Impression from Premium in July '14
08 Jan. 2014
Berlin Trade Show Preview: Premium
The countdown is on! It’s less than a week until the Berlin Fashion Fairs open their doors to Germany’s big fashion circus. The upcoming winter edition 2014/15 Premium Exhibition taking place January 14-16, has announced news concerning its areas and services. The show will host a portfolio of 900 brands, which will exhibit 1,500 collections across 23,000sqm at STATION-Berlin.
The Dissonance Area, in which avant-garde collections from around the world are presented with a unique design concept, will be moving from Hall 7, into the street-side space formerly occupied by F95 The Fashion Store. The store closed at the end of 2013. Anita Tillmann, CEO Premium, explains: “The store was originally based on the idea to open a pop-up store that give space and a lobby for the upcoming fashion designers of Berlin. As the fair business requires all our attention we decided to concentrate ourselves on the core business and close the store.” Next week the former space of F95 will host 30 international avant-garde labels as part of Premium’s latest project: the Dissonance Area. Exhibiting labels include names such as Trippen, Tothem, Umasan, Thom Krom, Franziska Michael, Rundholz, Delusion, Alexandra Schiess, Odeur, Hannes Roether, Kuboraum, CM Aox, Plantica, Na Di, Demmoo Parkchoonmoo and Tom van der Borght.
The Essence of Premium showroom concept will directly face the Dissonance Area on the other side of the courtyard, and together these two spaces should make the Special Areas at Premium. Hall 4, the exhibition area for footwear and handbags, will be expanded.
This season, Premium will debut with “VIB” (Very Important Buyer) starter package. In organized tours led in English, German, Japanese, Russian, and French, these attendees will receive an overview of the Premium concept, a presentation of the exhibits’ highlights, and orientation tips.
HALL 1: Best of Contemporary Fashion
HALL 2: Accessories Galore
HALL 3: PREMIUM Lifestyle
HALL 4: The Essentials – Shoes, bags, scarves
HALL 5: High-end for the Gentleman
HALL 7: Pure Sophistication
ESSENCE OF PREMIUM
Luckenwalder Str. 4-6,
January 14-15, 2014 10:00 - 19:00
January 16, 2014 10:00 - 18:00
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