Copenhagen trade show CIFF will open a pop-up retail space for the spring 16 edition to introduce brands to consumers.
A selection of womenswear and menswear brands will show collections directly to the public and registered buyers during the event, accessed through a separate entrance to the trade show at the Bellacenter in Copenhagen.
The number of participating brands and size of the exhibition space have not yet been confirmed.
The pop-up concept could be rolled out to London and New York next year, Kristian Anderson, fashion and design director at CIFF, told Drapers.
“The city is young and curious and have some money to spend so we think this will be a good opportunity to create a buzz around some of the brands and the event,” he said. “We expect about 500 people per day initially and there will be a party and DJ.”
The spring 16 edition of CIFF will take place on August 5-7.