Spotlight: Temporary Showroom

Temporary Showroom is a full-service press, PR and sales agency based in Berlin with a focus in fashion. Established in 2006, Temporary Showroom specializes in both upcoming German and young international designers. Unlike traditional PR services, Temporary Showroom provides clients with innovative and unconventional strategies in order to successfully promote clients and create brand awareness. Throughout the years, the agency has successfully presented labels at several tradeshows and has provided fashion show production services to its clients, including those participating in the official Mercedes-Benz Berlin fashion week. Other trade show and fashion events have been held in Düsseldorf, Warsaw and New York.

Martin Premuzic is the creative director of Temporary Showroom.

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Tell us a little bit about yourself and what you do. I was born in the southern part of Germany, in Bavaria and I moved to Berlin in 1997. Bavaria is nice, but it’s a bit conservative and narrow minded when it comes to avant-garde fashion. They say that Munich has the money and no style, but Berlin has the style and the money. I finished my studies in Economics in Berlin, and during my studies I set up the space here. In the beginning it was just a space for friends and I to do, discuss and show art. Once a week we did an exhibition with a little bar aside and with the money that came in we paid the rent. After a while I decided to focus more on fashion and it became successful. 

The agency part of the business began in 2004. Two years later, due to the huge international customer demand, we launched our online shop.

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Photo Credit: Lars Brandt Stisen

What are some recent, upcoming or current projects you are working on? With Temporary Showroom we are always combining the concept store and PR agency work. Last season we organized a stage presentation for the Swedish unisex brand, ODEUR at Mercedes Benz Fashion Week Berlin and an installation of the Swiss menswear designer, Julian Zigerli combined with a special sale in our store.

For the next season, we would like to make a bigger show with ODEUR, hopefully a catwalk show with some surprises, and we are also planning to make launchings of special lines of selected designers in our store.

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Photo Credit: Lars Brandt Stisen

#1 fashion don’t? To follow so much of the trends that you forget who you are.

If you had to explain your work or brand to a stranger, what would you say? Temporary Showroom is not a typical concept store. Apart from selling avant-garde brands like Y-3, MM6, Damir Doma- Silent, Julian Zigerli and Odeur, the store also operates as a press and sales agency that showcases selected brands during Fashion Week Berlin, in fairs like PREMIUM EXHIBITIONS and in the Mercedes Benz Fashion Week tent.

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What is your process like? We visit many fashion week events in Europe in the search of new designers for our store and our agency. Sometimes you get to see a show from a brand, then you would attend the showroom and make your selection. Pictures are very important. Sometimes we work with lookbooks and line sheets, so the way in which designers present their work digitally is very important for us.

What artists or designers are you interested in right now? Temporary Showroom was for very long focused on Scandinavian design; we still carry many Nordic designers like Henrik Vibskov and Stine Goya, but now we are also focusing on other brands. For the next summer, we will bring on board two new British brands: KTZ and Kit Neale. For us, the most important thing is to work with brands with a strong concept and that are visually striking and different, plus we love unisex brands. Customers come to our store searching for special pieces; we make a selection that will provide our customers the possibility of making a statement about style.

Photo Credit: Lars Brandt Stisen

What are you really excited about right now? Berlin Fashion Week 2014 was an exciting time for us, as we turned the store into a showroom and shared the new collection with press representatives and buyers. This is the time of the year when we are literally “TEMPORARY SHOWROOM”. 

What are you listening to right now? IDM, Ambient and Techno are always part of the track-list at Temporary Showroom. Our favorites artists include: Boards of Canada, Biosphere, Aphex Twin and Autechre.

Photo Credit: Lars Brandt Stisen