Just in time for the start of the trade show in January, Premium receives a makeover. The logo design and also the concept were revised. Together with Hamburg-based creative agency Karl Anders, a new corporate identity and the "Icon" campaign were developed. With the new concept and the new campaign, the trade fair organizers are reacting to the transformation in the market. According to Premium a “strong brand portfolios and relevant content for brands and buyers” are indispensable to continue to grow and remain successful.
The new logo is supposed to look purer, more modern and stronger. It’s the first collaboration with the Karl Anders agency. The 3D illustration of the visual campaign was created in cooperation with the agency and the duo Ashirov Martic. The concept of the bust as an "Icon" will be an essential part of the design concept of the fair: busts installed in the halls will serve as interactive social media spots.
Expanding content and focusing on the topic responsible future
Due to the successful think tanks in July 2019, Anita Tillmann and her team are expanding the content formats in form of live panels, interviews and talks at Premium. Confirmed brand talks with Martin Höfeler (Armedangels), Jordan Nodarse (Boyish Jeans) and Javier Goyeneche (Ecoalf) among others will take place on Tuesday, January 14, 2020 under the topic "Responsible Future.” On Wednesday, January 15, 2020, think tanks with four to five participants will take place in a specially set up area in Hall 3. In addition to brands such as Gant, Hunter and M5, buyers from KaDeWe, Voo Store and Highsnobiety have already confirmed their participation in the dialogue.
"It doesn't matter how much our industry is digitizing: There is no substitute for personal exchange," says Tillmann. "As Europe's leading fashion trade fair operator, we are constantly incorporating this development into the strategic orientation and further development of our Seek, Premium and Fashiontech Berlin platforms. What are the new trends? What new brands are there? How does Gen Z behave? What do your existing customers do? What does the future hold for the fashion industry? Who are the players? We have many impulses and answers to business-relevant questions."
Seek: new look and new event
Progressive contemporary fashion trade show Seek has also undergone a make-over and will present the new logo and the new “Get Along” campaign for the first time in January. Together with creative agencies Karl Anders and Haebmau, the Seek team has been working on the brand’s new branding.
“The handshake is the right imagery and commitment to our stance and that of the Seek community,” explains fashion director Maren Wiebus. “Seek stands for strength and business just as much as for communality and good vibes! Get Along articulates a feeling of agreement, of moving forward and getting to grips with things. We all want to shape a positive future for our industry–as partners and by joining forces.
A further innovation at Seek is that the discussion event Fashiontech will be held for the first time under the motto Fashiontech Studio and will be open to all trade fair visitors in the Arena. Professionals from the industry including Derek Morrison, StockX Director Europe; Steve Lidbury, Principal Eight Inc. and Ismail Boulaghmal, owner & CEO of Clubkind Marketing will discuss relevant topics and challenges of our time.
Focus topic: Responsible future
At Seek, as well, the issue of sustainability is being put in the spotlight. Over 80 sustainable brands make up the brand portfolio, including brands like Veja, Dedicated and Kings of Indigo. Experts will be sharing their experiences on this market-defining topic as well, with a host of live podcasts, talks and panel discussions, and will be shaping Seek’s program of content.