Visitors to Project Las Vegas will have plenty to take in next week (August 17-19) as they walk the more than mile long trade show floor. In addition to new sections including Project Womens, The Collective and the return of Workroom, the inspirational BLUE installation will greet attendees at the show entrance.

BLUE, which is UBM/Advanstar’s new denim initiative, first launched at Coterie in New York last February and the idea has taken on a life of its own. “We’re adding new initiatives to the show and there’s excitement,” says Mike Sampson, Senior Vice President, Men’s UBM/Advanstar. “Denim will always be the core competency to our events. It’s our responsibility to express the creativity and technology of denim moving forward,” he adds. The new interactive platform dedicated to premium denim brands celebrates the spirit of denim through collaboration, creativity and community.

Presented in collaboration with ISKO, the 2300 square foot installation will feature everything from denim imagery to fashion trends and live art installations. A few highlights include music-inspired custom jeans designed by premium denim brands such as Levi Strauss & Co., Diesel USA Inc, Hudson, J Brand, 3x1 and Jean Shop as well as denim artwork by renowned street artist Mr. Brainwash. “Our creative brief was very simple,” says Tony Chu, Founder and CEO of The Boom Collective and a co-creator of BLUE. “It was to celebrate the spirit of denim. It’s very robust - it’s about independence and moving to your own rhythm and creating your own destiny,” he says.

To create BLUE, UBM/Advanstar collaborated with all aspects of the business from retail to supply chain, wholesale and media to provide a full denim perspective. Starting with the fabric itself, ISKO will host an onsite lounge to educate attendees on its innovative denim fabric technology. Participating premium denim brands will be featured in an installation curated by Flaunt Magazine. The L.A.-based publication has also created a commemorative magazine, which will be distributed at Project and Coterie as well as internationally in its Fall fashion issue titled “Califuk” - a tribute to California and UK culture.

To continue the denim conversation, ISKO and leading forecasting company WGSN, will host a panel discussion titled “Long Live Denim” on Monday, August 17 from 5 to 7 pm. Moderated by Amy Leverton, contributing denim editor at WGSN, the panel includes key industry players and denim innovators such as Francois Girbaud, Founder and Owner of Marithé + François Girbaud; Marco Lucietti, Global Marketing Director at ISKO; Luis Barajas, Founder/CEO of Flaunt Magazine; Tina Aniversario, NMM Mens at Nordstrom; Eric Goldstein, Founder of The Jean Shop; Jonathan Cheung, SVP Global Design at Levi’s; and Benjamin Phillips, Founder/Art Director of Lot Stock & Barrell.

Also look for BLUE’s inaugural denim awards, which will be presented by ISKO and WGSN at both Project Las Vegas and Coterie in New York across the categories of inspiring, innovation and emerging.