WHAT'S THE STORY 119
Boomtown Berlin? The German capital is establishing itself as a normal European metropolis in the field of retail. Which part do the fashion trade shows play? Despite numerous changes, Berlin is as diverse a platform as ever. A status quo report… Text: Ina Köhler. Illustration: Claudia Meitert
The German capital is glowing anew after the completion of new real estate developments over the last few months; a lot of money has been invested. Bikini Berlin, located in the western part of the city, houses 58 shops and 19 pop-up stores on a total area of approximately 17,000 square metres; brands such as Aspesi, Grifoni, and Odeeh have opened their first German branches there. The city on the banks of the Spree river was even the first choice for Japanese fashion house Uniqlo. Its 2,700 square metre store is the largest in Europe. Quite a lot of things have changed in the area between Potsdamer Platz and Friedrichstrasse too. Leipziger Platz now boasts the new “Mall of Berlin” with 270 shops spread out on an area of 76,000 square metres. Tenants such as Marc Cain, Strenesse, Pepe Jeans, Liebeskind, Strellson, Karl Lagerfeld, and Denim & Supply believe in the location in the heart of the city, which recently
received no less than 800 million Euros in investments. Berlin is a boomtown, at least for investors in fashion retail space. However, one thing is pretty clear: If one sees how many brands have invested in their own elaborate showrooms and/or their own online presence, one begins to understand why more and more players withdraw from the trade shows. It seems as if they simply don’t need them anymore. And this, following the law of supply and demand, creates massive competition. The exhibitor is now a rare commodity that is being wooed by countless organisers with attractive offers and promises. Overlaps, cannibalisation, and crowding out are commonplace. From a superficial point of view, it is actually quite amazing that the market situation only seems to marginally affect Berlin’s trade show scene. The scene is as dynamic and diverse as ever and the more than a dozen all-rounders and specialists cover even the tiniest niches. style in progress 314
