PROGRAMME

Sublime: Modefabriek’s new platform

At the 32nd Modefabriek, on 22 and 23 January2012 in the Amsterdam RAI, visitors and exhibitors can get acquainted with the latest brand exhibition platform, Sublime. Although a pilot, this impressive, innovative platform for top brands in all sectors – even those outside the fashion industry – once again shows Modefabriek as a pioneer. The first Sublime promises unique brand experiences for Mercedes-Benz, Miele, Persol, Hugo Boss and Boss Bottled from Procter & Gamble.

The idea for Sublime has been under development at Modefabriek for the past two years already. The only dedicated fashion trade fair in theNetherlands, Modefabriek has been successfully working towards this position of indispensability in theBenelux, at a wider European level and even further afield, for the last 16 years. But globalisation has also been having an increasing impact on the fashion industry. Brands, shops and trade-fairs like Modefabriek are having to differentiate themselves more than ever before. And certainly now that the economic crisis is biting worldwide and the Internet is exerting an irreversible influence on the industry. In short, the market is in the throes of transition and the fashion market – which essentially has always relied on innovation – is the perfect context for experimenting with new models.

Sublime is one such new model. It experiments with cross-sector brand manifestations in an environment of cross-over target groups. The brands that have joined Modefabriek on this exciting venture are interested in trade-fair visitors and exhibitors alike, as well as in the media and the creative sector that gather here and, last but not least, in each other. Sublime not only presents these brands in a unique way, based on the traditional sender to receiver path, but the concept also makes it possible to meet each other. In this way, Modefabriek wants to blur dividing lines and connect people and visions. There is nothing to buy; in fact these live 3D advertisements barely deal with concrete products. Sublime investigates the future of a market in which imagination, emotion, inspiration, innovation, quality and identity come together.

 Mercedes-Benz, Miele, Persol, Hugo Boss and Boss Bottled from Procter & Gamble are a perfect mix of brands for this debut. Each of them is a high-quality brand with which Modefabriek has built up an excellent relationship and that dares to assume a pioneering role at this level. For each of them, Modefabriek has developed and produced an artistic multidisciplinary presentation concept – featuring monumental interactive installations with video mapping and live performance – and presents this in a large moving exhibition area that ends in a meeting-place. Every visitor will want to experience this innovative presentation. Modefabriek hopes that it will lead to a free exchange of inspiration and ideas.

VIEWS
BLOG >>