modebranchen.NU NU International no. 1 January 2020 Fashion Part | Page 22

PAN
R
The organisers of tradeshow PANORAMA Berlin are thinking beyond
classic seasons. With their fashion pop-up, they are presenting a
cross-seasonal concept with the mission of reinforcing the connection
between retailers, manufacturers and consumers.
BY HELLE MATHIESEN
PANORAMA Berlin moves to Tempelhof Airport
with a clear mission from January 2020. Founded
in 2012, PANORAMA Berlin is the pioneering meet-
ing point for decision-makers from the fashion and
lifestyle business. PANORAMA Berlin has since be-
come one of the most relevant European platforms.
Together with the tradeshow for quality garments
SELVEDGE RUN & Zeitgeist, PANORAMA Berlin
presents brands for women and men twice a year.
The international brands are assigned to the dif-
ferent areas of Smart Formalwear, Casual- and
Sportswear, Contemporary Styles, Denim, Heritage
and Streetwear, Accessories and Shoes as well as
sustainable fashion and curated lifestyle products.
NEW IMPULSES TO VISITORS
In view of fundamental upheavals in the apparel tra-
de, the relevance of conventional trade fair formats
in their old form is being questioned. PANORAMA
Berlin’s trade fair managers answer these questions
with a new concept that gives visitors new impulses
and exhibitors the opportunity to present themsel-
ves in a sharp and clear way. Under the motto REBEL
WITH A CAUSE, the current tenor of the fashion in-
dustry is “Keep it up”.
FIRST STEPS IN JANUARY
The first step in this transformation will be made in
January 2020 when PANORAMA Berlin presents its
“Brand Avenue” on the airfield of Berlin’s Tempelhof
Airport. On an area of around 10,000 square metres,
brands will be impressively showcased in modular
brand pavilions. The size of the areas and the arran-
gement of the pavilions will be as individual as the
brands themselves. Here brands have the opportu-
nity to show their product highlights in an innovative
setting – with the focus clearly on the product, brand
and storytelling.
And as a second step, in summer the “Brand Ave-
nue” will become the “Brand Village” with a curated
brand and product portfolio, as well as various life-
style themes. As a mobile fashion pop-up event