Managing Director UNBOXING THE STORY – Narrative strategies for developing contemporary retail formats || Actually, retail and transformation are inseparable. Despite this, the digital transformation appears to be driving the retail industry before it. But is it really justified to make a collision of digital and physical shops responsible for unattractive sales rooms and the looming desolation of the downtown areas and to crumple into helpless panic? It is true that the culture of speed, of apparently limitless real-time access, is setting new standards. But the immense expectations and strong needs beyond any technical performance are reflected in the increasing rejuvenation of the cityscape by small, authentic initiatives and start-ups. Even the online giants no longer want to forgo their presence in the physical urban world, in the sentimental shop format. Thus, it has nothing to do with the battle against the package pick-up stations. The presentation showcases narrative strategies for the development of contemporary retail formats. As with every brand, the foundation in this case is a persuasive story in which the customers see themselves reflected, with their requirements, their wishes and increasingly their social consciousness. Multichannel outreach offers new features with which to shape a holistic customer journey that deserves the name. Digital and physical, virtual and real components flow seamlessly into each other. Vita
Professor Lars Uwe Bleher is one of the partners and creative minds at Atelier Markgraph, one of the world's leading studios for spatial communication. For more than 30 years, Markgraph has been supporting companies and institutions at the interface of digital and analogue communication in the creation of immersive experiences, including exhibitions, trade show appearances, brand worlds and augmented reality applications. Bleher's interdisciplinary, highly integrated projects in the intersection of culture, science and industry have had a formative influence on the exhibition landscape. They have won numerous awards and been featured in many publications. After several years of teaching in the United States, Bleher currently heads the New Media section of the Architecture Department at the University of Darmstadt. He is nationally and internationally in demand as a specialist juror and speaker.
Founder / Creative Director »Scenography – The Art of Staging Brand Values« || In the globalised industrial economy, the requirements for presentation and representation have been steadily increasing, and with them the demand for high-quality, multimedia brand presentation. In particular, the spatial presentation of a brand requires high levels of design and implementation expertise in both qualitative and quantitative terms – this applies equally to shops, brand centres, trade show stands, expo pavilions and brand museums. As a design discipline, scenography is predestined for designing brand worlds. Our scenography is explicitly dedicated to staging content and messages in, and through the use of, space in accordance with the principle that FORM FOLLOWS CONTENT. With the five parameters object, content, space, recipient and dramaturgy in mind (e.g. in the form of an exhibition parcours), ATELIER BRÜCKNER designs multisensory, holistic exhibitions, architectures and brand worlds that are consistent in content. Numerous design instruments known as the »tools of scenography« are used in this process, including space, graphic design, lighting, sound, digital media, projection and film. In his presentation »Scenography – The Art of Staging Brand Values«, Professor Brückner discusses examples of these applications such as the Expo Pavillon GS Caltex in Korea (2012), the Swiss Chocolate Adventure in Lucerne, Switzerland (2014), the Hyundai Motorstudio Goyang in Korea (2017) and The Macallan, the visitor centre for Macallan whisky in Craigellachie, Scotland (2018). Vita
Professor Uwe R. Brückner is an architect, stage designer, scenographer and curator as well as the founder and creative director of the internationally active ATELIER BRÜCKNER in Stuttgart (1997). As a founding member of the Institute for Interior Architecture and Scenography at the FHNW University of Applied Sciences and Arts Northwestern Switzerland, he has served as a professor for exhibition design and scenography since 2003, and, together with his colleagues, is responsible for the content of the institute's programme of study. Since 2009 his international activities have included presentations and teaching at universities around the globe.
Trendwatcher, futurist and international keynote speaker Richard van Hooijdonk takes you to an inspiring future that will dramatically change the way we live, work and do business. He investigates tech trends like robotics, drone technology, autonomous transport systems, Internet of Things, virtual reality, 3D and 4D printing and of course augmented and virtual reality and their impact on the world of work and retail.
