Host City Day: Retail Deep-dive

Event Information


Messe Wien, City of Vienna (walking tour), Schönbrunn Palace
Session type
Special Event

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In a nutshell

Attend insightful keynotes from Austrian tourism leaders and join Dr. Christian Mikunda on an enthralling walk through Vienna, discovering the power of strategic dramaturgy and retail design.


In today’s competitive retail environment, creating a lasting impression is vital. Don’t miss your opportunity to learn from retail experience experts. The day includes keynote speakers from top attractions, future museums, and Mr. Mikunda, a pioneer of the experience economy taking place in Messe Wien. After a networking lunch, take our walking EDUTour Experience through Vienna, and immerse yourself in the city's ever-evolving ambiance as you explore the best of Vienna's retail environment. The finale? A cocktail reception at Schönbrunn Palace.


08:30 – 09:00 Registration Event

09:00 - 09:30 Welcome Coffee, Welcome ‘Trends in the Experience Industry

09:30 - 09:55 Keynote Austrian Tourism Board - Astrid Steharnig-Staudinger

09:55 - 10:20 Keynote Austrian Leading Sights - Klaus Panholzer

10:20 - 10:45 Keynote Future Museums - Sofia Widmann

10:45 - 11:00 Coffee Break

11:00 - 12:00 Keynote Christian Mikunda - ‘Mood Management in Spaces’

12:00 - 13:00 Networking Lunch

13:00 - 16:30 EDUTour – Experience Retail Walk Vienna

16:30 - 17:00 Transfer to Schönbrunn Palace

17:00 - 18:00 Schönbrunn Palace Drink Reception (The Culture Business, F&B Insights and Retail Deep-dive Tracks United)

18:00 - 19:00 Transfer to Messe Wien (Public Transport)

Food and Beverage

  • Welcome coffee
  • Lunch buffet
  • Coffee break
  • Light fares at a networking reception


  • Lunch will be served at the Messe Wien
  • Networking reception will take place Schönbrunn Palace
  • Must be 18 or older to attend. Separate ticket and Expo badge required to attend

Transportation: Vienna public transport

Pricing: Member €125; Nonmember €210 (incl. VAT)


Sofia Widmann

Museum Booster and Future Museum

Christian Mikunda

Christian Mikunda

Philipp Gamper

Swarovski Kristallwelten / Crystal Worlds
Head of Marketing

Astrid Steharnig-Staudinger

Austrian National Tourist Office

Klaus Panholzer

Schönbrunn Group
CEO Managing Director