KING SIZE was the theme of this year's BREAD & BUTTER and an appropriate slogan for the event, which reported an estimated 20% increase in visitors in comparison to the previous year. Even the record attendance set in July 2007 could climb another 9% in 2008.
On the first day, immediately following the fair's opening, exhibitors were thrilled by the exceptional attendance at their stands. The halls were full and trade visitors were enthused by the creativity of many brands. Companies such as Nike, Ed Hardy, Converse and Nudie Jeans felt right at home in the Fira de Barcelona and promoted their collections in individual presentations outside the fair's halls.
Karl-Heinz Müller: "It was fabulous, better than ever before, almost everything was perfect! The weather was fantastic, 'early spring' in Barcelona, and the mood was excellent. It was our masterpiece, our greatest success to date. Our campaign was right on target. All of Barcelona and the international fashion world were attuned to KING SIZE."
| Country | January 2007 in numbers |
January 2007 in % |
January 2008 in numbers |
January 2008 in % |
| Spain/ Portugal | 33.769 | 40.67 | 38.379 | 38.55 |
| Italy | 13.531 | 16.30 | 14.950 | 15.01 |
| Germany | 6.791 | 8.18 | 8.699 | 8.74 |
| Great Britain/ Ireland | 5.603 | 6.75 | 7.566 | 7.60 |
| France | 5.978 | 7.20 | 7.489 | 7.52 |
| Belguim/Netherlands/Luxembourg | 5.295 | 6.33 | 6.425 | 6.45 |
| Scandinavia | 1.729 | 2.09 | 2.769 | 2.80 |
| Austria/ Switzerland | 1.742 | 2.10 | 2.092 | 2.10 |
| USA/ Canada | 1.362 | 1.66 | 2.019 | 2.03 |
| Turkey | 1.125 | 1.35 | 1.526 | 1.53 |
| Eastern Europe | 1.339 | 1.25 | 1.491 | 1.50 |
| Greece | 1.394 | 1.68 | 1.483 | 1.49 |
| South and Central America | 736 | 0.87 | 1.066 | 1.07 |
| Israel | 424 | 0.51 | 510 | 0.51 |
| Japan | 310 | 0.37 | 501 | 0.50 |
| Russia | 351 | 0.42 | 489 | 0.49 |
| South Korea | 389 | 0.48 | 470 | 0.47 |
| Hongkong/ China | 318 | 0.38 | 410 | 0.41 |
| Australia/New Zealand | 94 | 0.11 | 103 | 0.10 |
Especially noteworthy is the growth in Scandinavian attendance. More than 1,000 additional visitors from this specific region were recorded in attendance this year, in comparison to the 2007 winter fair. The number of participants from Denmark alone more than doubled.
Additionally, BBBarcelona 2008 reported approximately a 34% increase in visitors from France, while the number of participants from Great Britain rose 28.5%.
Furthermore, countries outside of the EU could chart unprecedented growth in attendance. Compared to January 2007, the number of American visitors rose approximately 50%, over 40% more visitors travelled from Russia, and the BBBarcelona recorded an unbelievable increase in Japanese visitors of more than 60%!
These figures confirm that the BREAD & BUTTER - tradeshow for selected brands is the worldwide leading fair for Street and Urban Wear and that the fair continues to grow internationally. Since the inception of "Eurovision" (Summer 2005), the 500,000th visitor could be welcomed to BREAD & BUTTER by Friday afternoon.
The tradeshow for selected brands had much to offer: one special highlight was the Opening Reception, which took place on the evening before the fair's opening day, when 2,500 invited guests kicked off the tradeshow by celebrating in the MNAC in the Palau Nacional, a Catalonian landmark.
Karl-Heinz Müller: "We took on a lot with our Opening Reception and we exceeded even the highest expectations. We owe thanks to filmmaker Bjorn Tagemose, lighting designer Ignace d'Haese and show-architect Giovani De Schampheleire. They worked alongside our team and were responsible for the concept and the production of the Opening Reception. A special thanks goes to the museum directorate, without whose support a performance in this architectural masterpiece would not have been possible. From now on, this kind of "Meet and Greet" will be a tradition, kicking off the tradeshow before the first day of the fair! I can imagine an open air event for summer 2008, which would work perfectly with the time of year."
The Palau Nacional also served as the venue for two fashion shows: Philipp Plein und Custo Barcelona. BREAD & BUTTER showed what's possible in the impressive location of the Sala Oval. The set-up was immaculate.
The Custo Barcelona show packed in more than 2,000 guests as the day's most anticipated, and celebrated, event. Afterwards, Custo Dalmau threw a party in the "Italian pavilion" at the fair grounds. As always, the mood was magnificent.
Philipp Plein's show was a premiere that took place together with the German television network Pro 7. Unbeknownst to the show's guests, Pro 7 used the event to film the first jury panel from "Germany's Next Top Model".
