Shop Dramaturgy live in Tokyo - Umdasch - Shop Concept

Shop Dramaturgy live in Tokyo
Retail and
shopfitting trends
Glass in
shopfitting
Shop Talk: Multichannel
retailing
E / D · € 6 / chf 9 / $ 8 / £ 4
The International Magazine for
Retailing and Shop Design
Das internationale Magazin für
Laden-Marketing und Shop-Design
105

Photos: Levi’s

Der neue Levi’s Flagship
Store in Berlin an
prominenter Adresse am
Kurfürstendamm – im
SHOP PANORAMA auf
den Seiten 20 – 37.
The new Levi’s flagship
store in Berlin in a
prominent location on the
Kurfürstendamm – in
ShOP PANORAMA on
pages 20 − 37.
Trends im internationalen Retail- und Shopfitting-
Business – Seiten 6 – 13 Trends in the international
retail and shopfitting business – pages 6 – 13
Intersport Bründl, Kaprun – Seiten 16 – 19
Intersport Bründl, Kaprun – pages 16 – 19
Inhalt
Contents
ShOP INSIDE
Editorial, Impressum, Leserservice
editorial, masthead, Reader service 4 – 5
ShOP cONcEPT TOPIc
Trends im Retail- und Shopfitting-Business
trends in the retail and shopfitting business 6 – 13
ShOP TALK
Kai Hudetz und Sebastian van Baal über Multi Channel-Retailing
Kai hudetz and sebastian van Baal on multi-channel retailing 14 – 15
ShOP REPORT
Intersport Bründl, Kaprun 16 – 19
ShOP PANORAMA
sony, milly, XYZ, arteni, sandro, netto, Levi´s, JJFox, mc optik,
esprit, Bayard, mayersche, tommy hilfiger, heinemann 20 – 37
ShOPS & ShOPPING
Laden-Dramaturgie live in Tokio
shop dramaturgy live in tokyo 38 – 41
RETAIL EVENT
Die Kunst der Inszenierung II, Alpbach
the art of stage management II, alpbach 42 – 43
ShOP DESIGN
Glas im Ladenbau
Glass in shopfitting 44 – 47
ShOP EVENTS
Umdasch Shop Academy, Termin-Kalender, Neue Bücher
umdasch shop academy, calendar of events, new Books 48 – 51
ShOP aktuell 105
SHOP InHalt
Contents
SHOP TALK mit Sebastian van Baal und Kai Hudetz über
Multi Channel-Retailing – Seiten 14 – 15 ShOP TALK with
Sebastian van Baal and Kai hudetz on multi-channel
retailing – pages 14 – 15
Glas im Ladenbau: Glänzende Auftritte – Seiten 44 – 47
Glass in shopfitting: brilliant performances –
pages 44 – 47
umdasch shoP-concePt 3

sHoP edItorIal
Fit für
den POS!
Fit for
the Pos!
Liebe LeserInnen,
Reinhard Peneder
ShOP aktuell
Chefredakteur
Editor-in-chief
gerade in wirtschaftlich schwierigeren
Zeiten wird die Fitness Ihrer Mitarbeiterinnen
und Mitarbeiter zu einem entscheidenden
Wettbewerbsfaktor. Diesen Gedanken
hat die Umdasch Shop Academy
bei der Zusammenstellung des Jahresseminarprogramms
2009 besonders berücksichtigt.
Deshalb findet sich nebst anderen
neuen Seminarthemen mit „Das Drehbuch
für den erfolgreichen Verkauf“ auch
ein Verkaufsseminar auf der Agenda (siehe
Seiten 48/49 bzw. 42/43).
Zahlreiche Tipps, wie Sie Ihre Mitarbeiter,
sich und Ihr Geschäft fit halten, finden
Sie aber auch in dieser Ausgabe von
SHOP aktuell: Trends aus dem internationalen
Retail- und Shopfitting-Business,
Gedanken zum Thema Multi Channel-Retailing,
Anregungen aus dem Land der aufgehenden
Sonne und natürlich viele konkrete
Beispiele. Schauen Sie sich das an!
Dear Readers,
Especially in times of economic crisis
the skills of your staff can be regarded as a
decisive competitive factor. The Umdasch
Shop Academy took this idea into account
when planning the annual seminar programme
for 2009. That is why you will also
find on the agenda amongst the other new
seminar topics a sales seminar with the title
“Das Drehbuch für den erfolgreichen
Verkauf” (“The script for successful sales”)
(see pages 48/49 and 42/43).
In this issue of SHOP aktuell you will
also find numerous tips as to how you
can ensure that you yourself, your staff
and your business stay on the ball: Trends
from the international retail and shopfitting
business; thoughts on the subject of multi-channel
retailing; ideas from the Land
of the Rising Sun; and of course plenty of
concrete examples. Do take a look!
sHoP InsIde
Umdasch to fit out chemist’s
shops in austria
In future, umdasch shop-concept
will also be fitting out chemist’s shops
in austria. the expert knowledge which
umdasch has acquired over the past decades
as the leading shopfitter of chemist’s
shops in switzerland will thus also
become available with immediate effect
on the company’s home market. “In future
chemists will need to present their stocks
and their services more actively, and it
is especially in this field that umdasch
will prove a professional partner,” commented
helmut neher, executive director
at umdasch, on the new activity of the
amstetten-based concern.
apart from its experience as swiss
market leader, umdasch shop-concept
has also operated successfully as
a shopfitter of chemist’s shops in Ireland
in recent years. the company has
made thorough preparations for its start
in austria by carrying out two market
studies and by recruiting first-class con-
Umdasch Executive Director Dipl.-Vw.
helmut Neher: “chemists will need to
present their services more actively.”
sultants. Furthermore, the première of
“store Branding für apotheken” (store
Branding for chemist’s shops), a seminar
specially designed for austria by the
umdasch shop academy, will be held on
11 march 2009 in the umdasch Infocenter
in amstetten.
Quality management is a
matter for the boss
With the aims of customer care management
very much in mind, quality management
at umdasch is very much a matter
for the boss. at the quality discussion
groups which are held every two weeks
The quality group at Umdasch meets every
two weeks.
and attended by departments including
sales, project management, purchasing
and production, a detailed investigation
is undertaken to ensure that the defined
quality standards are observed. the
comments on the customers’ feedback
questionnaires are automatically studied
and included in the discussions. In the
complex business of shopfitting, a certain
amount of dust is inevitably stirred
up from time to time, and all deviations
from the norm are dealt with by means
of appropriate measures. the deadlines
set for the correction of faults are always
as tight as is humanly possible.
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
Masthead
shoP aktuell is published by umdasch shop-concept. For addresses see back cover of magazine. number 105/February 2009.
German/english edition. Price per copy: € 6, chF 9, $ 8, £ 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. Authors of this issue: Reinhard Peneder, mag. (Fh) sonja scheidl, dr. christian mikunda, maik drewitz,
dott. Valentina santiloni, Pascale abadie. Design: denise siegl, matthias Koch. Photos/Illustrations: manfred aigner, cornelia
suhan, Luis Paterno, Levi´s, dLV, Fotostudio Bichler, Günther Wohlschlager, Lush, Globetrotter, Westfield, Blocher Blocher
Partners, Bründl, esprit-Jens Pfisterer, oliver tjaden, assmann, Levi´s, 21 spaces, dipl.des. sabine Lottes, Frank Barilko,
christian mikunda, dfv, GdI, daimler aG, agentur davilla, Regula Wirth, swarovski, caulder moore, memo, ehI, WKo nÖ,
ReaLIse, Valentina santiloni, Rodolfo Farina, archive. Translation: Jane michael. Printing: LVdm Landesverlag denkmayr, Linz.
N.B.: Projects executed by umdasch are listed as such in the text or the photo caption.
4 umdasch shoP-concePt ShOP aktuell 105

Josef-Umdasch-Forschungspreis nach
Frankreich Josef-Umdasch-research-Prize
goes to France
Der zum neunten Mal verliehene
Josef-Umdasch-Forschungspreis wurde
2008 an Dr. Antonio Pizzi und Dr. Marie-
France Thévenon verliehen. Die wissenschaftliche
Arbeit der beiden Preisträger
wurde an der französischen Forschungseinrichtung
ENSTIB verfasst und hat die
Erforschung eines besonders umweltfreundlichen
Holzschutzmittels zum
Gegenstand. Die feierliche Preisüberreichung
fand am 26. 11. 2008 an der Universität
für Bodenkultur in Wien statt.
the Josef-umdasch-Research-Prize
was awarded for the ninth time in 2008.
the recipients this time are dr. antonio
Pizzi and dr. marie-France thévenon.
the prizewinners’ scientific work
was carried out at the French research
institute enstIB and focused on investigations
into a particularly environmentfriendly
substance for wood protection.
the award ceremony was held on 26
november 2008 at the university of natural
Resources and applied Life sciences
in Vienna.
State of the art in vielen technologien
state of the art in many technologies
Die Anforderungen an den modernen
Ladenbau in Sachen Material- und
Fertigungstechnologien reichen längst
über die klassischen Disziplinen Holz
und Metall hinaus. Architekten und Einzelhändler
erwarten sich von einem professionellen
Ladeneinrichter eine hohe
Fitness in Fragen von Material- und Verfahrensinnovationen
sowie umweltschonender
und kostengünstiger Beschaffungs-
und Fertigungsverfahren. Deshalb
verfügt die Umdasch Shopfitting
Group seit einigen Jahren über ein nach
Disziplinen (Holz, Metall, Kunststoff,
Glas, Elektro/Licht) gegliedertes Technologieservice.
Die in diesem Bereich tätigen
Experten recherchieren die jeweils
topaktuellen Technologien, identifizieren
leistungsfähige Partner, definieren Qualitätsstandards,
informieren und beraten
systematisch die gesamte Organisation.
Darüber hinaus unterstützen sie die in
Planung und Projektmanagement tätigen
ShOP aktuell 105
Bei der Preisüberreichung (von links nach rechts): Kommerzialrat Alfred Umdasch,
Prof. Dr. Gerhard Wegener (Laudator), Kommerzialrätin Hilde Umdasch,
Anerkennungspreisträger Dr. Michael Grabner, Dr. Marie-France Thévenon,
Prof. Dr. Antonio Pizzi, Vize-Rektor Dr. Martin Gerzabek, Rektorin Dr. Ingela Bruner.
At the award ceremony (from left to right): Kommerzialrat Alfred Umdasch,
Prof. Dr. Gerhard Wegener (laudatory speech), Kommerzialrätin hilde Umdasch,
Prizewinners Dr. Michael Grabner, Dr. Marie-france Thévenon, Prof. Dr. Antonio Pizzi,
Vice-Rector Dr. Martin Gerzabek, Rector Dr. Ingela Bruner.
Mitarbeiter, in vielen Fällen auch Kunden
direkt, operativ bei konkreten Projekten.
When it comes to materials and production
techniques, the demands made
of modern shopfitters have long moved
on from the classic disciplines of wood
and metal. architects and retailers alike
Dank seiner Technologie-Experten ist Umdasch
in Sachen innovativer Materialien besonders fit.
Thanks to its technology experts Umdasch is
especially well-placed when it comes to
innovative materials.
sHoP InsIde
expect a professional shopfitter to provide
a high level of skills as regards the
latest developments in materials and
processes, together with environmentfriendly
and favourable prices, procurement
and manufacturing techniques.
that is why the umdasch shopfitting
Group has offered for some years now
a technology service which is subdivided
according to disciplines (wood, metal,
plastics, glass, electricity/ lighting).
the experts within these areas research
the latest technologies, identify competent
partners, define quality standards
and inform and advise the entire organisation
in a systematic manner. during
actual projects they also provide active
support for the staff members involved
in the planning and project management
and in many cases also for the customers
directly as well.
umdasch shoP-concePt 5

sHoP ConCePt toPIC
retail & shopfitting trends
text
Reinhard Peneder
Photos
manfred aigner, Lush, Globetrotter, Westfield
A glance at our shopping centres and shopping streets shows that the “vertical revolution” has long taken place.
It quickly spills over from the more fashionable sectors to the others.
Selected trends and facts from the international retail
and shopfitting business
Between the priorities of
market saturation and
global branding
Irrespective of the current problems in the world’s financial markets, a number of factors affect the development of the
retail sector: the market saturation in Western-oriented countries; ecological trends and corporate social responsibility;
the power of the Best Agers; the vertical revolution; multi-channel strategies; and the new orientation of shopping
centres. SHOP Aktuell has analysed these factors and examines the consequences for the shopfitting sector.
With its luggage laden with global brands, the consumer caravan
is currently heading rapidly eastwards, via eastern europe
to the farthest depths of asia. step by step it will gradually reach
the one to four billion people there who also want their share of
Western prosperity and culture. In virtually all Western european
countries, however, and in the united states and Japan, private
consumption is currently stagnant or even declining. For
many years the share of consumer spending has been shrinking
noticeably here compared with overall household expenditure.
market saturation is a more or less unalterable fact.
this market saturation is leading to concentration and cut-throat
competition in all its facets. It is primarily those companies which
cannot state clearly what they stand for that are the ones which
live dangerously. the competition also takes place on the level
of sales channels, business types and locations. everywhere, at
any one time, there will be both winners and losers.
the polarisation between luxury and discount goods continues.
consumers decide between the economy and the luxury programme
according to their situation at the time. We should not
6 umdasch shoP-concePt ShOP aktuell 105

