German trade show organizer Premium Group announced a few months ago that its fairs will back to Berlin. In July, from 7 to 9, the group planed to present a completely new live event concept around the Berlin Radio Tower and the Summer Garden.
The Premium Group is expanding its portfolio in the summer to include the consumer festival The Ground in addition to the existing Premium and Seek trade fairs. The new location Messe Berlin will become the Premium Group cosmos, a holistic inspirational hub for all relevant topics related to fashion, trends, retail, lifestyle, marketing, digitization, sustainability, metaverse and more.
In July, brands and partners can also present themselves to end consumers for the first time as part of the new event The Ground, Direct to Consumer. Consumers get access to The Ground, while trade visitors are invited to view the full range and be inspired throughout the site.

The Premium portfolio will be divided into three new areas: High, Icon & Volum dedicated to large, commercially successful brands as well as more focused designer brands, newcomers and smaller innovators. As part as the Seek fair, the Seek Conscious Club will be a dedicated area for sustainable brands. Seek offers them the stage and space to grow and the attention to optimally spread brand values. In addition to the established Trade Union, the exclusive area for brands with a particularly sharp sales strategy. Finally, the new Direct to Consumer Festival The Ground will host Gen- Z, Gen-Y and Culture Pioneers once a year. Music acts, panels and live talks with well-known speakers and influencers, creative workshops, sports and wellbeing sessions are intended to inspire, enrich, enlighten and inspire exchange: entertainment, edutainment and experiences. The Ground turns live streams into live encounters, consumers into co-creators and classic retailers into strategic marketing and event partners. Here, through emotional experiences and unique showcases, brands can be experienced and interested customers become loyal brand fans. Topics relevant to society and generations, such as fashion, sports, beauty & well-being, metaverse & gaming, will be featured in the area as well as in talks and master classes as part of the Fashiontech content format.

"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 come together and learn from each other. For the first time, we are offering holistic reach, synergy and network effects,” explained Jörg Arntz, Managing Director Premium Group. “B2b and d2d will take place in parallel on one site, although of course there will still be an area for professionals only, i.e. exclusively for the industry. The d2c area is accessible to both end consumers and trade visitors. In addition to our trade fairs, we create new content from which our visitors and exhibitors benefit.”

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The Premium Group Events Will Take Place Physically In Berlin From July 7 To 9, 2022