Young fashion trade show Bread & Butter will embrace the 2010 football World Cup next season by screening games in a purpose-built stadium at the show in Berlin in an effort to protect attendance.
The football semi-finals fall during the next event’s dateline of July 7-9 and an 8,000-person capacity stadium will be constructed on site to show the evening games on July 6 - the night before the show opens - and July 7.
The temporary wall which enclosed the show’s location at Tempelhof Airport at the show last week will be taken down and converted into an oval-shaped stadium on the airport runway.
B&B founder Karl-Heinz Müller told Drapers he would sell tickets to the stadium for about €15 (£13) each. Muller said: “I don’t think the World Cup will affect attendance. It’s the perfect opportunity to play with the football concept. It’s better to work with the football than to fight it.”
Müller has tied the theme of next season’s show around the World Cup and it will be called “Bread & Butter - Premier League”.
He added that visitor numbers to last week’s show beat the season before and that next July’s show was already fully booked by exhibitors.
Müller will also reintroduce kidswear to B&B in July and will erect a 64,585 sq ft big top-style tent on the actual runway at Tempelhof Airport to exhibit kidswear offers from current exhibitors such as Scotch & Soda, Replay, Pepe Jeans and other brands.
B&B pulled out of kidswear five years ago after moving the show from Berlin to Barcelona. It returned to Berlin last year.
Next season, Müller aims to attract more contemporary sportswear brands and will launch an area for young independent brands.