SPN - The Brandery 2010. New Exhibition Areas

"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.

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 2009 first edition.

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.

The Brandery - Barcelona 2010

After a very succesful first edition, The Brandery has already announced the dates for the second edition of its Post Fashion Circus. The fashion trade show will be held on January 27, 28 and 29th January 2010.

The Brandery is more than just another fashion trade show. It's a 'made in Barcelona' event and has been designed with Barcelona in mind. One of the most modern, cosmopolitan and dynamic cities when it comes to setting trends in Europe.

Pre registration is advised and application forma are now available. For further information contact Xtra Xposure at http://www.xtraxposure.com/ or visit The Brandery website at http://www.thebrandery.com/.

SPN - The Brandery Overview

The Brandery, new contemporary urban fashion show, organised in the Montjuïc exhibition centre by Fira de Barcelona, fulfilled expectations and brought in 9,715 trade visitors from the fashion sector. The 113 exhibitors, 45% of which were foreign, attracted many national and international buyers; mainly Italian, French and Portuguese distributors and retailers interested in the spring / summer 2010 collections.

The majority of participating brands have already confirmed their presence at the winter edition which will be held at the start of next year. Other firms, absent at this first show, have already expressed their intention to take part in the January 2010 edition, which confirms the fact that the event was well received by the fashion sector. In this sense, Fira de Barcelona's director of Expansion who is responsible for The Brandery, Pere Camprubí, said that "exhibitors and visitors have expressed their satisfaction with their participation in a show which has fulfilled our set expectations of quality and results" he added "we are already preparing for the next show in January, at which we expect that the number of exhibitors will increase significantly, and that it is on its way to becoming a benchmark event Europe".

The first edition of The Brandery was structured around four major areas: The Cathedral, The Loft, The Warehouse and The Outerspace. The Cathedral showcased pieces where the designer name is the determining factor, The Loft presented specific groups of garments; while The Warehouse featured Denim and The Outerspace focused on street-wear brands and the world of sneakers. The show also provided the setting for two exhibitions: Sneaker Expo, with over 700 collector sneakers, and an exhibition of photographs by Karl Lagerfeld to celebrate the 50th anniversary of the Barbie doll.

The Laundry provided a space for debate where experts analysed fashion trends and the fashion business and the different ways of innovating in economic, marketing and design aspects.
More than just fashionThe ambience at The Brandery was one of the characteristic traits of this new show. The design of four areas in Montjuïc's Hall 7, the choice of beautiful locations, such as the Mies van der Rohe pavilion, the setting for The Laundry, music from various DJs and outdoor chill out areas all combined to give the new show a distinctive personality.

The spirit of the show was projected beyond the confines of the exhibition centre through The City, a programme which took place in different areas of Barcelona, extending The Brandery effect by means of a number of initiatives linked to shops, exhibitions and performances throughout the city. The support of the Barcelona City Council and the sector contributed to maintain the city as a European reference in urban fashion.

Barcelona, 9th of July 2009.

Gloria Dilluvio. Fira de Barcelona Press Department / Tel: +34 93 233 2172 - Email: gdilluvio@firabcn.es

Eva Martín. XXL Comunicación / Tel:+34 93 452 65 00 - Email: eva@xxlcomunicacion.com

Xavier Portas, Raymond Molloy. Xtra Xposure / Tel:+34 93 211 70 15 - Email: info@xtraxposure.com

SPN - The Brandery Overview (Spanish)

The Brandery, el nuevo salón de moda urbana contemporánea organizado por Fira de Barcelona ha cumplido con las previsiones y ha reunido en el recinto de Montjuïc 9.715 profesionales del sector de la moda. Los 113 expositores presentes, el 45% de ellos extranjeros, han atraído durante los tres días del evento a un buen número de compradores nacionales e internacionales -principalmente italianos, franceses y portugueses - distribuidores y retailers interesados en las colecciones para la primavera-verano de 2010.

