Future impulses at the Shopfitting Conference 2025
Exchange about the future of shopfitting inspired
On May 8 and 9, 2025, the German Shopfitting Association (dLv) hosted its annual conference—a central meeting place for companies, planners, and decision-makers in the shopfitting and display construction sectors. Due to a fire at the originally planned Velen Castle, the event was held at the Welcome Hotel Legden—with impeccable organization and the usual strong content.
Florian Geiger and Fabian were on hand for DEINZER. Both took the opportunity to gain valuable insights and actively participate in the discussion surrounding the future of stationary brand spaces. It became clear: display construction has long been more than just a functional use of space—it's a strategic brand experience.
Display construction as the key to brand loyalty
For DEINZER, this confirms the point: Display construction is becoming a central element of brand communication at the POS. The challenge lies in creating modular and durable solutions that are both visually and economically compelling. The presentations clearly demonstrated that in an overly digitalized world, physical contact points are becoming increasingly important. Space is once again becoming a place of encounter – and display construction is becoming the mediator between product, brand, and people.
Insight into processes that move
On the second day of the event, participants visited Tenbrink ProjektPlan GmbH in Stadtlohn. The company has been synonymous with high-quality interior design for over 90 years, implementing projects in retail, hospitality, and beyond. The factory tour provided a hands-on experience of how traditional craftsmanship and modern process management intertwine—a model that is also relevant for display construction: quality, material efficiency, and flexibility remain key success factors.
In-store Media
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The speaker selection reflected the growing complexity of the industry:
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Dr. David Bosshart (Bosshart & Partners) analyzed global consumer trends and emphasized how physical spaces will function as differentiating brand platforms in the future.
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Dr. Marc Schumacher took a look at the renaissance of brick-and-mortar retail – a plea for "offline as the new premium."
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Dr. Wolfgang Fengler (World Data Lab) and Dr. Boris Nikolai Konrad also brought social, data-driven and neuroscientific perspectives into the discussion.
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Andreas Müller offered practical insights from the world of gastronomy – and demonstrated how storytelling works in space.
From megatrends
to brand staging
