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Bread & Butter Back to Berlin

Denim show to return to German capital

BERLIN — Bread & Butter confirmed Wednesday its move back to Berlin from Barcelona.

This story first appeared in the January 29, 2009 issue of WWD.  Subscribe Today.

The trade fair, which moved to the Spanish city in July 2005, will hold its next edition July 1 to 3 at the former Tempelhof airport in the center of the German capital. The show will be at least as big as last week’s event in Barcelona, which attracted around 80,000 visitors, with more than 800 exhibitors expected.

“Berlin as a young, interesting, dynamic city is right for us, but it was crucial to find the right venue,” said Bread & Butter’s chief executive officer Karl-Heinz Müller. The main reason the fair left Berlin in the first place was that it outgrew its previous venue, the Siemens Kabelwerk, on the western edge of Berlin.

The announcement is seen as a boon to Berlin’s growing importance as a fashion center, even if the German capital’s other fashion week events are planned to run two weeks later. “This fair is designed to be a kickoff event for the whole sector, so it was crucial to get as early a date as possible,” said Müller, who added he would be talking to the organizers of IMG Fashion Week and Premium about shifting their event earlier. Organizers of Premium, which has scheduled its summer show for July 17 to 19, were not available for comment.

Bread & Butter signed a 10-year contract with Tempelhof airport, which saw its last flights take off in October. Opened in 1923, Tempelhof was one of the world’s oldest airports, and was the site of the Berlin airlift in 1948, which provided a lifeline for West Berlin for almost a year.

The main exhibition area will be in the 645,000-square-foot hangars, but Bread & Butter intends to make use of most of the airport’s facilities: the check-in desks will be used to welcome guests, the departure gates converted to stands and the runway used for outdoor summer events.