football: the billion-dollar business - Umdasch - Shop Concept

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104
football: the billion-dollar business
Trends in shop
lighting
Retail report
Norway
hartlauer Optik Pur
The International Magazine for
Retailing and Shop Design
Das internationale Magazin für
Laden-Marketing und Shop-Design

The new Sportler in Treviso
is an attraction which is
visible from afar. This fact is
guaranteed from the outside
by the presence of the thirdlargest
climbing hall in Europ
with spectacular routes for
experts and beginners
(more in ShOP PANORAMA
on pages 20 to 21).
SHOP TALK mit Christian Göggerle über „Mehr Ertrag auf
gleicher Fläche“ – Seiten 12 – 13. ShOP TALK with
christian Göggerle on “Increased revenues from the same
area” – pages 12 – 13
In den Shopping-Tempeln von San Francisco und Las
Vegas – Seiten 42 – 47. In the shopping temples of San
francisco and Las Vegas – pages 42 – 47
Inhalt
Contents
ShOP INSIDE 4 – 5
Editorial, Impressum, Leserservice
editorial, masthead, Reader service
ShOP cONcEPT TOPIc 6 – 11
Das Geschäft mit dem Fußball (Fanshops)
the football business (fan shops)
ShOP TALK 12 – 13
Christian Göggerle über “Mehr Ertrag auf gleicher Fläche”
christian Göggerle on “more revenues from the same area”
ShOP DESIGN 14 – 17
Trends in der Shop-Beleuchtung
trends in shop lighting
ShOP PANORAMA 18 – 31
mustang, sportler, christ, snipes, orion, podium, Bata,
Rousseau Librairie-papeterie, Airfield, nIKeiD studio
RETAIL REPORT 32 – 35
Norwegen norway
ShOP REPORT 36 – 41
hartlauer optik pur
ShOPS & ShOPPING 42 – 47
san Francisco/Las Vegas
ShOP EVENTS 48 – 51
Umdasch Shop Academy, Termin-Kalender,
Neue Bücher umdasch shop Academy, calendar of events,
new Books
ShOP aktuell 104
SHOP InHalt
Contents
Das Milliardengeschäft mit dem Fußball – Seiten 6 – 11
The billion-dollar football business – pages 6 – 11
Hartlauer Optik Pur – Seiten 36 – 41
hartlauer Optik Pur – pages 36 – 41
umDAsch shop-concept 3

sHoP edItorIal
setting the
scene
Liebe LeserInnen,
unter dem Titel „Wahre Authentizität und
ihre Inszenierung“ fasste das Gottlieb Duttweiler
Institut (GDI) ihre 5th European Marketing
and Sales Conference vom Juni 2008
zusammen. „Auch die Nicht-Inszenierung
muss inszeniert werden“ war ein Statement
während der hochkarätigen, ausverkauften
Konferenz. All das macht die Bedeutung des
Themas Inszenierung für die internationale
Shop- und Shopping-Szene deutlich.
Deshalb möchte ich Sie schon heute
auf „Die Kunst der Inszenierung II“ aufmerksam
machen. Dieses außergewöhnliche
Handelsforum wird vom 15. – 17. Oktober
2009 in der authentisch inszenierten
Kulisse der Tiroler Bergwelt, im Kongressdorf
Alpbach, stattfinden (siehe auch Seiten
48/49). Das Thema Inszenierung wird
dabei aus verschiedenen, teilweise ungewöhnlichen,
Blickwinkeln beleuchtet. Sie
sollten unbedingt dabei sein!
Dear Readers,
Reinhard Peneder
ShOP aktuell
Chefredakteur
Editor-in-chief
The Gottlieb Duttweiler Institut (GDI)
summarised its 5th European Marketing
and Sales Conference in June 2008 with
the title “Wahre Authentizität und ihre Inszenierung”
(True authenticity and how to
present it). “Even non-presentation has to
be presented” was one of the statements
made during the high-quality conference,
which played to a packed hall. All this
makes clear the importance of the subject
of presentation for the international shop
and shopping scene.
That is why I should like to draw your attention
today to “Die Kunst der Inszenierung
II” (The art of stage management II). This unusual
retail forum will be held from 15 – 17
October 2009 in the Kongressdorf Alpbach
against the authentically dramatic backdrop
of the mountains of Tyrol (see also pages
48/49). The subject of retail stage management
will be illuminated from a variety of
sometimes unorthodox angles. You should
make a point of attending!
sHoP InsIde
Konzernmedien im neuen Outfit
Company media with a new look
Im Zusammenhang mit der Eröffnung
des Umdasch InfoCenters in Amstetten
im Herbst 2007 sind auch die Konzernmedien
schrittweise neu gestaltet worden.
So u. a. das Mitarbeiter-Magazin
WIR, der Geschäftsbericht und plakative
Konzern-Broschüren, die einen
kurzen Überblick über die Aktivitäten des
Umdasch Konzerns bieten.
In conjunction with the opening of
the umdasch Infocenter in Amstetten in
autumn 2007, the company media have
gradually been given a new look too. these
include, for example, the staff magazine
WIR, the annual report and eye-catching
brochures which provide a brief
overview of the activities of the umdasch
concern.
Die Broschüre DER UMDASCH KONZERN,
die einen Überblick über die Aktivitäten des
Unternehmens gibt, können Sie bei Interesse
gerne anfordern. If you are interested you are most
welcome to order a copy of the brochure DER
UMDASch KONZERN (The Umdasch concern),
which provides an overview of the company’s
activities.
reference display on the website
www.umdasch-shop-
concept.com
By far the most frequently consulted
subject on the website of umdasch shopconcept
is “References”. of course this is
no coincidence, since it describes several
hundred interesting projects worldwide, in
most cases illustrated with attractive pictures.
the selection is updated continuously.
the webpage is clearly arranged according
to sector and within each sector according
to country. In each case we also list the project
location, the sales area and the month
when it was opened. Why not take a look!
You can access the subject “References”
directly from the start page of the Umdasch
Shop-concept website.
leserservice reader service
Wenn sie Fragen im Zusammenhang mit dem Inhalt dieses shop aktuell haben, so wenden sie sich per Fax oder mail direkt an
die Redaktion. For further information on any of the topics in this issue of SHOP aktuell, please contact our editorial department
by fax or e-mail.
fax +43/7472/605-3722, E-Mail: shop.aktuell@umdasch.com
Masthead
shop aktuell is published by umdasch shop-concept. For addresses see back cover of magazine. nummer 104/september 2008.
German/english edition. Price per copy: € 5, chF 8, $ 7, L 4. Subscription price: € 20 for 5 consecutive issues (plus postage).
Distributed free of charge to umdasch mDB members. Project management: Reinhard peneder, umdasch shop-concept,
A-3300 Amstetten. Authors of this issue: Reinhard peneder, mag. (Fh) sonja scheidl, Reto Wüthrich, Dr. hans Wellenreuther,
Dott. Valentina santiloni, milena hunziker, Regula Wirth. Design: Denise siegl, matthias Koch. Photos/Illustrations: manfred
Aigner, Reinhard peneder, Andreas sütterlin, Allianz Arena/B. Ducke, Icsc, DLV, Fc Barcelona, nike, Günter Wohlschlager,
Anja steinhammer, hutner-Gruppe, RZB, mustang, corbis, hartlauer, Guide publishing Group, Where maps, ehI, Luis paterno,
catherine smith, nicola Giuliani, Luca Delmonte, paolo mancia, hanspeter Dietiker. Translation: Jane michael. Printing: LVDm
Landesverlag Denkmayr, Linz. N.B.: projects executed by umdasch are listed as such in the text or the photo caption.
4 umDAsch shop-concept ShOP aktuell 104

“Green” as an essential factor
the necessity of using resources with
care and demonstrating social responsibility
has become a global trend under
the heading GReen. It is a subject which
arouses the emotions of consumers and
which influences consumer behaviour.
Retailers and brands are increasingly
making statements which attract public
attention in a more or less demonstrative
way. commentators, however, are starting
to issue warnings that many of them are
merely juggling with names. even the most
succinct statement can quickly rebound if
the philosophy it preaches is not lived out
behind the scenes.
For umdasch, “corporate social
Responsibility” forms a part of the company
strategy. that includes, for example,
certified quality politics in accordance with
Iso 9001:2000; environmentally friendly
production processes; auditing of network
partners in accordance with strict criteria;
and project-specific life-cycle analyses.
Furthermore the companies within
the umdasch shopfitting Group are well
140 Jahre Umdasch
140 years of Umdasch
Die Entstehung des Umdasch-Konzerns
geht auf das Jahr 1868 zurück. In diesem
Jahr hatte Stefan Hopferwieser, der
Urgroßvater der heutigen Eigentümer Hilde
Umdasch und Alfred Umdasch, die „Concession
zum Betrieb des Zimmergewerbes“
erhalten. Das Unternehmen ist also in
diesem Jahr 140 Jahre alt geworden. Die
Spezialisierung auf die heutigen Produkt-
ShOP aktuell 104
aware of their responsibility as a source
of economic momentum within the region
where they operate.
GREEN as a global trend. During the
REcon in Las Vegas the International
council of Shopping centers even
published its own brochure entitled
“The Shopping center Industry GOES
GREEN”.
bereiche Schalungstechnik (Doka) und
Ladenbau (Umdasch Shopfitting Group)
erfolgte Mitte der 50er Jahre des letzten
Jahrhunderts.
Heute beschäftigt der Umdasch-Konzern
weltweit über 7.500 Mitarbeiterinnen
und Mitarbeiter. 2007 betrug der konsolidierte
Jahresumsatz 1,074 Milliarden Euro,
Die ehemalige „Mühle am
Oberwörth“ in Amstetten war
in den Anfangsjahren der
Hauptsitz des Unternehmens.
An old mill, the former “Mühle
am Oberwörth” in Amstetten,
was the company’s
headquarters during
the early years.
sHoP InsIde
Horizont, Varo,
reco/steco
Umdasch Shop-Concept komplettiert
mit Broschüren über die Programme
Horizont, Varo und Reco/Steco die neue
Produktprospektgeneration. Bei Interesse
senden wir Ihnen diese Unterlagen
gerne zu (Adressen siehe Rückseite).
umdasch shop-concept has completed
the new generation of product brochures
with publications describing the
programmes horizont, Varo and Reco/
steco. If you are interested we shall be
pleased to send you copies (for addresses
see back cover).
davon entfielen 236 Millionen Euro auf die
Umdasch Shopfitting Group.
the foundation of the umdasch concern
can be traced back to 1868. It was
in that year that stefan hopferwieser, the
great-grandfather of the present owners
hilde umdasch and Alfred umdasch,
was granted the “concession to exercise a
carpentry business”. this means that the
company celebrates its 140th birthday this
year. the specialisation in today’s product
areas, formwork technology (Doka) and
shopfitting (umdasch shopfitting Group)
took place during the 1950s.
today the umdasch concern employs
more than 7,500 staff members worldwide.
In 2007 the consolidated annual
turnover totalled 1.074 billion euros, of
which 236 million euros can be attributed
to the umdasch shopfitting Group.
umDAsch shop-concept 5

www.fcbarcelona.cat
sHoP ConCePt toPIC
Fan shops
Text text
Reinhard peneder
Das Milliardengeschäft
mit dem Fußball
Der Fußball hat sich in den letzten Jahren zu einem grenzüberschreitenden Milliardengeschäft entwickelt. Das hat
zuletzt auch die Europameisterschaft in der Schweiz und Österreich gezeigt. Und ganz abgesehen von Welt- und
Europa-Meisterschaften ist allein der europäische Fußballmarkt 13,6 Milliarden Euro schwer. Tendenz stark steigend.
Internationale Sport- und Mode-Marken sowie der Sportartikelhandel naschen mehr und mehr an diesem Kuchen mit.
Eine besonders steile Karriere machen derzeit aber Fanshops.
Große Turniere sind immer auch ein Wettbewerb der Ausrüster.
Bei der EM 2008 hat Adidas das große Los gezogen, standen
doch mit Spanien und Deutschland die beiden Finalisten
plakativ mit den drei Streifen auf dem grünen Rasen. Im Vergleich
zur EM 2004 registrierte Adidas eine Umsatzsteigerung
von 50 % im Bereich Fußball. Aber auch die Mitbewerber Puma
Fotos photos
manfred Aigner, Fc Barcelona, nike, Günter Wohlschlager, Anja steinhammer
und Nike zogen zufrieden Bilanz. Die Intersport-Händler wiederum
freuen sich über eine spürbare Belebung des Umsatzes
mit Fußballschuhen. Intersport International war das offizielle
Sportfachgeschäft der UEFA EURO 2008. In 26 Ländern wurden
seit 2007 Fanartikel in 1.260 Shops verkauft.
6 umDAsch shop-concept ShOP aktuell 104

