18 tagen um die Welt”
(around the World in 18 days) are taking
shape. dr. christian mikunda has already
revised the script for the first global business
expedition. the dates have been set
as 5 − 24 april 2013. dr. christian mikunda,
mag. denise mikunda-schulz, Regula
Wirth and engelbert egger of Geo-Reisen
are an experienced team who
are ready to make this
spectacular shop
expedition into an
unforgettable
experience.
For retail prof
e s s i o n a l s
and trend
scouts “In
18 tagen um
die Welt” provides
a unique
opportunity to
acquire concentrated
knowledge
relating to the retail
and experience economy
ShOP aktuell 109
Los Angeles
Miami
Caribbean
cruise
in a time-saving manner during
a single fast-paced trip. You will experience
at a glance, so to speak, all facets
of shop dramaturgy and will discover the
similarities and differences in shop stages
on three continents.
as compensation for the travel stress,
participants can expect first-class comfort
and outstanding service. For example
frankfurt
in the selected, glamorous hotels which
form part of the message and in which
you can “learn in your sleep”. there is, for
example, the marina Bay sands, which
has become the landmark of singapore
overnight. the hotel pool forms at the
same time a connecting bridge across
three skyscrapers, thus defining in an
amazing new way a typical element of
hotel architecture. or the mondrian south
Beach in miami, which combines
top-quality comfort
with maximum
attention-seeking.
Abu Dhabi
“In 18 Tagen
hong Kong um die Welt”
Macao offers
concentrated
Singapore
knowledge in
the field of shop
dramaturgy at
seven different
destinations.
at the end of February a
little brochure will be available
which describes “In 18 tagen um die
Welt” in detail as well as providing information
about content, services provided
and costs. those who book early will
receive a special bonus. In any case early
registration is recommended, since experience
has shown that the “Laden-dramaturgie
LIVe!” events are fully booked at
an early date.
The pool of the Marina Bay Sands hotel serves as a connecting bridge across three skyscrapers.
© shutterstock.com/david Gn
sHoP events
Philip Morris
auf Image-tour
Philip Morris on
image tour
Der US-amerikanische Tabakkonzern
Philip Morris ist auf Image-Tour
auf verschiedenen Flughäfen in Middle
East unterwegs. Als Eye Catcher wird
den staunenden Passagieren ein Formel
1-Ferrari mit Originalutensilien von
Michael Schumacher präsentiert. Den
Den rund 30 m² großen Event-Stand für Philip
Morris hat Umdasch Shop-Concept Middle East
geliefert. The event stand for Philip Morris covers
about 30 m² and was supplied by Umdasch
Shop-Concept Middle East.
dafür notwendigen mobilen Event-Stand
hat Umdasch Shop-Concept Middle East
nach Plänen von Frontline in zweifacher
Ausfertigung vor Ort produziert. Den Premierenauftritt
gab es Mitte November
2010 im Dubai Duty Free, zeitgleich mit
dem Formel 1-WM-Finale im benachbarten
Abu Dhabi.
the us tobacco concern philip morris
is currently on image tour at various
airports in the middle east. amazed passengers
are presented with an eye catcher
in the shape of a Formula one Ferrari
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 championships
final in neighbouring abu dhabi.
umdasch shop-concept 65

BücHEr BooKs
KalEnDEr Calendar
neue Bücher new Books (German editions)
h. MÜLLER-VOGG
DIE DOUGLAS-STORY
Wenn einer die Kunst beherrscht, handel mit herz
und Verstand zu betreiben, dann Jörn Kreke, der
langjährige Vorstandsvorsitzende der douGLas
hoLdInG aG. dieses Buch porträtiert nicht nur
seine persönlichkeit, sondern auch die erfolgsstory
einer der größten deutschen Lifestyle-Konzerne.
Lesen sie über Jörn Krekes unternehmensphilosophie
– Kunden sollen mit allen sinnen genießen, die
unverändert aktuell ist.
hoffmann und Campe, hamburg
2010, 160 Seiten
ISBN 978-3-455-50172-8
18,00 € (D), 18,50 € (A), 31,90 SfR (Ch)
M. hORX (hRSG.)
TREND-REPORT 2011
In der bereits 8. auflage des trend-Reports liefert
matthias horx einen ausblick auf die wichtigsten
soziokulturellen trends für das zukünftige marktgeschehen.
Beantwortet werden dabei Fragen, die
auch für den handel von großer Bedeutung sind:
Was sind die „Zeichen der Zeit“, nach denen man
seine strategien neu ausrichten kann? Welche
Branchen sind im umbruch?
