We spoke to Marie-Luise Patzelt, Show Director, and Maren Wiebus, Creative & Event Director, about SEEK, which will take place for the first time as a solo show in Berlin on January 16 and 17, 2024.

1. SEEK will take place for the very first time as a solo show on January 16 and 17, 2024. What can trade fair visitors and buyers expect this season?

Marie-Luise Patzelt: I could now list the classic facts: new brands, inspiration, relevant brand mix and interesting content.

But what is to be expected and incomparable in these (let's be honest) challenging times is the solidarity, the realistic and also optimistic view of the future of all our exhibitors and the unique family atmosphere. Only those who feel comfortable, understood and accepted have the strength to discover and develop new things. This is exactly what we are laying the foundation for.

Even before the move to the station, SEEK worked very well and successfully on its own together with PREMIUM. Back then, it was in the arena. So it's nothing new for us to be "among ourselves".

We are "just" the stage for our exhibitors, the brands, the stories and the people behind the products. We are all the more grateful that we have been able to work with great people like the Berlin-based About Companions and Merz b. Schwanen, the Offenbach agency Wunschnaht and its brands like Edwin, Lyle&Scott and Farah, as well as the sustainability pioneers from Veja, Sandqvist and O My Bag for more than 10 years.

Not only are we now friends with some of the exhibitors, but the exhibitors also have more in common with each other than "just" the SEEK twice a year. This connection, this atmosphere, this community cannot be planned and built on the drawing board. This community has carried us through all the crises and moves (and non-moves).

2.     Together with UNION Showroom, you have launched the new alliance “THE JUNCTION”. How did this joint project come about and to what extent will it expand the (exhibitor) offering at SEEK?

Even if it sounds or reads like it is cheesy. Our motto has always been: "Together we are stronger! The SEEKers, as we call our community, share the same values ​​- honesty, courage and solidarity. Anyone who shares these values ​​with us is welcome in our community.

Felix Engelmann, founder and head of the UNION Showroom, was already an exhibitor at SEEK. He is a SEEKer. Since then we have been in close contact, informing each other and brainstorming.

3.     The Conscious Club is once again presenting itself as Europe's largest platform for sustainable fashion. What formats can we look forward to this season?

Maren Wiebus: A large part of our talk program on both SEEK days deals with sustainability - also in the broader, social sense. The first 'Fashion Purpose Release' will be presented at a press conference, retail experts from L&T, Avocadostore and Engelhorn will discuss on stage how to communicate (and how not to), Cherie Birkner will read texts about her difficult relationship with sustainable fashion, About Kokomo, Adidas & Pool talk about their joint rental project ‘Laundromat’ and Florian Müller’s Mental Health in Fashion campaign introduces itself. To name just a few,

Together with our partners from studio MM04 and VORN we invite you to a get-together. Ivalo.com is holding a kind of ‘regulars’ table’ on Tuesday and Wednesday afternoons, which everyone can attend to discuss specific questions and ideas.

Come along everyone!

We would like to thank Marie-Luise Patzelt and Maren Wiebus for the interview.

Image credit Marie-Luise Patzelt: Maxime Ballesteros

Image credit Maren Wiebus: Jan Kapitän