Berlin Kraftwerk. It was not a tradeshow. So, what was the purpose? Some thirty brands came to a former generating plant in Berlin, and built up their stands within the still existing concrete skeleton of that very building. Was it a monster? For sure. Amazing industrial architecture. Was it a beast? Hell, yes! Dust all over, cold during the first days. But it was fun.

Actually, it was a huge experiment of doing a trade show in a completely different way. The gates were open between 12.00 - 24.00. No usual business people were spotted. DJs conducted a perfect soundtrack, bands rocked the evening activities.

Only a few brands really took the risk to do something completely different, though. Hikmet showed a fine selection of trainers at his Solebox booth. (See pictures). adidas really took a stance offering a quite space where everyone could get a relaxing foot massage like Mrs Wallace, enjoying ginger tea or water.

Meanwhile "untitled" displayed a smaller selection of goods accompanying the release of the book.


America
Maiden Noir
HUF / Benny Gold
jeffstaple
Stüssy
DC
Obey

Europe
David Ersser
Stefan Marx
Studio Whitebox
Ricky Adam
Scrawl Collective
Solebox
Fenchurch
adidas

Asia
Adapter
Taro
Apollo
Coarsetoys

Australia
Josh Petherick
Schwipe
Modular
Sneaker Freaker

Africa
Photos by Foley

Antarctica
At least it was really cold inside the building