Founding of the PREMIUM Exhibitions GmbH company.
JANUARY 2003 – PREMIUM’s PREMIERE
The first-ever PREMIUM fashion trade show is held in the one-of-a-kind setting of an U3 underground tunnel beneath Potsdamer Platz in the heart of Berlin, featuring 70 international exhibitors and welcoming 3,500 visitors. The revolutionary concept, the unconventional location, and the ripe creative potential of the city, combined with the visionary spirit of the PREMIUM founders, make PREMIUM a unique new player on the trade show scene. What sets PREMIUM apart form other trade shows: All the various segments of the industry, which up to that point had always been exhibited separately at branch-specific trade fairs, are united and presented together, early on at the start of the season. Combined under one roof are womenswear, menswear, contemporary fashion, denims, progressive sportswear, and even accessories and shoes. Clear demarcation of space and consistent design of stands placed the collections front and center and increased visibility of the product, as well as ensuring all brands received equal attention. In this way, PREMIUM set new standards and changed the international trade show scene for good.
JULY 2003 – PREMIUM
The second PREMIUM, featuring 160 exhibitors and enthusiastically attended by 6,000 buyers and members of the press, is selected as the best new fashion and lifestyle order platform. In its second season PREMIUM again presents a unique, high-caliber mix of brands on its roster, including Bernhard Willhelm, Talbot Runhof, Betsey Johnson, Giorgio Brato, Roberto Collina, Stephan Schneider, Dirk Schönberger, Fred Perry, Duffer of St George, Pringel of Scotland, HTC Hollywood Trading Company, Vintage 55, Lala Berlin, John Richmond, Firma, 81 hours, Serfontaine, Buddhist Punk, Filippa K, Day Birger et Mikkelsen, and many others. As the first trade show PREMIUM presents an elite selection of denim brands, primarily coming out of California, which have come to be referred to in the industry as “premium denim” – with labels such as 7 for all mankind, Blue Blood, American Retro, Joe’ s Jeans, Evisu, etc.
JANUARY 2004 – PREMIUM+
The makers of PREMIUM add another unique, new platform to the portfolio with the establishment of PREMIUM+. Dedicated exclusively to international top designers, the premiere edition of this new platform features 50 brands. The first PREMIUM+ is held in a tent painstakingly erected on the former Wertheim property near Leipziger Platz, and along with the 160 international brands exhibiting in the nearby Tunnel, the January 2004 PREMIUM brings together a combined 210 brands for a total of 8,000 visitors.
JULY 2004 – SALON BERLIN
In order to keep up with the enormous demand for high-quality fashion exhibition space in the city, Premium Exhibitions GmbH creates yet another influential exhibition platform with SALON BERLIN, focusing on upscale womenswear. The first SALON is held in an office building on Leipziger Strasse, in direct proximity to the Tunnel and the PREMIUM+ tent. Together, PREMIUM, PREMIUM+, and SALON BERLIN feature 380 international collections and attract a total of 11,000 visitors.
JANUARY 2005 – PREMIUM YOUNG DESIGNERS AWARD
By now well established as high-caliber fashion and lifestyle trade platforms, PREMIUM, PREMIUM+, and SALON BERLIN feature 440 collections in January 2005 with a total of 15,000 trade show visitors. In order to further support creative new talent in the industry, PREMIUM creates the PREMIUM YOUNG DESIGNERS AWARD to recognize gifted young designers in the categories of womenswear, menswear, and accessories.
JULY 2005 – PREMIUM ORDER DUESSELDORF
PREMIUM, SALON BERLIN, and a brand new segment, PREMIUMFIRE, are staged in a new location at Gleisdreieck, STATION-Berlin, while PREMIUM+ takes over the legendary Tunnel. This season’s total: 480 collections; 12,500 international visitors and buyers. In keeping with the vision for Berlin’s fashion future, Anita Tillmann meets with IMG in New York with the proposal to create a Berlin Fashion Week, and in doing so, becomes strategic advisors for IMG’s future activities in Berlin. PREMIUM expands further with PREMIUM ORDER DUESSELDORF.
SEPTEMBER 2005 (2.9.2005) – F95 THE FASHION STORE
F95 The Fashion Store opens its doors for the first time at Frankfurter Allee 95 in Friedrichshain. Its 360 m2 interior is stocked with a representative selection of limited editions, international designer collections, premium denim, shoes, accessories, select perfumes, magazines, books, and CDs. The store is devised as a stage for presenting the PREMIUM concept, providing a platform for both newcomers and established names. Shoes share floor space with denim, avant-garde with jewelry, and progressive sportswear with books.
