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Bread & Butter: the future will be revealed tomorrow

The direction of Bread & Butter Berlin will be revealed tomorrow, Drapers understands, when founder Karl-Heinz Müller is expected to issue a statement about the January 2015 edition.

This is scheduled to take place on January 19-21, but rumours have been flying about for several weeks about the future of BBB, which ironically has been in decline since it celebrated its 10th anniversary in 2011.

The ground-breaking show has lost the support of many key exhibitors, while simultaneously spawning the rise of several other events in Berlin, including Seek, which attracts many of the cool brands previously found at BBB, and Panorama, which has given an alternative event to the more mainstream BBB brands.

Last year, in an effort to reboot the show, Müller proposed adding two consumer-only days to the three-day trade show, but was forced to climb down in the face of strident opposition from many exhibitors. In the summer he announced that the January edition would re-locate to Barcelona (where it was held to great success between 2005 and 2009), but again had to cancel the plan after it failed to win enough support.

Müller is planning to run an edition of Bread & Butter in Seoul, South Korea, in September 2015.

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