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Panorama Berlin adds new hall for July

Berlin trade show Panorama will add a new 64,600 sq ft “trend laboratory” space for the July edition.

The new area, called Nova, will be located on the first floor next to contemporary streetwear space Urban Up, which launched last season.

Panorama has described Nova as a “trend laboratory” where heritage brands and products are brought together with directional new collections.

A spokesman told Drapers it would be a space in which to “play around a little bit”, showcasing different brands and themes from season to season. It will have lifestyle elements, including a blogger area, street food court and an art space.

“The other halls don’t really change much, because the exhibitors are happy with the amount of space,” he explained. “Nova will be more inspirational; it will react to whatever the market demands.”

It will focus on product rather than brand, he added. A list of exhibitors will be announced in due course, expected to be split evenly between shoes and accessories, menswear and womenswear.

Urban Up will also be extended by 24,700 sq ft to 67,700 sq ft. The changes will bring the show’s total surface area to 489,600 sq ft.

Panorama announced the addition of Urban Up in early December, days after rival show Bread & Butter announced it would shrink from five halls to one in 2015. B&B was later cancelled and the company declared insolvent.

B&B founder Karl-Heinz Müller is planning to run a show from July 7-9 at Berlin Tempelhof Airport under a new company called Bread & Butter Tradeshow.

The next edition of Panorama will take place at ExpoCenter City on the grounds of the Messe Berlin from July 8-10.

@KirstyMcGregor

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