Berlin trade show Panorama is moving to a city centre location next season in response to a rise in applications from exhibitors.
The show has previously been held at ExpoCenter Airport, a 45-minute drive from the city, but due to the strong increase in exhibition space requests it will move nearly 20 miles to Messe Berlin for the spring 15 edition.
The new location will provide more than 430,000 sq ft of exhibition space across six halls and the show will also have the option to expand in future. Last season the show space was just over 215,000 sq ft.
Panorama reported an 11% rise in visitors for its autumn 14 edition, which was held from January 14-16, compared with spring 14. The total number of visitors grew to 40,081, with attendees from 93 nations.
Panorama chief executive Jörg Wichmann said the latest edition had been a “great success”.
He added: “We are very satisfied with the visitor frequency and the feedback. The mood in our three
main halls was very positive. The presentations of our exhibitors were more ambitious and inspiring than ever; the selection and mix of the exhibited collections convinced.”
Panorama has also emerged as a possible alternative for some brands looking to move from Bread & Butter Berlin following its plans to extend the show to incorporate consumers. One brand owner said: “With the cost of Bread & Butter you could do several different shows instead –Panorama for Germany, Pitti for Italy and Vision (in Copenhagen) for the northern European market.”
Panorama organisers would not comment on whether they could create any special area to accommodate younger streetwear brands – traditionally the preserve of Bread & Butter – in the new exhibition space.