What did we learn from Euroshop 2017?

Euroshop is over for another year, but what have we learned?

The unveiling of Osram’s Einstone indoor positioning system has been noted for being one of the highlights of the show.

As the automatic motorised shutters come down on Euroshop 2017, what have we learned?

Here are  three things that made the trip to Dusseldorf worthwhile.

Interactivity tops connectivity

For the past couple of years we’ve been told that the future lies with the Internet of Things and that anything that matters will be connected to a vast data harvesting machine that will eventually know everything. My problem with this is that we, as customers, seem to have little say in the process. We are simply expected to go along with what we are fed.

Euroshop isn’t a lighting exhibition and the visual sense of the show was much more about the customer experience than aesthetics.

Yes, it’s still all about making money from the customer, but they want to make sure that we’re smiling while our bank accounts are emptied.

Perhaps a penny has dropped that a customer walking around a store with their attention solely aimed at the push-messages on their smartphone is not necessarily the best retail outcome.

What interactivity can do is to bridge the awareness gap between the ‘known knowns’, the stuff that the retailer already knows about our behaviour, and those ‘known unknowns’, what the retailer suspects may be going on in the customer’s head but can’t reach.

Retailers are attempting enhance the in-store experience in order to make it more satisfying as an experience.

We’re seeing more dynamic light art in public space; designers like Jason Bruges and Therese Lahaie use sensors to trigger their installation pieces. These are exactly the same kind of sensors that we’re currently applying to glean data on customer behaviour and there is no reason why they cannot be used to generate visual displays both within store and in store window displays.

At last, we see the chance of bringing more fun to the retail experience by engaging with the creative arts of merchandising display.


For the past couple of years we’ve been told that the future lies with the Internet of Things. My problem with this is that we, as customers, seem to have little say in the process. We are simply expected to go along with what we are fed.

  • In a fast-developing field, I’m excited by the creative possibilities that suggest themselves when the robust Aurora+Gooee combo invites Flos+Gooee to come along and play in those extra-special areas of the retail display environment.
  • Coming from an unashamedly retail background, SLE, working with OMS, to present a ‘connected’ environment for the retail sector. These guys are concentrating on the visual image, and that’s exactly as it should be. Last year I prophesied a tunable-white dressing room mirror would become a reality. Well, here it is.
  • Osram’s Einstone gets a special mention because I like the idea that here’s a complete connected solution.


There’s nothing new in the idea of being able to swap components around within a luminaire family, but I sense that we’re seeing a far greater sophistication being brought to bear in LED product design, after too many years of the technology dominating the product design process.

I like to see base modules onto which decorative and functional optics can be applied, and where the LED module is made to perform like the servant that it really should be, doing the job of providing illumination to a series of reflectors, lenses and diffusers to create all manner of lighting patterns.

The aim of the Smart Mirror is to create an adjustable fitting room light that transforms the frustrating dressing-room experience into a fun activity. 


  • I fell in love with the Viabizzuno n55 series when I first saw it in London. It’s a glorious example of modularity within the context of a simple LED housing. And there is a generosity of spirit in the way that the manufacturer welcomes additions to the decorative glassware.
  • Feelux has moved on from the original turn-back electrodes that made their fluorescent cove-lighting system such a joy to use. The latest track-based system that allows interchangeability of linear modules and spot housings is a great step forward.


As LED luminous output goes up, so the physical size of the critters can come down. Euroshop is the last bastion for track and spots, inevitably, and there is a great joy in seeing such stalwarts of our lighting history being given such loving attention.

Spotlights getting smaller; recessed downlights reaching the point of near non-existence; track systems shrinking, all in the name of retail display lighting.


  • Display case lighting has always been a nuisance. No one really wants lighting paraphernalia inside a display case, but what’s the alternative? The surprise of the show was the smallest linear display light that I’ve ever seen. From Self Electronics, and only 5mm in diameter, it’s so small that it may as well be invisible.
  • In an exciting field of miniature spots for display case lighting, those who have read previous posts of mine won’t be surprised that I still haven’t seen anything to beat the Viabizzuno Micromen spotlight. It’s so silly and small that it shouldn’t be allowed out by itself.
  • One day we might get fed-up of name-checking iGuzzini, but not quite yet. The latest offering from the Laser Blade range shows just how daft miniaturisation can get. Genius design and great quality.


  • Lux will be holding a Connected Lighting in Retail Conference at the Cavendish Centre in central London on the 27th of September 2017. The event will consider how connected lighting can be utilised to interact with shoppers and what new technologies are best suited to this task. The conference will also advise you on the best ways to become a player in this exciting emerging market. You find out more and register to attend by clicking here