La mayoría de marcas participantes ya ha confirmado su presencia en la edición de invierno que se celebrará a principios del año próximo. A ellas se sumaran otras firmas, ausentes en esta primera cita, que ya han manifestado su intención de participar en la convocatoria prevista para enero de 2010, aspecto que certifica la buena acogida que el salón ha tenido en el sector de la moda. En este sentido, el director de Expansión de Fira de Barcelona y responsable de The Brandery, Pere Camprubí ha asegurado que “expositores y visitantes nos han manifestado su satisfacción por participar en un salón que ha cumplido con los objetivos de calidad y resultado que nos habíamos marcado” y ha destacado que “ya estamos preparando la próxima convocatoria de enero, en la que prevemos un significativo incremento de participación y ser referentes del mercado europeo”.

En su primera convocatoria, The Brandery se ha estructurado en cuatro grandes áreas: The Cathedral, The Loft, The Warehouse y The Outerspace. The Cathedral ha mostrado las piezas de diseñadores que dan nombre a sus marcas, The Loft ha agrupado grupos concretos de prendas; mientras que The Warehouse ha reunido toda la oferta de Denim y The Outerspace ha concentrado el streetwear y el mundo de los sneakers (zapatillas deportivas). El salón también ha presentado dos exposiciones: la Sneaker Expo, con más de 700 zapatillas de coleccionista, y una exposición fotográfica del 50 aniversario de la muñeca Barbie firmada por Karl Lagerfeld.

The Laundry ha sido el foro de debate donde los profesionales del sector han analizado las tendencias de la moda y del negocio de la moda, han abordado los aspectos económicos, de diseño y de comercialización y han estudiado diferentes maneras de innovar en todos ellos.Más que modaLa ambientación de The Brandery ha sido uno de los elementos característicos del nuevo salón. El diseño de las cuatro áreas instaladas en el Palacio 7 de recinto de Montjuïc, junto con la elección de espacios de cuidada estética, como el pabellón Mies van der Rohe, escenario de The Laundry, ha dotado al nuevo salón de una marcada personalidad propia. A ello también ha contribuido la música de diversos DJs y los espacios de chill-out ubicados en el exterior.

Asimismo, ha proyectado su espíritu más allá del recinto ferial a través de The City, un programa que ha extendido a diferentes zonas de Barcelona el efecto de “The Brandery”. Las iniciativas han estado ligadas al comercio y han incluido exposiciones y actuaciones en numerosos puntos del entramado urbano. El respaldo del Ayuntamiento de Barcelona y del propio sector ha contribuido a proyectar la imagen de la ciudad como referente europeo en moda urbana.Barcelona, 9 de julio de 2009.

Gloria Dilluvio. Departamento de Prensa de Fira de Barcelona / Tel: +34 93 233 2172 - Email: gdilluvio@firabcn.es

Eva Martín. XXL Comunicación / Tel:+34 93 452 65 00 - Email: eva@xxlcomunicacion.com

Xavier Portas, Raymond Molloy. Xtra Xposure / Tel: +34 93 211 70 15 - Email: info@xtraxposure.com

SPN - The Brandery - Opening day

I have to begin by saying that The Brandery is well organised and I have to take my hat off to Albert Planas and everyone involved at FIRA Barcelona for putting this fashion and trade fair together in such a short space of time. I am sure that after Thursday, the fashion world, especially those companies in Europe that haven't made it to the opening edition, will be queuing up to be part of the second edition when it is hosted in January 2010.

Xtra Xposure, the latest addition to SPN will be focusing on Media Communications and Public Relations for events such as The Brandery, targeting UK companies in order for them to shpowcase their collections.

SPN - The Brandery Welcome Party

To celebrate the inauguration of The Brandery, a Welcome Party will be held on the evening of Tuesday 7th July to the backdrop of the spectacular display of light and water of the magical fountains of Montjuïc. The party will also feature entertainment by the band Chicks on Speed and performances by various DJs.