Einer Untersuchung des Beratungsunternehmens Deloitte
zufolge erwirtschaftete der europäische Fußballmarkt
2006/2007 Gesamteinnahmen in Höhe von 13,6 Mrd. Euro, eine
Milliarde mehr als in der Vorsaison. Rund 7 Milliarden entfallen
davon allein auf die „Big Five“-Ligen (Deutschland, England,
Frankreich, Italien und Spanien). Erstaunlich hat sich auch die
Profitabilität entwickelt. So liegt die durchschnittliche Umsatzrendite
der Clubs der deutschen Bundesliga bei 18 %. Bayern
München etwa gilt seit vielen Jahren als Paradebeispiel einer
professionell geführten Fußball-Company. Auch in Fußball-
Schwellenländern wie Österreich werden amateurhafte Konstruktionen
langsam von professionellen Strukturen abgelöst.
Das Geschäft mit den Fanshops
Die Entwicklung der Einnahmenstruktur der großen Fußballvereine
ist mit Flughäfen vergleichbar. Dort sinkt der Anteil der
Einnahmen aus dem Flugbetrieb, im Fußball wird der Anteil der
Einnahmen aus Eintrittsgeldern kleiner. Stattdessen kommt
ShOP aktuell 104
The biggest football leagues in Europe
sHoP ConCePt toPIC
Fan shops
Mit einem Fassungsvermögen von 98.000 Sitzplätzen ist das Camp Nou Stadion in Barcelona die größte Fußball-Arena in Europa und
beherbergt natürlich auch den attraktiven Fanshop des FC Barcelona. With a capacity of 98,000 seats, the camp Nou Stadion in Barcelona
is the largest football stadium in Europe. It also houses the attractive fan shop of fc Barcelona.
country League Turnover Profit/ Loss
GB premier League 2.27 mrd. € 141 mio. €
D Bundesliga 1.38 mrd. € 250 mio. €
I serie A 1.33 mrd. € -40 mio. €
e La Liga 1.16 mrd. € information not available
F Ligue 1 0.97 mrd. € 23 mio. €
source: Deloitte
durch Sponsorverträge, Werbeeinnahmen, der Vermarktung
der TV-Rechte und der Etablierung von VIP-Clubs ordentlich
Butter aufs Brot. Eine ganz wesentliche Einnahmequelle
ist nicht zuletzt die Kreation und der Verkauf von Fanartikeln.
Ein eigener Fanshop ist für einen ordentlich geführten Verein
umDAsch shop-concept 7

sHoP ConCePt toPIC
Fan shops
der ersten Kategorie bereits ein Hygienefaktor und ein wesentliches
Instrument der Markenführung. Bei den Big-Playern werden
solche Fanshops häufig in Zusammenarbeit mit dem jeweiligen
Ausrüster – also etwa Adidas, Puma oder Nike – konzipiert und
realisiert. Da und dort sind auch lokale Sporthändler mit im Spiel.
Die Shops finden sich im Stadion und/oder in Einkaufsstraßen
und Shopping-Zentren der jeweiligen Stadt. Sporthosen,
Trikots, Schals und Kappen zählen zu den Rennern im Sortiment.
Der Phantasie in Sachen identitätsstiftendem Krimskrams
sind zwar keine Grenzen gesetzt, das Prinzip „Less is
More“ sollte man aber nicht aus den Augen verlieren. Verkaufsfördernd
ist auf jeden Fall Schnelligkeit. Bereits beim nächsten
Heimspiel nach dem denkwürdigen 7:0-Auswärtssieg bei Red
Bull Salzburg brachte der österreichische Rekordmeister Rapid
Wien „7:0-Trikots“ auf den Markt. Und die fanden natürlich reißenden
Absatz. Der furiose Start des niederländischen Teams
an der EM 08 wiederum führte zu vorübergehenden Engpässen
bei orangen Trikots, ehe die Oranjes von den Russen entzaubert
wurden.
Gefragt ist konsequentes Branding
„Fan-Meile“ und Fanshop liegen
beim norwegischen Spitzenverein
Rosenborg Trondheim unmittelbar
nebeneinander. Den Shop hat
auch in diesem Fall Umdasch
Shop-Concept eingerichtet.
for the top Norwegian club
Rosenborg Trondheim the “fan
mile” and the fan shop lie close
together. This shop, too, was fitted
out by Umdasch Shop-concept.
Bei der Gestaltung von Fanshops ist konsequentes Store Branding
(also die deutliche Herausstellung der Marke) gefragt.
Die jeweiligen Vereinsfarben sind dafür ein hervorragender
Ausgangspunkt und prägen in der Regel den Auftritt. Bei der
Warenpräsentation leisten die Spielregeln des klassischen
Visual Merchandising gute Dienste. Also zum Beispiel:
- Arena Prinzip (von vorne bis zum Regal hin ansteigende
Warenpräsentation).
- Die dritte Regalebene für emotionale Botschaften nutzen
(zB Mannschaftsfotos, Fotos der Stars oder von Spiel-
szenen).
- In der zweiten Ebene Ware (also zum Beispiel Dressen/
Leibchen) frontal zeigen.
- Erst darunter und im Mittelraum mit Warendruck agieren (sortieren
nach Farben und innerhalb der Farben nach Größen).
- LIM-Prinzip berücksichtigen.
8 umDAsch shop-concept ShOP aktuell 104

ShOP aktuell 104
Manchester United wurde
2007/2008 nicht nur Champions
League-Sieger, sondern
verfügt im legendären Old Trafford
Stadium auch über einen
rekordverdächtig großen
Fanshop (1.500 m²!). Diesen Shop
hat Umdasch Shop-Concept
eingerichtet. Not only did
Manchester United become the
champions League winners in
2007/2008; in their legendary Old
Trafford Stadium they also boast a
spacious fan shop (1.500 m²!) which
may well be a record-breaker too.
The store was fitted out by Umdasch
Shop-concept.
Umdasch Shop-concept als fanshop-Profi
Umdasch Shop-Concept hat zuletzt bei der Realisierung zahlreicher
Fanshops in Europa als Ladeneinrichter mitgewirkt.
Unter den Shops sind solche für prominente Namen wie Celtic
Glasgow, Manchester United, Aston Villa, Rosenborg Trondheim,
Hamburger SV und LASK Linz. Die Größen der Shops
variieren. Sie reichen vom 60 m² großen LASK-Corner bis zu
bereits sagenhaften 1.500 m² im Manchester United Old Trafford
Stadium. Vor allem der Nike Fanshop von Celtic Glasgow
gilt ob der plakativen Umsetzung der Vereinsfarben Grün/Weiß
bereits als „Klassiker“. Bei Heimspielen hat dieser Shop eine
Frequenz von 8.000 Besuchern pro Stunde.
Heimvorteil hatte Umdasch bei der Einrichtung des Fanshops
des Traditionsvereines LASK im Linzer Passage-City-Center.
Das Konzept dafür wurde von ShopConsult by Umdasch entwickelt,
die Einrichtung kommt von Umdasch Shop-Concept.
Nach einer längeren Durststrecke hatte der Linzer Parade-
sHoP ConCePt toPIC
Fan shops
Ein „Klassiker“ auf Grund
des plakativ grün/weißen
Brandings und des
professionellen
Merchandisings:
Der von Umdasch
eingerichtete Nike Fanshop
von Celtic Glasgow.
A classic for its eye-catching
green-and-white branding and
professional merchandising:
the Nike fan shop at celtic
Glasgow, fitted out by
Umdasch.
verein 2007 den Wiederaufstieg in Österreichs höchste Spielklasse
geschafft. Dort hat er in der Saison 2007/2008 durchaus
für Furore gesorgt. Das riesige Fan- und Zuschauerinteresse
hat sich schließlich auch auf die Verkaufszahlen des Fanshops
ausgewirkt. Renner im Sortiment sind das 100-Jahr-Jubiläumsbuch
und vor allem die Dressen, welche die Fans mit ihrem
eigenen Namen beflocken lassen können.
umDAsch shop-concept 9

sHoP ConCePt toPIC
Fan shops
the billion-dollar football
business
major tournaments also result in a contest for the equipment
manufacturers. At the european championships 2008 it was
Adidas that won the jackpot; when the two finalists, spain and
Germany, marched onto the field they prominently sported the
three-stripes logo. compared with the european championships
2004 Adidas registered an increase in turnover of 50 %
in the football sector. But rivals puma and nike were also well
pleased with their results. Intersport retailers, on the other hand,
were pleased to record a noticeable increase in turnover in football
boots. Intersport international was the official specialist
sports retailer of the ueFA euRo 2008. since 2007 fan articles
have been sold in 1,260 shops in 26 countries.
According to an investigation by the consultants Deloitte, the
european football market achieved in 2006/2007 total revenues
of 13.6 billion euros, one billion euros more than during the previous
year. some 7 billion euros were earned by the “Big Five”
leagues (Germany, england, France, Italy and spain). profitability
has also developed to a remarkable extent. the average
return on sales of the clubs in the German Bundesliga is 18 %.
For many years, Bayern münchen has been regarded as a model
of a professionally managed football company. even in countries
like Austria where the interest in football is still develop-
Die LASK-Stars Ivica
Vastic, Christian
Mayrleb und Jürgen
Panis passen perfekt
ins gut inszenierte
Warenbild des
Fanshops im
Passage-City-Center.
LASK stars Ivica
Vastic, christian
Mayrleb and Jürgen
Panis perfectly fit the
carefully styled design
of the fan shop in the
Passage-city-center
in Linz.
In recent years, football has become a billion-dollar international business. The recent European championships
in Switzerland and Austria clearly demonstrated the fact. Apart from the World and European championships,
the football market is worth 13.6 billion euros in Europe alone. And the upwards trend seems likely to continue.
International sports and fashion brands and sports equipment retailers are claiming for themselves an
increasingly large slice of the cake. fan shops in particular are currently enjoying a remarkable boom.
ing, amateur set-ups are slowly being replaced by professional
structures.
The business with fan shops
the development of the revenues structure of the major football
clubs can be compared with that of airports. the proportion of
income derived from the flying business as such is sinking, and
in football it is the share of revenues arising from entrance fees
which is diminishing. Instead, the bread-and-butter income is
being provided by sponsor agreements, advertising revenues,
the marketing of television rights and the establishment of VIp
clubs. Last but not least, another not inconsiderable source of
income is the creation and sale of fan articles. For a well-run
premier-league club a fan shop of its own is an absolute essential
and an important instrument of brand management. For the
Big players such fan shops are frequently designed and realised
in co-operation with the equipment provider in question –
in other words, in many cases Adidas, puma or nike. here and
there a local sports retailer may also be involved. the shops are
located either in the stadium itself and / or in shopping streets
and shopping centres in the city in question. Jogging trousers,
sports shirts, scarves and caps are among the most popular
10 umDAsch shop-concept ShOP aktuell 104

items in the range. the imagination knows no limits when it
comes to dreaming up knick-knacks which add to the sense
of team identity, but all the same it seems advisable not to lose
sight of the principle “less is more”. In any case, being quick off
the mark is definitely a sales advantage. At the next home game
after the remarkable 7:0 away victory against Red Bull salzburg,
Austrian record holder Rapid Wien offered “7:0 sports shirts” for
sale. they were, of course, tremendously popular. the Dutch
team’s high-energy start in the european championships 2008,
by contrast, led to a temporary shortage of orange sports shirts
Emotionalisierung des
Warenbildes – Zielgruppenbezug.
The emotionalisation
of the product presentation
– target-group relevance.
Ein Thema farblich
sauber sortiert.
One subject, neatly
arranged by colour.
ShOP aktuell 104
Das Warenbild hat
einen (imaginären)
„Rahmen“.
The product
presentation has an
(imaginary) “frame”.
until the oranjes’ spell was broken by the Russians.
consistent branding is called for
consistent branding (in other words clear brand display) is called
for when it comes to fan-shop design. the club’s colours provide
an excellent starting point and will usually dominate the overall
appearance. the classic rules of visual merchandising will serve
well when it comes to product display. so, for example:
- Arena principle (product presentation rising upwards from
the front to the shelves).
- the third shelf level should be used for emotional messages
(e.g. team photos, photos of stars or game scenes).
- on the second level, show products (for example uniforms/
vests) should be displayed from the front.
- products which encourage customers to buy should only be
positioned below this and in the central area (sorted by colour
and within each colour by size).
- Remember the LIm principle.
Akzentuierung der
Wandabwicklung durch die helle
indirekte Beleuchtung.
Accentuation of the wall display
by means of bright indirect
lighting.
sHoP ConCePt toPIC
Fan shops
Umdasch Shop-concept as a fan shop professional
umdasch shop-concept has recently been involved as shopfitter
in the realisation of numerous fan shops in europe. Among
the shops are stores for famous names like celtic Glagow, manchester
united, Aston Villa, Rosenborg trondheim, hamburger
sV and LAsK Linz. the size of the shops varies. they range
from the LAsK corner at 60 m² to the already legendary 1,500
m² store at the manchester united old trafford stadium. the
nike fan shop of celtic Glasgow in particular is already regarded
Ware in der oberen Ebene
frontal zeigen ...
Show the goods from the
front in the upper level ...
... darunter
„Ärmelpräsentation“
sortiert
nach Farben und
Größen.
... below which,
“sleeve presentation“
is arranged
by colour
and size.
Niedrige Mittelraummöblierung:
freier Blick auf die
Wand (nach dem
Arena-Prinzip).
Low furniture
units in the central
sales area: unobstructed
view of
the wall (the “arena
principle”).
as a classic because of the eye-catching use of the club colours
green and white. During home games the shop attracts no fewer
than 8,000 visitors per hour.
umdasch was able to take advantage of its home advantage
when fitting out the fan shop of the long-established club LAsK
in the Linzer passage in Linz city centre. the concept was
designed by shopconsult by umdasch, and the shopfitting was
supplied by umdasch shop-concept. After a long period in the
doldrums, in 2007 the top club in Linz managed to climb back
up into Austria’s top league. they caused quite a stir there during
the 2007/2008 season. the vast interest of fans and spectators
also affected the sales figures in the fan shop. the topselling
items in the range of goods on sale are the centennial
commemorative book and especially the uniforms, which the
fans can have personalised with their own names.
umDAsch shop-concept 11

