Premium Group, the German trade fair organizer specialized in advanced contemporary fashion, is returning to Berlin for its next edition to be held from 7-9 July 2022, despite the fact that it had previously planned make its events happen in Frankfurt. Along with it, the show’s organization that founded the Premium, Seek, Fashiontech and The Ground is also set to present a completely new live event concept around the Berlin Radio Tower and Summer Garden.
“Berlin is the metropolis for the cultural and creative industries and Europe's largest start-up scene,” commented Franziska Giffey, Mayor of Berlin. “As the new state government, we are committed to an economically strong Berlin. Trade fairs and events are an important economic factor and a center of attraction for Berliners and guests from all over the world. We are therefore delighted that we have succeeded in bringing the events of the Premium Group back home.”
Premium Group promotional image
“The Premium Group events strengthen Berlin as a fashion and trade fair location, attract tens of thousands of trade visitors and fashion enthusiasts, create additional economic effects in hotels, gastronomy, retail and the service industry, multiply the global appeal of the city as a location and will open the summer of creativity brilliantly in July,” added Stephan Schwarz, Senator for Economics, Energy and Operations.
The managing team of Premium, Seek, Fashiontech and The Ground, Anita Tillmann and Jörg Arntz want to launch a completely new event interactive concept in which the B2B and D2C (Direct-to-Consumer) sectors merge and redefine the future of fashion fairs.
In the new Premium Group cosmos, brands can present themselves emotionally and interactively to retailers and consumers. All realities are represented: the new kids in the industry, such as D2C brands, e-com and influencers, are given their place in the Premium Group cosmos in the form of the new fashion festival The Ground.
But also long-standing partners of established brands and representatives from traditional stationary retail will profit from further developed B2B spaces.
Anita Tillmann, managing partner, Premium Group
“Traditional trade fair formats are no longer up to date,” commented Anita Tillmann, managing partner of the Premium Group. “We have to reinvent ourselves and look to the future–to a new stage in the life of the fashion industry post pandemic, which has changed everything. Digitisation, climate change, pandemic, changing values, new industry cycles and new players, as well as topics around gender equality, diversity, metaverse, gaming and NFTs, are just a few areas we are dealing with. We aim to set new standards for the future of trade events and merge B2B and D2C with our new event concept.”
Anita Tillmann, managing partner, and Jörg Arntz, managing director, Premium Group
“It's a shame that the move to Frankfurt didn't work out,” commented Arntz, managing director of the Premium Group. “We all tried very hard and did our best. As an entrepreneur, you always have to remain capable of acting and questioning decisions that have been made. In order to do justice to our customers and the market environment, we have decided–after intensive discussions with the city of Berlin – to hold our events in our home city again. We are Berliners at heart and are confident that the new government will anchor Berlin as Europe's creative metropolis in a sustainable and economical way.”