The premiere of the large Premium Group event cosmos in Berlin - Premium, Seek, Fashiontech, and The Ground with more than 800 participating brands (230 newcomer brands at Premium, 134 at Seek), held from July 7 to 9, 2022, was a complete success. The new combination of b2b and d2c, entertainment and edutainment, fashion and culture provided a lot of exchange, new input, ideas, contacts, 360 degree inspiration. The number of visitors to the restart event is around 70% compared to before Corona.

“It's been quite a rodeo ride putting together two b2b trade shows, one d2c festival, three conferences, parties, dinners and receptions for so many different audiences and all while the pandemic continues in full swing, barring the rain and flight chaos," said Anita Tillmann, Managing Partner Premium Group. "I would have wished that even more visitors would have come, but overall the restart was much better than expected. It was definitely an announcement."

With the conferences Fashiontech, Conscious Club Conference and The Ground Talks, the Premium Group Team put an additional focus on communication and edutainment. Important topics such as diversity, wellbeing, metaverse and sustainability were discussed and relevant lessons learned for the market, brands and consumers. With the first edition of the festival for style & culture, The Ground, young consumers and Berlin communities from GenZ and GenY were part of the Premium Group event cosmos for the first time. Almost 6000 fashion enthusiasts and trade visitors came together at The Ground. Exciting conversations, interactive fire moments and cool shows created a special vibe in and around the Palais am Funkturm. The focus was on young target groups wearing, feeling and thinking. How brands can reach young customers, communicate with them and build trust.

The must-have Peace merch collection initiated because of the Ukraine war in favour of Be An Angel e.v. was presented during the event. The sale of limited-edition clothing and accessories from Carry, Closed, Drykorn, Eastpak, Lala Berlin, Lee, Le Specs, MCM, Merz b. Swans and Wranglers as well as generous donations from Boss, among others, brought in a total of almost 15,000 euros. The remaining stocks are promoted and sold via influencer accounts.

“We are glad that after 2.5 years we have brought the entire industry together. Not everything was perfect, but a great basis has been laid for the coming seasons," said Joerg Arntz, Managing Director Premium Group. "The partners and brands see it that way too. The voices are consistently positive. It has been shown that the industry needs a platform to inform, connect, be inspired, meet in person and see new things. Berlin is set and we look forward to January and 20 years of Premium.”

The next Premium Group event cosmos will take place from January 17 to 19, 2023 with a b2b focus again at the Berlin exhibition center. The focus will be on the 20th anniversary of Premium.