February 1, 2022
The city of Frankfurt is set to become Germany’s new fashion hub, hosting fashion weeks and industry shows. But the pandemic created a different ending and then two versions heavily interruptedthe Reward The trade show has announced that it will return to Berlin on July 7, 2022, when it plans to host a new type of event with a mixed B2B/D2C format.
The announcement comes after five trade shows are scheduled to take place in Frankfurt in January, Rewardneon, Search, The Ground and Val:ue, were forced to cancel their sessions due to a new Covid-19 surge in the area. The premium was scheduled to be the opening event in the summer of 2021, but has been halted due to the pandemic. As they revealed in June 2020, Organizer and high-end Messe Frankfurt has ambitious plans to make Frankfurt, Germany’s main financial hub, the new hub of the country’s fashion scene.
“Berlin is the Berlin mayor Franziska Giffey said. “As the new regional government, we are committed to making Berlin’s economy strong. Trade fairs and events are the main driver of the economy and a gathering point for Berliners and visitors from all over the world. We are therefore delighted to be able to bring Premium Group events back to our city,” she added.
However, the Premium program will return to Berlin in a new form. The organizers say they are developing a new concept based on the Berlin Radio Tower (Funkturm Berlin) and the Sommergarten, the oval park in the city’s exhibition center, a popular festival and concert venue. language. There, Premium’s vision for the future of fashion trade shows takes shape. Anita Tillman and Jörg Arntz, the minds behind Premium, wanted to roll out a format that resonated with a new generation of consumers, at home with DNVB, e-tail, and influencers.
“Traditional program formats are no longer relevant,” says Tillmann. “We have to reinvent ourselves and look to the future, to a new phase in the life of the fashion industry before the outbreak of the pandemic, which changed everything. Digitization, climate change, pandemics, changing values, new industry cycles with new players, gender equality, diversity, metaverse, games and NFTs, to name a few we’ll work it out,” added Tillmann. She wants to make “new rules” for the future of commercial events, which must be bidirectional B2B and D2C.
Premium’s decision raises questions about Frankfurt’s future fashion Week, relying on concurrent trade shows to assert its position with respect to Berlin. Organizer Messe Frankfurt claims in the belief that fashion week provides “a timely response to market needs,” and points out that Frankfurt-based events, from trade fairs to shows, conferences and other events, will resume as planned next July. .
Premium’s firm position is that the move to Frankfurt has not taken place due to the pandemic. And the decision to return to Berlin was made to “do justice” to the program participants and the entire ecosystem of the market.
“We are really disappointed that a move to Frankfurt is not possible,” said Arntz, chief executive officer of Premium Group. “We tried our best, and did our best. As an entrepreneur, one should always be able to get out of an impasse and question decisions made (…) We are Berliners, and we are confident that the new government will set up establish Berlin as a creative pillar of Europe in one he added.
The first comeback version of the show in Berlin is set for July 7-9, 2022.
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