Tom Tailor at Bread´n´Butter

by DIA - Dittel Architekten

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The fashion and lifestyle company Tom Tailor commissioned DIA – Dittel Architekten with a trade fair stand for their established label Tom Tailor Denim and an event area for their upcoming label Tom Tailor Polo at the annual summer edition of the Bread & Butter in Berlin, Germany.


On 165 sqm Tom Tailor´s Denim brand is presented in an industrial context. Brick walls, industrial lamps, old factory windows and vintage furniture create a rough look which stands in contrast to the clothing. The main walkway was made to look like weathering steel and drew visitors through the centre of the stand , highlighting the entrance and main path through the area for the clients. The highlight of the area was positioned on that main walk way: a steel construction weighing 20 tonnes that serves as the main product carrier. The latest collection is presented on leather straps, steel tracks, nails, ropes and T-sections. Entertainment and business conversations should certainly not be forgotten when designing an exhibition stand. Clients therefore had a small bar and a meeting place at their disposal, where they could pause for some brief refreshment or to order next season’s collection. The trade fair stand for Tom Tailor Denim will be applied at continuing exhibitions such as “Who´s next”, Paris. New for the trade fair Bread & Butter and one of the main events in Berlin this summer was the 4000 sqm Polo field at Luna Park, organized by DIA – Dittel Architekten for the label Tom Tailor Polo. During the time of the exhibition a Polo tournament was arranged. Four teams fought in contested matches: Tom Tailor Polo Team, Tom Tailor All Stars, Bread & Butter Team and Team City Berlin. Amongst others with top players like Eduardo and Santos Anca from Argentina. 40 horses had to be taken care of, 400 cubic meters sand was banked up, boards were branded and the grandstand, that offered space for more than 600 people, had to be provided with logos. The games were well attended and many guests were watching a live polo game for the first time. The award ceremony with champagne shower was a matter of course and couldn´t be missed. As a special feature the cup was handed on the winners by Bread & Butter inventor Karl-Heinz Müller!

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    The fashion and lifestyle company Tom Tailor commissioned DIA – Dittel Architekten with a trade fair stand for their established label Tom Tailor Denim and an event area for their upcoming label Tom Tailor Polo at the annual summer edition of the Bread & Butter in Berlin, Germany. On 165 sqm Tom Tailor´s Denim brand is presented in an industrial context. Brick walls, industrial lamps, old factory windows and vintage furniture create a rough look which stands in contrast to...

    Project details
    • Year 2012
    • Status Completed works
    • Type Exhibition Design / Exhibitions /Installations
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