forget, however, that the middle market segment continues to
be a mass market with huge volumes. In spite of the comments
about the “gap in the middle” it is still increasingly possible to
establish a concept which makes its position clear. a clear profile
and authentic, credible communication with consumers are
the keys to success in the “new middle”. Fussl, the family concern
from upper austria, has skilfully taken advantage of the
vacuum which has arisen since so many long-established firms
have closed down. With a clearer and more fashionable profile
for its range of goods on offer, Fussl has now assumed the role
of “local top dog” in a large number of austrian shopping centres
and regional towns.
Back to nature
the trend to organic products has already reached the (social)
mainstream. What was once a minority movement has developed
via the Lohas (Lifestyle of health and sustainability) into
a broadly-based consumer trend. But will this trend towards
sustainability and a careful use of resources be forced to take
a back seat by a recession? the Zukunftsinstitut believes that,
on the contrary, the opposite will probably be true: “In a crisis
an intellectual paradigm shift takes place. as old certainties
decline, people start to search for future meaning. and ecology
acts as a first-class symbol of meaning”.
customers demonstrate a growing longing for authenticity. and
this longing is satisfied. harrods provides a live transmission
from the henhouse where the eggs on the shelf were laid. at
timberland a product label provides detailed information about
the conditions under which the product was manufactured and
ShOP aktuell 105
retail share of private consumption
example: Germany; figures in %
1992 1995 1998 2001 2004 2007
38.2 35.2 32.9 30.8 29.4 28.8
sources: stat. Ba, hde
The retail share of total household expenditure is sinking continuously.
development of retail sales areas
in Germany in million m²
sHoP ConCePt toPIC
retail & shopfitting trends
1980 1990 2000 2005 2010
62 78 110 118 122
The sales areas continue to grow despite stagnant retail turnover.
The growth is currently slowing down, however.
what influence it has on the environment. Wal-mart is testing
a type of store which uses 45 % less energy. In 2008, the ehI
Retail Institute nominated the energy management awards
for the first time (aLdI süd and “Kohler – natürlich einrichten”
[“Kohler – furnishing the natural way”]). the american retailer
Whole Foods market has transformed shopping into an ecological
total work of art. hand-made Lush soaps are not packaged
initially. the shops are furnished with recyclable materials
and Lush plays an active role in animal welfare by participating
in various campaigns.
there are plenty of other examples which will follow these
ones. But give bogus claims a wide berth! today’s customers
are highly sensitised and also have the internet at their dis-
umdasch shoP-concePt 7

sHoP ConCePt toPIC
retail & shopfitting trends
fussl is a family firm from Upper Austria which has recently
established itself as the new “top address” in a number of Austrian
shopping centres and district towns.
posal, putting them in the position of being able to unmask artificial
authenticity in their sleep and to mete out the punishment
it deserves. that also applies to paying mere lip service to the
concept of corporate social responsibility.
The shopping habits of the Best Agers
With the differentiation/segmentation of retail concepts according
to themes (e.g. wellness) or range of goods (e.g. accessories),
retailers have experienced positive developments in
the recent past. target groups are often defined according
to demographic aspects – especially age. the most interesting
target group in this respect, both by virtue of the numbers
involved and their purchasing power, is of course the generation
of Best agers, the social group which will have the greatest
say during the next decades (the “Grey Revolution”). the consumer
behaviour and special requirements of this target group
This diagram shows
on the basis of three
new shopping centres
(Westside, Berne;
Westfield, London;
Düsseldorf Arcaden)
and two established
ones (Plus city, Linz;
Alstertal
Einkaufszentrum,
hamburg) the
enormous importance
of chain stores and
vertical
merchandisers.
shopping centre tenants according to sectors/ branches
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Gastronomy
Service
Department store
Specialist stores
Chain stores
Vertical merchandisers
copyright by shoP aktuell, Research 11/08
The trend towards ecology in shopfitting: Lush shops
are made of recyclable materials.
with regard to shopping are thus of particular interest. this topic
was the subject of a comprehensive and representative “60plus
study” which was initiated by shopconsult by umdasch
and carried out in 2008/2009 in co-operation with the university
of Vienna. the study covers the sectors fabrics/ fashion,
shoes, electrical and electronic goods and food. more than 600
consumers were interviewed directly at the Pos.
the results are sometimes remarkably simple and sometimes
simply remarkable. many requirements and observations apply
to all sectors and age groups, such as, for example:
• A congenial atmosphere increases the length of time spent
in the shop.
• Good orientation increases the number of repeat purchases.
• The ambience of the shop (other customers and the sales
staff) has a considerable influence on whether customers feel
at ease and therefore on their willingness to purchase.
Plus City Westside Alstertal EZ Düss. Arcaden Westfield
19.85 % 14.29 % 6.02 % 11.11 % 14.24%
11.45 % 14.29 % 11.24 % 13.89 % 6.29%
0.76 % 1.59 % 0.40 % 0.00 % 1.32%
3.82 % 3.17 % 14.46 % 4.63 % 0.99%
45.04 % 36.51 % 36.95 % 41.67 % 29.47%
19.08 % 30.16 % 30.92 % 28.70 % 47.68%
8 umdasch shoP-concePt ShOP aktuell 105

ShOP aktuell 105
The German outdoor
specialist Globetrotter is a
highly professional player in
the multi-channel league.
• Factors such as room temperature, air quality, light quality,
cleanliness and the noise level influence very considerably the
length of time a customer spends in the shop and therefore the
likelihood that he will purchase something.
a number of design features which are worthwhile for the older
generation are greeted equally positively by younger target
groups. these include, for example, straightforward navigation
through the store; a logical arrangement of the range of goods
on offer; easy-to-follow information and orientation assistance
(visualisation via pictures/ diagrams, sufficiently large price
and product information); additional convenience and service
tools (rest areas, comfortable dressing rooms, clean toilets, no
queues at the cash desks); and non-slip floors.
the most surprising result of the study is that there is virtually
no difference in the assessment of shops or the demands
made between the target group 35-plus and the target group
60-plus (in other words, up to 70 years). noticeable differences
between the various parameters could only be discerned
among the under-35 age group. this leads us to conclude that
there is no real point in developing special “Best ager concepts”,
although differentiation and segmentation concepts for
younger target groups are certainly effective.
our diagrams present a selection of results from this 60-plus
study. the professionals at shopconsult by umdasch will be
pleased to supply detailed information if required.
sHoP ConCePt toPIC
retail & shopfitting trends
The vertical revolution and multi-channel players
a glance at our shopping centres and shopping streets makes
it clear: the “vertical revolution” has already taken place in
the fashion sector and is now affecting numerous other retail
branches. across the board, manufacturers and brands are
now claiming for themselves the law of action. shoP aktuell
has analysed five shopping centres (two “classics” and three
brand-new centres) according to these criteria. the result (see
table) speaks for itself. chain stores and vertical merchandisers
are sharing the cake between them, whereby the allocation
of the type of store depends on the definition and is by no
means rigid. specialist stores in the classic sense play only a
modest role.
as a sales channel, the internet is continuously expanding its
market share, but not with the intensity which was previously
prophesied. In the first instance the market share profits are
taking place to the detriment of the classic mail order retail
business. the simultaneous development of several sales channels
is particularly promising; this is known in the language of
the business as “multi-channel retailing” (see also shoP taLK
on pages 14-15). In extreme cases a company may also function
as a brick-and-mortar shop, operating a mail-order branch
via catalogue and internet, running a tele-shopping channel
and also selling goods directly via telephone marketing, supported
by newsletters sent by e-mail and text messaging.
umdasch shoP-concePt 9

sHoP ConCePt toPIC
retail & shopfitting trends
The 60+ study was carried out by
Vienna University under the
direction of Prof. Dr. Katharina
Auer-Srnka upon the instructions of
Shopconsult by Umdasch.
This diagram shows by taking
the example of the food survey
the main plus points and
negative aspects at the POS.
an example of a particularly successful multi-channel player is
the German outdoor goods retailer Globetrotter. Incidentally,
umdasch fitted out the company’s shops including the spectacular
flagship store in cologne.
even for small and medium-sized companies, multi-channel is
an avenue worth exploring. a simple, well-made and regularly
updated website is often all that is required. It should contain
information about products on offer, services, opening times,
events (e.g. fashion shows), etc. In a leading article in the publication
tW (textilWissenschaft), Jürgen müller discussed this
forward-looking topic. müller observed that “the function of
brick-and-mortar shops is also changing. since earliest times
shops have also been meeting places, so in future the quality
of the time spent in them will become even more important.
the Point of sale will become even more a Point of Information,
where the customer can examine the goods which he will then
purchase online. that is why it is also important for local retailers
to expand their sales area into the internet.”
Into the open countryside – there and back
Location remains the decisive competitive factor in the retail
sector. When it comes to the competition between locations,
however, it is not only retail itself which plays a role, but
above all the property sector in conjunction with project operators.
new “products” (plots of land, shopping centres, disused
industrial sites, railway stations etc.) are constantly being
launched onto the market. and thus, despite the stagnant or
only slowly growing retail turnover, the sales area continues to
expand continuously, with negative consequences for the productivity
per square metre and the overall revenue situation. a
further consequence is that new, attractive sales areas force
less attractive ones off the market, so that a new use then has
to be found for them. this can be seen in the unoccupied shop
premises in many previously well-frequented shopping streets,
What do you like/ dislike when you go shopping? FOOD
Plus points Negative aspects
• Like a maze
• Detours
• Size, location
• Wide gangways
• Good overview
Layout, orientation and convenience
Design and goods presentation
Lighting
• Old-fashioned design
• Down-to-earth furnishings
• Confusing product
placement
Atmosphere/Ambience
• Modern interior
• Design and decor
• New design/
Cleanliness
Noise level
• No daylight
• Bright lighting
• Too bright
renovation
• Brightness
• Good lighting
Time required
Density
Till area
• Waiting time
source: universität Wien/shopconsult by umdasch
• Too few tills open
• Nowhere to put anything down
• Too little space for packing purchases
as well as in some of the (older) shopping centres. shopfitters
can certainly profit from this development, since new areas
generally also mean new furnishings and fittings.
When it comes to shopping streets, only top locations and districts
with professional location marketing are able to maintain
their position. only a few metres away an atmosphere of utter
dereliction prevails. shopping centres have clearly won a new
share of the market during the past years or even decades.
there are many reasons why this is so, including the weakness
of department stores and the reduced mobility of customers,
but it is primarily due to the increased professionalism
with which their marketing has been conducted. high-frequency
locations, like the area around railway stations, have great
searching for information in another sales channel
before making a purchase
Brick-and-
mortar shops
16.5 %
47.8 %
15.9 %
26.2 %
31.3 %
37.9 %
20.9 %
55.0 %
Print
catalogue
source: e-commerce center Retail, cologne
32.7 %
48.6 %
• Narrow entrance
• Long queues
• Lots of people
The illustration shows that there is strong interaction between the sales
channels. Just one example: In the case of 31.3 % orders placed through
online shops a brick-and-mortar store was visited before the order was
placed in order to get more information. This corresponds to 37.9 % of
turnover in online shops.
10 umdasch shoP-concePt ShOP aktuell 105
online
shop
26.9 %
45.5 %

