Analogue, digital, collegial: Behind the scenes at Umdasch Shopfitting
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“Love digital, love analogue” Dear reader, Since 1868, Umdasch has been building successful stores of all sizes. In the process, we have learned that only those who constantly reinvent themselves can thrive commercially. At the 2017 EuroShop trade fair we will show you how classic analogue shop fitting and digital features can be combined into a successful whole. With this issue of shops we focus on the people behind these exciting solutions – people working hands-on and with complete dedication, whether at the drawing board or PC, operating a machine or carrying out an installation. After about three years, by the way, the magazine has a new face: contemporary in its design and more attractive than ever in its contents. Shops spoke with Gunter Dueck, former head of development at IBM, about highspeed d evelopments, management failures and the opportunities of digi talisation. In this issue’s shop-fitting stories, we describe the presentation of the trendy cosmetics brand NYX – Professional Makeup, whose development process was accompanied at every turn by Umdasch Shopfitting’s General Contracting Team. We also address the revival
of health-food stores, which have dusted themselves off and become true h ealth centres. Our Digital Retail section is devoted this time to the newest product of Umdasch’s innovation division: live Customer Frequency Analysis – using the example of the new Q 6 Q 7 city quarter in Mannheim. Our Gallery returns to the locations of our latest proj ects, from Vienna to Dubai and from Munich to London; accompanied by beautiful photos, our “making of ” sequences give you insights into our working methods and describe the people behind the ideas, concepts and solutions. Naturally, there is one thing that should not be missing at the EuroShop 2017: the Umdasch Shop fitting exhibition stand. On page 10, we give you a foretaste of our visionary store inspirations, before the curtain goes up – literally – in Dusseldorf be tween the 5th and 9th of March. We look forward to greeting you at our stand in Hall 12, D 53. Sincerely,
Photo source: Robert Faldner
Petra Böttinger-Barth
EDITOR-IN-CHIEF PETRA.BARTH@UMDASCH-SHOPFITTING.COM
shops 118 — Table of Contents
Table of Contents
03
E D I T O R I A L
06
The world’s best shop fitting.
State of the art booth Every three years the trade scene meets at the leading trade fair, in Dusseldorf. Umdasch has shaped the event since 1966, when EuroShop was born.
The idealist He was a manager at IBM, and a math professor. Gunter Dueck may now have retired, but he’s not shy: He has a lot to say, in shops, too.
G E N E R A L C O N T R A C T I N G
22
shops Editor-in-Chief Petra Böttinger-Barth.
I N T E R V I E W
18
all the trades work together like a charm.
5 0 Y E A R S O F E U R O S H O P
14
When Umdasch is the general contractor,
N E W S & FA C T S
08
18
General Contracting
Everyone working like clockwork Shop fitting as a holistic act: shops has met two timekeepers on the job.
P L A N N I N G C O M P E T E N C E
All things green Ehrhardt has been named “Health Food Store of the Year, 2017.” And its showcase store was designed by Umdasch. It’s not the first time.
14
Interview A conversation with best-selling author, mathematician, and phi losopher Gunter Dueck.
4 — 5
Planning competence The Ehrhardts have repositioned their business with Umdasch. The result: “Health store of the year 2017.”
22
28
S H O W C A S E S
50
Retail can be so fine! Selected projects from the company Umdasch.
D I G I T A L R E T A I L
The third eye Businesses want to know as much as possible about their customers. Umdasch Digital’s customer frequency analysis has the answers – as we see with Q 6 Q 7.
52
G U E S T C O M M E N T A R Y
“Making sure things are exactly right” Entrepreneur Ewald Ulrich used to think mostly in technical dimensions. Until something clicked in Japan.
54
M E E T I N G P O I N T
56
08
50 years of Euroshop Based in Amstetten, Umdasch once again proved its mastery of the entire spectrum, from analogue to digital.
What you shouldn’t miss this coming year.
P R E V I E W / I M P R I N T
shops 118 — News & Facts
News & Facts U M DA S C H D I S H E S U P What effect does a film of a juicy apple, just picked from the tree, have when it plays near the fruit section in the supermarket? In a study, the University of Vienna has proven how strong the effect of such emotional messages is on the buying intention. Just in time for the trade fair EuroShop, Umdasch Shopfitting has issued a table programme specially designed for an intelligent customer approach at the POS. In cooperation with the two Umdasch divisions “Food Retail” and “Digital Retail,” a modular piece of furniture was developed, which with its integrated “head-up” display replaces the classic chipboard frame. This presentation tool can be individually configured depending on the area of application and is also compatible with other digital features by Umdasch. The fully chrome-plated table programme can be equipped with integrable screens, as well as with Price-Checker or ESL.inclusive – electronic price tags.
ON OUR OWN BEHALF Trade is change – nowhere is this credo more evident than at the leading
public. Umdasch Shopfitting uses this podium in Dusseldorf in early March 2017 to present its expertise, from lifestyle to premium to food retail – while in fact completely interconnected with the digital division Digital Retail. The new public appearance and the trade fair slogan “Love digital – love analogue” perfectly highlight the importance of the integrative service range to the shopfitter. Speaking of which: As of now, you can connect with Umdasch Shopfitting on the business channels Xing and LinkedIn, and subscribe to our regularly published newsletter at presse@umdasch-shopfitting.com.
Photo source: Umdasch Shopfitting | moodley brand identity
trade fair EuroShop, which presents innovations and changes to a broad
6 — 7
P L AY G R O U N D F O R T H E T R A D E Space for creativity, a source of inspiration, a place for exchange with interesting people: On a floor area of more than 1,000 square metres, Umdasch Shopfitting provides a testing ground for retailers and architects at their Swiss site in Oberentfelden. Called Shoplab, this competence centre gathers companies from all spheres – ranging from shop system vendors to manufacturers of figures and displays to light and sound specialists – under one roof. The platform for the future of retail design is completed by a material library, a white-box for mock-ups as well as material collages. While Umdasch is among the exhibitors, it acts mainly as a host providing the space and coordinating the dates. “We are happy to provide our partners with a format that rep resents the complete value-added chain along the line of development processes of retail concepts,” says Andreas Küsser, managing director of Umdasch Switzerland. Occasional “inno
L
For more information, please visit www.shoplab.ch.
6
ES
-
D Y 2 0 1 1 – 2 01
vation aperitif ” parties complement the offer.
U ST
POWERED PRODUCTS Electronic Shelf Labeling (ESL) is the slogan of the day, especially in the digital-retail aspect of the food industry. Though many retailers were initially skeptical, this modern form of price labeling appears to be increasingly popular. While approximately 19 million ESL tags were sold in Europe in 2011, by 2016 that number increased to more than 40 million. Europe is currently the pioneer in digital price labeling. In North America, the sales figures for 2016 totaled 13 million tags; in Japan, the number was about 5 million and in China 2.5 million.
According to a study by the ZMR Research Center, global ESL sales will continue to rise until 2021. The talk is of growth rates of more than 30 percent. Umdasch Shopfitting also developed a system for modern product communication: ESL.inclusive
Photo source: Mike Brombacher
by Umdasch. The powered ESL labels are attached directly to the shelf rail. Badly fixed tags and frequent battery changes are a thing of the past. Source: Edison Investment Research, ZMR Electronic Shelf Label (ESL) Research Center, July 2016
20,000
30,000
40,000
50,000
60,000
70,000
2016
65,438
2015
52,964
2014
43,233
2013
41,321
2012 2011
34,083
27,268
In thousands, absolute quantity sold
shops 118 — State of the art booth
STAT E - O F - T H E - A R T B O OT H Umdasch has left its mark on EuroShop for five decades: since the very beginning of the world’s No. 1 retail trade fair. Reason enough to look back. And to give you a sneak preview of what to expect in Dusseldorf.
The great automobile pioneer Henry Ford once said, “If I had asked people what they wanted, they would have said faster horses.”
The first European Exhibition and Congress “Modern Stores and Shop Windows,” better known as EuroShop, did not have an easy time. Its creators wanted to bring change to retail with the new format, but had to contend with considerable headwinds at the fair’s premiere in 1966. Most trade associations opposed it, so the kick-off in Dusseldorf was something of a mediocre event.
But just two years later, the press wrote about “international recognition” and reported on record numbers of exhibitors and visitors – and on the fact that everybody who was anybody had made an appearance. The turbulent ride had become a wave of delight.
8 — 9 Suddenly, everyone wanted to be there for the hot topics “modern drug store,” “frozen food as the merchandise of the future,” or “selling textiles the modern way.” And to be the first to find out about innovations that were often introduced to the public in Dusseldorf: virtual merchandising, body scanners, virtual reality tools, RFID or, later, all kinds of energy management innovations.
