The 5th edition of The Brandery, the urban and contemporary fashion trade show taking place in Barcelona July 13-15, 2011, will introduce ‘Brandtown a Fashion Xperience’, a new space open to the public. This section which will be open in the afternoon and in the evening will host concerts, shows and exhibitions.

Aim of the initiative is to turn the event into a public meeting point, where consumers and professionals will be able to live, see and experience first-hand urban fashion and cultural events.The new area will be located in hall 8 of the Montjuïc exhibition centre, as the main event dedicated to professionals and organized by Fira de Barcelona.
The show will occupy a space of 19,100 sqm, half of which is reserved for the professional trade show and half for the public events.

“Brands have been asking us for quite a while for a space in which to interact with the end consumer, an area in which to showcase their values, their attributes”, explained Miquel Serrano, director of the show. “Brandtown is meeting this demand by responding to the needs of the changing fashion market. With this new trend space, The Brandery is evolving together with the sector,” he added.

Every afternoon until evening, ‘Brandtown a Fashion Xperience’ will become a setting for concerts organized by Advanced Music (Sonar Festival), which will feature performances by top groups, such as Ladytron, Nouvelle Vague, Hercules & LoveAffair, and Azari & III, among others.

Custo Show @ The Brandery January 2011
Custo Show @ The Brandery January 2011

One of the activities that will also take place at Brandtown will be the ‘Fashion & Sports’ exhibition, which will show sports-related objects, designed by Spanish and international fashion brands. Among the ‘protagonists’ of the ‘fashion-meets-sport’ events, there will be a Chanel rugby ball, kite-surf boards by Custo Barcelona, ski glasses by Gucci and a tennis racquet by Emporio Armani. The same space will set the scene for screenings of short films inspired by fashion and sports.

The trade show, reserved for professionals, will keep its usual opening hours, from 10 am to 6 pm, and ‘Brandtown a Fashion Xperience’ will be open on Wednesday and Thursday, from 3 pm to 10.30 pm, and on Friday 15 until 1 am. The public will have to buy an entrance ticket which is €15 per day or €35 for the three days.

The Brandery expects to host about 150 brands, about 60% of which are from foreign countries. Among most international brands, there are Superdry, Salsa Jeans, UMM (Undergorund Music Moviment), American Vintage, Custoline (Custo Barcelona's second line), Naked Ape, Camomilla, and Faguo Shoes.