length of stay NON-FOOD
Ambience
• Air quality
• Noise level
• Cleanliness
• Warmth
Design
• Product presentation
• Material quality
People
• Pleasant mood
• Other customers
• Density
Assortment
Design
• Signs
• Product areas
clearly labelled
• Product presentation
• Wall design
• Non-slip flooring
• Legible prices
Layout
• Logical arrangement
of goods
• Accessibility
ShOP aktuell 105
emotional
awareness
of shop
(atmosphere)
cognitive
awareness
of shop
(orientation,
convenience)
(b = .7)
(b = .6)
new products
(b = .2)
Pleasureable
shopping
experience
Return
Functional
shopping
value
potential. Virtually every new railway-station project is also a
shopping centre project. new shopping centres are increasingly
turning their backs on the countryside as a potential location.
that is where you will now find do-it-yourself stores, garden
centres, hypermarkets, large specialist stores for a variety
of retail sectors, furnishing stores and other types of business
requiring a large floor area. shopping centres, by contrast, are
moving (back) into the city centres or the centres of attractive
districts, in many cases as part of a spectacular urban-planning
project.
a number of remarkable new-style shopping centres have been
inaugurated in 2008. these include the stadtgalerie in Passau,
the düsseldorf arcaden in the Bilk district of town, the first
phase of the Limbecker Platz centre in essen, the Westfield
centre in London and last but not least the Westside centre in
Berne. With an area of 150,000 m² and 270 shops, the Westfield
in London is currently the largest city-centre shopping centre in
europe. It has its own designer district known as “the Village”,
encompassing 40 stores. the abercrombie & Fitch sub-brand
hollister celebrated its uK première in the Westfield.
the Westside in Berne-Brünnen has a 10,000 m² wellness
oasis, a congress hotel, a cinema centre with 11 screening
rooms and a senior citizens’ residence which make it into a
multi-functional centre and a much-noticed urban-planning
project. It owes the huge interest in the media to the fact that it
bears the signature of daniel Libeskind. the new York-based
star architect was inspired by the marx Brothers, whose subversive
art contradicts every form of straightforward order. that
is why the Westside is a composition of straight lines which
are repeatedly crossed by diagonal ones. this influences the
architecture, which is dominated by countless lines and sharp
angles. this “diagonal architecture” in turn has had an effect
on the store areas and shop-window façades, presenting an
unusual challenge for the shop planners. the shopping centre
(b = .5)
(b = .2)
time in store
(b = .4)
amount spent
Quelle: universität Wien/shopconsult by umdasch
sHoP ConCePt toPIC
retail & shopfitting trends
Surprising results: Between the
target group 35+ and the target
group 60+ (in other words up to
70) there are no major differences
when it comes to shop
requirements.
The effect of various influencing
factors on the length of stay and
the amount spent can be clearly
seen in this diagram (showing the
example of Non-food).
proper covers 35,000 m², with 55 stores and ten restaurants
and bars. the anchor tenants are a migros market, which is
also the “landlord”, so to speak, in the form of the migros aare
co-operative; a Globus department store on three floors; and
the first humanic store in switzerland.
The major challenges for the shopfitting sector
the dynamic development of the retail sector in these and
countless other facets represents an exciting challenge not
least for the shopfitting sector. Far-reaching changes have
taken place in the international shopfitting business in recent
years, especially as regards the acquisition structures in the
retail sector relating to shop investment and the required service
packages.
the classic complete shopfitting projects of former years (planning,
production, delivery and installation of a shopfitting package
by a single company) play only a modest role today in
local sectors of the market and in niche branches. Instead, the
increasingly dominant trend is an acquisition of services and
skills based on the experience of international brands. under
the overall direction of the client or a company acting on his
behalf a network of disciplines and skills is formed specifically
for the execution of the project: branding professionals, architects,
designers, marketing and advertising agencies, shop
planners, shopfitters, craftsmen from a variety of trades, visual
merchandisers, shop-window designers ... In general it is the
architect in charge who arranges for offers to be submitted for
the various tasks, and who then organises the tender procedures.
the price competition is merciless, a competition which
also affects the shopfitter, who stands virtually at the end of the
valued-added chain. moreover, major retailers follow a “multiple
supplier strategy” based on both geography and content.
In all these cases the price is not the only basis for a decision,
but it remains a very important one.
umdasch shoP-concePt 11

sHoP ConCePt toPIC
retail & shopfitting trends
development of the composition of service content in shop investments
Shopfitting
(Systems/Programmes)
(Individual solutions and customer systems)
1976 1986 1996 2006 2011
fashion hard
goods
66
(54)
(12)
74
(56)
(18)
fashion hard
goods
fashion hard
goods
fashion hard
goods
fashion hard
goods
Lighting 4 3 8 5 12 8 15 9 17 11
floor/ceiling 9 8 8 7 7 6 7 6 7 6
Atmospheric props 2 1 4 2 6 2 6 2 5 2
Architecture and building measures
relating to shop design
Logistics (labelling, bookkeeping and
cash desk systems, in-store media, etc.)
Management consultancy costs
relating to shop investment
12 umdasch shoP-concePt ShOP aktuell 105
52
(35)
(17)
68
(50)
(18)
44
(24)
(20)
63
(47)
(16)
38
(18)
(20)
58
(43)
(15)
36
(14)
(22)
5 4 7 5 8 5 9 6 8 5
4 5 5 5 6 6 6 7 7 7
3 1 6 3 8 4 9 5 9 6
Architects’ fees 7 4 8 5 9 6 10 7 11 9
source: shoP aktuell
The Westside in Berne as a new-style
shopping centre and an architectural
work of art within the city. Daniel
Libeskind was inspired in his “diagonal
architecture” by the Marx Brothers.
as partners for the retail trade, shopfitters who not only have
the special skills to provide individual services but who can also
offer smaller or larger service packages in a convincing manner
are in a better position. For example, by providing brandspecific
product development; by becoming an essential logistics
partner through first-class project management; by being
included by the retailer from the outset as part of their longterm
acquisition strategy; by offering professional visual merchandising;
or by taking care in general of the initial or further
training of the retail staff.
another item of good news for the true professionals among
the shopfitting firms, including umdasch: the air is very thin in
the champions League of the international retail business. It is
a business which after an intensive phase of strategy and concept
development consists above all of the reliable processing
of a list of locations and opening deadlines. this list may
encompass up to several hundred positions and several continents.
there are not many other companies which are in a
position to cope with that. size, capacity, safety and an international
radius of action become important competitive factors.
Simplified representation of trends on the basis of surveys and estimates in % (a selection). This table clearly shows the changed requirements made
of shopfitters.
54
(30)
(24)

this is the reason why the concentration tendencies of the retail
sector are carried over into the shopfitting sector. numerous
acquisitions have taken place in our branch, or are about to be
realised. In the case of the umdasch shopfitting Group they
include the purchase of assmann Ladenbau Leibnitz, Koncret
(Parma) and Jonas Ladenbau (oberhausen). In northern europe
two major players have been established in the form of new
store europe (a group which has recently expanded to include
the German book/PBs specialist Kreftbrübach) and ItaB (who
purchased hansa Kontor). In southeast europe the fusion of
hermes metal (France) and Yudigar (spain) has produced a
small giant. also important is the turkish company Ücge. and
then there are established european competitors like Wanzl and
tegometall in the food and discount sector, and Vitra (Vizona,
Visplay) in the fashion field.
can we expect “Shopfitting Light II?”
It is still not clear how the current financial market and economic
developments will affect the retail sector and thus the scale
of shop investment in the future. there will be companies which
cancel their investment plans or postpone them to a future date.
other companies will see this as their chance to expand their
competitive position in the long term by means of investment.
Perhaps the time is also ripe for the development of new, particularly
resilient formats. during the economic downturn of the early
1990s umdasch coined the expression “shopfitting Light” on
the occasion of a euroshop. It is certainly possible that we shall
experience a renaissance of this clever investment trend which
was uncompromisingly focused on the Pos. In any case, it would
be easy to establish a link to the current ecological trends.
ShOP aktuell 105
Umdasch plays in the champions League
sHoP ConCePt toPIC
retail & shopfitting trends
The Westfield in London, covering an area of
150,000 m², is the largest city-centre shopping
centre in Europe. The Australian Westfield
Group operates 119 shopping centres with a
total area of approx. 10 million m² in Australia,
New Zealand, the USA and the UK.
In the turbulent surroundings of the retail sector, the umdasch
shopfitting Group and its member brands are players in the
champions League of international shopfitting. that can be
seen by a glance at the impressive list of current reference
projects: airfield, dm, esprit, harrods, heinemann, tommy
hilfiger, hugo Boss, humanic, h&m, Kastner & Öhler, Intersport
eybl, Levi’s, mustang, omV, nespresso, nike, nKd, ReWe/Billa,
spar, swarovski, swatch, thalia, thun ... many of these and
other brands continue to be accompanied by umdasch during
their expansion, sometimes even worldwide. during the past
few years the group has continued to grow, contrary to the overall
trend in the sector as a whole. With an annual turnover of
some € 250 million the company belongs to the leading european
players. over and above its role as shopfitter, umdasch has
also become the professional logistics partner for many companies,
producing a store of presentation furnishings and shopfitting
units and keeping them in a warehouse which is as close
as possible to the location where they will later be used, so that
they are ready for installation at the various destinations at very
short notice. Project management – including the coordination
of all relevant skills – has become a key discipline in modern
shopfitting. the required qualities include speed, flexibility and
reliability. the umdasch shopfitting Group is also well placed
in the area of production and procurement. a network of nine
own production locations, local procurement and global sourcing
aim to ensure that our customers enjoy the best possible
service as regards quality, secured deadlines and price.
umdasch shoP-concePt 13

sHoP talk
Interview
Reinhard Peneder
Photos
cornelia suhan
kai Hudetz and
sebastian van Baal
on multi-channel retailing
the retail department of the e-commerce
centre at the Institut für handelsforschung
(Institute for Retail Research)
(Ifh) at the university of cologne studies
the subject of online retailing and multichannel
retailing in a highly professional
manner. shoP aktuell discussed the
considerable potential of multi-channel
retailing with the director of the centre,
dr. Kai hudetz, and his scientific assistant
dipl.-Vw. dipl.-Kfm. sebastian van
Baal in cologne.
We speak of multi-channel retailing when a company or a brand with a co-ordinated range
of products operates in several sales channels at the same time – for example, catalogue,
internet and brick-and-mortar stores. Numerous examples show that the profitability of a
company rises with an increased number of operating channels. It is not surprising, therefore,
that more and more companies are becoming multi-channel players. For many of them, multichannel
operations are essential if they are to avoid losing market share.
how has online retailing developed
in recent years, especially compared
with the prognoses of five years ago?
hudetz: Five years or so ago companies
were still doubling their turnover, but at a
very low level. For a few years after that
turnover increased at the high end of the
double-figure range; now the increase
is at the lower end of the double-figure
range. this means that online retailing
is continuing to gain a market share in
In online retailing we expect
growth of 10 percent per
year and a market share of
6 percent.” Kai Hudetz
a market which is stagnant overall. the
market share of online retailing currently
lies at about 3.5 to 4 percent.
Is it not true that a large amount of
this growth is being cannibalised
from the mail order sector?
Van Baal: Yes, of course. apart from
retailers like amazon which only operate
online there is a transition in the case of
the big mail-order companies like otto
and Quelle from the classic catalogue
business to online sales.
have there been any special developments
in individual sectors? What is
the situation today regarding sectors
like travel agents and booksellers,
which are considered to have been
particularly hard hit?
Van Baal: anyone offering tourist services
today cannot afford to operate
without an online option. the internet has
become the most important channel for
booking journeys, and anyone who does
not offer this service is faced with the
problem of no longer being able to serve
a considerable sector of the market.
hudetz: Bookshops are a good example
of the fact that there is clearly some
sort of saturation point when it comes to
online sales. during the phase of online
euphoria in around 1999/2000 there were
prognoses that the brick-and-mortar
bookshop trade would lose more than
half its business. the German Publishers
and Booksellers association assumes
today that online turnover accounts for
about 9 percent of the total turnover.
14 umdasch shoP-concePt ShOP aktuell 105

that is quite a considerable amount, but
it demonstrates clearly the justification
for the brick-and-mortar bookshop.
To what extent does the price transparency
which is a result of the internet
affect the economic viability of
retailing?
hudetz: the increased transparency is
a problem, of course, especially as the
internet offers lower prices in virtually
all product groups. ultimately, however,
the basic problem of the huge price
alignment in the German retail sector is
becoming more acute. and that is not
only as a result of the internet.
As a sales channel, the internet has
experienced a real boost as a result of
the development towards multi-channel
retailing. What exactly is understood
by this term?
Van Baal: When a retail firm sells products
to consumers via several different
sales channels, whereby there must be
a fairly close correlation between the
ranges of goods offered via the various
channels. that means when a retailer
sells completely different products, perhaps
even with different names, through
different channels, then we would not
speak of multi-channel retail.
Above which size of company would a
multi-channel strategy make sense?
hudetz: You can’t really generalise about
that. We know of one-man firms which
operate a multi-channel strategy and are
highly successful. of course the denser
the local branch network is, the greater
the advantages will be. If you live in hamburg
and you are on a website where you
come across a retailer who only operates
a brick-and-mortar store in munich, then
it’s obvious that the impulse to purchase
will only occur in exceptional cases.
The interest of brick-and-mortar
stores in setting up an online channel
is much greater than the interest of
classic online providers in establishing
a brick-and-mortar store. What do
you think is the reason for this?
hudetz: one important reason is that
most online retailers are operating within
a growing market. they are not really in
ShOP aktuell 105
The biggest mistake in multichannel
sales is a lack of
co-ordination between the
different channels.” Sebastian van Baal
the position of having to search for new
sales channels. things are different for
those on the other side of the divide. and
yet there are a number of online retailers
which have entered the brick-and-mortar
retail market. the best-known example is
docmorris.
What do you see as being the greatest
challenges and what are the biggest
sources of mistakes in the establishment
and realisation of a multi-channel
strategy?
Van Baal: For a brick-and-mortar retailer
who also expands into online sales the
main challenges are the organisation of
the logistics and reasonably professional
search-engine marketing. It seems to
me, however, that the biggest source of
mistakes is the failure to establish links
between the different channels. For
medium-sized retail companies in particular
it is often the case that the staff
of the brick-and-mortar branches has
no interest in ensuring that the online
channel runs smoothly because they are
not involved in it in any way. that often
results in the failure of multi-channel
strategies at an early phase.
can you name any multi-channel
concepts which you currently see as
being particularly successful?
hudetz: I think Globetrotter is an excellent
example. the interlinking between
sHoP talk
the magnificent shops with printed catalogues
which are available by every door
and an online shop which is advertised in
the first page of the print catalogue, but
which also presents the brick-and-mortar
shops in a prominent position and in
great detail, is totally successful. and
the staff, too, is directly and consistently
involved. another example is deichmann.
What I find remarkable here is the
clever strategy for large sizes which has
been integrated into the concept.
Van Baal: and another example would
perhaps be tchibo. they have succeeded
in establishing a uniform brand image
across the different channels.
What will be the market share of
online retailing five years from now?
hudetz: that always involves a bit of
crystal-ball gazing. We expect further
growth in the region of about 10 percent
per year. a market share of about
6 percent seems to us to be realistic in
the medium term. Further growth might
come from new technologies relating to
mobile phone and digital-tV.
www.globetrotter.de
www.deichmann.de
www.tchibo.de
www.ecc-handel.de
umdasch shoP-concePt 15

sHoP rePort
Bründl, kaprun
text
sonja scheidl
Intersport Bründl’s new flagship store brings big-city flair to the idyllic Alpine setting.
Photos
manfred aigner, Blocher Blocher Partners, Bründl
Unusually different
Intersport Bründl has developed from very small beginnings to become a widely respected medium-size
sporting goods retailer with branches throughout the Salzburg Alps. The company’s latest success is
the opening in October 2008 in Kaprun of the flagship store planned by Blocher Blocher Partners. At the
foot of the Kitzsteinhorn glacier region an impressive experience concept awaits the international, active
clientèle within the sports region. A network of professional partners in a range of disciplines realised
the imposing presentation. Umdasch Shop-Concept was part of the team in its role as shopfitter.
16 umdasch shoP-concePt ShOP aktuell 105

