Bread & Butter 2011

by Zoë Noble

Last week I popped into Bread and Butter, at the now-closed Tempelhof airport, for a change of scene and a much-needed break from the mania of Berlin Fashion Week. This international trade show brought together 600 exhibitors from the worlds of denim, sportswear and street fashion, and is most definitely the place to schmooze and make contacts in the industry. For myself it was important to see what’s going on in print and graphics, and how brands are marketing themselves – and boy were they marketing! From free champagne and massages to half-naked models at the entrances to entice visitors, brands were really making a play to get people inside their stands. I was most impressed with the venue though – details like the luggage carousel being used to showcase books and magazines, departure boards showing times of upcoming events and even passport control booths acting as makeshift information desks, all added to a spectacle that won’t soon be forgotten.