PANORAMA to be the first event to be staged at the new exhibition grounds in Berlin's new BER airport. From July 2012 the exhibition will complement the Mercedes-Benz Fashion Week Berlin by adding the high-volume fashion segment.
Berlin, 30 September 2011 - The Berlin ExpoCenter Airport is to celebrate its premiere in 2012 as the venue for PANORAMA. Next summer, this new innovative trade fair for fashionable and attractively priced high-volume brands will be launched at the venue on the site of Berlin's future BER international airport. It offers a new platform for presenting and trading fashion collections. PANORAMA will be held the first time during the Mercedes-Benz Fashion Week Berlin, 4-6 July 2012, and thereafter twice a year, following the rhythm of Fashion Week (winter and summer). The new Berlin ExpoCenter Airport will be ready for action in spring 2012. PANORAMA is a joint venture of the newly formed company PANORAMA Fashion Fair Berlin GmbH (headed by entrepreneur and design networker Jörg Wichmann) and Messe Berlin GmbH. It sees its role as complementing the other two top trade fairs of Berlin's Fashion Week (Bread und Butter, PREMIUM) and as a home for manufacturers and brands that up to now have been either underrepresented or completely absent.
PANORAMA's conceptual design is the work of Anita Tillmann and Norbert Tillman. As managing partners and curators, the fair specialists have already turned the PREMIUM fashion fair into a leading international trade fair for the exclusive fashion range. PANORAMA, too, will bring together women's and men's fashions, as well as accessories, shoes and complementary products to present an overall picture of each upcoming season. Retailers and buyers will quickly gain an overview of the new looks and collections thanks to individually curated brand scenarios featuring labels from all over the world.
At present, the organizers are expecting to use around 40,000 square metres of exhibition space in the halls and outdoor area. Expansion will be possible in subsequent years thanks to the flexible structure of the Berlin ExpoCenter Airport site. The location at the new BER airport offers especially national and international visitors ideal conditions for an efficient trade-fair visit. PANORAMA's direct link with both the airport and Berlin's city centre, as well as the comprehensive on-site travel services, will also contribute. The city of Berlin will be less than 30 minutes away from the exhibition grounds by shuttle or local train.
Anita Tillmann, Creative Director of PANORAMA: "A fair like PANORAMA has clearly been lacking in Berlin. Nowadays, fashion and creativity are no longer a question of price. Affordable fashion can also meet top fashion standards. PANORAMA reflects this new awareness in the industry and shows that it has its finger on the pulse of the latest trends. Because, like everything in life, it all depends on getting the mix right. And that's what I have had in mind when choosing the exhibitors for PANORAMA to make sure that this segment also gets a trade fair that is both exciting and attractive for both retailers and buyers."
Norbert Tillmann, Creative Director of PANORAMA: "We always look at trade fairs through the eyes of the retailers and buyers. That's why, alongside a lot of established brands, there will always be new things to be discovered at PANORAMA: younger designers, but also international manufacturers that are perhaps not very well known in Europe. PANORAMA is giving fresh impetus to Berlin as a European fashion centre and will give the location a sustainable boost. Even so, we won't be positioning PANORAMA as a competitor for Berlin's existing fashion fairs, but as an addition – a home for the high-volume segment of the fashion industry."
Dr. Christian Göke, COO, Messe Berlin GmbH: "I am delighted that PANORAMA will be the first trade fair to use our new Berlin ExpoCenter Airport, because it will make the most of – and thus publicize – our venue's special strengths: globally unbeatable short distances from aircraft to booth, excellent transport links (30 min.) to the centre of one of the great cities of the world, and maximum flexibility in the use of space."
Jörg Wichmann, Managing Partner of PANORAMA: "With PANORAMA we really are in the right place at the right time. This is confirmed by the many positive reactions we've had from the industry – even before our official launch. The Berlin ExpoCenter Airport at the city's new international airport, and our cooperation with , promise a whole range of logistical and organizational advantages that you won't find anywhere else. I'm sure that PANORAMA will soon develop into a further trade fair of international significance on this already established date in the fashion calendar. After all, what we offer the high-volume segment of the fashion industry is not only a new and exclusive platform, but also many more possibilities for presenting catwalks, including unusual, Berlin-typical venues for supporting events."
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