MAGIC takes modern approach to Feb 2009 Marketplace

08 Nov '08

4 min read

Thinking outside the booth will have a whole new meaning at MAGIC, the world's largest fashion trade event, beginning with its February 2009 season. After months of research, planning, surveys and development, MAGIC will debut a fresh new direction on its show floor, continuing its commitment to fostering a profitable community for its customers, and remaining the leader in its field, always in tune with the changes taking place within the fashion industry, and beyond.

“We realize that this is a pivotal time in our industry,” said Chris DeMoulin, President of MAGIC International and Executive Vice-President, Advanstar Fashion Group. “Categories are evolving, trends are changing and our clients are looking to MAGIC for a new approach to their business needs. We've assembled an amazing team and listened to invaluable feedback from our customers, and the result is a strategy we believe in. There has never been a more exciting time to be a part of The MAGIC Marketplace.”

Forever the constant through the industry's many incarnations, MAGIC's plan is three-fold and begins on the ground floor, focusing on category segmentation, strategic navigation, and a modern aesthetic that reflects the evolution of the industry overall. The effort is at once a response to the overwhelming demands of retailers and exhibitors and an innovative leap towards a redefinition of the traditional tradeshow experience.

Part one is the repositioning of Project Global Tradeshow and an effort to circle back to its roots. The new PROJECT will feature a juried assortment of Advanced directional brands, combining the best of the best in men's, women's and accessories.

Come February, PROJECT will debut in a new location, The Mandalay Bay Convention Center, with a reinterpreted and clearly defined vision that allows buyers to effectively source new trends, identify market leaders and shop the show floor in an intimate environment, more reminiscent of the show's early beginnings.

Acknowledging the thriving Premium market, MAGIC MAN will launch PREMIUM AT MAGIC, expanding its existing product assortment so that buyers will be able to maximize their time and resources as they canvas the full spectrum of menswear, in one new space, fit for the categories.

The task of creating this modern, streamlined environment, that allows exhibitors to shine and enables buyers to make the most of their time, has been given to Kramer Design Group, one of the fashion industry's most accomplished design and branding firms. An industry favorite, Kramer Design Group has created modern, functional dynamic spaces, showrooms, retail flagships and more for the world's top brands, including Calvin Klein, Michael Kors, Kenneth Cole and Donna Karan.

The Kramer Design Group, working in conjunction with MAGIC's in-house team, will bring a fresh, new approach to Central Hall with a modern city plan that reinterprets the MAGIC booth system. The exclusive design offers cost-effective techniques and solutions, optimal visual merchandising opportunities, and a fashion-forward mindset to MAGIC's ever-evolving portfolio of exhibitors, and will undoubtedly add to an unparalleled tradeshow experience.

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