After its last December 2019 edition held in London and the upcoming June 2020 one taking place in Milan, Denim Première Vision will head to Berlin, at Arena Berlin, for the show on November 24-25, 2020.
Guglielmo Olearo, Denim Première Vision director and Première Vision’s international exhibitions director, explained why the show that attracts about 2,000 visitors from 43 countries and hosts about 100 companies, is betting on the German capital as part of its strategic development started two years ago.
Photo: Denim PV
Guglielmo Olearo, Denim Première Vision director and Première Vision’s international exhibitions director
We chose this city as we want to like to walk away from already tread-upon paths and explore the different facets this city offers the fashion world while presenting our exhibitors and visitors another environment rich with inspiration and business opportunities.
Berlin has a rich history and it is open to different subcultures and identities. It is cosmopolitan, technological, contemporary and strongly focused on eco-responsibility. We thought it was right offering this opportunity to our visitors of which 50-52% are generally coming from foreign countries.
Moreover, this city is a unique mix of creativity, art, music and history. The Berlin fashion industry boasts 2,800 registered companies, including 800 designer labels–from high-end to streetwear brands–and a broad array of eco-responsible collections.
It also hosts 60 annual events, including Berlin Fashion Week, which brings together over 70,000 professionals. And, also important, it hosts 11 fashion and design schools therefore ensuring a constant injection of fresh ideas.
It seems that Denim PV aims to step in a new market and compete with other shows already operating in this country–one, above all, is Bluezone, the denim-focused show taking place within Munich Fabric Start...
I like to underline that our trade show is international both in terms of its exhibitors and visitors. Differently, Munich Fabric Start, while organizing very successful shows, has always been focused on the German business.
Our choice has fallen on Berlin as is at a crossroads of cultures. From here we aim to attract more countries, including Northern European ones like, for instance, Sweden and Norway, though also the Netherlands, Belgium and European Eastern countries such as, for instance, Czech Republic.
By setting up in this city, our show is taking a new step forward in exploring the denim of today and tomorrow. Certainly its brands, its idea of fashion and taste is very different from London, Milan and Paris, though its denim and fashion industry are modern, inspiring and creative, and transcend some of the more conservative codes of fashion. Its taste focuses on simplicity but can evolve easily. It is very contemporary and has raised many new designers.
Moreover, Berlin is also a tourist destination as it is Europe's third largest tourist destination after London and Paris.
Photo: Markus Nass
Inside Arena Berlin, Denim PV's November location
This great place, located along the beautiful Spree river scenery, is ideally located in the heart of the German capital to inspire and energize the fashion professionals targeted by the show. It is situated at the intersection of the multicultural Kreuzberg district, one of the trendiest areas in the city, and the Friedrichshain district, renowned for its artists, galleries, culture and nightlife, and is near the famous Mitte district, a central and historic area.
Also significant are some concept stores that are not far from Arena Berlin and can help us further offering a whole experiential “package”–as it happened with Milan and London before–visitors will be able to bring with them after spending their time at our show.
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