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Urban Universes at GDS picks up on latest trends
Jan '10
At GDS held from 12 to 14 March 2010 the varied world of street and urban wear will be structured into different segments in Hall 3 – together providing another ideal overview of high-selling brands and key design newcomers.

Authentic cult brands with a great tradition are showcased in Urban Authentic. High-selling lifestyle brands are located in the Urban Fresh segment. The collections in the Urban Active zone combine function and comfort with fashion flair. Totally new to the fair are the young fashion collections from Björn Borg, Brunotti, Canterbury Leather, Feud London, Helly Hansen, KK by KOAH, Napapijri, Pointer, Redfoot and Victoria.

The independent area Design Attack is clearly distinguished from the other urban segments at GDS in visual, content and atmosphere terms: in this special area over 100 brand-new brands and young talents present individual street fashion collections and products within a design theme that changes every season.

Registrations have already been received from such brands as, Barund, Colors of California Art, Dipper, Duckfeet, FSH, Herzstück, Hummel, Lomloms, Pololo, Schuh Bertl, Taschendieb and 80%20.

With its new concept Electric City this, the 12th Design Attack, brings a new slant to the fashion and music styles of the 80s locating these within the context of current social developments. Today's global megatrends include processes like urbanisation, metropolisation and digitalisation. More and more people are being attracted by the pull of the pulsating metropolises. Here they tap into the many opportunities offered to them.Conurbations and huge megacities like Tokyo or New York are the powerhouses of the global economy. Digital culture not only radically changes the use of the media and communication behaviour but also penetrates virtually all spheres of daily life of today's urbanites. With trashy styles in gaudy neon colours and synthetic beats the new motto alludes ironically to the 80s which are very trendy at present. While the previous motto Hippie Waikiki was a retro-oriented mix of two thematic worlds Electric City is a self-contained concept that looks to the future.

“Already at the previous Design Attack we got terrific feedback. This zone thrives on the creativity of young designers and our conceptual design collaborator E. M. Project as well as our cooperation partners. This creativity seems inexhaustible,” comments Kirstin Deutelmoser, Director GDS.

Visitors enter Electric City via a tunnel that gets them suitably in the mood with light and fog effects. They are welcomed in the entrance area by the most famous city monster of all Godzilla. Design elements here include a large background featuring skyscraper façades, neon lights and taxis running through the entire zone. Lighting effects and spotlights add special highlights. The neutral stands in this zone offer the creative young designers many individual design possibilities. Aneye-catcher at Design Attack Plaza is a brightly-lit, chairoplane reduced to its bare metal frame which also serves as a stage and DJ platform.

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