The Brandery is focused on bringing together the clothing designers, their work and public interaction in the city with such appeal, Barcelona, Spain. Fashion shows, contemporary and urban, will take place twice a year, with premier show happening later this summer in July, 2009. The event will take place at the Muntjuic site, which is home to the Magic Fountain. Built in 1929, the fountain itself brings many spectators and is a beautiful backdrop to fashion. The project was an ambitious one taken by Carles Buigas that year, and with just the year to complete it, many doubted the capabilities of the designer and his crew. But with the help of 3,000 construction workers and artisans, the fountain was opened on schedule and remains to be a spectacular vision. Displays of water dancing, colors, lights and motion provide a show from a fountain like not seen before. The Brandery has gained the support of the City Council in Barcelona, as more than 250 exhibitors and fashion designers, those from Barcelona as well as international companies, will come together with a new vision. This is based on interaction with the public, fashion and brand identity, described as a circus of fashion, wherein the clothing is not the only participant. The people living day to day, in the ‘circus’ of life have influenced this idea, and the designers are hoping that the concept will give their creations personality. A personality all their own, and that the public will take notice.

The area of exhibition is the Fira, which will house not only the various stores and studios, but many cafes, 5 star Barcelona hotels, restaurants and theaters. There are four components to the Fira, The Cathedral which will house the most exclusive brand names and designers. The Loft, which will carry the most trendy and ground-breaking fashions, the Warehouse with everything denim, and the Outerspace, which is dedicated to tennis shoes, and funky street wear. Barcelona has long been known as a city famous for innovation. The goal is create a platform in Europe for contemporary designers from around the world. The Mayor of Barcelona stated at a press conference earlier this year, that he hopes the project will close a gap in the clothing industry and market. He stated as well, that other European and American designs have come into Barcelona over the years, and that the Brandery will give them the opportunity not only for trade in Spain, but on the international market as well. Open week, which runs the first week of July, will consist of parties, fashion shows and conferences that are open to all who attend.

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