Seeing a live fashion show or even appearing in one on the catwalk isn’t necessarily what one thinks of while passing through an airport, yet that, along with getting a make-over, and loading up on fashion tips and trends was exactly what passengers and visitors in the check-in area at Düsseldorf International Airport experienced last week.
You’d expect runways at an airport to be filled with airplanes, but runways filled with fashion models inside the terminal building? On Sunday, October 7, 2012, that’s exactly what airport visitors and passengers enjoyed as sponsors unveiled “FashionAirport” at DUS.
The airport terminal at Germany’s Next Generation HubTM, turns into a public event space the first Sunday of each month as part of the DUS event series “Airlebnis” (Air Experience), and October 7 was all about fashion: Passengers and visitors got a look behind the scenes of the fashion world, received expert advice, and even participated as a model for a day.
All across the check-in area were fashion shows, make-over desks, and presentations and consultations by major fashion labels. A highlight was the model search, where visitors could get styled, trained, photographed, and then sent onto the catwalk as real-life models in the fashion shows that took place from 11 am to 6 pm.
Like all events in the series, FashionAirport includes a supplementary program with such perks as special lotteries, free airport tours, and kids’ entertainment.
The airport is at the center of the Rhine Ruhr area, a bustling network of 53 connected cities and 18 million residents within 40 miles. It is the EU’s third largest market in volume and spending and equal to major metropolitan regions like New York, London and Paris. 500,000 companies are located in the area, including 5,000 offices of foreign corporations, the majority from the Netherlands, Japan and the USA. Many major international industry players, including Fujifilm Europe, Nokia Siemens, Novell, Ericsson, McKinsey, and Toshiba, are headquartered in Düsseldorf, which is a first-rate location for high-tech concerns. International presence and fast accessibility – guaranteed by DUS being one of Germany’s major hubs – make the location highly attractive.