The Premium Group takes a fresh step forward with its revamped event formats for its trade show formats PREMIUM and SEEK. The group lately has had a history of moving locations since the start of the Covid-19 Pandemic. After an initial announcement to move to Frankfurt, they then hosted summer 2022 their first post-pandemic event in Berlin the trade show halls (Messe Berlin), previously occupied by the now non-existent Panorma fair. The first event was well visited and many brands participated, however, in terms of curation and presentation, there was room for improvement. The past winter event, however, still in the Berlin trade show halls, showed both lower level of visitors and brand exhibitors than expected.
The industry was still holding onto its old ideas of the Premium event, which took place in Berlin’s centre – close to the Gleisdreieck metro station. It is, therefore, a welcomed development by many brands and also visitors that the Group moves both PREMIUM and SEEK back to their original location for this July event. As expected, also the concept is undergoing significant transformations. Their communication states they are moving away from the traditional trade show model and instead developing a trend & event platform with networking possibilities live at the location and rather than a 3-day event it will just spread over 2 days.
PREMIUM and SEEK have always aimed to create strong communities within the fashion industry, fostering innovation, courage, and attitude. The introduction of The Ground in the summer 2022 was aimed to strengthen these connections by facilitating a dialogue between brands and fashion professionals, particularly with Gen Z. In collaboration with Platte Berlin, known for its diversity and inclusivity, The Ground will host a community lounge this July. This event will feature live content creation, Gen Z insights, and immersive fashion experiences. Over two days, Station Berlin will offer various networking opportunities and an extensive content program, including live interviews, round tables, and keynote lectures. The aim is to create personal and intimate spaces will be created for valuable discussions on sustainability, tech, fashion, business, and beauty trends.
Highlights include studio MM04’s denim popup program focusing on scaling sustainability transformations in the sector and exploring lessons for the wider fashion industry. Yoonaverse will showcase relevant tech advancements for profitability and sustainable growth, such as generative AI, Web 3 Communities, Virtual Try-Ons, Machine Learning, and NFTs.
PREMIUM will showcase internationally recognized Berlin brands like Naomi Tarazi, Helena Stölting, and Prinz Berlin, along with Italian designs by Filippo De Laurentiis, Shaft Jeans, Peuterey, and Floor. SEEK will feature outdoor brands like Jack Wolfskin, Helinox, and Heimplanet, as well as Superga, Sebago, Blue Blanket, and Chpo. Sustainable brands like Veja, Dawn Denim, Sandqvist, Kings of Indigo, Jan’n’June, Lanius, and Merz b. Schwanen will be part of the Conscious Club.
These summer editions of PREMIUM andSEEK will take place on July 11 and 12 at Station Berlin, and the industry will watch both spaces closely – that is for certain.
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