Bread and Butter, Berlin July 2010

It’s that time of year again folks – Bread and Butter hit Berlin for another 3 days this July; with fashion heavyweights once again outdoing themselves (and each other) with eyewateringly oversized stands vying for the attention of the usual caravan of sponsors, buyers, press and outlandish spectators from the world over.

This was all set to be the perfect show for the Germans – as you can image, a world cup theme provided the backdrop to the whole show with tickets and invitations to match; Karl-Heinz and his crew even went to the trouble of erecting a football stadium to seat thousands…all aimed squarely at Berlin’s largest television screen. Unfortunately the fairytale was shattered on a sunny Thursday night – at least for the Germans – not so for Team Surgery, taking dinner on the spectacular roof terrace of the recently opened Soho Haus with our friends from Esquire – trying not to gloat...

World Cup at the Premier League Stadium, B&B Berlin 2010

Back to the beginning…we were always going to have our hands full with and impressive list of clients like G Star, Wrangler and Desigual towering over the arm-wrestle that is the denim hall and Lacoste, ndc, Blue Bell and ellesse showing in other halls we were doing our best magic trick of being in 5 places all at once!

The Mozart of the Chess world” Magnus Carlsen

As ever G Star provided the focal point with a huge fashion show on the first day to accompany their equally huge stand – the fair also played host to a global press conference to unveil their AMAZING new campaign featuring Liv Tyler alongside “The Mozart of the Chess world” Magnus Carlsen…it has to be seen to be believed.

Wrangler's Epic Stand

Legendary denim brand Wrangler also unveiled their amazing “Worn Across America” collection – inspired by a personal favourite novel of mine – Jack Kerouac’s classic beat novel “On the Road” alongside Blue Bell’s stunning ‘Made in America’…an absolute belter of a collection that had yours truly and the GQ Editor next to him itching to grab an order pad.

Not to be outdone, our friends at Lacoste footwear threw an Epic party to celebrate the launch of their fantastic new LEGENDS project – featuring the likes of Jazzy B, Sebastien Tellier, Tim Hamilton and i-D magazine. Watch this space for more on that one!

Lacoste legends sneak peak.

With an impressive list of meetings, interviews and range views behind us it was time to dust ourselves off and take to the skies. The House Festival was in full swing back home and we could not wait to join the rest of team for a well-deserved drink and a dance. The perfect way to wind down after a hectic few days…

Tags: Bread & Butter | Lacoste | G-Star | ellesse | n.d.c | Wrangler | Blue Bell | Desigual | Surgery PR Lonfon Fashion Agency

This entry was posted on 15 July 2010 at 13:40 and is filed under Surgery PR Latest News | Events | Team Surgery. You can leave a response here.

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