For a wide variety of brands
Bright offers a product-related chance for presentation, its unique concept
guarantees a maximum of image and identity. The individual location as well as
the product-orientated framework, consisting of an innovative contest/artist
program, support the characteristically atmosphere of the off-show. Skateboard
culture and the relating side-events (artist shows & nightlife) are
important features of the tradeshow; still the commercial aspect takes a
primary position. With its concept the Bright tradeshow offers a very positive
and comfortable atmosphere without neglecting the function as an interface
between distribution and retail.
Bright
trade show represents the underground urban/skate scene. It has brands from
Vans, Converse, DK, skateboard, snowboard, surf, everything you need for a
tradeshow as well as skateboarder’s flying around the place and its very own
skate park. I really loved the enthusiasm and passion the brand ambassadors
have in their own rooms and show spaces (it was an old warehouse that is home
to Bright) each one welcoming and full of promotion power. It even has a job board at the end of the show,
which I think more trade shows need. Each area has their own VM and brand
identity but also not to the extent of Bread and Butter, I don’t think I will
visit anything quite like that place. TIP: give yourself at least half a day at
Bright, I didn’t quite manage to get around the whole place as I thought it was
a lot smaller than it actually was, and you get to know a lot more brands in
industry that you may not of associated or thought about before. A press badge
goes a long way as well. After collecting the latest underground and subculture
magazines on offer I had to head to the next appointment that was Berlin
Fashion Week.
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