Messe Berlin and Premium Group have disclosed some of the novelties that will characterize the next edition of Premium show taking place in Berlin on 7-9 July 2002, for the first time from Thursday to Saturday. The upcoming edition will rely upon a completely new mix of fashion, business, content and entertainment events.





New events and new targets
In addition to the existing Premium and Seek trade fairs, for summer 2022 The Premium Group will expand its portfolio and will host The Ground, a consumer festival, and will present numerous other innovative projects for the long-awaited reunion of the industry in Berlin.

Essential Antwerp participating a past edition of Premium
Photo: Premium Group
Essential Antwerp participating a past edition of Premium
The new location Messe Berlin will become the Premium Group hub, a holistic inspirational location meant to host main initiatives related to fashion, trends, retail, lifestyle, marketing, digitization, sustainability, metaverse and more.





In July, brands and partners will also be able to present themselves to end consumers for the first time as part of the new event The Ground, “Direct to Consumer”. Consumers will get access to The Ground, while trade visitors will be able to view the full range of events and exhibitors and will be able to find inspiration throughout the site.

Visitors at a past edition of Premium
Photo: Premium Group
Visitors at a past edition of Premium
Three new segments for Premium
The Premium portfolio will be divided into three new areas from the summer - High, Icon and Volume. This subdivision is meant to present large, commercially successful brands along with more focused designer brands, together with newcomers and smaller innovators. The idea to keep a clear segmentation of the offer will be created in order to guarantee each of the brands participating an ideal positioning and the possibility of storytelling.





Seek seeks for sustainability
Sustainability has been part of the culture of Seek since it was founded 12 years ago. 




As the show has always been a place where people shared a common vision, could come together and meet, the show will host a new area - the Seek Conscious Club - a section dedicated to sustainable brands and a space through which they can grow and spread their own brand values.

Visitors at a past edition of Premium
Photo: Premium Group
Visitors at a past edition of Premium
Along with it, Seek will host both international niche brands and commercially successful players.





As part of Seek, the established Trade Union section will host brands with a particularly sharp sales strategy in an exclusive area in the new location.

A past edition of Premium
Photo: Premium Group
A past edition of Premium
The Ground, a festival for style & culture
Debuting for this edition will be the new direct-to-consumer festival The Ground, an event aimed at the Gen-Z and Gen-Y consumers that will take place once a year. Part of the initiative will be music acts, panels and live talks with renowned speakers and influencers, creative workshops, sports and wellbeing sessions meant to offer entertainment, edutainment and experiences.





This showcase aims to offer occasions through which brands can be experienced and customers can become loyal brand fans.

A DJ playing music at past edition of Premium
Photo: Premium Group
A DJ playing music at past edition of Premium
Topics that will be on the table for the occasion will be fashion, sports, beauty & well-being, metaverse and gaming. They will be featured in the exhibiting area as well as in talks and master classes as part of the Fashiontech content format.

 





“In order to remain sustainable, we want and need to merge B2B and D2C and create a marketplace for ideas and products where brands, retailers and consumers come together and learn from each other,” explained Jörg Arntz, managing director, Premium Group.

Jörg Arntz, managing director, Premium Group
Jörg Arntz, managing director, Premium Group
“B2B and D2C will take place in parallel on one site, although there will still be an area for professionals and the industry only. The D2C area will be accessible to both end consumers and trade visitors,” added Arntz.





Among brands that will participate there will be: American Vintage, Aigner, At.p.Co, Ben Sherman, Blue de Geñes, Buffalo, Denham, Drykorn, Ecoalf 1.0, Edwin, Ellesse, Fleurs de Bagne, Herrlicher, K-Swiss, Lee, Nautica, Nudie Jeans, People of Shibuya, Pendleton Woolen Mills, Puma, Saucony, Veja and Wrangler.




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