30/01/2012Fairs Time
North Sails has just concluded an intense period of trade fairs: Pitti Uomo, Pitti Bimbo and Bread & Butter. The trade-fair cycle ended with Berlin’s Bread & Butter event, a lively international stage which attracted a very high number of visitors. The B&B stand was a downscaled version of the minimal Pitti concept, and nonetheless spectacular owing in particular to the great Led Wall installed on the stand. The B&B also provided an opportunity to publicise the partnership with the New Zealand Team, for whom North Sails will be the Official Clothing Supplier at the next America’s Cup.
Pitti Uomo 2012 was marked by an important change of location, with North Sails occupying an exhibition space of over 400 sqm on the premises of Costruzioni Lorenesi - a strategic location that offered our brands even greater visibility and an opportunity to create increasingly sophisticated and spectacular set-ups.
The distinguishing feature of this year’s event was the use of various ultra-slim screens to create a seductive atmosphere that was as hyper-technological as it was natural, evoking marine depths. These uncluttered, essential backdrops undoubtedly set off Men’s and Women’s collections to the best advantage.
For Pitti Bimbo, North Sails decided to maintain the same location used for the adults’ event, which meant showcasing the Future collection in a huge exhibition area: an important recognition and a sign of great pride and trust towards a junior brand that reaps excellent results year after year.