Our daily feature celebrates memorable scenes, moments, launches and campaigns from the global aviation and travel retail sphere.

Today’s image comes from Austria, where renowned shop-fitting specialist umdasch has unveiled its spectacular 900sq m-plus exhibition for this year’s EuroShop exhibition in Düsseldorf (16-20 February).

As you can see, this is no ordinary stage show ‘booth’. In fact, as umdasch puts it, it is “an exhibition stand as a stage”.

The company says, “It’s no secret that staging is not only a matter of choice, but has become an obligation. But umdasch thinks one step ahead and puts it in the centre of their exhibition stand: architecturally accentuated and cosmopolitan, holistically unified and yet structured.”

The stand design, created by Swiss architects Dobas, features external semi-transparent wooden slats, allowing passing visitors to peer inside. A radial floor plan leads guests to the exhibition area via a generously designed entrance area.

During a circular tour, visitors are invited to discover the success components of future retail. The roof comprises around ten kilometres of tensioned ropes, designed to embody the networking of the company’s product range.

It’s a compelling narrative that is sure to stop plenty of visitors in their tracks at this year’s EuroShop.

Note: As reported, umdasch unveiled a new brand image in 2018 to mark its 150th anniversary. Previously known as Umdasch Shopfitting Group, the new branding became ‘umdasch’ with an additional slogan of ‘The Store Makers’.

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