“We are unusually different” is the Bründl slogan. It describes
the approach to planning and execution of this medium-sized
but by no means run-of-the-mill company. the renovation of
the company’s main store in Kaprun is an indication of how
seriously they take their motto. architecture, design, service,
atmosphere and advice combine to produce a harmonious
overall effect which has been planned down to the last
detail and which clearly has no intention of fitting quietly into
the rural setting. In this case, being different also means having
the courage of one’s convictions. to knock down the existing
shop after seven years and then to build a new one which
ShOP aktuell 105
Delighted at the success of the project: architects
Dieter and Jutta Blocher with Umdasch Executive
Director helmut Neher at the opening celebration on
23 October 2008.
In line with its motto “Unusually different”,
Bründl as local top address does not rely on
classical advertising but offers instead a
well-thought-out “values folder”.
sHoP rePort
Bründl, kaprun
was twice as large could even be considered slightly crazy, as
managing director christoph Bründl is the first to admit. he is
convinced that “nowadays, only family-owned companies can
afford to make a quick decision based purely on gut instinct
despite top-level advisors.”
It was 53 years ago that his father, hans Bründl, started out
with just 17 m² in Kaprun. today his two sons christoph and
Bernhard operate the group’s 12 stores in the tourist resorts
of Kaprun, Zell am see and Ischgl. Bründl’s expertise lies in
the classic winter-sports disciplines and during the sum-
umdasch shoP-concePt 17

sHoP rePort
Bründl, kaprun
The “diagonal architecture” brings an element
of tension into the goods presentation.
mer months in the outdoor, running, fitness and biking sectors.
about one-third of their turnover comes from services related
to skiing and snowboarding. It is a growing sector.
Infected with the “Bründl gene”
“With their knowledge, experience and commitment our staff
represent our most valuable capital. these skills born of direct
experience are what distinguish us from our competitors.” the
Bründl group’s values folder describes how important the professional
and personal development of the staff can be in a
company. “We only want top-quality, genuine characters. We
can’t do with compromise candidates,” reveals human resources
manager herbert neumayer. so they look out for the spe-
Professional visual merchandising permits the store design to
appear in the best possible light.
cial “Bründl gene” and have managed to recruit 175 staff members
to date. the staff undergoes a continuous training process
in the company’s own staff training school and through a
variety of other further training schemes. some of the instruments
used include personality seminars, technical college
attendance, study tours, nature workshops… a kitchen, hot
meals every day and an energy massage room provide additional
motivation. the company’s success proves it right: of the
total of more than 100 apprentices who have completed their
training to date, three are members of management today and
another eight form part of the wider management team.
focus on the customer
the new flagship store is designed as an expression of the
company’s own corporate culture. together with the stuttgartbased
team of architects Blocher Blocher Partners, Bründl
developed a store concept which matched the requirements.
“We live in a permanent contest for awareness. architecture,
design and ambience of a shop are important contributing factors
to success,” comments christoph Bründl. that applies
particularly in a tourist resort like Kaprun, where the customers
change virtually every day, and where they are seeking recreation
and diversion. christoph Bründl explains further: “For us
the impression which our shop makes is very important. does
the customer notice the size and the unique atmosphere of the
store, our attempt to convey a certain lifestyle? can we make
him smile with our advice and our service?” and so the aim is to
generate a pleasant mood in the new store in order to increase
the time customers spend there. a great deal has been done to
achieve this: genuine added value is provided for customers in
18 umdasch shoP-concePt ShOP aktuell 105

the form of a fireplace, comfortable chairs, bar, internet access
points, 3d films, a trekking path and climbing wall to try out the
outdoor equipment as well as a sound system of the type otherwise
only found at abercrombie & Fitch.
In order to allow these comfort areas to have an effect, Bründl
strikes a balance between presentation and product awareness.
on the lower floor there is a children’s department and a
ski, snowboard and boots hire section with its own workshop.
on the ground floor Bründl aims primarily at a young, lifestyleoriented
target group with accessories, trendy sports and leisure
brands (Volcom, Billabong, Zimtstern…) and a snowboard
shop. the first floor displays winter fashions and ski equipment.
since Bründl aims to improve the store’s year-round popularity,
the second floor concentrates entirely on outdoor, fitness
and tennis. during the summer months the ski department is
reduced and Bründl then introduces an increased focus on
cycling.
A pyrotechnic display of architectural highlights
the selection of materials in the new store represents a carefully
balanced, authentic mix. the materials in use include oak
(tables, back walls), decorative concrete (ceiling), steel (shelving)
and granite (back walls). It is not only the interior of the
sports store which offers a range of innovations, however. the
spectacular architecture demonstrates the company philosophy
outside as well.
the exterior of the wedge-shaped building provides no visible
indication of the number of floors inside. the spikes rising
heavenwards and the diagonally ordered slats create an
appearance which is full of excitement. the roof is divided into
sections to allow the customer to see the view outside, creating
a link between the artificial shopping world inside and
the real landscape all around. the sections of the building are
slightly staggered. the main entrance is almost in the middle
and is positioned in a glass connecting section. “By staggering
the building sections we have created a visual link with
the Kitzsteinhorn,” explained the architect. a second entrance
leads via a ramp-like staircase directly to the second floor with
its panoramic glass façade. this results in improved customer
frequency on the sales floors and provides an additional communication
opportunity in the entrance area. the client, christoph
Bründl, summarizes the project thus: “Bold, polarising
architecture, which in some ways serves as a provocation to
the classic lederhosen-style environment.”
Quality writ large
a project as “unusually different” as this one demands total
professionalism and teamwork from all those involved. once
again, umdasch shop-concept has demonstrated in the Intersport
Bründl project its wide-ranging shopfitting expertise and
its competence in complex projects involving a large number
of partners. the company executed the concept developed by
Blocher Blocher Partners in an ordered manner, to the highest
quality and highly economically too. the service package
included the preparation of the technical plans, the manufacture
of the exclusive furnishings and the delivery and assembly
of the shopfitting units within a very tight time window.
ShOP aktuell 105
Architecture which puts customers in the mood.
The sports store in Kaprun wins the approval of
customers through convenience, lifestyle and service, as
is evident in the lounge in the women’s section and the
service network station on the lower floor.
sHoP rePort
Bründl, kaprun
umdasch shoP-concePt 19

SHOP PANORAMA
Welcome to
SHOP PANORAMA!
In addition to the wide-ranging reporting on specific topics relating to shop marketing and shop-design,
since issue no. 103 SHOP aktuell has also offered you in SHOP PANORAMA an eye-catching photographic
record of interesting and trend-setting new projects from the past months. The concept has met with
widespread approval and we therefore aim to continue it on a regular basis.
It is, of course, neither a coincidence nor unintentional that the
focus here is on new openings which have been executed in
partnership with umdasch shop-concept and/ or other members
of the umdasch shopfitting Group. nonetheless – or possibly
for that very reason – the selected projects document the
latest developments in store branding, architecture, shop and
lighting design and good presentation. In most cases we provide
brief background information about the company concerned and
describe specific details of the project concerned. the standardised
information box provides the main key facts. here you
can also see that the top achievements in shopfitting today are
often achieved through the co-operation of an entire network of
professionals from a variety of disciplines.
For this issue of shop aktuell we have selected 14 examples
from 9 different countries for SHOP PANORAMA:
of course, this selection represents only a handful of the
projects in which umdasch has been involved in recent months.
You will find a further selection, constantly updated, on our
website www.umdasch-shop-concept.com under the heading
“References”; more detailed project information is also available
under the heading “presse/shop aktuell”.
Spectacular shopping centre openings
the second half of 2008 was also marked by the opening of
a number of remarkable shopping centres. We have already
reported elsewhere on the Westfield in London, the Westside
in Berne and the düsseldorf arcaden. umdasch was responsible
for the shopfitting in a number of stores within these centres,
for example almaplena and tiffany in the Westfield and
Levi’s, esprit, sportXX and the Bernaqua shop in the Westside.
the first phase
of the gigantic dubai
mall, which will total
350,000 m² sales area
and 600 shops, also
opened its doors on 4
november. umdasch
shop-concept executed
the shopfitting
for a noteworthy jewellery
shop for al muftah;
umdasch is also
currently working on
another luxury department
store for the paris
Gallery (opening
spring 2009).
Nr. Project name Location Country Sector/range Page(s)
[1] sony salzburg austria electrical goods 21
[2] milly London united Kingdom Fashion 22
[3] XYZ podgorica montenegro Fashion 23
[4] arteni tavagnacco Italy Fashion 24
[5] sandro paris France Fashion 25
[6] netto Reykjavik Iceland Food 26
[7] Levi`‘s Berlin Germany Fashion 26
[8] JJFox dublin Ireland cigars, spirits 27
[9] mc optik Langenthal switzerland optical goods 27
[10] esprit oberhausen Germany Fashion 28 – 29
[11] Bayard Zermatt switzerland sports 30 – 31
[12] mayersche düsseldorf Germany Book 32 – 3 3
[13] tommy hilfiger salzburg austria Fashion 34 – 3 5
[14] heinemann hamburg Germany travel retail 36 – 37
20 umdasch shop-concept SHOP aktuell 105

Sony
“Connectivity” staged in an
attractive way
SHOP aktuell 105
together with umdasch, the Japanese electronics giant sony
has developed a new shop-in-shop generation for the electrical
goods retail sector in austria. the intention is to communicate
the connectivity of the company’s own range of products
at the pos. sony aims to differentiate itself from its competitors
through the compatibility of its appliances. during
the course of 2008 a total of fifteen brand shops were established.
one of them is at stereoland sänze in salzburg town
centre. the roll-out will be continued during 2009.
Infobox
Location: stereoland sänze
Wiener philharmonikergasse 3
5020 salzburg
austria
contact: www.sony.at, www.sony.net
sales area/ no. of floors: 90 m² / 1
opening: June 2008
sector: electrical goods
SHOP PANORAMA
[1] Sony
planning: sony;
umdasch shop-concept, austria
shopfitting: umdasch shop-concept, austria
shopfitting system: Vitrina & brand-specific development
During the development of the new shop-in-shops emphasis was laid on
sufficient space for advice and service.
umdasch shop-concept 21

SHOP PANORAMA
Milly [2]
Milly
Back to the 60s
the new York designer michelle smith launched the brand
milly in 2000. the fashion label is presented in 1960s style
as feminine, sexy, glamorous and playful. milly is positioned
in the luxury sector and is pursuing a policy of continuous
expansion there. the collections are presented in top department
stores and specialist stores worldwide. By opening a
shop in the London department store harrods milly has taken
another important step towards becoming a global luxury
lifestyle brand.
Infobox
Location: harrods
contact:
Knightsbridge, London
united Kingdom
www.millyny.com
sales area/ no. of floors: 10 m² / 1
opening: october 2008
sector: Fashion
planning: hmKm, umdasch shop-concept
shopfitting: umdasch shop-concept, uK
shopfitting system: Brand-specific development
Consistent store branding combined with the meticulous retro look win over
customers in the new Milly store in London.
22 umdasch shop-concept SHOP aktuell 105

photos: oliver tjaden
SHOP aktuell 105
XYZ
High End Lifestyle
With average growth rates of almost 50 percent during the
past five years, the sportina Group, founded in 1990, is taking
advantage of the wind of change blowing through the eastern
european retail sector. the retail group currently operates
157 shops and has an exclusive brand portfolio. this can also
be seen in the young multi-label group store XYZ, in which
brands like armani, hugo Boss and Galliano are displayed.
a pilot store has just been opened in montenegro’s upwardly
mobile capital podgorica.
Infobox
Location: cetinjski put bb
8100 podgorica
montenegro
contact: www.sportina-group.com
sales area/ no. of floors: 1,400 m² / 1
opening: october 2008
sector: Fashion
planning: schwitzke & partner
shopfitting: umdasch shop-concept, slovenia
shopfitting system: arena & brand-specific development
Lighting: ansorg
SHOP PANORAMA
[3] XYZ
The new store offers a charming contrast between brick visual effects and
futuristic design in the central area.
umdasch shop-concept 23

