The Brandery, the urban and contemporary fashion trade show organized by Fira di Barcelona, has concluded its second edition in the exhibiting area of Montjuc.

Surpassing expectations, the second edition, held from Jan. 27-29, registered 14,689 visitors, 51% more than the July 2009 edition. The event hosted 210 brands (47% more exhibitors than the previous edition) and doubled its exhibiting space. About half of the exhibitors were foreigners, that is, mostly French, Italian, Portuguese and British.

Pere Camprubì, project manager of The Brandery and director of Fira Barcelona, showed great enthusiasm for the results. "Thanks to the support and trust given by participating brands, we can confirm The Brandery as the reference point in fashion in Southern Europe. This is our medium-term goal and [we] will concentrate our efforts in enlarging our brand portfolio and recalling a greater number of exhibitors from the Mediterranean basin.”

For three days, managers and designers such as Custo’s Custodio Dalmau, Munich’s Xavier Berneda and 55DSL’s Andrea Rosso presented their F/W 10-11 collections. Techno fabrics, 100% eco-friendly footwear and a wide offer of accessories were some of the trade show’s highlights.

Conferences and roundtables were also held at The Laundry, the creative lounge of The Brandery, with great success, thanks to participants including trendsetters and experts such as Privalia director Lucas Carné and the head of IESE Business School Marketing Department, Jose Luis Nueno, who gave tips to retail insiders on how to create brand loyalty.

At the same time, exhibitors and visitors were given the opportunity to see skate, street dance and parkour live performances inside The Stadium, a space dedicated to sport and street collections. The event also hosted an exhibit dedicated to snowboards and iron boards decorated by famous tattoo artists such as Maximo Lutz and Laura Juan.

Meanwhile, The City area afforded some relaxation. First was the welcome party hosting almost 1,000 guests. Art and music exhibits were also held in the Convento de Sant Agustì area. And Brandtown, the fourth area of the show, hosted lounge and chill out areas, restaurants and an ice-skating ring.

The next edition of The Brandery will take place from Jun. 27-29.

—Maria Cristina Pavarini