For the first physical Frankfurt Fashion Week in January 2022, Premium Group has announced upgraded versions for its Premium and Seek trade show formats and aims to score points with the new B2C format The Ground.
Premium and Seek, which will take place from January 18 to 20, are to be given a new look in Frankfurt: with more space, new areas and shorter distances, the organizers want to give visitors a “completely new trade fair experience.”
Premium, which enters its 19th year in January, is also to show a new side in Frankfurt. Instead of being spread out as in Station-Berlin, in Frankfurt all brands will show their collections in a single large hall.
“Seek is getting another real upgrade with the move. Not only the space, but also the partners will be bigger than ever – we are bringing Europe’s most relevant fashion companies together in Frankfurt, making the city the new fashion and creative hub. We are so excited to finally unite all exhibitors in one hall. In this way, we are creating a universe with many different worlds – colorful and exciting,” says creative director Maren Wiebus.
Maren Wiebus, creative director, Premium Group
Added to this is the new format The Ground, which is intended as a fashion festival aimed at young end consumers. Responsible for the event concept, alongside Premium bosses Anita Tillmann and Jörg Arntz or the Premium Group team, is B2C expert Kai Zollhöfer, who was also responsible for the concept of the Bread & Butter by Zalando public event.
“The Ground is a B2C festival aimed at a young, purpose-driven generation. This new generation has a strong stance on current social and environmental challenges and expects this to be reflected by brands. The overarching themes at The Ground are therefore sustainability, diversity and equality. A large proportion of customers are interested in more sustainable options – the desire for a more conscious lifestyle is there, but this trend is not currently reflected in their actual shopping behavior. In between lies the so-called attitude-behavior gap, which The Ground, as a platform for brands with transparency and cool communication, would like to close further,” says Zollhöfer.
The 3-day event (January 18-20) is designed to give brands the opportunity to exhibit purpose-driven stories and products, interactively. In addition to the thematic focus on fashion, brands from the fields of wellbeing, beauty, mobility and technology will also present innovative products and solutions.