SHOP PANORAMA
Arteni [4]
Arteni
Tasteful design made
in Italy
Within the last few decades arteni has developed into a successful
“first address” in Friuli in northern Italy. the company
operates 16 shops, including both mono- and multi-brand
stores. the range extends across fashion, accessories, furnishing
fabrics and shoes. umdasch was in charge of creating
a new appearance for the department of Young Fashion and
accessories in the 20,000 m² store in tavagnacco. the new
look is designed to show off to best advantage the exclusive
goods and the large selection available.
Infobox
Location: via nazionale, 135
33010 tavagnacco
Following the refurbishing, Young Fashion and Accessories are arranged in
an open sales area which is broken up by net-like dividing walls and
oval-shaped changing rooms.
24 umdasch shop-concept SHOP aktuell 105
Italy
contact: www.arteni.it
sales area/ no. of floors: 20,000 m² / 3
opening: september 2008
sector: Fashion
planning: arch. alessandra Genovese und arch.
Gianvittorio plazzogna
shopfitting: umdasch shop-concept, Italy
shopfitting system: horizont & Branch-specific development
Floor: seep
In-store decoration: Venus s.r.l. (Visual merchandising),
Window mannequins (shop window
mannequins)

SHOP aktuell 105
Sandro
Less is more
the French fashion label sandro appeals to a trendy clientèle
which places great value on quality. With sandro Femme
already represented at some 100 locations in europe (mainly
France but also switzerland‚ Germany‚ spain and Italy),
the company opened its first store for men under the same
brand-name in 2007. one of the new sandro homme boutiques
is located in the Rue de sevigné.
Infobox
Location: 26 rue de sevigné
75004 paris
France
contact: www.sandro-paris.com
sales area/ no. of floors: 53 m² / 1
opening: october 2008
sector: Fashion
planning: dp agencement
shopfitting: umdasch shop-concept, France
shopfitting system: Brand-specific development
Lighting: erco, Voltex
Floor : autrement les sols
SHOP PANORAMA
[5] Sandro
Sandro Homme appeals to customers with its minimalist store design and
clean lines. A small number of selected items are displayed.
umdasch shop-concept 25

SHOP PANORAMA
Netto [6], Levi´s [7]
Netto
Professional trading up
Infobox
Location: hverafold1-3
112 Reykjavík
Iceland
contact: www.netto.is
sales area/ no. of floors: 1,200 m² / 1
opening: october 2008
sector: Food
planning: assmann shop design
shopfitting: assmann shop design
shopfitting system: a25
cooling technology: arneg
Lighting: design: Zumtobel, supply: Iskraft
Floor: toppgolf
In-store decoration: markhonnun (Graphics)
The Icelandic discount
brand Netto has introduced
a pleasant atmosphere and
service in order to
distinguish itself clearly
from the price-dumping
philosophy of its
competitors. The
shopfitting, which includes
silver furnishings and low
shelf units, also contributes
to the ambience.
The renovated Berlin
flagship store is regarded as
an international pilot project
for future Levi´s shops. A
wide range of exclusive
materials are employed:
copper shelving, glass and
mirror elements, leather tiles
and floors…
L ev i´s
From Berlin around the
world
Infobox
Location: Kurfürstendamm 237
10719 Berlin
Germany
contact: www.levis.com
sales area/ no. of floors: 503 m² / 3
opening: august 2008
sector: Fashion
planning: checkland Kindleyside
shopfitting: umdasch shop-concept, Germany
shopfitting system: Brand-specific development
Lighting: Zumtobel
26 umdasch shop-concept SHOP aktuell 105

JJFox
New look for cigar
empire
Infobox
Location: 119 Grafton street
Mc Optik
Rollout with a view
Infobox
SHOP aktuell 105
dublin 2
Ireland
contact: www.jjfox.ie
sales area/ no. of floors: 65 m² / 1
opening: november 2008
sector: cigars, spirits
planning: 21spaces (www.21spaces.com)
shopfitting: umdasch shop-concept, Ireland
shopfitting system: Brand-specific development
Location: marktgasse 4
4900 Langenthal
switzerland
contact: www.mcoptik.ch
sales area/ no. of floors: 162 m² / 1
opening: august 2008
sector: optical goods
planning: Brem + Zehnder
JJFox in Grafton Street is
one of the oldest cigar
shops in the country. The
renovation also included
an extension of the spirits
range. The mahogany and
cedarwood furnishings
and glass create a
classical but
contemporary exclusive
design.
The opticians with the
largest number of branches
in Switzerland are in the
process of modernising its
entire branch network.
Umdasch is currently busy
renovating all 55 shops. The
idea behind the new design
is to do away with the
rational-objective approach
and introduce a new,
emotional look.
shopfitting: umdasch shop-concept, switzerland
shopfitting system: Brand-specific development
Lighting: design: Brem + Zehnder, supply: Rd
Leuchten
Floor: mpL
SHOP PANORAMA
[8] JJFox, [9] Mc Optik
umdasch shop-concept 27

SHOP PANORAMA
Esprit [10]
In the men’s section on the upper floor the smoked oak
interacts with the coloured mirror glass surfaces.
esprit had every reason to celebrate in 2008. since its founding
by susie and doug tompkins in san Francisco in 1968, the
fashion and lifestyle company has been able to look back on
an impressive success story. today esprit is one of the most
successful fashion brands in the world with over 700 stores
of its own and 14,500 partner areas. the success of the past
years was celebrated under the motto “celebration 68/08”. In
addition to the global expansion into more than 40 countries to
date, existing areas are constantly being updated in line with
the latest store design. the existing flagship store in one of the
largest shopping malls in europe, the centro in oberhausen,
has been completely renovated.
the architecture is characterised by the various theme areas,
since the growth of the brand is also reflected in the expansion
of the various fashion lines − from the men’s sections on the
upper floor via the young label edc, Bodywear, shoes, Kids,
time & eyewear to a spacious accessories department. the
various women’s styles are displayed on the ground floor with
an elaborate new design which has created more space. the
tiled ceiling and wall design of “de corp”, the latest line, is particularly
eye-catching. the innovative design of the surfaces
combined with esprit’s characteristic selection of exclusive
materials such as smoked oak, high-gloss surfaces and gold
glazing results in a flagship store architecture which sets new
standards.
The ground floor with the women’s fashion lines is spacious and light.
Esprit
Celebration 68/08
Infobox
Location: centro/ neue mitte
46047 oberhausen
Germany
contact: www.esprit.com
sales area/ no. of floors: 1,850 m² / 2
opening: september 2008
sector: Fashion
planning: esprit/ saal 3 architecture
shopfitting: Jonas oberhausen
shopfitting system: esprit architecture dept.
Lighting: ansorg
28 umdasch shop-concept SHOP aktuell 105

SHOP aktuell 105
umdasch shop-concept 29

SHOP PANORAMA
Bayard [11]
Bayard
Cosy sports world at the
highest level
Bayard is a specialist for ski and outdoor clothing. With several
shops along Bahnhofstrasse in Zermatt the company is a first-division
player among top addresses. It aims to appeal to tourists
with an unusual shopping experience at the heart of the famous
holiday resort. In doing so the family-owned company relies on
a high-quality brand mix, competent advice and innovative shop
architecture. the renovation of the branch on Bahnhofsplatz has
resulted in an exclusive and welcoming ambience which aims to
reinforce the recognition value of the Bayard brand.
In order to gain additional sales area, the new store was
designed as a so-called cocoon with two mezzanine floors.
this bold move has resulted in some very interesting architectural
spaces. Wooden windows, stairs and ceiling elements give
the impression of shopping in a cosy mountain setting. the use
of glass, steel, aluminium and special surfaces creates a welcome
contrast with the wood. the floors consist of a special fine
stone covering; the mezzanine floors were fitted out with solid
oak beams. overall there is a harmonious ambience, developed
by dössegger & märk aG and executed by umdasch shop-
concept.
Infobox
Location: Bahnhofsplatz 2
3920 Zermatt
switzerland
contact: www.bayardzermatt.ch
sales area/ no. of floors: 650 m² / 3
opening: september 2008
sector: sports
planning: dössegger & märk
shopfitting: umdasch shop-concept, switzerland
shopfitting system: horizont & brand-specific
development
Lighting: neuco
A stylish lounge with Alpine accessories on the ground floor is one of the highlights in the re-styled shop.
30 umdasch shop-concept SHOP aktuell 105

SHOP aktuell 105
umdasch shop-concept 31

SHOP PANORAMA
Mayersche [12]
Mayersche
Impressive world of books
“a passion for books … for generations.” that is the slogan with
which mayersche, the largest family firm on the bookshop scene
in Germany, maintains its position in the face of competition from
the big players among German booksellers. mayersche’s network
of branches covers large areas of north Rhine Westphalia.
thanks to the opening of numerous new stores during recent
years, it is a network which has become increasingly dense. the
bookshop hit the headlines in 2008 with its new six-floor flagship
on the Königsallee in düsseldorf. mayersche took advantage of
the prominent location surrounded by luxury brands to develop
an innovative and very exclusive presentation.
In düsseldorf mayersche adopts a new approach to minimalist
architecture. the appearance of the full-range bookshop is
characterised by simple cube shapes and materials in a range
of colours which has been limited intentionally. the shelves are
room-high and have been designed without backs, providing
interesting snapshot views. the use of glass shelves increases
the impression of transparency. the imposing staircase is particularly
eye-catching. Red escalators wind their way up through
the six floors, providing an impressive overview of the size of the
store. there are plenty of facilities which encourage reading and
resting: bars with bistro tables, a café, large book tables with
reading places and chairs distributed throughout the store.
Infobox
Location: Königsallee 18
40212 düsseldorf
Germany
contact: www.mayersche.de
sales area/ no. of floors: 4,400 m²/ 6
opening: august 2008
sector: Books
planning: architecture: Bücken
Interior design: Konrad
concept: meire&meire
shopfitting: umdasch shop-concept, switzerland
shopfitting system classic & brand-specific development
Lighting: hilger- Ingenieurgesellschaft mbh für
technische ausstattung
The new flagship store provides numerous opportunities for customers to immerse themselves in the world of books and modern media. The information
stands which can be turned through 360° and the spacious book tables are examples of the facilities.
32 umdasch shop-concept SHOP aktuell 105

SHOP aktuell 105
umdasch shop-concept 33

SHOP PANORAMA
Tommy Hilfiger [13]
Subtle colours, furnishings of dark brown ash and a rustic oak parquet flooring characterise the exclusive décor of the new
Tommy Hilfiger store in the Getreidegasse.
Tommy Hilfiger
Within the last twenty years, tommy hilfiger Fashion and the
characteristic red-white-and-blue logo have come to represent
the very embodiment of american lifestyle. For more than ten
years, however, the international brand’s main growth area has
been the european market. there hilfiger has been achieving
double-figure growth, earning more than fifty percent of its revenues.
the company demonstrates the full strength of its brand
name with a continuously expanding range of goods which
extends from watches to home accessories and golf clothing.
the company’s own retail activities play an important part in the
tommy hilfiger approach. at the end of 2008 there were 68 tommy
hilfiger stores in Germany alone, and 11 in austria. one of
them lies in the heart of salzburg.
the historical flair of the “nussdorferhaus or schwabenhaus” in
salzburg’s famous Getreidegasse lends the new tommy hilfiger
store its particular appeal. the vaulted ceiling provides a welcome
contrast to the typically american-inspired design. the
store was created according to the “anchor” concept. characteristic
is the exclusive presentation of the sportswear collection.
the store makes use of such elements as backlit wall units and
cash desks with leather surfaces. the exclusive line “th collection”,
which is shown twice a year at the new York Fashion
Week, is also available here for both men and women.
American cool in a
historical setting
Infobox
Location: Getreidegasse 25
5020 salzburg
austria
contact: www.tommy.com
sales area/ no. of floors: 213 m² / 2
opening: december 2008
sector: Fashion
planning: rpa:vision, schwitzke project
shopfitting: umdasch shop-concept, German
shopfitting system: classic & brand-specific development
Lighting: erco Lighting nederland B.V.
Floor: Buenker
In-store decoration: tommy hilfiger europe (various suppliers)
34 umdasch shop-concept SHOP aktuell 105

SHOP aktuell 105
photos: dipl.des. sabine Lottes
umdasch shop-concept 35

SHOP PANORAMA
Heinemann [14]
Heinemann
World première for a new
brand concept
heinemann is one of the top global players in the travel retail
business. the hamburg-based family firm operates 228 own
shops at 47 international airports. previously the company name
appeared as a logo on the shop façade in a form which could
only be identified with difficulty; in future, however, “heinemann”
is to be transformed into a brand with a high recognition level.
together with the famous hamburg-based agency syndicate
heinemann has developed its new brand appearance from the
logo to shop design to shop architecture. the new concept was
introduced in early december in the airport plaza in hamburg.
umdasch was responsible for the shopfitting.
the name “heinemann” gleams in blue, red and silver above
the pilot store in hamburg. the glamorous appearance of the
entrance continues within the shop itself. different combinations
of materials are used to create individually designed departments,
making it easier for customers to find their way through
the store. the clearly ordered arrangement of the goods on display
provides further assistance in this respect. the main range
(perfumes, branded goods) is presented according to type of
goods (e.g. perfume), category (e.g. men, Women) and then by
brand. But not only the name and the design have changed.
heinemann’s range focuses on international brands at attractive
prices together with a variety of surprise elements. one of the
highlights is the island stage “heinemann’s choice”, where new
ranges and trends are presented every two months.
For the first time the name Heinemann is
visible at the POS. Owner Gunnar
Heinemann comments: “By using our
family name we aim to gain the confidence
of our customers. We want them to make a
conscious decision to shop at Heinemann.”
Infobox
Location: hamburg airport
airport plaza
Germany
contact: www.gebr-heinemann.de
sales area/ no. of floors: 1,350 m² / 1
opening: december 2008
sector: travel retail
planning: syndicate Brand & corporate design
shopfitting: umdasch shop-concept, austria
shopfitting system: classic, Varo & Brand-specific
development
Lighting: cpa Lichtkonzept
Floors: syndicate Brand & corporate design
execution: Lindner
In-store decoration: terrahe
The new shop design is characterised by an individual combination of materials chosen to suit the
different departments. The photo shows the spirits area where
the back walls have been clad to look like a rock face.
36 umdasch shop-concept SHOP aktuell 105

