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Premium Group announces new trade show formats


For the first physical Frankfurt Fashion Week in January 2022, Premium Group has announced a new B2C format known as The Group for the show. It has also announced upgraded versions for its Premium and Seek trade show formats.

Premium and Seek, which will take place from January 18 to 20, are to be given a new look in Frankfurt: with more space, new areas and shorter distances, the organizers want to give visitors a "completely new trade fair experience."

The new format of the show known as The Ground is intended as a fashion festival aimed at young end consumers. Responsible for the event concept, alongside Premium bosses Anita Tillmann and JörgArntz or the Premium Group team, is B2C expert Kai Zollhöfer, who was also responsible for the concept of the Bread & Butter by Zalando public event.

The 3-day event, from January 18-20, 2022 is designed to give brands the opportunity to exhibit purpose-driven stories and products, interactively. In addition to the thematic focus on fashion, brands from the fields of wellbeing, beauty, mobility and technology will also present innovative products and solutions.