Fashion in Berlin The Place to Be CONTENTS 1 Strategic Location 2–5 Fashion City Berlin 6–8 Big Names – Young Talents 9 Service Providers and Suppliers 10–11 Fashion Fairs, Events and Markets 12–13 Glamour Metropolis Berlin 14–15 Fresh Faces 16–17 Locations 18–19 Networks 20 Funding, Support, Projects 21 Services and Contact Informations Walk of Fashion in Berlin-Mitte The “Fashion Catwalk” at the Kunstgewerbemuseum (Museum of Applied Art) Title: The HUGO store in the Rosenthaler Strasse Oslo Helsinki Stockholm Tallinn Riga Dublin Copenhagen Moscow Vilnius Amsterdam Minsk London Berlin Warsaw Brussels Prague Kiew Paris Luxemburg Vienna Bratislava Bern Chisinau Ljubljana Budapest Zagreb Bucharest Lisbon Belgrade Madrid Rome Sarajevo Sofi a Skopje Tirana Ankara Athens Valletta Nicosia Berlin at the center of the expanding European Union STRATEGIC LOCATION 1 Invest in Berlin ers such as Paris, London and Milan. This open Berlin is Europe’s new fashion center. The city environment generates extraordinary creativity offers unparalleled development potential to and all lifestlye types. Berlin is also the number companies in the fashion industry. Over 800 one tourist destination in Europe and attracts trend-setting designers and labels work in the an extensive intercontinental clientele. These capital. The city’s prominent industry networks shoppers come to Berlin for its unique mix- and trade fairs also attract a large number of ture of brand name fl agship stores and small experts, consumers, fashion agencies and major independent shops run by up-and-coming international players. Berlin’s unique concen- stars. Over 5.4 million people live in and around tration of seven fashion schools provides the Berlin and approximately 123 million people high-quality education needed to train the top visit the capital each year. These two groups European designers of tomorrow. The cost of represent an above-average spending power living and renting in Berlin is very favorable, and an attractive market for both established especially in comparison to other fashion cent- designers and innovative young professionals. Issey Miyake at the Vitra Design Museum Kate Moss by Helmut Newton Where decisions are made Where cosmopolitan fl air abounds Berlin is the political decision-making capital of Berlin is a cosmopolitan city with a population Germany. The most important national industry of 3.4 million. Citizens from over 180 countries associations and international corporations are live in the capital and contribute signifi cantly located here. to its creative and inspiring atmosphere. Over Where East and West meet for business 1,500 cultural events take place here every Berlin lies at the heart of the EU economic re- day alongside an exciting nightlife and a lively gion with its 25 nations and 450 million inhab- alternative music and art scene. Over 170 itants. The city functions as a strategic stepping museums, 150 stages, 11 symphony orchestras stone between East and West. Over 200 institu- and 300 cinemas make Berlin one of the world’s tions facilitate easy access to the emerging foremost cultural cities. markets of Central and Eastern Europe, which Where the living is easy are of particular interest to the fashion industry. Berliners are surrounded by nature. One-fourth Where creativity fl ourishes of the city’s surface is made up of water, forest Berlin’s scientifi c, research and cultural land- and parks. From renovated city neighborhoods scape is unique in Europe. The city’s creative to noble villas at the water’s edge, the region atmosphere attracts young professionals from offers attractive residential spaces at reason- all fi elds of the fashion industry. In Berlin, the able prices. Whether it be water sports, golfi ng crossover of fashion, music, design, fi lm and art or inline skating, everyone’s favourite hobbies becomes reality. Trend-setting products, serv- are available in Berlin. ices and business ideas emerge every day. The culture industry in Berlin regularly produces a turnover of over eight billion euro. 2 FASHION CITY BERLIN · The creative world has its eye on Berlin · Major trends emerge from Berlin · Affordable rental rates for shops, ateliers and showrooms · The Nr. 1 tourist destination within Europe · Above-average spending power in Berlin · Wide selection of unusual event locations · Comprehensive, industry-wide networks · Government supports the fashion industry New Design: The Fashion Floors at the KaDeWe Berlin has spirit, sparkle and spending power to suites in the city’s 16 fi ve-star hotels. It’s a Germany’s capital is now the major European fact: people who visit