Tokyo Goes Berlin @ Premium 2011
17 Jan. 2012
PREMIUM’S OFFSHOOT SEEK GETS NEW LOCATIONBerlin’s Premium fair is at the ready for January 18-20. Premium general manager Anita Tillmann described the preseason new luxe event of the 10th summer anniversary as “even more exclusive.”
The organizers of the event have tightly ciphered out the show’s portfolio in order to put a crisp line in between the premium and mass segments. This 19th Premium fair is once again located at the station ‘Glasdreieck’ across 23,000 sqm. Last season, Premium included 800 brands, 1,200 collections and 60,000 visitors. The organizers expect approximately the same numbers for this January edition. The event’s structures will for the most part stay the same, with Premium offshoot Seek moving to a new area. Seek, the platform for young and progressive labels, will be housed at the ‘Kühlhaus’ in immediate proximity of the station and Premium. 60 exhibitors such as Surface to Air, Fred Perry, Laurel Wreath, Misericordia, Veja, Sandqvist, Patrick Mohr, John Smedley, Our Legacy, Kitsuné Tee, Velour, Denim Demon and Airbag Craftworks will be presenting their collections at the industrial but charming two-story, 1,000 sqm location.
Launched in 2007, Seek had been optimized and expanded during the past seasons under the creative direction of Oliver Saunders. “Seek offers an excellent brand portfolio that is tailored to the demands of a selected group of cosmopolitan buyers,” said Seek’s movers.
To kick-off Mercedes Benz Fashion Week, the organizers will elect the winners of their seasonal Premium Young Designer Awards at the F95 Store. F95 opened its doors this past fall and will serve as a location for special presentations in cooperation with selected designers and brands during the fair. Unlike last time, Premium Men will open the main event with classic and progressive menswear collections in hall 5 of the second floor. Highlights of the men’s segments are brands such as Harris Wharf, 5+1 Annapurna, All41 Collections, Altea, Crossley, Dieter Kuckelkorn Schuhhandwerk, Fakle, Kapraun, Kiton, Luigi Bianchi, Mantova, Messagerie, New England, Roberto Collina, Scabal, Tateossian London, U-NI-TY and Xacus.
A mix of newcomers and established brands will also exhibit at the other Premium segments such as Best of Contemporary Fashion, The World of Denim & Progressive Sportswear, Accessories Galore, High-End and Sophisticated Men & Womenswear, e.g. Duffy, Avelon, Adidas SLVR, Aigner, New England, Escada Sport, Michalsky, Lacoste, Superfine or Duvetica.
After its show debut last summer, Armani Jeans will again be present at the entrance area and will complete the high-end denim portfolio with brands such as Blue Blood, Silver Jeans Co., Dondup, Joe's Jeans or Victoria Beckham Denim.
Furthermore, Tokyo Goes Berlin, a project that was initiated last year, will continue. The Premium organizer supports 30 young designers from Japan who will showcase their collections at a 350 sqm space. After The Premium winter edition, Premium Order will take place in Duesseldorf from February 4-7 and in Munich from February 18-21. The anniversary edition of Premium and the next Seek will take place from July 4-6.
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