Courage for staging
Challenge for this 300 sqm booth was the striking staging of many outfits and the underlining on new Joop! accessories at the Pitti fair.
Together with the art director Robert Brečko-Acklen from Los Angeles and the Joop! creative director Dirk Schönberger WERKSDESIGN has designed ten trade fair stands for Joop! in total. Realized by our well established southern Europe fair construction partner Preziati Fratelli.
In two separate booth areas Firstline and denim were presented. Exhibition places for our longstanding cooperation with Joop! were among others Florence (Pitti) and Berlin (Fashion Week, Premium, breadandbutter).
Berlin is how it is. Doesn't pretend. Is a pioneer of a new honesty.
Wolfgang Joop