sHoP talK
Christian Göggerle on
increased revenues from
the same area
Improving the productivity of the sales area is the order of the day in the retail business. In addition to tackling
this challenge in its consultancy work with customers, Umdasch also focuses on the controversial subject during
various events staged by the Umdasch Shop Academy. “Increased revenues from the same area” is the title
of a successful Shop Academy seminar with Christian Göggerle, Managing Director, adviser and trainer at the
renowned Hutner Group. Reto Wüthrich *) talked to him about the subject.
“The customer will only be inspired by
attractive sales areas.”
The seminar “Increased revenues from
the same area”, developed by Umdasch
Shop Academy in collaboration with
the hutner Group, was given excellent
marks by the retail professionals who
took part when it was launched last
year. What can participants expect from
this seminar, which will also be held in
autumn 2008 and 2009?
Increased revenues from the same sales
area can only be achieved through continuous
and sustained management of the
area in question. the interaction between
purchasing and sales can be more effectively
interlinked. participants learn about
the new role of the staff member respon-
Interview
Reto Wüthrich
sible for the sales area. he or she is the link
between the buyer and the customer, and
shares the responsibility for the achievement
of the targets which have been set
for the sales area.
You want to provide participants with a
sort of manual for the improvement of
sales-area productivity. That sounds
almost like magic: is it even possible
in such a short period of time?
During this one-day seminar we want to
show managers the measurable chances
which are there if staff members are given
the opportunity of thinking about returns
and acting accordingly with regard to the
sales area. our retail and seminar programme
also includes a six-day special
training for the staff member responsible
for the sales area. staff development is
a process which requires a great deal of
sustainability within a company. participants
are given concrete tips and advice
for specific courses of action in order to
support the staff member responsible for
the sales area in his or her recognition of
monthly deviations from the target and
the implementation of appropriate corrective
measures. our practical experience
shows that after just six months or so of
disciplined sales-area management the
turnover and estimates could be significantly
improved.
In your view, one important component is
to make staff members share the responsibility
for sales. how does that work?
the development from ordinary staff member
to someone who bears a share of the
responsibility is the result of a target set
jointly by buyers and sales staff. In practice
there is often no real link between the
two. the sales staff have no knowledge
– or too little knowledge – of the annual
and monthly targets which have been set
as regards turnover, financial calculations,
deductions, stocks and local user groups.
the limit planning is often restricted to
procurement, but in fact successful salesarea
management continues beyond the
order phase into the sales area itself. our
limit planning at hutner establishes the link
between purchasing and sales and makes
it easier for the manager in charge of the
sales area to interpret the figures, since
he or she is given all the important information
every month on a single A4 sheet.
this sheet forms the basis for a regular
dialogue between purchasing and sales.
The seminar is directed towards owners
and managers – why is sales-area
productivity exclusively a matter for
the boss?
the boss holds the key to the translation of
productivity planning to sales itself. In the
old days the boss used to take a look at
the cashbook every evening, thus checking
on a daily basis whether the day had
been a success or a failure. But what calculations
were actually performed on the
basis of the day’s turnover? What writeoffs
are still acceptable? the communication
of “new” codes, not to mention
calculations and sales-area productivity,
remain a matter for the boss. the skill lies
in discussing the figures with his team in
an easily comprehensible and motivating
manner. high sales-area productivity is
12 umDAsch shop-concept ShOP aktuell 104

an important goal for all those working in
retail.
In which ways has the role of the
manager in charge of the sales area
changed during the past few years?
In addition to the main departments,
shop-in-shop systems and stores play
an increasingly important role for a successful
range of products. It is essential
to retain a precise overview. the classic
retail career progressed from retail salesman
to head salesman, and then to deputy
department manager. many good salesmen
have become buyers by climbing the
only career ladder available. however,
new goods ranges require more responsibility
and profit-oriented thinking on the
shop floor. It is here that the department
head or the buyer needs support.
What do you think of sales-area partnerships?
Are they more than just a
means of attracting attention away
from one’s own shortcomings?
sales-area partnerships work when they
result in a win-win situation. the regular
dialogue with the sales-area partner
regarding joint courses of action and
corrective measures promises success.
sales-area partnerships become critical
when they have been agreed in writing
but only lead in practice to mutual accusations
of guilt when the area in question
gets out of control.
Sales-area productivity seemed
remarkable short-lived, especially in
view of the “Saving is sexy” debate.
ShOP aktuell 104
Now there is talk once again of sustainability.
how can sustainability be
achieved in the field of sales-area productivity?
sustainability is the key to “charm is sexy”.
It is only through attractiveness and professional
advice that the customer will be
inspired to buy and the price will become
less important. continuous quality management
of the sales area plays a decisive
role in this respect. Analyses in our test
sales department reveal that customers are
usually noticed and greeted far too late.
the next dates for “Increased revenues
from the same area” are listed in the
calendar of events on pages 50/51. You
can check on the dates from January
2009 in the annual seminar programme
of the umdasch shop Academy. they
will also be published from December
2008 on our website www.umdaschshop-concept.com.
As Managing Director at hutner consulting
you are concerned, among
other things, with the optimisation of
quality standards. In addition to salesarea
productivity, what are the most
important areas which the retail trade
must focus on in order to be successful
in the long term?
An analysis of over 1,000 test purchases
revealed a clear picture across the board.
customers were not approached at the
right moment, so that the opportunities
for additional sales are not fully exploited.
many retailers could achieve improved
“The golden rule
for the retail trade
should often be
Less is more or
Efficiency before
innovation.“
sHoP talK
turnover with existing customers, as well
as improving customer loyalty. that is why
we are optimising the quality standards
in consultancy techniques. customers
today expect to be addressed individually
and to be given personal advice. At the
same time, we also define the leadership
standards for management on the shop
floor. Daily feedback, a regular exchange
regarding proposed targets and an annual
promotion meeting are important elements
for the manager in his capacity as
coach. It is only in this way that good sales
techniques can be put into operation for
the good of customers in the long term.
You compensate for the demands made
on you in your job by spending your leisure
time on cars which are considerably
older than you are. Vintage cars can
be a lot of fun. can you imagine vintage
cars which we have lost the ability to
appreciate being sold in the shops?
my Volkswagen Beetle was manufactured
in 1954 and its motto is “It runs and
runs and...” the story of the Beetle’s success
lies in simple technology, versatility
and reliability. If we translate these qualities
for the retail trade we could say, perhaps,
“Less is more” or “efficiency before
innovation”. the most promising routes to
success are perfect advice which you can
rely on any day of the week, and a clearly
structured range of goods adapted to suit
the target group and providing the customer
with attractiveness and use.”
*) Reto Wüthrich is Editor-in chief of hANDEL
hEUTE, the biggest Swiss specialist magazine for
the retail trade. www.handel-heute.ch
umDAsch shop-concept 13

sHoP desIGn
trends in shop lighting
What are the developments and trends in lighting which can be
applied to these different situations? What effects can lighting
have? the impression which customers form of the architecture
and design of sales areas is primarily a visual one. Lighting and
light effects can stimulate the impulse to buy.
Light as a creator of atmosphere
text
hans Wellenreuther
consistent store branding: the design of the track lighting system id
entity can be adapted to suit the brand in question.
the dramaturgy of light in
the World of shopping
Good lighting is indisputably an important characteristic in architecture; its effect can be considerably increased by
lighting design. In addition to guiding customers through the store, it is increasingly the task of lighting planning to attract
customers’ attention. At their best, shops are the result of successful architecture. The aim is that they should serve the
business purpose in question. In a flagship store in New York or London this will of necessity be a different purpose from
that in one of the 1000 or more sales areas of a retail shoe chain in a shopping centre somewhere in the world.
Light has a considerable influence on the way people – not only
customers but also the staff employed by a company – actu-
ally feel. We are all affected to a greater or lesser degree by
mood changes brought about by weather situations, including,
for example, whether the sun is shining or not. Doing business
in the retail sector can be compared with the telling of good,
interesting, exciting stories. Lighting helps to make a good story
more exciting, whereby all the essential factors – goods, shop
presentation and, of course, lighting, must blend harmoniously
together. It is not so much a matter of bright colours but rather a
matter of appropriate lighting colour schemes which best support
the presentation of the goods. sales can also be encour-
14 umDAsch shop-concept ShOP aktuell 104
photos
RZB

aged by realizing a dynamic lighting scheme which simulates,
for example, sunrise in the caribbean or the passage of a summer’s
day.
Dynamic lighting seduces the customer
the targeted use of new lighting mediums and equipment makes
it possible to change the mood in order to increase the attractiveness
of shopping situations in a dramatic way and thus to
present scenes in a different light. With the appropriate lighting
it is even possible for the shopkeeper to save energy.
Light bears a message
sometimes it is just the effect created by lighting which is
desired. then the light fittings, as the source of light, are banished
to so-called lighting vaults. Indirect lighting along the
length of the ceiling plays with the size of the room. In the case
of soft, flowing ceiling contours in particular it can emotionalise
and capture the customer, showing him the direction and the
depth of the space.
By contrast, RZB Leuchten has been one of the prime initiators
of a lighting trend in which large-area light fittings are consciously
employed as an interior-design element. they can be
ShOP aktuell 104
made of metal, plastic or foil; the latter can even be printed with
large-format photos. For example, you can create the optical
illusion of a ceiling or a starry night sky around a restaurant or
café in an airport arrival or departure hall or in a trade fair centre,
thus transforming it into a space which visitors notice. In shopping
areas such features can signalise from afar the position of
the checkouts or the bar in the shop-in-shop sales area.
id entity is another innovative product by RZB which represents
a special case of lighting as interior design: it permits the application
of logos onto the lighting element in a series of spotlights
which also provide all the features required of spotlights
in shopfitting. the application of logos on spotlights in entrance
areas and possibly shop windows results in an increased brand
presence, thus fitting ideally, for example, into the marketing
concept of dominant, vertical fashion concepts.
The miniaturisation of light fittings
sHoP desIGn
trends in shop lighting
Gastronomy and sales environments seen in the right light. Seen in the airport at Ankara (left) and in the fan shop
of the legendary German football club Bayern München (right).
Large-area lighting is specifically designed to attract attention.
miniaturised lighting, by contrast, is employed to create specific
lighting effects, such as the precise illumination of objects by
means of exceptionally tiny lights. this applies in particular in
the case of jewellery and jewels, in other words relatively small
items, whose size, however, should not have to compete
umDAsch shop-concept 15

sHoP desIGn
trends in shop lighting
with the lighting. the latest lighting developments also permit
this, especially in the case of high-pressure discharge lamps.
Lamps of this kind with 10-20 watts performance can exceed
the output previously achieved by 50 watt halogen lamps, with
similar levels of lighting brilliance and colour reproduction.
Energy considerations matter too
Another major subject of increasing importance in the lighting
sector is energy efficiency. modern lighting concepts permit
the realisation of better lighting systems while at the same time
reducing energy consumption. It is possible to calculate how
long it will be before the cost of a new, energy-efficient lighting
installation has been paid for through savings in energy consumption.
the additional cost can often be recouped within a
year, after which the new system will result in net savings.
Lighting becomes service-friendly
A further trend is towards tool-less installation of lighting. magcardo
is a built-in cardan series by RZB with magnetic fixings.
the product installation takes only one-fifth of the time needed
to install its predecessor. of course it should also be possible to
The atmospheric lighting effects at the Umdasch stand at the
EuroShop 2008 came from RZB Leuchten.
Although the path to extensive use is still rather stony, the much-discussed
LED technology is definitely promising. At Light+Building RZB presented LED
lights which provide new design possibilities in form and colour.
change light bulbs without tools as well, so that the sales staff
in the shop can also change the bulbs if necessary.
LEDs save electricity
many people also set great store by the use of LeDs when it
comes to reducing energy costs. these sources of light employ
semiconductor technology; even today they transform a similar
amount of the energy consumed into light as light sources in the
past. however, LeDs do not radiate ultraviolet rays, nor do they
produce heat – at least, not in the direction in which the light is
focused. this last fact is of great importance where the goods
on sale are light-sensitive, for example in the health and beauty
or in the food sector. special LeD lights built into the shelving
are already in use, and new systems are being developed. As
general lighting sources, LeDs still have a number of disadvantages
and involve relatively high costs.
nonetheless, they can still be used in this way. As demonstrated
at the trade fairs euroshop and Light+Building, there is a spotlight
version of id entity using a 40 watt LeD module. Its use
cannot, however, be recommended without reservation. It may
well be, however, that this judgment will have to be revised in
16 umDAsch shop-concept ShOP aktuell 104

The trend is clearly heading towards lighting which is simple and quick to
change. “Roland-Schuhe” in Leipzig, for example, uses Magcardo lights by RZB.
2-3 years. A great deal of research is being carried out in this
field because of the undisputed advantages (long life, no IR and
uV radiation on the goods, and dimming potential).
The way to the right lighting solution
Good advice is essential in order to devise a lighting solution
which is ideal for the individual customer using industrial – in
other words, inexpensively produced – elements. Light can help
to create the appropriate atmosphere and to set the scene.
ShOP aktuell 104
6 mega-trends in lighting Shining examples
1. the products in the foreground/
products seen as desirable.
2. corporate lighting: the brand as the
focal point of the message.
3. Lighting as a dynamically controlled
element in space/ ceiling design .
4. energy-efficient lighting using
electroncally controlled lights.
5. use of lights with longer lifespan
than previously.
6. Installation and bulb changing without
tools.
Abercrombie & Fitch, n.Y. 5th Avenue
Allianz Arena, munich, Fan shop
throughout Germany: Bertelsmann
Book shops
Kaufhaus des Westens, Berlin
Bulbs with ceramic elements
magnetic fixings
sHoP desIGn
trends in shop lighting
corporate lighting is the art of interpreting the company’s identity
through lighting. At La Prairie the logo immediately catches the
visitor’s eye.
umDAsch shop-concept 17

sHoP PanoraMa
Mustang
Mustang
The Fashion Business on
Four Legs
In 1948, the tailors L. hermann produced the first jeans outside
the united states. since then the German family concern has
established itself as one of the leading jeans brands in europe.
the wild horse of America, known as the mustAnG, provided
the name. It stands for spontaneity, power and authenticity.
mustang sells its fashions on some 40 countries throughout the
world. the garments reach the customer via franchise stores,
shop-in-shops and the company’s own stores. mustang has
more than “only” jeans to offer. Body wear, belts, bags, leather
jackets, shoes and watches complete the lifestyle range. mustang
offers commercial mainstream fashion for the large part of
its collection and a small premium segment with an individual
look at the top of the range.
“Furnishings and fittings with a wealth of detail serve to make
sure that the product is the focal point. the overall impression
must capture the mustang spirit; that means that everything is
carried out in line with our cI”, explains heiner sefranek, the
managing Director of mustang. umdasch has been the shopfitting
partner of the fashion label for many years, realising the
shops in a mustang-like manner. Among the latest projects is
the re-design of the store in the olympia shopping centre in
munich. the typical branding elements can be seen not only
The vintage surfaces with a rust-like appearance support the jeans-casual
presentation in the Munich store.
Infobox
Location: olympia shoppingcentre
hanauer straße 68
80993 munich
contact: www.mustang.de
sales area/ no. of floors: 160 m² / 1
opening (Renovation): February 2008
sector: Fashion
planning: mustang Jeans Gmbh
shopfitting: umdasch shop-concept, Germany
shopfitting system: Brand-specific development
Lighting: Lts Licht & Leuchten Gmbh
at the cash desks but also in the changing rooms. slide vitrines
with seasonally changing motives arouse the emotions.
Authentic materials, the “used look” and ideas reminiscent of
the Wild West characterise the shop’s appearance.
18 umDAsch shop-concept ShOP aktuell 104

