"All Tomorrows" area at Bright
24 Jan. 2012
SHOW REPORT: BRIGHT XIVIn busy fair times, entering Bright is always a pleasure. Less trouble, less bother, less hype; more relaxation and time for talk. For the 14th edition of the skate and streetwear trade show, which took place from 19-21 January in the now cult location of the former Berlin STASI headquarters, the energy was no different. But is a nice atmosphere alone enough to attract customers?
12,000 visitors were recorded at the most recent Bright event with Friday as the most popular day and Saturday as the least frequented. These figures show 3,000 less people than July of 2011, but 600 more than this time last year.
So the previous fear that with the first-ever absence of traditional Bright magnet Carhartt plus the loss of Roxy and Quicksilver, a significant share of guests might keep away from the fair, proved needless.
A few exhibitors still seemed unsatisfied with their booths’ attendance rates or bemoaned that they had met too few prospective customers. Furthermore, their regular customer base often files orders elsewhere. Trade agencies like R.O.U.G.H distribution (responsible for Emerica and Brixton) stated that most of their order meetings are held at their clients’ locations, while others reported that signed customers are planned to drop in at their showrooms after the trade show. “The real work is going to start after the fair,” confirmed Jochen Smuda from streetwear label Ucon.
Colorful denims at Reel
Booth arrangements and the division of space stayed nearly the same as compared to previous seasons. Some stalls showed particular originality: while Nike presented the creation of their iconic “Lunar” shoe sole in bright neon lights, Volcom offered their guests free hot dogs and individually branded beanies. The young designers platform “All Tomorrows,” which was launched during the previous edition of Bright, was expanded this season so that even more new talents received the chance to exhibit their fashion or photography work on the third floor of the former STASI building. Next door, visitors had the chance to challenge each other at uniquely designed indoor miniature golf tracks, which was very well received by the audience.
Volcom customized beanies
Lifetime Collective at Bright
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