The format PREMIUM Berlin, which has been an outstanding success story in the fashion and lifestyle industry for many years, will not take place in January 2024. Its past success as a benchmark, the critical developments in the industry, and the changed global economic situation are presenting big trade fair formats with a new dimension of challenges.
PREMIUM, which started as an underdog in 2003 and established an entire segment in the industry, has developed into an icon. The original concepts and approaches were ground-breaking and have shaped the fashion world. However, as is so often the case in the fast-moving fashion industry, even outstanding success stories come to an end. The management team led by Anita Tillmann and Jörg Arntz recognised this change and paved the way for SEEK, which was launched in 2009.
Anita Tillmann: „PREMIUM was more than just a trade show. In 21 years, we have achieved a great deal, have been the stage for an incredible number of success stories in the industry and united the whole world to Berlin. In the process, we have become corporate and creative consultants, conference organisers, publishers, tech experts and retailers, established the first Fashion Week in Germany and entertained the entire industry. We have launched young talent awards, and during the years, we have seen many big players come and go. We have made friends and learnt so much, for which I am very grateful. But we are also entrepreneurs, and no concept lasts forever. Two decades is a long time, during which PREMIUM has absolutely outperformed against all odds.“
Jörg Arntz: „Our flexibility and creativity allow us to react dynamically to changes and always offer innovative solutions. Together, we strive to continue to set standards in our industry while having a positive impact on the community. Our shareholder Clarion is the fourth largest trade fair and event organiser in the world and relies on the SEEK concept, which generated better results in direct comparison to PREMIUM last summer. The SEEK generation presents the future. With joined forces with our partners, we are ready to face the current challenges, and find solutions together, now and in the future.“
The entire industry has changed significantly in recent years and is still undergoing a transformation. It has become clear that large trade fairs are no longer in keeping with the times. Instead, boutique trade fairs and specialised events are trending. Events like SEEK enable a closer connection between exhibitors, visitors and the community, which is of great economic and social importance in today’s world.
SEEK, which has focussed on its core segment in recent years and serves the streetwear segment, will continue its mission with its loyal network. The platform has not only established itself for forward-thinking brands, but is also the proud organiser of the „Conscious Club“, the largest hub on the topic of sustainability in the industry. Here, visitors and exhibitors will not only find the most important trends and ideas in the field of sustainability, but also the most exciting new collections from the pioneers who are responsible for the positive changes.
With a clear focus on product quality, community building and strong values such as honesty, creativity, and resilience, SEEK is able to meet the needs of its target audience. So far, the feedback from the committed brands has been consistently positive. The SEEK team is pleased to be able to continue to rely on this commitment and build on it. Around 200 brands are expected again in January.
Berlin will continue to be a place where new trends are set, creative collaborations are formed, and business is done.
Although the decision to close PREMIUM is the end of an era, it does not mean the end for the fashion world, but rather opens new doors and enables new opportunities. SEEK is ready to shape this change with like-minded partners and continue to make a significant contribution to the development of the industry.
The management and the PREMIUM team would like to thank all exhibitors, visitors, partners, and colleagues for their many years of support and trust. PREMIUM has left a lasting impression on the industry and will certainly remain a vivid memory for some of you.
