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Vol.08  Issue 07/02, 01.07.2008

MBFWBERLIN Brings Fashion Back To Historic Garment Epicenter Of Berlin

AT BEBELPLATZ NEW FASHION TRENDS
FOR SPRING/SUMMER 2009 WILL BE SHOWCASED

From July 17 – 20, 2008 international and national fashion experts will gather at Mercedes-Benz Fashion Week Berlin to celebrate a time of renewal in the historic centre of Berlin’s fashion community. Less than a month away, the finishing touches are being put on the plans for the events venue at Bebelplatz which will be the historic backdrop for the Spring/Summer 2009 Collections.

In this notable district the German textile industry settled in the 19th Century, delivering luxury fashion items to local noblemen and high income Berliners. With the success they had in the local market, these companies began exporting to international countries such as Holland, England, Sweden, Switzerland and the USA. By the 1920's women's couture from Berlin had become wellknown across the globe, playing an important role in the international fashion world.

“We will connect to historic roots with Mercedes-Benz Fashion Week Berlin at Bebelplatz and we pursue cooperation with all partners to achieve a renaissance of the fashion centre” explains Harald Wolf, Senate for Economics, Technology and Women's Issues, Berlin. "Additional formats are currently on the drawing board. In July we will start the Showroom Mile at selected locations near Bebelplatz, where companies and galleries host exhibitions in an interdisciplinary interaction with fashion."

Mercedes-Benz Fashion Week Berlin is pleased to bring a portfolio of both National and International designers centre stage at Bebelplatz and continue the resurgence of fashion in the city. With over 20 shows, this season’s event will bring together world-class talent, production and media in one of the most significant settings and will continue solidifying Berlin’s role in the international fashion world. Designers at the Spring/Summer 2009 event include onsite shows by Basso & Brooke, Eastpak, Kai Kühne, Karen Ly, Karstadt New Generation Award (Blutsgeschwister, Boessert/Schorn, Esther Perbandt, Marcel Ostertag), Kilian Kerner, LAC ET MEL, M by Kostas Murkudis, pureBERLIN, Sisi Wasabi, Smeilinener, Strenesse Blue, Susanne Wiebe, Suzana Peric, Unrath & Strano, Vivienne Westwood Anglomania, Scherer González, Slavna Martinovic and University of Fine Arts Berlin. c.neeon, HEIRESS, HUGO, JOOP! Jeans, Lala Berlin, Michalsky and Penkov will complete the list with offsite shows under the auspices of Mercedes-Benz Fashion Week Berlin.

"Mercedes-Benz Fashion Week Berlin accomplishes the link of tradition and modernity thereby becoming a center of attention for both established top designers and emerging talent" says Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Cars. "Mercedes-Benz Fashion Week Berlin is well on the way to establish itself as an international top fashion event next to Paris, Milan and New York."

Upon arrival at the grand Berlin boulevard Unter den Linden the guests will be welcomed with an astonishing view of Bebelplatz, undoubtedly one the most beautiful historic squares in the German capitol. The red carpet will lead the way into the 3000sqm venue (facts and figures attached) with exceptional lounge areas, delicious catering and 700 seats to assure a perfect view of the newest collections for all the fashionistas.

"IMG has extensive experience with producing and executing fashion events around the world and Mercedes-Benz Fashion Week Berlin is a strong reflection of the high quality events people have come to expect from us" highlights Lynn Longendyke, Vice President IMG Fashion. "I am thrilled that we are able to stage our event with a historic backdrop such as this, providing national and international designers an absolutely perfect stage for showcasing their latest collections."

The Mercedes-Benz Fashion Week Berlin Spring/Summer 2009 is made possible by the following sponsors: Mercedes-Benz, DHL, American Express, CRYSTALLIZED^TM - Swarovski Elements, Freixenet, Karstadt, Maybelline Jade and Veltins and will again be endorsed by the Senate for Economics, Technology and Women’s Issues, Berlin.

Facts & Figures Mercedes-Benz Fashion Week Berlin Spring/Summer 2009
- Size of temporary structure: 100 x 30m, moulded depth 4m, apex 9m, 3000sqm indoor space (equals 12 tennis courts), 6000sqm including the outer structure (outdoor cafe, technology, storage)
- 2500sqm of carpet
- Cooling capacity of 1.5 megawatts
- Power requirement for the event: 1.5 megawatts (to avoid generators, we will supply the venue with current from a power plug 200m away from Bebelplatz
- To ensure security during building of the structure 500m fencing will be erected
- The catwalk will be 28m long, 2.8m wide
- To light the catwalk there will be 180 conventional light and 22 moving lights (power requirement: 150kW; the lobby will be equipped with another 100 spotlights)
- 704 people can be seated during each runway show; with 20 onsite shows we will host more than 14,000 guests inside our venue
- Man hours: 600 man hours of labour when building the temporary structure; 400 man hours air conditioning; 1200 man hours for technology; 2000 man hours for interior design; 5000 man hours staff for backstage, accreditation, catering and other service
- On main days during construction there will be 100 people working onsite simultaneously
- More than 6km of cable will be laid (14 times the height of the Empire State Building)
- Number of guests: more than 800 guest per show, composed of media, fashion industry experts and VIPs (over 10.000 people will attend the event)
- Number of Make-Up Artists: 8
- Number of Hairstylists: 12
- Number of outfits shown during Mercedes-Benz Fashion Week Berlin: more than 700
- Number of designers: 28

Further information about MBFWB :
MBFWB SPRING/SUMMER 2009
MBFWBERLIN Presents More Shows Against A Historical Backdrop
Showroom-Meile zur Berlin Fashion Week 2008

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