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Yellow Stage @ EuroShop 2026: What makes brand experiences unforgettable

11.02.2026

Event marketing may sound like something that only happens on big stages but we actually encounter it more often than we think. I notice it whenever a brand appearance feels less like a presentation and more like a true experience.
Audience in front of and next to the Yellow Stage at EuroShop

© Messe Düsseldorf/A. Wiese

A trade fair stand or a pop-up store for example should do exactly that: tell a story, spark emotion and create moments that stay in people’s minds long after the event is over.

That’s what the Yellow Stage at EuroShop 2026 is about: live communication, brand staging and unforgettable experiences, whether analogue, digital or hybrid.

Trade fairs as well as POS marketing are evolving into something much more experiential, becoming spaces for connection, emotion, and unforgettable brand moments. This shift lies at the heart of the Yellow Stage, where experts will explore expo and event marketing through practical examples and international best cases.

What you can look forward to:

  • Experiential marketing and storytelling
  • Sustainable and inclusive event concepts
  • The AI transformation of the event industry
  • Exhibitions in an international context

I’m really looking forward to the valuable insights the Yellow Stage will offer from 22 to 26 February 2026 in Hall 1/B64, and to seeing how live experiences continue to shape the future of brand communication.

Discover how to create unforgettable experiences on the Yellow Stage

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Portrait of Elke Moebius, Director EuroShop/EuroCIS, in front of red background with vertical lettering “EUROSHOP”; copyright graphic: beta-web GmbH

Get your ticket for EuroShop 2026 online

Visitors enter a light-filled exhibition hall with a large red EuroShop logo in the foreground; copyright: Messe Düsseldorf/A. Wiese

The exclusive supporting program at EuroShop

Visitors follow a presentation on the “red stage” at EuroShop; copyright: Messe Düsseldorf/A. Wiese

Our exhibitors, their products: your solutions

A spacious exhibition stand at EuroShop showcases a wide range of retail solutions with seating areas, presentation tables, and many visitors; copyright: Messe Düsseldorf/A. Wiese

Experience the Dimensions of EuroShop

The slogan “Seven dimensions of total performance” stands against a red background next to the EuroShop star made of small colored bubbles; copyright: ergo
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