Panorama Berlin to go on tour with a new fashion pop-up concept
New location, new concept: Trade show Panorama is set to return next January with a renewed strategy and vision, after announcing its move to Tempelhof in Berlin. But the the decommissioned airport will not become its permanent home. Panorama is reappearing as a travelling pop-up concept with a goal of bringing together retail, industry and consumers.
Under a three-step plan, the winter edition will see a ‘Brand Avenue’ take place over 10,000 sq mts on 14-16 January. The space will be divided into ‘modular pavilions’, which will be available for brands to appropriate and arrange in any way they fit.
The goal is to give exhibitors the opportunity to present their best products, collections and launches in an innovative environment that feels authentic to them. The focus is on the product, brand and storytelling.
The second step of the plan involves expanding this ‘Brand Avenue’ concept into a ‘Brand Village’ in the summer of 2020, featuring a curated portfolio of brands and products as well as a range of lifestyle options.
Finally, the third step will see Jörch Wichmann and his team take the pop-up concept on tour, choosing different places to host the event. According to Panorama, the final stage of its plan will focus on the consumer.
The new format will include curated drops, limited editions and launch parties. The agile concept binds together consumers, retailers and brands on an emotional level, and can be used as an event space anytime and anywhere, even at several locations at the same time.
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