Zukunftsinstitut (www.zukunftsinstitut.de), Kelkheim
2010, 120 Seiten
ISBN 978-3-938284-55-1
125,00 €
P. KOTLER, h. KARTAJAYA, I. SETIAWAN
DIE NEUE DIMENSION DES
MARKETINGS
die neue dimension des marketings betrachtet den
Kunden als ganzen menschen, der soziale Verantwortung
übernehmen will und eigene Werte und Visionen
verinnerlicht. Genau das erwarten Kunden
auch von unternehmen, deren produkte sie kaufen.
philip Kotler beschreibt dazu zehn credos, die beherzigt
werden müssen, um den „human spirit“ der
Kunden gezielt anzusprechen.
Campus, frankfurt am Main
2010, 223 Seiten
ISBN 978-3-593-39343-8
39,90 € (D), 41,10 € (A), 62,90 SfR (Ch)
BTE (hRSG.)
DER ERfOLG VERTIKALER
fLÄChENKONZEPTE
der oft zitierte strukturwandel im einzelhandel
führte in den letzten Jahren zu einer nachhaltigen
Veränderung der handelslandschaft und der absatzkanäle
in der Fashion-Branche. diese Fachdokumentation
zeigt, dass unternehmen durch vertikale
partnerschaften diesen Veränderungen gut
standhalten und ihre Wertschöpfung verbessern
konnten.
ITE - Institut des Deutschen Textileinzelhandels, Köln
2010, 130 Seiten
44,94 € (Preis für Nicht-EhV-Mitglieder!)
Event-Kalender Calendar of events*
C. fRIEDEMANN, M. hORX, A. STEINLE
MEGATREND KOChBUCh
megatrends sind so prägend, dass sie sich in allen
Bereichen ausdrücken, in der politik, Wirtschaft und
Kultur – sowie im Zusammenleben der menschen.
als Grundlage für dieses Kochbuch wurden elf aktuelle
megatrends herangezogen und unter der Zugabe
von modernen Rezepten sowie appetitanregenden
Food-Fotos veredelt. das ergebnis: eine zeitgemäße
Rezeptsammlung als kulinarische antwort auf den
gesellschaftlichen Wandel. Guten appetit!
Zukunftsinstitut (www.zukunftsinstitut.de), Kelkheim
2010, 119 Seiten
ISBN 978-3-938284-54-4
29,90 €
P. ANKLAM
ANALYSE UND PLANUNG IM
OUTfIT-EINZELhANDEL
professionelles Kalkulations- und Kostenmanagement
wird auch in den Branchen mode, schuhe, accessoires,
sportartikel sowie heimtextilien zu einem
immer wichtigeren erfolgsfaktor der Betriebsführung.
peter anklam beleuchtet dazu die drei maßgebenden
Faktoren „umsatz“, „Kosten“ und „ertrag“
im hinblick auf eine höhere Gewinnerzielung.
Deutscher fachverlag, frankfurt am Main
2. Auflage, 2008, 265 Seiten
ISBN 978-3-86641-069-5
98,00 €
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
66 umdasch shop-concept ShOP aktuell 109

V. Bellone, T. Matla
PRAXISBUCh fRANChISING
– KONZEPTAUfBAU UND
MARKENfÜhRUNG
die beiden langjährigen Franchise-experten Veronika
Bellone und thomas matla zeigen in dieser neuerscheinung,
wie Franchising in der praxis funktioniert
und welche chancen sich daraus für unternehmen
ergeben. mittels acht Franchising-Wahrheiten beschreiben
die autoren den aufbau eines eigenen
Franchising-Konzeptes.
mi-Wirtschaftsbuch, München
2010, 223 Seiten
ISBN 978-3-86880-119-4
49,95 € (D), 51,40 € (A), 70,90 SfR (Ch)
A. STEINLE, A. KIRIG, h. GATTERER,
O. DZIEMBA, K. BRÜhL
MIKROTRENDS
mikrotrends, die pendants zu den großflächigen
megatrends, zeigen, dass der „Kreative Kapitalismus“
der Zukunft im detail verborgen liegt. trendexperten
haben dazu 50 mikrotrends aufgespürt
und hinsichtlich ihrer Branchenrelevanz beurteilt.
Verdichtung und abschluss findet jede mikrotrend-
Beobachtung in einer trendprognose und markteinschätzung.
Zukunftsinstitut (www.zukunftsinstitut.de), Kelkheim
2010, 120 Seiten
ISBN 978-3-938284-52-0
125,00 €
ShOP aktuell 109
M. BRUhN, R. KÖhLER
WIE MARKEN WIRKEN
ein verbessertes Verständnis für das Verhalten
der Konsumenten zu entwickeln, ist im einzelhandel
wichtiger denn je. Im mittelpunkt dieses sammelbandes
stehen deshalb die erkenntnisse aus
der neuroökonomischen Forschung und praxis
mit ableitungen für die effizientere markenführung.
abschluss findet dieser Band in einem diskurs
über die ethischen Grenzen der neuroökonomie.
