Issue no. 268

Charming side of Europe

For me, Europe is, first and foremost, a geographic expanse. The diversity of nature is this continent's true charm. More than great distances separate Finland, Sicily and Greece. Every traveler here crosses palpable und also less obvious cultural, climatic and economic regions. Geographically, the striking variety is stunning. Truly, we live in an exceptional continent. This variety is Europe's greatest treasure.

Retail trade in Europe exhibits no uniform image cultivation. It is as multifaceted as Europe's geography. Constantly searching for new, independent and unique presentations, we are fascinated time and again by the way retail trade presentation differs among the major cities. We also know in which cities to look by now. Paris, London, Zurich are among them. Occasionally something exceptional catches the eye in Milan or Munich. Unfortunately, many Eastern European countries are in left field where visual merchandising is concerned because they have neither specialized training nor a tradition of shopfitting or product presentation. But how goods are displayed is perhaps not important for their clientel. Although product scarcity is no longer an issue in Prag, Budapest or Bucarest. Certainly these cities simply have very different problems!

Paris, Milan, London, as attractive shopping paradises and heavily visited tourist destinations, have no choice but to continuously present the latest rage, the most current trends, for their betimes very knowledgeable customers. And where is that done most effectively? At the point of sale and in the show windows.

You can enjoy several unusual, vernal presentations in this issue. The retail world is and remains living theater.