In her initial assessment of this summer’s New Luxury trade show in Berlin, the event’s managing director Anita Tillmann says, "Premium is getting bigger.” The event will be held for the 16th time from July 7 through July 9, with the Gleisdreieck subway station once again serving as venue. The Accessories Hall will be even larger this time around as will the brands focused on music and arts in the Seek Area. Premium brands will be on display in six exhibition buildings covering 20,000 square meters (215,000 square feet). The segment categories are Best of Contemporary Fashion, Premium Denims & Progressive Sportswear, Accessories & Shoes, High End, Classic & Progressive Menswear and Sophisticated Men’s & Women’s Collections. There will be 900 international collections such as Essentiel Antwerp, Designers Remix, Humanoid, Johnston’s Cashmere, Velvet, Nicholas K, Jagger&Evans, Genetic Denim, Napapijri, French Connection, Lala Berlin, Rock & Republic and Luis Trenker. Accessories, footwear, perfumes and colognes, and cosmetics round out the products featured at the show. Sustainable labels such as Fin Oslo, Iheart, MaxJenny, Julie Park and Les recines du ciel, all bearing the green crown, are also an integral part of the Premium exhibitor portfolio. The Gästezimmer will also be returning on the (British) first floor, offering a platform to 15 Berlin designer collections in collaboration with Berlinomat.
This event offers just the right setting for top-tier brands. After the successful premiere in January 2010 the menswear section Premium Men will be kicking off on July 6, a day ahead of the official Premium opening. This allows buyers for menswear and boy's fashion to work in peace. The menswear section in Hall 5 will be putting a wide array of collections on display, from classic and elegant clothier fashion all to way to the latest design innovations. Featured labels include 0039 Italy, Baldessarini, FTC Cashmere, Sieger, PRPS, Andrea Ventura, and Boglioli.
This year, for the first time the Premium’s organizers will be presenting their own Young Designers, and new Windowdresser Award for the best visual merchandising. Two symposia and the Blogger Panel, first introduced in January, are also featured on the event program. Another highlight is a look behind the scenes with MetaDesign creative director Florian Dengler, who will provide insight on international brand building in our Web 2.0 world. The trade show will also hit the road with the first Premium Order tour stop scheduled for Düsseldorf July 24 – 27 and a second stop from August 14 – 17 in Munich.