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Panorama Berlin, Selvedge Run Rethink Traditional Trade Show Formats

Panorama Berlin, Selvedge Run and Zeitgeist are on the move in 2020.

The complementary trade shows are relocating from Messe Berlin to Tempelhof Airport beginning with the Jan. 14-16 2020 event. The new venue is the former home to the now defunct Bread & Butter trade show and serves as an event space for Berlin Fashion Week.

With the theme “Rebel With a Cause,” the trade events take aim at “trudging along with a ‘same old, same old’ attitude” with unconventional formats. As traditional retail takes a hit with e-commerce, social media and resale, the show is offering space to brands that “dare to challenge established structures” and that understand the importance of value-oriented consumer behavior.

The shows are essentially recreating concepts that work at retail for the trade.

Panorama will introduce a pop-up format that will include modular brand pavilions customized by the brands. “Here, brands have the opportunity to show their product highlights in an innovative setting with the focus clearly on the product, brand and storytelling,” the show said in a statement.

Show organizers plan to evolve the concept during the July 2020 event by taking the “mobile fashion pop-up” to high traffic areas in the city, complete with limited-edition products, drops and parties.

“This agile fashion pop-up concept brings together consumers, retailers and brands in an emotional way and can be used as a pop-up event space anytime and anywhere, even at several locations at the same time,” the show stated.

And rather than emphasize fashion trends, organizers state that Selvedge Run and Zeitgeist will shine a spotlight on brands with high-quality standards and sustainable production techniques.

“At Selvedge Run, it isn’t about going higher and faster, but about values and mindset,” Selvedge Run founding member and product manager Shane Brandenburg said.

“Tempelhof Airport is an awesome venue for hosting trade shows or events and I’m really looking forward to getting another fantastic event off the ground with the authentically grown Selvedge Run community from all over the world,” he added.