JANUARY 2006 – PREMIUM SHOWROOM, BERLIN FASHION WEEK MAGAZINE
PREMIUM presents 620 designers labels, denim collections, and progressive streetwear brands at STATION-Berlin, and the legendary tunnel becomes the PREMIUM SHOWROOM. The total this time around: 17,000 visitors. PREMIUM publishes the first edition of the Berlin Fashion Week Magazine, a newspaper-style publication that keeps trade show visitors up to date on all events, shows, and fashion news. PREMIUM once again widens its reach outside Berlin, this time with PREMIUM ORDER MUNICH.
JULY 2006 – PREMIUM SYMPOSIUM
PREMIUM presents more than 600 international collections und brings in 15,000 visitors. The launch of the PREMIUM SYMPOSIUM is declared a great success and will continue to be staged in following seasons, addressing the most current topics in the industry.
JANUARY 2007 – RED MOSCOW
PREMIUM features 700 collections, amongst them 80 brands from Scandinavia and 100 first-time PREMIUM exhibitors, with a total of 15,647 visitors. The debut of the new RED CARPET LOOKS & STARSTYLING area is a big success, and will continue to be expanded in following seasons. PREMIUM conquers Russia in expanding again with RED MOSCOW.
JULY 2007 – GREEN AREA, MERCEDES-BENZ FASHION WEEK BERLIN
PREMIUM exhibits 800 collections and counts a total of 13,822 visitors. Mercedes-Benz Fashion Week Berlin makes its premiere at the Brandenburg Gate. The successful RED CARPET LOOKS & STARSTYLING area returns in an expanded version. A new “Green Area” features labels with a focus on ecological and ethically sound production methods. After two years of strategic consulting from Anita Tillmann, IMG stages the first-ever Mercedes-Benz Fashion Week in a tent at the Brandenburg Gate, presenting both major German labels and newcomers. The vision of Berlin as a fashion capital is one major step closer to becoming a reality.
DECEMBER 2007 – TAKING OWNERSHIP OF THE STATION-BERLIN
From tenant to landlord: the PREMIUM founders purchase the STATION-Berlin property. Following the purchase, the buildings undergo extensive renovation work for several years as well as ongoing enhancements. STATION-Berlin provides PREMIUM a permanent, new home and continues to develop in following years as one of the most exclusive rental spaces in the city center.
PREMIUM presents 850 collections and attracts 16,354 visitors. The “Green Area” is expanded and finds favor amongst both industry players and members of the press.
JULY 2008 – GROWTH
PREMIUM grows ever greater, featuring a total of 880 collections and bringing in 15,273 visitors.
JANUARY 2009 – SEEK LAUNCH
PREMIUM features 900 collections and racks up 16,837 visitors. The SEEK trade show is held for the first time on the first floor of STATION-Berlin.
PREMIUM presents 900 collections with a total of 31,672 visitors. SEEK expands to occupy the entire first floor of STATION-Berlin and continues to enjoy growing popularity.
JANUARY 2010 – SEEK GROWS
PREMIUM once more exhibits 900 collections and attracts 41,807 visitors. Having established itself with growing numbers of exhibitors and visitors as an event that can stand on its own two feet, SEEK moves out of the first floor and into its own space on the STATION-Berlin premises.
MARCH 2010 – BERLINER FAHRRAD SCHAU
Inspired by the “Green Area” and society’s increasing awareness of issues of sustainability, the first BERLINER FAHRRAD SCHAU is held, featuring top international brands of bicycles and cycling products. Adhering to the PREMIUM exhibition concept, sports bicycles, city bicycles, electric bicycles, and everything in between are brought together under one roof, as well as bike parts and cycling fashions.
JULY 2010 – PREMIUM WINDOW DRESSER AWARD
PREMIUM presents 950 collections to a total of 46,712 visitors, and SEEK continues to grow steadily. For the first time ever, PREMIUM holds the PREMIUM WINDOW DRESSER AWARD contest, with the goal of fostering creativity in the retail market. In a typically Tillmann move, the unique contest is made open to all, whether a trained decorator, graphic designer, fashion designer, or even an artist. Three finalists are selected from amongst the entrants and given the chance to show off their stuff, with each decorating one window at F95 The Fashion Store. After a public vote, one winner is awarded the (paid!) job of decorating the windows at F95 The Fashion Store for Fashion Week. A chance for all aspiring creatives to get their big break.
