"Defining a clear roadmap for AI": EuroShop and the mega-topic of artificial intelligence
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EuroShop 2026 promises to take the world of expo and event marketing to a new level. From a live communication perspective, the welcome speech by Elke Moebius, Jörg Zeißig, and Alexander Osterwald from fwd, or the presentation " The AI Transformation of the Event Industry" by Jesper Tuinman, will be an early highlight.
By Urs Seiler || February 16, 2026
EuroShop, taking place from February 22nd to 26th, 2026 at Messe Düsseldorf, will be all about innovations that will change the experience for both exhibitors and visitors. And of course, it goes without saying that artificial intelligence will be a key theme.
Here are some key issues affecting the trade fair and event industry:
February 22, 2026; 11 - 11.30, 1.B64 (IFES) Welcome Speech:
How are retail, brand presentation, and live communication changing? What role do experience, technology, and sustainability play in the interplay of space, people, and brand? And above all: What opportunities does this present for the future of retail and the events industry?
From left: Elke Moebius (Director EuroShop), Jörg Zeissig (CEO Holtmann+, Board Member fwd: and President of IFES) and Alex Ostermaier (Managing Director fwd: Federal Association of the Event Industry e. V.) set the content framework for the 2026 EuroShop days.
February 22, 2026, 2:30 p.m. - 3:30 p.m., 1.B64 (IFES): The AI Transformation of the Event Industry. How AI is redesigning the Event & Standbuilding Workflow
Generative AI has rapidly evolved from a creative experiment into a powerful operational force that is reshaping how the event and expo industry works. This session explores how AI is accelerating everyday tasks, improving decision-making, and enabling professionals to work with greater speed and clarity. Attendees will gain insight into the shift from standalone AI tools to integrated, adaptive systems that will soon support the entire event lifecycle. The session outlines a realistic near future.
EuroShop and the mega-topic of artificial intelligence: "Defining a clear roadmap for AI"
Trade fairs retain their relevance because they offer something that digital formats alone cannot replace: (Spaan)
Ulrich Spaan (pictured right), Managing Director of EHI and Head of the Trade Fairs division, says in an interview : Trade fairs retain their relevance because they provide what digital formats alone cannot replace: They bring together suppliers, solutions and decision-makers and provide orientation. At the same time, their function is changing.
EuroShop and other leading trade fairs are increasingly evolving into community platforms where exchange, networking, and discussion take center stage. Pure product presentations are becoming less important.
A similar trend can be seen in brick-and-mortar retail itself, where stores are increasingly being conceived as experiential spaces.
AI has entered all dimensions of EuroShop.
Artificial intelligence now shapes virtually every aspect of EuroShop, says Imke Hahn (pictured above), EHI, in her article . Particularly with the advent of generative AI, its use has expanded far beyond classic areas such as replenishment, pricing, forecasting, and inventory management. Whether in store planning, energy and building control, or shelf management: everywhere it is evident how technology, data intelligence, and operational practice are increasingly merging, making retailing smarter and more efficient step by step.
Experience spaces for the retail of tomorrow: The special areas of EuroShop 2026
New areas such as the Food Service Innovation Hub, the VM Experience and the newly designed Designers Village (Image: Messe Düsseldorf) make trends, concepts and creativity in retail tangible.
The Designers Village is located in Hall 12 at booth A46 It remains one of EuroShop's central hubs for creative store design that fosters an inviting shopping atmosphere. In 2026, the special area will feature a new design, offering more space for interaction with the exhibiting renowned design and architecture firms from Europe, Asia, and North America.
All special areas at EuroShop 2026
The Italian Lighting Lounge showcases lighting design from Italy for interiors, exteriors and industrial design.
The EuroShop 60s Lounge celebrates the 60th anniversary and history of the trade fair.
The dLv joint stand of the German Shopfitting Association is the central point of contact for shopfitting expertise “Made in Germany”.
· The IFES Global Village brings together international expertise in trade fair and event construction.
Theshop! Global Village focuses on POS marketing and brand activation.
• Newcomers showcase their innovations at the Start-up Hub and at Young Innovators by BMWE .
EuroShop images: Constanze Tillmann.
New technologies are shaping the trade fair experience
EuroShop 2026 demonstrates how modern technologies are revolutionizing expo and event marketing. Digital tools and interactive applications create new opportunities to present products and services.
Augmented reality (AR) and virtual reality (VR) allow visitors to experience products in virtual environments. For example, they can place furniture in a virtual room or view fashion items on virtual models.
Artificial intelligence (AI) helps exhibitors provide personalized recommendations and analyze visitor flows. This improves customer engagement and increases the efficiency of trade fair appearances.
Touchless technologies are gaining in importance. Sensors and gesture control allow for contactless interaction with exhibits, which is a great advantage, especially in times of increased hygiene standards.
These technologies not only make the trade fair more modern, but also more sustainable and safer.
Sustainability as a central theme
EuroShop 2026 places a strong emphasis on sustainability. Environmentally friendly materials and resource-saving concepts are integral parts of the trade fair design.
Many stalls use recyclable or reusable materials.
Energy-efficient lighting and smart air conditioning systems reduce energy consumption.
Digital catalogs and brochures are replacing printed materials to save paper.
These measures demonstrate that expo and event marketing can also be conducted responsibly. Sustainability thus becomes a competitive advantage for exhibitors.
New formats for more interaction
The trade fair will offer new formats in 2026 that promote exchange between exhibitors and visitors.
Live demonstrations and workshops make it possible to test products directly on site and to get answers to your questions.
Networking lounges provide space for informal conversations and the establishment of business contacts.
Hybrid events combine in-person events with digital offerings, allowing participants who cannot be physically present to be included.
These formats make EuroShop a lively meeting place and promote dialogue.
The role of trade fairs as innovation platforms
EuroShop 2026 is more than just a trade fair. It is a platform where new ideas are tested and further developed.
Start-ups present innovative solutions for the retail sector.
Experts discuss future trends in lectures and panels.
Collaborations between technology providers and retailers are formed directly at the trade fair.
In this way, EuroShop contributes to advancing the industry and setting new standards.
Conclusion
For exhibitors and visitors, it is worthwhile to plan the trade fair early:
Exhibitors should prepare their trade fair appearances digitally and integrate innovative elements.
Visitors benefit from using the trade fair app to coordinate appointments and find specific exhibitors.
Networking before and during the trade fair increases success.
Good preparation makes visiting the trade fair more efficient and successful.
Since its premiere in 1966, EuroShop has become the world's leading platform for the retail sector, attracting trade visitors from around the globe every three years. It is a must-attend event for decision-makers in retail, architecture and design firms, and shopfitting and planning, offering a glimpse into the future of shopping.
From February 22nd to 26th, 2026, The World's No. 1 Retail Trade Fair will once again celebrate the latest retail innovations and, of course, its anniversary with a "Global Retail Festival." Trade visitors from around the world are expected in Düsseldorf on the Rhine from February 22nd to 26th, 2026. Around 1,900 exhibitors from over 60 nations will present their solutions and products in a total of 14 exhibition halls, covering more than 100,000 net square meters.