THE TALK 159
Year Anniversary To mark the tenth anniversary of the Premium Berlin, Anita Tillmann and Norberg Tillman are inviting everybody back to the spot where it all began. Celebrations with media, exhibitors and visitors are to take place in the tunnel. style in progress interviewed Anita Tillmann. Interview: Martina MĂźllner. Photos: Premium, JĂźrgen Schabes
What would the Premium like to have for its tenth anniversary?
Anita Tillmann: A successful event, a tradeshow that attracts a lot of visitors and that makes our exhibitors happy. Because, at the end of the day, we are a service provider and it's our job to make the show good. If we do our job well, then we can be satisfied with ourselves. Are there going to be events and specials for the anniversary?
It all began in an underground train tunnel ten years ago. The premium has been a solid player in Berlin's exhibition scene since then.
Basically, as I said, it's our job to make the show good proving to our international audience that we have the best service. But, of course, we'll also be celebrating. We're having a party at the spot
where it all began: in the underground train tunnel at Potsdamer Platz. In addition, we'll be launching limited editions with a handful of selected exhibitors. These can then only be ordered at the Premium. What milestones have you had in the last ten years?
There were a lot, certainly buying the Station-Berlin property in Luckenwalder Strasse as this has opened up completely new horizons for us. Also very important was establishing the Mercedes-Benz Fashion Week in Berlin through the IMG who, of course, we advised. It was the first time that a Fashion Week took place at the same time as the major tradeshows worldwide - and so an important première. Then, of course, the launch of the F95 store which is more or less an extension of the Premium and which first taught many dealers the importance of the Premium approach: We curate fresh collections every season, look all over the world for the best markets for our exhibitor portfolio. This work is very similar to a retailers - just that a shop owner can't be out and about as much as we can. This is our promise to dealers: We look all over the world for the best and most exciting things and bring them back to Germany. What a deal! I wish more dealers could see, appreciate and reward all this effort - by staying in Berlin a day longer for example and taking the time to immerse themselves in this selection. Were there any critical moments in the last ten years?
Yes, of course, we're not perfect. But we do try to make our mistakes just the once - and quickly learn from them. Looking back, I would say that most of our mistakes were in being too fast, we were ahead of our time. So, it's perhaps a blessing in disguise that the start of the Panorama style in progress 113
