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WWD Berlin Preview issue 06/28/2010

The conflict in recent years between New York Fashion Week and the Super Bowl has been well documented in these pages, and now the Germans are dealing with a similar situation. During Berlin Fashion Week, all eyes are usually on the catwalk, but this year there’s some series competition afoot from soccer’s World Cup championship — arguably the biggest sporting event on the planet. The semifinals, third-place match and final games are running in tandem with many fashion week events, but sports-loving fashionistas should have a chance to balance the best of both worlds. Here are a few places where the beautiful people can catch the beautiful game.

This story first appeared in the June 28, 2010 issue of WWD. Subscribe Today.

Bread & Butter: The trade show at the former Tempelhof airport is even calling itself “Premier League” this year. The semifinals fall on B&B’s opening eve and first day, and in their honor, a football-stadium-style grandstand for 3,000 will be built on the old airstrip, complete with a 650-squarefoot screen, and, of course, beer. Seat reservations may be booked in advance. The aptly named German band Sportfreunde Stiller will kick off the event with an unplugged concert.
Airport Berlin-Tempelhof, 5 Platz der Luftbrücke, 12101 Berlin; +49-30-200-0370; breadandbutter.com

 

Fan Mile: Right down the street from the MBFWB tent on Bebelplatz is the epicenter of football frenzy in Berlin — the Fan Mile. Music, food and drink will add spice to the main event, watched in the company of thousands of your closest friends.
Strasse der 17 Juni; +49-30-4438-0050; fanmeile.de

Haus der Kulturen der Welt: Berlin’s House of World Cultures hosts a “Cup of Cultures” event that turns the arts center into an “African football center.” All games will be screened, and expert discussions on global football, storytelling, music and soccer games on the grass will be on offer. 10 John-Foster-Dulles-Allee, 10557 Berlin; +49-30-3978-7175; hkw.de

 

WM Beach Arena: There’s no seaside in Berlin, but there’s no lack of sand bars. One of them, Beach at the Box, promises a perfect view of the games from every seat beside the river Spree on a 215-square-foot screen. Wannabe VIPs in groups of more than five can reserve a spot in the “Premium Section” on the bar’s terrace.
21-23 Englische Strasse, 10587 Berlin-Tiergarten; +49-30-2504-1515; wm-beacharena.de

Arena Club: Arena Berlin occupies a cluster of large brick industrial buildings along the Spree just across the Treptow border, and is probably best known for the impressive Badeschiff swimming pool that floats on the river. Arena is hosting football screenings in conjunction with local radio station Motor FM. Giant screens are up in the nearby Fuhrpark and the street-side Garten der Entschleunigung. And if you get frustrated by your team’s performance, you can escape for a quick swim.
Motor WM 2010 in Arena Club, 4 Eichenstrasse, 12435 Berlin (Treptow); +49-30-533-2030; arena-berlin.de. Opening times vary.


5 elements Opening Party: Lingerie and football are an unlikely pair, but trade fair 5 elements is setting the mood with kick tables and screens at its grand-opening party on July 7, showing the World Cup’s second semifinal that night. Registration on 5 elements’ Web site is required. Seeterrasse at Palais am Funkturm (Charlottenburg); +49-28-2197-6213; 5elements-berlin.de. Open July 7 from 6 p.m.

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