January 27, 2005
Select or Delete
Bread & Butter Berlin – Departure of the chosen ones Berlin is Germanys answer to Paris and Milan. Last weekend 1, 2, 3 fashion tradeshows took place at the same time. Under the title “selected” more than 600 trademarks came together at the “Bread & Butte Berlin – tradeshow for striking brands” in the industrial romantic Siemens halls.
The concept of the tradeshow works like an impulse for the stressed industry: artificial shortage of the offering by few labels, only professional audience and the staging of the tradeshow as event. The consequence: satisfied exhibitors, positive atmosphere and a huge image benefit for all participants. This reminds on the Cluetrain thesis (markets are conversation) because the establishment of relations within the market is clearly focused. For trademarks that are not represented here it becomes more and more difficult. Those missed the departure of the chosen ones.
Iconstorm supported shopfiction in presenting the “retail reflector”. This prototype makes the fashion trade at the Bread & Butter Berlin a room available in which apart of the fairs turbulence shortly, playfully and together new insights and ideas for the change in the trading could be generated.
