On the occasion of the Euroshop 2020 in Düsseldorf, the 4th Biz Dialogue was held by Design Lodge in partnership with Vizona, Visplay and Ansorg. Under the direction of Design Lodge publisher Natalie Häntze, an international panel of experts discussed ideas and challenges for the retail trade of the future. The event started with a keynote speech by Sebastian Kemmler from the Berlin creative agency of the same name, which also created the concept for the trade fair stand. Shared Spaces was the motto of the presentation and was intended to illustrate how worlds of experience, product categories and industries are intertwined in a completely new and unexpected way, dissolving old dividing lines and redesigning the space. During the panel, Benoit Mareschall (Burberry), Jochen Schmidt (Swarovski), Richard Lems (Rituals), Sigrid Brewka-Steeves (Puma), Johan Fischer (Polestar) and Hannibal DuMont Schütte (Stayery) discussed current market developments.
Car brands in particular consciously seek the luxury environment on the high street in order to position their brand in the appropriate neighborhood: „Sustainability and technology also characterize our two new Polestar Spaces in Oslo and Beijing, where minimalist design is seamlessly combined with digital interactivity. By the end of 2020 Polestar plans to be present in nine markets, from LA in the west to Shanghai in the east, including six countries in Europe,“ explains Johan Fischer, Head of Global Retail at Polestar, the Norwegian e-mobility car brand.The luxury sector in particular is now facing the challenge of ensuring that its goods live from the special atmosphere of the presentation, but this is much more difficult to achieve in the digital salesroom. Swarovski has chosen a special approach in this respect. In collaboration with the Patricia Urquiola design studio, the Crystal Studio was developed in which the digital and stationary worlds are brought together in a new experience space. „We want to bring the product closer to the customer. Open presentation, trying on without obstacles, experience the product. Another approach is to connect offline and online between the consumer touch points, so that they can jump back and forth without obstacles and thus experience the brand interactively,“ describes Jochen Schmidt, Vice President Distribution & Real Estate at Swarovski.