About 2,500 exhibitors from more than 50 countries will welcome some 110,000 trade visitors at the next EuroShop on the banks of the Rhine from 5 to 9 March 2017. The exhibition space has grown from 17,000 to 117,000 square meters; a 17th hall was added this year so that the subject areas, organized in seven dimensions of experience, can be presented appropriately. As undisputed as EuroShop’s reputation is today, as a leading trade fair for retail investment, few believed in it at first.
shops 118 — State of the art booth
“Premium” is an obligation. The area presents itself as an elegant event Three rectangular towers illustrate
space with a filigree light installation
the range of the Food Retail
suspended above. Its centerpiece
Division: from food to health to
is an impressive multimedia table
beauty. Visitors can quickly gain
where visitors can playfully acquaint
an impression of Umdasch’s shop
themselves with the diversity of
fitting world – be it analogue or
Umdasch projects.
with additional digital features.
e “A t r a d s e it v in f a ir put t ors o o e x h ib it li m e li g h t , t e . e h t la o in p r iz t h in g s a ls o t o id e d t u b , a in dec .” e n t e r t is w h y w e t a t io n t Tha presen f o d k in o n t h is h m a ir , W. K ir c it t in g G r o u p io v il S Shopf dasch m U O CE
10 — 11 Umdasch Shopfitting participated from the beginning when exhibitors met every two years, later every three. Maybe because Umdasch, which is based in Amstetten, Austria, already had 100 years of experi ence when the trade fair was launched; Umdasch was naturally very excited about actively shaping the retail world of tomor row – not least because the company, which had been established as a carpentry shop, always had been committed to craftsmanship. That is why marketing director Petra Böttinger-Barth, who has been with the company for 12 years, says, “It is our most important and largest trade fair appearance, perfect for customer relation management and acquisition.” So regular participation is a must. 50 years EuroShop also means 50 years of innovation. In the 1960s, the revolution ary principle of discount stores attracted attention, shifting from old-style corner shops to self-service stores. The second big shift was to online retailing, which has ul timately also changed communication at the fair itself.
Of course, the Austria-based company shows what that can look like at its own booth. But what is a booth anyway? Architects pitch their booth designs every year. This year’s winner, BMW Architects from Vienna, designs the temporary structure, a complex construct encompassing store components, a theater stage, a showroom and digital signage. “In this sense, we reinvent ourselves for each Euro Shop,” says Böttinger-Barth. In 2017, Umdasch will present a commu nication island that links trend-setting analogue shop fitting solutions with smart digital solutions, presenting the company’s four divisions in a nutshell. “And we’re doing that both in the exhibits of our four sectors and across the entire booth,” the marketing expert emphasizes.
The tagline “Love digital, love analogue,” reflecting the stance of Umdasch Shop fitting Group, which operates inter nationally, will be launched in this spirit: namely “understanding both worlds, being competent in both worlds, viewing and integrating both worlds in the best “We are developing and learning new things possible way for our customers,” says all the time,” says Silvio W. Kirchmair, CEO Kirchmair. CEO of Umdasch Shopfitting Group. “We use strategic acquisitions to strengthen So the shop fitting pros have remained true our business where it makes sense. That to their principles since their early days at the trade fair. A journalist summarized his enables us to offer everything that the market expects of a modern store maker.” impressions of the second EuroShop in 1968 as follows: “The uniformity of the In contrast to many of its competitors, Umdasch even has its own digital depart- booths has given way to individuality and ment – which is why it can harmoniously the courage to take chances to an extent integrate multimedia and interactive elethat even experts had not expected.” (mr) ments into store concepts from the outset.
The topic of lifestyle is highlighted by towers that appear sculptural. Display cases and screens are grouped on their sides like mosaics and show visitors detailed and holistic store solutions. While the lower part describes the “making of ” process, the upper section features selected Umdasch reference projects.
Photo source: Umdasch Shopfitting
shops 118 — Making of – the movie
12 — 13 Questions to the siblings Hilde and Alfred Umdasch EuroShop is considered the innovation trade fair for the global retailing world — how have you experienced the changes over all these years? Hilde Umdasch: EuroShop has an exciting history of interna tionalization, comparable to that of retailing. At the time, we placed our hopes in a German-language trade fair that was highly regional to start with. It has developed into an internationally leading trade fair for the entire sector. Which of Umdasch’s trade fair appearances stands out in your memory? Alfred Umdasch: Many. Umdasch has always tried to attract attention with a remarkable concept for its booth: one-minute films in the 1990s or most recently the first steps to combine classic and digital shop fitting, for example with a viPOS wall, electronic price labeling and transparent displays. We have always created innovations and some of our developments have been ahead of their time. How important is EuroShop? Hilde Umdasch: The trade fair has become the most significant retail event. Ordering used to be most important; today it is our public image, which means presenting ourselves to our customers as a competent supplier of all-in-one solutions. That is why we feel we are in very good hands here. Hilde and Alfred Umdasch, siblings, are the sole owners of Umdasch AG, which encompasses both the shop fitting business and Doka Schalungstechnik. (bp)
… and action! Among the many premieres at this year’s EuroShop, one stands out: the new corporate film presenting Umdasch Shopfitting Group. The focus of the moving image is on our staff members and their achievements. The world premiere will take place in the cinema at our EuroShop 2017 trade fair booth in Dusseldorf (Hall 12, D 53).
shops 118 — The Idealist
The Idealist With his critical works on economics, he made it to the bestseller lists far beyond Germany’s borders. Once IBM’s head of development, nowadays he’s a writer and business angel for innovative projects. shops invited Gunter “Wild Duck” Dueck to have a chat with us.
Gunter Dueck
Gunter Dueck, born in 1951, has a degree in mathematics and business administration. After years of research and postdoctoral qualification at the University of Bielefeld – where he was appointed professor of mathematics – he moved to IBM’s scientific centre in Heidelberg in the mid-80s. There, he held numerous leading positions and was responsible for the strategy, technological focus and cultural change of one of the world’s largest software producers. Dueck – nicknamed Wild Duck, in reference to an American term for lateral thinker – was Chief Technology Officer of IBM Germany until becoming an
Photo source: Jörg Welter
independent writer, business “angel” and public speaker.
14 — 15
Gunter Dueck “live” Gunter Dueck will be happy to answer any of your questions at Umdasch Shopfitting’s customer and partner reception at the retail trade fair EuroShop. When: Monday, 6 March 2017, 6 pm Where: Messe Dusseldorf, hall 12, stand D53 Please register at euroshop@umdasch-shopfitting.com. The number of participants is limited.
Keyword: Generation Z. What can we give to those who grew up with smartphones and tablets so that they deliver peak performance in a time of disruptive change? How to motivate them?
It’s just not possible if you don’t even know what excellence is, if all you want is “faster” and “cheaper.” If companies are just fighting defensive battles due to the disruption and thus don’t open up to new pos sibilities, no one is motivated anymore – it’s practically a losing battle. Let’s talk about retail, which is also facing major c hanges. Online revenues are threatening the existence of indi vidual branches by now. What must trading companies do to establish a functioning culture of innovation?
development of both economy and society. What do you think are the driving forces behind this phenomenon?
Using lean management, managers have been optimi sing everything with respect to processes, exhausting everything to the last inch. Digitalisation has also been placed at the service of optimisation. Optimising is turning everything rigid. At the same time, new busi ness models have emerged that used to be mocked, for instance everything surrounding Amazon. High speed? I don’t see it. We’re just in a rush now because we wasted too much time laughing. We used to have all the time in the world. All the ideas that are making waves today were already around during the dot.com crash in 2000. They failed due to the missing infra structure and people’s lack of familiarity with the In ternet. Now, they have all become valid again because structures have evolved. We should have just stayed on the ball for the last 16 years.
Well, for sure complaining doesn’t help. Retailers need to check where they can fit in, in a digitalised world. Trading companies have seen how Zalando and Amazon have long been “practicing logistics.” In this regard, they are now second to none. A good culture of innovation tests things out for a long time. Unfor tunately, many companies have lost this develop ment trait. Nevertheless, we keep on seeing players that are ready for revolutions; players like Aldi and Neckermann. All you need is willingness to learn, and determination. Digitalisation – a curse or a blessing for retail?
Digitalisation is only a blessing for those who seize its opportunities. Do you think there are concepts for quick wins in retail?
Probably not. If you ignored Amazon for 20 years, you can’t be back in the winning lane in a few weeks.
As a lateral thinker, you keep pointing out how ineffi-
Will “Talent for Attraction” become the most important factor of suc-
cient we Europeans have become. Why have we lost the
cess at the point of sale?
drive towards excellence and number-one thinking?
Managers are no longer able or willing to assess “excellence” in absolute terms because, looking at charts, they just think in categories of “better or worse than the competition” – they just see numbers. This relative observation leads straight to hell, because it can’t cope with change. And change is what we have now. In times of transition, you need to develop a con tent-related image of an unknown future. You don’t need to check on whether your percentages are higher than the competition’s.
As a matter of fact, we always expect friendlier service than what we get. Drilling cashiers to say “hello” to customers falls short. Good service staff costs more, but trade seems to prefer cheap labour with selling pressure. To me it shows that people don’t believe in this alleged success factor. However, the reality of this factor is illustrated by the “dm” drugstore chain.
Professor Dueck, we are living in a time of high-speed
shops 118 — The Idealist
Every enterprise wants successful employees. What advice do you have for retailers when dealing with staff?
Companies apply an enormous amount of pressure via different parameters, with the result that demands are often very contradictory and lead to chaos. What ends up being done goes against what the employee considers to be right. In the long run, this saps the soul and leads to burnout. One can’t put rules above what’s sensible. You shouldn’t be forced to tell your customers, “I understand you, but I’m sorry…” Would you mind telling us what your new book will be about?