Vahlen, München
2010, 335 Seiten
ISBN 978-3-8006-3723-2
49,80 €
D. AhLERT, P. KENNING, R. OLBRICh,
h. SChRÖDER (hRSG.)
MULTIChANNEL-MANAGEMENT –
JAhRBUCh VERTRIEBS- UND
hANDELSMANAGEMENT 2010/2011
um neue Wege zu ihren Kunden zu finden, setzen
Industrie und handel verstärkt auf die Integration
neuer absatzkanäle. die Folge: der auf-/ausbau
eines multichannel-systems. dabei treten für gewöhnlich
viele Fragen auf: Wie reagieren Kunden
auf die möglichkeit, mehrere Kanäle zu nutzen?
Welche anforderungen ergeben sich an ein solches
system? … antworten liefert das Jahrbuch.
Deutscher fachverlag, frankfurt am Main
2010, 302 Seiten
ISBN 978-3-86641-222-4
68,00 €
BücHEr BooKs
KalEnDEr Calendar
(english/ German editions)
M. PEGLER
GREEN RETAIL DESIGN
Increasing numbers of architects, shopfitters and
visual merchandisers see the importance of sustainable
solutions in store planning and decoration.
this new publication illustrates some 60 projects
from a wide variety of sectors in which both planning
and implementation focused in particular on
ecological requirements.
ST Media Group International, Cincinnati, Ohio,
2010, 256 pages, English
ISBN 978-0-944094-68-6
€ 45.00
MORGAN, CONWAY LLOYD (ED.)
INTERNATIONAL TRADE fAIR
DESIGN ANNUAL 2010 / 2011
conway Lloyd morgan shows with numerous examples
how the trade-fair stands of famous exhibitors
in a wide variety of sectors continue to evolve without
losing recognition value despite long-term cooperation
with a regular designer. “curtain up” for
exclusive stand design!
avedition, Ludwigsburg
2010, 208 pages, German/English
ISBN 978-3-89986-141-9
€ 69.90 (D), SfR 109 (Ch), US$ 99.00 (US)
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“
(Laden-Dramaturgie LIVE!-Special)
Shop-Expedition, Christian Mikunda www.umdasch-shop-concept.com
* the event information is supplied in the language of the event.
umdasch shop-concept 67

Das von der Umdasch Shop
Academy in Zusammenarbeit mit
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.
Umdasch Shop-Concept Gmbh
a-3300 amstetten
tel. +43 7472 605-0, Fax 63487
usca@umdasch.com
Umdasch Shop-Concept AG
ch-5036 oberentfelden
tel. +41 62 7372525, Fax 7372550
usco@umdasch.com
Umdasch Shop-Concept Gmbh
d-74933 neidenstein
tel. +49 7263 401-0, Fax 401-145
uscd@umdasch.com
WWW.UMDASCh-ShOP-CONCEPT.COM
Member of of the Umdasch Shopfitting Group
Umdasch Shop-Concept SAS
F-91160 champlan
tel. +33 1 60491840, Fax 60491841
uscf@umdasch.com
Umdasch Shop-Concept Ltd.
GB-oxford oX4 1LF
tel. +44 1865 207800, Fax 207801
uscuk@umdasch.com
Umdasch Shop-Concept Ltd.
IRL-drogheda, county Louth
tel. +353 1 490 99 41
uscir@umdasch.com
Umdasch Shop-Concept S.r.l.
I-39055 pineta di Laives (BZ)
tel. +39 0471 958700, Fax 958777
uscbz@umdasch.com
Umdasch Shop-Concept Gmbh
nL-7556 Bn hengelo (ov.)
tel. +31 74 2467360, Fax 2504423
uscnl@umdasch.com
Umdasch Shop-Concept spol. s r.o.
cZ-37001 České Budějovice
tel. +420 387022011, Fax 7022013
budweis@umdasch.com
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 Realisierung
von Ladeninvestitionen beschäftigt sind. Lexikonteil
mit ca. 1.000 Begriffen. Thementeil mit 28 Beiträgen ausgewiesener
internationaler Experten zu aktuellen Fragen
aus dem Retail- und Shopfitting-Business.
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)
Umdasch Shop-Concept L.L.C
uae-dubai
tel. +971 4 3417715, Fax 3417716
uscme@umdasch.com
ShopConsult by Umdasch
a-3300 amstetten
d-46149 oberhausen
ch-5036 oberentfelden
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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