New Order becomes United Nations

This season’s Bread & Butter ‘New Order’ received a total of 89,168 visitors. Even though the organisers of the three day trade fair were very pleased with the results, the total number of visitors did not reach the one-hundred thousand, registering 2,5% less than last summer. Swedish group The Hives launched the event with a video installation of the infamous Bjorn Tagemose and Ray Cokes from MTV. 2000 people attended the event which, according to the director of the fair Kart Heinz Müller: “Is an event that we want to host every season. The night before the fair starts, we will throw a party at Luna Park.”

For this season, the whole Maria Cristina avenue was taken over by Pavilion 8 to register the number of visitors. A total of 893 exhibitors wanted to participate, which is 60 less than the last summer. The organisers are far from being concerned and want to reduce this number to 800. “We want to be more critical with brands and offer a great portfolio”, comments Müller. “The brands aren’t looking for a stand but a destination”, commented the fair’s director. For example Desigual joined a group of brands that put on a show along with Ed Hardy and G-Star, which presented a directional fashion show.

The Source was the new star of this season. Pavilions 6 and 7, dedicated to manufacturers of materials and accessories for famous brands, received 4938 visits. 50 exhibitors, 90% of whom are from Italy, presented three seasons at once with materials for 2010 and fashion shown in the finest detail for the following season. The organisers of New Order want to double the number of exhibitors in January. In this new area, one of the most interesting features of the event ‘The Panel’ was held in collaboration with well-known characters from the world of denim such as Elio Fiorucci, Francois Girbauld and Adriano Goldschmied. On the other side, Hall 6 of the pavilion hosted a presentation of ‘Martelli Vintage’ with vintage jeans of over a hundred years old.

Bread & Butter acquires an increasing number of foreign visitors in each season which reached 72% of the total from 101 different countries. This internationalisation underlines next year’s slogan “United Nations of Bread & Butter”. Bread & Butter will stay Barcelona. Agustí Cordón, director of the Fair said: “The impact of each edition of the fair, for hotels and restaurants, is 100 million Euros.” An amount the Spanish metropolitan can be very pleased with.

Image: Lunapark at Bread & Butter