ITAB Group @ EuroShop 2026

Touchpoints and accompanying campaign for ITAB Group's presence at the world's leading retail tradeshow

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EuroShop is the world's largest retail tradeshow, hosted in Dusseldorf, Germany. It brings together companies of all shapes and sizes across the retail solutions ecosystem. ITAB Group, one of the largest retail solutions providers, were attending with two main goals - showcase the new organisation that brings together two legacy organisations (ITAB and HMY), whilst showcasing the breadth of their offering. All this needed to be delivered with the pressure of winning multiple awards at the last EuroShop three years previously.

my role

Beginning with concepting the overall brand alongside the Group marketing team before delivering everything from campaign pages, social media, printed collateral, motion and stand experience assets including elevations, graphics and wayfinding.

EuroShop challenges the retail solutions industry to standout as the single, clear voice in a room brimming with noise.

ITAB Group, bringing together ITAB and the newly acquired HMY, were attending hot off becoming one of the largest players in the industry and an award-winning show three years previously.

Beginning over six months out from the event I was a key part of the overarching marketing campaign for ITAB Group @ EuroShop. As well as being involved in the creation of the stand, including creative concepting, media touchpoints and wayfinding.

The new ITAB Group brand was launched a few weeks before the event which meant that a lot of assets were created, edited and manipulated on the fly days before the event.

The breadth of formats and quantity of assets for this project went far beyond anything I'd personally experienced before. I managed a number of agencies in the delivery of further assets that were not possible with our internal resource, including motion, digital prototypes and sales collateral. But personally I delivered everything from stand elevations to wayfinding, motion designs to on-site screens, as well as supporting marketing material.

I also delivered a number of technical enhancements to design requirements including the ability to track engagement with our assets, capturing valuable data and allowing us to report each day on what was intriguing our customers most.

We had over 55,000 visitors during the event so the sheer scale of this event was unbelievable to see and work on. Let alone considering the accompanying four month social campaign, landing pages and sales collateral that I worked on across the 6-7 month project.

This project included the incredible privilege of being able to attend EuroShop itself and see my work first hand. Although this did involve arriving from the airport and immediately being asked to edit multiple onsite screens and send off an immediate print job for missing signage, but what's being a designer without something being last minute!