ShOP aktuell 104
photos: mustang
umDAsch shop-concept 19

sHoP PanoraMa
sportler
sportler
Best and biggest in
the Alps
With its slogan “Best in the Alps!” sportler has positioned itself
as the leading specialist store for sports, leisure fashion and
sports equipment in upper Italy. the focus lies on the sports
which can be practised in the Alpine region. the 19 branches
prove themselves with high-quality brands such as nike, north
Face, salewa and Adidas. In its choice of location, sportler
prefers large areas in city centres and shopping centres as well
as good stand-alone locations. In the new store in treviso the
local hero impresses by virtue of its size. this branch is the
largest specialist sports store in Italy. It is located beside the
country’s biggest climbing hall which is also the third-largest in
europe. mountain, cycling, running, fitness and fashion are the
main points of emphasis of the range of products on display.
the new sportler provides a dramatic setting with impressive
areas for experience and action. In addition to the climbing hall
there is plenty of fun and action thanks to an old cable car gondola
with a slide for the children, a mountain-bike course and a
boxing ring. the store design is skilfully adapted to the adventure
world. sportler and the shopfitters, umdasch, paid attention
to interesting details including the cable-car cabins, tables
and wooden duckboards around the cash desks. the colours
of the rear walls provide an atmospheric backdrop for the range
of goods on display. In the new shop great store is set by professional
visual merchandising and emotional communication
via big prints.
Infobox
Location: via eroi di podrute 2/4/6
31057 silea
“We want to offer our customers
not only advice and service but also
to arouse emotions,” commented
Georg Oberrauch, the Managing
Director of Sportler at the opening
of the new store in Treviso. The
pictures speak for themselves.
20 umDAsch shop-concept ShOP aktuell 104
Italy
contact: www.sportler.com
sales area/ no. of floors: 6.000 m² / 2
opening: march 2008
sector: sport
planning: sportler, umdasch shop-concept, Italy
shopfitting: umdasch shop-concept, Italy
shopfitting system: Luys, brand-specific developments
Lighting: D&L Wallmeier

sHoP PanoraMa
Christ
Christ
Glittering offering
It was in the year 1863 that a certain Wilhelm Alexander christ
opened his first clockmaker’s shop. that was how the foundation
stone was laid for what is today the largest jewellery chain
in switzerland. With their famous watch, jewellery and lifestyle
brands (Longines, Rado, swatch, tag heuer, tissot … ) as well
as own brands, christ appeals to a trend-conscious clientele.
since 2006 the chain brand has been a member of the coop,
the second-largest specialist retailer in switzerland. pedestrian
zones, shopping centres and top locations are the company’s
tried and tested settings. the christ flagship in the Bahnhofstraße
in Zurich was recently re-opened. Following a period
of rebuilding which lasted for several weeks, umdasch shopconcept
has made the store shine in renewed splendour.
the flagship store retains its elegant but modern character
thanks to its minimalist appearance in white and silver. the use
of glass, stainless steel and white surfaces provides an impressive
interpretation of the swiss retailer’s corporate identity. the
mondrian wall with its built-in back-lit vitrines combines both
levels. A black logo panel along the wall provides an overview
of the range of brands displayed in the shop. on the back walls
of the individual floors, built-in vitrines ensure a stylish presentation
of the brands.
Infobox
Location: Bahnhofstraße 78
8001 Zurich
switzerland
contact: www.christ-swiss.ch
sales area/ no. of floors: 196 m² / 2
opening: June 2008
sector: clocks / jewellery
planning: umdasch shop-concept, switzerland
shopfitting: umdasch shop-concept, switzerland
shopfitting system Brand-specific development
Lighting: Zumtobel
The clean lines along the walls and the soft shapes in the central area provide
for an overall impression which is full of contrasts.
22 umDAsch shop-concept ShOP aktuell 104

sHoP PanoraMa
snipes
following store openings in Klagenfurt, Graz and Vienna (shown here)
franchiser Sport Eybl & Sports Experts plan to offer the wide range of urban
streetwear at a further seven location in Austria.
snipes
Cult label takes
off internationally
During the past ten years snipes has expanded to become the
cult streetwear brand in Germany. the company’s close contact
to the trendy music, sports and entertainment scene has contributed
to this development. With famous brands such as nike,
puma, Adidas, converse… and its own clothes brands “Black”
and “Verry Berry”, snipes appeals to a clientele aged between
14 and 25. Its success is now being multiplied on the international
stage. For this purpose snipes engaged sport eybl & sports
experts as their official franchiser. the recently opened Vienna
flagship is the company’s third store in Austria. It is planned that
further stores will follow, and in eastern europe, too, the company
is searching for suitable 1A locations.
snipes clearly aims to fit out its stores with a high value of brand
recognition. the store design of the flagship in mariahilferstrasse
in Vienna conveys the desired blend of individuality and lifestyle.
An open-plan design and clear lines characterise the store’s
overall appearance. the cI colour orange not only sets colour
accents but also sub-divides the store into sections according
to the goods ranges on display. the sneakers wall on the ground
floor is one of the shop’s highlights. shoe shelves made of plexiglass
present a comprehensive selection of the sneakers for
which snipes is famous beyond the national boundaries.
Infobox
Even from the street, the appearance of the street-culture
label is designed to appeal to a target group which places
great value on lifestyle and fashion.
Location: mariahilferstraße 49
contact
1090 Vienna
Austria
www.snipesshop.de
sales area/ no. of floors: 249 m² / 2
opening: march 2008
sector: streetwear
planning: snipes
shopfitting: umdasch shop-concept, Austria
shopfitting system: Arena Alu, brand-specific development
Lighting: Leifeld Lichttechnik, snipes
24 umDAsch shop-concept ShOP aktuell 104

sHoP PanoraMa
orion, Podium
orion
That certain something
Infobox
Location: mARY´s, paladspassagen 2
Lejwemal 212
7100 Vejle
Denmark
contact www.orion-erotik.dk; www.orion.de
sales area/ no. of floors: 205 m² / 1
opening: march 2008
sector: erotica
planning: umdasch shop-concept, Austria
shopfitting: umdasch shop-concept, Austria
shopfitting system: classic, brand-specific development
Lighting: umdasch shop-concept, Austria
The recipe for success
in Orion’s new store
concept: valuable
materials, individual
lighting elements,
oversize digital prints
and professional product
presentation.
The luxury department store
conforms with modern,
international design
requirements as well as
corresponding with the spirit
of the times on the Arabian
market. The selection of
brands is designed to appeal
to a demanding clientèle and
also caters for the smallest
customers (Baby Dior, Dolce
& Gabbana Kids…).
Podium
Luxury for big and small
Infobox
Location: Red sea mall
Jeddah
saudi Arabia
contact: www.algarawi-group.com
sales area/ no. of floors: 2.500 m² / 1
opening: June 2008
sector: Department store
planning: umdasch shop-concept, middle east
shopfitting: umdasch shop-concept, middle east
shopfitting system: Arena Alu, classic para mini, steco,
horizont, Varo
26 umDAsch shop-concept ShOP aktuell 104

Bata
Store with style
Infobox
ShOP aktuell 104
The Bata Superstores are
large-format branches of
the international shoe chain
established in shopping
centres. The picture shows
the superstore in the centro
commerciale Emisfero which
has recently been fitted out
by Umdasch. It makes skilful
use of the typical branding
elements (logo, corporateidentity
red).
Location: centro commerciale emisfero
33080 Fiume Veneto
Italy
contact www.bata.com
sales area/ no. of floors: 650 m² / 1
opening: June 2008
sector: shoes
planning: shop Design Bata Italia
shopfitting: umdasch shop-concept, Italy
shopfitting system: classic, brand-specific development
Lighting: Biffi Luce
A colour composition of
warm Merano wood, black
furnishing elements in the
middle of the sales area
and green accents creates
a pleasant mood in the
renovated store of the local
leader for books and PBS.
The word puzzles along the
walls are eye-catching and
assist orientation.
rousseau
librairie-Papeterie
A new setting for the
local hero
Infobox
Location: 20, Rue de la République
25300 pontarlier
France
sales area/ no. of floors: 500 m² / 2
opening: march 2008
sector: Book/pBs
planning: umdasch shop-concept, switzerland
shopfitting: umdasch shop-concept, switzerland
shopfitting system: classic, umdasch gallery system
Lighting: satec
sHoP PanoraMa
Bata, rousseau librairie-Papeterie
umDAsch shop-concept 27

sHoP PanoraMa
airfield
airfield
Takeoff in Seewalchen
Airfield is one of the most successful Fashion Brands in the German-speaking
region. the headquarters in seewalchen (Austria)
is the turntable for the international company. the father-and-son
team heading the company aims to produce high-quality ladies’
outdoor fashion and children’s clothes. Walter moser sen. claimed
in an interview in the Österreichische textil-Zeitung (ÖtZ): “We
added a sporting accent to classic fashion long before anyone
else had the same idea.” Airfield supplies 1,800 retailers. Its main
export markets are Germany, followed by France, switzerland and
Russia. Recently Airfield has also invested in its own stores, concentrating
on attractive inner-city locations with other premium
retailers in the vicinity. one of the locations is cologne.
the materials employed within the store reflect the high-ranking
position of the Airfield brand. the rules of premium visual
merchandising have been consistently observed. According to
the principle “space is luxury”, in the central space only a small
number of selected items are presented on display tables. the
subjects of the collections change regularly and constantly catch
the eye. comfortable seating areas encourage customers to stay
for a while and provide an opportunity for leisurely consultations.
the lighting, consisting of indirect lighting, ceiling spots and spotlights,
rounds out the project, which was planned and executed
by umdasch, in a harmonious manner.
Infobox
Gleaming surfaces, elegant walnut and stone floors
and shelves of glass and stainless steel characterise
the cologne branch of the Airfield premium label.
Location: mittelstraße 12
50672 cologne
Germany
contact: www.airfield.cc
sales area/ no. of floors: 200 m² / 2
opening: February 2008
sector: Fashion
planning: umdasch shop-concept, Austria
shopfitting: umdasch shop-concept, Austria
shopfitting system: horizont, brand-specific development
Lighting: umdasch shop-concept, Austria
28 umDAsch shop-concept ShOP aktuell 104

sHoP PanoraMa
nIKeid
nIKeid studio
Design 2.0
With the nIKeiD studios the u.s. sports article manufacturer
has proved yet again its instinct for innovation. the concept
behind it is easy to explain. customers can become nike
designers and design their products according to individual
preference. they can choose between a wide range of colours,
materials and labels. the internet branch paved the way (Web
2.0); the next big thing is “Do-it-yourself design”. In the 3,000 m²
niketown in London you will find one of the first iD studios. the
glass cube in a covered inner courtyard is very striking architecturally;
the shoes on display encourage customers to try
their hand at design. umdasch shop-concept is the shopfitting
partner which is accompanying the re-structuring of niketown
in London, which is taking place in stages.
Before establishing a new store nike attaches particular attention
to the planning and detailed design stages. It is the company’s
goal to visualise innovation and authenticity in design
combined with the materials employed.the iDstudio in London
lives up to expectations. the spacious consultation areas are
placed in the central area; the glass shelves on the rear wall
are visible from inside and outside and they focus attention on
the sports shoes. A finely blended mixture of veneered walnut,
polished stainless steel and white steel and gleaming white lacquered
surfaces give the studio a high-quality appearance.
On the first floor of the NIKEiD studios
special Nike software is available, thus
permitting the shoes to be individually
designed.
Infobox
Location: oxford circus
contact
London
u.K.
www.nikeid.nike.com
sales area/ no. of floors: 200 m² / 2
opening: october 2007
sector: sports
planning: nike Brand Design, hmKm
shopfitting: umdasch shop-concept, uK
shopfitting system: Brand-specific development
Lighting concept: DpA Lighting
The second floor offers more exclusivity. Upon prior appointment customers
are also given tips by professional designers at the teachers’ tables.
30 umDAsch shop-concept ShOP aktuell 104

photos: nIKe

etaIl rePort
norway norwegen
Text text
sonja scheidl
Kaufkräftig.Konsumfreudig.
Patriotisch.
Innerhalb weniger Jahrzehnte entwickelte sich Norwegen vom Agrarland im hohen Norden zu einem hoch
profitablen Wirtschaftsmarkt. Diese rasante Entwicklung tut dem Einzelhandel überaus gut. Konsumausgaben
und Einzelhandelsumsätze erlebten gerade in den letzten Jahren einen Höhenflug. Internationale Brands
wollen am Kuchen mit naschen. Dabei unterschätzten einige die Markentreue der Norweger.
Auf Grund seiner Öl- und Gasreserven, die aus heutiger Sicht
noch mehrere Jahrzehnte reichen, zählt Norwegen zu den
reichsten Ländern der Welt. Ein Blick auf die Konsumausgaben
der Norweger zeigt, wie gut die Geschäfte laufen: Mit einem
Zuwachs von 6,4 %, dem höchsten seit 1985, befand sich der
private Verbrauch 2007 auf Rekordkurs. Für 2008 ist mit einem
etwas geringeren Wachstum zu rechnen, nichtsdestotrotz blickt
die Retail-Branche in eine rosige Zukunft. Nach einer Steigerung
der Einzelhandelsumsätze um 8,5 % 2007, werden 2008 erneut
Spitzenwerte erwartet. Besonders konsumfreudig zeigen sich
die Norweger bei Marken-, Luxus- und Sportartikel.
Hohe Konzentration, gute Rendite, loyale Kunden
NorgesGruppen, Coop Norge, Reitan Gruppen und ICA Norge
sind die vier Key Player im Food-Einzelhandel und teilen sich
Fotos photos
corbis, manfred Aigner
Der Karl Johans Gate ist Oslos bekannteste Shopping- und Flaniermeile. Karl Johans Gate is Oslo’s most famous boulevard for shopping and strolling.
98 % des Marktes. Die norwegische Lebensmittelbranche ist
nicht nur für einen hohen Konzentrationsgrad, sondern auch
für europäische Höchstpreise bekannt. Anfang 2006 witterte
Lidl die Chance, am norwegischen Markt mit seiner Billigpreisschiene
zu punkten. Gut zwei Jahre später tritt der Diskonter
den Rückzug an. Bei den an Traditionsprodukten gewöhnten
Käufern kamen Eigenmarken und an Lagerhallen erinnernde
Läden einfach nicht an. Lachender Sieger ist der heimische
Diskonter Rema 1000 (Reitan Gruppen), der Läden sowie Mitarbeiter
übernimmt.
Lidl befindet sich mit seinem missglückten norwegischen
Gastspiel in guter Gesellschaft. Ende der 60er nahm der US-
Konzern Procter&Gamble Kurs auf das Königreich und konnte
sich genauso wenig wie der Markenriese Unilever in den 90ern
gegen die norwegischen Platzhirsche durchsetzen. Neben der
32 umDAsch shop-concept ShOP aktuell 104

