Words by MPDClick’s Trade Fair Editor.
Following the amalgamation of Danish trade fairs, CPH Vision and Terminal-2, the very first edition of VISION in Copenhagen sought to gain a reputation as the most dynamic and engaging fashion experience in Scandinavia with great results.
Peter Finger Sichuan, CEO at VISION says; “The positive reception of the VISION concept and the merger of the two fairs proved to be necessary and the right decision taking in perspective of this nice result. This is a step in the right direction for Copenhagen Fashion Week, but we still have a lot of work. The infrastructure in the city needs to work and this will be of main focus until solved.”
Visitors to VISION were mainly from the Nordic countries – showing an increase of 28% compared to the total visitor number of the individual shows last year. Also, Nordic retailers are making a comeback as they represent 84% on the total attendance figures. Besides the rise in Nordic retailers, there was an interesting high increase in visitors from Japan, China, Finland and Russia and also key buyers from Matches, Muotikuu, Selfridges, Asos, Square and Question Air.
VISION is a concept carefully defined within six areas, making the visitor experience as logical and memorable as possible, the result was exhibitors reporting of great trade, increased optimism and new business.
VISION also hosted a debut catwalk show on site as a special treat for visitors, giving new exhibitors an extra opportunity to showcase their collections to buyers and the press. The Designers’ Nest Show & Award along with two design schools; Design School Kolding and The Royal Danish Academy of Design also showcased new talent on the runway.
Further encouraging emerging talent, new brands to the show were scouted in the run-up to the show to present thier collections for the first time in Copenhagen. Selected brands included Noa Noa, Max.tan, Vera Moda Very, Insideout, Berenik, Maria Zabel, Minus, and Flora Danica Bags.
With an extended repertoire of cutting-edge brands, VISION’s size has gone on to attract endorsement from equally large external sources; the MAC Cosmetics lounge being testiment to this, whilst cementing VISION’s status in the broader fashion community.
Improvements didn’t stop at this season’s showcase either; the VISION team are also working on making the fair increasingly environmentally friendly with each season. Electric cars and rickshaws around the show represent the fairs unique shuttle service, whilst other initiatives include paper reduction through the promotion of smart phone tickets.
Located in the former Terminal-2 trade show venue, Lokomotivværkstedet, VISION is housed within an early 20th century red brick train hanger. With green areas surrounding this historic building, the garden provided a great oasis for both visitors and exhibitors to relax. Already being a fashion-favourite location, adored by buyers and press it presents the perfect backdrop for browsing spring/summer 13′s contemporary collections.
Here at MPDClick we can’t wait to see what’s in store at the second edition of VISION!
Click here to visit VISION’s official website. Subscribers can see full coverage of the show in MPDClick’s Trade Fair area.
Image source: VISION website, MPDClick
-E.B
