modebranchen.NU NU International no. 1 January 2020 Fashion Part | Page 23

H5-Showrooms
SHANE BRANDENBURG
JÖRG WICHMANN
SELVEDGE RUN & ZEITGEIST
ISN’T ABOUT GOING HIGHER
AND FASTER, BUT ABOUT
VALUES AND MINDSET
Panorama Airfield
FLEXIBLE POP-UP CONCEPT
The pop-up concept will impress consumers
and make them enthusiastic about fashion.
Together with the retail sector, PANORAMA
Berlin is planning and organising these events
in the very places where consumers can be
found, therefore bringing the fashion to them.
- The consumer of today likes convenience
but is also discerning at the same time. With
innovative fashion themes packaged in the
consumer’s lifestyle, curated sought-after
brands, drops, limited editions and after-
event parties, this new concept perfectly
reflects changing consumer behaviour.
This agile fashion pop-up concept brings
together consumers, retailers and brands in
an emotional way and can be used as a pop-
up event space anytime and anywhere, even
at several locations at the same time, says
Jörg Wichmann CEO of PANORAMA Berlin.
He adds that tradeshow organisers who only
think in seasons obviously haven’t understo-
od that brands and retailers are desperately
in search of new ideas between January and
July too.
- There is a huge need for concepts that focus
on the consumers and their surroundings.
And this is exactly where the fashion pop-
up concept of PANORAMA Berlin comes in.
With this new approach, PANORAMA Berlin
is underlining its “think differently” approach
and laying the foundations for a whole new
event concept, states the CEO.
In January 2020, SELVEDGE RUN &
ZEITGEIST is venturing into the creative
centre of Berlin and, for the first time,
holding its 10th edition in the exclusive
showrooms of Hangar 5 at the histori-
cally significant Tempelhof Airport.
For AW 2020/21, the tradeshow is
showcasing its handpicked selection
of premium brands in a total of four
showrooms in Hangar 5. This is the
best stage on which to emphasise the
independence of the SELVEDGE RUN &
ZEITGEIST brands, while also showing
that the event is an integrated part of
PANORAMA Berlin. In addition to long-
standing friends of SELVEDGE RUN &
ZEITGEIST, the list of brands includes
new and exclusive brands from the Ja-
panese denim community, which will be
available to order in Europe for the first
time.
Awaiting the most important internatio-
nal buyers in a work-oriented atmosphe-
re is a curated selection of high-quality
brands with sustainability criteria from
the industry-relevant categories of De-
nim, Craft, Current and Outdoor. As the
tradeshow’s official partner, Noodles
Noodles & Noodles Corp. will be fitting
out the individual showrooms with their
traditionally made furniture.
This year’s #TRENDSAREFORSUCKERS
ethos should be seen as food for
thought for the brands and consumers
of short-lived trends who are lacking a
sense of responsibility for sustainability
and fairness.
In the words of Shane Brandenburg:
- SELVEDGE RUN & ZEITGEIST isn’t
about going higher and faster, but about
values and mindset. Tempelhof Airport
is one of the world’s most spectacular
locations and an incredibly awesome
venue for hosting a tradeshow. I’m re-
ally looking forward to getting another
fantastic event off the ground with the
SELVEDGE RUN community from all
over the globe.
A
taking the form of a roadshow, the concept
will then, as a third step, go on tour, stopping
off at different locations.
SELVEDGE RUN & ZEITGEIST IN THE
SHOWROOMS OF HANGAR 5