The Brandery trade show: a new deal

The Stadium will be the sector at The Brandery showcasing the leading current sport style brands. Other attractions will be various performances by skateboard, BMX bicycle, streetdance and parkour specialists and an exhibition of snowboards decorated by well-known tattoo artists.

The Brandery, urban and contemporary fashion fair, which will be held in the Fira de Barcelona’s Montjuïc exhibition centre from the 27th to the 29th of January 2010, will feature The Stadium which will showcase the latest in sport & street fashion, that is, sport style adapted to urban fashion.

The Stadium will house exhibitors of action sports, sport style, technical fashion and street culture. Music, art and sport will be highlighted with a specific space for each area: the Skatepark space will host exhibitions of the best skateboard and BMX specialists, in which teams of the different brands will be participating; the Expo Snow Tattoo area, dedicated to art, will feature an exhibition of snowboards customised by internationally renowned tattooists; and lastly, in the Streetdance space, visitors will be able to enjoy dance performances of parkour (a sport based on overcoming urban obstacles such as stairs, railings, etc) and demonstrations of the most avant-garde streetdance currents.

The Brandery_gennaio 2010 a new deal

A New Deal for exhibitors and visitors
The show proposes a new trade fair business concept, called New Deal, which draws inspiration from the economic measures introduced by the U.S. president, Franklin D. Roosevelt, after the 1929 financial crash.  The Brandery’s New Deal supports exhibitors with initiatives such as the “Hosted Retailers” plan, which offers free hotel stays for guests, and the “Brander Reward” plan by which brands will be given “branders”, discount vouchers exchangeable at the July 2010 show in recognition of their promotional actions.

Visitors will also be able to take advantage of special conditions in various airline companies and register through the “free readers accreditation” plan offered by the sector’s leading magazines.

Reference for the Southern European market
The Brandery continues its progressive consolidation as the Southern European market’s reference, and has the advantage of being located in Barcelona, one of the most dynamic Mediterranean capitals in terms of design, art and creative talent, and because it selects tailor-made products of retailers from Mediterranean countries, conditioned by the climate and cultural currents of this geographical area.

In this sense, according to Pere Camprubí, director of the project “we do not wish to be a global show, on the contrary, we wish to reclaim the traditional trade fair format, creating the ideal space where it is easier to establish personal relations and contact between client and brand, with pre-selected supply and demand to give all our participants optimum responses with speed and agility”.

Data on the show
Organised by Fira de Barcelona with the support of the city’s council, in July 2009, The Brandery featured 113 brands and received 9,715 visitors.

The next edition will be held in halls 6 and 7 of Fira de Barcelona’s Montjuïc exhibition centre and will double the area used in the last show. The show, which is still fully engaged in its marketing process, has the confirmation of 126 brands, including Custo Barcelona, Armand Basi, Sita Murt and Desigual that are repeat exhibitors.

The trade show is structured into four areas: The Fira, the exhibiters’ area; The Brandtown, with bars, restaurants and chill-out areas; The Laundry, the “ideas lab” where presentations and conferences will take place; and The City, with activities linked to fashion and the trade show taking place all around the city of Barcelona.

The Fira itself is divided into four sectors according to product type: The Cathedral, for designers with their own label; The Loft, for brands with a distinct design or trend-setting component; The Warehouse, for denim-based brands; and The Stadium, focusing on the world of sport & street wear.

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