Tranoï plans new hybrid showroom format

How does one find brands that the more traditional tradeshows fail to attract? That’s the question that has birthed Tranoï’s newest project. The Paris tradeshow will launch a new format in September during women’s fashion week, in line with its historic tradeshow event. Dubbed ‘Tranoï week’, the new exhibition takes on a hybridation between a tradeshow and showroom 

The VNH gallery which will welcome Tranoï Week in SeptemberGalerie VNH/Eliott Barnes Galerie VNH/Eliott Barnes – Galerie VNH/Eliott Barnes

Tranoï Week will take place over seven days, from September 27 to October 3 — the double to the classic tradeshow. The other change-up for the week will be its super-selectivity: not yet revealing any names, the space will only host 15 design names in the program, which will be selected by a committee with those chosen not being regulars on the tradeshow circuit, said show organisers. 

The new event will take place inside the VNH gallery, in the heart of the Marais, at number 108 rue Vieille-du-Temple. The layout of Tranoï Week, as well as the merchandising proposed by the brands is set to underline a break from the regular tradeshow, to create a point of difference.

The location will also host a function as part of Tranoï, according to organisers. A complementary event, much like the ‘showroom’ model launched last January by fellow Paris tradeshow, Man/Woman.

All the changes certainly serve as a new approach to adapting to the specific needs of certain brands, something now also echoed by Tranoï.

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