I’m getting all worked up about the new obsession with attention. Everyone wants to advertise; ad spaces (all websites) are exploding in terms of scale. Still, everyone wants me to look at their own, special page. How is that supposed to work? And still everyone tries to get my attention – with flashy sensationalism, cal culation or click cheating. We trust them less and less. The question is: Can people recognize the good stuff without all the hoopla? Thank you very much for chatting with us, Professor Dueck. (bp)
16 — 17
1
When I get up in the morning, I start out with coffee and the newspaper “Süddeutsche Zeitung.”
RITUAL
2
When I’m window shopping, I look for inspirations for my new book. That is, if I’m not simply keeping my wife company.
THE LAST WORD
THOUGHTS
3
UNWINDING
4 E D U C AT I O N
Photo source: Michael Herdlein
I can best unwind in tranquility.
5
FUTURE
To me, education means to always consider everything from new perspec tives. It’s no longer enough to know what’s currently important and valuable or what used to be, when we were school kids – all that is changing. I don’t fancy freezing up and looking old in this sense.
What I associate with the future is joyful anticipation… there’s much to look forward to.
shops 118 — Everyone working like clockwork
E V E RYO N E
working
When it comes to realizing retail space, general contracting is becoming increasingly important. Chains and a growing n umber of small to mid-sized owner-managed concepts are m aking use of this full-service package. shops offers insights into the daily business of a general contractor.
Photo source: Umdasch Shopfitting
L I K E C LO C K WO R K
10.00 A.M.
18 — 19 MEETING PLACE: DONAUZENTRUM IN VIENNA, NYX PROFESSIONAL MAKEUP RETAIL SPACE Michael Bäuchler, on the go since 7 a.m., is hurrying to meet Larissa Grün: “I was just in the Shopping City Süd to see how the construction of the second shop is going.” Out of breath but still focused on what is happening in the shop, he greets Grün, his client and the retail manager of L’Oréal Austria. “Today the furniture is coming from France.” For days, the general contract ing manager from Umdasch Shopfitting has been working closely with the Michael Bäuchler PROFESSION:
forwarding company. “Navigating the forwarding agents can be a challenge,” he says. Basically, he uses today’s meeting with Larissa Grün to discuss the last details that must be addressed before the shop is completed in a few days.
qualified master carpenter / long-time head of shop fitting / general contracting manager at Umdasch Shopfitting Austria
That’s because NYX Professional Makeup, the trendy brand from Los Angeles, is now opening stores in Austria as well. Since 1999, the decorative cosmetics line has been the cult brand for beauty fans. Its name alludes to the Greek goddess who ruled the night – just like today’s partygoers. Also black as the night is the stage or shop design, in front of which the colorful variety of cosmetic articles will be presented.
MOST IMPORTANT TOOLS: mobile phone, iPad and laser rangefinder MOTTO:
11.30 A.M.
Nothing’s impossible.
DELIVERY AND INSTALLATION OF THE FURNITURE “The concept comes from our headquarters in Paris, as does the furniture that’s coming soon,” explains Larissa Grün. When asked about what services Umdasch is coor dinating for L’Oréal, Michael enumerates: “From the bidding to the coordination with the authorities and the center management to planning the construction and execution. Also, we are responsible for the on-site super vision and the quality control of all technical trades.” Michael is always on hand and keeps an eye on all subcon tractors’ activities. And when there’s a need for it, he also helps out. Umdasch staff member Michael Bäuchler with client Larissa Grün of L’Oréal
and his colleague from the installation team
2 P. M .
On top of all dates and deadlines: Michael Bäuchler (left)
ALL TRADES IN SYNC Michael’s mobile phone rings constantly. Coordinating with all participants in the process is part of a general contractor’s daily business. “I am the interface for all departments, p ermanently accessible to everyone – the ‘conductor,’ so to speak, on the construction site.” A total of 13 subcontractors are working in the 100-square-meter shop area, many at the same time. So it’s important to maintain an overview and to exercise patience and perseverance. “Right before the opening, spontaneous solutions and immediate decisions are common. We produce any missing visual-merchandizing tools just in time,” says Michael. For this, he has a reliable network of partners. This makes it possible for special requests to be met quickly – both nationally and inter nationally. “Michael took over the entire coordination for me,” says Larissa Grün happily.
3 P. M .
shops 118 — Everyone working like clockwork WHAT COUNTS IS THE OPENING DATE Despite planning changes during the implementation process, the agreed-upon completion date must be met. Every delay results in losses for the dealer. “As the gen eral contractor, we carry the contractual risk,” Michael explains. “The renovation period for the NYX Professional Makeup project is proceeding in record time. The contract was signed only a few weeks ago, and now we’re about to open the first store in Austria.” Normally, a general contractor has eight weeks of FACTS NYX Professional Makeup: LOCATION: Donauzentrum, Vienna
seemingly impossible possible in just under four weeks.
SALES AREA: 81 m² (+ 11 m² storage area) DESIGN, SHOP DESIGN, SHOP FITTING: L’Oréal GENERAL CONTRACTOR: Umdasch Shopfitting GmbH
DRYWALL CONSTRUCTION:
pure process time at his disposal. Michael and his team made the
Longin Innenausbau GmbH
ELECTRICAL WORK: Electrocraft GmbH
LIGHTING: Umdasch Shopfitting GmbH FLOOR: C. Bergmann VENTILATION: Climacraft GmbH
CONTACT THE BASE AGAIN QUICKLY “The best project manager is powerless without his back office,” says Michael before phoning Adele, his reliable aid there. Whether data transmission, ad ministrative agendas or formal communication with all trades – his back-office team takes over many tasks for him. Michael and his colleagues are experienced professionals.
Emotional image graphics before light brick walls divide the individual product groups. White floors and pink a ccents provide an exciting contrast to the black-lacquered furniture.
Photo source: Umdasch Shopfitting
5 . 2 1 P. M .
CONTACT: www.nyxcosmetics.at
DAILY GOAL REACHED? Larissa Grün and Michael Bäuchler close the roller door. They already have discussed the work steps for the next day. Will everything be done before the opening? It’s an unthinkable question for Michael. On November 3, 2016, the first NYX Professional Makeup store in Austria opens on time. By 5:15 a.m., the first customers are stan ding before the shop; by the time it opens at 9 a.m., the line is 20 meters long. Viennese women, it seems, have taken quickly to NYX Professional Makeup.
7. 0 5 P. M .
20 — 21
PROJECT MANAGEMENT
Architectural survey of the retail space Review of legal and lease agreements, permits and test certificates Building permit Budget and cost management
ALONG WITH HIS COLLEAGUES, MARCO GÖSLING, HEAD
Construction schedule Coordination of individual requirements such as fire
OF THE UMDASCH GENERAL-CONTRACTING OFFICE IN
protection, statics and technical building equipment
OSNABRÜCK, HAS RECENTLY IMPLEMENTED A NEW STORE
Call for tenders and awarding of contracts
CONCEPT FOR TOM TAILOR.
On-site construction supervision, coordination,
documentation and controlling
CONSTRUCTION Realization of all tasks:
“At Tom Tailor in the Centro Oberhausen, we were responsible for all aspects of the project – from planning to realization. The construction phase on the nearly 400-square-meter sales area took about six weeks, including the dismantling. Already one week before the opening, the renovation was essentially completed. According to the store managers, sales have risen dramatically since then. That makes us happy, because it shows that we did a really good job,”
Installation of digital components
Dismantling measures Building of floor, wall, ceiling
Shop-fitting assembly
Electrical work
Cleaning
Ventilation technology
Supervision of
Fire-protection systems Sanitation technology
merchandising phase Handover and opening
Installation of computer systems
FROM THE PRELIMINARY AND PLANNING PHASE TO THE EXECUTION PHASE TO THE COMPLETION, INCLUDING COST AND QUALITY CONTROL AND TIME MANAGEMENT The following is an overview of the main project components that Umdasch Shopfitting, as general contractor, takes on for clients:
The general-contracting competencies of Umdasch Shopfitting reach far beyond the fashion and lifestyle industry. Whether they be food markets, duty-free shops at international airports, renowned banking institutions in German-speaking countries or customers in the automotive sector, many industries rely on Umdasch’s holistic approach. (er)
Photo source: Jens Pfisterer & Umdasch Shopfitting
says Marco Gösling, summing up the general contractor’s mission.
Façade
SERVICE
Construction documentation Maintenance service Remodeling services
shops 118 — All things green
All things
GREEN
Ehrhardt in Bad Reichenhall in Bavaria is a wellness oasis for health-conscious people – even more so since Umdasch Shopfitting planned and completed a new and much larger store near the old headquarters. shops spoke with Sigrid and Alexander Ehrhardt, winner of the title “Health Store of the Year 2017,” and throws light on the industry in g eneral.
The Umdasch Shop Consulters are the masterminds behind the new appearance of Ehrhardt in Bad Reichenhall (here: project head Wolfgang Heinze and Martina Prisching).
