Salon39 opened with a simple but profound question: “What would love do?” Lilli Benz of Designplus invited us to look at our decisions through the lens of love — not the romantic kind, but the all-encompassing love that holds empathy and compassion. That question set the tone for the entire day and reminded us that human connection belongs at the centre of everything we do.
Takeaway 1: Lead with love
Lilli's call for love was not just a lovely gesture but a far-reaching strategy. In a world where alienation and isolation are growing, acting with love is how we build trust and loyalty. This insight ran through every talk and discussion of the day and showed us that genuine interest and care are powerful tools in retail.
But it wasn't all emotion. Sabine Rogg of Trendbüro brought us back down to earth with her sharp observations on cultural intelligence. She spoke about the “post-future hangover” era, in which the once-glorious vision of the future has lost its shine. Rather than letting that discourage us, we should see this phase as an opportunity.
Takeaway 2: Cultural intelligence as the key to success
Sabine's talk was a wake-up call: in times of change, brands have to develop cultural intelligence. That means paying attention, listening, and responding to what a community actually needs. It is the only way to create belonging and win back people's trust. For retailers it means focusing on their customers' real needs and offering authentic experiences.
While everyone was still sorting through their thoughts, we moved seamlessly on to the next big idea: the future of city centres. Dr Marc Schumacher hosted a lively discussion on how we might rethink urban space. It was a fascinating look at the potential lying dormant in our cities.
Takeaway 3: City centres as places of encounter
The conversation brought home once more that city centres have to be more than shopping districts — they can, and should, be living community hubs. Culture and events play a central role here. Among other examples, Marc presented the town of Hameln as a model for how festivals and real connections can bring urban spaces to life. The panel also raised another intriguing concept: cities and municipalities could charge admission for special experiences to generate new revenue streams.
Fortified with snacks, drinks and two wonderful masterclasses by Sven Wedig, Hannes Melzian and Flo Czak between sessions, Kirstine Fratz took the stage and led us through the secrets of the zeitgeist. Her scientific approach was fascinating and offered a fresh perspective on social change.
Takeaway 4: Understanding the zeitgeist
Kirstine's analysis showed that the zeitgeist always follows a pattern. By understanding where the current system comes from and where it is heading, we can respond far better to the changes ahead.
The afternoon was shaped by visionary glimpses into the future of technology and mobility. Dr Marc Schumacher and Falk Ebert spoke about the next great leaps in AI and the merging of virtual and physical worlds.
Takeaway 5: Technology and phygital experiences
Marc and Falk showed us that technological acceptance is rising across every age group, and that the next stage of AI — “large action models” — is already on the doorstep. At the same time, the lines between virtual and physical spaces are blurring. For retailers that means creating phygital experiences that are compelling both visually and emotionally.
Takeaway 6: Design for desire
Flo and Hannes stressed that change needs momentum, and that this momentum comes from desire. Retailers have to design experiences that genuinely move people. That is the key to lasting success.
By the end of the day, what had been a hunch that morning was clear: Salon39 was not just an event but the beginning of a movement. A movement that believes retail can be transformed through love, cultural intelligence, innovative urban spaces, an understanding of the zeitgeist and the use of new technologies. A movement in which community and collaboration are at the heart of everything.
All of us at Designplus are proud to create this space and look forward to continuing the journey with you.
Mark 26 June 2025 in your calendar — the next Salon39 is already in the starting blocks!
Thank you for being part of our community. Stay curious and inspired!