Bright Re-Tools Trade Show Strategy For January 2013

Outside Bright's new home, Alte Munze

Outside Bright’s new home, Alte Munze

After announcing this summer that it will be moving its skate and lifestyle trade show in January to the heart of downtown Berlin, Bright Trade Show is refining the show's format to better fit an evolving industry.

Bright has been held in the former Stassi headquarters for the past several years, several miles from Berlin's hub in the Mitte district. For its 16th edition, Bright’s new home will be in the former mint building, keeping the historical backdrop alive, and offering two buildings separated by a courtyard.

The plan for the January 15-18 show is to split brands between the two adjacent buildings, with more lifestyle-focused brands on one side, and hardgoods-focused brands on the other.

The new location has slightly less room and brands will be scaling back their footprint. International Marketing Manager Mathieu Tourneur says Bright will also curate the show more effectively to ensure buyers are seeing exactly what's driving trends and none of the filler.

"Bright began with a vision of offering the best skate and lifestyle brands, but has grown a bit outside that," explains Tourneur. "We're cutting some brands that weren't [living] up to the vision, to have a clear focus on the pulse of what's driving the industry."

Along with that vision, Bright is focusing more on keeping the business in the front and the party in the back on the show floor. In the past, Bright has had a number of ongoing contests and outside events taking place during the show, but the consensus was that it was deterring traffic on the floor.

"We're really focusing on reducing side events," says Tourneur. "We want brands to be central and very visible. We want buyers to be easily able to get to brands, to increase traffic, to increase brand visibility, and overall to make the show more business focused."

That said, Bright is still planning to kick off an evening party in conjunction with the show, as well as the return of the 2nd Annual European Skateboard Awards Thursday, January 17.

Exhibitors are responding positively to the announced changes, with booth space already 80% booked, compared to 60% at this time last year, according to Bright. A number of streetwear brands,  such as Puma and Starter, are coming back in, and new corporate sponsors have been signed and will be announced in the near future.

Take a look at last summer’s show as well as a sneak peek of the new location at the end of this gallery: