The Brandery, a new fashion trade show organized by Fira Barcelona, debuted on July 7-9. As announced by the fair, 9,715 professionals attended the show running at the Montjuic exhibition site. All in all, 113 exhibitors were present, 45% of which were from outside of Spain.

For this first edition, The Brandery was organized into four areas: The Cathedral, The Loft, The Warehouse and The Outerspace. The trade show also put on two exhibitions: the Sneaker Expo, with over 700 sneakers (all collector’s items) and a photography exhibit marking the 50th anniversary of the Barbie doll, signed by Karl Lagerfeld.

Fair organizers are planning a second edition, which will be held in January 2010, but the exact date has yet to be confirmed. There are several rumors that the Generalitat of Catalunya, which supports the fair financially, is considering combining the 080 Fashion Shows event and The Brandery to attract exhibitors and make the fair a reference point in Europe.

—Melanie Gropler