CEO »Edeka’s new store concept, using its Gaimersheim flagship store as an example« || The architectural firm ATP has developed a concept for next-generation Edeka supermarkets – a concept that for the first time uses architectural details with a new look and feel as a standalone attribute. In his presentation, Ulf Bambach will describe this future oriented corporate architecture that transforms POS innovations and the food shopping experience into an event. In its capacity as a constituent of corporate identity, Edeka’s corporate architecture concept focuses on uniqueness. The standalone attribute is the building’s new look. He will describe the flagship store’s digital highlights such as charging stations, self-scanning checkout, and click and collect pickup stations. But the main focus of his talk will be on the building’s architecture – which is predicated on the display window principle, allows for maximum product visibility, and with its lush and open architecture offers customers a light-flooded shopping environment with an airy character. Vita
Ulf Bambach studied architecture at the Technical University of Darmstadt. He completed his first five years in professional practice at Novotny und Mähner Assoziierte Gesamtplanungsgesellschaft mbh, latterly as a member of the company management. In the years which followed he moved in succession to the main offices of two famous architects and finally to the Frankfurt base of the ATP Group. True to the visionary principle »We want to enhance our world with outstanding buildings«, this architectural and planning practice's particular achievements include major multi-storey projects such as the Mercedes-Benz branch in Frankfurt, the Deutsche Bank lounge on Unter den Linden in Berlin and the Lufthansa Training & Conference Center in Seeheim.
Jan F. Clostermann is a Founding Partner of CLOU architects. He graduated from the Architectural Association in 2001. His diploma formulated spatial strategies for vertical neighbourhoods in London. This on-going enquiry into high-density public space led him to move his base to Asia in 2003. He has since conceptualized and delivered over 1.000,000 sqm of built mixed-use and retail projects. Prior to CLOU he was one of the Founding Partners of SPARK. Before he also worked at Alsop Architects London, Rotterdam, Singapore and Shanghai offices before establishing Alsop’s Beijing office.
Senior Director Retail Concepts »Transposing EXPERIENCE into MEANING« || The transposition of experience into meaning is a major concern for adidas. Given the supreme importance of its customers, adidas is currently grappling with the following issues: How can we create relationships with our customers by means of empathy and emotions – as well as through the use of technology and digital platforms? What are the priorities of generation-X customers and what do they shop for? Which role do we need to assume in order to improve our customers’ lives? Oliver Fehl’s presentation will be predicated on the assumption that a company can only keep up with the ever more rapid changes in technology and society if the company itself sets the pace of such changes. In today’s society, technology can be unsettling, as well as alienating and isolating. Emotion-related concepts and experiences respond to this so- called mood market. Life and social media have become display windows that demand ever more searchable images, and that want companies to convey shared values and product principles in a persuasive fashion. Using examples, Oliver Fehl will describe how adidas’s in-store team sets the stage for special customer experiences that achieve enviable net promoter scores at every touchpoint and thus count as the best currency of our era: word of mouth marketing. Vita
Oliver Fehl comes originally from the field of sports marketing. He learned from the ground up about making brands something to experience while he was studying Construction Engineering at the Ruhr-Universität Bochum; this was followed by studies in sports and economics at the Deutsche Sporthochschule, after which he »hit the ground running« as Training Manager at the sports marketing agency Cip in Herzogenaurach. Two years later he was promoted to be Regional Manager at Cip. Less than two years after that he was promoted again, this time to be Head of Trademarketing which was followed by a further promotion to be General Manager USA . In 2011 he moved to adidas in Herzogenaurach where he initially held the position of Senior Retail Concept Manager. For the last three years he has been responsible for the adidas, Reebok and TaylorMade brands at this German sports goods manufacturer.
CEO We are deeply devoted to well-crafted inner-city commerce. For centuries, it has been a major market spot and meeting point for people. It will remain so in the future. When done properly, stationary trade can be a hit with customers by building close relationships, maintaining proximity, offering good customer consulting, bespoke product lines and personalized service. Architecture and spectacular staging like our Wave or the City Gym can provide an additional impetus. »Story telling« becomes »story doing«. We get visitors and guests to engage actively with our customer experience and to share it by word of mouth or via social media, thus becoming de facto brand propagators. This level of enthusiasm and participation will turn customers into fans and brand ambassadors.
