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Models on high heels in Wedding

08/07/16

The Mercedes-Benz Fashion Week Berlin presented collections in the ice stadium / Losberger shone with temporary space solutions

 

For the second time since 2014, the Mercedes-Benz Fashion Week Berlin had to move from the Brandenburger Tor to the Erika-Heß ice stadium. The reason was the fan mile for the European Football Championship on the "Straße des 17. Juni".

 

Instead, from June 29 to July 1, the 50-year-old ice rink in the Wedding district was turned into a catwalk for the models. Here, and in the adjacent "Me Collectors Room", the designers were able to present their collections for the spring and summer of 2017.

 

As a result, this time the classic runway show area with its catwalk and backstage area was set up directly in the hall. However, the foyer in the tent was an additional highlight. The Losberger team from the Berlin subsidiary erected the actual reception hall for the event directly next to the stadium. In addition to the presentation by Mercedes-Benz, the main sponsor, the around 1,000 square metre structure was a place for the visitors to stay and communicate during the breaks in the show. A generously-sized accreditation tent was set up as the main entrance to the entire building complex. 


Both tent constructions were linked to the ice stadium by an elegant, covered walkway. This meant that the "after show" receptions with drinks and snacks and the fashion discussions held by the various fashion labels took place away from the atmosphere of the catwalk, yet also in a temporary fashion lobby, and therefore in Losberger tent halls.

 

The tent renters reacted to the move in a flexible way. As Andre Berger, in charge of Losberger's subsidiary in Berlin, explained: "The search for a replacement location as an optimal solution, and the ultimate decision taken to return to Wedding, is something that we supported by acting as partners. Certainly, the advantage provided by a 3,000 square metre two-storey tent means having everything under one roof. However, together with our customer IMG Fashion, the most sensible and best possible solution was achieved at the ice stadium, and a location was created in which existing building structures were expanded by the use of our tents in order to meet the requirements, which resulted in a single unit."

 

Losberger is now looking forward to the fashion for the coming year, and is already eager to be involved in the next Mercedes-Benz Fashion Week Berlin to be held in January 2017.

 

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