A trade fair turns 60

A trade fair that doesn't ask what is being sold, but how: with this idea, EuroShop was launched in Düsseldorf in 1966 and dedicated itself to a topic that was and still is of great importance to the industry: the retail of the future. 60 years later, this vision has become the world's leading platform for retail innovations. In 2026, the 60th anniversary will be celebrated in Düsseldorf.

It all began on June 11-15, 1966, with around 330 exhibitors from eleven countries presenting their products to more than 30,000 visitors on 17,193 m² of net exhibition space. The exhibition mainly featured shopfitting, shop fittings, refrigerated display cases, cash registers, and display advertising materials. Hot topics included “the modern drugstore,” “modern textile sales,” and “frozen food as the product of the future.” Initially, the retail industry was skeptical about the new trade fair. But by the second EuroShop in 1968, the press was already talking about its “global significance.” To this day, EuroShop sees itself as a reflection of the major transformations in the retail industry.

In 1975, EuroShop switched to a three-year cycle, which is still in place today, due to the medium-term innovation potential in shopfitting. In 1997, EuroCIS was added as a separate trade fair for retail technology, and international spin-offs such as China in-store in Shanghai and in-store Asia in India emerged abroad. The 60th anniversary will be marked by further expansion: EuroShop Middle East will celebrate its premiere in Dubai from October 26 to 28, 2026.

Organizer Messe Düsseldorf sees the 60th anniversary as reason enough to celebrate: from February 22 to 26, 2026, the exhibition center will be transformed into a Global Retail Festival. In addition to the exhibition with around 1,900 exhibitors from more than 60 countries on a net exhibition area of more than 100,000 m² in 14 halls, guests can expect an extensive supporting program with seven stages, many special areas such as the Designers' Village and the new VM Experience, as well as Guided Innovation Tours to exhibitors and Store Tours through Düsseldorf.

In seven experience dimensions, EuroShop aims to once again showcase the wide range of innovations that will shape the retail sector of tomorrow in its anniversary edition. The Shopfitting & Store Design dimension is at the heart of the event. The Lighting Dimension…