Blog

Name: The Ground
Start: 2022-07-07
End: 2022-07-09
Location: Messe Berlin

GOOD VIBES ONLY!

July 07, 2022

Premium Group celebrates the successful opening of the new event cosmos with 2 trade fairs, 1 festival, 3 conferences, over 800 brands and over 50 talks with 85 experts in Berlin

“BERLIN, TO ME, IS SEXY.”

July 04, 2022

Not kidding! The Meme Queen of New York Patia, from @patiasfantasyworld, will be at The Ground this week. Come witness her first ever live interview in Berlin, as she will answer questions surrounding all things social media related and so much more. The interview will be conducted by Berlin native and hilarious multi-hyphenate creative Fania. Here’s a little preview…

Bucket hats & hip hop

June 29, 2022

Since Kerstin Weng took over as head of editorial content, the German edition of VOGUE is becoming more and more popular. Although Kerstin only started a few months ago, she has already given the magazine its very own new character. Kerstin Weng is a fan of real stories with strong characters who are allowed to have rough edges. Her direction of content is deep, diverse and quite courageous.

On The Ground with… Karl Kani

June 27, 2022

Karl Kani has truly gone from rags to riches. And he’s a guy of many firsts: the first to develop the baggy jean concept, the first urban fashion entrepreneur to employ an all-black sales force and the first designer to host a show at the White House during President Bill Clinton's term – as mentioned in the company’s bio. Karl Kani now finds himself founder, CEO and designer of a billion dollar fashion empire. From 7 - 9 July, visitors can see his latest creations at The Ground in a brand pop-up with a spectacular live-performance by Ski Aggu, Xaver and Kaz. We had the honor of being able to ask Karl Kani a few questions in advance…

Pink. Punk. Pop.

June 24, 2022

OMG! The already glamorous 'Larger Than Life Ball' by the House of Gorgeous Gucci becomes even more glamorous now that we can call the fantastic GLAMOUR magazine our media partner. But that's not all: the GLAMOUR team will also be present with a pop-up booth at The Ground, where visitors can film TikTok and Insta videos in a super cool 360° spinner. We met Chief Creative Director Georg Wittmann (he/him) before and asked him to give us some GLAMOURous insights.

This summer we want, we need, we must set a huge sign for peace!

June 21, 2022

Sure. The Ground is about style and culture. About communities and content creators. About fun and entertainment. About having a good time. But it is even more important for us to stand for something. To carry our values out into the world. To tackle things, to change them and to make them better. We believe in togetherness.

On The Ground with… The House of Gorgeous Gucci

June 17, 2022

As the crew will present their gorgeousness during the Larger than Life Ball at The Ground (Saturday, 9 July 3pm), we wanted to get to know them better and grabbed dancers Ambrosia and Lucy for some questions.

Platte hits The Ground!

May 27, 2022

PLATTE, the hottest new community for creatives and fashion in Berlin, is joining forces with Berlin's hottest new D2C festival, 'The Ground – a Celebration of Style & Culture', premiering this summer from 7 – 9 July. The communities of The Ground and PLATTE will open the festival together with a big parade through Berlin. During the event, PLATTE will team up with stylists and artists from Berlin to create unique festival looks from upcycled fashion pieces.

VICE to meet you!

May 20, 2022

We are very excited to announce that we have the brilliant people from VICE on board as The Ground’s media partners from 7 - 9 July. Our favourite next-gen news and entertainment platform whose team mates always push the status quo - in their lives and in the world - will be at our festival and celebrate style & culture with us! Join us this summer at The Ground and check out the VICE pop-up world and hear their exclusive panel talk on our stage! Today, we introduce Tim Geyer, Deputy Editor-in-Chief (DACH) of VICE who writes about drug policy, crime and social issues. With us, he talks about coffee, critics and a caring community.

THE TIME IS NOW! Premium Group reveals the first highlights of the new event cosmos in July

May 19, 2022

Brands, collections, stores, talks, action, live entertainment, metaverse: The new Premium Group event cosmos in Berlin is becoming a melting pot for B2B and D2C, for fashion and consumer culture, for today and tomorrow. Everyone wants to participate. Everyone talks about it. An update.

“Amazing vintage gems, good vibes and education”

May 13, 2022

Welcome on board! From 7-9 July, the iconic vintage store chain Vino Kilo will bring some real treasures to The Ground at Messe Berlin with their second love vintage market including fun personalisation and upcycling workshops. We asked founder Robin Balser about his inner drive, some good life hacks and his favourite summer outfit.

ABOUT THE GROUND

May 10, 2022

The Ground is a new D2C festival where the best of fashion, lifestyle, culture, and diverse perspectives are merged. It was founded to bring brands and consumers together to build a better future through celebration and collective action. The Ground invites fashion lovers from across Europe to experience innovative brand pop-ups with stories and collections, panel talks, live music, physical and mental health activations, and even step inside the Metaverse.

PREMIUM GROUP REVEALS DETAILS OF THE NEW EVENT COSMOS IN BERLIN

March 14, 2022

Berlin, March 14, 2022. For the summer events at the Messe Berlin the Premium Group is relying on a completely new mix of fashion, business, content and entertainment.

PREMIUM GROUP and Shows

PREMIUM GROUP organises two international fashion trade shows, a content space on the future of fashion and a new festival for style & culture from 7 - 9 July 2022 in Berlin.

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