Grassfish Summit 2026 June 8-10

Retail is being redefined.

Not by technology alone, but by how people, brands, and intelligence come together in physical space. At Grassfish Summit 2026, we bring together leading voices to answer one key question:

What is the true value of retail in the next five years?

In a landscape shaped by shifting consumer behavior, economic pressure, and increasing complexity, the role of the store is fundamentally re-evaluated. What was once a point of sale is now a strategic touchpoint for experience, media, and brand building.

This Summit is designed for decision-makers who are looking beyond trends, and seeking clarity, perspective, and direction.

Because retail’s future won’t be defined by channels. It will be defined by how well we orchestrate experiences where it matters most: in the store.

Why attend?

Gain clarity on where retail is heading

Learn from those shaping the industry

See how strategy translates into execution

What to Expect

Get a glimpse of the Grassfish Summit experience.

This highlights video from last year shows how industry leaders, partners, and brands came together to explore the future of retail — from strategic perspectives to real-world examples.

Grassfish Summit 2026 builds on this foundation, bringing even sharper insights, deeper discussions, and new perspectives on the evolving role of the store.

Schedule

Monday, 8. June 2026

Hotel Sacher

7:00pm – 11:00pm:

Networking

Join us for an evening get-together with networking, finger-food, and wine tasting.

Tuesday, 9. June 2026

Stadtkino Wien

8:30am – 9:30am:

Networking

Check-in and Morning Coffee

9:30am – 9:40am:

Introduction

Welcome by Grassfish

Ana Stocker
Moderator
Vertiseit

Anders Henricson
CEO
Grassfish

9:40am – 10:00am:

Keynote Session

Retail is at a turning point. As customer journeys become more complex and expectations rise, the role of the physical store is being redefined from a place of transaction to a strategic experience hub.

In this opening session, Julia Vogl sets the stage for the Grassfish Summit by exploring the forces reshaping retail and the growing need for a more connected, orchestrated approach to in-store experiences. She will look at how retailers, brands, platforms, and partners must come together to turn fragmented touchpoints into meaningful, measurable moments.

Drawing on Grassfish’s work with leading global brands, Julia Vogl will share how a strategy-first mindset is key to unlocking real impact in-store. Because the future of retail isn’t about screens. It’s about managing the entire experience.

A woman with long blonde hair stands against a black background, wearing a white shirt and a coral pink suit and smiles in the camera.

Julia Vogl
Managing Director DACH
Grassfish

10:05pm – 10:25am:

Keynote Session

Retail media is entering its next phase. It’s moving beyond experimentation into structured, scalable execution.

In this keynote, Colin Lewis shares how retailers are evolving from media sellers into true publishers — leveraging first-party data, owned channels, and in-store touchpoints to create measurable value for both brands and customers.

As the store becomes an increasingly important media environment, the challenge is no longer just monetisation, but integration: how to embed retail media into the customer experience in a way that enhances, rather than disrupts, the journey.

This session explores what it takes to build a retail media model that works in practice, across strategy, operations, and ecosystem, and why its future will be defined not by screens, but by how well it is orchestrated within the store.

Colin Lewis
Director
Retail Media Works

10:25pm – 10:50pm:

Fireside Chat

Ana Stocker
Moderator
Vertiseit

Julia Vogl
MD Grassfish DACH
Grassfish

Colin Lewis
Director
Retail Media Works

10:50am – 11:20am:

Networking

Coffee Break

11:20am – 11:50am:

Keynote Session

A forward-looking exploration of how physical spaces evolve when digital systems and real-world environments are seamlessly connected through the Model Context Protocol (MCP) — unlocking smarter, more adaptive, and truly integrated customer experiences.

Ouassim Fari
AI Architect
Accenture

11:50am – 12:20pm:

Keynote Session

In this special guest session, a Nespresso takes the stage to share how they are rethinking the in-store experience.

The keynote will explore how strategy, technology, and organisational alignment come together to create meaningful customer interactions and what it takes to scale these experiences.

Loïc Barde
Commercial Director B2C
Nespresso Austria

12:20pm – 1:25pm:

Networking

Lunch Break

1:25pm – 1:55pm:

Keynote Session

An inspiring look at how motion design transforms physical environments into engaging, emotional, and memorable experiences — and why the fusion of creativity and technology is key to shaping the future of retail and public spaces.

Liza Enebeis
Creative Director
Studio Dumbar/DEPT

1:55pm – 2:10pm:

Keynote Session

In this session, Stefan Porsche connects the principles of human-centered design with real-world retail execution. Starting from how people perceive, navigate, and make decisions in physical spaces, Stefan will explore how these insights translate into experiences that engage, guide, and convert.

This session bridges thinking and doing while offering both the mindset and the inspiration to design in-store experiences that truly perform.

Stefan Porsche
Lead Designer
Grassfish

2:15pm – 2:40pm:

Keynote Session

Gas stations are undergoing a fundamental transformation. Driven by e-mobility and changing customer behaviour, the traditional service station model is being redefined from a transactional stop-over to a destination that creates value beyond fuel.

