ISE 2025 Trends
The Integrated Systems Europe (ISE) 2025 trade fair, held this February in Barcelona, brought together over 85,000 visitors and 1,600 exhibitors, reinforcing its status as the world’s largest event for systems and technology integration. Attending the show was Oreka Interactive, the Kendu Group’s specialists in digitalisation solutions and XR technology for the retail sector. We spoke with David Cuadrado, CEO of Oreka Interactive, about the key takeaways from the event and the trends set to define the future of retail.
ISE is the hub of innovation…
What are the three key trends that will impact the retail sector in 2025?
ISE 2025 highlighted three trends that are set to reshape retail:
· Immersive and interactive experiences: The industry is making a strong push towards interactive LED screens, digital mirrors, and even holograms, enhancing the in-store experience and making customers feel like an integral and active part of the brand.
· Retail media and real-time analytics: It’s about merging the digital and physical worlds. Digital signage systems now collect real-time data to deliver personalised advertising and monetise customer traffic at points of sale.
· Smart stores powered by IoT: Retail spaces are evolving into intelligent ecosystems. With integrated devices and sensors, energy management and remote maintenance are optimised, while the overall shopping experience becomes more personalised.
AI is becoming increasingly influential in retail…
How is Oreka leveraging AI in its technological solutions for retailers?
AI is currently being used in multiple ways to enhance the retail experience. On one hand, real-time customer behaviour analysis enables digital content adaptation and personalised promotions at key moments. Additionally, virtual assistants—such as AI-powered guides showcased at ISE 2025—help customers navigate stores, provide product information, and make tailored recommendations.
Internally, AI is streamlining operational processes, from predictive inventory management that automatically adjusts stock levels to advanced data analytics that identify consumer trends and facilitate agile decision-making. AI is becoming increasingly influential in retail. How is Oreka leveraging AI in its technological solutions for retailers?
At ISE 2025, there was a strong focus on reconnecting audiences…
Can Virtual Reality help retailers establish deeper connections with consumers?
The evolution of Virtual Reality (and XR technology as a whole) is unlocking new ways for retailers to engage with customers, as these technologies allow for immersive and highly personalised shopping experiences. In another words, it’s no longer just about seeing a product— it’s about living an experience. From virtual fitting rooms to branded spaces that blend the digital and physical worlds, VR fosters deeper emotional connections with consumers.
By combining immersive experiences with real-time data, brands can create more engaging and interactive shopping journeys, ultimately boosting customer loyalty. While the adoption of VR and XR technologies has been slower than anticipated, they will play a crucial role in strengthening the direct relationship between retailers and consumers.
What innovation do you believe will be the game-changer for retail in 2025?
In my opinion, defining innovation of 2025 will be the widespread adoption of AI across all levels of retail. This is more than just a trend—it will revolutionise content creation and product design. Traditional, time-consuming processes, such as product photoshoots, will be replaced by generative AI, which automates and optimises these tasks.
This shift will lead to significant time and cost savings while enabling greater personalisation and flexibility in content production. Ultimately, AI’s mass adoption will not only enhance efficiency but also facilitate more direct and impactful consumer engagement, unlocking new opportunities for the retail sector.
What role has sustainability played at ISE 2025? Has it been a key focus for the sector?
At ISE 2025, sustainability has moved beyond being a trending topic to becoming a strategic pillar of the industry. Experts have highlighted the importance of implementing solutions that reduce energy consumption and optimise resources. Technologies such as low-energy LED screens, e-paper, and intelligent remote management systems have been showcased, demonstrating how innovation can minimise environmental impact while lowering operating costs. This year, sustainability has been a top priority, driving a transformation that seamlessly integrates technological advancement with environmental responsibility.
To end up, is there anything you’d like to share about Oreka’s as part of The Kendu Group?
Our roadmap is centred on enhancing the group’s capabilities through Artificial Intelligence—both mainstream solutions and proprietary developments. The goal is to empower our teams and clients with new workflows that align with today’s technological potential, creating a seamless experience from concept to in-store purchase. Without revealing strategic details, I can say that in the coming months, Oreka—alongside key industry players—will play a crucial role in driving innovation and reshaping how retailers connect with consumers, making the shopping experience smarter and more personalised.
Meet David Cuadrado
Experienced professional with over 20 years of experience in the new technologies sector, currently serving as CEO of Oreka Interactive. Specialising in the development of solutions based on Augmented Reality, Virtual Reality, and real-time 3D graphics, his career spans the creation of simulators, video games, product configurators, 3D viewers, and immersive environments. By seamlessly blending creativity and technology, he delivers cutting-edge interactive experiences.