Karl-Heinz Müller: "This fashion show really upset me and I want to express my disappointment. I just can't believe that this is how a large German television show functions. The organisation was completely unprofessional, the girls were not looked after, there was barely a rehearsal, nothing to eat or drink, and almost all the shoes were much too big, it was a disgrace. In my opinion, these girls were mistreated, and our trust was abused."
He continues, "A presentation like this does not represent the culture that BREAD & BUTTER seeks to cultivate and that we aspire to in relation to our exhibitors and guests, namely a basis of mutual respect and professionalism. This much is clear, we will have nothing to do with another show like this in the future."
Additional high points were the Ed Hardy fashion show in the Superior Hall and the G-Star show, held as usual in Lunapark, as well as "The Andy Warhol Collection by Pepe Jeans London" in the Mies van der Rohe pavilion. The B&B Design Exhibition, in cooperation with the international Fashion Insitute "Die Angewandte" in Vienna and the "Dutch Fashion Institute Arnhem" in the Palau Nacional's Sala Cúpula were also received with enthusiasm.
The launch of the BREAD & BUTTER Business Club was a resounding success. With the partnership of "elBullicatering", key players in the industry were given an optimal forum for discussion and dialogue. The response was overwhelmingly positive and the guests were happy to have a place to relax. The BREAD & BUTTER Business Club will also be expanded at future fairs.
Topics of conversation and speculation were also provided by the "Kings Club", situated in the middle of Lunapark, an exclusive location with only select guests invited for a party unlike any before.
Karl-Heinz Müller: "THE SOURCE is the logical next step. The fabric and accessory suppliers have always used BREAD & BUTTER as a meeting point. Now they also have the opportunity to represent themselves. We offer the industry of the preliminary stage the perfect creative environment at a very early date. And we deliver them their most important clients as part of the package!
From July 2008 on, parallel to BREAD & BUTTER BARCELONA, THE SOURCE will take place as a separate format for the industry of the preliminary stage in Halls 6 and 7 on the upper level of the Fira de Barcelona. One of the two halls will concentrate on the Denim- und Sportswear fabrics, while the other halls will focus on Casual Dressed Up, such as wool textile designs and accessories. The accessory and finishing industries will be included in the concepts, there will be no separate accessory hall. Halls 6 and 7 will have 26,000 m² of floor space, offering room for about 200 exhibitors from the fabric, accessory, finishing and production industries.
Karl-Heinz Müller explains, "Our goal is to become the most important fair for the suppliers of Denim, Street and Urban Wear in the world with a focus on the right, most important exhibitors. With approximately 200 top suppliers and developers, we will be substantial, but also highly selective."
NEW ORDER - profile your business
BREAD & BUTTER BARCELONA will take place from July 2-4, 2008 and will focus on clear structures, an improved profiling of the core segments and their brands, as well as the optimal use of the fairgrounds.
The goals of BREAD & BUTTER's summer event will be reflected in the advertising campaign inspired by Bauhaus. The motto "Form Follows Function", which perfectly embodies the concept of the coming BBBarcelona, was revolutionary during the Bauhaus era and is as relevant and significant today as it was then. Accordingly, the structure of BREAD & BUTTER July 2008 will be even more clearly defined.
Karl-Heinz Müller: "We are working together with representatives from the Fira de Barcelona and the city to develop a new and expanded entrance situation, directly located on Plaça d'Espanya. This will allow for new pathways that will optimize visitor traffic on the grounds and in the halls."
Furthermore, additional facilities of the Fira de Barcelona will be integrated in the upcoming tradeshow. The Lunapark will be expanded to the Avenida Reina Maria Cristina and used appropriately. The social infrastructure (restaurants, chill out areas, etc.) will also increase and the Outdoor Labels will have more exhibition and presentation space at their disposal.
The 2,800 m² "Italian Pavilion" will be entitled THE HANGAR and give particularly strong brands the option to present their collections in an extraordinary venue.
The catwalks will also be expanded in July 2008. Karl-Heinz Müller: "Catwalks are not just reserved for Haute Couture. Upper Urbanwear brands in particular already present their collections on the catwalks of Milan and New York. These are the labels we want to convince to come to Barcelona, because this is where the music is.
The Palau Nacional is a location unlike any other. This building is perfect and we are extremely proud to be able to offer it to our exhibitors as a possible venue for the presentation of their collections.
The Mies van der Rohe Pavilion will be available further on and can be used by labels with an affinity for art for an especially dynamic presentation."
Karl-Heinz Müller concludes: "Barcelona is the best thing that could have happened to us and we feel at home here. No other city in Europe offers these possibilities, so this is where we will stay."
Press release
22 January 2008
BREAD & BUTTER