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Austrian shopfitting specialist Umdasch Shop-Concept has published a new edition of its international shop design magazine showcasing the work it undertook fitting out The Nuance Group’s new Arrivals stores at Zürich Airport.
Published in September 2011, issue number 110 of SHOP aktuell focuses on visual merchandising. More than a dozen international experts in professional product presentation give their views on the subject. The common thread running through their statements is that visual merchandising became a matter for company chiefs some time ago.
“In this age of total sensory overload, it is no longer the competition between products which counts in the retail sphere, but the competition for attention,” the company noted. “Classic forms of advertising such as advertisements, brochures and television spots are falling behind. Instead, it is the POS itself which has moved into the limelight as the most important advertising medium.
“Shops which have been charged with emotion and a sensuous presentation are expected to attract visitors, to encourage and entertain them and thus to arouse their enthusiasm and therefore ultimately seduce them.”
SHOP aktuell showcases many examples and lists the most important rules, tips and tricks for successful visual merchandising concepts.
The Nuance Group Arrivals shops at Zürich Airport
Among the articles is a feature on The Nuance Group’s new Arrivals stores at Zürich Airport, which were fitted out by Umdasch Shop-Concept. The shops began trading in summer 2011.
“High-speed shopping requires orientation within the store to be quick and easy,” the article runs. “In the design of the Arrivals shops special emphasis is laid on large, easy-to-follow signage and easy route guidance by means of a loop. Adequate open spaces in the centre of the store provide for a better overview and enable passengers to shop easily with their luggage.
“The blend of materials and colours are skilfully adapted to the individual product ranges. Cosmetics, for example, are presented on white glossy surfaces, while fine whisky is surrounded by a leather wall. A white sail provides an elegant boundary to the sales area, lending the open ceiling a dynamic feeling.”
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Fresh chocolate from Lindt is one of the highlights of The Nuance Group’s Arrivals store |
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Magnum force: This giant bottle indicates the wine department, a partnership with powerful specialist retailer Mövenpick |
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The sight lines across such a big store are excellent, making shopping for time-sensitive arriving travellers easy |
Also covered in the magazine is the shopping scene in the Chinese business metropolis of Shanghai; the increasing fusion of online and offline concepts; the new Globetrotter store in Munich; and trends at the EuroShop conference.
Martin Wäg, executive board member of Kastner & Öhler, speaks of bidding farewell to the department store.
The new issue of SHOP aktuell can be obtained via e-mail at shop.aktuell@umdasch.com or by telephone from tel: +43 7472 605 2589 (Frau Evelyn Kössler M.A.).
About Umdasch Shop-Concept
Umdasch Shop-Concept, one of Europe’s leading shopfitting companies, specialises in non-food retailing, projects for international brands and the global travel retail business. Umdasch Shop-Concept is a core brand of the Umdasch Shopfitting Group, with an annual turnover of €196 million in 2010.
