This month we catch up with Martin Premuzic, Creative & Managing Director of one of the leading showrooms in Europe, Temporary Showroom.
How did you get started in fashion? 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 not very open 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 me to do, discuss and show art and fashion. 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. Temporaryshowroom.com/shop
What is a designer showroom? It is a space to display the sample collection of a designer for the upcoming season. You always present collections one year in advance. Press are invited to see the collection and write about it to promote future trends and styles that will be available in the shops and streets one year later. Buyers, this means people that own stores or buy for them, place their orders so designers can produce certain amount of pieces that will be delivered later. Stylist also visit Showrooms to pull pieces for photo-shoots, editorials, videos and dressing celebrities.
What kind of brands do you represent? With Temporary Showroom we are always combining the concept store and PR agency work.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. For several seasons, Temporary Showroom has presented the Swedish unisex brand ODEUR Odeur.se. Apart for conducting sales for them, last season we organized a stage presentation at Mercedes Benz Fashion Week Berlin. For the next season, we would like to make a bigger show with ODEUR, hopefully a catwalk show with some surprises. We also started presenting 3.Paradis 3paradis.com, a menswear brand from London with a brilliant future.
What’s the best part of your job? To have the privilege to work with very creative people and be surrounded by beautiful clothes, objects and images.
Do you ever want to run away with the samples? Most of the time! We work with brands we identify with and love to wear.
When it comes to having an eye for fashion, what do you look for when scouting new designers? People come to our store searching for special pieces, so we make a selection that will provide our customers the possibility of making a statement about style. When looking for new designers, we focus on the concept behind the brand. For us it is important that the universe of a brand has an appealing story, concept and static. By this, I mean that not only the clothes are important but also website, Lookbook, campaign images basically their whole image plays a very important role for us.
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 with a different approach especially from London.
Who are some of your favorite finds for 2015? For the next summer, we will bring on board three new British brands: Nasir Mazhar, KTZ and Kit Neale.