#temporary showroom

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Shopping in Berlin: Temporary Showroom and Odeur at MBFW

Shopping in Berlin: Temporary Showroom and Odeur at MBFW

Shopping in Berlin is a unique experience due to the mix and match of different styles coming from all over the world. The last day of Mercedes-Benz fashion week Berlin, I was invited to the Odeur fashion show. Odeur is a Scandinavian Brand sponsored by Temporary Showroom here in Berlin. Temporary Showroom is a concept store that brings together international talents of the fashion world with a…

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Shopping in Berlin: Temporary Showroom and Odeur at MBFW

Shopping in Berlin is a unique experience due to the mix and match of different styles coming from all over the world. The last day of Mercedes-Benz fashion week Berlin, I was invited to the Odeur fashion show. Odeur is a Scandinavian Brand sponsored by Temporary Showroom here in Berlin. Temporary Showroom is a concept store that brings together international talents of the fashion world with a focus on Scandinavian design. Clicking here you can have a look at the Temporary Showroom website that has been built with the aim to bring the brand closer to the customer. Indeed,each designer is presented with a short introduction of the brand, current and precedent collection description, social media and recent news. Shopping in Berlin can´t be more interesting for you than coming to visit their scandinavian collections. Finally, in their online shop, customers from all over the world can find all the pieces of the selected brands available offline in the Berlin store.

Shopping in Berlin e´ sicuramente un´esperienza unica ed affascinante dato lo stile eclettico e vario che la citta´ offre. Infatti solo a Berlino si possono trovare mix culturali cosi´ forti da creare uno stile unico ed inimitabile. Il melting di culture si e´ reso visibile nell´ultimo giorno della Fashion Week di Berlino dove il marchio Scandinavo Odeur ha presentato la sua collezione SS15. Odeur e´uno tra i brand scandinavi rappresentato dal Temporary Showroom di Berlino. Temporary Showroom e´stato creato per dare slancio a designer scandinavi promettenti. Si tratta di un concept store nato con l´obiettivo di avvicinare i clienti con il marchio stesso. Cliccando qui potrete visitare il loro website, e vi renderete conto come accanto ad ogni brand c´e´ la loro storia, descrizione di collezioni precedenti ed ultime news. Inoltre tutti i prodotti dei brands sono facilmente acquistabili online nella sezione shopping del Website.

This article was written by Monica Calicchio

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Shopping in Berlin: Temporary Showroom and Odeur at MBFW was originally published on Moni Diaries - Fashion Blog

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Temporary

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Swedish Avant Garde Meets Berlin Fashion Week with Odeur

Petter Hollström and Gorjan Lauseger, Odeur

What is the main concept behind Odeur?

The concept of Odeur is to be the non-visible brand. The traditional word-based logotype is replaced with a scent in the garments that communicates the brand. The concept and ideas behind the concept have remained intact since the start, but the brand will always be under development as we come up with new collections and projects. From the start, the idea has been that both men and women should be able to wear our garments.

Where are your products made?

We are designing them in Sweden and then we have production in Italy, Portugal, Lithuania and Turkey.

How does the fashion scene in Sweden compare with Berlin?

The fashion scene in Sweden are aware of the rest of the world I would say. People are however generally perhaps a little bit more afraid of making their statements in fashion too obvious, and therefore people in general are well dressed and aware of trends, but tend to look the same as their friends. We have worked on a long term thinking in Berlin. We have never sold out the idea of Odeur and we always carefully choose who we want to work with in order to be presented in a nice way in Berlin. To earn popularity, and perhaps even more important - to be respected - you have to be honest and true to your ideas and products.

What is the inspiration behind your collections?

The collections are always a natural continuation of Odeur. However, we always tend to put up themes for each collection to help our process of creativity. So the inspiration may vary, but you will always feel that each collection comes from Odeur.

Do you have a particular ethos?

We try to work as sustainably as possible in our choice of fabrics and in terms of shipping methods and so on. Also, we never produce more garments than what we get orders on each season. This of course makes it harder for people that really want a product to get it, as it may be sold out. But we would rather work like that than the opposite and get stuck with huge stock quantities. 

Tell us a little bit about your background and personal story.

I am originally from Täfteå, a small village of around 1500 people. It's located just outside of Umeå in the northern part of Sweden. I am a graduate in Graphic Design from Berghs School of Communication in Stockholm where I nowadays also give lectures in visual identity. Today I also work with branding and create visual identities for companies and organisations. But fashion has always been a personal interest since I was a child, and that is why I created Odeur as my examination project at Berghs. It never was supposed to turn into an actual brand, but there was interest from Japan and the rest is history... But I never studied fashion design.

What are your plans for Berlin Fashion Week?

We will participate in the Temporary Showroom event and also take part in the Premium Trade Show between July 2-4. 

Event details here.

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Temporary Showroom

Initially created as a platform to support avant-garde and emerging fashion, there is a strong focus on Scandinavian design at Temporary Showroom, including the ever popular bags by Sandqvist. The support for brands doesn’t end in-store. Temporary Showroom also currently represents Odeur and Ubi Sunt, and the previous season of Côte&Ciel and Wackerhaus in an agency capacity, organising events, showrooms, collaborative projects and shows, here and throughout Europe.

Martin, the founder of Temporary Showroom, and Magdalena, his most knowledgeable assistant, take their passion for innovation in fashion and extend it to a seriously impressive events calendar. Soon they will open a second floor of retail as the home to a new range of high end and exclusive brands, and their upcoming fashion week showcase is something not to be missed. Do yourself a favour and keep an eye on their website and facebook page to stay in the loop.

With the new retail space comes twice as many pieces to browse and a cute little terrace to sip on a freshly brewed coffee while pondering which purchases to make. Customers can make an appointment for a personalised service, which is a good thing considering many people travel from outside Berlin to visit the store and try their favourite pieces. The expertise of the staff is quite phenomenal, so for those who crave details on brands and designers, this is the place for you. 

For a taste of what you will find at Temporary Showroom, check out Henrik Vibskov, Stine Goya, Raphael Hauber, The Local Firm, Augustin Teboul and Damir Doma (and to come for next winter : MM6 Maison Martin Margiela).

Post and detail images by Melissa

Store images courtesy of Temporary Showroom

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VIEWS Collection of the Week by Edie

Follow Edie's lead in getting on board early and creating your own VIEWS collection to share with your friends. You'll be glad you did! 

Download VIEWS now at www.viewsland.com/download.

Acne blouse from Voo Store, Day of the Dead corkscrew from The Optimistic Store, Raphael Hauber jacket from Temporary Showroom and Von Hey necklace from Von Hey.

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Our friend hosted a wonderful party yesterday in Petralona, including drinks in his home and a seated lunch in his adjoining showroom.

I'll refrain from posting the pictures of the 22-kilos of suckling pig, prepared with help from the wonderful local restaurant Therapeftirio.