OCTOBER 2010 – ORDER OF MERIT
In recognition of their outstanding service to the city of Berlin, Anita Tillmann is awarded the Berlin Order of Merit by mayor Klaus Wowereit.
JANUARY 2011 – YOUNG DESIGNERS GO PUBLIC
PREMIUM features about 1,000 collections und brings in 59,117 visitors. For the first time the winners of the PREMIUM YOUNG DESIGNERS AWARD are presented to the public in the windows of Galeries Lafayette on Französische Strasse 23.
JULY 2011 – CONCEPT PANORAMA, PREMIUM MAGAZINE
PREMIUM presents about 900 brands and more than 1,400 collections and counts over 60,000 visits. The PREMIUM MAGAZINE is published for the first time as an information source and organizational tool for buyers at both regional location Duesseldorf and Munich. Anita Tillmann formally takes on advisory duties for Panorama, a trade show focused on strong-selling, midrange labels, and develop the concept together with Jörg Wichmann, making into reality the long-standing dream of establishing Berlin as a major fashion metropolis. Due to the consultancy by the PREMIUM founders another revolutionary idea has come to fruition. The WINDOW DRESSER AWARD contest is launched for a second time and enjoys plenty of attention from the industry and the press.
OCTOBER 2011 – F95 MOVES TO STATION-BERLIN
After six successful years, F95 THE FASHION STORE changes locations, joining PREMIUM at the STATION-Berlin premises. The winner of the PREMIUM WINDOW DRESSER AWARD is chosen, French artist Ewen Gur, already popular in his home country for his comic art.
JANUARY 2012 – RECORD SEASON, SHOWCASE, SEEK MOVES
PREMIUM wraps up a record season, with more than 1,300 collections exhibited, visitor numbers 10% higher than the previous season, and a growing number of international visitors. PREMIUM continues to prove its knack for innovation and the strengths of its strict seasonal curation, with new collections making up 25% of all exhibitors. The halls of STATION-Berlin continue to undergo renovations. Two particular highlights are the expansion of Hall 7, including a new roof, and the construction of an impressive glass front for Hall 3. The 15th PREMIUM YOUNG DESIGNERS AWARD is presented to Blame, Lamperia, and Rita in Palma and in a collaboration with MCM Signature Backpacks that creates a stir in the industry, the winners are presented with backpacks from Michael Michalsky himself to which they will add their own creative designers’ touch. The PREMIUM Showcase, located in the shop windows of Galeries Lafayette, is arranged by PREMIUM WINDOW DRESSER AWARD winner Ewen Gur. Displayed are the collections of the PREMIUM Young Designers Spring/Summer 2012 season, and for the first time, these winners are introduced to press and public in an official ceremony. F95 The Fashion Store makes its debut as a venue for numerous events and presentations, giving consumers the opportunity to experience the excitement of Fashion Week while PREMIUM remains accessible only to industry insiders.
JULY 2012 – ONWARDS AND UPWARDS
PREMIUM takes it yet another notch higher: With a visitor increase of 8%, last season’s record is surpassed. More than 1,400 collections are presented at STATION-Berlin, an amount that can only be accommodated by further expansion of the facilities. Hall 5 gains a new terrace that functions as a lounge area, behind Hall 7 is a new restaurant, and Hall 2 becomes the “Jewels” hall, leaving Hall 4 dedicated to shoes and handbags. The new “7th Heaven” hall is reserved for avant-garde collections. F95 The Fashion Store is once again a meeting point for fashion fans, hosting events that feature select PREMIUM brands. Naturally, the boutique is also a shopping paradise for both consumers and trade show visitors, who can use the space to wind down after a long day of exhibition business.
OCTOBER 2012 – F95 THE FASHION STORE
F95 The Fashion Store marks the one-year anniversary of moving to the STATION-Berlin location.
JANUARY 2013 – 10TH ANNIVERSARY
In January 2013, PREMIUM will celebrate its 10-year anniversary – an occasion to not only shine the spotlight on the achievements of the trade show, but also to take stock of 10 years of successful fashion business in Berlin. We warmly welcome you to join us in commemorating this special occasion in honor of both Berlin and PREMIUM.
..to be continued.