CEO / Creative Director The new narrative tools - virtual reality and augmented reality - are first and foremost »private experiences«. These experiences are thus initially invisible and make no impression on other people and are not »shared«. However, when you look behind the glasses, they are powerful experiences that in the meantime are part of the cultural consciousness of our society and that shape our expectations. In particular, augmented reality is capable of digitally complementing tangible things and enabling us to experience their immaterial and increasingly essential, digital aspects. We are working on finding out how these new tools become 'shared experiences' that can be simply and jointly experienced by large audiences. Vita
Eno Henze is a scenographer (production designer), creative director and software developer. Since completing his studies at the Karlsruhe University of Arts and Design and the Städelschule Academy of Fine Arts in Frankfurt, he has been exploring how analogue and digital narrative spaces can be interwoven. During this process, he has created stage settings for the Dutch National Ballet, the Royal Opera House and the Semper Opera in Dresden, among others. His work as a freelance creative director has won international awards. Together with his NSYNK Gesellschaft für Kunst und Technik GmbH, he has been designing real-time productions and interactive spaces for brand communication. Most recently, he has focused particularly on the possibilities of staging productions using augmented reality for large audiences.
Founder & Creative Director We are witnessing exciting times: Homo sapiens is turning into Homo ludens - a person that experiences the world in a playful fashion and who is looking to personalise their environment to a considerable extent. The modern Homo ludens doesn’t actually need anything anymore. Having fulfilled all of their basic necessities, modern people are still searching for inspiration. They want to enjoy new experiences as the fancy takes them, but most of all they strive to cultivate an increasingly individual lifestyle. Commerce in particular can fulfil the consumer’s longings and shopping desires by using offbeat retail formats to generate excitement. The essence of a retail brand can be lived above all in the shop, because that is where an integrated and holistic experience, appealing to all of the senses, can be brought to life. There is a simple formula: the more impressive the experience per square metre, the greater the commercial and media success. That is why the interior of a classical store is all about the staging of the individual products and their positioning in a special lifestyle environment. The entire store, down to the tiniest product, must tell a seductive story that conveys emotion and strikes a chord with customers. Vita
Volker Katschinski, born in 1970, is co-founder of the dan pearlman group and creative director of the dan pearlman brand architecture. The dan pearlman group is a Berlin-based group of owner-managed creative agencies with about 120 international and interdisciplinary employees, which was founded in 1999. Since the agency’s founding, the interior design architect and creative director has been responsible for all major retail projects dan pearlman has been involved in. His design competence is reflected in flagship stores, brand stores, pop-up stores, and SiS areas designed for clients such as Mister Spex, Marc O’Polo, Commerzbank, Coeo, Escada and Rene Lézard. Volker’s creative style also shapes the DIY-design series »Object of Desire«. The series is published on a monthly basis in cooperation with H.O.M.E magazine since 1999. Volker places emphasis on the creation of brand-specific shopping experiences that are an inspiration to customers. He further is driven by sustainability when working on international projects. Gesellschaft für Nachhaltiges Bauen e.V. (DNGB) awarded his work in the context of the Marc O’Polo flagship store Berlin with the DGNB Certificate in gold. The project was further awarded with Der bronzene Nagel des ADC in the Design Draft – Sustainable Design category.
Project Manager Corporate Architecture »Porsche Studio – Urban Touchpoint« || Joint presentation with Flip Sellin || Coordination Berlin, together with Porsche AG, has developed and implemented a new, compact retail format for positioning in top downtown locations. As a direct neighbour to global luxury brands, the Porsche Studio facilitates a new form of sales culture, reaching the customers of today and tomorrow in a relevant, accessible form. Together, Jens Knoll of Porsche AG and Flip Sellin of Coordination Berlin provide insight into the strategic and design approaches and report on the experience with the first stores in Beirut, Cape Town and Milan, which opened in early 2018. In addition to the spatial design approaches and inspirations, the concept focuses primarily on the transformation from a more passive product presentation to an active brand experience. This change in the sales culture is generated largely by a hospitable person-to-person atmosphere rather than by a classic product-to-customer presentation. The design created for this purpose and the spatial communication components developed specifically for this retail system are discussed in detail, providing evidence that necessary new methods and channels in automotive retail are not only possible, but successful as well. Coordination Berlin has won numerous awards for design and interior architecture. Since 2004, they have supported brands in creating the right spaces for optimal communications with customers in more than 150 projects. Porsche is Porsche. The company has continuously mastered the challenge of transforming itself with the times since 1931, thus becoming the most successful sports car manufacturer in the world. Vita
Jens Knoll (born 1983) studied Architecture at the Karlsruher Institut für Technologie (KIT) and worked there from 2011 until 2012 as scientific assistant on the EU-Project »CONCERTO: Energy solutions for smart cities and communities«. Since 2012, he is Project Manager Corporate Architecture at Porsche AG and responsible for the development of architectural concepts at the point of sale and for the roll out and support of corporate architecture internationally.