vehementen Markentreue der Norweger erschweren auch die
Zollgrenzen Aktivitäten ausländischer Retailer.
Speziell der Non-food-Einzelhandel zeigt, dass sich Einzelhändler
aus den Nachbarländern (Bestseller, IKEA, Lindex u. a.) am
besten auf die Marktgegebenheiten in Norwegen einstellen. Der
schwedische Modekonzern H&M beispielsweise bezeichnet
Norwegen als einen seiner umsatzstärksten Märkte. 2008 eröffnet
H&M noch weitere vier Läden, plant den Ausbau einer Reihe
bestehender Stores sowie die Etablierung einer neuen Kette im
höheren Preissegment.
1 m² Shopping-Center-Fläche für jeden Einwohner
Wie die Kennzahlentabelle auf Seite 34 zeigt, steht dem Norweger
im europäischen Vergleich die meiste Shopping-Center-Fläche
zur Verfügung (773,71 m² pro 1.000 Einwohner). Ein klares
Indiz für eine ausgereifte Shopping-Center-Branche. Von Stillstand
aber trotzdem keine Spur. Noch im Herbst 2008 eröffnen
zwei neue Center. Kolbotn Torg sorgt im Süden Oslos auf
22.000 m² für zusätzliches Shopping-Vergnügen. Auf der Insel
Stord entsteht gerade das 20.000 m² große Heiane Storsenter.
ShOP aktuell 104
Für die nächsten Jahre stehen bereits weitere Projekte in der
Pipeline.
Umdasch mit erstklassigem Netzwerk an Partnern vor Ort
Die norwegische Ladenbauszene ist eher klein strukturiert. Nur
wenige internationale Player sind vor Ort. Darunter New Store
Europe mit einer sehr intensiven Marktbearbeitung und Umdasch
Shop-Concept mit einer langjährigen punktuellen Präsenz.
Umdasch holte sich von Beginn an profunde Kenner der norwegischen
Handelsszene an Bord. Ein langjähriger Weggefährte
des Shopfitters ist Adam Laska, Gründer der norwegischen
Firma Design Partners. Gemeinsam mit ihm richtete Umdasch
u. a. Läden für den Modefilialisten Four Men, die Parfümeriekette
Fredrik&Louisa sowie für das Telekommunikationsunternehmen
Telenor ein. Mit dem norwegischen Design- und Shopfitting-Partner
Torger Svindland AS baute Umdasch sein Netzwerk
2007 weiter aus. Die Fashion-Stores für Geddon und Capone
sowie ein Fanshop für den norwegischen Traditionsclub Rosenborg
Trondheim sind Ergebnisse der bisherigen Zusammenarbeit.
In dieser Gangart soll es auch zukünftig weitergehen.
Für die Parfümeriekette Fredrik&Louisa
realisierte Umdasch bereits eine Reihe
hochwertiger Stores. Hier im Bild das 150 m²
große Fachgeschäft im Byporten Kjöpesenter.
Umdasch has already realised a number of
high-quality stores for the perfumery chain
fredrik&Louisa. Shown here is the 150 m²
specialist store in the Byporten Kjöpesenter.
Geddon setzt bei seinen Multibrandstores in Stavanger auf eine Verschmelzung von Kunst und Design. Die international bekannte
Künstlerin Pia Myrvold hinterließ im Laden ebenso ihre Handschrift (rechts) wie die Shopfitting-Partner Umdasch und Svindland
(links). In its multi-brand stores in Stavanger, Geddon aims at a fusion of art and design. The internationally famous artist Pia
Myrvold has left her mark on the shop (right) as have the shopfitting partners Umdasch and Svindland (left).
retaIl rePort
norwegen norway
umDAsch shop-concept 33

etaIl rePort
norway norwegen
selected retail statistics Basic 2005/2006
Consumer-oriented.
Prosperous. Patriotic.
Within a few decades, Norway has been transformed from an agricultural country in the far North into a
highly profitable market economy. The rapid developemnt has profited the retail trade. During recent years,
consumer spending and retail turnover have experienced a new high. International brands also hope for a
share of the cake. Some of them, however, have underestimated the Norwegians’ brand loyalty.
norway’s oil and gas reserves, which are expected to last for
several decades more, have made it one of the richest countries
in the world. A glance at norwegians’ consumer spending
shows the extent to which business is booming: with 6.4 percent
growth, the highest level since 1985, private consumption in 2007
was set to break all records. Growth in 2008 is expected to slow
down somewhat; nonetheless, the future looks rosy for the retail
sphere. Following an 8.5 percent increase in retail turnover in
2007, 2008 is predicted to reach new highs. the norwegians are
particularly keen consumers of brand, luxury and sports articles.
high concentration, good return, loyal customers
the four key players in the food retail branch are norges Gruppen,
coop norge, Reitan Gruppen and IcA norge. they share
98 percent of the market. norwegian food retailers are famous
not only for their high degree of concentration, but also for their
prices, which are the highest in europe. In early 2006 Lidl saw an
opportunity to gain a foothold on the norwegian market with its
low-price concept. some two years later, the discounter decided
to withdraw. used to traditional products, the customers were
not ready to accept own-brand goods and shops which resembled
a warehouse. the winner is the local discounter Rema 1000
(Reitan Gruppen), which took over both shops and staff.
Germany Austria Switzerland Netherlands Italy UK france
Population in 1,000 82,438 8,266 7,509 16,334 58,752 60,393 62,886
Retail sales in billion EUR 351.3 46.1 53.7 83.3 280.5 411.0 395.0
Retail sales per inhabitant 4,261 38 5,577.06 7,151.42 5,099.79 4,774.31 6,805.42 6,281,.21
m² sales area in 1,000 120,766 19,927 9,918 23,853 77,436 62,384 91,897
m² sales area per inhabitant 1.46 2.41 1.32 1.46 1.32 1.03 1.46
Retail sales per m² sales area 2,908.93 2,313.44 5,414.40 3,492.22 3,622.35 6,588.23 4.,298.29
Employees in retail trade in 1,000 2,527 324 309 716 1,855 2,948 1,565
Number of outlets 253,595 41,540 47,943 82,420 699,392 201,600 436,263
Inhabitants per outlet 325 199 157 198 84 300 144
Area of shopping centres in million m² (5) 11.26 2.19 1.13 5.27 7.44 13.67 12.86
Area of shopping centres per 1,000 inhabitants in m² (5) 136.59 264.94 150.49 322.64 126.63 226.35 204.50
(1) 2004
*) sources: eurostat, Östat, ehI, Icsc, euromonitor, european Retail handbook, WKo oslo, national statistical offices. the figures serve primarily to indicate trends, since a complete harmonisation was not possible in view of the different definitions
of terms and methods of compilation. the time frame of the publication of different sources varies considerably in some cases. the values are generally given without vehicle and fuel trade and without the fuel costs trade.
Lidl is not alone with its unsuccessful norwegian interlude. At the
end of the 1960s, the us concern procter&Gamble set its sights
on the nordic kingdom and failed to establish itself in competition
with the norwegian brand leaders. the brand giant unilever suffered
a similar fate during the 1990s. Apart from the fierce brand
loyalty of the norwegians, customs barriers represent a further
hurdle for foreign retailers to overcome.
Die herausragende internationale Stellung im Travel Retail-Geschäft
beweist Umdasch u. a. beim Duty Free in Oslo. Umdasch demonstrates
its outstanding position in the travel retail business in the Duty free
shop in Oslo and elsewhere.
34 umDAsch shop-concept ShOP aktuell 104

USA Norway
299,398 4,640
1953.3 37.5
6,524.09 8,081.90
956,267 9,738
3.19 2.10
2,042.63 3,850.89
12,359 (1) 194
863,400 (1) 29,406
347 158
562.97 3.59
1,880.34 773.71
the non-food retail sector in particular demonstrates that retailers
from neighbouring countries (Bestseller, IKeA, Lindex etc.)
are also well advised to adapt to norway’s market conditions.
For example, the swedish fashion concern h&m described norway
as one of its top markets. In 2008 h&m opened another four
stores and plans the expansion of a number of existing stores as
well as the establishment of a new chain in the upper price sector.
1 m² shopping-centre floor area for every inhabitant
As the statistical table on page 34 shows, the norwegians have
more shopping-centre sales area at their disposal than any other
european country (773.71 m² per 1,000 inhabitants). this is
a clear indicator of a mature shopping-centre sector. however,
there is no sign of things coming to a halt. In autumn 2008 two
new centres will be opening. In south oslo, Kolbotn torg will be
introducing additional shopping entertainment across 22,000 m².
And on the island of stord the heiane storsenter is currently
being built on some 20,000 m². Further projects are in the pipeline
for the next few years.
ShOP aktuell 104
Basic 2008
Important shopping streets
Oslo: Karl Johans gate, Bogstadveien, stortingsgata, hegdehaugsveien,
stortorvet. Bergen: olav Kyrres gate, torgallmenningen, strømgaten. Trondheim:
torvet, nordre gate, olav tryggvasons gate.
Important Shopping centres (Opening date, sales area)
Bergen: Lagunen Kjøpesenter (1985, 60,000). Sandvika: sandvika storsenter
(1992, 2007 erweiterung, 60,000). Sandnes: Kvadrat steen & strøm
(1984, 44,000), Amfi Vagen 33 (1988, 32,900). Straume: sartor senter (1978,
40,000). Ski: ski storsenter (1995, 34,000). Alesund: stormoa (1983, 30,600).
Vinterbro: Vinterbro senteret (1996, 30,000). Porsgrunn: Downtown (1988,
29,000). Trondheim: city syd (1987, 27,000), tiller torget (2004, 24,600).
Oslo: stovner senter (1975, 26,600). Lysaker: cc-Vest (1985, 25,000). Lier:
Liertoppen (1987, 23,000). haugesund: Amanda storsenter (1997, 23,000).
Top players in the retail trade
food stores: norgesGruppen: Kjøpmannshuset norge (1,726), Kiwi (421),
meny ultra (166); Reitan Gruppen: narvesen (433), Rema 1000 (412), 7-eleven
(190); coop norge: coop-marked (371), prix (314), mega (149), obs! (23); IcA
norge: naer (268), IcA Rimi (256), IcA supermarked (81), maxi (25). Department
stores : steen & strøm oslo (1), Glasmagasinet oslo (1). Textiles/ fashion/
clothing/ Shoes: euro sko: euro sko (242), dna (48), Økonomisko (44);
skoringen norge (132), Garant sko (61), Wedins (58), texcon As (220); Varner-
Gruppen: cubus (160), Dressmann (114), Bik Bok (77), carlings (71), Vivikes
(58), Wearhouse (9); Bestseller: Vero moda (104), Jack&Jones (89), only (34),
exit (23), Vila (7), selected (6); Voice: Voice of europe (100), match (100), Vic
(65), Boys of europe (48); b.young (140), Lindex (91), KappAhl (86), h&m (81),
conseptor: Lene V (80), solid (33), Benetton (32), Gresvig Retail: G-sport (200),
Intersport (115); sport 1 (176), mX sport (124); stadion/sport Direkt (65). Electrical:
expert norge (261); elkøp/Lefdal (110); euronics (85). Other non-food:
IKeA (Furniture), Bohus Kjeden (Furniture), Living (Furniture), Byggmakker
(DIY); Jernia (DIY); BK Byggkøp/nordek (DIY); Bauhaus (DIY); Libris (Books),
norli Gruppen (Books); Ark (Books); tanum (Books), Ringo (Games); cosmetic
Group (cosmetics); phI Kjeden (cosmetics); Interoptik (optics), Brilleland
(optics); synsam (optics).
Important Norwegian store brands abroad
Reitan (Denmark, sweden, Latvia, slovakia), Varner-Gruppen (sweden, Iceland,
Latvia, poland, Finland, Germany, Denmark).
Important foreign store brands in Norway
IcA norge (sweden), h&m (sweden), Bestseller (Denmark), Lindex (sweden),
KappAhl (sweden), IKeA (sweden), Byggmakker (Finland), elkøp (uK)
Der Mix aus Eiche, Edelstahl
und hellen Oberflächen verleiht
dem neuen Store von Capone im
Kilden Shopping-Center seinen
klassisch zeitlosen Charakter.
The blend of oak, stainless steel
and light surfaces gives capone’s
new store in the Kilden Shopping
centre its classic, timeless
character.
retaIl rePort
norwegen norway
Umdasch on the scene with a first-class network of
partners
the norwegian shopfitting scene is relatively limited in extent. only
a handful of international players have established themselves
on the spot. they include new store europe, which is extremely
active on the market, and umdasch shop-concept, which has
been present at intervals for many years.
From the start, umdasch involved experts with a profound knowledge
of the norwegian retail scene. Adam Laska, founder of the norwegian
firm Design partners, is a long-standing partner of the Austrian
shopfitting experts. his company and umdasch have worked
in partnership on such projects as shops for the fashion chain Four
men, the perfumery chain Fredrik&Louisa and the telecommunications
concern telenor. In 2007, umdasch further extended its network
with norwegian design and shopfitting partner torger svindland
As. the fashion stores for Geddon and capone and a fan
shop for the traditional norwegian club Rosenborg trondheim are
just some of their joint projects to date. umdasch intends to continue
along a similar path in future.
umDAsch shop-concept 35

