At EuroShop 2011, The Global Retail Trade Fair, one of the four trade show segments – EuroExpo – will focus especially on trade fair construction, design and events. Contemporary retail stores have long become "live communication platforms", so that the areas of store fitting, trade fair construction, store design and communication design are becoming increasingly more connected. EuroShop will be held in Düsseldorf, Germany from February 26 - March 2, 2011.

Over 200 international exhibitors will be present their products in the EuroExpo segment at EuroShop 2011 on 118,400 square feet of exhibit space in Halls 9 and 10. With the support of the German Industry Communication Association (FAMAB) and the International Federation of Exhibition and Event Services (IFES), EuroExpo has become a unique meeting point for the industry at EuroShop.

"Again and again, the outstanding booths of the exhibitors at our numerous international trade fairs have shown that a booth is effective on three levels: First, it provides a platform for the highly successful communication of a company's corporate identity. Secondly, it underlines a company's position in the market. And third, it allows them to optimize the implementation of their sales targets," stated Hans Werner Reinhard, Deputy Managing Director of Messe Düsseldorf, the organizer of EuroShop 2011. "We are pleased that, with EuroShop, we can offer not just one, but two highlights for the trade fair construction and event organization sector: the extraordinary booth designs of EuroShop make it one of the visually most attractive leading trade fairs in the world and the EuroExpo segment has become firmly established as the international meeting point for "live marketing" professionals."

The exhibits in the EuroExpo segment will be supported by the 1-day EuroShop Forum on Architecture & Design which will focus exclusively on up-to-date EuroExpo topics. On March 2, 2011 from 10:30 am to 4:30 pm, a range of half-hour presentations will be hosted by the publishing company m+a Verlag on topics such as "Brand Management in 3D", "Corporate Architecture", "A Sustainable Trade Fair Presence – How To Do It?", "Furniture – Hard Seats, Hard Negotiations", "New Materials – Decisive for the Effect of a Stand", "The Relationship between Light and Space" as well as "Acoustics – the Art of Ensuring Good Audibility for Rooms and Trade Fair Stands" and "Creating Special Moments – The Dramatic and Creative Quality of Events".  The forum will address themes that are relevant both for trade fair construction and retail architecture, providing equally valuable information for store fitters and trade fair construction companies.