In today’s retail landscape, digital infrastructure, architecture, and data are increasingly interwoven. Technology contributes directly to how spaces look, how they perform, and how they are managed. The speed at which new solutions are evolving becomes evident when looking at the range of innovations presented across both fairs.
In an iSession, umdasch The Store Makers provided a detailed perspective on how these technologies are already being translated into real applications across store networks and real estate portfolios.
Displays and Communicating Surfaces
Display technologies are developing into fully integrated architectural elements. A striking example comes from the so-called “texture LED” solutions presented by manufacturers such as Unilumin. These systems combine COB or MicroLED panels with nano-optical coatings that allow the surface to carry materials such as marble, concrete, or wood. The display becomes part of the interior design and only reveals its digital layer when content is activated.
This approach allows retailers to embed storytelling directly into walls, pillars, or furniture. A column can appear as natural stone and instantly transform into a dynamic communication surface. For developers and landlords, this opens up new flexibility in leasing concepts, since spaces can be reprogrammed visually without structural interventions.
Further developments in display formats reinforce this integration. Manufacturers such as Samsung, LG, and increasingly also Hisense are offering special-size screens, special shape LED displays or custom architectural media facades screens that follow architectural geometries. These displays are based on modular, flexible technologies designed to bend, wrap, or conform to non-standard building structures.
Transparent OLED and LED solutions enable shop windows to carry digital content while maintaining up to 90 percent transparency in LED variants. This allows storefronts to act as active communication layers that connect interior experience with the public realm.
Energy as a Design Parameter
Advances in LED technology also translate into measurable improvements in energy performance. Depending on the technology, power consumption ranges from around 250 to over 900 watts for traditional SMD LEDs, while COB and MicroLED solutions operate significantly more efficiently, often between 100 and 250 watts. Reduced heat generation further contributes to a more stable indoor climate and lowers cooling requirements.
E-paper solutions expand the spectrum of energy-efficient communication. Suppliers such as Solum have introduced full-color displays in formats up to 32 inches that require energy only when content changes. In combination with integrated solar panels, as seen in new digital signage totems, these systems can operate autonomously for extended periods. This makes them particularly relevant for semi-outdoor retail areas, where flexible placement and low maintenance are key.
For retail real estate, these technologies provide a way to integrate digital communication while supporting sustainability targets and reducing operational costs.
Managing Complexity Through Data
As digital infrastructure expands across multiple locations, operational control becomes a central requirement. Platforms such as the cloud-based monitoring solution by NovaStar enable detailed tracking of every installed LED module. Retailers can monitor temperature, energy consumption, and operational status in real time and identify potential issues before they affect performance.
This level of transparency supports predictive maintenance and ensures that large-scale rollouts remain stable over time. It also allows retailers to manage content and hardware across entire store networks from a single interface, creating consistency in brand communication while reducing operational complexity.
Creating Spatial Experiences
Technological innovation is increasingly shaping the atmosphere of retail spaces. Three-dimensional displays, for example those presented by Samsung, create depth effects with minimal installation depth by combining LED panels with optical films. Products and visuals appear to extend into the space, capturing attention and enhancing perception.
Kinetic LED systems as shown by Leeman add another dimension by introducing movement into façades or interior installations. These systems physically transform, allowing content to evolve in three dimensions and creating highly dynamic visual moments at the point of sale.
Immersive audio concepts further extend this spatial experience. Technologies demonstrated at ISE allow sound to be positioned as objects within a space. A customer moving from a sports area to an outdoor section can experience a subtle transition from rhythmic sound elements to natural ambient noises such as wind or forest sounds. This creates an emotional layer that complements the visual environment and strengthens thematic storytelling.
Interaction as a Source of Insight
Interactive technologies are becoming an integral part of store environments. Solutions such as “Lift & Learn” systems by Nexmosphere connect physical product interaction with digital content. When a customer picks up an item, additional information is automatically displayed, enabling deeper engagement at the point of sale.
Large LED walls equipped with touch sensors allow customers to navigate content directly, transforming displays into interactive interfaces. AI-driven avatars, such as those presented by Hypervsn, add another layer of communication by responding to spoken questions in multiple languages and guiding customers through product or brand information.
These interactions generate valuable data on customer preferences and behavior. Retailers can analyze which products attract attention, how long customers engage with content, and how they move through the space. This creates a data foundation that supports continuous optimization of store layouts and assortments.
Expanding Access to Innovation
The competitive landscape in display technology is evolving rapidly. Companies such as TCL are entering the professional display segment with strong manufacturing capabilities and competitive pricing. Partnerships, including collaborations with established players like Sony, are accelerating this development.
For retailers, this results in greater accessibility to advanced technologies and enables broader rollouts beyond flagship locations. Digital experiences can be implemented across entire store networks, supporting consistent brand positioning and enhancing everyday shopping environments.
Integrating Systems Into a Retail Ecosystem
The presentation by umdasch The Store Makers illustrated how these technologies can be combined into a cohesive system. Their concept connected large-scale LED installations, interactive applications, and data platforms into a unified environment.
The integration of content management, analytics, and rollout tracking allows retailers to oversee complex store networks from a central platform. At the same time, sensor-based applications and interactive touchpoints create engaging in-store experiences. This combination of operational control and customer engagement defines a new level of retail performance.
Towards Adaptive Retail Environments
Retail spaces are developing into environments that continuously adapt to changing requirements. Technology shapes how spaces communicate, how they respond to customers, and how they are managed over time.
For retail real estate, this development highlights the importance of integrating digital infrastructure into the planning process. Spaces designed with connectivity and flexibility in mind can support evolving retail concepts and increase long-term asset value.
For retailers, these technologies provide tools to create engaging environments, optimize operations, and respond dynamically to customer behavior. The store becomes a connected system in which architecture, technology, and data work together to define the next stage of physical retail.
