Experience Meets Efficiency
Renowned for merging creativity with precision, the projects created by umdasch The Store Makers combine emotional brand staging with functional and economically sound solutions, always with the aim of building spaces that inspire and perform at the same time. CEO Silvio Kirchmair speaks to RLI about the company’s philosophy, some of their recent project completions and what we can expect from their presence at EuroShop 2026.
With its EuroShop motto ‘Colours of Retail – Where Experience Meets Efficiency’, umdasch The Store Makers puts its DNA into words. It stands for the conviction that successful retail emerges from the interplay of emotion and efficiency – interpreted individually for every brand, every sector and every market.
“Balance is one of our greatest strengths,” comments Silvio Kirchmair, CEO of umdasch The Store Makers. “We start most of our projects with a deep understanding of the brand and its target audience. From these insights and findings, we develop unique storytelling that translates into architecture, materials and digital touchpoints. Thanks to our experience with large rollout projects, we also think in terms of modular systems, scalable processes and digital tools to ensure efficiency in implementation and daily business operations.”
He continues by saying that today’s retail experience is more complex and individual than it was just a few years ago. Consumers expect not only accommodating stores, but also relevant, personalised experiences. The company responds to this with flexible analogue and digital design concepts and adaptable spatial solutions, ensuring that retail spaces remain relevant over time – because what works as a store today may need to function as a community or event space tomorrow.
One of their key project initiations last year was the Charlotte Tilbury flagship store in Covent Garden, London, for which they were the shopfitting partner, along with other Charlotte Tilbury stores. This new 400sq m retail space combines glamorous design, an immersive brand experience and exclusive services to create a harmonious and emotionally charged wonderland of true beauty. The space impressively combines award-winning products, multi-sensory experiences and iconic brand staging.
Meanwhile, at the 1. FC Union Berlin (a German professional football club based in Berlin) fan shop, The Store Makers were responsible for the store concept and the digital experiences, integrating interactive elements into the store design to personalise the shopping experience. For example, a typical Berlin photo booth with original stadium announcements has been installed, along with a merchandise configurator where fans can customise souvenirs of their favourite club. The 260sq m store is now more than just a fan shop; it is a piece of the Alte Försterei (the team’s home stadium) in the heart of the city.
With design principles that follow the approach of making brand worlds multi-sensory adventures, umdasch develops so-called ‘worlds of experience’ – immersive environments where architecture, materiality, light and digital elements form a unified whole. In doing so, they focus on core aspects such as storytelling in space, interactivity, community involvement and emotionalisation through all the senses. With the exception of pure discount formats, Kirchmair feels emotional connection is the key to customer loyalty and thus to repeat visits, increased length of stay and conversion rate. As the basis for this emotional attachment, it is important to have an overarching spatial theme that all other design elements are based on.
“Through this narrative spatial design, the use of multi-sensory elements and digital touchpoints in the store, we not only differentiate ourselves from the competition, but also create a unique and harmonious world of experience that touches customers emotionally and builds loyalty,” comments Kirchmair. “Technologically, this means the use of digital touchpoints, immersive media such as LED walls and smart technologies that enable personalised content. Our goal is to make the brand message not only visible but also tangible, from the first step in the store to the last digital touchpoint.”
An example of this is the HOUSE OF SILHOUETTE in Vienna, Austria, an exclusive store run by Austrian premium eyewear manufacturer Silhouette Group. The site features a virtual try-on station that ensures both a personalised customer journey and increased efficiency in the shop, as it also allows customers to ‘try on’ eyewear models that are not currently in stock at the store.
At the same time, the project underlines umdasch’s strong sustainability mindset. Materials such as ECHOJAZZ – made from 100 per cent PET with at least 50 per cent recycled content – were used for shelving and back panels to meet the demands of durable and environmentally conscious store design.
This reflects a broader understanding of sustainability at umdasch, rooted in circular materials, the ECOlib material library, long-lasting systems and concepts that balance ecological responsibility with economic viability. This all helps to create a business that inspires but also takes responsibility.
Another major factor in today’s landscape is the constant evolution of the retail sector. With this in mind, where does Kirchmair see the greatest opportunities for this ‘Experience Meets Efficiency’ DNA to flourish?
“The greatest opportunity lies in finding and convincing the right customer. We see enormous potential in data-driven design, AI-supported personalisation and sustainable store concepts. With our interdisciplinary teams consisting of experts in the fields of digital solutions, interior design and supply chain, including in-house production, we are ideally positioned to lead this movement.”
Taking place this month is the triennial EuroShop event at the Messe Düsseldorf trade and exhibition centre in Germany and for umdasch The Store Makers, this retail festival is a celebration of colour and inspiration – reflecting the many faces of modern retail and the uniqueness of every industry. These are the elements they will look to highlight at their exhibition stand and show that retail is as multifaceted as the people who shape it.
“We present solutions that transform brands into unique icons. At the same time, we show how we meet individual requirements with our expertise and tailor-made service packages. Visitors will experience how we develop industry-specific concepts – from the premium segment to food retail. Of course, efficiency remains a key focus and we will be presenting digital tools, modular systems and one stop solutions,” Kirchmair highlights.
In essence, their booth will be a festival of ideas – colourful, innovative and full of concepts that make brick-and-mortar retail fit for the challenging future. Be sure to visit Hall 12, Booth C19 to see for yourself!
As the boundaries between physical and digital retail continue to blur, umdasch The Store Makers stand at the forefront of a new era where experience truly meets efficiency.
“By combining creativity with precision, emotion with innovation and storytelling with seamless execution, we will continue to shape the future of retail environments across the globe,” Kirchmair concludes.
