Project
During her time in the industry, Sabine Krieg worked for various fashion brands such as adidas, Louis Vuitton, Boss and Falke, through which she was also able to gain international work experience. Her interdisciplinary approach to design, visual merchandising and communication continues to shape her work today.
These experiences have resulted in a profound knowledge of. brands/brand management as well as the transformation of spaces due the impact of digitalisation and the change in public spaces, consumer and social behaviour.
Since March 2021, she has been working as a substitute professor at the University of Applied Sciences Düsseldorf, where she develops new ideas for the future together with students and strong partners within the industry. In early 2022, for example, a holistic exhibition will be taking place in the foyer of the university on which she collaborated with students from various semesters and departments.
For what reasons did you accept the mandate?
As a substitute professor at the University of Applied Sciences in Düsseldorf, I encounter many talented students who deal extensively with different aspects of design, retail and marketing. As the association is of vital importance for young talents, I bridge the gap not only through my work at the university but also through my international, cross-industry contacts between the educational institution, the industry and the association.
What would you like to move and change in the association as a VMM advisory board member?
Who do you think should become a member of the VMM and why?
I consider anyone who sees a need for shaping change within the industry and would like to improve the attractiveness and quality of stay in public spaces as potential members of the VMM. It is important to facilitate the right synthesis between digital and stationary industry knowledge, a society-friendly design approach and an interest in actively transforming this industry.
What significance will the physical brand space and product presentation have in the future in the perception of brands and their customers?
The digital transformation of our everyday life not only means a revolution for the retail sector, but also societal changes. In a globalized and digitalized world, the need for physical proximity, in particular for human interaction and emotionality is growing. A sensory and ‚real’ experience must take hold. In order to respond to these needs, retail should embrace hybrid and innovative concepts. Like no other industry, retail is deeply rooted in the day-to-day reality of all people and impacts life as a whole. To continue to make the brick-and-mortar brand space relevant and attractive despite all the current developments – and precisely because of this major significance – it is vital to take these developments into account and incorporate them into future design solutions.
In your opinion, what new challenges will arise for the industry and our members in the next few years as a result of changes in consumer behaviour?
One challenge will be not only to observe developments in society and the economy and to link them into future designs, but to think experimentally and futuristically. What might be the solution to a present-day problem may not necessarily be the right answer in five or ten years’ time. Forward thinking is a necessity for a future-oriented positioning and enables stationary retail to gain relevance. Retailers must deliver a dynamic, multidimensional and holistic experience that is perfectly staged in the physical space.