NOVA CONCEPT

NOVA CONCEPT – IT’S ALL IN THE MIX

With Nova Concept, Panorama Berlin presents a new platform for trendsetting fashion and curated lifestyle products.

IDEA
For years, concept stores such as Dover Street Market, Colette, Fivestory, and Merci have been successfully revolutionizing international trade with a skillful blend of fashion and lifestyle – trendsetting collections and an assortment of curated non-textiles from select fragrances and home accessories to coffee-table books and technical gadgets.
The individual creative presentations are clearly the stars when shown at eye level with the displayed products. The ever-changing presentations far exceed any round-rack romanticism, continually inviting viewers to marvel and browse anew.
Unlike product presentations that always look the same and are optimized for the square meter, these concepts not only bring in additional revenue but always introduce new starting points, excitement and innovation – all with their broad selection that ranges from stylish lifestyle items to innovative fashion. Moreover, they are crowd pullers and create added value. Panorama Berlin has dedicated a specific platform to this idea: Nova Concept – a total brand and shopping experience, where visitors experience trendsetting women’s and men’s collections paired with creative merchandising ideas, art and music.

“The retail trade – our industry visitors – asked us to create an emotional and inspiring shopping world – and that’s exactly what we’ll do with Nova Concept. The focus here is on creative merchandising and flexible product presentations that aim to stimulate and encourage people to follow suit. For that reason, we work with renowned interior designers and architects. With Nova Concept, we show how it is possible to use familiar spaces in completely new ways and create themes revealing the true concept of the fashion trade. Here, things are heart-driven and not so head-driven. Here, instinct counts!”
Jörg Wichmann | CEO

PRODUCT MIX
With a 70% share, the focus is also on fashion here – from edgy international women’s and men’s collections to select product specialists and heritage brands and sneakers – styles that can be used to create contemporary, urban looks. A selection of curated lifestyle items (30%), including select fragrances and care products, home accessories, technical gadgets, fine teas and coffee-table books, a sneaker lounge and a bloggers’ base solidify and round off this offer.    

LOOK & FEEL
To send the buyer’s eye on a journey of discovery that’s not confusing, the individual presentations are grouped according to three stylistic themes:

1. Minimal: Reduced forms comprised of translucent materials create a light and bright look, presenting the goods openly and clearly.

2. Workshop: The opposite of minimal, the focus here is on rough industrial elements, recalling a workshop atmosphere.

3. Nature: Soft organic forms, natural materials and plants create an organic look with a touch of hippie.

LOCATION
Hall 9 at ExpoCenter City on the grounds of Messe Berlin is one of the historical halls that was built in the late 1920s. With a 9-meter-high ceiling and raw concrete floor, the location provides the perfect environment with an authentic atmosphere. To make it easy for buyers to visit Nova Concept in a targeted way, the hall has its own entrance and shuttle stop.

ART
Every season, Nova Concept will invite an artist (a photographer, illustrator, painter, etc.) to design the campaign (print & web). Berlin resident, Silke Werzinger, will usher in our first season. An illustrator who studied communication design, she is the winner of many international awards, including the Applied Arts Award, Red Dot Design Award, ADC Award and DCC Award for Good Design. Silke Werzinger will also design a limited-edition T-shirt collection for the Fall/Winter 2016/2017 season.

Brands