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The Premium Group Events Will Take Place Physically in Berlin from July 7 to 9, 2022
by Modem – Posted January 31 2022
© Modem

The Premium Group events – the fashion fairs Premium and Seek, the Fashiontech talks and the showcases of the new format The Ground, initially scheduled to take place in Frankfurt am Main, will return to Berlin and take place around the Berlin Radio Tower and summer garden experimenting a completely new live event concept.

Premium Group redesigns the sustainability of future-proof fashion fairs with the commitment of the Berlin government, and launches a completely new event concept in which the B2B and D2C sectors merge. In the new Premium Group cosmos, brands can present themselves to retailers and consumers. All realities are represented: the new kids in the industry, such as D2C brands, e-com and influencers, are given their place in the Premium Group cosmos in the form of the new fashion festival The Ground. But also long-standing partners of established brands and representatives from traditional stationary retail will profit from further developed B2B spaces.

Classic trade fair formats are no longer up to date”, said Anita Tillmann, managing partner of the Premium Group. “We have to reinvent ourselves and look to the future – to a new stage in the life of the fashion industry post pandemic, which has changed everything. Digitisation, climate change, pandemic, changing values, new industry cycles and new players, as well as topics around gender equality, diversity, metaverse, gaming and NFTs, are just a few areas we are dealing with. We aim to set new standards for the future of trade events and merge B2B and D2C with our new event concept.”

It's a shame that the move to Frankfurt didn't work out,” said Jörg Arntz, managing director of the Premium Group. “We all tried very hard and did our best. As an entrepreneur, you always have to remain capable of acting and questioning decisions that have been made. In order to do justice to our customers and the market environment, we have decided – after intensive discussions with the city of Berlin – to hold our events in our home city again. We are Berliners at heart and are confident that the new government will anchor Berlin as Europe's creative metropolis in a sustainable and economic way.”

© Modem