Art Director and Projektmanager Vita
Lena Kramer studied Interior Design at Kingston University and Narrative Environments at Central Saint Martins College of Art and Design in London. During her studies she worked for Vitra in Basel and Weil am Rhein, Herzog & De Meuron Architects in Basel and Robarts Interiors & Architecture in Beijing.
After finishing her studies Lena Kramer worked as a junior designer at And Architecture & Design, where she was responsible for APSYS Poland. For the London agency Campaign she was responsible for the project management for clients from the retail sector such as Burberry, Dunhill, Levis and Dr Martens. She was in charge of projects ranging from temporary installations through to concept stores and international roll-outs.
As a spatial designer for Burberry in London, she developed concepts for exiting stores and strategic developments including Regent Street and Knightsbridge flagships and Burberry Beauty Box Covent Garden.
She has been Art Director and Project Manager at COORDINATION Berlin since 2014.
Director Retail International Business Development Division Thermomix & Kobold »Stationary and visionary: Retail stores as drivers of a new brand and product experience« || For many years Thermomix food processors and Kobold vacuum cleaners were sold exclusively via human being-supported direct marketing. Changes in purchasing behaviour, new customer needs and the advent of other product brands made it necessary to rethink this strategy. In the wake of the opening of the first pilot retail stores in Germany, experience-oriented brand stores are being rolled out in a number of countries. A completely new format for these stores was developed, is currently in the midst of an additional development phase and will need to meet a plethora of requirements. Small product portfolios, premium prices and anaemic brand recognition outside of Germany are only some of the issues that needed to be addressed. In his presentation, Matthias Leier will discuss the particular requirements and results of a retail newbie. Vita
Sustainability, value-oriented marketing and Marketing 3.0 are the most important cornerstones of Mattias Leier's service offering. After graduating from the West German Academy for Communication where he studied advertising and communication, he has been systematically living his vocation since 1994. After positions as project manager, event manager, budget director, group manager and regional manager in the marketing sector of a range of companies such as Megacult, Aha! or E-Plus Mobilfunk he moved to become the Marketing Manager at Phantasialand. This was followed by a year as an independent consultant, after which he joined the Vorwerk Deutschland Stiftung in 2012. After a period of just under three years as Manager, Retail Marketing he took up the position of Director, Retail International Business Development at Vorwerk International, a position he holds today.
CEO »Experience BEATS Identity!« || How do we go about conveying attitudes and demeanour? How can we create genuine customer loyalty in a complex digital world? In the field of brand communication, brand experience has pretty much driven out the concept of brand identity. Using actual brand communication projects as examples, Michael Ostertag-Henning will address the question as to whether this is the right approach. Vita
Michael Ostertag-Henning moves innovative brand management into the third dimension. With an in-depth intuition for the evolution of the sector, he is the visionary in the extensive field of live communication and transforms messages into an experience. While studying architecture he also worked for well-known communication agencies and thus at an early stage developed his passion for linking people with brands and spaces. After training with Daniel Libeskind and Graft Architekten, since 2008 he has been the Managing Partner of SCHMIDHUBER where, amongst other achievements, he played a major part in shaping the appearance of the Audi brand and in setting standards for the future.