22 — 23 “In the new shop, our employees and customers can feel as if they’re in their own living room” – a clear message from Alexander Ehrhardt that is also decisive for the project. Over the years, the old, ca. 100-square-meter headquarters in the pedestrian zone in Bad Reichenhall had become too small. “No places to retreat to, too little openness or space to linger and relax,” Ehrhardt explains. In the fall of 2015, a new health store with three times the sales area opened two houses away. “We had almost a year till the opening, which provided us with a wonderful opportunity to put our heart and soul into the project,” says Umdasch Shop Consulter Wolfgang Heinze, who was responsible FACTS: for the design and planning, along with LOCATION: Bad Reichenhall, Germany his colleague Martina Prisching. SALES AREA: 270 m² OPENING: November 2015
SHOP PLANNING: Umdasch Shopfitting
LIGHTING: Umdasch Shopfitting (concept), RZB Leuchten (execution)
SHOP FITTING / ASSEMBLY: Umdasch Shopfitting
FLOOR: Gerflor
VISUAL MERCHANDISING,
DECORATION: Karola Hase CONTACT: www.reformhaus-ehrhardt.de
I N S P I R A T I O N A N D C O U R A G E T O S TA R T Inspired by a tour of organic markets, health stores and individual concepts, the Ehrhardts brought many ideas to the first concept workshops. For their part, the Umdasch experts, who had built an Ehrhardt branch in Berchtesgaden years ago, brought their wealth of experience and a good nose for trends.
The new concept is aimed towards a broader public. Ehrhardt wants to be the top address for health-conscious people who wish to do something good for their body and soul. The draw area includes residents of Salzburg, Austria as well as tourists in the German spa of Bad Reichenhall. Alexander Ehrhardt describes the joint creative process as follows: “We had the courage to discard
Photo source: Umdasch Shopfitting
one idea or another and to think things through again. That’s how you get the best results.”
shops 118 — All things green
A MATERIAL MIX THAT IS RICH I N CONTRASTS The entire planning phase was characterized by a close exchange between the planning team and the client. Like the rooms in one’s own house, the individual product ranges at Ehrhardt have received a personal note. The use of oak, brick walls and earth tones ably reflects this. The delicatessen counter, with its anthracite-colored back walls and chalkboards and its loaves of bread that are spot lit and draped on wooden elements, appears very trendy. By contrast, the cosmetics section gleams white and elegant under chandeliers.
the high functional requirements of the shop fixtures,” Wolfgang Heinze explains. “But we embed it so cleverly into the overall installation that the system fades completely into the back ground.” Following the same principle, the cooling already was integrated into the plasterboard back wall in order to present a flush frontal view. Martina Prisching adds: “We deliberately play with contrasts. By combining wooden floors, metal furniture and industrial lights we achieve a unique mix, which people can’t help remembering. A smooth white ceiling, mainly in the fashion area, stands for clarity and modernity.” Inspired by the fashion sector, a great love of detail went into product presentation and decoration: Chalkboards, antique furniture, retro lights and finely tuned accessories round out the concept. The open design with its floor-to-ceiling windows and wide aisles stands for optimal orientation and a generous sense of space.
For Ehrhardt’s range of natural medicines, the shop-consulting team developed tailor-made pharmacy-like cabinets. Along with custom-made furniture, the shop fitters relied on a central basic system. “Our Basixx metal shelving system fulfills
Umdasch Shopfitting demonstrated all its abilities and services — from planning to installation on-site — in the Ehrhardt health store project. The image shows the deli counter with its clean design and sophisticated lighting.
The eye-catching cosmetics department: rear walls framed in white, back-lit glass shelves, elegant tables placed in the middle of the floor, and chandeliers create an arc of tension.
24 — 25
The mix of brick, metal, and oak is convincing, even as customers enter the space. A splendid array of fruits and vegetables welcomes visitors.
ROOM FOR FRESHNESS AND ENJOYMENT Many studies have shown how overstimulation at the point of sale leads to stress in customers and has a negative effect on their length of stay as well as on turnover. This made it clear to Ehrhardt that “Less is more.” Although the sales area is almost three times larger than it was previously, the number of articles has only increased from 4,000 to 5,000. A growth in customers and sales of 30 percent validates the path that has been taken. The bistro is included to give customers a chance to slow down and enjoy some small treats. A cozy corner with eight seats contributes to customer loy alty and the quality of their stay. The offerings include vegetarian snacks, juices, coffee, tea and cakes. “The bistro is very well received by our cus tomers,” reports Alexander Ehrhardt. “Our menu consists of a small but fine selection, which is changed seasonally. In keeping with the German saying ‘Cobbler, stick to your trade,’ we have the food delivered.”
Creativity, love of detail, and a high degree of planning competence and experience are the main ingredients of successful shop design. The sketch shows Ehrhardt’s small and cozy bistro.
E H R H A R D T I S “ H E A LT H
Photo source: Umdasch Shopfitting, Reformhaus Ehrhardt
STO R E O F T H E YE A R 20 1 7 ” As the health store of the year, Ehrhardt stands far up on the winner’s rostrum in the category “Overall Appearance 2017.” Every year, the best health stores and health-store products are rec ognized with awards. The jury is composed of experts from industry, trade, the trade press, the health-store professional academy and the German Association of Vegetarians. The jury chairman is health-store executive Rainer Plum.
Alexander and Sigrid Ehrhardt’s passion for everything healthy, natural and sustainable is palpable throughout the health store. The new headquarters has been completed in time for the company’s 80th anniversary.
shops 118 — All things green
H E A LT H Y D E V E LO P M E N T : Umdasch Shopfitting is regarded as a strong planning and reali zation partner for the health-store industry. More than a dozen of the year’s newly opened stores bear its signature. The Umdasch concern is assisting many other projects with their renovation, or taking responsibility for entire modernizations.
Umdasch is the force behind many new, redesigned and modernized health stores. This page: Hermann, Hanau | Escher, St. Ingbert | Escher, Bad Cannstadt | Escher, St. Ingbert | Escher Saarlouis (clockwise from top left) Adjacent page: Herrmann, Aschaffenburg | Kaubisch, Duesseldorf
26 — 27
T H E N E W H E A LT H S T O R E D N A Ehrhardt is a prime example of the new upswing in the health-store scene. By the year 2000, the competition from drugstores, organic supermarkets and shopping centers had put the industry under increasingly intense pressure. “The bottom was reached about five to ten years ago,” Joachim Escher reports. Escher operates 31 of the 134 health stores in the marketing and purchasing group “Vita Nova,” to which Ehrhardt also belongs. Among other things, the challenge was to shake off the “seeds and grains eater” image and develop a clear, future-oriented identity. Investments in quality locations and appearance were the logical consequence, as well as an adjustment in the industry. “When it comes to increasing the emotional impact and staging of the POS appearance, our Vita Nova group relies on the expertise of the Umdasch pros,” says Escher.
Bildquelle: Kenz Fotodesign, Umdasch Shopfitting
Current developments such as the vegan trend, the strong demand for regional and organic products, the natural-cosmetics boom and the rise in food intolerances give health stores an additional boost. “These are all areas that require a high level of consulting expertise and a bond of trust with the customers. Therefore Vita Nova has its professional academy near Frankfurt, where the employees are continuously trained,” Escher explains. Alexander Ehrhardt also stresses how important qualified consultation is for health stores. “60 to 70 percent of our customers visit us regularly. A well-trained staff is our greatest asset.” (sw)
shops 118 — Showcases
SHOWCASES
R E TA I L C A N B E SO
Photo source: Gulf Business
fine!
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Shops
30 V O R W E R K
New from the ground up
32 A I R P O R T M U N I C H
Flourishing trade
34 D O R F L A D E N G M A C H L
A feast for the senses
35 T A T E M O D E R N
Powering art
36 L E C H O C O L A T
Sweet dreams!
37 L I T T L E T R E A S U R E S
Small but exquisite
37 D E B E E R S
Class in glass
38 A U T O M O T I V E
Premium brands are wild about Umdasch
40 D O K A C U B E
Brave new world of work
41 W I E N E N E R G I E L O U N G E
Energy Boost
42 K O L M
Room to unfold
44 T - M O B I L E
It sparked immediately
44 M P R E I S Electrifying
45 B I PA
Rosy future
46 L A S C A N A
New shores await
47 B I K E P I R A T
Flying your flag
48 S PA R Outstanding work
shops 118 — Showcases
From the Internet to brick-and-mortar stores: Umdasch paved the way for Vorwerk’s shops.
Vorwerk
From the client’s first phone call to complete
NEW FROM THE GROUND UP
customer satisfaction – Umdasch provides
FACTS:
comprehensive service.
LOCATION: Frankfurt, Germany Vienna/Vösendorf/Linz, Austria
SALES AREA: 120 m2
OPENING: 08 – 12/2016 SERVICES: Concept, Design, Manufacture, Installation, General Contracting, Digital Retail SECTOR: Lifestyle CONTACT: www.vorwerk.at
From direct distribution via sales representatives to s tationary trade with its own retail locations: The German household appliance producer Vorwerk is expanding its distribution chan-
nels by opening three stores in Austria (at Plus City in Linz, SCS in Vösendorf and D onauzentrum in Vienna and one in Frankfurt, Germany.). Umdasch Shopfitting has been a part of this pro-
solutions. Ultimately, Amstetten-based Umdasch was hired to implement both analog and digital shop elements. The interior is composed of white surfaces accented with wood elements and green details, tying together two thematic elements: Kobold vacuum cleaners and Thermomix kitchen appliances. This successfully adapts the brand’s presence to Vorwerk’s corporate design colors. Innovative ideas such as show cooking and a material wall to present vacuum cleaner models round out the new store design, which also includes a digitalized display of information that was conceptualized by Umdasch. In stores of about 120 square meters, this longstanding brand is now freshly positioning itself as a modern experience.
