The upcoming edition of the international menswear trade show Shift will debut a new pilot concept Shift Showrooms designed to offer brands a quieter, more private alternative to the main exhibition floor. Located within Muza, the same venue as the main fair, these enclosed spaces allow for scheduled sales meetings and order appointments, providing an atmosphere conducive to meaningful, result-driven conversations.

The fully equipped showrooms come in various sizes and include racks, tables, and chairs. Brands can book them in advance or invite retailers for drop-in meetings later in the day. A standout feature of the initiative is its accessibility: brands do not need to rent a booth on the trade floor to participate. This makes it particularly attractive to international labels looking for a cost-efficient and effective way to connect with buyers.

Shift organizers emphasize the initiative’s simplicity and focus. “Progress doesn’t always have to be radical,” they note. “Sometimes, it’s about creating calm spaces that foster genuine engagement.” The new format is being introduced in a pilot phase, allowing flexibility, experimentation, and feedback from participants. It is designed to accommodate both established names and emerging brands through a modular setup.

By offering an alternative environment tailored to professional, goal-oriented visitors, Shift showrooms aim to enhance the trade show experience. The concept reflects a growing demand for efficiency and personalization in the business of fashion, emphasizing connection over spectacle. The pilot launch could pave the way for a permanent addition to future editions of Shift.