Complementary trade shows, Panorama Berlin, Selvedge Run and Zeitgeist are relocating from Messe Berlin to Tempelhof Airport beginning from the upcoming January 14 to 16, 2020 event. The new venue is the former home to the now defunct Bread & Butter trade show and serves as an event space for Berlin Fashion Week.

With the theme ‘Rebel with a Cause,’ the trade events aim to trudge along with a same old, same old’ attitude with unconventional formats. As traditional retail takes a hit with e-commerce, social media and resale, the show offers space to brands that dare to challenge established structures and that understand the importance of value-oriented consumer behavior. They essentially recreate concepts that work at retail for the trade.

Panorama will introduce a pop-up format that will include modular brand pavilions customized by the brands. The event will give brands opportunity to showcase their products in an innovative setting with the focus clearly on the product, brand and storytelling.

Organisers of these trade shows also plan to evolve the concept during the July 2020 event by taking the mobile fashion pop-up” to high traffic areas in the city, complete with limited-edition products, drops and parties.