Photo source: Umdasch Shopfitting | Jens Pfisterer
ject from the start, working with Vorwerk to develop the store concept and digital point-of-sale
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THREE QUESTIONS FOR MAIK DREWITZ Head of Umdasch Shop Consulting – Germany
shops: Maik, what special design qualities does the shop concept for Vorwerk have? Maik Drewitz: The broad range of product lines calls for strong design. The ceiling elements serve as sort of visual brackets that render the branding concept three-dimensionally in the form of the “V” initial. The products in the customer’s field of vision fit into the interior harmoniously. Rounded elements in the shop design refer to the traditional brand, while angular furniture units represent the products. shops: What challenges came up in the process of developing the concept? Maik Drewitz: The world of retailing is changing at lightning speed; it’s unbelievably exciting! Retail concepts are now about much more than design. We scrutinize the entire business model, and that path takes us to completely new approaches. shops: How do you develop your ideas? Maik Drewitz: For us, design is a team effort, and everyone con tributes ideas. My best ideas come to me in the early morning when things are still quiet, when I’m on a plane or in the shower. (cp)
From the idea to the model project – Umdasch Shopfitting took on shopfitting for Vorwerk, created an unique shop design, and served as the general contractor.
Store Maker Maik Drewitz
shops 118 — Showcases
LOCATION: Munich, Germany
SALES AREA: 2,000 m2
OPENING: 05/2016 SERVICES: Manufacture, Installation ARCHITEKT: Gruschwitz SECTOR: Travel Retail CONTACT: www.munich-airport.de
Photo source: Roman Thomas
FACTS:
32 — 33
“ The collaboration with Umdasch was exemplary. We could sense all their power and know-how.” Wolfgang Gruschwitz, architect
Embedded within the stores’s design, deceptively authentic-looking figures of Munich personalities welcome customers.
Eurotrade at Munich Airport
F LO U R I S H I N G T RA D E
Passengers arriving at Munich airport are welcomed in the duty free store of the new Terminal 2 by some of Bavaria’s greatest and best-loved comic actors. The life-size metal figures, bearing a vivid resemblance to the originals, are a vital part of the presentation at one of Europe’s biggest air traffic hubs. The store design concept from Umdasch Shopfitting also features bright surfaces, interspersed with wood elements, on which the classic duty free range is displayed. A highlight is a column placed in the center of the space, clad in synthetic moss around its entire girth. The installation is topped by a stylized floral motif. Together they form the perfect scenery for a display of deluxe handbags.
shops 118 — Showcases
Was ma
Die Mark traditione
Mit Liebe und ihrer Markenid Der Bezug zen sowie Marke wi Echtheit u und soll s nehmen k
“Die Natu entdecken
The motto after remodeling: indulging all your senses.
Dorfladen Gmachl A FEAST FOR THE SENSES For the gourmet food store in Hotel Gmachl in Bergheim near Salzburg, Austria, Umdasch Shopfitting reshaped a retail space of 200 square meters into an atmosphere to savor. The result was a tantalizing backdrop for a select assortment of delicacies, arranged like an old-fashioned grocery, offering an intimate glimpse into the world of traditional handcrafts and production methods. With corners for the soap maker and the brewer, a wine cellar and FACTS:
a tasting island, the display captures the essence of a visit
LOCATION: Bergheim-Salzburg, Austria
to a village marketplace, evoking memories of times long ago.
SALES AREA: 200 m2
OPENING: 10/2015 SERVICES: Concept, Design SECTOR: Food
From initial planning to the final store: thematic retailing à la Umdasch Shopfitting in the rendering phase.
Photo source: Umdasch Shopfitting
CONTACT: www.gmachl.at
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Tate Modern POWERING ART The Tate Modern, located in an old power station in London’s Bankside district, is in itself attraction enough. But its m useum shop also has a lot to offer. Following the specifications of the architect duo Herzog & De Meuron, Umdasch Shopfitting designed the shop, in which the temporary became the leitmotif. Plug-in connectors for the light-oak furniture and wheels on the display cabinets generate ever-new design possibilities. This allows the shop to interact better with the museum’s exhibition concept – and for both shop and museum to connect with visitors. “We look forward to great feedback from our customers,” says Steve Bell, business developer for Umdasch Shopfitting in the UK, adding: “The shop is quite impressive; the number of visitors and sales figures speak for themselves.”
FACTS: LOCATION: London, United Kingdom
SALES AREA: 300 m2
OPENING: 06/2016 SERVICES: Manufacture, Installation
ARCHITEKT: Herzog & De Meuron
SECTOR: Arts CONTACT: www.tate.org
Flexible museum shop in
Photo source: Ed Reeve
a former power plant.
The boutique Le Chocolat as a new oasis for chocolate lovers in the desert metropolis Dubai.
Le Chocolat SW E E T D R E A M S ! Chocolate, presented in the manner of fine perfumes and precious jewels. The “Le Chocolat” boutique, situated in Dubai’s City Walk, was created for Meraas by Umdasch Shopfitting and is a sweet and delicate tribute to this most pleasurable treat. The merchandise is particularly well highlighted in front of the large white wall modules, and golden bronze details serve to accentuate the valu of this high-quality luxury comestible. The ceiling is decorated with a mixture of rows of hanging lamps resembling slender silver stalactites, and descending undulating golden slats. Combined with the corner lounge, which boasts luxur iant green-upholstered sofas, the boutique provides the perfect atmosphere for those wishing to discover and taste exquisite delicacies.
FACTS: LOCATION: Dubai, UAE SALES AREA: 2,000 m2
OPENING: 09/2015 SERVICES: Manufacture, Installation ARCHITEKT: Retail Access SECTOR: Food CONTACT: www.meraas.com
Photo source: Gulf Business
36 — 37
Little Treasures SMALL BUT EXQUISITE Little Treasures is the perfect name for this attractive shop located in Dubai’s City Walk. It was cleverly chosen for its appealing sound and its double entendre, simultaneously announcing its target group, babies and toddlers, as well as a luxurious assortment of stuffed animals, toys and clothing that parents and grandparents can bestow upon their bundles of joy. The transparent neon yellow side panels of the shelves draw attention to the merchandise and brightly colored details provide a pleasant contrast to the sleek displays in the simple but elegant interior.
FACTS: LOCATION: Dubai, UAE
SALES AREA: 80 m2
OPENING: 04/2016 SERVICES: Manufacture, Installation ARCHITEKT: Chalhoub Group – Florian Valle SECTOR: Kids Fashion
DeBeers
CONTACT: www.levelkids.com
CLASS IN GLASS De Beers is a major player in the world of diamonds. So the standards of store design that this jewelry brand demands are high. The outlet representing the company in Kuwait displays the gems behind glass in elegant showcases, which come together in the space to form an ensemble of vari ously sized islands. The prominently positioned, rounded Mediterranean furnishings find an echo in a stately ring light that crowns the jewels like a chandelier. On the walls, tiles in nuances of gold contrast with the base note of beige. For discreet sales discussions and fittings, customers can avail
Photo source: Faisal Al-Duwaisan | Chalhoub Group
themselves of a private area to the rear of the store, furnished with exceptional pieces.
FACTS: LOCATION: Kuwait City, Kuwait
SALES AREA: 145 m2
OPENING: 06/2016 SERVICES: Manufacture, Installation ARCHITEKT: CAPS – Christophe Carpente SECTOR: Jewellery CONTACT: www.debeers.com
shops 118 — Showcases
Automotive P R E M I U M B R A N D S A R E W I L D A B O U T U M DA S C H Audi, Porsche, Jaguar, Land Rover, Ferrari, Skoda, Seat, Renault/Nissan – many major players in the automotive industry have come to depend on the know-how of Umdasch Shopfitting. Together with its subsidiary Story Design, Amstetten-based Umdasch is considered a top designer in the world of four wheels.
Take Audi, for example: in 2015, Umdasch Shopfitting beat out many competitors for the job of transforming the brand’s showrooms, which it has been carrying out since then. The kick-off was in Zurich, and since then more than 70 rollout projects have been realized in Europe and Asia.
For Porsche, Umdasch will be equipping the after-sales service area with service displays over the next five years. Automotive customer advisor Herbert Schäfer said, when asked about the job, “We’re happy that we were even able to win against established Porsche suppliers.” Shops in Europe, Asia and Australia will be supplied.
Along with German brands, Umdasch Shopfitting is also working for Ferrari and Jaguar Land Rover. For example, Umdasch has built numerous flagship stores for Ferrari in Arab countries according to Italian designer Iosa Ghini’s concept. And for the brand presence of Jaguar Land Rover Ltd., Umdasch was awarded a contract for representative offices in the Middle East, North Africa and Russia. FACTS FERRARI: LOCATION: Dubai, United Arab Emirates
SALES AREA: 758 m2
OPENING: 05.2015 SERVICES: Shop fitting ARCHITECT: Iosa Ghini SECTOR: Automotive
The Ferrari Experience: the flagship store in the Dubai Mall.
