••• 9 ••• Messewelten Smart lighting concepts An experiential dimension Although other issues seem to be prioritised in terms of investment at present, given the current volatile global situation, issues such as climate change and sustainable business practices remain major challenges for the retail sector, both now and in the future. There is a demand from both the market and political guidelines for innovative, energy-efficient and sustainable solutions in shopfitting and digital lighting technology. Alongside resource-efficient production, the lighting industry is placing greater emphasis on recyclability and the circular economy. This year, exhibitors in the shop lighting sector will present future-ready concepts and products to trade visitors at EuroShop and continue to drive forward the transformation of brick-andmortar retail. Retail becomes a stage Hot topics in retail such as networking, IoT and AI are likely to provide trade visitors with plenty of inspiration on the subject of customer experience during the February trade fair, for example with the “New Retail” concept. Partner companies from the fields of shopfitting, content management and other advertising service providers, together with Zumtobel as a lighting specialist, will demonstrate how New Retail Solutions can transform brick-andmortar retail into an interactive experience. The retail store becomes a stage that aims to engage, inspire and bring brands to life. Flexible retail lighting that combines AI, content management, lighting control and sensory environments creates a spatial and atmospheric experience. This allows dynamic and individual marketing and lighting situations to be created at the POS based on variables such as the time of day, weather conditions or recognised customer groups. Overall, the concept aims to revolutionise customer engagement in brick-and-mortar retail, evoke positive emotions and elevate the shopping experience to a new level. Energy-efficient lighting solutions such as QLED and storytelling with light are topics in the Lighting Dimension Foto: Messe Düsseldorf / www.fotografie-wiese.de

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