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We were briefed to design and create Superdry's largest ever stand for their appearance at the Bread and Butter show in Berlin, the world's foremost tradeshow for street and urbanwear.
Given the space in which the tradeshow takes place – Berlin's Templehof Airport – the goal was clear. We needed to create a stand that had an atmosphere of height and space which is unmistakably Superdry and that would attract key buyers.
Our events team went to work on creating a stand design that showcased Superdry's collections within an impactful, memorable and branded environment.
The resulting 400 square metre stand incorporated a classic Americana influence with garage-style concrete fascias and rusted-steel billboards and girders. These combined with the thick reclaimed timber wall cladding, iron mesh and heavy-duty steel fixtures that gave an overall industrial feel, but with a premium richness.
This imposing external structure also managed to re-create itself as an independent retail structure, with a real presence and sense of solidity.
Key buyers were impressed with the scale of the stand and were, once again, attracted to Superdry's brand of fashion.
Here's what James Holder, Director for Superdry had to say:
"Your guys were fantastic. Nothing's ever too much trouble. We're knocked out with the stand, which is a huge step forward for Superdry."