Photo source: Hossam Abukoura
CONTACT: www.store.ferrari.com
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Umdasch is realizing a showroom concept for Audi, presenting the first one in Zurich.
TO T H E P OW E R O F T E N : U M DA S C H ’ S A U T O M O T I V E E X P E R T I S E
Photo source: Umdasch Shopfitting
1.
Experienced: as a store maker for the retail sector and a partner with more than ten international automotive manufacturers
2.
High-performing: more than 1,300 skilled and dedicated employees
3.
Individualized: ingenuity and “Value Engineering” for competitive rollout solutions
4.
International: our own production sites in six countries and a global procurement and distribution network
5.
Perfectly flawless: high level of quality in project management und production
6.
Rooted: stable, 100% family-owned company
7.
Inspiring: a pioneer in digital solutions at the point of sale and in processing rollout orders (3D planning software shop.up by Umdasch)
8.
Integrative: the entire value chain from a single source, if desired
9.
People-oriented: our customers and their business operations come first
1 0.
Skilled: two strong shopfitting brands, Umdasch Shopfitting and Story Design
shops 118 — Showcases
Doka Cube B RAV E N E W WO R L D O F WO R K
FACTS: LOCATION: Amstetten, Austria
SALES AREA: 550 m2
OPENING: 12/2015
Since 2015, the employees of doka, sister company of Umdasch Shop fitting, have been working in relatively unconventional surroundings: Two
SERVICES: Concept, Design SECTOR: Open Office CONTACT: www.doka.com
departments share one large space. There are no hierarchies; the em ployees work in different locations depending on the task and time of day. Industrial containers are used to store office supplies, and employees have a number of seating areas at their disposal. For projects and meetings, the “Cubes” made of bright yellow doka boards come into play; they are mounted atop black steel beams and linked by bridges. The designers at Umdasch Shopfitting created this decor for their colleagues, presenting
Strutting their stuff: Umdasch designed the digital trade show booth of doka, its sister company. Today, the viPOS walls decorate the Amstetten showroom.
Photo source: Umdasch Shopfitting
a vision of the open-space office of the future.
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Umdasch designed the business lounges for Rapid Wien’s new soccer stadium.
FACTS: LOCATION: Vienna, Austria
SALES AREA: 100 m2
OPENING: 07/2016 SERVICES: Design, Manufacture, Installation, General Contracting SECTOR: Entertainment CONTACT: www.wienenergie.at
Wien Energie Lounge
E N E R GY B O O ST
Rapid Wien is what one would call a cult club. First of all, the soccer team from the Viennese district of Hütteldorf got a new stadium. Then Umdasch Shopfitting took complete responsibility for the project of creating the executive box seats for the main sponsor, Wien Energie, a power company. The 60 m² double lounge offers everything to insure that a guest at the Allianz Stadium feels pampered. It includes a decorative wall featuring live plants, a mobile room divider bearing photographic images and a high-quality interior integrating the sponsor’s corporate design. Last but not least, the lounge’s huge glass window facing the soccer field puts any spectator right in the
Photo source: Umdasch Shopfitting
middle of the action.
shops 118 — Showcases
Kolm R O O M TO U N FO L D “The Human Being and Fashion” – Kolm’s guiding principle is more visible than ever on its shop floors after the renovation. With the expansion of the Freistadt branch from 1,600 to 3,500 square meters, the fashion house has become a new attraction in Upper Austria. The shop design, which is based on plans by the architect Johann Stacher, provides more room for Kolm’s individual style collections and a higher-quality ambience for the goods. In the course of this trade-up, a Gen tlemen’s Club with high-end suits was added, along with an accessories department on the upper
Photo source: Umdasch Shopfitting
floor, premium brands in the atelier, and ball gowns.
42 — 43
T H R E E Q U E ST I O N S FO R G E R N OT KO L M Owner and CEO shops: Mr. Kolm, you have expanded your fashion house from approximately 1,500 to 3,500 square meters. What made you take this big step? Gernot Kolm: Our motto “Human Being & Fashion” has represented a lived sense of responsibility towards our customers, employees and region for more than 80 years. In our shops, we attach great importance to keeping our customers excited with new offerings – lively fashion, a wide range of products and customer-oriented services. In order for this to succeed, we are constantly developing ourselves further and adapting the spatial ambience to match the changes. shops: How important is fashion to you personally? Gernot Kolm: Very. I work in this business and present myself accordingly. But along with buying, I also enjoy selecting the new collections. shops: How did you feel about working with Umdasch Shopfitting? Gernot Kolm: The team was constructive, professional and very good at implementation. In addition, Umdasch weighs in with ideas and tries to develop them further; the employees have clear goals in mind. The most important thing, however: They are down to earth. (cp)
FACTS: LOCATION: Freistadt, Austria
SALES AREA: 3,500 m2
OPENING: 08/2016 SERVICES: Manufacture, Installation ARCHITEKT: Johann Stacher SECTOR: Fashion CONTACT: www.kolm.at
shops 118 — Showcases
T-Mobile I T S PA R K E D I M M E D I A T E LY
“When I became a self-employed ESL provider in 2009, T-Mobile was my first customer,” remembers Michael Rodin-Lo, managing director of MMIT Retail, part of the Umdasch Shopfitting Group since 2015. He says about the cold acqui sition: “I would not have thought that the company would show so much interest so soon.” At first, 20 branches were retrofitted for electronic pricing; in the m eantime,
Umdasch Digital Retail has equipped a good three dozen branches of the Austrian telecommunication group with the ESL system. Recently, the ESL era also dawned for the T-Mobile shop in the Plus City in Pasching; here Rodin-Lo’s team installed about 100 tags.
FACTS: LOCATION: Pasching/Linz, Austria
SALES AREA: 100 m2
OPENING: 08/2016 SERVICES: Electronic Shelf Labeling ARCHITEKT: Markstahler & Partner SECTOR: Telekommunikation CONTACT: www.t-mobile.at
ELECTRIFYING The grocery retailer MPreis is digitalizing its point of sale. Umdasch Digital Retail’s team of experts has installed ESL (Electric Shelf Labels) for merchandise in its fruit and vegetable department. Special rails with digital signage solutions provide the customer with additional product information.
FACTS: LOCATION: Völs, Austria
SALES AREA: 400 m2
OPENING: 06/2016 SERVICES: Electronic Shelflabeling, Digital Signage SECTOR: Food CONTACT: www.mpreis.at
Photo source: Umdasch Shopfitting
MPreis
44 — 45
Bipa
FACTS: LOCATION: Gleisdorf, Austria
ROSY FUTURE
White is the new pink, at least when it comes to the look of Bipa, one
SALES AREA: 450 m2
OPENING: 03/2016 SERVICES: Manufacture, Installation
of Austria’s largest drugstore chains. Umdasch Shopfitting carried
ARCHITEKT: Smertnik Kraut
out the shop design, following the concept of the architecture firm
SECTOR: Healthstore
Smertnik Kraut. The standard shelving units of the drugstore
CONTACT: www.bipa.at
specialists are now white; subtle applications in oak-wood optics provide a down-to-earth effect. Rose-colored details run like a thread through the shop. They replace the strong magenta the brand previously showcased, without sacrificing its recognition factor, which was equally important to the clients and the architects. A nice detail: Illuminated glass balls suspended in space form a colorful contrast to the dark ceiling.
THREE QUESTIONS FO R S M E RT N I K K RAU T Architectural firm, Vienna
shops: How did the new shop concept for Bipa come about? Johannes Kraut: Bipa gave a very good briefing, so we knew which direction the new design should take and thus could better accompany and implement the new philosophy. Of the 19 competitors, we were best able to understand the brand and to create a great concept. shops: What challenges did you face? Johannes Kraut: It was important to develop a concept that upheld Bipa’s recognition value. No matter where a new shop is planned, the public must recognize immediately that it is a Bipa shop. Therefore the concept must be flexible, while at the same time – very importantly – it must confirm an identity.
Photo source: Umdasch Shopfitting
shops: Where does your inspiration come from? Richard Smertnik: Ideas come while I’m taking a shower or a walk, but also, naturally, through more scientific means, such as analyzing the competition. In addition, we often are inspired by art. (cp)
The architects, Richard Smertnik (left) and Johannes Kraut
shops 118 — Showcases
Umdasch Shopfitting goes pop-up: Lascana exuded a beach feeling for three weeks at L & T in Osnabrück.
FACTS: LOCATION: Osnabrück, Germany
SALES AREA: 20 m2
OPENING: 06/2016 SERVICES: Design, Manufacture, Installation SECTOR: Fashion CONTACT: www.lascana.at
Lascana N E W S H O R E S AW A I T
interior, surfboards and vintage photos – for three weeks, visitors to Lengermann + Trieschmann (L+T) in Osnabrück could feel as if they were off on a beach vacation, right in the middle of the city. This was the work of Umdasch and Maik Drewitz, head of Shop Consult Germany, who created a trendy pop-up store for the swimwear label Lascana on the first floor of L+T, evoking a longing for sun, sand and the perfect wave. A dreamlike backdrop creating a relaxed atmosphere in which to shop – the only thing missing is the sound of the surf.
