After the launch of the EBW “Creating Difference” 2024 Campaign, Bridal Times had the chance to speak with Siegrid Hampsink, Event Director of the European Bridal Week, to learn more about the new campaign and what we can expect for next year’s edition.
With a much-expanded European Bridal Week in 2023, what is it like for you and your team to prepare for next year’s big and upcoming edition?
Year 2024 is going to mark the 10th anniversary of European Bridal Week, which has grown year after year to become the largest trade show for the bridal and fashion industry in northern Europe.
When we look back on how far we have come together with all partners and friends within the trade, when we consider all we have accomplished, specific words come to mind – challenging, fulfilling, unexpected and humbling. But one word specifically stands out – grateful.
We are grateful for all the support we have received over the past years, for all the valuable input we could implement within our process of change which has also given us an energy boost time and again, achieving the goal of “Bringing Back The Magic” within pandemic times, and now where we are today with “Celebrating Difference.”
All this we have brought to life together with our exhibitors and visitors with whom we are sharing this special passion for the industry of ours. And honestly, and that is what I can say on behalf of the whole team, we are more than just excited to create a show which opens new doors to future developments we need to embrace whilst “Celebrating Difference”.
From this year’s “Celebrating Difference” campaign, we have seen stunning imagery released. Please share with us this innovative vision of EBW and its’ new approach.
Well, we all know that feeling, that change can be daunting, forcing us to leave our comfort zones and take risks. And with all the challenges we have to deal with in daily life, and the constant evolution of technology, change is inevitable. We would like to place these developments into a different light, because change also offers an opportunity for growth and success. This campaign is about welcoming change and discovering the beauty that comes with differences. We want to embrace this exciting time and create something beautiful out of it whilst celebrating it.
This campaign is already different in itself. What was the mindset in creating such a unique look and feel for the campaign.
We have been shooting this campaign ourselves. I guess this is the most individual campaign a bridal and fashion trade show has ever seen. If you want to express what elevating difference, discovering difference, creating difference and celebrating difference truly means, it’s not about choosing one campaign picture or letting AI do the job for you. It’s about representing what you believe in as a trade show that has a key goal: supporting the industry.
Embracing Difference is the key to unlocking industry growth. And that is what we want to show.
Of course, we need to make use of new technologies which are capable of generating novel creations by utilizing pre-existing resources. But we also need to consider that true creativity involves producing something that is derived from a new and untapped source; and that is what real fashion is about. Therefore, we had taken the decision to create this campaign as we did – with all the differences we want to show, embrace, and celebrate, whilst adding a unique perspective and vision to create something truly innovative and one-of-a-kind.
We were in awe of the sheer size of the show floor and halls of European Bridal Week in 2023. Will we discover difference when it comes to the EBW 2024 floor plan?
Well, we are keen on visualising the theme of EBW 2024, also onsite on the show floor as we want to give our exhibitors the feeling of “Celebrating Difference”. Additionally, it’s our goal to provide our visitors and exhibitors with an unforgettable experience in honor of the event’s 10-year anniversary. So, be excited to discover difference on the show floor of EBW 2024, when it comes to the look and feel.
Again, European Bridal Week 2024 will be taking place across two halls with the Fashion Shows being located within an additional hall of Messe Essen. For EBW 2024, we will change the setting of hall 2, where visitors and exhibitors will also find a champagne bar next to a newly initiated Fashion Avenue in hall 2.
So, EBW 2024 will bring great show highlights visitors can anticipate for?
That is what we want to create for our visitors and exhibitors, yes! With the new setting in hall 2 comes a bigger Designer Area in hall 2 as well. Here, retailers will discover the exclusive labels that raise the bar and set the trends for the seasons ahead – including the finest brands from Europe and beyond. These are the collections with striking personalities, that always make a statement, and where budget is of less concern than final impressions.
Also, the EBW Fashion Shows are taking place again, highlighting the buying day on the Saturday and the Sunday. Among the brands taking part and showing their exclusive collections on the catwalk will be high-end international names as well as new labels, paving the way for fashion of tomorrow.
This year European Bridal Week was awarded with “Best Bridal Fashion Exhibition”. What does this honour say about EBW position amongst key European trade shows in the bridal industry?
As a team, we still feel truly honoured and humbled about this award. We have always set new standards at EBW and saw renewed enthusiasm among those involved. EBW has long been an important force in northern Europe. But with receiving this award, European Bridal Week has firmly positioned itself on the global stage.
And therefore, we are excited to bring the industry as a whole, a unique event in 2024 that will delight both visitors and exhibitors. With a perfect blend of bridal designs and fashion, we aim to provide an unparalleled experience. Be ready to order, and enjoy a show that is featuring difference like never before!
We would like to thank Siegrid Hampsink of European Bridal Week for this interview.
For further information, visit European Bridal Week.