Berlin — IMG is saying good-bye to its Berlin runway tent and hello to the historic Kaufhaus Jandorf for the upcoming round of fall 2017 shows during Mercedes-Benz Fashion Week Berlin, which runs January 17-20, 2017.
The naming of the new venue signals the end of a recurring game of “musical tents” in which IMG has been forced to relocate the Berlin show tent at Brandenburg Gate every two years in summer due to the fan miles for the European or World soccer championships on neighboring Unter den Linden.
The five-floor department store building on Brunnenstrasse in Berlin Mitte was built by businessman Adolf Jandorf in 1904. In 1927, it was taken over by the Hermann Tietz department store group which operated the site until 1945. It later became the “House of Fashion” of the GDR, but then remained empty until recent years, when the first two floors and courtyard, with a total of about 25,850 square feet, were made available for temporary exhibits and art projects. The building is not renovated, with the raw, pock-marked walls and hanging electrical wire charm that characterizes many of Berlin’s trade show and event sites.
“IMG aims to inspire, showcase and unite fashion’s key creators while highlighting the unique elements of the cities that host our global fashion events,” said Catherine Bennett, senior vice-president and managing director, IMG Fashion Events & Properties.
“Kaufhaus Jandorf’s historic architecture perfectly reflects Berlin’s urban environment, and we are excited to be working in this new space.” She further noted that Mercedes-Benz Fashion Week Berlin will be the first weeklong fashion event in the location. While further details were not released at this time, she suggested that the new setup will create “new opportunities for designers to best present their creative visions.”
Further information on the new venue, participating designers, events and presentations of MBFWB will be released in the coming weeks, IMG said.