Today, a store is much more than just a point of sale. It is also at least a showroom, it could be a projection surface for gamification, a place of longing for staged snapshots of the Instagram generation. No customer experience is the same as any other – because this is the only way to make it a unique experience. When developing a store concept, it is therefore essential not to think in separate digital and analogue worlds, but to tell holistically networked stories. In his keynote, Bernd Albl, umdasch Managing Director Digital Retail, will emphasize that a close cooperation between architects, designers and digital experts from the very beginning of the planning phase is a crucial precondition. Bernd will show in different use cases how to develop a digital customer journey that matches the respective brand DNA. Moreover, Bernd will give an outlook, which innovative technologies retailers should have on their radar.