The next edition of The Brandery taking place Jan. 27-29, 2010 on Barcelona’s fair grounds of Montjuic will offer a new area called Stadium that will house exhibitors in the action sports, sport style, technical fashion and street culture segments.

Music, art and sport will be highlighted with a specific space for each area. The Skatepark space will host exhibitions by skateboard and BMX specialists, while the Expo Snow Tattoo area will stage an exhibit of snowboards being customized by international tattoo artists and the Streetdance space dance performances.

The Brandery has also originated the so called “New Deal,” a new trade fair business concept. It comprises the “Hosted Retailers” plan, which offers free hotel stays for guests and the “Brander Reward” plan where brands will be given “branders,” or discount vouchers exchangeable at the July 2010 in recognition of their promotional actions.

—Helena Sauer