The penultimate stop on this year’s international EuroShop preview tour took place in London, hosted at the Lush Studios in Soho. The event was introduced and moderated throughout by retail consultant Ian Scott, who welcomed exhibitors, retailers and media for an afternoon designed to offer early insight into what to expect at EuroShop 2026 in Düsseldorf. The next edition marks the 60th anniversary of the show, which remains one of the most recognised global events for retail innovation, attracting more than 80,000 visitors and almost 1,900 exhibitors across 14 exhibition halls, covering every major area of the sector.
The session opened with an overview from Ulrich Spaan of the EHI Retail Institute, who set out a series of key themes that are expected to feature prominently at the 2026 event. His introduction reflected EuroShop’s ongoing shift towards forward-looking retail concepts, from store design and materials to retail technology, data-driven operations and sustainability. The focus was on broader trends rather than forecasts, offering attendees a sense of the industry-wide conversations that are shaping exhibitor plans for the upcoming edition.
A discussion with Elke Moebius, Show Director of EuroShop, followed, with Ian Scott guiding the conversation. Moebius outlined several of the new features planned for the 2026 edition and explored how the show continues to evolve as it approaches its 60th anniversary. Throughout the discussion, she emphasised a point that has become central to EuroShop’s identity: in her words, visitors and exhibitors are the heroes of the event. She explained that this principle continues to shape planning for 2026, with a stronger focus on interactivity, more structured and informative content, and an environment designed to help attendees engage fully with the ideas and innovations presented across the halls. As EuroShop prepares to mark six decades since its launch in 1966, the conversation provided timely context on the show’s role within the international retail sector and the importance of maintaining a visitor-centred approach.
A detailed panel discussion followed, led once again by Ian Scott, featuring Adrian Briggs of Briggs Hillier, Matt Burns of Unibox, David Hyde of Wanzl and Simon Shankster of ITAB. Each contributor reflected on their experiences as returning exhibitors and outlined why the three-year cycle of EuroShop continues to work to the advantage of both suppliers and retailers. While annual exhibitions often limit the scope for meaningful evolution, EuroShop’s longer cycle gives companies the time and freedom to invest in higher-quality stand design, more complex and ambitious builds, and longer-term product development. According to the speakers, this not only results in better stands but also supports the presentation of genuine industry progress, allowing exhibitors to demonstrate impactful innovation rather than incremental updates.
The panel also discussed the importance of physical presence at EuroShop, noting that being represented on the show floor remains essential for visibility, relationship-building and commercial relevance. They emphasised that exhibitors benefit most when they are situated within the correct dimension of the show, for example, shopfitting, lighting, retail technology or sustainability, as this ensures that visitors can navigate the halls without confusion and connect more efficiently with the solutions they are looking for. For many exhibitors, EuroShop remains a unique opportunity to meet an international audience face-to-face, build brand recognition and engage directly with retailers seeking new partners and fresh ideas.
Sustainability formed a core part of the programme. Steve Lister, Head of Sustainability at POPAI UK & Ireland, spoke about rising expectations around environmental responsibility and outlined plans for the Sustainable Stand Tours taking place in Düsseldorf as part of EuroShop 2026. These guided tours will lead visitors through a curated selection of stands that demonstrate practical approaches to sustainable materials, responsible design and resource-efficient installations. Lister also encouraged reflection on how sustainability will be represented across the halls, noting that it will be important to see how far exhibitors have progressed since the last edition. Three years ago, sustainability messaging was highly visible, with many companies showcasing greenery-filled displays and bold claims about new solutions. The 2026 edition, he suggested, will reveal how these commitments have matured, whether earlier promises have been realised, and how central the sustainability narrative remains across the show.
The London event drew to a close with networking over lunch, giving attendees the chance to discuss the themes explored throughout the afternoon and share their own experiences of previous editions. The tone was optimistic, with many echoing the sense of anticipation for EuroShop’s return to Düsseldorf from 22–26 February 2026. As an official media partner, 365 Retail will be present at the show and will be publishing exclusive coverage, interviews and analysis in the lead-up to the event. Readers can sign up to the newsletter to stay informed about the latest developments, exhibitor announcements and new features planned for the 60th-anniversary edition.
