ARNO at EHI Retail Design Conference 2014
To get information on the latest retail design developments, ARNO visited the EHI Retail Design Conference in Cologne on September 23rd to 24th. Current projects were presented in the course of the trend forum for store planning & design, visual merchandising and architecture. Among these were the concept of SUPER NOVA, the future retail lab of the Bikini Berlin shopping centre or the new city Ikea at Hamburg Altona. Concepts, implementation and learnings were hotly debated and challenged. But also current trends were at the centre of the event. The trend of the past years - “minimalism” – that stages the product as the hero is step by step replaced by the new trend of „emotionalization“. Here, the customer is at the centre and becomes the “hero”. Stores are no longer only evaluated based on the number of transactions and revenues but rather based on their potential to emotionalize the customer in a brand world at the POP and generate an amplification in the social media through experience-driven marketing. ARNO’s creative department has been analysing this trend for quite a while and uses the learnings in the process of creating new projects.