Copenhagen event Gallery will move to a new format from January, chauffeuring buyers to brand showrooms in the city rather than hosting exhibitors in a single fair.
The new ‘Gallery Studio’ will provide a free limo service for buyers and press from January 28-31, taking them to showrooms, stores and trade fairs. It will also host shows and events in collaboration with real estate company Jeudan.
Christian Gregersen, chief executive of Gallery Studio, said experience had taught him there is a “better chance of doing business” by visiting showrooms directly.
He added: “The traditional fair has not changed for decades unlike its visitors, who wish to experience the city life as well.”
Confirmed brands that will be represented by Gallery Studio are: Rick Owens, Moschino, Missoni, See by Chloe, La Martina, Hudson, Blauer, Pierre Balmain, Karl Lagerfeld, Elsa Adams and NN.07.
NN.07 is one of several brands that will move its showroom to its flagship store in the city, Gregersen said.
Brands who still wish to exhibit at a trade show will have the option of CIFF or Revolver, formerly known as Vision. Revolver will take place on January 28-31, while CIFF will run from January 29 to February 1.