Capsule

Temporary Showroom Expands

October 15, 2013 BY MAIA SCHOENFELDER

Berlin is home to an extremely creative bunch and a slew of those creatives can be found in one of Berlin's coolest showrooms, Temporary Showroom. When we heard they had expanded we immediately wanted to do some #smallbiz talk with them. We got in touch with the brains behind this beautiful set up to talk interiors, lifestyle, brands, and what it takes to run a fashion showroom in Berlin.

001-02When did Temporary Showroom come to be? / - How long did it take to get to where you are today?

Temporary Showroom evolved very naturally into what it is today. It started as an art gallery run by Martin Premuzic, the owner, and some of his friends. Eventually his friends started their own projects, and Martin still had a contract for the space, so he converted it into a store. At first it was a mix of product design, fashion and art. In 2006, the focus turned more specifically toward fashion, and the store became the Temporary Showroom that you see today: a showroom that specializes in both upcoming German and young international fashion designers.

What is the focus of the showroom?

Temporary Showroom is a full-service press, PR and sales agency based in Berlin with a focus in fashion. It specializes in both upcoming German and young international designers. The idea is to support and to present avant-garde fashion with innovative concepts, through events organization, showrooms,collaboration projects and Studio/Catwalk shows from the presented designers. Temporary Showroom concept store brings together international emerging talents with both young and established designers. In addition to the clothes, you can find shoes, bags and accessories in a minimalistic gallery atmosphere. We are very open to new designers and projects. Recently, we started carrying a few new designers such as MM6-Maison Martin Margiela and United Nude. We are also excited to announce soon we will also begin carrying Y-3, adidas SLVR Collection, and Opening Ceremony. A directory of all of our brands can be found on our website, and we also sell all of our products online in our webshop.

002-02How does Berlin lend a hand to a showroom such as your own?

Berlin is one of the creative capitals of the world. It offers daily inspiration to us and the many creative people living here. We are proud to feature a number of local Berlin designers in our shop, such as Reality Studio, Boessert Schorn, Augustin Teboul, and A.D. Deertz. Every day there are people from all over the world coming through Temporary Showroom, and they give great feedback on all the products we offer. Thus, we can share feedback with the designers we work with and help them grow, so they can continue to create interesting pieces for us to sell. It is a very symbiotic relationship.

What is the neighborhood like? What do you love about it? Hate about it?

Prenzlauer Berg is a beautiful and historic neighborhood that has grown into a famous shopping area. It has a great mix of stores, restaurants and cafes, and it is very convenient to public transportation. It could be compared to Shoreditch in London, or Williamsburg or the Lower East Side in New York City. Although it is a hotspot for tourists, it remains a very quiet and calm neighborhood. It is also home to many pre-war buildings that have been turned into historic monuments. You can find a variety of designer and local boutiques on Kastanienallee, and nearby on Oderberger Straße is a great selection of vintage shops. Of course Tor Straße is a big street for fashion as well, including the flagship store for A.D. Deertz, Happy Shop and No74.

Top ten places for a Berlin bite?

To highlight a few places nearby in Prenzlauer Berg and Mitte: Dudu, 3 Minutes Sur Mer, Pappa e Ciccia, Da Piadina, Chen Che, Mädchenitaliener, and Restauration Tucholsky, for a traditional German meal. There is every kind of international restaurant in this area so we always look forward to eating out.

003-02After work, where do you grab a drink?

Prater is a nice beer garden nearby, and Odessa is a fun place for cocktails. For a more laid back atmosphere we like Cafe Oberholz in Rosenthaler Platz.

Best thing about the fashion scene in Berlin?

The scene in Berlin is true to itself; it is not afraid to be avant-garde or different. It is also very accessible compared to other cities, so it's a great jumping off point for new designers. Here in Berlin, creativity is the priority.

What sets your showroom apart?

The term temporary refers to the transformation from shop to showroom during fashion week in Berlin and other special events held at our location. We are not only a showroom, but also a store and PR agency. During Berlin Fashion Week we present labels as a showroom to buyers and press. The rest of the year we are a normal store. This gives us the unique experience of working with collections through their entire lifecycle, from selling to buyers to interacting with actual customers. In addition, our PR service provides its clients with innovative and unconventional strategies in order to successfully promote and celebrate brand awareness. It is an unconventional approach to PR and sales; we are always conceiving new projects to further promote our brands.004-02