German fair organiser Panorama has launched a new pop up concept called Brand Village in which the company will exhibit a selection of brands in different cities in Germany at different times of the year. The group, which has just moved to Berlin Tempelhof, has changed its format with the launch of a new strategy. The first of these changes will take place in the January 2020 edition, where the group will have its 10,000 square meters’ space, Brand Avenue, where each brand will control its own space and focus on its products.

Through these changes, the group aims to bring fashion to the final customer. The movement is a part of the group’s strategy to reactivate the fair, which in recent editions has been losing strength. Panorama will not be the first fair with an itinerant concept. In its latest editions, Denim Première Vision has been held in different cities such as London or Milan.