CEO »Analog, catalogue, digital: the customer-experience journey of a German bicycle store« || Anja Pangerl will be speaking about community in real life, using a new-generation German bicycle store called Rose Biketown as an example. The store was founded in 1907 as small bike shop, and in 1982 began doing catalogue and mail order sales. In 2006 the flagship store opened in Bocholt, followed in 2014 by a second Biketown in Munich. Recently Rose Biketown modernised and revamped its flagship store, which with around six thousand square metres of space now engages with analog and digital sales channels more than ever before, in its bricks and mortar stores and online. The multi-prize winning cross-channel concept rolled out by Rose Biketown (Store of the Year 2016 and 2017, German Design Award, Iconic Awards Best of Best, EuroShop Retail Design Award 2017, among others) is a prime example of how to achieve retail success in the digital age, through linkage of emotional and technical design. Physical shells and contemporary communication tools merge into brand-related images that relate in numerous ways to products and people. The store serves as a media arena - an arena that promotes interaction via digital poetry, and pop and experiential architecture that promotes interaction, that plumbs the depths of potential bricks-and-mortar store and e-commerce innovations, and in so doing makes complex technology tangible. The presentation will describe how the store’s various touchpoints are built on each other, but also function as standalone entities. Photo: Bernd Kammerer, Stuttgart Vita
Anja Pangerl joined Blocher Partners in 1997 after studying interior design at the Coburg University of Applied Sciences and architecture at the Stuttgart University of Applied Sciences. In 2006 she was appointed a partner with responsibility for the experience-oriented retail and service concepts of the practice, plus other fields. Pangerl also addresses new hospitality formats for the restaurant and hotel industries – as well as the question of the general demands placed on the design of the milieu and urban living by what is called digital modernity at a time when more and more is becoming permeated by the virtual world.
Managing Director »Plug it in, the button is blinking! How digitalisation transforms retail into an experiential space« || Joint presentation with Caroline Zöller || We'll take you on a virtual store tour around the world and show you retail concepts that will thrill your customers with digital solutions. Concepts in which digital installations meet the need for information and facilitate an infinite variety of goods as well as optimal service quality. We’ll introduce you to a wide range of digital solutions to meet the current challenges faced by the retail industry. You'll also learn how to adroitly integrate the technology in the store design and how to improve the advisory and purchase processes with digital applications and displays. One thing will become clear very quickly: a single screen will not be enough. In accordance with our motto ‘Jetzt mal ehrlich!’ (Now let's be honest!), together we’ll take a look behind the scenes and analyse the latest digital trends and solutions. Find out what works beautifully and what you should stay away from. Vita
Hannah Sondermann studied business administration at the University of Cologne with emphases in industrial psychology, marketing and brand management as well as retail and customer management.
While still a student, she founded the successful company Filmkunst 27 in Cologne. In 2012, she joined the team of The Store Designers as a project manager, and still develops retail strategies for them today. However, since the summer of 2013 she has devoted most of her time to managing The Retail Academy.
Senior Manager Retail Experience »Coverting brand strategy to physical retail concepts – 20 years’ experience of concept development for the Automotive Industry« || The presentation will be given in English || Erik Stigmar will be describing Volvo’s new retail concept, whose core message is predicated on the principle that nowadays, the customer experience is the make-or-break factor. He will discuss the underlying concept of the Volvo retail experience, i.e. how Volvos bring this experience to vivid life at Volvo dealerships, and intertwine it with the Volvo brand and its values. The aim of the presentation is to shed some light on how the issues that arose during the concept’s development phase were addressed and how this process influenced the design that was ultimately developed. As with all other issues that Volvo addresses, the starting point here was people: How can Volvo make life easier, better and safer? Here, apart from the use of certain materials and colours under a different light as a fourth dimension, architecture plays a key role. Erik, who is a brand architect, will describe how light, in its capacity as a style resource, intensifies the contrasting facets of the brand experience and how differences in brightness can engender excitement and precise light beams that allow for the creation of individual stages for the various Volvo models. The new store concept of Sweden’s leading make of automobile is currently being rolled out at Volvo dealerships around the world. Vita
Erik Stigmar studied architecture and was awarded a master's degree at Lunds Tekniska Högskola in Lund, Sweden. He commenced his professional career as Project Manager at General Motors-Saab. He later moved to become an Advisory Board member at Senab Concept but rejoined Saab for the next eleven years as Manager, Facility Design & Corporate Identity. Since 2012 he has been employed as brand architect at Volvo Car Corporation and was promoted to the position of Senior Manager, Retail Experience/CI in 2016.
