by Alyson Lyden
At the end of February, I attended my first EuroShop. Held in Düsseldorf, Germany, this premier international retail expo takes place once every three years. According to Messe Düsseldorf, the 2026 edition welcomed more than 81,000 trade visitors from 141 countries and featured 1,840 exhibitors from 61 countries across 14 halls. There was no shortage of innovation, conversation, and, of course, beautiful stands.
As a first-time attendee, I viewed the expo through a different lens than many of the other guests, some boasting attendance for more than 30 years. From entering the expo campus through the late show floor exits, the onsite teams showed impressive skill and experience. With crowds in the tens of thousands each day, each interaction and queue ran with precision and speed, ensuring a positive guest experience. The caliber of the onsite operations was one of my first and most memorable impressions.
My perspective also comes from more than 25 years working in the tradeshow, event, and hotel industries. Over that time, I have worked for one of the world’s largest tradeshow companies, executing hundreds of shows from an organizer standpoint. I have also worked on the agency side as well as in custom fabrication. That experience meant I was not just walking the show as an attendee. I was also observing the operational details, stand design, and how the event came together at scale.
Wayfinding was clear and stretched miles throughout the city, announcing the presence of this global event. As I entered the Messe campus, the directional and parking staff were familiar with the entire layout and were able to answer questions in multiple languages, which helped those of us navigating the massive grounds for the first time. Every interaction included an English-speaking representative, easing the stress for a non-local guest.
Onsite signage was clear, staff were friendly, and entrance queues ran quickly and smoothly through badge scanners. Maps were available via the mobile app and in print, assisting attendees in different formats and helping ensure accessibility.
Upon entering the show floor, the energy was high. You could see the genuine excitement and enthusiasm of each person on a stand as well as in conversation. For an event that happens every three years, it was clear that exhibitors brought their A-game. The caliber of both exhibitors and attendees stood out immediately, with many senior decision-makers present.
As someone who has spent much of my career attending and producing shows in the United States, I also noticed several differences between European and U.S. events. In the U.S., stands often lean toward modular systems designed for efficient installation and teardown. At EuroShop, many stands appeared to be built more directly on the show floor, incorporating more custom carpentry and large-scale architectural elements. Some stands spanned several hundred square meters and even reached multiple stories, creating a very different visual impact.
EuroShop itself spanned more than 14 halls, covering a wide range of retail technologies and services. My primary focus was the Expo & Event Marketing section, which occupied roughly one and a half halls and served as my hub during the time I was there. The broader show covered everything from store design and lighting to refrigeration technology, retail marketing, and digital innovation.
According to Messe Düsseldorf, two thirds of attendees came from abroad, with visitors representing 141 countries. That international presence was evident throughout the event. Conversations happened in multiple languages, but there was a shared focus on innovation, efficiency, and the future of retail.
Networking opportunities were abundant. In addition to conversations on the stands, there were social elements and events built into the show floor that created opportunities to connect with people beyond the traditional booth interaction. These moments helped elevate the experience from a typical tradeshow conversation to something more collaborative.
The educational content was also strong. I attended sessions on sustainability and other topics shaping the industry. The speakers were well informed, and the discussions felt elevated, focusing on what is happening in the industry and where it is heading.
For a first-time attendee, my biggest advice would be to come with an open mind. The European tradeshow landscape offers different approaches to stand design, event structure, and attendee engagement. Seeing those differences firsthand can open the door to new ideas and possibilities.
EuroShop takes place only once every three years, but after experiencing it firsthand, it is easy to see why it remains one of the most influential global gatherings for retail and retail technology. I would absolutely return.
Alyson Lyden is the owner of the WBENC / NGLCC certified company, Order Defined. They offer a variety of services within the convention and event industry including agency services, staffing, fabrication and print, project management and other solutions as well as booth audits and approvals. Her background spans over 20 years from working at the flagship Waldorf Astoria and AB InBev’s corporate headquarters in NYC to transitioning to the global leader in conventions, Freeman, in Las Vegas. She has sold and executed tradeshows with over 1,000 exhibitors and has lead the charge on pharmaceutical booths spanning over 5,000 sq. ft.
Order Defined takes pride in performing 5-star, white glove level service for her clientele to focus on delivering an exceptional event for their attendees and stakeholders.
