TRADE SHOW
New Beachwear Show Cabana to Launch in Miami Beach
Atrium founder Sam Ben-Avraham and Atrium executive Janet Wong are diving into the swim business with the launch of Cabana, a high-end beachwear trade show debuting in Miami Beach, Fla., in July.
Ben-Avraham is the founder of Project as well as his new show, Liberty Fair, which will launch in New York and Las Vegas this summer.
Cabana will showcase 50 women’s and men’s swim brands, including Mara Hoffman, Tori Praver, Lemlem, Calypso St. Barths, Sundek, Miguelina, Bantu, Venroy, Michelle Jonas Travelwear, Basta Surf, Surf Bazaar and Eugenia Kim.
“In Miami, every cool event happens on the beach,” Ben-Avraham said in a statement. In addition to its flagship New York store, Atrium runs a boutique in Miami.
“We have both spent years running trade shows and shopping trade shows and know what works, what inspires,” Ben-Avraham said.
The July 20–22 show will be held in a tent on the beach between the W Hotel and the Setai in Miami Beach.
“When we thought about starting a beachwear show, it just made sense to house it in a chic, all-white tent on the sand as an alternative to the convention center or a hotel room.
“Innovative brands should be merchandised in a way that emulates the feel of an upscale retailer, not in a typical trade show format, and the attendee experience should parallel what would be expected from the best hotels and restaurants in the world,” Wong said in a statement.
Cabana will also participate in the Fashion Saves runway show at the Soho Beachhouse on July 19. The show helps support underprivileged students in the South Florida area.
For more information, visit www.cabanashow.com.
