Shaping the
Future of Retail:
Grassfish Summit 2025

Anna Frankzén Starrin is a cultural anthropologist and communicator; she analyzes current and future trends.

Drawing on her broad knowledge of artificial intelligence, digital media and automation, she has the capacity to draw conclusions about the megatrends that are moving in the present and that will echo into the future.

Linda Johansson is a visionary speaker who brings the future of commerce, immersive technologies, and AI to life. With over 25 years of iT-experience from international companies, she has established herself as a leading strategist.

As the CEO of the Swedish Metaverse Center and author of B2B-boken and Metaverse Mayhem, Linda shares insights from her journey—ranging from launching e-commerce solutions for Volvo Cars and Lynk & Co to holding executive roles at Knowit and Sigma.

Dean is a dynamic marketing leader with over 15 years of experience spanning B2B and B2C markets, previously holding roles in advertising, loyalty, CRM, trade planning, brand management, and customer strategy.

As the Head of Co-op Media Network, Dean is responsible for growing Co-op’s convenience-focused media business. Partnering with advertisers to leverage Co-op's scale, media attention, and first-party data to make purchase decisions easier for shoppers.

Oscar Nöjd is heading Samsung’s Nordic sales innovation team, responsible for services like Samsung Wallet and other innovative solutions and offers such as consumer DaaS and trade-in.

AI is, of course, a big part of these solutions and Samsung wants to offer products and services that offer greater and personalized customer experiences with the help of AI.

Oscar will share how Samsung is shaping the future by integrating intelligent AI solutions that help consumers and businesses.

Jonas is Head of Volvo Cars Product Experiences at World of Volvo. Discover in an inspiring session the background behind the creation of World of Volvo. Redefining the overseas car delivery experience while celebrating Volvo's legacy, World of Volvo is welcoming its guests with an ever-changing experience, centered around the customer.

Erik Stigmar is an architect and retail strategist with a passion for shaping customer experiences through thoughtful design.

Over the past 24 years, Erik has held key roles at GM, Saab Automobile, and other leading automotive brands. Since 2012, he has been part of Volvo Cars, where he leads the global development of the company’s commercial retail formats.

At the heart of Erik's work is a belief that the values of a brand should be reflected not just in products, but in every customer interaction, especially in physical retail spaces. In his talk, he'll explore how design can embody brand values in an authentic and inspiring way, and why this alignment is critical for creating trust, loyalty, and impact.

Born and raised in Frankfurt am Main, Sebastian Heger has always felt a strong connection to his hometown and the soccer club Eintracht Frankfurt. After completing his studies in media design, he worked for several years at a documentary film production company in Wiesbaden, where he contributed to numerous productions for public broadcasters.

In 2022, Sebastian joined Eintracht Frankfurt as a Digital Signage Specialist, where he is responsible for the technical management and development of the stadium’s digital screens and signage infrastructure. Combining his passion for technology, design, and soccer, Sebastian plays a key role in enhancing the matchday experience and the club’s digital presence within Deutsche Bank Park.

Jonas Birgersson is a concept developer at Grassfish, with 15 years of experience as an art director and designer. His expertise lies in creating engaging and future-proof retail experiences by blending design, technology, and customer insights.

With a strong focus on innovation and customer experience, Jonas closely follows emerging trends that are set to reshape the retail industry. In 2025, he will share his perspectives on the key developments driving the future of retail, from evolving consumer behaviors to the latest advancements in in-store technology and experiential shopping.

Maria Augustsson is passionate about creating seamless digital experiences that enhance life at sea. As Product Owner for Onboard Digital Experience, she designs solutions that help guests easily navigate, stay connected, feel safe, and enjoy every moment of their journey. Beyond the guest experience, Maria focuses on delivering real business value — driving engagement through smart content strategies and enabling onboard teams to work more efficiently through intuitive digital tools.

Together with Mattias Niklasson, Maria will showcase how Stena Line is transforming the onboard experience through integrated digital platforms that connect customers and crews in smarter, more engaging ways.

With over 25 years of experience in e-commerce, digital marketing, and digital development, Mattias Niklasson has spent the last 12 years at Stena Line shaping the company’s digital ecosystem. As Digital Engineering Manager, he leads the development and management of Stena Line’s websites and asset management systems, driving innovation and operational efficiency across the business.

In collaboration with Maria Augustsson, Mattias will present Stena Line’s approach to building future-proof digital solutions at sea — highlighting how technology is redefining both the customer journey and operational excellence.

Christian Appel is the founder and chairman of WorkShop The Retail Agency, where he helps ambitious global brands thrive in retail. He also serves as a board director at Lager157 and is a senior advisor and investor.

In his talk, he'll explores how retail spaces can evolve to meet consumers' growing emotional needs and loneliness. Drawing on research into post-pandemic social isolation and changing consumer behavior, he highlights the role of physical stores as social hubs. By transforming retail experiences from transactional to community-driven, brands can foster deeper connections and stand out in a digital world.

Oliver is CMO at Digitale Mediensysteme (DMS), with 35+ years of experience in media and digital industries, including executive roles. He worked for internationally renown brands such as MTV, Nickelodeon, Paramount, Red Bull Media House, and VOX. Additionally, Oliver has launched award-winning solutions across OTT, app, and in-store experiences.

Passionate about building greenfield products, he now leads DMS in redefining physical spaces with digital and AI-driven solutions. In his presentation, he’ll reveal how motion data helps identify real audiences, sharpen location strategies, and boost ROI.

Frank has been active in (digital) outdoor advertising for over 20 years. As CEO of the Institute for Digital Out of Home Media (IDOOH), he heads an industry association for Digital Out of Home advertising (DOOH) together with his Co-CEO Nadia Abou El Ela.

IDOOH was founded in 2022 by the Digital Media Institute (DMI), Ströer and Goldbach and has already released the first market media study for the entire German digital out-of-home (indoor) market ("Public & Private Screens 2.0"). The precursor to the IDOOH - the Digital Media Institute (DMI) - was founded by Frank and Nadia in 2013.

Marco Burkhardtsmayer is on a mission to create complex and innovative multimedia retail-concepts by implementing AI in combination with self-developed Instore-tools. Trained as a manager, he has a unique 15-year career background at companies like Philips and Mood Media.

Moreover, he founded the thriving Virtual Agency Muse Content back in 2010. Self-declared as digital nomad Marco focusses specifically on rethinking retail solutions and the future of experience management within the digital signage eco-system.