Interstore stands for strategic retail design in which sales environments are conceived as active communication spaces along the entire customer journey. The concept of "talking fixtures" is a clear example of this strategic retail-design expertise. The goal of this concept is to enable direct communication between product, brand, and customer at the point of sale—even when no sales staff are present. Within this approach, fixtures take on an active role in the customer journey and function as independent information carriers in the space.

In this context, Interstore contributes its particular strengths in retail strategy and storytelling at the point of sale. While Schweitzer ensures realization and potential global rollouts, Interstore develops the conceptual foundations for communicative retail environments and brand-specific presentation systems.

Storytelling as a key Element of "talking fixtures"

A central component of the Talking Fixtures strategy is the integration of storytelling directly into the furniture solutions themselves. Dedicated holders, modular information elements, and visual communication surfaces enable product information to be conveyed directly through the fixture.
As a result, the furniture itself becomes a medium of brand communication.

Through this approach, retail fixtures are no longer purely functional elements but become an integral part of the brand experience within the space.

Supporting purchase decisions through integrated communication

Clear and active communication of pricing, promotions, and product information improves orientation within the assortment and supports purchasing decisions directly at the fixture.

This is where the strength of the collaboration between Interstore and Schweitzer becomes particularly evident: concept development, communication strategy, and spatial dramaturgy are aligned early on with technical feasibility and scalability since refrigerated fixtures come from in-house production facilities.

Curated product presentation

Another key component of the concept is the targeted highlighting of selected product groups. Differentiated presentation modules guide customer attention and make assortment logic easier to understand.

This curatorial approach to retail space design is one of Interstore’s core competencies.

Hybrid fixtures as part of future-ready store concepts

"Talking fixtures" also enable functional hybrid solutions, such as combining service and self-service areas within a single furniture element. These solutions support flexible store formats and respond to changing customer needs as well as evolving retail operating models.

"Talking Fixtures" clearly demonstrate Interstore’s role as a strategic experience-design partner within Schweitzer: they transform retail environments from simple display spaces into active communication platforms that enhance orientation, convey brand values, and effectively support conversion at the point of sale.