36 umDAsch shop-concept ShOP aktuell 104
“

Your robert Hartlauer”
In spring 2008 hartlauer, the Austrian chain retailer specialising in photo
equipment/ eyewear/ mobile phones introduced a new store concept.
“Optik Pur” focuses precisely on eyewear for customers in shopping centres
and top inner-city locations. hartlauer developed the
concept with Umdasch Shop-concept.
ShOP aktuell 104
umDAsch shop-concept 37

sHoP rePort
Hartlauer optik Pur
In hartlauer’s customer publication “LÖWenmAGAZIn” the new
concept is described as follows: “In recent years, the increasing
numbers of shopping centres have radically changed shopping
behaviour. hartlauer has reacted to these changes with a
new business concept: optik
pur (pure optics). As the name
indicates, optik pur is a very
purist concept which will help
customers to see eyewear as a
fashion item, particularly in the
field of optics. since the middle
of April optik pur has been
present in the shopping city
süd in Vienna/Vösendorf and in
the plus city pasching. It thus
serves to complement hartlauer’s
neighbourhood shopping
locations. We are currently
searching for suitable locations
in all top shopping centres in
Austria as well as in popular
Infobox
text
Reinhard pender
inner-city locations. With optik pur we have succeeded for the
first time in developing an ultra-modern concept in the design
of exclusive optician’s shops combined with unique all-inclusive
prices. this has led to a completely new generation of shops
which will point the way ahead for the optics market in Austria.
With optik pur hartlauer is embarking on a new course in the
photos
hartlauer, manfred Aigner
field of optics and thus confirms its image as the market leader,
giving new impetus to the entire sector.”
A remarkable company
Location: shopping city süd
2334 Vienna - Vösendorf
Austia
contact: www.hartlauer.at
sales area/ no. of floors: 178 m² / 1
opening: April 2008
sector: optics
planning: Fürst/Bartosch,
umdasch shop-concept, Austia
shopfitting: umdasch shop-concept, Austia
shopfitting system: Brand-specific development
Lighting:
u m d a s c h s h o p -c o n c e p t , A u s t r p i l a n ( n i n g ) ,
elektro Kammerhofer (Development)
With more than 150 branches and
1,300 staff members, including
170 apprentices, hartlauer is one
of the most famous retail companies
in Austria. the company
was founded in 1971, when Franz
Josef and Renate hartlauer purchased
the house at pfarrgasse 6
in steyr and opened a modern
photographer’s shop there. Further
shops were opened during the
following years, and the range of
products was expanded. hartlauer
rapidly acquired the reputation
of being an “consumer advocate”
for his aggressive pricing policy. It
is therefore no coincidence that the company symbol is a lion,
standing for strength, reliability and fairness. there was an uproar
in the opticians’ sector in 1993 when hartlauer added spectacles
to the product range and fuelled a minor revolution with an
overall fixed price for a pair of glasses. In 1999 hartlauer opened
the most modern glasses production workshop in europe, with
38 umDAsch shop-concept ShOP aktuell 104

a capacity of 5,000 pairs of spectacles per day. to this day the
company employs some 300 opticians in its various branches.
When Franz Josef hartlauer died prematurely in 2000 his son
Robert, who was only 25 at the time, took over the management
of the company.
Robert hartlauer continues to run the company imaginatively along
the lines established by his father. From his father he adopted the
idea of acting as his own testimonial. And so he smiles cheerfully
from advertising hoardings and posters, is present in brochures
and acts as the main character in advertising spots,
which always end with a friendly “Your Robert hartlauer”.
It was also the memorable spot – “tigern
sie zum Löwen!” (Why not tiger along to the lion!)
which ensured hartlauer’s remarkably high brandrecognition
factor. the company has also made its
name with its professional staff training and further
education in the “hartlauer Academy”.
hartlauer as a neighbourhood shop
today hartlauer sees itself as a neighbourhood
shop in its core competences of photos/ developing,
telecommunications and optics/ hearing aids.
In some of the larger branches, consumer electronics
and cDs and DVDs complete the range
of products on offer. the full range of goods
ShOP aktuell 104
Eye-catching, modern, unadorned:
the design of hartlauer Optik Pur
in the Shopping city Süd. The
façade looks welcoming,
attractive, but still allows
customers to sense the intimate
atmosphere within the store itself.
The eye-catching glasses shelf at
hartlauer ... an overall view ...
... and in detail showing the storage units.
sHoP rePort
Hartlauer optik Pur
umDAsch shop-concept 39

sHoP rePort
Hartlauer optik Pur
competition is good for business. In the ScS Optik Pur is located right next to its rival.
Ladies
Sunglasses
children
Cash desk
Sports/frameless/eyesight correction
is seen as such at the high-street locations. In the more compact
setting of a shopping centre, clearly recognisable individual
goods profiles are more important. that was – as already indicated
– the main reason for the development of optik pur.
It is pure coincidence that optik pur is thereby following the rapidly
growing trend in the fashion sector towards the differentiation
of concept, target group and product range. For that, as
Robert hartlauer confirmed in a conversation with shop aktuell,
was definitely not the intention behind the new concept develop-
Unisex
Accessories
An overview of the sub-divisions of the product range, use of space and function areas.
40 umDAsch shop-concept ShOP aktuell 104
ment.
Waiting area
Fitting tables
Umdasch as a professional partner
hearing studio
Workshop
Refraction Staff office
In the case of optik pur, umdasch shop-concept has proved
itself to be a professional partner both in concept development
and as shopfitter. the project was a typical case of store branding.
During a briefing, the professionals at hartlauer explained
their requirements to the umdasch shop-concept team (peter
Radner and Katharina ben salah, with the addition of Architekt

Fürst). During the process, area requirements were defined (comprising
sales area and side rooms for refraction, hearing aid
department, workshop), as well as the content and volume of the
product range, function requirements (also with reference to the
customer-orientation system), cI/cD factors, etc.
on the basis of the floor plan of the locations in the scs and plus
city, which were already known, umdasch drew up a function
plan with product-range sub-divisions, space-allocation concept,
sight-line planning and orientation concept. At the same
time the eye-catching fittings were developed: slightly rounded
shelving with horizontal slits for the delicate plastic frames. In the
wall area there are mirrors between the individual shelves, and in
the upper area image photos have been positioned; down below,
storage units provide important storage space. In the entrance
area the shelves form an elegant doorway. the unadorned modern
design is repeated in the fitting tables. the lighting concept
skilfully accentuates the product range. spotlights on tracks (on
ShOP aktuell 104
The function areas – including till area,
fitting tables, workshop, hearing studio
– have been well integrated into the
overall concept.
sHoP rePort
Hartlauer optik Pur
the walls), built-in down lights and lighting cylinders above the fitting
tables have all been employed. the shelving doorway at the
entrance is back-lit.
once the concept had been approved by hartlauer a number of
fine adjustments were made. After that, the first two branches
were fitted out. “the opening day was the most successful day in
the history of hartlauer optik!” was the comment after 16 April.
the new optik pur stores were invaded by the customers and
broke all opening records on the very first day.
umDAsch shop-concept 41

42 umDAsch shop-concept ShOP aktuell 104

The Palazzo Shoppes are a brandnew
shopping temple in Las Vegas.
They are directly linked with the
Grand canal Shoppes.
ShOP aktuell 104
text
Reinhard pender
As a shopping metropolis, san Francisco is by no means as well
known as new York, chicago or entertainment destinations such
as Los Angeles, orlando and Las Vegas. the most european of
all American big cities has, however, a number of unusual features
to offer. For example, the Westfield center on market street
is not only the largest shopping center west of the mississippi
but is also an unusual example of an inner-city project. It was
Powell Street
sHoPs & sHoPPInG
san Francisco/las Vegas
In San francisco,
in the Westfield
Shopping center on
Market Street and in
the shopping district
opposite surrounding
Union Square, you will
find virtually all the
leading addresses of
the American retail
scene.
In the shopping temples
of san Francisco and las
Vegas
We took the opportunity provided by our research for another “Laden-Dramaturgie LIVE!” (Shop
Dramaturgy LIVE!) seminar in Las Vegas to investigate a number of trends in shops and shopping in the
desert metropolis and in San francisco. We were particularly struck by the department stores with their
new profile, interesting segmentation and differentiation strategies and by the booming accessories shops.
elaborately renovated and considerably enlarged to the tune of
us$ 460 million in 2006 (more than 100,000 m² sales area, some
170 shops, its own spa and a 9-screen megaplex cinema). the
vast complex soars upwards over nine levels of interlinked terraces
(!! – hardly possible in europe). A number of architectural
details encourage the visitor to climb to unaccustomed heights:
broad malls which ascend like a staircase, vast domes,
umDAsch shop-concept 43

sHoPs & sHoPPInG
san Francisco/las Vegas
The terrace-like design
encourages the visitor to
the Westfield center to
head upwards – through
all nine levels.
Generously designed fashion avenues
characterise the layout of Nordstrom.
spiralling escalators. the West-coast flagship of Bloomingdales
and the second-largest nordstrom in America are the twin
anchors and provide two examples of department stores at their
very best. In between you will find all the familiar faces of the
American shopping-mall scene, but with very different concept
generations. particularly impressive is the design of Abercrombie
& Fitch. the fashionable American brand has no fewer than four
stores in the Westfield center; with Aber-
crombie & Fitch, Abercrombie, hollister and
Ruehl it provides a virtuoso demonstration
of the techniques of positioning and segmentation.
With striking façades, dramatic
lighting, first-class visual merchandising,
appropriate background music and perfectly
cast staff the shops appeal to all the senses.
A remarkable number of shops are devoted
to the subject of shoes and/ or accessories
– another powerful trend.
the district on the other side of market
street exhibits a succession of flagships.
union square provides a striking focal point.
tiffany, Williams-sonoma, Levi’s, nike town,
Armani, Zara, h&m, chanel, escada, Gucci,
Louis Vuitton ... everyone with something
further information in the
WWW:
www.westfield.com/sanfrancisco/
www.embarcaderocenter.com
www.simon.com
www.forumshops.com
www.thefashionshow.com
www.wynnlasvegas.com
www.theshoppesatthepalazzo.com
www.thegrandcanalshoppes.com
www.americasshoppingplaces.com
www.townsquarelasvegas.com
www.fashionoutletlasvegas.com
www.lasvegasoutletcenter.com
to say – or rather, something to sell – on the American/ global
retail scene (see section of town plan) can be found here. once
again it is the department stores which are particularly impressive,
including saks Fifth Avenue, Barneys new York and neiman
marcus. In crass contrast: just two blocks further on, the America
of the homeless characterises the appearance of the streets.
the elegantly designed crocker Galleria (near
montgomery station) and the open-plan embarcadero
center (near Ferry Building) seem to be
in a state of flux. the little centres surrounding
Fisherman’s Wharf – pier 39, Anchorage
shopping, the cannery and Ghirardelli square
– clearly concentrate on tourists. Large-scale
shopping centers outside san Francisco which
are worth mentioning include the Great mall in
milpitas, the stoneridge shopping center and
the napa premium outlets.
The lights never go out in Las Vegas
Eye-catching spiralling
escalators in the
Westfield center. They
lead to Nordstrom,
one of the two anchor
tenants.
It is in Las Vegas, rather than anywhere else in
the world, that every aspect of retail trends can
best be observed. Virtually all American and global
brands and retail brands can be found here,
44 umDAsch shop-concept ShOP aktuell 104

usually demonstrating the very latest concept generation.
equally varied is the range of types of business found here. the
curious european trend scout will find a wide range
of operations, from the classic shopping centre
via the open-air village-style shopping centre
to the themed mega-malls of the big
hotels, to vast Focs. even Wal-mart is
currently testing an environmentally
friendly store type under the name
he.5; it uses 45 % less energy
than the company’s normal
superstores. ultimately,
however, what makes
Las Vegas unique as
a mega-hub is the
perfect interlinking of
retail shopping with
entertainment and
gastronomy. that is
why these days only 40
% of the city’s revenues derive from
gambling. the desert metropolis has long since metamorphosed
into a trade-fair and congress centre. more than 50,000 visitors
attended Recon in mid-may, a global retail property fair on a similar
scale to euroshop. the city’s 140,000 hotel rooms provide the
capacity; by 2011 there will be another 40,000 additional rooms.
most of them will be located in the city center project directly on
the strip, where it is currently filling the gap between the hotels
ShOP aktuell 104
sHoPs & sHoPPInG
san Francisco/las Vegas
Always tops: The sensuously
designed world of Abercrombie &
fitch.
The trendiest shopping zone – with a sales area of more than 100,000 m² – extends from
Planet hollywood (Miracle Mile)/ Via Bellagio as far as the Wynn Esplanade and the
fashion Show Mall opposite.
WhERE
Las Vegas
reaches an
exclusive audience
of high-earning
professionals who
lead an active lifestyle
and have a passion for
the best Las Vegas has
to offer. every month,
there readers spend $171
million on retail and $141
million on dining, selections
they’ve chosen from the brand’s
exhaustive content.
hotels Bellagio, monte carlo and
new York new York.
Las Vegas 2008. With the trump International
(without casino!) and the palazzo, the city has
acquired two further mega-hotels; the “Wynn sister”
encore opens in late autumn. the Forum shops at caesars
palace are still the most attractive and dramaturgically the
most interesting shopping centre in Las Vegas – not only since
they were extended. they provide pure, unadulterated luxury; and
if you stroll on through the Wynn esplanade, the “shoppes at the
palazzo” provide a worthy continuation. From there, after crossing
an impressive palazzo, you have direct access to the “Grand
canal shoppes at the Venetian”. these three shopping temples
provide a truly breath-taking experience. It is crowned by
umDAsch shop-concept 45

sHoPs & sHoPPInG
san Francisco/las Vegas
The fashion department store of Neiman Marcus with
its meticulously styled luxury departments
the recently-opened Barneys new York, which has been positioned
between the palazzo and the Venetian and which can be
accessed from the strip as well as from the palazzo itself. this
fashion department store on three levels and with a sales area of
some 8,000 m² attracts customers with its generous architecture
and casual, light-hearted presentation.
Less successful is the re-design of the former Aladdin as the
planet hollywood Resort & casino. the shopping centre includes
some 170 stores and is now called “miracle mile shops”. the
façade has been extensively altered, but inside the Aladdin outfit
is still in evidence. A short distance out of town, near mccarran
International Airport, the town square is an open-air shopping
centre in the style of a village. It was designed primarily for locals.
It has an attractive mixture of branches and tenants. the Las
Vegas outlet center and the Las Vegas premium outlet shops
provide something resembling a local Foc. Almost an hour away
– but easily accessible by shuttle bus – lie the Fashion outlets of
Las Vegas in primm (on the border between nevada and california).
there is no doubt that the American retail scene also has to live
with a number of ups and downs. At all times, however, it has
served as a role model with regard to such disciplines as architecture,
staging, branding and visual merchandising. “Laden-
Dramaturgie LIVe!” with Dr. christian mikunda, the shop expedition
presented by the umdasch shop Academy, repeatedly takes
a look behind the scenes of the major and minor strategies. It will
46 umDAsch shop-concept ShOP aktuell 104

