BERLIN — IMG is bringing its consumer-facing retail concept, The Shop, to Mercedes-Benz Fashion Week Berlin in January.

Originally launched at IMG’s MADE event in Los Angeles and then expanded to New York Fashion Week and other markets, The Shop will be located in the lobby of the new major Berlin runway venue Warenhaus Jansdorf,  January 17-20, 2016.  There, consumers will be able to view and immediately purchase in-season merchandise from a revolving series of a total of 14 German designer brands, seven collections housed in the completely furnished sales areas each day.

The participating designer labels are Atelier About, Barre Noire, Hien Le, Holy Ghost, Ivanman, Malaikaraiss, Michael Sontag, Perret Schaad, Philomena Zanetti, Riani, Steinrohner, Strenesse, Vektor and Vladimir Karaleev.

“As IMG continues to evolve Mercedes-Benz-Fashion Week Berlin, we saw an opportunity to extend The Shop concept in this market to support the strong local talent looking for unique ways to reach their fans,” said Catherine Bennett, senior vice-president and managing director of IMG Fashion Events and Properties.

“Now more than ever,” she continued, “designers and partners need a multi-platform offering that allows them to interact with both the industry and the consumer in a fresh way.”

In another consumer tie-in, the public will have access to the lobby of Warenhaus Jansdorf during Fashion Week, where they will be able to watch the runway shows via live-stream.