ERDA 2020: Shopping in Dumbledore’s collection
Cologne/Düsseldorf, 17 February 2020
EHI and Messe Düsseldorf presented the EuroShop RetailDesign Awards 2020 (ERDA) at EuroShop in Düsseldorf yesterday. The most compelling store concepts came from Switzerland, Spain and Great Britain: Fooby Lausanne Bel-Air in Lausanne, Spar Market Puerto Rico in Mogán (Gran Canaria), and The Making of Harry Potter in Leavesden. To select the winners from among the 73 competitors from 22 countries, the jury evaluated the successful interplay of store architecture, colours, materials, lighting and visual merchandising as well as the implementation of a clear message about the product range and a direct appeal to customers.
Fooby Lausanne Bel-Air, Lausanne: A theatre of the senses
Swiss cooperative Coop’s online food community has its own 1,000-sqm store now: Fooby Lausanne. A former theatre serves as a continuation of the online platform in the form of a store, and it sets the stage for high-quality regional and sustainably produced products. The food can be experienced with all five senses. Across all three floors, experts give advice and offer culinary highlights – the concept store is a convenience shop and manufactory rolled into one. The materials concept supports the Fooby brand in terms of both form and colour and flawlessly harmonises with the historical architecture. Black, white and real wood form the foundation and set the stage for the products. The majority of the frames, shelves, tables, racks and panelling/trim are made of light-coloured wood which best reflects the freshness, liveliness and warmth of Fooby. White and green tiling represents artisanal production, sustainability and health.
Spar Market Puerto Rico, Mogàn: Traditional market meets modern retail store
The new Spar store occupies a 2,000-sqm space with a large range of products that features fresh regional products in particular. The atmosphere of a traditional market is skilfully combined with that of a modern retail store. The company’s characteristic colours, combined with black and warm materials like wood, create a modern look and highlight individual departments. At the heart of the supermarket are refrigerated walk-in rooms for beer, wine and cheese, which are also used to offer tastings. Graphically understated, illuminated lettering above the individual rooms helps customers orientate themselves. Suspended ceilings, such as a green light installation on the beer room’s ceiling, as well as illustrations on the walls and glass doors provide an interesting decorative backdrop for the products.
The Making of Harry Potter, Leavesden: The magical interior of Hogwarts
“The Making of Harry Potter” takes full advantage of the magical ambience of the world-famous school for witchcraft and wizardry. The area featuring shops and cafés in the Warner Bros. Studios comprises 836 sqm. Original film sets, a mix of colours, film props and antiques create an authentic, direct experience for visitors to the store. The “Dark Arts” area with its nearly 5-metre-high original glass window from the film, the wand shop inspired by Garrick Ollivander’s shop, world-famous school headmaster Albus Dumbledore’s collection featuring the model solar system from Hogwarts' Astronomy Tower – all eleven areas of the store celebrate the opulent world of the Harry Potter films. Fantastic books, objects containing the “trapped souls” of witches and wizards, and magic wands provide the backdrop for the products, some of which can be personalised. For example, names can be embroidered onto wizard’s robes, and there is an engraving service for selected products.
EHI is a research, training and consultancy institute for the retail industry and its partners. It has some 80 employees. The international EHI network encompasses some 800 member companies from the retail business and the consumer goods and capital goods industries. EHI was founded in 1951. President is Kurt Jox, the Managing Director is Michael Gerling. GS1 Germany, a joint subsidiary of EHI (50%) and Markenverband (the Brand Association, 50%), coordinates the assignment of Global Trading Item Number (GTIN, formerly EAN) in Germany. In cooperation with EHI, Messe Düsseldorf organises EuroShop, the world’s leading capital goods fair for the retail business, and EuroCIS, where the latest products, solutions and trends in IT and security technology are presented as well as C-star for the Asian retail market.
About Messe Düsseldorf (Shanghai) Co., Ltd.
Established in 2009, Messe Düsseldorf (Shanghai) Co., Ltd. (MDS) is a subsidiary of Messe Düsseldorf GmbH, one of the world’s top 5 exhibition organizers. MDS is committed to introducing world’s No. 1 trade fairs to China and to providing Chinese and international customers with superior exhibition services. MDS is successfully holding more than 20 leading trade fairs and conferences in China, covering the industries of printing, packaging, wire and tube, plastics, medical devices, retail, safety and health, wine & spirits and caravanning. MDS runs branch offices in Shanghai and Beijing with a workforce of some 70 full time employees. The worldwide outbound exhibition business (trade shows in Düsseldorf, Germany and other leading Messe Düsseldorf Global Shows) is organized by Messe Düsseldorf China Ltd. (MDC), serving Chinese exhibitors and visitors with superior customer service from its Hong Kong branch office. Find out more at www.mds.cn.