Praterinsel by Petra Esparza McAlpine
"There is room for everyone"
With a curated exhibition of 35 premium and luxury brands, Petra Esparza McAlpine has created a special meeting place on Praterinsel. The concept is convincing, the industry meets. What's the secret?
Interview: Nicoletta Schaper. Photos: Petra Esparza McAlpine
Petra, you established a new format for the order phase in Munich with the Praterinsel. What was your aim?
Petra Esparza McAlpine, organizer: I want to inspire visitors - I want them to come in and think: Wow! We exhibitors not only share spaces, but also common values: quality, authenticity, creativity. Our aim is to create experiences in the premium and luxury segment for a community that seeks and lives exactly that.
Critically asked: Isn't the Praterinsel also competition for existing formats in Munich?
On the contrary. We deliberately show at the same time as other events. Our approach? Cooperation instead of competition. Praterinsel is our contribution to the industry. We believe that we can strengthen each other. There is room for everyone! In addition, the central location of Praterinsel allows customers to reach other showrooms and trade fairs quickly.
What specifically are you doing differently?
On the one hand, the Praterinsel offers a unique backdrop. For example, brands such as Rossi, Simkhai, Stouls, Ancient Greek Sandals, Vanessa Baroni and Jérôme Dreyfuss show their collections on 1,500 square meters over two floors. Careful curation allows our brands to unfold their full radiance. The decisive factor is that each brand can present its own world, with its own personality. Even when it comes to the interior design, we leave nothing to chance. The whole thing is complemented by young art that provides additional inspiration, as well as trees and plants that bring life and energy. Perhaps this is precisely our USP: we create an inspiring place with a warm atmosphere where you can discover without any pressure, but also order with focus. This combination is rare.
