Informa Markets’ fashion events Project, Magic, and Sourcing at Magic will return to Las Vegas for the first time since February 2020 on Aug. 8-11 with new energy and protocols in place due to the fluid nature of Covid-19 health and safety guidelines.
Here, Kelly Helfman, commercial president for Informa Markets Fashion, and Don Pietranczyk, Informa Markets VP of experience and education, share the need-to-know information about masks, apps and parties for a productive and enjoyable trade show experience.
The show will not require proof of negative Covid-19 test result or proof of vaccination. All exhibitors, attendees and staff will be required to wear masks, however.
As of last week, the state of Nevada issued an emergency order requiring people in 12 of the state’s 17 counties, including Clark County where Las Vegas is located, to wear masks—vaccinated or not—in public indoor spaces, including the convention center, casinos and resorts. Masks, sponsored by Kenneth Cole and Z Supply, will also be available to all attendees.
Additionally, Informa has worked with different tradeshow organizers to develop the All-Secure Safety Standards for larger events, which includes contactless entry, enhanced washing stations and hand sanitizer stations available across the show floor.
“We would never put on an event unless we felt we could do it in a very safe way,” Helfman said.
Location, location, location
Billed as the one-stop shopping experience for retailers to scope women’s, men’s and children’s apparel, footwear, accessories as well as sourcing, the events will conveniently be held under one roof at the remodeled Las Vegas Convention Center (LVCC).
Spread out across three halls, the West Hall will house the trend-driven women’s wear event Magic (previously known as WWDMagic), the North Hall will house Sourcing at Magic, and the Central Hall will house Magic Men’s and Project, the destination for women’s and men’s contemporary fashion.
The typical walk time between the West Hall to the existing North/Central Hall can take up to 25 minutes, but the same trip on LVCC Loop, a new underground tunnel powered by Tesla cars, takes approximately two minutes.
“[The Loop] will be accessible during this market—it’s something new and you’ll definitely want to check it out,” Helfman said.
Make sure your smartphone is charged. The events are ditching traditional paper badges in favor of digital codes that will be e-mailed to registered attendees before the shows begin. Attendees will be asked to scan their code—accessible through e-mail or downloading and signing into the Magic Marketplace app—for entry.
Enjoy the experience
Despite necessary precautions due to Covid, organizers are working to maintain the trade shows’ experiential nature, including hosting panels, special speakers and parties.
On Aug. 9, designer Kenneth Cole will be the “inaugural morning session speaker” at the Grand Lobby, which connects Project and Sourcing at Magic. As one of the first events that brings the fashion community together, Pietranczyk said the session will be a chance for “everyone to experience the same message” together.
Each show will also have its own “education stage” that will address pertinent issues and subject matters. Sourcing at Magic will host panel discussions on building transparency, sustainable alternatives, the future of digital clothing and more. At Magic, guests can enjoy mini psychic readings, custom embroidery and talks with celebrity entertainment reporter Giuliana Rancic.
Project will welcome Create & Cultivate to provide tips on how to scale business, as well as Highsnobiety, which will discuss the status of streetwear. Project will also welcome back the Rivet Awards, honoring the best in denim. Project’s official party will take place on the second night of the show at Caesars Palace’s Omnia nightclub with a live performance by Tyga.
“Have your Red Bull—its’s a late night, but it’s worth it,” Pietranczyk said.