After raising attendance numbers in previous seasons, the latest edition of Premium Exhibitions, which ran in Berlin July 22-24, saw a reduction of visitors this season. About 12,500 people came to see the shows, Premium’s managing team, Anita Bachelin and Norbert Tillmann, said today. In January approximately 15,000 guests attended the Premium shows.

Still, Bachelin and Tillmann seemed to be satisfied with the result. “The quality of visitors was on the same level as always, and with 50% visitors from abroad we kept the international standard,” they noted.

The opinion among Premium visitors and exhibitors was split. Some criticized the calmer atmosphere; others made good contacts.

The time overlap with the regional fair and the showroom action in Düsseldorf was considered one of the reasons for the decreased traffic. “Next time we will do everything to avoid an overlap,” added Bachelin and Tillman.

In addition, it is suspected that Bread & butter's Barcelona event two weeks ago might have caused a fewer international guests to attend, especially from Italy.

The Premium shows featured 480 brands showing their collections, 70% of who came from abroad. About 100 were first-time exhibitors, including labels such as Theresa, Schneider, Rogan, Canal Club and Loomstate.

The show was also the premiere of a new location for the fair, The Station, a former post goods station close to the Potsdamer Platz. Premium, Berliner Salon and the new streetwear segment Premium Fire took place there, while the designer segment Premium+ moved to the tunnel.

The opening of the Premium store, F95, was cancelled due to “technical problems” said the organizers. It will now open in about three weeks. At that time Bachelin and Tillmann also will announce the winners of their first newcomer award. The winners in the categories best menswear, best womenswear and best accessories were chosen out of the young designers that showed at the shows.

— Sabine Kühnl, Bureau Chief Germany