Berlin like to shop. Berlin fashion center next to Milan and Paris. The is the Nr. 1 tourist destination within Europe city is an inspiration to international fashion and attracts a signifi cant number of interna- and lifestyle photographers, trend scouts and tional consumers with above-average spending designers from all the major houses. The “unfi n- power. According to the Aengevelt Real Estate ished” feel of the city is a direct result of its tur- company, Berlin’s absolute spending capacity bulent and exhilarating history. Berlin’s inimita- was 56.6 billion euro in 2005. Berlin also has an ble artsy look is incredibly “in” and has industry excess of beautiful and unusual event locations experts watching the city’s every move. That in every size and category from baroque castles certain sparkle, that je ne sais quoi makes Berlin and classical industrial architecture to hip clubs aem‘kei Summer Collection 2006 unique in the world. Where else can you lead and trendy locations. These unique spaces a comfortable and affordable life in a city that are available for photo shoots, fashion shows sets major international fashion trends? Berlin and events associated with the city’s six major is always one step ahead of the pack – and this fashion fairs. Industries related to the fashion is exactly what sales agents, consumers and business have formed progressive and integra- fashion designers from all over the world have tive networks that work in cooperation with the come to love about the city. Berlin has afforda- creative young talent at Berlin’s seven fashion ble rates for shops, showrooms and ateliers that schools. They also support established fashion are far below the average of any other Europe- designers and their business partners and sup- an urban areas. Visitors have their pick of a wide pliers in all related matters – whether it be in variety of accommodations ranging from loft sales, production or market internationalization. apartments overlooking the rooftops of Berlin 3 Politics supports fashion Board. The “A Future for Berlin” Commission In Berlin, politics and the fashion industry Enquiry placed the fashion industry at the work together. The governing mayor of Berlin, top of its agenda as one of the most signifi - Klaus Wowereit, argues that “Berlin has a great cant components of the culture industry. The future as the capital of designers and creative Berlin Senate makes a great effort to create artists. The development of the city’s identity more business opportunities for young crea- as the capital of fashion – fashion as the com- tive artists and for the entire value chain of bination of culture and lifestyle – has already the fashion industry. All possible spaces and begun.” Berlin’s Senator for Economics, Labour experimentation fi elds, for example for an and Women’s Issues, Harald Wolf, is head of “interim use”, are made available. Fashion com- the “Fashion Roundtable”, which consists of panies – whether they be large conglomerates select members of the city’s fashion scene. or small labels – receive quick and competent This expert initiative supports the Berlin Fash- advice with regard to settling in Berlin and ion Week and works on behalf of the Fashion receiving fi nancial support. Berlin Senate Department for Economics, Labour and Women’s Issues www.berlin.de/sen/waf/register/mode.html Fashion Week Berlin www.fashion-week.de ..... Commission Enquiry “A Future for Berlin” www.parlament-berlin.de Culture Industry Report 2005 www.berlin.de/senwiarbfrau/doku/wirtschaft/kulturwirtschaft.pdf The Premium Store F95 on the Frankfurter Allee Markus Klosseck Designer and Founder of aem’kei www.aemkei.com “My decision to move from New York to Berlin was prompted by my desire to be closer to the European market. Prices in Berlin are much more reasonable compared to New York. For my atelier and showroom and salaries I pay approximately half of what I would pay in NYC. But that’s not the only reason. Aside from all the traveling I do, Berlin is the only city in Germany that inspires me. Berlin is a friendly city, and it has a great nightlife and a young alternative scene.” 4 FASHION CITY BERLIN Flughafen 109 e Tegel e l l A r e e e s l l u A a r h Prenzlauer e Berg e B s e n s s r u ra s u ö a t a l S n h tr z r n c e s n e S ld e e e a S n r w Spandau s P s t if ra e s r Lichtenberg se G D H a Alle e n dsberger MitteR z an id i L o g e e s rasse s r t e tr ens S . d n t ali F r v r t a In i h s e 2 s d a e r l i e c r 100 h Str s . t r . n inde Karl er den L Marx A s 17. Juni Unt llee Straße de mm rass e Kaiserda Leipziger St 2 5 e s tz s S uen ienst a t Ta r.