Le Book, the international platform and reference for fashion, photography and advertising, is touring the globe again. After stops in Paris, New York, London and Hamburg, the project for the first time has set up its ‘workroom’ in Berlin these days.

Last Thursday and Friday, Le Book's Connections, the annual get-together of portfolio viewing, talent sourcing, idea sharing and trendspotting, gathered the creative industry at Café Moskau on Karl-Marx-Allee, to showcase portfolios from renowned names to fresh faces.

About 45 international names such as Lundlund from Stockholm, Utopia from New York, Skinny Dip from London, Shotview from Berlin and Vienna or Julian Meijer from Paris, exhibited their portfolios at the two-level location. Besides meeting with creative people at their individual booths, organizers hosted a special program of conversations and side events.

On the first day, participants were discussing the relationship between Fine Art and Branding, amongst them Berlin-based photographer Andreas Mühe and Patrick Marinoff, Global Brand Director of automobile brand Maybach.  Marinoff presented the company’s communication strategy based on its involvement with contemporary artists such as Julian Schnabel or David Lachapelle aiming to raise more brand awareness and to re-build the brand’s image in a more modern way. “If you want to connect with art, you have to leave it like it is. Don’t try to change it and take the risk. Our approach is, to give the artist the freedom to do what they want,” he said.

Followed by creative talks and evening events, on the second day, Le Book went on with panelists Dr. Adrian Kiehn, Managing Director at Peek & Cloppenburg and Nikki Jagdfeld, Managing Director at Quartier 206, who shared thoughts on re-defining fashion and retail in a changing media landscape.

Kiehn talked about P&C’s retail strategy emphasizing aspects such as authentic fashion, fascinating stores, storytelling context, real life entertainment and seamless cross-channel services. Talking about the emerging field of e-commerce, he pointed out that there are no immediate plans for an online shop at P&C right now but that the company will open an online fashion window. Kiehn added: “Customers are able to check our assortment online before they come into the store. We figured that informed customers spend 40% more in the store than people who haven’t checked what they want to buy earlier. Time and attention is the new currency. You have to offer more value and deliver the offer the customer is looking for in the most efficient way.“