Panorama Berlin adding new “trend laboratory” space

Berlin trade show Panorama is extending its summer edition in July to include a new “trend laboratory” space to give exhibitors a “customised presentation platform”.

The new area, called Nova, will add an additional 64,600 square foot of space, which will be located on the first floor next to contemporary streetwear space Urban Up, which launched last season that is also being extended by 24,700 square foot to 67,700 square foot.

Panorama is describing Nova as a space where heritage brands and authentic products can introduce their “pioneering” new collections and innovative lifestyle products, while adding that the new area will expand the trade show’s portfolio to include beauty and wellness, art and music, as well as technology and information to feature a “complete lifestyle world and image of modern life”.

“Nova has opened up new possibilities to give certain exhibitors a customised presentation platform. Nova focuses on the product and shows visitors how they can emotionalize their assortment,” explains Jörg Wichmann, CEO Panorama Berlin. “We create a space that is equal to a trend lab and that is always on the pulse of time. Nova allows us to present relevant (also non-textile) new products outside the collection context and the big brand performance.”

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