As well as the 'Friends' scaled figures, there are some new properly proportioned figures I haven't seen at this scale before. They look to be about 12:1 if I am seeing it correctly.
There are also parts of a Fire & Police Staion and also the police helicopter in the same scale, but bizarrely a smaller scaled Fire Engine! This really must be a very large display to see in real life and is apparently in Königstrasse Street in Stuttgart and it might be exclusively a LEGO store, but I don't think there is a brand store there?
This is great news and hopefully means a much needed move away from the old 'Friends' scale and back to proper minifigs like they used to use for shop displays.
If anyone else has pictures of this type of figure we would love to hear from you.
EDIT: After a bit of searching on the net I found that this display is actually in a department store called Galeria Kaufhof.