SHOP aktuell 105
umdasch shop-concept 37

SHOPS & SHOPPING
Tokyo
text
christian mikunda
Shop Dramaturgy live in Tokyo
Of flagship stores and
maid cafés
As the glass door of the lift silently closed, the security man in the dark suit bowed and continued to wait, still
bending forward, until we had swept out of the lift. Incredible, we thought, that he had just performed this
service ritual yet again for the seventh time in succession: here, in the Nicolas G. Hayek Center on Ginza in
Tokyo, there are seven independent lifts waiting for visitors, each one like a walk-in shop window in the style
of the shop to which it would then bring the new arrival.
We had been travelling up and down throughout the district
for the past half hour – into the wood-panelled lift of
Blancpain, across to the omega shop, down in the appropriate
glass lift with its transparent vitrines, five metres across
the inner courtyard, into the jazzy swatch lift and down into
the subterranean swatch universe. and in between the head
of reception had to bow gain and again, whenever the lift in
question departed. “damn”, he probably thought, “they’re not
customers – they’re just researching.” and he was right. den-
ise and I were preparing a brand-new learning expedition for
the umdasch shop academy. the hayek center will make a
definite starting point.
Ginza & Aoyama
tokyo has no centre as such. It consists of 23 city villages
which are mostly grouped around a major railway station and
which each also represent a particular shopping culture. In
38 umdasch shop-concept SHOP aktuell 105

Illuminated advertisements and video walls characterise the appearance of Tokyo at night.
recent years numerous star architects have built a temple for
one of the international luxury brands. If you are looking for one
of them, the first place to start is Ginza. there massimiliano
Fuksas lured us into the magnificent armani store, a tower like
a temple with a black interior and golden yellow shafts of light
which are only recognisable upon second glance as an exploded
armani logo. Ginza was always a watchword for striking illuminated
advertisements. today the futuristic Led walls light up
the temple-like shop fronts.
on and around omotesando in the aoyama district you will
find the shopping temples of tod’s, cartier, Issey miyake and
comme des Garçons. most spectacular
of all is without doubt the multistorey
prada store by the swiss architect
pair herzog & de meuron, shining
in the night like a walk-in crystal. We
visited Buddhist temples and shinto
shrines and were delighted to find
that the glorious effect of the shops
could be explained by the temple
architecture and temple rituals: magical
good fortune on all sides.
Just behind the grand boulevard, tokyo
suddenly looked like a village. the art-
SHOP aktuell 105
Temple architecture and temple rituals are
deeply rooted in everyday life.
sy scene was selling antiques; young designers were celebrating
their labels in little shops in low-rise houses; a hat shop appealed
to us for its harmonious atmosphere and setting. We tried on the
models on display – how bold and Japanese they were. and then
we looked at the label: and saw that they were made by mühlbauer
in Vienna. What a global world we live in.
Roppongi & Shibuya
SHOPS & SHOPPING
Tokyo
the new shopping centres in tokyo lie in the heart of the city
and form part of the life of the district in which they are located.
they are not foreign bodies; they are surrounded by life,
Training hard for “Laden-Dramaturgie LIVE!”:
Mag. Denise Mikunda-Schulz and Dr. Christian
Mikunda with sumo wrestlers.
umdasch shop-concept 39

SHOPS & SHOPPING
Tokyo
The flagship stores of the top brands are the temples of today.
for example in Roppongi, whose bars and nightclubs become
the city’s entertainment district after dark. “Roppongi hills” is
actually an urban entertainment centre, housing the headquarters
of asahi tV and a sensuous museum as well as a hyatt
hotel. some flagship stores, like that of Louis Vuitton with its
sophisticated Led “staircase to heaven”, and the Roppongi
Residences are separated from the mall by a busy road. What
should we do? Witty, sensuous objets d’art which you can sit
on “erase”, so to speak, the presence of the road as a barrier.
art is omnipresent, too, in the nearby “tokyo midtown” mall.
dozens of artworks in the countless columns inside the centre
virtually turn the mall into a gallery. art spills over into the
outside space as well, where a hyper-realistic rose some 20
metres tall and an enormous spider are among the landmarks.
In summer, you can sit in front of the mall’s art museum (the
second in the district) beside an artificial stream. For a few yen
you can rent a mat and a towel so that you can dangle your feet
in the water. these shopping centres are far removed from the
monstrous out-of-town constructions; they have established
their place in the urban setting and social life of the district in
which they are located.
the trend continues in shibuya, albeit with a completely different
basic ambience. shibuya is famous for its giant screens on
the façades of the buildings, for the pachinko halls, the karaoke
bars, the “Love hotels” (in two categories: “stay” and “Rest”).
It was in this youthful tokyo that the equally youthful “shibuya
109” was opened, with what is probably the largest collection
of teen boutiques to be found anywhere in the world. In
the smallest of spaces and over nine floors lie cheek by jowl –
almost like in a bazaar – one self-contained world after another
– each with its own atmosphere, its own lifestyle, its own
special goods, music and lighting. the Bape flagship store is
the star of shibuya, with a special effect which made us curious
enough to stop for a moment. as if borne by the hand of a
phantom the shoes swept through the entrance of the former
underground label.
Maid shops & the cult of socks
that was another one. she had just dashed past us. she
looked like a doll which had come to life, representing a nineteenth-century
maid. these “maids” are a cult in Japan, as well
as in Korea, singapore and hong Kong. they are young girls
of about twenty who choose to portray their favourite cartoon
character. In the mangas they wear short skirts and look either
cute or sexy. You can actually encounter them in person on
the streets of akihabara and harajuku. some of them are stars
who record cds, appear in television shows, dance and sing.
they all visit the maid shops where they purchase their outfit.
tourists cannot believe their eyes when they see how risqué
some of their costumes are. the Wonder Rocket store in take-
40 umdasch shop-concept SHOP aktuell 105

The youth scene meets to go shopping in Takeshita Dori.
shita-dori is harmless enough; here you will meet sweet little
sales girls and similarly-clad customers in an alice in Wonderland
enchanted forest. Lonely young men without a “date” visit
maid cafés where the maids become waitresses, flirting gently
with them and playing a children’s game with the guest for
500 Yen.
maids are part of the JoY phenomenon which is supposed to
bring joie-de-vivre into everyday life in Japan. While some Japanese
dress up, other young couples and businessmen prefer
to visit cat cafés, where about ten cats are waiting to be
stroked – a popular form of relaxation after work. the playful
attitude to cult and joy continues in the shops. Very “in” at
the moment are sock shops, in which you can not only pur-
SHOP aktuell 105
SHOPS & SHOPPING
Tokyo
chase the famous Japanese socks with ten toes, but also negligee
socks which look like underwear. the Japanese also dress
up their mobile phones in an equally playful manner; decorated
with swarovski stones or adorned with light diodes, they
become portable light installations. In tokyo, shopping culture
and everyday fads are one and
the same thing. only at first glance
does toyko appear to be a westernised
city; it also contains a wealth of
secrets and curious features for anyone
who penetrates beneath the surface.
2 x “Laden-Dramaturgie LIVE! Tokio”
(“Shop Dramaturgy LIVE! Tokyo”)
From 17.5 – 21. 5. 2009 and from
22.5 – 26. 5. 2009
conference language German
there were so many advance bookings that
the first date for the popular shop expedition
“Laden-dramaturgie LIVe!” to tokyo with dr.
christian mikunda was fully booked immediately
the dates were announced. When
shop aktuell went to print there were still a
few vacancies for the second date (22 − 26
may 2009). Further information – including
details of the programme and prices – can
be found on our website www.umdaschshop-concept.com
(pdf download) or from
regula.wirth@umdasch.com.
umdasch shop-concept 41

RETAIL EVENT
text
Reinhard pender
Invitation to the retail event of the year
The Art of Stage Management II
Alpbach/Tyrol, 15-17 October 2009
The International Retail forum “Die Kunst der Inszenierung II” (“The Art of Stage Management II”) will be staged from
15 − 17 October 2009 in the heart of the idyllic mountain landscape of Tyrol. This event will provide the international
culmination of the wide-ranging programme of events organised by the Umdasch Shop Academy. Far away from the
bustle of everyday life and stereotyped congresses, visitors can experience an unusual programme of exciting lectures
and relaxation in unspoiled natural surroundings.
the alpbach International Retail Forum 2009 is the second
event of its kind and will be offered in future every three years.
Its multi-disciplinary programme introduces participants to
secrets and success factors of stagings in a variety of fields
(art/ culture; science/ research; trend and future research;
Alpbach in Tyrol, the prettiest village in Austria, will provide the setting for the unusual retail forum
“The Art of Stage Management II” from 15 − 17 October 2009.
Already part of the programme of the Alpbach Retail Forum: Peter Paul Polte (introduction), Dr. David Bosshart,
Prof. Dr. Eckard Minx, Daniel Strolz, Dr. Christian Mikunda.
theatre/ film/ entertainment; architecture/ design; luxury consumer
culture) by means of lectures, discussions and live
experiences. practical examples of successful staging from
the world of retailing and a live visit (swarovski crystal Worlds)
round out the programme. the international character of the
event will be underlined by
the provision of simultaneous
German/ english translation
of the lectures. the
media partners are “textil-
Wirtschaft”, “Key account”
and “handel heute”.
42 umdasch shop-concept SHOP aktuell 105

Top international lecturers
“the art of stage management II” will be introduced by the
publisher of textilWirtschaft, peter paul polte. When this issue
of shop aktuell went to press the following lecturers had
already agreed to speak: dr. david Bosshart (ceo GdI), prof.
dr. eckard minx (director of the Reasearch Institute of daimler
aG), daniel strolz (Lech/arlberg) and dr. christian mikunda.
promising discussions are currently being held with further
prominent speakers. the final (printed) programme will
be available just before easter. the provisional timetable is
as follows:
Thursday, 15. 10. 2009 (Opening)
from 6.00 p.m.: Welcome desk in the alpbach congress
centre, registration
7.00 p.m.: Welcome and opening
7.30 p.m.: opening lecture
8.30 p.m.: dinner
10.00 p.m.: open-air performance
Friday, 16. 10. 2009 (Congress programme)
9.00 – 10.30 a.m.: Lecture block I
10.30 – 11.00 a.m.: Break
11.00 a.m. – 12.30 p.m.: Lecture block II
12.30 – 1.45 p.m.: Business Lunch
1.45 – 3.15 p.m.: Lecture block III
3.15 – 3.45 p.m.: Break
3.45 – 5.15 p.m.: Lecture block IV
7.30 p.m.: Gala dinner with special guest speaker
Saturday, 17. 10. 2009 (Live performance)
9.00 a.m. – 12.00 noon: tour of swarovski crystal Worlds, Wattens
Excellent cost-effectiveness
thanks to the support of umdasch shop academy’s event
partners (eurodisplay, Gerflor, RZB Leuchten and the brands
of the umdasch shopfitting Group) it is possible to offer this
unique event at a price of € 980.-- (plus Vat). the price covers
two nights’ accommodation with full board. the price for
optional additional nights’ accommodation and for accompanying
persons who do not wish to participate in the event
are equally moderate. You can obtain additional information
about “the art of stage management II” from sonja.scheidl@
umdasch.com, tel. + 43/7472/605-1957. ms scheidl will be
pleased to receive your registration for the event at any time.
Conferences in the loveliest village in Austria
philosophers, politicians and the business élite know and
appreciate the unique character and atmosphere of alpbach.
they have found inspiration on the sunny plateau 1000 metres
above sea level, far from the noise and bustle of the city. each
season has its own special charms, especially autumn ... alpbach’s
modern congress centre is an architectural jewel,
SHOP aktuell 105
The modern Alpbach Congress Centre is gently embedded in the
mountain landscape of Tyrol.
RETAIL EVENT
picturesquely nestling on the mountainside. the “european
Forum alpbach” has earned for the village a reputation far
beyond the boundaries of europe as the “Village of philosophers”.
and yet, in alpbach leisure and relaxation are also all
around.
accommodation is available in four and three-star hotels
with every comfort and authentic flair which fit into the overall
appearance of the village. the Romantik hotel Böglerhof,
the alpbacherhof and the hotel post are sure to be charming
hosts. the congress centre is a pleasant stroll away from all
three hotels.
alpbach lies in the alpbach Valley, a side valley of the Inn
Valley in tyrol. Important distances: Inntal motorway a12 exit
Kramsach/Brixlegg 12 km, Innsbruck 57 km, munich 160 km,
salzburg 150 km. Innsbruck, munich and salzburg are the
nearest airports if you are planning to fly.
umdasch shop-concept 43

