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Brick-and-mortar retail is at a turning point: to compete with the convenience of online shopping, retail spaces need to offer more than just products. Experience, staging and emotion decide whether customers stay or move on. TRILUX will be addressing this area of tension at EuroShop 2026. Under the trade fair motto "Retail Fusion", the lighting specialist will be showing how light retailers are supported in bringing new shop concepts to life. In this interview, Joachim Schürholz, Managing Director of TRILUX Retail GmbH, talks about why lighting needs to be strategically considered today and what highlights await trade fair visitors.
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Not square metres or product range, but impact. Retail is no longer just competing with other shops, but with every good experience that people have online or offline. Anyone who thinks they can win against online retail with product range or price alone has already lost. The strength of bricks-and-mortar retail lies in the experience. Stores must inspire, surprise and emotionalise - otherwise there is no reason to enter them. Light plays a central role here: it influences atmosphere, perception and dwell time more than many people realise.
Retail Fusion describes what is currently happening in retail. Different formats, uses and styles merge. The best example is the Cupra City Garage in the centre of Berlin - a combination of flagship store and event café that no longer has anything to do with a classic car dealership. The brand experience takes centre stage here. If you want to be successful today, you can no longer rely on a single shop concept. Today, a store is a sales area, stage, meeting point and brand space all in one. At our EuroShop trade fair stand, we will be showcasing different design approaches in four retail worlds - from lively marketplaces to minimalist luxury - and how our lighting supports these new versatile concepts.
Light is no longer a nice-to-have. It is part of the brand strategy. Whereas efficiency used to take centre stage, today it's all about lighting quality, flexibility and smartness. The lighting characterises the new shopping worlds atmospherically and functionally through light and luminaire design. Retail spaces today have to adapt quickly - often even during the course of the day. Smart luminaires and lighting management systems such as LiveLink enable precisely this flexibility. Different lighting scenes support changing uses and always create the right atmosphere.
We will be presenting numerous highlights from our expanded retail portfolio, which was created through the merger of TRILUX, Ansorg and Oktalite. One innovation is the completely new lens optics for our Lenty. spotlight. The optics are not only up to 15 per cent more efficient. It also impresses with its excellent quality of light - for precise accent lighting in the retail sector. For the Lenty Plus, we have also developed a highly efficient reflector technology with significantly more filigree facets. I am looking forward to presenting the new products live to our visitors - and to meeting many familiar and new faces, having exciting conversations and discussing the future of retail together.
Register now and secure your ticket: www.trilux.com/euroshop
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