By  on May 17, 2007

Bread & Butter will concentrate on its larger Barcelona show and forgo the Berlin edition of its denim and contemporary streetwear trade show in July.

"The shows in Berlin and Barcelona were like two horses that we sent into a race and Barcelona won," said Karl-Heinz Müller, managing director at Bread & Butter.

Last season's event at the former power station in Berlin, known as BBB Kraftwerk, will not be repeated. Although Kraftwerk cost Bread & Butter an estimated 1.2 million euros, or $1.6 million, Müller did not regret staging the event.

"We all really enjoyed Kraftwerk and it was a good investment for our image because it showed how creative we can be. So we don't regard it as money wasted," he said, adding, however, that hosting another show in Kraftwerk was not financially viable.

Bread & Butter Barcelona will be held from July 4 to 6. Although the number of exhibitors has not been confirmed, Müller predicted an increase of 10 percent from last season and expects a further increase on the January record of 82,837 visitors. The Superior Area will be expanded, with new exhibitors, including Filippa K, Kors by Michael Kors and Justin Timberlake's William Rast label.

The organizers also will unveil the Studio concept that will showcase 40 new or relatively unknown international talents. Bread & Butter is planning additional projects to be held on the grounds next to the Palacio Nacional. Details will be announced July 5.

Müller presented the coming event at a press conference this month on a rooftop terrace overlooking Barcelona. Barcelona mayor Jordi Hereu, who also spoke, welcomed the decision and said the show brought in an estimated 80 million euros, or $108 million at current exchange, to the city every season.

"But more important, still, is the international boost the event gives Barcelona as a creative, innovative city," Hereu said in an interview. "Bread & Butter and Barcelona are a perfect match. It's like a marriage. Admittedly, though, a marriage you have to work at sometimes."

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