SIMM launches a new image and new lay-out

The fair will move to the odd-numbered halls at Feria de Madrid and feature a new mascot known as ´SIMMY´

A New Image, a New Lay-Out and New Stands These are the general changes that will form the basis of the new SIMM, the Madrid International Fashion Fair, a model that will be launched at the event´s next edition between 31st August and 2nd September. This innovative exhibition approach is the result of IFEMA´s interest in adapting to current circumstances within the world of fashion, a market that has undergone some far-reaching changes in recent years. This new SIMM style will be fronted by the image of SIMMY, a bright, modern and fun girl designed to personify the fair´s development. Within this context of change and innovation, SIMM will occupy all of the odd-numbered halls at Feria de Madrid as of the next edition.

A Concept for Each Style of Women´s Fashion

The organisers of SIMM have been working intensely on the fair´s new lay-out over the last year. This new lay-out will be based on the various different styles of women´s fashion, characterised by the personality and philosophy of life of the wearers themselves, with all of the fair´s different sections being granted the same importance. Furthermore, the organisers have sought to fulfil the expectations of exhibitors, trade buyers and the press regarding SIMM. With this new approach, the fair will seek to ensure that exhibitors are located in an area that matches their product philosophy, that visitors can situate themselves easily during their tour of the exhibitions and that the press can identify the different styles on show at a simple glance.
This new project, which has been developed for IFEMA by the consulting company, Dialogue, will encompass eight concepts, bringing together companies presenting similar fashion styles: GALA, DIVA, PERLAS, ALMA, ETERNA, ALAS, BESOS and LIBRE. GALA will bring together the most elegant, select and exquisite clothing creations, replete with luxury fabrics chosen by designers in order to create the fashion of our dreams. This section will include glamorous creations for party- wear and evening-wear.
DIVA, sensual and exuberant, will present a daring type of fashion, one that seeks to dazzle us. This section will combine a sense of glamour and sophistication with the most daring range of accessories. This exhibition will share space with PERLAS, based on a timeless feminine appeal that seeks to showcase impeccable couture creations and atelier designs. The collections will be based on a series of sober lines, featuring adornments that enrich the designs in order to create the most up-to-date sense of elegance.

ALMA will be divided into four complementary concepts. ALMA AIRE will be presented as a kind of trend workshop for showcasing up-and-coming styles. ALMA ENERGÍA will explore aspects such as shape, volume and fabrics, whilst ALMA TIERRA will present a series of natural textures, intense colours and handcrafted accessories. Finally, ALMA AGUA will recreate the entire universe of fashion designed for the water.

The exhibition on contemporary basics will be presented at ETERNA. The most formal look will be combined with materials such as wool, tweed and woollen cloth in order to create an imperishable type of fashion. For men, ALAS will present a combination of technology, innovative cuts and select materials for creating the most up-to-date suits and all of the essential accessories.

Those interested in an urban appeal, one that is extremely cool and based on the use of denim, will have their own section in LIBRE. Finally, BESOS will be the area where all the trends of the moment are brought together, based on an extensive variety of styles and product philosophies.

Architectural Approach and Simplified Stands

As part of SIMM´s new image, the setting will be designed to adapt to the latest and most innovative trends in architectural applications: art, fashion, etc.. This architectural concept
will be based on a series of sober, harmonious and anonymous volumes, an approach specially designed to focus the limelight on the collections themselves. The lighting will be soft in the corridors. This aspect has also been studied in detail and lighting will be used to create a magical effect, focusing all our attention on the interior of the stands. With regard to the circulation of visitors throughout the halls, the lay-out will seek to ensure flows running in a diagonal and perimetric direction, thus granting equal prominence and importance to all sections of the fair.

The modular stands at SIMM will also change their look in order to create a sense of balance and elegance. The outside of these stands will be made of wood painted in different colours, depending on the section of the fair and the setting that is designed for each edition.