The Brandery, new contemporary urban fashion show, organised in the Montjuïc exhibition centre by Fira de Barcelona, fulfilled expectations and brought in 9,715 trade visitors from the fashion sector. The 113 exhibitors, 45% of which were foreign, attracted many national and international buyers; mainly Italian, French and Portuguese distributors and retailers interested in the spring / summer 2010 collections.
The majority of participating brands have already confirmed their presence at the winter edition which will be held at the start of next year. Other firms, absent at this first show, have already expressed their intention to take part in the January 2010 edition, which confirms the fact that the event was well received by the fashion sector. In this sense, Fira de Barcelona's director of Expansion who is responsible for The Brandery, Pere Camprubí, said that "exhibitors and visitors have expressed their satisfaction with their participation in a show which has fulfilled our set expectations of quality and results" he added "we are already preparing for the next show in January, at which we expect that the number of exhibitors will increase significantly, and that it is on its way to becoming a benchmark event Europe".
The first edition of The Brandery was structured around four major areas: The Cathedral, The Loft, The Warehouse and The Outerspace. The Cathedral showcased pieces where the designer name is the determining factor, The Loft presented specific groups of garments; while The Warehouse featured Denim and The Outerspace focused on street-wear brands and the world of sneakers. The show also provided the setting for two exhibitions: Sneaker Expo, with over 700 collector sneakers, and an exhibition of photographs by Karl Lagerfeld to celebrate the 50th anniversary of the Barbie doll.
The Laundry provided a space for debate where experts analysed fashion trends and the fashion business and the different ways of innovating in economic, marketing and design aspects.
More than just fashionThe ambience at The Brandery was one of the characteristic traits of this new show. The design of four areas in Montjuïc's Hall 7, the choice of beautiful locations, such as the Mies van der Rohe pavilion, the setting for The Laundry, music from various DJs and outdoor chill out areas all combined to give the new show a distinctive personality.
The spirit of the show was projected beyond the confines of the exhibition centre through The City, a programme which took place in different areas of Barcelona, extending The Brandery effect by means of a number of initiatives linked to shops, exhibitions and performances throughout the city. The support of the Barcelona City Council and the sector contributed to maintain the city as a European reference in urban fashion.
Barcelona, 9th of July 2009.
Gloria Dilluvio. Fira de Barcelona Press Department / Tel: +34 93 233 2172 - Email: gdilluvio@firabcn.es
Eva Martín. XXL Comunicación / Tel:+34 93 452 65 00 - Email: eva@xxlcomunicacion.com
Xavier Portas, Raymond Molloy. Xtra Xposure / Tel:+34 93 211 70 15 - Email: info@xtraxposure.com
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