Open air photography exhibition - All along Rambla Catalunya, between Diagonal and Gran Via, there will be an exhibition of giant transparent cubes featuring 11 photos commissioned by the magazine Yo Dona. Rossy de Palma and the fans created by Louis Vuitton to support the NGO Orphanage Africa are the stars of the shots.

Exhibition of trend magazines - Hercules, B-Guided, Metal, Neo 2, H and Tendencias, six of the most important trend magazines in Spain, will be showcasing their identities to visitors to the show and Barcelona residents through a small exhibition on the streets of the Born district.

The art of graffiti - Four graffiti artists will be painting live on wooden cubes set up on the Portal de l’Àngel. One of the faces of the cubes will be dedicated to each artist’s interpretation of The Brandery. Another six cubes, already painted by other graffiti artists, will be set up in front of the Mies van der Rohe pavilion.

Clubs and Terraces - Visitors to the show will have access to the clubs and terraces of The Brandery’s partners to enjoy the city’s ambience at CDLC, Opium Mar, Lotus Theater, Boulevard, Sutton, Broadbar, Otto Zutz and Jamboree and on the terraces of the hotels Me, Barceló Raval, Ars, Axel, B and Claris.

SPN - The Brandery, Barcelona.

Will you be at The Brandery, Barcelona 07th - 09th July 2009?

For the next 4 weeks I will be looking for UK and European Urban Street Wear fashion companies that wish to participate at The Brandery Barcelona - 07th - 09th July (twice yearly event - also to be held in January 2010). Suggestions for companies are welcome. Probably the biggest fashion and lifestyle event this summer.. Please contact me directly for further information..

SPN - Fira Barcelona

The brands, their interaction with the public and the appeal of Barcelona are the core areas of The Brandery, Fira Barcelona's professional contemporary urban fashion trade show, which will take place twice a year. This first edition is planned for the coming month of July at the Montjuïc exhibition site, following a process to define the event, which involved professionals from the sector.

The Brandery, with the support of Barcelona City Council, comes with the aim of bringing 250 national and international fashion exhibiters together around the Magic Fountain of the upper area of Montjuïc in this first gathering, which will be held on 7, 8 and 9 of July. All those exhibiters involved share the vision of a new fashion identity based on brand protagonism and defined by the "post fashion circus", a new stage not only based on clothing, but on the brands and the people in the "circus" of day-to-day city life who interact with it to give them their personality.

Another decisive aspect is "Made in Barcelona", due to the fact that the city is an international benchmark and possesses the innovative push necessary to make The Brandery a European platform for contemporary fashion.

The brands as protagonists. During the presentation ceremony celebrated today 19/93/2009, with numerous representatives from the sector in attendance, the Mayor of Barcelona, Jordi Hereu, pointed out the this is a "personal project the would help Barcelona become a reference point for international trade fairs in contemporary fashion. The Chairman of the Board of Directors of Fira Barcelona, Josep Lluís Bonet, underlined that "in Barcelona there is a significant gap in the market" and that "commitment by the sector is fundamental if the trade show is to be a success. It is a project born of the sector and with the sector."

Fira Barcelona's Expansion Director, Pere Camprubí, explained that The Brandery is structured into 5 large areas which make up a global proposal in terms of the market:
The Fira will be the commercial meeting area between exhibiters and clients;
Brandtown, serves as the outer leisure area, with restaurants, bars, and chill-out zone; Brandstreet will house merchandising, the press, clients and the brand catwalk;
The Laundry will serve as a laboratory for ideas, debates, exhibitions and reflections; and, in The City, those present will be able attend the events, parties and exhibitions connected to the trade fair.

To house the brands, names of urban spaces have been chosen that fit each one's style and personality:
The Cathedral for those brands where the designer is the determining factor;
The Loft, for brands with a more designer/trendy flair;
The Warehouse, for denim-based brands; and
The Outerspace for street-wear brands and sneakers.

To view the website, which will be adding more information as it becomes available, please follow this link http://www.thebrandery.es

The Brandery - copyright Fira Barcelona 19 March 2009