Panorama launches Urban Up area

By

Bruno Joly

Published
Dec 9, 2014

Panorama is evidently one of the two trade shows to most benefit from the cancellation of Bread & Butter, officially announced this Tuesday 9 December.

Panorama has thus announced the addition of a new hall for January featuring an added 43,000 square feet. Dubbed “Urban UP”, the area will include forty or so brands, the majority of which hitherto primarily exhibited at Tempelhof Airport. The exhibition will welcome SMEs such as Legend, Dreimaster, Solid, Hummel, Tailored & Originals, Lindbergh, Shine, Goodyear, Hümor, Nümph, and Anerkjendt Smash among others. Jörg Wichmann, the head of Panorama, has confirmed that next summer’s edition will offer more facilities in order to welcome denim, urban and progressive menswear brands.

The show, founded in January 2013 just ten years after Bread & Butter’s first appearance in Berlin, has been rumored to have received government support in order to create a trade show dedicated to more commercial brands, as there is no such event in Germany, and also due to fear over Bread & Butter’s once talked about move abroad. Mustang was either the first or among the first denim brands to announce that it was leaving Bread & Butter for Panorama in order to better reach national retailers. 

In total, from January 19-21, Panorama is expected to welcome 521 brands in a 400,000 square foot space spread over ten halls.