So… by Show & Order is the latest project developed by French tastemaker Sophie Guyot in collaboration with the Berlin-based trade show Show & Order, directed by Verena Malta. 

Conceived as a concept store within the trade show, So… by Show & Order will present a selection of up-and-coming and established brands from all over the world picked by Guyot for the German market. Ranging from womenswear to lifestyle, the featured labels will be showcased in a special setting that will offer a relaxed and personalized shopping experience. Furthermore, Sophie Guyot and the designers will be on site everyday, in order to introduce the concept and their collections to visitors and potential buyers. So… by Show & Order is set to debut at the upcoming edition of the Show & Order trade show, which will take place from July 7th to 9th, 2015.

So… by Show and Order marks the launch of Sophie Guyot’s own initiative So…, which is about conceiving new areas dedicated to creativity and discovery within already existing commercial structures. As director of the FAME trade-show and with an extensive experience of working in fashion and retail, Sophie Guyot felt the need to bring back a human dimension to fashion fairs through tailor-made solutions and carefully curated exhibition spaces. Similar to the concept of a pop-up shop, So… is meant to be a traveling project, which seeks the perfect balance between retail business and pleasure.