Photo source: Umdasch Shopfitting | Jens Pfisterer
Shelves in pastel pink retro style, wooden crates for the
46 — 47
Look ma, hands-on! Thanks to Umdasch, Bikepirat is presenting bikes in a brick-and-mortar store, too.
Bikepirat
F LY I N G Y O U R F L A G
Six years ago, Anton Schweighofer and his father began doing business with bicycles online. Their garage start-up has now made a name for itself in the Vienna-area bike scene. Motivated by their success online, the pair ventured into the traditional brick-and-mortar sales business. With the assistance of Umdasch, Bikepirat (bike pirate) opened a store of about 750 square meters that sells everything from scooters for small children to bikes for amateur athletes and equipment for top athletes. And – the name says it all – the umbrella brand Bikepirat was also the inspiration for the store’s eye catcher: the central element in the product presentation is a platform with a silhouette that evokes the hull of a ship – a pirate ship, of course.
FACTS:
Photo source: Umdasch Shopfitting
LOCATION: Grafenwörth, Austria
SALES AREA: 750 m2
OPENING: 05.2016 OPENING: Shop Design, Manufacture, Installation SECTOR: Sports CONTACT: www.bikepirat.at
shops 118 — Showcases
FACTS: LOCATION: Wilhering, Austria
SALES AREA: 1,200 m2
OPENING: 09/2016 SERVICES: Manufacture, Installation, Digital Retail: ESL.inclusive by Umdasch SECTOR: Food CONTACT: www.spar.at
O U TSTA N D I N G WO R K Umdasch and the label manufacturer SES Imagotag have joined with SPAR to develop a new electronic shelf labeling system: ESL.inclusive by Umdasch. This system d irectly connects individual price tags with the shelf in the form of a closed sliding solution. The labels are powered by electricity, making limited-life batteries a thing of the past. This innovative solution currently has some 50,000 labels in circulation, and was first introduced in 2015 at the SPAR branch on the campus of the Vienna University of Economics and Business. It was then brought to more locations, including Interspar in Kufstein, Eurospar in Wilhering, and locations in the German state of Thuringia (Vorarlberg) and in Klagenfurt. Along with the digital labeling, Umdasch is also responsible for shop fitting for Spar.
Photo source: Umdasch Shopfitting
Spar
48 — 49
QUESTIONS FOR HANS K. REISCH Chief Executive Officer of SPAR
How was it working with Umdasch Shopfitting during the ESL.inclusive innovation process? “When furnishing a market with ESL [Electronic Shelf Labeling], Umdasch Shopfitting acts as a full-service provider: everything from the procure ment of tags to customised adaptations to fully developed interface software solutions to integration into the existing or new business premise – maintenance and service support included.
What made SPAR decide to invest in electronic price tags from Umdasch Shopfitting? “SPAR is a modern trading company with a pioneer spirit. In our own Digital Innovation Forum, SPAR employees from divisions such as IT, sales, shop fitting or marketing are constantly developing digital retail innovations. At the same time, we are always searching for strong cooperation partners. Umdasch Shopfitting is without question a trailblazer when it comes to digital solutions for modern shop fitting. We knew from the outset that, with Umdasch, we had a strong partner on our side that would have the cour age to break new ground and with whom we could develop unique technologies.”
The cooperation was greatly facilitated by this com prehensive portfolio and also by the fact that Umdasch Shopfitting had already dealt intensively with the requirements of retailers regarding modern ESL equipment. When working with cooperation partners, it’s impor tant to us that all project participants – both internal and external – have excellent professional experience and can conduct constructive discussions with one another on equal terms. We especially appreciate this type of cooperation, which we were able to have with Umdasch at any time. Now ESL.inclusive must be tested intensively, in order to optimise the benefit for our customers as well as for our employees.” (cp)
Eurospar’s innovation shop design in Wilhering includes ESL.inclusive, the electronic price labeling system
Photo source Portrait: HELGE KIRCHBERGER Photography
developed by Umdasch.
shops 118 — Digital Retail
The third eye How many visitors do I have? Why does one retail area work better than others? And how old are my customers, anyway? These questions now have answers, thanks to the analysis tools from Digital Retail.
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Smart Tracking
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a parking level. Today, a newly built, mix-used complex includes a mall with 66 brand stores, a hotel, offices, a medical centre, a wellness centre and apartments. What used to take a lot of time is now mere child’s play, thanks to the newest camera technology and software: customer fre quency analysis. It’s the latest from Umdasch Digital Retail: People Tracking, Checkout Queue, Activity Visualizer and Gender Recognition. These are highly sought-after solutions in our age of dwindling point of sale productivity. Umdasch Shopfitting’s digitization specialists provide precise information to their clients about the population flow in shopping malls, on shopping streets and in stores – and an analysis of purchasing behavior, to boot. The Umdasch team cut its teeth on the shopping district Q 6 Q 7 in Mannheim. This used to be a large construction market with
Umdasch worked with the mall’s official technology partner, SAP, to design a concept for customer frequency analysis. It involved installing 190 cameras throughout the mall; on one hand they are used for video surveillance, but they also provide data on cus tomer flows and sales habits. The movement patterns and preferred routes of visitors – who enter the mall via 12 different, can now be recorded and evalu ated. The system also measures the success of special sales and events, takes the influence of weather into account, and spots lost items, which can then be picked up and returned to their owners at an Infopoint.
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The heatmap is key to customer frequency analysis. State-of-the-art software provides strategically important conclusions about customer behaviour in the store
The small cameras are hardly noticeable, as they are installed beyond the customer’s field of vision.
FACTS:
PROJECT: Planning, conception, implementation of customer frequency analysis including maintenance, planning and merging of software and hardware in Q 6 Q 7 Mannheim, as well as for the Butiq and Porsche Design stores
PROJECT PERIOD: May to September 2016
TASKS AND OBJECTIVES: The first comprehensive system of people tracking, in cooperation with SAP
SCOPE OF SERVICES/ DIGITAL PRODUCTS: 190 cameras (Type: Axis), planning,
conception, assembly in the entire centre at heights of up to 17 metres, maintenance and support
Photo source: Jens Pfisterer
Two stores – Butiq and Porsche Design – also use the digital tool to glean information about visitor behaviour in their stores. Gender Recognition technology helps determine the sex and age of customers, while the Activity Visualizer creates a motion profile in real time. Such information helps store operators adapt their product range to customer needs. Or the constant input can help visual merchandisers design displays. Umdasch customers also like to use the digital tool, by the way, to analyse visitor traffic before major renovations.
shops 118 — Guest Commentary
ANA-U
“The best way to predict the future is to create it”
“G E T T I N G E V E R Y T H I N G JUST RIGHT”
The era of light bulbs and halogen lamps is over. Today, thanks to light-emitting diodes (LED), we have a great deal of flexibility in designing lighting conditions and moods. In the past ten years, sensational opportunities have opened up for us in this area. I deal with lighting conditions. This means addressing questions like “Which colour emphasises which mood?” and “What kind of space is this?” or “How bright should this element be?” We develop and design complete installation systems for product presentation. Our clients include manufacturers and retail chains. We are expected to provide quality that will remain suitable for ten years, yet at the same time the greatest possible flexibility is demanded of us.
For one thing, this is a cultural and not a technical issue. As I wrote in my master’s thesis, “The criteria for success for small firms’ business relations between German-speaking Europe and southern China are good personal relationships plus a strong brand of one’s own and a great deal of intercultural understanding.”
stored at temperatures between -20 and 50 degrees. They had tested this by freezing a printer at -20 degrees, then placing it in a 0-degree room and turning it on. It had taken five minutes before the printer was able to print properly; before that, the printed pages had come out with small flecks.
From Japanese partners, for example, one can learn precision. There was a time when they no longer wanted to buy a printer from us on the grounds that its manual contained errors. After six hours of on-site consultation, they were finally prepared to relinquish their resolute caution.
We agreed to change the manual so that it would read, “If you store the device at -20 degrees and operate it at 0 degrees, it can take five minutes before the device is able to print at full quality.” After this, our Japanese clients resumed selling the device without fear of losing face through making false promises.
What had happened? The manual stated that the printer could be used at temperatures between 0 and 30 degrees celsius, and
I thus learned that successful small businesses are distinguished by overcoming stereotypes and prejudices swiftly. This also enriches one’s own life immensely. This is especially true if one’s own company headquarters is located in an old place of culture and creative contemplation: inside a castle perched above a grove of trees in eastern S tyria. The aim here is to open up spaces for thinking and to find inspiration. To work out solutions. To get to the heart of things. And then to go back out into the world.
Photo source: Ana-U
Take, for example, our Green Quality shelf lighting system: Because we produce its components ourselves and deal with clients in China and Japan, among other places, we must find our way in a broad variety of cultural contexts.
