Events

SEEK launches new concept in response to new market needs

Oct 30, 2024 Germany

The streetwear-focused SEEK exhibition has announced a new solution-focused and adaptable concept in response to new market needs. The next edition will take place throughout January 2025

“It’s not the right time for a one-size-fits-all approach. The needs, strategies, objectives and timelines of our exhibitors and visitors are more diverse than ever before. Two set-in-stone days and one big location hosting them all are just not the Zeitgeist any more”, said Elli Moreno from SEEK, as “brands and agencies get together and create smaller, more intimate showroom concept” and “classic calendars as well as designs of men- and womenswear become blurred”.

For one month, from the beginning of January to early February 2025, the born and bred Berlin SEEK trade will take place at a new 5-floor location on Oranienstrasse, becoming a home to brands, showrooms, agencies, the Conscious Club, marketing-driven events and showcases as well as the return of the infamous Designer Sale. The new location is expected to represent the uniqueness of Berlin as a “melting pot of cultures” and to continue to be an inspiration for established and influential fashion houses.

This is a complete change from the usual two-day event. Given the increasing diversity of markets and exhibitors’ needs, the organisation aims to provide a temporal and physical space that allows for concentrated and coherent brand scenarios, individually bookable periods and customised conditions for different needs and objectives. More than a traditional organiser, SEEK will act as a landlord, a communicator, a consultant and, above all, a host.

It's important to note that “the new concept is consciously taking a step back from the traditional trade show calendar and fashion week schedule”. SEEK will begin in early January 2025, before the first European trade show takes place, and end with Berlin Fashion Week in early February, to the advantage of exhibitors who will have a long time to adapt to their specific objectives.

“With the new concept, we’re acting on and expressing what everyone’s thinking! The timelines, fashion weeks as well as trade shows and events in Europe are more and more overlapping. We have to stop thinking in black and white, outdated calendars and segments, and dictating when brands and agencies have to write orders and close the books”, commented Marie-Luise Ahlers from SEEK. “Flexibility, independence, the very honest, loyal relationships with our exhibitors and visitors and down-to-earthiness are our absolute USPs, which we will now benefit from”, she concluded.

Image Credits: nuberlin.com

Germany Events Fashion Trade fairs