SPN - Fira Barcelona

The brands, their interaction with the public and the appeal of Barcelona are the core areas of The Brandery, Fira Barcelona's professional contemporary urban fashion trade show, which will take place twice a year. This first edition is planned for the coming month of July at the Montjuïc exhibition site, following a process to define the event, which involved professionals from the sector.

The Brandery, with the support of Barcelona City Council, comes with the aim of bringing 250 national and international fashion exhibiters together around the Magic Fountain of the upper area of Montjuïc in this first gathering, which will be held on 7, 8 and 9 of July. All those exhibiters involved share the vision of a new fashion identity based on brand protagonism and defined by the "post fashion circus", a new stage not only based on clothing, but on the brands and the people in the "circus" of day-to-day city life who interact with it to give them their personality.

Another decisive aspect is "Made in Barcelona", due to the fact that the city is an international benchmark and possesses the innovative push necessary to make The Brandery a European platform for contemporary fashion.

The brands as protagonists. During the presentation ceremony celebrated today 19/93/2009, with numerous representatives from the sector in attendance, the Mayor of Barcelona, Jordi Hereu, pointed out the this is a "personal project the would help Barcelona become a reference point for international trade fairs in contemporary fashion. The Chairman of the Board of Directors of Fira Barcelona, Josep Lluís Bonet, underlined that "in Barcelona there is a significant gap in the market" and that "commitment by the sector is fundamental if the trade show is to be a success. It is a project born of the sector and with the sector."

Fira Barcelona's Expansion Director, Pere Camprubí, explained that The Brandery is structured into 5 large areas which make up a global proposal in terms of the market:
The Fira will be the commercial meeting area between exhibiters and clients;
Brandtown, serves as the outer leisure area, with restaurants, bars, and chill-out zone; Brandstreet will house merchandising, the press, clients and the brand catwalk;
The Laundry will serve as a laboratory for ideas, debates, exhibitions and reflections; and, in The City, those present will be able attend the events, parties and exhibitions connected to the trade fair.

To house the brands, names of urban spaces have been chosen that fit each one's style and personality:
The Cathedral for those brands where the designer is the determining factor;
The Loft, for brands with a more designer/trendy flair;
The Warehouse, for denim-based brands; and
The Outerspace for street-wear brands and sneakers.

To view the website, which will be adding more information as it becomes available, please follow this link http://www.thebrandery.es

The Brandery - copyright Fira Barcelona 19 March 2009

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