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Green Quality “ O P E N I N G U P S PA C E S T O T H I N K . F I N D I N G I N S P I RAT I O N . D E V E LO P I N G SO L U T I O N S. G E T T I N G T O T H E P O I N T. AND THEN BACK O U T I N TO T H E WO R L D. ”
Ewald Ulrich has been working with electronic components and lighting technology for 25 years. His company, ANA-U, serves international companies at multiple locations worldwide, from product development to production. Several times a year, Ulrich travels around the world to attend to his network of clients and suppliers. His love of detail and his deep respect for all things changeable
Ewald Ulrich
connect him with his favorite country, Japan.
shops 118 — Meeting Point
Meeting Point Shop Academy
February Visual Merchandising von A bis Z * (Anja Müller) 09.02.2017 Dusseldorf Die Visual Merchandi sing-Konzeptwerkstatt * (Anja Müller) 16.02.2017 Amstetten
June
September
Internet Retailing Expo 05. – 06.04.2017 Birmingham www.internet retailingexpo.com
Der POS-Fitness-Check * (Maik Drewitz, Dominik Alder) 01.06.2017 Dusseldorf
IFA Messe Berlin 01. – 06.09.2017 Berlin www.ifa-berlin.de
Retail Secrets Tour München * (Wolfgang Gruschwitz) 07.04.2017 Munich
Retail Secrets Tour * (Christian Mikunda, Denise Mikunda-Schulz) 09.06.2017 Vienna
Der Store als multimediales Erlebnis * (Bernd Albl, Michael Rodin-Lo) 27.04.2017 Mannheim
March EuroShop 05. – 09.03.2017 Dusseldorf www.euroshop.de
May Die Visual MerchandisingKonzeptwerkstatt * (Anja Müller) 04.05.2017 Oberentfelden
Smarte Kunden- Kommunikation am POS * (Jantje Nowodworski) 23.03.2017 Die Spielregeln Amstetten der Ladendramaturgie * (Christian Mikunda) Das Trendradar 05.05.2017 für den Food-Retail * Bonn (Hanni Rützler) 30.03.2017 Der POS-Fitness-Check * Vienna (A. Leitl, B. Lienbacher, D. Alder) 11.05.2017 April Amstetten World Retail Congress 04. – 06.04.2017 Dubai www.worldretail congress.com
Visual Merchandising von A bis Z * (Anja Müller) 18.05.2017 Amstetten
GDI-Handelstagung 07. – 08.09.2017 Zürich, Rüschlikon www.gdi.ch Maison & Objet 08. – 12.09.2017 Paris www.maison-objet.com
EHI Omnichannel Days’ 17 20. – 21.06.2017 Cologne EHI Retail www.omnichannel-days. Design Konferenz com 19. – 20.09.2017 Kologne www.retail-designFür Sinnesfreuden am konferenz.de POS sorgen * (Arndt Traindl) 22.06.2017 Paris Retail Week Amstetten 19. – 21.09.2017 Der Store als multimediales Erlebnis * (Bernd Albl, Michael Rodin-Lo) 22.06.2017 Oberentfelden Be a brand! * (Claudia Engel-Hutner) 22.06.2017 Dusseldorf Be a brand! * (Claudia Engel-Hutner) 29.06.2017 Amstetten
Paris www.parisretailweek. com Der POS-Fitness-Check * (Maik Drewitz, Peter Poppen) 21.09.2017 Oberentfelden Mit Mobile, Social Media & Co. RetailKunden begeistern * (Günter Nowodworski) 21.09.2017 Amstetten
Die Visual Merchan dising-Konzeptwerkstatt* (Anja Müller) 28.09.2017 Dusseldorf Gastronomisch punkten am POS * (Pierre Nierhaus) 28.09.2017 Frankfurt
October Expo Real 04. – 06.10.2017 Munich www.exporeal.net Emotion pro m² * (Wolfgang Gruschwitz) 05.10.2017 Amstetten
Ladendramaturgie LIVE! Seoul * (Christian Mikunda und Denise Mikunda-Schulz) 24. – 28.10.2017 Seoul
November Smarte Kunden- Kommunikation am POS * (Jantje Nowodworski) 09.11.2017 Dusseldorf Catch me if you can – Keine Angst vor Ladendieben * (Alfred Fuchsgruber) 09.11.2017 Amstetten
Retail Secrets Tour Kopenhagen (Paul van Hemert) 12.10.2017 Copenhagen Neocom Dusseldorf 11. – 12.10.2017 Dusseldorf www.neocom.de Der Store als multimediales Erlebnis * (Bernd Albl, Michael Rodin-Lo) 19.10.2017 Amstetten
For further event information, please visit www.umdasch-shopacademy.com
Die Spielregeln der
Ladendramaturgie * (Christian Mikunda) 28.09.2017 Amstetten
* in German only
Photo source: Umdasch Shopfitting
2017
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Retail Secrets Tour Copenhagen
1 2 O C TO B E R 2 0 17
One Day. One City. An inspirational tour for retailers. A small capital, but with magnificent architecture, hip design and c osiness. Copenhagen is all of these things. The Danish metropolis is a wonderful place to track down trends as regards both design and a rchitecture. Scandinavian charm, design and gastronomy On 12 October 2017, Umdasch retail professional Paul van Hemert will lead you along Strøget, Denmark’s most famous promenade, to selected stops including the premium department store Illum, the showroom of Royal Copenhagen and the young cult label HAY House. The insider tour will also stop over in various fashion able districts. One of the highlights will be the store of Normann Copenhagen, where young Danish furniture design is combined with selected fashions in an old cinema auditorium. Gourmets from all over the work make the pilgrimage to Copenhagen in order to dine in Noma, which has been awarded the title of the “Best Restaurant in the World.” The purist regional cuisine characterises the culinary image of the city and is in harmony with the relaxed lifestyle of the citizens of Copenhagen.
Photo source: Normann Copenhagen
Save the date INFORMATION AND REGISTRATION UNDER: www.umdasch-shop-academy.com or through Sonja Wahl (sonja.wahl@umdasch-shopfitting.com)
shops 118 — Imprint In issue 119 of shops:
T H E A N N I V E RS A RY E D I T I O N O F U M DA S C H S H O P F I T T I N G
MEDIA OWNER AND PUBLISHER Umdasch Shopfitting Group GmbH Josef Umdasch Platz 1 3300 Amstetten, Austria Tel.: +43 7472 605-0 shops@umdasch-shopfitting.com www.umdasch-shopfitting.com EDITOR-IN-CHIEF Petra Böttinger-Barth EDITORIAL ADVISORY BOARD Silvio W. Kirchmair ART DIRECTION/ EDITORIAL ADVISORS typenraum Stuttgart, Germany www.blocherblocher.com MANAGING EDITOR Carina Porranzl EDITORIAL TEAM Petra Böttinger-Barth (bp), Carina Porranzl (cp), M ichael Raeke (mr), Evelyn Ring (er), Sonja Wahl (sw)
TRANSLATION Toby Axelrod COPY-EDITING typenraum, Umdasch Shopfitting LITHOGRAPHY Repromayer Reutlingen, Germany www.repromayer.de PRINTING Friedrich Druck & Medien Linz, Austria www.friedrichdruck.com COPYRIGHT All rights reserved. Reproduction and excerpts only with written permission of the publishers as well as text and picture annotated “shops – The I nternational Magazine for Retailing and Shop D esign, issue 118”. All information in this pub lication is correct to the best of our knowledge but without any guarantee. Photo source: Robert Kneschke
In business since 1868:
ATTENTION INTEREST DESIRE ACTION In a fast moving world, people are used to get stories provided in the most compact form: video. From daily updated special-deals, over inspiring image-films and commercials from your suppliers to millions of pleasant moods – with firstSpot‘s LED videowall systems you can catch your audience‘s attention, generate interest, create desire and directly lead to action at the very, very best place in the world: at your point of sales. Are you ready for additional revenue?
THE BIG PICTURE COMPANY
www.firstspot.eu
Green Quality Greenquality is a trademark of ANA-U
We are the specialist for shelf lighting We also offer a complete installation system for shelf constructors with power rails, cables, ballasts and led lamps. With our shelf lighting systems, we put every product in the right light. Our many years of experience and product competence make us a reliable partner .
ALAz - LED
ALAz-LED Is a trademark of ANA-U GmbH. ALA-LED lamps are the ideal replacement for fluorescent lamps in rack construction. They are optimally designed for installation in modern shelving systems. For example, up to 6 lamps with a power supply, are connected in series (70 watt max.). The assembly is done via clips or embedded in a groove. Various connecting cables and a current bar system round off the product range. The lamps have a lifetime of more than 50,000h or 6 years at 50% duty cycle. If necessary, the lamps can be easily replaced without tools. The light color can be optimized for extraordinary product presentations.
LED Lamp T5 T5-LED lamps are the ideal replacement for T5 fluorescent flashlights in rack construction. They are optimally designed for installations in modern shelving systems. Up to 8 lamps can be cascaded with a power connection system. The assembly is carried out by means of clips or adhesive magnets. Various connecting cables and a current bar concept round off the product range. The lamps have a lifetime of more than 50,000 h.
Price rail SR1 The new SR1 illuminated price rail allows effective product presentations. It can be simply snapped onto all common racking systems. It is compatible with the GreenQuality current bar and cable system and can be combined with other LED lamps as desired. The product lighting can be adjusted in 4 inclination levels.
Modern LED lamps Compact design Cost saving installation system Product specific light colors High light quality: CRI 95 Livetime > 50,000h, L60B50
„sundown“
www.greenquality.com „daylight“
„clearlight“
DĂźsseldorf Hall 12, Stand D53 umdasch-shopfitting.com