SHOP DESIGN
text
Reinhard pender
Glass in shopfitting
A material for brilliant
performances
Glass has long been an important element in modern architecture. It permits constructions which impress by
virtue of their lightness, creating rooms filled with light and permitting a unique contact between the inside
and the outside. As a result of its functional and design properties glass today also plays an increasingly
important role in shopfitting.
Glass possesses numerous technological and aesthetic properties
which are not found similarly combined in any other material:
● Glass is efficient and multi-functional. even a thin layer
provides better protection from dampness, the sun’s rays,
heat, noise and fire than all other building materials.
● Glass is ecologically friendly and economical. It demonstrates
virtually no signs of age and possesses excellent transmission
values. It can be produced in advance and recycled.
● Glass is full of contradictions: it is opaque and transparent,
abstract and concrete, solid and firm and floating. Glass
changes its appearance depending on the time of day.
44 umdasch shop-concept SHOP aktuell 105

SHOP aktuell 105
SHOP DESIGN
At the Paris Gallery in the Marina Mall in Abu Dhabi the action radius of glass is demonstrated in impressive bandwidth. Supported by lighting
effects, the shelves, tables, vitrines and display cases characterise the glittering setting.
● Glass adds a dynamic element by providing a constantly
changing appearance for a building and its relationship to its
surroundings.
● Glass makes things visible; it emphasises constructions or
other materials.
● Glass is both a screen and a support material. When left
unprocessed it reflects the surroundings; as a projection surface
it can be printed, etched, engraved, dyed, enamelled,
painted, turned into a mirror, illuminated and holographed.
a particularly spectacular glass project in shop architecture is
the apple flagship in new York. a giant glass cube – like the Louvre
pyramid – forms the entrance area above ground. From there
a suspended glass staircase leads down into the subterranean
apple kingdom proper.
Innovations extend the scope of design
In shopfitting there are a number of classic uses for glass such
as dividing, protecting, veiling, reflecting, disguising and carry-
ing. on the subject of “carrying” there are, for example, glass
shelves which form part of the shelving range available in several
shopfitting systems with horizontal frames or slotted uprights.
cube systems (linked by nodes), display units and vitrines,
indeed complete shelving systems are further familiar applications.
technological progress is continually extending the functional
and design scope. Whilst metal or aluminium pre-formed
uprights previously provided the load-bearing construction for
glass vitrines, nowadays an “invisible” uV adhesive tech-
The solution for the entrance of the Apple flagship in New York with aboveground
glass cube and subterranean free-standing staircase demonstrates
glass architecture at its very best.
umdasch shop-concept 45

SHOP DESIGN
A fascinating array of vitrines on a marble base. Seen in the Abu Dhabi
Mall. Shopfitting by Umdasch Shop-Concept.
Glass counter with integrated lighting and innovative goods security.
Seen in the Paris Gallery (Mirdif Uptown, Dubai). Shopfitting by Umdasch
Shop-Concept.
nique provides attractive free-standing solutions. also gaining
in popularity is coloured, printed and foil-covered glass as well
as thermal and safety glass. thanks to the continued development
of bending techniques, curved forms are now possible in
furnishing and shopfitting, extending still further the action radius
of glass. the interplay of glass and light has a very special
charm. and so umdasch continues to work unceasingly on
the development of special lighting solutions. From integrated
illumination for glass shelving using conventional and Led
techniques to sophisticated solutions for vitrines – with light
and glass it is possible to create impressive effects for goods
presentation, especially at the exclusive end of the spectrum.
such solutions are often chosen for ranges of goods such as
watches and jewellery, top-quality accessories and perfumery
articles. Last but not least, in the duty free and travel value
sector you will find extensive areas filled with vitrines and
display units.
Glass also protects items from undesirable access without
detracting significantly from the goods presentation. In this area,
too, there have been a number of interesting innovations. For
example, the Viennese company emo electronics has developed
an intelligent system for securing furnishings and glass
cases. an electronic locking technique replaces the usual system
of keys and ensures that only authorised persons can open the
unit. the integrated monitoring of the door provides a reminder
when a door remains open for too long and also locks it again
automatically. the system works with chip data carriers which
can be programmed with different authorisations. In addition,
The security system by MEMO Electronics functions with a chip which can
also be worn as a bracelet.
46 umdasch shop-concept SHOP aktuell 105

Swarovski flagship store in Tokyo. The concept name “Crystal
Forest” also applies to the furnishings.
motorised sheets of glass can be used for special presentation
and demonstration effects.
Last but not least, glass in shopfitting is also used for shop windows
and mirrors. In its function as a mirror glass can alter the
effect of a room; above all, it can make it larger and give it form.
as a mirror in or in front of the changing rooms the material also
has an important role to play in the sales process (a subject to
which we shall return on a future occasion).
Impressive glass projects
Be it in planning, project management, production and acquisition
– the experts at umdasch shop-concept study systematically
the latest glass technologies and the optimal use of
glass in various projects. the nerve centre of the entire process
is glass technology expert thiemo Kienel, who also co-ordinates
the co-operation with the company’s various partners
in the glass industry. the list of shopfitting projects executed
by umdasch in which glass played an important role is long
and littered with famous names.
SHOP aktuell 105
SHOP DESIGN
The glass shelving, tables and
gondolas in the Armani shop at
Frankfurt airport are secured
using keyless technology.
Presentation furniture of glass is also ideally suitable for accessories. Seen
at Tanner Krolle in London. Shopfitting by Umdasch Shop-Concept.
Because of the exclusive goods on display, glass plays an
especially important role in shop design in the shopping areas
of airports. the projects in which umdasch shop-concept was
involved at the Ben Gurion airport in tel aviv and the airport
in dubai are spectacular indeed. and glass is also an important
material in the numerous airport stores of Gebrüder heinemann.
the large expanses of glass display units designed by
umdasch for luxury department stores such as harrods (London),
tsum (moscow), saks Fifth avenue (dubai), Fitaihi (Jeddah)
and paris Gallery (dubai and abu dhabi) are particularly
impressive. In these locations the glass presentation furniture
interacts with tailor-made lighting solutions to show to
best advantage the ranges of items such as watches, jewellery,
high-quality writing utensils, accessories, electronics articles
and perfume. It almost goes without saying that glass determines
the appearance of the current swarovski concept crystal
Forest, for which umdasch fitted out the flagship stores in
London and tokyo.
umdasch shop-concept 47

sHoP events
Mark Faithfull
moderierte
UK-Forum
Mark Faithfull
presented
Uk Forum
Freuten sich über gelungenes UK-Forum (v.l.n.r.):
Vince Gunn, Mark Faithfull, Ing. Roman Fußthaler
(Geschäftsführer Umdasch UK), Dr. Horst König
(Geschäftsführer Umdasch Amstetten), Ruth
Andrade, Organisatorin Anneliese
Halbartschlager, Luke Pearson.
Visibly pleased at the success of the UK forum
(from l. to r.): Vince Gunn, Mark faithfull, Ing.
Roman fußthaler (Managing Director Umdasch
UK), Dr. horst König (Managing Director
Umdasch Amstetten), Ruth Andrade, Organiser
Anneliese halbartschlager, Luke Pearson.
Der renommierte Handelsjournalist
Mark Faithfull moderierte am 13. November
2008 im trendigen Club Maya das
bereits zweite Londoner Umdasch Shop-
Concept-Forum. Die zahlreichen Gäste
erlebten einen informativen und stimmungsvollen
Abend. Unter dem Titel
„Innovation Generation“ zeigten drei Top-
Referenten unkonventionelle Wege, um
trotz Finanzkrise und Konsumflaute auf
der Erfolgsspur zu bleiben: Vince Gunn
(ehemaliger CEO der Buchhandelskette
Blackwell), Luke Pearson (Gründer
der Designagentur Pearson/Lloyd), Ruth
Andrade (Umweltbeauftragte bei Lush).
the well-known retail journalist mark
Faithfull presented the second umdasch
shop-concept-Forum in fashionable club
maya in London on 13 november 2008.
the numerous guests enjoyed an informative
evening with a congenial atmosphere.
under the title “Innovation Generation”
three top lecturers showed unconventional
ways of remaining successful
despite the financial crisis and stagnant
sales: Vince Gunn (former ceo of the
retail bookshop chain Blackwell); Luke
Pearson (founder of the design agency
Pearson/Lloyd); and Ruth andrade (environmental
representative at Lush).
euroshop retail design award
2009 goes to nike
on 12 January 2009, on the occasion
of the national Retail Federation
trade fair in new York, the ehI and
messe düsseldorf presented the euroshop
Retail design awards 2009 for the
best stores worldwide. the winners, who
were judged by the international team of
experts to be of equal merit, are american
Girl (chicago), nike town (London)
and Romanticism (hangzhou/china).
the nomination of nike town in London
meant that the latest winners included
a project in which umdasch shopconcept
played an essential role as
shopfitter. this was also the case last
year, when Globetrotter (cologne) was
among the winners.
The awards presentation ceremony (from l. to r.):
Wade M. Opland (American Girl), Ulrich Spaan
(EhI), Günther Berger (Umdasch), claudia
horbert (EhI), Elke Moebius (EuroShop).
Dr. David Bosshart in Zürich,
Paris, lausanne, alpbach
dr. david Bosshart in Zürich,
Paris, lausanne, alpbach
Dr. David Bosshart, CEO des Gottlieb
Duttweiler Institutes in Rüschlikon/
Zürich, steht als Referent bei Umdasch
Shop-Concept-Foren hoch im Kurs. Am
3. November 2008 referierte er beim
23. Schweizer Forum unter dem Titel
„Hausmannskost statt Einheitsbrei?“
in Regensdorf/Zürich. 2009 bestreitet
Bosshart zwei Umdasch-Foren in französischer
Sprache, und zwar am 13.
Mai in Paris und am 18. Juni in Lausanne.
Schließlich ist der GDI Boss auch
im hochkarätigen internationalen Referentenportfolio
vertreten, das beim Internationalen
Alpbacher Handels-Forum
vom 15. bis 17. Oktober 2009 „Die Kunst
der Inszenierung“ entschlüsselt.
dr. david Bosshart, ceo of the Gottlieb
duttweiler Institute (GdI) in Rüschlikon/Zürich,
is a popular lecturer at the
forums held by umdasch shop-concept.
on 3 november 2008 he held a
lecture entitled “hausmannskost statt
einheitsbrei?” (“home cooking instead
of the same old stodge?”) at the 23rd
swiss Forum in Regensdorf/Zürich. In
2009 Bosshart will be participating in two
umdasch forums in French: on 13 may in
Paris and on 18 June in Lausanne. Finally,
the head of the GdI will also be a member
of the illustrious international team of
lecturers who will be decoding “die Kunst
der Inszenierung” (the art of stage management)
at the alpbach International
Retail Forum from 15−17 october 2009.
Dr. David Bosshart (links) im
Gespräch mit Umdasch-
Schweiz-Geschäftsführer
Christian Binder.
Dr. David Bosshart (left) talking
to christian Binder, Managing
Director of Umdasch
Switzerland.
48 umdasch shoP-concePt ShOP aktuell 105

Five new seminars at the
Umdasch shop academy
The Umdasch Shop Academy Seminar Programme
2009 covers more than 50 events in ten countries.
the printed version of the umdasch
shop academy seminar programme
2009 was published at the beginning of
the year. the programme includes five
completely new seminar formats, two
“repeat performances” and a number of
tried and tested titles. Retail professionals
have a choice between 14 different
seminar topics at some 50 events in ten
countries.
the new additions to the programme
of the umdasch shop academy include,
for example, a rather different sales seminar
with claudia engel-hutner. It is entitled
“das drehbuch für den erfolgreichen
Verkauf” (“a script for successful sales”)
and it focuses on the synchronisation of
shop design and goods presentation with
advice and sales. It provides a way of raising
turnover and results considerably.
the workshop “Professionelle standort-
und Filialnetzoptimierung” (“Professional
location and branch network
optimisation”) covers a hotly disputed
topic which is directed in particular
towards “multipliable concepts”, in oth-
ShOP aktuell 105
er words chain stores, vertical retailers
and brands. Lecturers from three different
disciplines will be taking part in this
event: dr. stephan mayer-heinisch, President
of the chamber of commerce, mag.
arndt traindl and mag. hannes Lindner
(standort+markt).
Further additions to the programme
include a store branding seminar specially
geared towards chemist’s shops; a lighting
seminar at RZB; a “local top dog” seminar
for the swiss market and a mikunda
theory seminar entitled “KauFGeFÜhLe”
(“sales emotions”), which will be offered
from autumn 2009 as a Limited edition.
You will find reports on the alpbach International
Retail Forum “the art of stage
management II” and the shop expedition
“Laden-dramaturgie LIVe!” (“shop dramaturgy
LIVe!”) to tokyo elsewhere in this
magazine (pages 38–41 and 42–43).
three distinguished partners – RZB-
Leuchten, Gerflor and eurodisplay – will be
supporting the activities of the umdasch
shop academy in 2009. the academy has
already established itself as the élite training
school within the German retail scene,
and in some respects even beyond.
the calendar of events on pages
50–51 provides an overview of the spring
dates. We shall be pleased to send you
the complete programme with all details
upon request. our website will also always
provide you with the latest information:
www.umdasch-shop-concept.com.
sHoP events
simonetta
Carbonaro in
vienna on
12 May 2009
250 visitors at the lower austria retail Conference
the retail conference 2008 of the Lower
austria chamber of commerce was
held on 4 november 2008 in the umdasch
Infocenter in amstetten. some 250
guests visited the umdasch shopshow
The panel of experts
discussed the
opportunities for the “New
centre”: christof Kastner
(Kastner), Mag. Dorothea
hagenauer-Stattmann (Ac
Nielsen), Dr. Stephan
Mayer-heinisch (Retail
Association), Dr. Jutta
Pemsel (Kaufstraße),
Mag. Werner Weber (Libro)
and presenter
Ronald Barazon.
during the afternoon in order to learn how
the “new centre” should best be presented
in the retail sector. the quintessence
of the lectures and discussions was that
there is no room for mediocrity in the gap
consumer
psychologist
Simonetta
carbonaro will be a
guest speaker at
the Umdasch
Shop-concept
forum on 12 May
2009 in Vienna.
the subject of authenticity will be the
main focus of the 34th austrian umdasch
shop-concept Forum on 12 may in Vienna.
under the title “mit authentizität
aus der Krise” (“With authenticity out of
the crisis”) the consumer psychologist
simonetta carbonaro will invoke a strategy
of genuine quality. ms carbonaro’s
fields of expertise include innovation
management and strategic design management;
she is also Professor of humanistic
marketing and design at the university
of Boras in sweden and a member of
the research centre of the domus academy
in milan. ms carbonaro is currently
establishing a specialist centre for new
marketing strategies in saturated markets
and is researching the fields of consumer
behaviour and social and cultural changes
in our global society.
left between discount stores and luxury
retailers, but that there are plenty of
opportunities for companies which know
what they stand for and which are able to
communicate their message clearly.
Presenter Ronald Barazon, Managing Director Dr. Reinhold
Süßenbacher, chairman of the Board helmut Neher,
BR Sonja Zwazl, President of the Lower Austria chamber
of commerce, and Josef Schirak, branch representative of
the Lower Austria chamber of commerce, were delighted
to see the Umdasch Infocenter full of guests.
umdasch shoP-concePt 49

