One badge will allow entrance to both shows, and provide access to shared amenities including refreshments, a car service to and from the show and key activations.
The joint venture follows Project’s parent company, UBM PLC, acquiring Business Journals Incorporated, MRket’s former parent company. As part of the acquisition, UBM articulated goals to coordinate the complementary men’s shows.
While the two shows still possess separate sales and marketing teams, the staffs are working together to align programs and benefits for exhibitors and attendees. After July, the teams intend to fully integrate all aspects of both shows.
Erik Ulin, president of men’s, UBM, said, “This opens up a venue of new opportunities for specialty retailers to explore brands in the contemporary world at Project and vice versa. We have a great selection of brands to kick off the beginning of men’s market after NYFW: Men’s.”
Lizette Chin, vice president of MRket, added, “The integrated MRket and Project shows offer our attendees the most breadth and depth of any menswear trade event in North America.”