Barcelona City Council has outlined plans for its new show called The Brandery, which will go head to head with Bread & Butter Berlin in July.
The Brandery aims to showcase around 250 brands and will be held at Fira Barcelona, the same venue as Bread & Butter took place in the Spanish city up until January when it confirmed it was heading back to its roots in Germany.
The Brandery will take place July 7-9, less than one week after Bread & Butter Berlin which is scheduled to run July 1-3.
The show will be made up of five main areas including: The Cathedral, which will showcase designer brands; The Warehouse, for denim brands; The Loft, for directional labels; and The Outerspace, for streetwear and footwear brands. The show will also house an outdoor leisure area with restaurants and bars and an area for exhibitions and ideas sharing.
In January, Barcelona City Council was reported to be furious that Bread & Butter had abandoned the city after to return to Berlin. The streetwear show brought in huge tourist spend for Barcelona, estimated to have been millions of euros each season.
Barcelona Mayor, Jordi Hereu, said The Brandery was, “a personal project that would help Barcelona become a reference point for international trade fairs in contemporary fashion.”
Another battle in the trade fair arena beckons. What do you make of the new Barcelona show? Does it sound similar to Bread & Butter? Can the Spanish beat Karl-Heinz Muller, who has had the market sewn up for years, at his own game? Where will you be heading come July? Drapers wants to hear from brands and buyers on this issue. Post your comments in the box below.