Bright pouch
Bright pouch
 

08 Jul. 2011

SHOW REVIEW: BRIGHT WITH MOST SUCCESSFUL EDITION EVER

Bright, the tradeshow for streetwear, skateboarding and sneakers, (July 7-9), has expanded once again: With 330 participating brands, the show reached the highest number of exhibiting brands so far. Crowded hallways and booths could be spotted on Thursday and Friday. For the third time, Bright took place in Berlin at the former Stasi headquarters in Normannenstrasse after having held several previous editions in Frankfurt/Main. The step to move to Berlin, organizers Marco Aslim and Thomas Martini, have not regretted yet. “We are very happy with this location,” comments Marco Aslim. “Of course it was a risk to move pretty far away from the other fairs and shows taking place in Berlin, but we definitely attract a lot of people here.” Aslim is especially happy with the international audience which seems to increase each time even more. “On the first day, we had almost 50% international visitors at the show. Many people are coming from Italy and Scandinavia.” Altogether, this time 15,000 international trade visitors attended the show.

Also most exhibitors were very satisfied with this edition. “The quality of visitors is very good, and the entire skateboarding scene is around,” says René Harnischmacher, Product Manager of Converse. “We have very good traffic at our booth,” says Andy Lang, who is responsible for marketing in Germany and Austria for Etnies. “The show is becoming more and more international.” PV Schulz of skate shop Titus adds: “The fair is developing and becoming more professional. We are happy that Bright is running on three days, thus we have enough time to talk to distribution, sales and marketing partners.” Next to labels that are exhibiting at Bright since the very beginning, there are also labels, like, for instance, Bench Sport or O’Neill who are showing their collections for the first time at Bright in Berlin.

Especially the new layout of the entry hall which completely has been transformed into exhibition space was very well received by exhibitors as well as the new concept ‘All tomorrow’s on the third floor, a platform for young designers and labels, that have stood out due to special graphics, design or individuality. “For the winter edition of Bright, we plan to expand this area even further,” Aslim says.

Special highlight of this year’s summer edition was the “Bright Summer Festival” which was completely accessible for the public. For this, half of the soccer stadium, the Hans Zoschke Arena, on a space of 3,000sqm was used as a skate park with contests and activities happening all day.

The winter edition of Bright will run from Jan. 19-21, 2012, again at Haus 18 in Normannenstrasse, Berlin.
Bright skate park
Bright skate park

Susannah Carey

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