PICARD mit „Urban Gardening“-Lounge auf der ILM

For the 156th time, the International Leather Goods Fair (ILM) opened its doors at Messe Offenbach from 3 to 5 September 2022. The leather goods manufacturer PICARD was also on site again and presented the new spring/summer collection 2023.

"Urban Gardening" is the motto of the image campaign for the Spring/Summer 23 collection and this was also creatively staged by the traditional company at its own stand. In addition to the classic setting in which the new models were presented, there was a PICARD lounge in the look of a small city garden. The inspiration came from the trend that has seen a number of urban gardens spring up in many cities in recent years. Just like at the Offenbach trade fair location. "The gardens not only beautify the cityscape, but also offer (city) people the opportunity to get in touch with nature, create space for time out and strengthen the awareness of sustainability," Emine Heuter, Head of Marketing at PICARD Lederwaren, explains the motto of the new season. "Anyone who has ever eaten self-harvested fruit and vegetables knows how much joie de vivre can be found in gardening. And that's exactly what our brand essence is all about: giving joie de vivre!"

For the first time, the new mood images and highlight models were presented to the visitors of the fair within a green city oasis. "ILM is always an important meeting place for us! This year, too, we were able to have inspiring conversations about upcoming trends, innovations and new materials. I am already very excited to see what Edition #157 has in store for us at the beginning of February 2023," says Emine Heuter.

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