PROJECT History

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The Company Description of Its Time

Launched in 2003 and held bi-annually in New York and Las Vegas, PROJECT is the foremost premium and contemporary global tradeshow where the best of the best gather to show, buy, network and define next year's trends. A trade show files in this directory among company names because, for the brands that exhibit and the retailers who buy, the show itself is a company-sized fact of the industry year: two cities, twice a year, and a floor on which next season's rails are decided. Now more than ever, the historical record continues, sportswear collections are becoming more luxurious in nature, and shoppers crave refined, sophisticated and modern takes on contemporary silhouettes, in fabrications at once lush, edgy and comfortable.

Strictly Juried, Personally Selected

PROJECT is strictly juried. Sam Ben-Avraham, Project's founder and president and owner of Atrium, one of New York City's most innovative boutiques, uses his keen eye for trends and quality to personally select each participating brand, show after show. That single-curator model is the show's whole argument: in a market with more brands than any buyer can visit, the value of a tradeshow is the exclusion as much as the invitation. A retailer walking this floor is buying the founder's editing before buying any exhibitor's line, and the filing presents that editing as a retailer's judgment, since Ben-Avraham's authority is grounded in running a boutique, not in running exhibition halls.

The same retailer's perspective governs the floor itself. Sam Ben-Avraham draws on his years of successful experience as a retailer and fashion expert to merchandise the show's exhibitors, creating the layout for retailers and fashion editors to shop the show in a creative and cohesive manner. All furniture, fixtures and design elements are custom built to capture the look and feel of the show: the gleaming aluminum framework and subtle translucent walls create an open and airy environment that allows merchandise to shine, spaces are uniform, and signage is strictly limited so that the product can speak for itself. Uniform spaces are a fairness policy disguised as a design choice, because no exhibitor can buy a louder booth than its neighbour.

Vibe and Customer Service, Included in the Price

The show's atmosphere is filed as a deliberate product. Revolutionizing the traditional, the PROJECT Global Tradeshow creates an atmosphere and landscape that reflect the taste, vibe and spirit of the premium contemporary market, unique, stylish and professional, with a philosophy and aesthetic stemming from the buyer's perspective. Through a sound system, a staff who lives the life, interactive elements, of-the-moment colors and textures and the latest electronic accoutrements, PROJECT conveys the style of its trendsetting clientele, all while maintaining an intimate and professional atmosphere that facilitates both easy communication and serious business. Atmosphere, in this account, is not decoration around the commerce; it is how a premium market recognizes itself in a room.

At PROJECT, they provide their clients with everything necessary for the complete show experience at no additional fee. Exhibitors simply show up with product and hangers and they do the rest, with expert customer service staff assisting the client from start to finish, and complimentary goods and services allowing vendors to create a personalized, home-away-from-home environment. That promise completes the filing's picture of a show run from the exhibitor's and buyer's side of the table rather than the organizer's. This page's kept links carry the historical record's onward routes to fashion jobs, fashion event news and the Apparel Search trade shows directory, and its two external show links are carried in the references below; the boilerplate fashion models link found on the historical record is not carried, per this directory's standing precedent.

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