Premium Group, the German trade show for advanced contemporary fashion in Europe, is returning to the capital and, in July 2022, is set to present a completely new live event concept around the Berlin Radio Tower and summer garden.
Berlin’s new government brings Premium Group power back to Berlin: “Berlin is THE metropolis for the cultural and creative industries and Europe’s largest start-up scene. As the new state government, we are committed to an economically strong Berlin. Trade fairs and events are an important economic factor and a centre of attraction for Berliners and guests from all over the world. We are therefore delighted that we have succeeded in bringing the events of the Premium Group back home”, says Franziska Giffey, Mayor of Berlin.
For the upcoming July event, Premium Group creates interactive live event concept for B2B and D2C. Anita Tillmann, Jörg Arntz and the team are bringing their passion for people, fashion, innovation and entertainment back home and setting new standards for live fashion events.
The creators of PREMIUM, SEEK, FASHIONTECH and THE GROUND want to redesign the sustainability of future-proof fashion events. In the new Premium Group cosmos, brands can present themselves emotionally and interactively to retailers and consumers. All realities are represented: the new kids in the industry, such as D2C brands, e-commerce and influencers, are given their place in the Premium Group cosmos in the form of the new fashion festival THE GROUND. But also long-standing partners of established brands and representatives from traditional stationary retail will profit from further developed B2B spaces.
Taking into account the different needs of all visitors, the events will take place from Thursday to Saturday for the first time: from 7 to 9 July 2022.
‘Classic trade fair formats are no longer up to date’, sums up Anita Tillmann, Managing Partner of the Premium Group. ‘We have to reinvent ourselves and look to the future – to a new stage in the life of the fashion industry post-pandemic, which has changed everything. Digitization, climate change, pandemic, changing values, new industry cycles and new players, as well as topics around gender equality, diversity, metaverse, gaming and NFTs, are just a few areas we are dealing with. We aim to set new standards for the future of trade events and merge B2B and D2C with our new event concept.’
The planned kick-off of the Premium Group Events in Frankfurt am Main could not take place because of the coronavirus, and the plan to establish the events at the new location has fallen victim to the pandemic.
‘It’s a shame that the move to Frankfurt didn’t work out’, says Jörg Arntz, Managing Director of the Premium Group. ‘We all tried very hard and did our best. As an entrepreneur, you always have to remain capable of acting and questioning decisions that have been made. In order to do justice to our customers and the market environment, we have decided – after intensive discussions with the city of Berlin – to hold our events in our home city again. We are Berliners at heart and are confident that the new government will anchor Berlin as Europe’s creative metropolis in a sustainable and economic way.’

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