The brand-new flagship of Barney’s New York in Las Vegas
attracts customers with its spacious architecture and
delicate-looking furnishings. here, too, accessories play an
important part among the range of products on offer.
be heading back to Las Vegas from 18 to 21 october 2008 – a
good opportunity to experience it all live!
laden-dramaturgie lIVe!
(Shop Dramaturgy LIVE!)
Las Vegas – 18.10. – 21. 10. 2008
Shop expedition with Dr. christian Mikunda
and Mag. Denise Mikunda Schulz
from € 1,740 (excluding flight)
ShOP aktuell 104
As always, luxury
accessories are very
much in fashion. Seen
at cole haan, Niccolo
& Maffeo, coach and
Bottega Veneta in the
Wynn Esplanade and
the Palazzo in Las
Vegas.
retailer retailers & Brands in in den the shopping-tempeln
shopping temples
von of las las Vegas *) *)
Branchen Sector/Range / Sortimente
forum Shops
fashion Show
sHoPs & sHoPPInG
san Francisco/las Vegas
Women's Apparel
Ann Taylor x x x x x x x
Banana Republic x x x x x
BcBG Max Azria x x x x x x
bebe x x x x x
caché x x x x x
chico's x x x x
Gap x x x x x
J. crew x x x x
Lucky Brand Jeans x x x x x
Marciano x x x x x
Pacific Sunwear x x x x x
Quiksilver/Roxy x x x x x x
Victoria's Secret x x x x
White house Black Market
Men's Apparel
x x x x
Banana Republic x x x x x
Gap x x x x x
J. crew x x x x
Lucky Brand Jeans x x x x x
Pacific Sunwear x x x x x
Quiksilver/Roxy
children's Apparel & Toys
x x x x x x
Gymboree
health & Beauty
x x x x x
Bath & Body Works x x x x
Perfumania
Jewelry, Watches,
Eyewear & Accessories
x x x x x
fossil x x x x x x
Landau x x x x
Sunglass hut x x x x x
Swarovski x x x x
Ultra Diamonds
Luggage, handbags, Leather
x x x x
coach
Shoes
x x x x x
Aldo x x x x
cole haan x x x x
Journeys x x x x x x
Skechers x x x x x
The Walking company
Department Stores
x x x x x
Barneys New York x
Bloomingdale's home x
Dillard's x
Macy's x
Neiman Marcus x
Nordstrom x
Saks fifth Avenue x
*) es the handelt information sich um refers eine to Auswahl a selection von of einkaufszentren shopping centres in der in the Las Las Vegas Vegas Area. area. Aufgenommen We have listed wurden those jene retaiRetailerlers
and und brands Brands, which die in are mindestens represented vier in der at least genannten four of shopping-center the shopping centres vertreten as well sind as sowie all department alle Department stores.
stores. All information ohne Gewähr is supplied und without ohne Anspruch guarantee auf and Vollständigkeit. without any attempt Restaurants at completeness. und Food courts Restaurants sind nicht and enthal- Food
ten. courts erhebungszeitraum: are not included. the mai information 2008. copyright was obtained by shop during aktuell. may 2008. copyright by shop aktuell.
Palazzo Shoppes
Grand canal
Miracle Mile
Town Square
fashion Outlets
Outlet center
Premium Outlets
umDAsch shop-concept 47

sHoP eVents
design awards for Barneys, Zen, Globetrotter
Ein Highlight der EuroShop 2008 war
die vom EHI ausgerichtete EuroShop
RetailDesign Conference, die besonders
starken internationalen Zuspruch fand.
Unter der Moderation von John Ryan
(Retail Week) moderierten u. a. Ron Pompei,
Todd Reisz (OMA), Lewis Allen (Portland
Design), Rodney Fitch und Ramsay
Weatherford (Macy’s). Im Rahmen der
Veranstaltung wurden erstmals die Euro-
Shop Design Awards für global vorbildliche
Store-Konzepte vergeben. Die von
Helmut Neher (Umdasch-Vorstand), Christian
Kronsteiner (Umdasch Middle East)
und Günther Berger (Umdasch USA) lauditierten
Preisträger: Globetrotter Köln
(Shop Design von Architekt Moths, eingerichtet
von Umdasch Shop-Concept), ZEN
Department Store Bangkok (Shop Design
von Blocher Blocher Partners) und Barneys
NewYork für das Projekt in Dallas.
one highlight of the euroshop 2008
was the euroshop RetailDesign conference,
organised by the ehI. It appealed in
15. bis 17. Oktober 2009 in alpbach/tirol:
DIE KUnSt DER InSZEnIERUnG II
tHe art oF staGe ManaGeMent II
Schon jetzt sollten Sie sich den Termin
für ein absolutes Highlight im internationalen
Veranstaltungsprogramm der
Umdasch Shop Academy vormerken: Vom
Abend des 15. bis am Vormittag des 17.
Oktober 2009 wird im Tiroler Kongressdorf
Alpbach das Handels-Forum „Die Kunst
der Inszenierung II“ stattfinden. An Hand
von Disziplinen wie Kunst/Kultur/Wissenschaft/Forschung/Entertainment/Architektur,
aber auch aus dem Handel selbst,
werden prominente Referenten über Beispiele
erfolgreicher Inszenierungen berichten.
Moderiert wird diese außergewöhnliche
Veranstaltung von TW-Herausgeber
Peter Paul Polte, der bei der letzten Veranstaltung
dieser Art u. a. Claus Peymann
als Vortragenden begrüßen konnte. Das
detaillierte Programm für die „Die Kunst
der Inszenierung II“ wird Anfang 2009
bekannt gemacht.
particular to international visitors. presented
by John Ryan (Retail Week), it included
lectures by Ron pompei, todd Reisz
(omA), Lewis Allen (portland Design),
Rodney Fitch and Ramsay Weatherford
(macy’s) and others. Within the framework
of the event, the euroshop Design Awards
were presented for the first time in the field
of exemplary global store concepts. the
prizewinners honoured by helmut neher
You should be sure to make a note of
an absolute highlight in umdasch shop
Academy’s international event programme:
from the evening of 15 to the morning of
17 october 2009 the retail forum “the Art
of stage management II” will take place
in the Kongressdorf Alpbach in tyrol.
prominent lecturers will report on examples
of successful retail stage management
by making use of disciplines such as
art/ culture/ science/ research/ entertainment/
architecture, as well as referring to
the retail sector itself. this unusual event
will be presented by peter paul polte, the
publisher of the specialist publication textilwirtschaft
(tW). During the last event of
this kind he introduced speakers including
claus peymann. Details of the programme
for “the Art of stage management II” will
be published in early 2009.
Preisträger und (Umdasch-)
Laudatoren beim EuroShop
RetailDesign Award ’08.
Prizewinners and (Umdasch)
presenters at the EuroShop
RetailDesign Award ’08.
(umdasch Board), christian Kronsteiner
(umdasch middle east) and Günther
Berger (umdasch usA) were Globetrotter
cologne (shop Design by Architekt moths,
shopfitting by umdasch shop-concept),
Zen Department store Bangkok (shop
Design by Blocher Blocher partners) and
Barneys newYork for the project in Dallas.
Das idyllisch in der Tiroler Bergwelt gelegene
Kongressdorf Alpbach wird vom 15. bis 17. 10.
2009 Schauplatz von „Die Kunst der Inszenierung
II“ sein. Surrounded by the mountains of Tyrol, the
idyllic Kongressdorf Alpbach will provide the stage
for “The Art of Stage Management II” from 15 – 17
October 2009.
48 umDAsch shop-concept ShOP aktuell 104

Shopping-Center im Palais Pallavicini
shopping Centre in the Palais Pallavicini
Das altehrwürdige Palais Pallavicini
war stimmiger Schauplatz des 33. österr.
Umdasch Shop-Concept-Forums am
7. April 2008 in Wien. Unter dem Titel
„Die 72 Geheimnisse der Shopping-Center“
entführte ECE-Geschäftsführer Klaus
Striebich die mehr als 200 Besucher in
die Welt des Shopping-Center-Managements.
the venerable palais pallavicini in
Vienna provided an appropriate setting for
the 33rd Austrian umdasch shop-concept-
Forum on 7 April 2008. In line with the title
“Die 72 Geheimnisse der shopping-center”
(the 72 secrets of shopping centres),
ece managing Director Klaus striebich
transported more than 200 visitors into the
world of shopping centre management.
Umdasch shop academy focuses on
“the new Centre”
more than 20 events will fill the umdasch
shop Academy calendar this autumn. Austria,
Germany, switzerland, Italy, uK and
the usA provide the settings forthe various
events (see the calendar of events
on pages 50/51). An unusual and interesting
event will be held on 4 november 2008
in the umdasch shopshow in Amstetten.
the shop Academy will provide the setting
for the handelstag der Wirtschaftskammer
niederösterreich (Retail Day of the chamber
of commerce of Lower Austria); the
umdasch shop-concept Forum which
was originally planned for this date will be
integrated, so to speak, into the event. the
principal subject of the event is “the new
centre in Retail”. Dr. Ronald Barazon will
chair the event, and Dr. helene Karmasin
will give the principal lecture. Additional
ShOP aktuell 104
lectures and a stage discussion with representatives
of the retail trade will demonstrate
the opportunities available for medium-sized
retail stores.
the new seminar “Ladengestaltung
für praktiker” (practical shop Design)
has been specially designed to meet the
requirements of medium-sized retail businesses.
this practically-oriented seminar
shows various important building blocks
and aids in decision-making on the way
to successful shop design (store branding,
shop planning, shop design, shop systems,
visual merchandising, shop lighting, international
trends). the panel of lecturers has
been assembled from among umdasch
shopfitting Group experts who operate in
the international field. the first seminar is
sHoP eVents
Klaus Striebich bot in altehrwürdigem Rahmen ein brandaktuelles Thema. Klaus Striebich
presented an up-to-date subject in a historic setting.
on 10 september in oberentfelden; further
dates include 7 october (Amstetten) and
23 october (neidenstein).
For all those who find the way to Las
Vegas on the travel expedition “Laden-
Dramaturgie LIVe!” (18 – 21 october) too
arduous, there will be an opportunity to
attend Laden-Dramaturgie LIVe&KompAKt
(shop Dramaturgy Live and compact), the
concise version of this popular seminar, on
19/20 september 2008 in Vienna with Dr.
christian mikunda. In 2009 “Laden-Dramaturgie
LIVe!” will be focussing on tokyo
17 – 20 may). preliminary research is
already under way.
Günther Berger, Anton
Gassner, Andreas
Küssner, Alfred Leitl, Max
Wöss and Mathias Seiler
are the lecturers and
presenters of the new
seminar“Laden-
gestaltung für Praktiker”
(Practical Shop Design).
umDAsch shop-concept 49