In this keynote, Johannes Aumann shares insights from the latest Aumann Partners & Wanzl whitepaper, outlining how fuel retailers must rethink their business models to remain relevant in the years ahead.

The session explores how new shop formats, integrated processes, and strategic experience design can increase frequency and unlock new sources of value. From supply chain and category management to in-store communication and retail media, the focus shifts toward creating seamless, end-to-end experiences.

It also highlights how retail media can become a key growth lever by identifying, structuring, and monetising touchpoints across the entire customer journey.

This session offers a perspective on how a traditionally transactional format can evolve into a fully integrated experience hub and what this transformation means for the future of physical retail.

Johannes Aumann
Executive Partner
Aumann-Partners

2:40pm – 3:10pm:

Networking

Coffee Break

3:10pm – 3:30pm:

Keynote Session

As AI becomes embedded across the retail landscape, this session explores why the platform is emerging as the critical control layer — orchestrating data, systems, and touchpoints to turn AI into a scalable, operational capability across the entire business.

Roland Grassberger
CSO
Vertiseit

3:30pm – 4:00pm:

Keynote Session

Join ÖBB Werbung and Azerion Austria for an inside look at some of the country’s most innovative digital advertising projects. By combining advanced data, programmatic activation, and premium DOOH infrastructure, the session demonstrates how technology partnerships – powered by Grassfish – unlock new possibilities for advertisers and audiences alike.

Josef Almer
Head of Sales & Business Development
ÖBB Werbung

Christopher Miesbauer
Head of Sales
Azerion Austria

4:05pm – 4:30pm:

Fireside Chat

As retail becomes more complex, the ability to connect experience, data, and technology is becoming the defining factor for success.

In this closing fireside chat, Marco Burkhardtsmayer and a special guest will reflect on the key themes of the day — from evolving customer expectations to the role of platforms, ecosystems, and AI in shaping the future of retail.

The conversation explores how organisations can move beyond fragmented initiatives toward a more connected, experience-led approach, bridging digital and physical touchpoints, aligning internal teams, and building the capabilities needed for long-term growth.

A forward-looking discussion on what it takes to turn strategy into reality and where retail is heading next.

Marco Burkhardtsmayer
CXO
Grassfish

Stefan Porsche
Lead Designer
Grassfish

Liza Enebeis
Creative Director
Studio Dumbar/DEPT

4:30pm – 4:45pm:

Wrap-Up

Final Thoughts: Where Retail Goes Next

Ana Stocker
Moderator
Vertiseit

Anders Henricson
CEO
Grassfish

6:00pm:

Networking

Evening Dinner at Restaurant Luftburg Kolarik

Wednesday, 10. June 2026

Juwel

9:30am – 10:15am:

Networking

Check-in and Morning Coffee

10:15am – 12:15pm:

Experience Track 1

Explore Vienna’s historic center as a living showroom of retail. Discover how brands create engaging customer experiences, and hear the stories behind some of the city’s most famous buildings.

A practical look at how location, storytelling, and execution come together in everyday retail.

Marco Burkhardtsmayer
CXO
Grassfish

Carl Eugen Hoyos
Product Manager
Grassfish

Experience Track 2

Join us at Nespresso Atelier in the heart of downtown Vienna and discover how design, storytelling, and digital touchpoints come together to create a first-class brand experience

This excursion offers insights into how brand, service, and experience are orchestrated to create a distinctive retail environment.

Julia Vogl
Managing Director
Grassfish

Experience Track 3

Get a once-in-a-lifetime glimpse into the world of Hotel Sacher, a legendary Viennese gem renowned for its 150 years of unparalleled service excellence and pure guest experience.

This excursion offers a visit to a historic grand hotel, exploring how environment, atmosphere, and detail shape perception and experience. It’s a reflection on what retail can learn from hospitality when designing meaningful customer interactions.

Stefan Porsche
Lead Designer
Grassfish

Experience Track 4

Discover how we can develop innovative solutions for the customer experience with AI.

Portrait of Andrew Jarder, Chief Product Officer at Grassfish, standing confidently with arms crossed, wearing a black sweater against a dark background.

Andrew Jarder
CPO
Grassfish

David Schedler
Head of Engineering & Technology
Grassfish

Experience Track 5*

Take a look behind the scenes of Vienna International Airport to see how digital touchpoints along the passenger journey shape and improve the travel experience. You can end this tour at the airport.

*Experience Track 5 requires an invitation. If you want to participate please contact us.

A man in a red shirt and patterned scarf with arms on his hips in front of a dark background. He is smiling to the camera.

Chris Krohm
Experience Management Consultant
Grassfish

12:30pm – 1:30pm:

Networking

Closing Lunch

Where to Stay

The Cloud One Wien Staatsoper

Jaz in the City

Le Meridien

Join us for Grassfish Summit 2026

This is an invitation-only event designed for decision-makers in retail and brand experience. Join a select group of retail leaders, partners, and innovators shaping the future of in-store experience.

Request your invitation to Grassfish Summit 2026.

Request Invitation