Shopfitting Conference 2025
- alexandermatuschow
- Sep 11
- 3 min read
DEINZER at the DLV conference!
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 from the shopfitting and display construction sectors. DEINZER's management and sales management (Dr. Fabian Schühle and Florian Geiger) were present. Both took the opportunity to gain valuable input and actively participate in the discussion surrounding the future of brick-and-mortar brand spaces. The following became clear:
"Display construction has long been more than just a functional use of space; it is a strategic brand experience."
From megatrends to brand staging
The speaker selection reflected the growing complexity of the industry:
Dr. David Bosshart (Bosshart & Partners) analyzed global consumer trends and emphasized how physical spaces will function as differentiating brand platforms in the future.
Dr. Marc Schumacher took a look at the renaissance of brick-and-mortar retail, making a plea for "offline as the new premium."
Dr. Wolfgang Fengler (World Data Lab) and Dr. Boris Nikolai Konrad also brought social, data-driven and neuroscientific perspectives into the discussion.
Andreas Müller offered practical insights from the world of gastronomy – and demonstrated how storytelling works in space.
The prevailing insight? Display construction today must combine emotional, visual, and functional levels, as this is the only way to create experiential spaces with a lasting impact on the target audience.
Display construction as the key to brand loyalty
For DEINZER, 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 such a 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.
Practice meets attitude
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, the hospitality industry, 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.
Social commitment as an integral part of brand architecture
Particularly impressive was the presentation by the Super Hero Factory initiative, a coaching project for children aimed at combating bullying and exclusion. Tenbrink demonstrates that social commitment and entrepreneurial success are not contradictory, but rather mutually reinforce each other. We at Deinzer see this combination of attitude and craftsmanship as a pioneering path for display construction.
Strengthening networks
In addition to the official program, the conference offered valuable opportunities for exchange. Discussions with partners, customers, and competitors yielded new ideas, concrete collaboration ideas, and above all, the feeling of working together on something meaningful. For DEINZER, the event was confirmation of how important personal dialogue remains, even in the digital age.
DEINZER Shopfitting
The dLv Shopfitting Conference 2025 impressively demonstrated how the demands of brick-and-mortar retail are changing. Today, brands need more than visibility; they need substance within the space . And this is precisely where DEINZER comes in, with intelligent, target-group-specific display construction that not only designs spaces but also facilitates relationships between brands and people.
We thank the German Shopfitting Association (DLV) for an excellently organized conference full of inspiration, depth, and exchange.
The images used in this article were provided by the German Shopfitting Association (DLV). All rights are reserved by the DLV.
