The International Retail Industry Exhibition was held in Dusseldorf, Germany on March 5-9 th. It was held every three years and is the world's largest retail industry exhibition. We Visited EUROSHOP in Dusseldorf, Germany in March 2017.

This exhibition has been subdivided and expanded from the original four exhibition areas in 2014 to seven experience exhibition areas, namely POP marketing, exhibition and event marketing, retail technology, lighting, visual marketing, store decoration and store design, food technology and energy management. This practice well interprets the latest development pattern and trend of the global retail industry, and is a veritable global "new retail" direction indicator.

The lighting area has historically attracted more than 200 exhibitors from 188 brands. Among them, Philips of the Netherlands, Osram of Germany, THORN from Zumtobel Group of Austria, ERCO of Germany, Ansorg, Hera Lighting, iGuzzini, Regianni, etc. The scenes in the shopping malls can be subdivided into clothing, shoes, hats, fresh meat, and bread areas. According to the different characteristics and needs of the displayed products, lighting products should provide different color temperatures, color systems, color rendering, saturation, and light of different luminous angles to highlight the product.

The two key words proposed by EUROSHOP2017 were "emotionalisation" and "Digitalisation", which reflected harari's assessment in a brief history of the future, that is, humans are evolving from humanism (believing in people's subjective feelings and emotions) into data discourse (believing in data more than our own subjective feelings).