Managing Director / Author and Speaker »Growth through individualisation – the future belongs to retailers with soul!« || The title of my presentation makes it clear that the traditional business model of specialist retail is no longer relevant in competition. The challenge today is no longer to represent an industry, but to represent the customers. Shops must be as individual as they are. It is particularly necessary for lifestyle-oriented, bricks-and-mortar retailers to courageously reposition themselves, as merely meeting customers’ needs increasingly takes place online rather than offline. Customers will make their way downtown only when they can rely on finding added value there. And added value no longer includes the broad range of products, the merchandise or the price – the added value comes from inspiration. In this respect, contemporary shop architecture, skilful staging of merchandise and digital offerings can help. They are necessary, but the crucial factor is the soul of the business. In my presentation, I introduce several shops with soul: they are places in which the customers see themselves reflected - places that correspond to their lifestyles. Here they find products that surprise and inspire them. A good shop challenges its customers, provides ideas and stories, even acts as a provocateur. It's worth being talked about and encourages customers to visit over and over again because it is constantly changing and arousing their curiosity and interest. Such shops have a future, and they can develop anywhere: not just in cosmopolitan urban centres and prime locations, but out in the provinces, in someone’s back yard, in unexpected places. Retailers just need the courage to undertake radical change. Vita
The speaker, author and retail expert Alexander von Keyserlingk has been active in the retail business for three decades, holding management positions at the KaDeWe department store in Berlin and the mail order companies Manufactum, Hess Natur and the fashion label Cinque, among other things. With his consulting firm Unique Retail Concepts he developed concepts for SMEs until 2017. Today von Keyserlingk is the Managing Director of the museum shops of the Klassik Stiftung Weimar. Furthermore, he initiated the blog slowretail.com in 2007, on which he presents extraordinary and unique store concepts. He is often booked as an expert to speak about the individualisation and growth of retail at exhibitions and conferences.
Managing Director / Lecturer »Plug it in, the button is blinking! How digitalisation transforms retail into an experiential space« || Joint presentation with Hannah Sondermann || We'll take you on a virtual store tour around the world and show you retail concepts that will thrill your customers with digital solutions. Concepts in which digital installations meet the need for information and facilitate an infinite variety of goods as well as optimal service quality. We’ll introduce you to a wide range of digital solutions to meet the current challenges faced by the retail industry. You'll also learn how to adroitly integrate the technology in the store design and how to improve the advisory and purchase processes with digital applications and displays. One thing will become clear very quickly: a single screen will not be enough. In accordance with our motto ‘Jetzt mal ehrlich!’ (Now let's be honest!), together we’ll take a look behind the scenes and analyse the latest digital trends and solutions. Find out what works beautifully and what you should stay away from. Vita
Caroline Zöller is the managing director of the Forteam communications agency and the organiser of the Digital Retail Awards, which honour digital projects from all over Europe. As a lecturer at the Retail Academy, she focuses on the digitalisation of the point of sale, and as an expert in digitalisation holds workshops, seminars and store tours. She organises conferences, designs social programmes for trade shows, gives presentations on retail and selling in the digital age and has studied the issue of technology as a means of customer retention for many years. Her guiding principle: concepts that prioritize the needs of the customers, not the technology.
Andrej Kupetz (*1968) has been General Manager of the Rat für Formgebung/German Design Council in Frankfurt/ Main since 1999. He studied industrial design, philosophy and product marketing in Berlin, London and Paris. In 1997, after various positions in design management and university liaison, Andrej Kupetz joined German Railways (Deutschen Bahn AG) where he was responsible for brand management in the DB Group and for the implementation of various corporate-design processes. Kupetz is member of the advisory board of the Design Management Institute Boston. Since 2011 Kupetz has been a member of the higher education council of the Hochschule für Gestaltung Offenbach/Main. That same year the European Commission appointed him to the European Design Leadership Board. Kupetz is married and has three sons.