The Tents@Project is coming to New York.
This story first appeared in the April 10, 2014 issue of WWD. Subscribe Today.
The trade show operator will add its elevated offering of men’s designer and luxury brands to the July edition of its show, slated for July 20 to 22. In addition, Project will switch its location and join MRket and Agenda at the Jacob K. Javits Convention Center this summer. For the past three seasons, the show has been held at Piers 92 or 94.
“It’s all about making it more fluid for the retailer,” said Project president Tommy Fazio, adding that “there are better facilities and services at the Javits.”
MRket will run from July 20 to 22, while Agenda and Capsule will run July 21 and 22. Capsule will continue to show at Basketball City. Liberty Fairs will be held from July 21 to 23, but has not yet revealed a site.
As reported, Liberty, MRket, Capsule and Agenda have partnered together under the mantle of Modern Assembly.
Fazio said that while Project is not collaborating with the other shows, the relocation is designed to make it easier for merchants in town to shop the different venues.
Fazio also said The Tents, which has been a successful part of the Las Vegas edition of the show since its introduction three seasons ago, will be adjacent to the regular Project show in New York and will sport a similar design aesthetic as the West Coast counterpart. “It’ll have a similar look and feel and will be light, bright and airy,” Fazio said. Among the brands that have shown at The Tents in Vegas are Todd Snyder, Tiger of Sweden, Stone Island and Shipley & Halmos.
Fazio said the response from potential exhibitors has been strong. “They don’t really think there’s a venue for elevated brands,” he said.
That opened the recurring topic of the creation of a separate Men’s Fashion Week in New York that would potentially be timed to coincide with the trade shows. Fazio deferred to the Council of Fashion Designers of America, saying chief executive officer Steven Kolb is “in big talks to make it happen.”
Kolb in turn responded: “The idea is still very much alive. If and when and what season depends on our ability to attract a corporate partner. The interest from the industry and the structure is in place. We just need the funding, which we continue to explore.”