From July 2–4, Bread & Butter, the international fashion tradeshow, took place on the former grounds of Tempelhof Airport in Berlin. Cartoon, the woman’s fashion brand newly-founded this year, was also to make an appearance featuring its ‘Together we look amazing’ claim. Like the brand’s collections, the overall exhibitor stand concept was also to convey ease, openness and fun.
dan pearlman’s interior designers had already designed Cartoon’s complete retail concept. From the overall design to its detailed realization, everything came from a single source.
An installation constructed of wood forms the basis of the exhibitor stand, which also features whitewashed bricks similar to the store designs in Kleve, Göttingen and Essen. Tables serve as unassuming display surfaces, while a plinth-landscape of palettes invites visitors to take a break. The typical comic-style speech balloons are elements repeated throughout—customer communication with a wink. Affixed to the wall with nails, clothing items are arranged in a casual and uncomplicated manner. Numerous, seemingly improvised wooden elements function as product displays. A photo booth invites shoppers to produce their own comic strip—spots and lighting installations provide for optimal illumination.
Part of the Betty Barclay consortium, the Cartoon brand makes a carefree and flexible impression in its first Bread & Butter tradeshow appearance.