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Bread & Butter extends Sport & Street zone

Young fashion trade show Bread & Butter has extended its Sport & Street zone with new areas to allow brands to present their collections in a more innovative and interactive way.

The two new areas are Boarding House - an expansion of the B&B 1st Floor concept, which showcases emerging streetwear labels, and Playground - a zone that will feature a pool, a basketball court and a skateboarding course and will allow brands to create innovative show spaces around the facilities.

Brands participating in the Boarding House area will each be given a room in which to exhibit. They can design the room individually to represent the brand. The brand line up will be announced soon.

The Playground zone will host brands including Puma, Le Coq Sportif and 55DSL. Each will have the chance to present their own DJ set on an outdoor stage and to show their brand through bespoke presentations hosted around the pool and other leisure areas.

The two new zones are the brainchild of Joey Elgersma, who joined Bread & Butter as product manager for Sport & Street in March. Elgersma was previously marketing manager for Vans and also ran his own media company.

Elgersma said: “Boarding House is like a gallery concept where emerging brands can create their own look. The area for emerging brands has been successful so we wanted to build on that but give the brands more input.”

He added: “Playground is like a boy’s dream where visitors can relax and listen to music as well as do business. There will be live bands on the open air stage in the evening and brands can use the area to interact with visitors in a more innovative way.”

Other exhibitors in the Sport & Street area include Onitsuka Tiger, Nike Sportswear, Penfield, WeSC, New Balance and Airwalk.

The new areas have been given a dedicated website at www.breadandbutter.com/sportandstreet

Elgersma intends to add new areas to the Sport & Street zone each season reacting to exhibitor and buyer feedback.

Bread & Butter will take place from July 7 to 10 at Berlin-Tempelhof airport.

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