Shopping centers, retailers, towns, and local districts can enthuse and motivate their visitors and customers by making an impression with decorations and settings around seasonal holidays. In a new event format to be held over several days, the “Premium” business program will discuss the kinds of things that are possible and, indeed, necessary to achieving this in the future.
A key feature of Christmasworld, to be held from January 27 to 31, 2017 in Frankfurt am Main, Germany, the “Premium” program enables international sector experts in the field of decorative concepts for retail companies, shopping centers, local districts, towns, and cities to make contact with innovative designers and decoration agency consultants.
This exclusive sector rendezvous, with its lectures workshops, and international networking opportunities, will take place this time at the Premium Lounge, Hall 11.0. It will have direct relevance to the product ranges on offer at this leading international trade fair for festive and seasonal decoration, with all its innovative lighting ideas and trends.
The German Council of Shopping Centers (GCSC) and the Federal German Association of Town and City Marketing (Bundesvereinigung City- und Stadtmarketing Deutschland e. V. – bcsd) are event partners. They will each organize a themed day, which pick up on some of the major interests in the sector.
Two theme days
Friday January 27, 2017 is all about the GCSC’s concerns. Trend watcher and futurologist Richard van Hooijdonk will examine the mega-trends that will change purchasing behaviors over the next couple of decades and thus have a crucial impact on business in his visionary lecture “Retail Trends 2030.”
Monday, January 30, 2017 is being organized by the bcsd. In his talk, “Your town—your people,” Stefan Suchanek, lecturer in Visual Rhetoric and Staged Settings in Munich, will
provide inspiration for sensuous and sensible scenarios in urban contexts. In the workshop immediately afterwards, which will be certificated, he will examine in greater detail how findings in evolutionary biology and neurological research can be useful in the successful staging of scenarios in towns and shopping malls.
Brave new world: feelings give a real boost to business
What does all this decorative effort really bring? While in this digital age, people’s everyday lives are increasingly shifting into the virtual realm, there is a growing yearning for primordial experiences and real sensations.
A person cannot get authentic experiences at the click of a mouse button. So people jog, climb, cycle; they sew, cook and garden. Nature is fashionable. Cities need to be greener. More personal. More human. Concrete specifics are set against diffuse generalities. And this is a trend that both the retail trade and the municipal authorities can use very much to their advantage.
“If you want people to feel comfortable in towns, shopping centers and shops, you must create emotional appeal,” says Stefan Suchanek, retail designer and lecturer in visual rhetoric and staged settings.
Research on the human brain has shown that the memory retains positive experiences better and we need to ensure that people have good feelings like that, he suggests. It is no longer simply about having a product on the shelves. Products have to be set in the right lighting and contextualized in such a way as to stimulate emotions. Product displays must contain these elements in some way.
“But the design not only needs to be attractive, it must unleash something else—namely pleasure or joy,” so Suchanek. In specifically practical terms, this means that it must appeal to people’s senses—and to as many of them at once as possible. People need to smell, hear, see, and feel.