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Preview
GDS – International Event for Shoes & Accessories -
12 to 14 March 2010
The Latest from the Urban Universes at GDS
Design Attack picks up on the Latest Trends
+ Urbanisation, megacities and digital culture
+ Trashy 80s style in neon colours
+ Synthetic beats and electro sounds
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 behavior, but also penetrates virtually all spheres of
daily life of today’s urbanites. With trashy styles in gaudy neon
A
t GDS held from 12 to 14 March 2010 the varied world of street colours and synthetic beats the new motto alludes ironically to the
and urban wear will be structured into different segments in 80s which are very trendy at present. While the previous motto
Hall 3 – together providing another ideal overview of high- Hippie Waikiki was a retro-oriented mix of two thematic worlds
selling brands and key design newcomers. Authentic cult Electric City is a self-contained concept that looks to the future.
brands with a great tradition are showcased in Urban Authentic. Already, at the previous Design Attack, GDS organisers had terrific
High-selling lifestyle brands are located in the Urban Fresh feedback. This zone thrives on the creativity of young designers and
segment. The collections in the Urban Active zone combine function our conceptual design collaborator E. M. Project as well as our
and comfort with fashion flair. cooperation partners. This creativity seems inexhaustible,”
Totally new to the fair are the young fashion collections from Björn comments Kirstin Deutelmoser, Director GDS.
Borg, Brunotti, Canterbury Leather, Feud London, Helly Hansen, KK Visitors enter Electric City via a tunnel that gets them suitably in
by KOAH, Napapijri, Pointer, Redfoot and Victoria. The independent the mood with light and fog effects. They are welcomed in the
area Design attack is clearly distinguished from the other urban entrance area by the most famous city monster of all Godzilla. Design
segments at GDS in visual, content and atmosphere terms: in this elements here include a large background featuring skyscraper
special area over 100 brand-new brands and young talents present façades, neon lights and taxis running through the entire zone.
individual street fashion collections and products within a design Lighting effects and spotlights add special highlights. The neutral
theme that changes every season. Registrations have already been stands in this zone offer the creative young designers many
received from such brands as, Barund, Colors of California Art, individual design possibilities. An eye-catcher at Design Attack Plaza
Dipper, Duckfeet, FSH, Herzstück, Hummel, Lomloms, Pololo, Schuh is a brightly-lit, chairoplane reduced to its bare metal frame which
Bertl, Taschendieb and 80%20. also serves as a stage and DJ platform.
With its new concept Electric City this, the 12th Design Attack, Entertainment and relaxation for trade visitors are offered by
brings a new slant to the fashion and music styles of the 80s locating gaming consoles set up in cooperation with video game
these within the context of current social developments. Today’s manufacturers. The Design Attack supporting programme also
global megatrends include processes like urbanisation, includes numerous performances, DJs and live music acts. Electro
metropolisation and digitalisation. More and more people are being bands and laser effects make the fashion shows a special experience.
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FOOTWEAR TODAY
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MARCH 2010
www.footweartoday.co.uk
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