28 Jun. 2012
PREMIUM TO FEATURE NEW HALL LAYOUTBerlin’s Premium is also in the starting blocks for the coming order season: The 20th edition of the New Luxe fair and the secret anniversary of the organization takes place from July 4 to 6 in the usual location in the station at Gleisdreieck on Luckenwalder Strasse. With many of them similar to those from January, there will be around 800 brands and 1,400 collections and products from the premium area and segments of womenswear, menswear, denim, sportswear, shoes, and accessories presented on 23,000 square meters (248,000 square feet) of space.
Around 80% of the brand portfolio consists of international suppliers. According to the event organizers, compared to last year, the brand mix will feature 25% new brands. The Halls will be distributed in a new way for the coming edition: After Hall 7 was continually enlarged over recent seasons and Hall 3 was furnished with the new glass front and new glass roofing, Hall 5 is now the main hall, extended by a terrace that is going to serve as an exhibition area for more men’s collections ranging from classical, elegant custom tailoring all the way to progressive, young designs - and also offers a lounge area.
Highlights among the brands exhibiting in the men’s area, a portfolio from progressive to classical, include Esemplare, PRPS - Midseason Collection, Memento Clothing, and Kiton.
good mood at Premium
In addition there will be structural adjustments in how the halls are distributed: Hall 2, which was previously reserved for the restaurant area, will be used as an exhibition space for the first time this summer. Presenting themselves here under the heading of Galore, this building will now feature high-quality jewelry, watches, handbags, belts, hats, shawls, cosmetics, and perfumes. In Hall 4, the former accessories hall, the organizers are putting the focus on shoes - with “Walk with me.”
As usual, the inner courtyard of Station-Berlin will be used in the summer as an exhibition space with a range of different concepts. The organizers are not only looking out for talented newcomers with the Young Designers Award which is awarded every season on July 3 in their own F95 store. The fair in the summer also welcomes young Austrian designers as part of Austrian Fashion Showcase as well as selected Dutch designers supported by the Dutch Fashion Foundation. Furthermore, young labels from Turkey and Korea will be presented.
In addition to Hall 7’s avant-garde area which includes a series of Japanese collections, Hannes Röther, Unconditional, Sleep is Commercial, David Andersen, The Black Line by Barabara I Gongini as well as a group of Romanian designers this season the Premium also features a high-end portfolio composed of of sportswear brands and designer denim. Taking part are Peuterey, Barbour, Adidas SLVR, American Vintage, Paige, Current/Elliott, Bleulab, Henry Cotton’s, JBrand, Armani Jeans, and Robin’s Jean.
While the Premium stays open further for specialist visitors, special events in F 95 under the motto “Premium for public” will also introduce and involve consumers in the summer fashion week. After international business has gotten underway in Berlin, it will then continue on the national level at the Premium Order from July 21 to 24 in Düsseldorf in Colorium Haus and then concluding in Munich at the Zenith Gelände from August 4 to 7.
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