Joor and Premium Group create Berlin's first SS23 "fully hybrid" tradeshow

By

Sandra Halliday

Published
Jun 9, 2022

Digital wholesale management platform Joor and B2B European tradeshows giant Premium Group have renewed their partnership to “power the SS23 Premium and Seek tradeshows through Joor’s digital platform, underpinning their belief in the power of a hybrid approach to wholesale”.

Many tradeshows went fully digital during the pandemic and while they've bounced back as physical events, as buyers have embraced returning to in-person events, the digital element is one that's now a permanent feature. 

In this case, the aim is to take the best of both the physical and the digital and combine it for a buying and selling experience that should hopefully be seamless, easy and ultra convenient. It also extends the buying window with the shows being live online several months after the physical events are over.

The in-person shows happen from 7-9 July and visitors will be able to “learn more about and shop from exhibitors in a new hybrid way”. With Joor saying that this will be the "first fully hybrid tradeshow for SS23” in Berlin. 

Buyers will be able to access the full portfolio of brands showing at the events “both in-person and online 24/7 by visiting Joor Passport”, which is its digital tradeshow destination.

They can shop via the Premium Group mobile app by scanning a brand’s QR code and linking to the its custom profile on Joor Passport. 

This season, the two shows are at Messe Berlin, in the west of Germany’s capital. And they’ll be joined by The Ground, which is a “D2C creative platform for brands and consumers to meet, connect, and collaborate through one-of-a-kind experiences, engaging content, and innovative products”. 

Visitors will also find Fashiontech, which “features masterclasses and panel discussions from the fashion industry’s most brilliant minds. A calendar of content includes deep dives into strong, successful, and sustainable strategies”. 

As part of the content offer, Joor will facilitate a masterclass on ‘Digital Wholesale’ and a future-facing roundtable discussion with four major fashion brands on the Fashiontech stage.