At the beginning of the year it became known that the Premium Group was coming back to the German capital with its trade fair formats. The trade fair organizer is now announcing a first overview of the events in July.
In addition to the Premium and Seek trade fairs, the D2C event The Ground is also to take place for the first time. The Ground, Premium, Seek and the Fashiontech conference are to merge together at the new venue, the Berlin exhibition center, to form the Premium Group cosmos, where trade visitors and end consumers will find their place, Premium announced on Monday. All events are open to trade visitors. However, only The Ground is intended for end users.
“In order to remain sustainable, we want and need to merge B2B and D2C and create a place – a marketplace for ideas and products – where brands, retailers and consumers alike come together and learn from each other. For the first time, we are offering holistic reach, synergy & network effects,” said Jörg Arntz, Managing Director of the Premium Group.
Innovations in old formats
Because of the end consumer event The Ground, the other formats will also take place from Thursday to Saturday for the first time.
At the Premium, the portfolio of the trade fair is meanwhile divided into the three new segments High, Icon and Volume. As a result, “large, commercially successful brands as well as more focused designer brands, newcomers and smaller innovators should find their place at the fair,” according to Berlin.
There is also a new format for the Seek. The ‘Seek Conscious Club’ aims to give sustainable brands their own area at the fair.
The Ground: fashion, music and lifestyle
In addition to brands – as with other D2C events – the new format offers a colorful program of music, talks, workshops, sports and wellbeing sessions. But the focus should also be on future-oriented topics such as metaverse and gaming. The format, which is to take place once a year, is aimed in particular at the Gen-Z, Gen-Y and Culture Pioneers generations.
The first ‘Premium Group Kosmos’ at the Berlin Exhibition Center will take place from July 7th to 9th.