Superstore is a fusion of a pocket size design department store and a miniature museum containing a special selection of innovative, mostly dutch, fashion and design products. the concept evolves around creativity, relaxed shopping, entertainment and being seriously informed on leading developments in the area of style and design. this inter-disciplinary initiative presents in addition to established names, new talents, monumental unique pieces and mass production fit for a museum.

Modefabriek celebrated its 20th edition marking its 10-year anniversary. A extra festive fair programme had been put together for these anniversary events: big names on the catwalk (including Hans Ubbink, Levi’s, Bruuns Bazaar and Mads Nørgaard), high-profile exhibitions and inspiring presentations. The fair floor was also extended to include Fashion Items – a fair for high-end jewellery labels that perfectly complements the standards and objectives of the modefabriek. The summer fair alone attracted a record number of visitors totalling 11,000.

My presentation is a kind of a ‘flashmob’ presentation since only three weeks ago I decided had to show my design in Milan. Dutch television picked up my ‘guerilla’ action and is following me in his unconventional ‘road to Milan’. Haha!