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The latest trends from EuroShop 2017

by | Mar 27, 2017

EuroShop is the world’s leading trade fair for the retail industry, including exhibition, display, point-of-sale, and shop fitting products.

There were five main trends that stood out at EuroShop 2017. 

EuroShop is the largest international showcase of  the latest developments in our industry. It inspires our designers and ensures we are always taking advantage of the best technologies and materials available. These are the five main trends that emerged at the show – across its 18 exhibition halls with a net floor space of 128 000m2!

Trend #1 – Fabric

You might be thinking this is nothing new, and you’d be right. Fabric has been around for the past 10 years, during which time – paired with aluminium frames – it has displaced wood and vinyl as the preferred structure for stands. What is new is that the fabric prints are bigger and better than ever before. Maximum widths of five metres have allowed for huge seamless graphics, sometimes as long as 15 metres. The printing is of a better quality, resulting in incredibly vibrant images.

Trend #2 – Lighting

LED lighting is also nothing new, but the innovation that is driving it is. A range of luminous intensities and colours provide custom lighting options, so that different moods and effects can be created.  In the past, lighting was very bright and monotone. At this year’s show we saw a range of softer lighting effects.

Trend #3 – Backlighting

It should be no surprise that better fabrics together with better lighting have resulted in better backlighting. Advanced LEDs are being used, and the scale and quality of backlighting options has grown, allowing for lightboxes of a size and standard not seen before.

Trend #4 – Natural wood

In sharp contrast to the sophisticated new technologies appearing on stands, the use of one of the oldest stand materials was another trend: natural wood. It is being used free of paint, varnish or other finishes. This effect is visually striking, especially when its organic texture is juxtaposed with the sleeker synthetic materials that are commonly used in exhibitions.

Trend #5 – Less is more

EuroShop exhibitors had fewer AV screens and less marketing collateral on their stands. By bypassing looped videos and brochures, the emphasis was solely on engaging with people and talking to them about their specific needs and interests. This ensures a far more personal and memorable experience. It is also what exhibitions are essentially about: meeting with people and face-to-face marketing.

The next EuroShop will run from 16 to 20 February 2020.

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