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EVENT REPORT

SwimShow Exhibitors Forgo Traditional Booths, Create Pop-Up Boutiques

Exhibitors created pop-up boutiques in place of traditional trade show booths at SwimShow 2010.

Swimwear company A. Che's booth at SwimShow

Photo: Alexis Corchado for BizBash

The Swimwear Association of Florida’s SwimShow 2010, at more than 250,000 square feet the largest swimwear trade show in the country, wrapped up yesterday at the Miami Beach Convention Center. The four-day show attracted about 10 percent fewer buyers and retailers than last year, though final numbers have yet to be determined. The 27th annual event began on Saturday with a presentation by a senior editor from fashion forecasters WGSN Creative Intelligence that afternoon followed by a kickoff event at the Setai that night. On Sunday evening, Centerplate catered a cocktail party and fashion show in one of the center's smaller exhibit halls.

The show's 350 exhibitors, representing more than 2,500 lines, included big names like Ed Hardy, Betsey Johnson, Nike, and O’Neill, as well as smaller brands from around the country. Brands took inspiration from their stores and brand identities when it came to their booth designs, using temporary walls, draping, sofas, chandeliers, and even mini runways to make their space stand out.

Correction: The total square footage of the trade show is 250,000 not 25,000 as originally stated.