Focus on Düsseldorf

The Igedo Company wants to strengthen its base in Düsseldorf with the addition of “The Gallery”. After an excursion into the trade show universe of Berlin, it is now focusing on its new location in the port of the Rhine city and thus adding an additional segment.

Text: Ina Köhler. Photos: The Gallery Düsseldorf There will be three locations in Düsseldorf this summer: “The Gallery” as the core element in the former embassy in Cecilienallee, the nearby Rheinland Hall of the Hilton with the “Red Carpet”, and the “Hammer Halls”. The new location in South Düsseldorf offers approximately 2,600 square metres of exhibition area, which was occupied by the Premium trade show in February this year. “We are basically adding a new segment”, says Philipp Kronen, the managing partner at Igedo Company. However, the company will not merely take over the labels of the Premium, but has developed its own independent profile, according to Ulrike Kähler, the project director for national trade shows at Igedo Company. International labels and agencies will be given the opportunity to present their products in the Hammer Halls. “We evaluate every exhibitor before deciding which environment would be the most suitable”, Kähler adds. Brands such as Anett Röstel have been added to the embassy location. Labels such as Sternensee, Hugenberg, Fish & the Sea, and the Munich-based agency D-tails present their brand portfolio on 180 square metres. The brands on display are diverse and include Duvetica, Daks, and Borrelli. Hinterhofagentur, another Munich-based agency and agent Jeremy Mc Alpine use the base in Düsseldorf to showcase brands such as Wool & Co, Out of Order, Etiqueta Negra, and Cape Horn. “The exhibitors expect

“We are basically adding a new segment.” Philipp Kronen, Igedo Company

us to ensure that the location is functional, suitably air-conditioned, and that the catering is good”, Philipp Kronen explains. In addition, the new location will be connected with all other major locations via an expanded shuttle service.

Berlin Contacts - Rhine Base

Igedo Company has imported some ideas and contacts from Berlin. The former exhibitors were offered to exhibit in the Rhine city too. Young designers now have the possibility to showcase their ideas in the “Not Couture” area of the port location. The exhibitors will include Polish and Turkish designers such as Yasemi Özeni. And

“We evaluate every exhibitor before deciding which environment would be the most suitable.” Ulrike Kähler, Igedo Company

there’s one more innovation: The Little Gallery, an independent children’s fashion trade show running from three weeks before the regular date up until now, will be integrated into the main event. “We are not creating a separate area, but we will display the complete fashion collections of the suppliers”, Ulrike Kähler explains. After the opera workshops in Berlin were no longer available for the summer, Igedo Company decided to withdraw from the city and to add the Hammer Halls to its portfolio instead. “In Berlin it is always difficult to secure long term contracts for locations”, Philipp Kronen says. “After we had examined various alternatives, we were only left with second best options.” He is optimistic regarding the return to Düsseldorf. “I think the city is on the up again.”

25th to 28th of July 2014, www.the-gallery-duesseldorf.com