ideal Showroom Press Release: Activities during Berlin Fashion Week Summer 2007

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now in its fourth season will again present a platform for avant garde, high fashion and progressive streetwear between the 13th and 15th of July 2007 during Berlin Fashion Week.
Around 100 international designers will show their collections for Spring/Summer 2008, among them Wendy & Jim, Sandra Backlund, Eric Lebon, Henrik Vibskov, Wood Wood, Elliott Atkinson, Husam El Odeh, Diana Brinks, Boessert/Schorn, Smeilinener, Reality Studio, Makin Jan Ma, L & A Mäthger, Mundi Design, Rickard Lindqvist and many others.

Caf© Moskau
Karl Marx Allee 34
10178 Berlin
opens: 13.-15.07.07, 10:00 – 20:00 h
Entrance only for trade visitors

In the adjoining glass pavilion of the Caf© Moskau on Karl-Marx-Allee IDEAL will launch IDEAL FORUM in cooperation with Galerie Magnus Müller for the first time.
Under the title BANG!, international artists will show their works over two floors revolving around the theme of fashion“. The Paris based video journalist and fashion icon Diane Pernet will showcase her film festival €šYou Wear it Well´ with contributions from Maison Martin Margiela, Bernhard Willhelm and Alexander McQueen.

Furthermore the Swedish fashion photographer Thomas Näsström questions the ambivalence between creation and consumerism in his conceptual photography.
Among plasticised sculptures by Sabine Groß and Jeroen Jacobs, the exhibition shows photocollages by Jenny Rosemeyer and installations by Markus Keibel, Lucas Lenglet, Jürgen Mayer H. and Chris Larson.

Friday, 13th July 2007, 19:00 h
music by Hyun, Honululu Barbecue & Drinks for free!
Pavillon, Karl Marx Allee 45, 10178 Berlin
opens: 14. & 15.07.07, 10:00 – 20:00 h
open for public, no entry –> Forum

From the start IDEAL has presented a cross section of newcomers in a seasonal fashion show to an audience of buyers, press and the media. The feedback exceeded our expectations and we are going to continue with this concept to promote the young talent which we find. On Saturday, the 14th of july 2007 three selected avant-garde designers will show their spring/summer 2008
This season€˜s fashion show designers are:

Sandra Backlund/se (winner festival d€˜ Hyères 2007)
Carola Euler/de
Elliot Atkinson/uk
Eric Lebon/fr

Sandra Backlund€˜s designs incorporate handicraft processes by using an array of traditional techniques through which she distorts the natural shape of the human body.
Her creations take more of a sculptural approach to fashion than tailoring.
Carola Euler€˜s menswear is everything that modern menswear is not: discreet, underplayed, intelligent and witty.
She takes the ordinary and adds her own accent to it through a mixture of detail and sophistication whilst effortlessly casual.
Elliot Atkinson who has worked as an assistant to Cassette Playa and as an illustrator as well as designer in the past, takes his inspiration from the early 90€˜s grunge movement as well as the fast moving power dressers he admires.

Saturday, 14.07.2007
location t.b.a.
doors open 20:00 h, show starts 21:00 h

This season€˜s After Show Party will be followed by the IDEAL Fashion Show, a cooperation between IDEAL, QVEST Magazine and IQONS. This will be accompanied by an exclusive lineup, consisting of a live performance by James/ Jeanette & Jonny Woo (Boombox & House of Egypt), the London based DJ´s Nathan Gregory Wilkins (Boombox/Electric Stew), Mo Morris (A Mountain of One), Momo Desire (Youthclub/Berlin), Fuck Hugo (Ca$hmoney/Berlin) and Wolfi & Jim (Discocaine & Hermann from Wendy & Jim/Vienna)

Saturday, 14.07.2007
location t.b.a.
doors open 22:30 h

May we remind you about the special offers we have arranged with highly renowned hotels in Berlin.
We would be very pleased if you would use them at your advantage.
As our visitor, we would like to offer a 20% discount in the design hotels Arcotel Velvet and Ellington-Hotel, which both have excellent transport connections to the showroom location.
If you would like to make your hotel arrangements with the above, please contact us as soon as possible.
We will then send you a password which will enable you to book a room for the special price.

Please check the rooms, locations and service on the following web pages:

For further information please visit our website or contact:
IDEAL Berlin
Alte Schoenhauser Strasse 6
D-10119 Berlin
T: +49.30.24 63 24 82
F: +49.30.24 63 25 22