PREMIUM is the trade fair of the 2020 season, defining all new industry trends and providing buyers with a detailed market overview of the international fashion scene. For the realisation of the trade fair concept, OLYMP brought the SCHLEGEL team on board, which realised the approximately 310 m² trade fair appearance as a complete package.
With the new brand claim "My Style. My Statement." and the Hollywood star Gerard Butler as brand ambassador, OLYMP set the direction. Challenge and inspiration at the same time was the location - an ensemble of three historic, interconnected brick warehouse buildings on the exhibition grounds.
Visitors were welcomed by a gin bar at the main entrance, which invited them to linger and enter the generously designed OLYMP world. Free-standing partition walls with overhangs gave the interiors of the Classic and Casual areas a clear yet open structure. Various lighting systems were integrated to accentuate the lighting of exhibits and surfaces. Mirror surfaces made of smoked and clear glass lent variety and restrained extravagance to the staging. The lateral wall displays were also free-standing. Backlit stretch frames with the image and collection motifs also seemed to lean against the brick walls as if by chance. For the loft in the middle building, the focus was on the essentials. Dark walls with indirect lighting lent the room exclusivity. Simple seating furniture made of grey coarse linen supported the minimalist atmosphere. The floor covering of floor mats provided the basis for the whole. All materials used, from fabrics to wood to flooring, were B1-certified and thus fulfilled the specified fire protection standards of the trade fair.
SCHLEGEL put together the complete trade fair presentation as an all-round carefree package, which not only included production and delivery, assembly and dismantling as well as electrical installation, but also the complete communication with Messe Berlin.
Design: Nico Hofmann, Shanghai, Photos: Schlegel GmbH/offenblen.de