BooKs BüCHER
Calendar KalEnDER
neue Bücher new Books (German editions)
chRISTIAN SchEIER, DIRK hELD
WAS MARKEN ERfOLGREIch
MAchT
Brauchen wir wirklich ein weiteres Buch zum thema
marke? Die Autoren dieser neuerscheinung bejahen vehement.
Während die gängigen markenmodelle nur das
„Was“ erfolgreicher marken erklären, gehen die beiden
psychologen einen entscheidenden schritt weiter und
begründen das „Wie“ und „Warum“ der Anziehungskraft
starker Brands.
Rudolf haufe Verlag, Ludwigsburg
2008, 234 Seiten, ISBN 978-3-448-08610-2
29,80 €
GERRIT hEINEMANN
MULTI-chANNEL-hANDEL
Das World-Wide-Web ist erwachsen geworden, der online-handel
boomt. eine entwicklung, die multi-channel-Retailing
zum top-thema macht. Dieses Buch erläutert
systematisch erfolgsfaktoren, Best practices
und zu guter letzt auch die Frage, wie sich multi-channel
rechnet.
Gabler Verlag, Wiesbaden
2008, 215 Seiten, ISBN 978-3-8349-0789-9
29,90 €
Event-Kalender Calendar of events*
BDIA – BUND DEUTSchER INNENARchITEKTEN
(hRSG.)
hANDBUch INNENARchITEKTUR
2008/09
ein harmonisches Raumkonzept verbindet technische
und emotionsgeladene Details. Das jährlich erscheinende
handbuch präsentiert 20 projekte, die solche
Konzepte erfolgreich umsetzen. Der Leser erhält einen
Überblick über aktuelle trends und entwicklungen
in der Innenarchitektur, die auch Impulsgeber für den
handel sein können.
callwey, München
2008, 200 Seiten, ISBN 978-3-7667-1742-9
29,95 €; 50,90 Sfr
J. ZENTES, D. MORSchETT, J. KREBS
hANDELSMONITOR 2008 -
DIE NEUE MITTE
Die totgeredete mitte erlebt ihr comeback. Der handelsmonitor
2008 diskutiert das breite spektrum an einflussfaktoren
dieses phänomens. Im Anschluss lüftet das
Werk anhand zahlreicher Beispiele auf sortiments-, produkt-
und handelsformat-ebene das erfolgsrezept der
neuen mitte. Verfeinerte, verbesserte Geschäftsmodelle
und eine klare positionierung sind wichtige Zutaten.
Deutscher fachverlag, frankfurt am Main
2008, 193 Seiten, ISBN 978-3-86641-113-5
198 €
Date Location event type information
3. – 5. 9. 2008 Seattle International Retail Design Coference Design Conference www.irdconline.com
10. 9. 2008 Oberentfelden Ladengestaltung für Praktiker Eintagesseminar, Andreas Küssner www.umdasch-shop-concept.com
11./12. 9. 2008 Zürich 58th International Retail Summit Handelstagung (English and French
simultaneous translation)
www.gdi.ch
16./17. 9. 2008 Köln Store Planning + Design Konferenz www.ehi.org
16. – 18. 9. 2008 Mumbai India Retail Forum 2008 Einzelhandelskongress Retail Congress www.indiaretailforum.in
17. 9. 2008 Oberentfelden Der erste Eindruck zählt Eintagesseminar, Margrit Lipczinsky www.umdasch-shop-concept.com
18./19. 9. 2008 Berlin German Council Congress Shopping-Center-Kongress www.gcsc.de
19./20. 9. 2008 Wien Laden-Dramaturige Live&Kompakt! Shop-Expedition, Dr. Christian Mikunda www.umdasch-shop-concept.com
23. 9. 2008 Renens Ladendiebstahl LIVE! (franz.) Séminaire d´un jour, Jürgen Schmidt www.umdasch-shop-concept.com
24./25. 9. 2008 Verona Store Branding (italienisch) Seminario della durata di un giorno,
Gerhard Lipp
www.umdasch-shop-concept.com
30. 29. - 9. 30. 2008 9. 2008 Düsseldorf Berlin Mehr Luxury Ertrag Summit auf gleicher Fläche Eintagesseminar, Mode-Kongress Christian Göggerle www.umdasch-shop-concept.com
www.twnetwork.de
7. 30. 10. 9. 2008 Amstetten Düsseldorf Ladengestaltung Mehr Ertrag auf gleicher für Praktiker Fläche Eintagesseminar, Markus Christian Wöss Göggerle www.umdasch-shop-concept.com
7. 10. 2008 Neidenstein Amstetten Visual Ladengestaltung Merchandising für Praktiker für Praktiker Eintagesseminar, Irmgard Markus Wöss Heyd www.umdasch-shop-concept.com
8. 7. 10. 2008 Bozen Neidenstein Mehr Visual Ertrag Merchandising auf gleicher für Fläche Praktiker Eintagesseminar, Markus Irmgard Haslinger Heyd www.umdasch-shop-concept.com
13./14. 8. 10. 2008 10. 2008 London Bozen European Mehr Ertrag Outlet auf gleicher SeminarFläche ICSC Eintagesseminar, Seminar Markus Haslinger www.icsc.org
www.umdasch-shop-concept.com
14. 13./14. 10. 2008 10. 2008 Amstetten London Visual European Merchandising Outlet Seminar für Praktiker Eintagesseminar, ICSC Seminar Irmgard Heyd www.umdasch-shop-concept.com
www.icsc.org
14. 10. 2008 Düsseldorf Amstetten Umdasch Visual Merchandising Shop-Concept-Forum für Praktiker Fachvortrag, Eintagesseminar, Uwe Irmgard SeibickeHeyd www.umdasch-shop-concept.com
14. – 10. 16. 2008 20. 2008 Macao Düsseldorf Asia Umdasch ExpoShop-Concept-Forum Global Fachvortrag, Retail Event Uwe Seibicke www.icsc.org
www.umdasch-shop-concept.com
18. 14. – 16. 21. 10. 2008 Las Macao Vegas Laden-Dramaturgie Asia Expo LIVE! Shop-Expedition, Global Retail Event Dr. Christian Mikunda www.umdasch-shop-concept.com
www.icsc.org
21. 18. 10. – 21. 2008 10. 2008 Amstetten Las Vegas Ladendiebstahl Laden-Dramaturgie LIVE! LIVE! Eintagesseminar, Shop-Expedition, Alfred Dr. Christian Fuchsgruber Mikunda www.umdasch-shop-concept.com
50 umDAsch shop-concept ShOP aktuell 104

ROBERT MISIK
DAS KULT-BUch – GLANZ UND
ELEND DER KOMMERZKULTUR
Robert misik thematisiert in diesem Buch, dass Güter
mehr und mehr auf Grund ihrer Images konsumiert
werden und der Gebrauchswert zur nebensache
verkommt. mit Ware wird ein stück Identität gekauft.
Kurz gesagt: es handelt sich hier um eine pointierte
Bestandsaufnahme des Lifestyle-Kapitalismus in
schillernde Aufmachung und ebenso schillernden titel
verpackt.
Aufbau Verlagsgruppe, Berlin
2007, 199 Seiten, ISBN 978-3-351-02651-6
19,95 €; 38,60 Sfr
DOMINIc SAchER
ShOPLEUchTEN – GUTES LIchT
füR DEN EINZELhANDEL
Dominic sacher, erfahrener Lichtplaner und Leuchtendesigner,
erklärt in diesem Buch verschiedene effekte
und Formen der shopbeleuchtung. Zur Veranschaulichung
werden gelungene Lichtinszenierungen
unterschiedlicher Branchen, von textil über Buch bis
Kosmetik, gezeigt. exkurse zu spezialthemen (Visual
merchandising, messung, Wartung&effizienz u. a.) runden
das Werk ab.
DZA-Verlag, Altenburg
2008, 164 Seiten, ISBN 978-3-936300-46-8
39 €
Date Location event type information
23. 21. 10. 2008 Neidenstein Amstetten Ladengestaltung Ladendiebstahl LIVE! für Praktiker Eintagesseminar Eintagesseminar, Alfred Fuchsgruber www.umdasch-shop-concept.com
28./29. 23. 10. 2008 10. 2008 Köln Neidenstein Energiemanagement Ladengestaltung für Praktiker im Einzelhandel Konferenz Eintagesseminar www.ehi.org
www.umdasch-shop-concept.com
30. 28./29. 10. 2008 10. 2008 Oberentfelden Köln Ladendiebstahl Energiemanagement LIVE! im Einzelhandel Eintagesseminar, Konferenz Alfred Fuchsgruber www.umdasch-shop-concept.com
www.ehi.org
3. 30. 11. 10. 2008 Zürich Oberentfelden Umdasch Ladendiebstahl Shop-Concept-Forum LIVE! Fachvortrag, Eintagesseminar, Dr. David Alfred Bosshart Fuchsgruber www.umdasch-shop-concept.com
3. 11. 2008 Zürich Umdasch Shop-Concept-Forum Fachvortrag, Dr. David Bosshart www.umdasch-shop-concept.com
4. 11. 2008 Amstetten „Die Neue Mitte im Handel“ Handelstag WKNÖ
www.wko.at/handel
www.umdasch-shop-concept.com
4. 11. 2008 Amstetten „Die Neue Mitte im Handel“ Handelstag WKNÖ
5./6. 11. 2008 Düsseldorf Modehandelskongress Kongress www.bte.de www.wko.at/handel
11./12. 5./6. 11. 11. 2008 2008 Berlin Düsseldorf Deutscher Modehandelskongress Handelskongress 2008 Kongress www.handelskongress.de
www.bte.de
13. 11./12. 11. 2008 11. 2008 London Berlin Umdasch Deutscher Shop-Concept-Forum Handelskongress 2008 (engl.) Specialist Kongress Lecture www.umdasch-shop-concept.com
www.handelskongress.de
10. 13. 11. 2008 Lausanne London Umdasch Shop-Concept-Forum (frz.) Conférence, Specialist Lecture Tobias Humpert www.umdasch-shop-concept.com
www.umdasch-shop-concept.com
19. 10. – 11. 21. 2008 11. 2008 Cannes Lausanne MAPIC Umdasch Shop-Concept-Forum Retail Conférence, Real Estate Tobias Fair Humpert www.mapic.com
www.umdasch-shop-concept.com
20./21. 19. – 21. 11. 11. 2008 München Cannes World MAPICMarketing & Sales Forum Marketing-Kongress Retail Real Estate Fair www.hsmglobal.com
www.mapic.com
25./26. 20./21. 11. 2008 Köln München „Gefährdete World Marketing Liebschaften“ & Sales Forum Fachkongress Marketing-Kongress Marketing www.ehi.org
www.hsmglobal.com
2. 25./26. 12. 2008 11. 2008 Kelkheim Köln Trendreport „Gefährdete 2008 Liebschaften“ (Horx) Afterwork-Seminar Fachkongress Marketing www.zukunftsinstitut.de
www.ehi.org
10. 2. 12. – 2008 12. 2. 2009 Düsseldorf Kelkheim EuroCIS Trendreport 2008 (Horx) Trade Afterwork-Seminar Fair for IT in Retail www.eurocis.com
www.zukunftsinstitut.de
23. 10. – 25. 12. 3. 2. 2009 Las Düsseldorf Vegas GlobalShop EuroCIS Retail Trade Design Fair for and IT in In-Store Retail Marketing Fair www.globalshop.org
www.eurocis.com
17. 23. – 20. 25. 5. 3. 2009 Tokio Las Vegas Laden-Dramaturgie GlobalShop LIVE! Shop-Expedition, Retail Design and In-Store Dr. Christian Marketing Mikunda Fair www.umdasch-shop-concept.com
www.globalshop.org
17. – 20. 5. 2009
15 – 17. 10. 2009
15. – 17. 10. 2009
26. 2. – 2. 3. 2011
Tokio
Alpbach/Tirol
Alpbach/Tirol
Düsseldorf
Laden-Dramaturgie LIVE!
„Die Kunst der Inszenierung II“
„Die Kunst der Inszenierung II“
EuroShop
Handels-Forum
Shop-Expedition, Dr. Christian Mikunda
(English simultaneous translation)
Handels-Forum
The (English Global simultaneous Trade Fair translation)
www.umdasch-shop-concept.com
www.umdasch-shop-concept.com
www.umdasch-shop-concept.com
www.euroshop.de
26. 2. – 2. 3. 2011 Düsseldorf EuroShop The Global Trade * the event Fair information is supplied www.euroshop.de
in the language of the event.
ShOP aktuell 104
JENNIfER hUDSON
RESTROOM- ZEITGENöSSISchES
TOILETTENDESIGN
Lange Zeit unterschätzt, werden gepflegte toilettenanlagen
heute als wichtiger Wohlfühlfaktor in öffentlichen
Räumen erkannt. Dies gilt insbesondere auch für
Geschäfte und shopping-center. Jennifer hudson geht
auf entdeckungsreise und stellt 45 toiletten-Designs
aus der ganzen Welt vor, gestaltet von bekannten Architekten
und Designern.
avedition, Ludwigsburg
2008, 192 Seiten, ISBN 978-3-89986-100-6
39 €; 66 Sfr
(German/english editions)
PETER ZEc (EDITOR)
RED DOT DESIGN YEARBOOK
2008/2009 VOL. 1, 2
the jury of the “red dot design awards” selects the most
interesting and exciting design projects. And the winners
2008 are… listed in the yearbook for the first time in two
volumes. Vol. 1 “Living” presents products for a more
attractive life at home. Vol. 2 “Doing” shows innovative
designs for a stylish lifestyle in the age of communication.
avedition, Ludwigsburg
2008, 2 volumes, 892 pages
ISBN 978-3-89939-096-4
88 €, 139 $, 140 Sfr
BüCHER BooKs
KalEnDER Calendar
* the event information is supplied in the language of the event.
umDAsch shop-concept 51

Der Auftritt der Umdasch
Shopfitting Group an der EuroShop
2008 in Düsseldorf beeindruckte
die Messebesucher aus aller Welt.
Unter dem Motto tasteandstyle
standen Emotionen und
Produktinnovationen im
Vordergrund der Präsentation.
The Umdasch Shopfitting Group
presentation at the EuroShop 2008
in Düsseldorf impressed trade-fair
visitors from all over the world.
Emotions and product innovations
were at the forefront of the
presentation under the motto
tasteandstyle .
Umdasch Shop-concept Gmbh
A-3300 Amstetten
tel. +43 7472 605-0, Fax 63487
usca@umdasch.com
Umdasch Shop-concept AG
ch-5036 oberentfelden
tel. +41 62 7372525, Fax 7372550
usco@umdasch.com
Umdasch Shop-concept Gmbh
D-74933 neidenstein
tel. +49 7263 401-0, Fax 401-145
uscn@umdasch.com
WWW.UMDASch-ShOP-cONcEPT.cOM
Member of the Umdasch Shopfitting Group
Umdasch Shop-concept SAS
F-91160 champlan
tel. +33 1 60491840, Fax 60491841
uscf@umdasch.com
Umdasch Shop-concept Ltd.
GB-oxford oX4 1LF
tel. +44 1865 207800, Fax 207801
uscuk@umdasch.com
Umdasch Shop-concept Ltd.
IRL-Drogheda
tel. +353 871 200 184, Fax 41 686 1634
uscir@umdasch.com
Umdasch Shop-concept S.r.l.
I-39055 pineta di Laives (BZ)
tel. +39 0471 958700, Fax 958777
uscbz@umdasch.com
Umdasch Shop-concept Gmbh
nL-7556 Bn hengelo (ov.)
tel. +31 74 2467360, Fax 2504423
uscnl@umdasch.com
Umdasch Shop-concept spol. s r.o.
cZ-37001 České Budějovice
tel. +420 387022011, Fax 7022013
budweis@umdasch.com
Umdasch Shop-concept L.L.c
uAe-Dubai
tel. +971 4 3618462, Fax 3618335
uscme@umdasch.com
Shopconsult by Umdasch Gmbh
A-3300 Amstetten
tel. +43 7472 605-0, Fax 605-3500
consult@umdasch.com
umdasch shop-concept and the umdasch shopfitting Group are also available in the following planning and sales offices as well as at the following locations (selection). Austria: Vienna, traun/
st. martin, Innsbruck, Klagenfurt. switzerland: münsingen (Berne), Renens (Lausanne). Germany: hamburg, oberhausen, monheim, Bad hersfeld, Bamberg, hofheim/Wildsachsen. netherlands:
Delft. France: claix/Grenoble. Italy: parma, milan, Roncadelle. spain: madrid. sweden: Gothenborg. norway: oslo, stavanger. slovenia: slovenska Bistrica. croatia: Zagreb. serbia: Belgrade.
poland: Warsaw. Russia: moscow. Greece: Athens. Israel: tel Aviv. saudi Arabia: Jeddah. canada: toronto. usA: new York, newport Beach/cA. And wherever else your business takes you!
www.umdasch.com • www.umdasch-shop-concept.com • www.assmann.at • www.jonas-shop.com • www.shopconsult.at