BücHer Books
KalenDer Calendar
neue Bücher new Books (German editions)
D. BOSShART, M. KühNE
DIScOUNT fOREVER
hat das marktkonzept discount ausgedient?
Welche entwicklungen haben die Günstiganbieter
in den letzten Jahren durchlebt? Wie sieht der
discounter von morgen aus? die neue GdI-studie
liefert antworten. Zuerst wird die entwicklungsgeschichte
des discount-Phänomens erläutert,
anschließend Zukunftsperspektiven abgeleitet.
Gottlieb Duttweiler Institut, Zürich
2008, 64 Seiten
ISBN 978-3-7184-7041-9
90 Sfr
JAy cONRAD LEVINSON
GUERILLA MARKETING DES 21.
JAhRhUNDERTS
„effektiv werben kann man mit jedem Budget!“
meint Levinson in seinem neuen Buch. er präsentiert
darin die neuesten erkenntnisse aus dem Guerilla
marketing und beschreibt kreative Ideen und
aktionen, die mit kleinem mitteileinsatz große Wirkungen
zeigen. Praktische Beispiele und eine aufzählung
der 200 Waffen des Guerilla marketings
runden das Werk ab.
campus, frankfurt/Main
2008, 439 Seiten
ISBN 978-3-593-38708-6
39,90 €
T. cONRAN, S. BAyLEy
DESIGN
event-Kalender Calendar of events*
terence conran, einer der einflussreichsten designer
unserer Zeit, macht in diesem Buch gemeinsam
mit designexperten, Juroren und Kritiker stephen
Bayley einen streifzug durch die Welt der einflussreichsten
strömungen und aufregendsten Kreationen
des 20. Jahrhunderts. eine kurzweilige Lektüre,
die Produkt, möbel-, mode-, automobil- und
Grafikdesign(er) präsentiert.
callwey, München
2008, 336 Seiten
ISBN 978-3-7667-1761-0
49,95 €, 83,90 Sfr
SABINE ROSS
WARENPRäSENTATION IM
TExTILEINZELhANDEL
sabine Ross, lange Zeit Visual merchandising-Beraterin
bei esprit – heute bei Gaastra, fasst die Basics
der optimalen Warenpräsentation in ihrem neuen
Buch zusammen. Zahlreiche plastische Grafiken
und Farbfotos sowie kurze, klare Beschreibungen
erleichtern den Lesern die direkte umsetzung.
Deutscher fachverlag, frankfurt/Main
2. aktualisierte Auflage, 2008, 141 Seiten
ISBN 978-3-86641-186-9
78,00 €
Date Location event type information
10. – 13. 3. 2009 Cannes MIPIM Real Estate Summit www.mipim.com
11. 3. 2009 Amstetten Store Branding für Apotheken Eintagesseminar, Max Wöss www.umdasch-shop-concept.com
17. 3. 2009 Amstetten Das Drehbuch für den erfolgreichen
Verkauf
Eintagesseminar, Claudia Engel-Hutner www.umdasch-shop-concept.com
18. 3. 2009 Oberentfelden Store Branding Eintagesseminar, Max Wöss www.umdasch-shop-concept.com
18. 3. 2009 Verona Visual Merchandising Seminario della durata di un giorno,
Lipp/Cappanera
www.umdasch-shop-concept.com
19. 3. 2009 Frankfurt/Main Partner Stores 2009 Konferenz www.TextilWirtschaft.de/psk2009
19. 3. 2009 Ljubljana Ladengestaltung für Praktiker Eintagesseminar, Consult Portfolio www.umdasch-shop-concept.com
23. – 25. 3. 2009 Las Vegas GlobalShop Retail Design Fair www.globalshop.org
24. 3. 2009 Düsseldorf Das Drehbuch für den erfolgreichen
Verkauf
Eintagesseminar, Claudia Engel-Hutner www.umdasch-shop-concept.com
24./25. 3. 2009 Wiesbaden Handelswerbung 2009 Kongress www. conferencegroup.de
25. 3. 2009 Oberentfelden Wie Platzhirsche ihr Revier behaupten Eintagesseminar, Traindl/Jenny www.umdasch-shop-concept.com
20. 4. 2009 Renens Visual Merchandising Séminaire d´un jour, Brigitte Beeler www.umdasch-shop-concept.com
21. 4. 2009 Amstetten Store Branding Eintagesseminar, Max Wöss www.umdasch-shop-concept.com
21. 4. 2009 Neidenstein Visual Merchandising für Praktiker Eintagesseminar, Irmgard Heyd www.umdasch-shop-concept.com
22. – 24. 4. 2009 Barcelona ICSC Europe Conference Shoppingcenter Conference www.icsc.org
6. + 7. 5. 2009 Oberentfelden Visual Merchandising für Praktiker Eintagesseminar, Irmgard Heyd www.umdasch-shop-concept.com
6. – 8. 5. 2009 Barcelona World Retail Congress International Retail Congress www. worldretailcongress.com
7. 5. 2009 Wien 11. Europäisches EKZ-Symposium Kongress www.regioplan.at
12. 5. 2009 Wien Umdasch Shop-Concept-Forum Abendveranstaltung, Simonetta
Carbonaro
www.umdasch-shop-concept.com
50 umdasch shoP-concePt ShOP aktuell 105

TExTILWIRTSchAfT (hrsg.)
LäDEN 2008
Zum 20-jährigen Jubiläum bekommt Läden ein
neues Layout. unverändert bleibt die bewährte Berichterstattung
über neueröffnungen und umbauten
im textileinzelhandel. die 52 ausgewählten stores,
darunter airfield Köln, Gucci new York, Banana Republic
London, können dem Leser auch als Impulsgeber
für die eigene Ladengestaltung dienen.
Deutscher fachverlag, frankfurt/Main
2009, 165 Seiten
ISBN 978-3-86641-150-0
98,00 €
E. häNDELER, ch. RAUch
SILBERNE REVOLUTION
die studie „silberne Revolution“ zeigt, welche herausforderungen
und chancen sich für die Gesellschaft
und insbesondere unternehmen aus dem
demografischen Wandel ergeben. die autoren sind
sich einig: Gesundheit wird zur schlüsselressource
und rückt immer stärker in den Fokus von arbeit,
Freizeit und Konsum.
Zukunftsinstitut (www.zukunftsinstitut .de), Kelkheim
2008, 92 Seiten
ISBN 978-3-938284-38-4
175,00 €
ShOP aktuell 105
(German/english editions)
chRISTINE ANNA BIERhALS
GREEN DESIGNED: fAShION
a “green” conscience is currently in fashion, in
the fash ion sector as well as elsewhere. this book
there fore presents 55 innovative fashion designers
and projects where production is geared towards an
environmental and socially sustainable scale or has
already fulfilled such criteria. among the concepts
introduced in this new publication are the ecological
collections of labels such as adidas, Levi’s, nike
and Filippa K.
avedition, Ludwigsburg, 2008, 168 pages
ISBN 978-3-89986-103-7
29.90 €, 49 Sfr
cONWAy LLOyD MORGAN
TRADE fAIR DESIGN ANNUAL
2008/2009
although the technology revolution is leading to an
increasingly virtual approach to communications,
for many companies the trade fair stand remains a
key element in any marketing strategy. this is evident
in the only yearbook in the trade fair design
scene worldwide. the current edition presents 40
outstanding stands, including a number of euroshop
presentations.
avedition, Ludwigsburg
2008, 224 pages
ISBN 978-3-89986-101-3
69.90 €, 118 Sfr
BücHer Books
KalenDer Calendar
Date Location event type information
13. 5. 2009 Paris Umdasch Shop-Concept-Forum Abendveranstaltung, Dr. David Bosshart www.umdasch-shop-concept.com
17. – 20. 5. 2009 Las Vegas RECon Retail Real Estate Convention www.icsc.org
17. – 21. 5. 2009 +
22. – 26. 5. 2009
Tokio Laden-Dramaturgie LIVE! Shop Expedition www.umdasch-shop-concept.com
26. 5. 2009 Amstetten Ladendiebstahl LIVE! Eintagesseminar, Alfred Fuchsgruber www.umdasch-shop-concept.com
3. 6. 2009 Amstetten Professionelle Standort und
Eintagesseminar, Traindl,
www.umdasch-shop-concept.com
Filialnetzoptimierung
Mayer-Heinisch, Lindner
8. 6. 2009 Zürich Umdasch Shop-Concept-Forum Abendveranstaltung www.umdasch-shop-concept.com
9. 6. 2009 Bozen Ladengestaltung für Praktiker Eintagesseminar, Consult Portfolio www.umdasch-shop-concept.com
9. – 10. 6. 2009 Amsterdam 7th Annual European Summit Retail Technology Event www.ehi.org
16. 6. 2009 Düsseldorf Store Branding Eintagesseminar, Max Wöss www.umdasch-shop-concept.com
17. 6. 2009 Oberentfelden Ladendiebstahl LIVE! Eintagesseminar, Alfred Fuchsgruber www.umdasch-shop-concept.com
17. – 18. 6. 2009 London The RLI Global Opportunities Conference International Retail Conference www.rli.uk.com
18. 6. 2009 Amstetten Ladengestaltung für Praktiker Eintagesseminar, Consult Portfolio www.umdasch-shop-concept.com
24. 6. 2009 Oberentfelden Mehr Ertrag auf gleicher Fläche Eintagesseminar, Christian Göggerle www.umdasch-shop-concept.com
24. – 26. 6. 2009 Hong Kong Retail Asia Expo & Congress Retail Fair & Congress www.retailasiaexpo.com
15. – 17. 10. 2009 Alpbach Die Kunst der Inszenierung II Int. Handels-Forum (English
simultaneous translation)
www.umdasch-shop-concept.com
26. 2. – 2. 3. 2011 Düsseldorf EuroShop The Global Trade Fair www.euroshop.de
* the event information is supplied in the language of the event.
umdasch shoP-concePt 51

Der bemerkenswerteste
Handels-Event des Jahres
findet mitten in den
Tiroler Alpen statt (siehe
Seiten 42 – 43). Termin
vormerken und buchen!
The most remarkable retail
event of the year will take
place in the heart of the
Tyrolean Alps (see pages
42 – 43). Please note the
date and book in good time!
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
uscn@umdasch.com
WWW.UMDASch-ShOP-cONcEPT.cOM
Member 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-dublin 6W
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
Umdasch Shop-concept L.L.c
uae-dubai
tel. +971 4 3618462, Fax 3618335
uscme@umdasch.com
Shopconsult by Umdasch Gmbh
a-3300 amstetten
tel. +43 7472 605-0, Fax 605-3500
consult@umdasch.com
umdasch shop-concept and the umdasch shopfitting Group are also available in the following planning and sales offices as well as at the following locations (selection). austria: Vienna, traun,
st. martin, Innsbruck, Klagenfurt. switzerland: münsingen (Berne), Renens (Lausanne). Germany: hamburg, oberhausen, monheim, Bad hersfeld, Bamberg, hofheim/Wildsachsen. netherlands:
delft. France: claix/Grenoble. Italy: Parma, milan, Roncadelle. spain: madrid. sweden: Gothenborg. norway: oslo. slovenia: slovenska Bistrica. croatia: Zagreb. serbia: Belgrade. Poland: Warsaw.
Greece: athens. Israel: tel aviv. saudi arabia: Jeddah. 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.shopconsult.at