GERMANY - Lingerie exhibition 5 Elements Berlin has doubled in size for its second outing, due largely to the January collapse of its main competitor.
Ocean Media, the UK-based exhibition and event organiser, claims the exhibition has seen exhibitor figures swell to more than twice that of the previous year after the Dusseldorf lingerie show, Body Look, shut up shop.
Ocean’s 5 Elements launched as a twice yearly exhibition (in January and July 2009) to coincide with the buying pattern of retailers. According to the European portfolio director for Ocean Media, Olaf Van Den Brink, the event has benefitted hugely from the migration of the German fashion industry from Düsseldorf to Berlin.
Berlin Fashion Week, which takes place 7-11 July at the city’s defunct Tempelhof airport, has catalysed the German fashion industry into moving to Berlin as the city will be home to the market-leading fashion event for the next 10 years.
“We launched 5 Elements to coincide with events like Bread and Butter Berlin during Berlin Fashion Week,” Van Den Brink told EW. “It ran against Body Look in Dusseldorf, and they fought it for a year, but when the whole of the German fashion industry moved to Berlin, they gave up.”
The show takes place on 7-8 July 2010 at Messe Berlin Palace of Culture.
