Hub Culture and Sportmax Announce New York Pavilion / Hub New York / News

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13th Feb 2010

Hub Culture and Sportmax Announce New York Pavilion

**Social network, virtual currency, real fashion

** First fashion label to feature ready to wear with a virtual currency

** Showroom focus on emerging local New York furniture designers from Voos Furniture and TRACE Furniture

**Groundbreaking collaboration to provide workspace, wifi, meetings and events for global fashion community

http://hub.vg/nyc http://hubculture.com/press http://hub.vg/globalfashion advance photos: http://flickr.com/hubculture Twitter: @HubNewYork @hubculture

Sportmax and Hub Culture are pleased to announce the opening of the 2010 New York City Pavilion, a partnership developed between the two companies for the benefit of the global fashion and style community. The Hub Culture Pavilion with Sportmax is designed to enable collaboration for those involved in New York Fashion Week F/W 2010 and to those interested in the global world of fashion.

The Pavilion experience is open 13 February to 11 March, 2010, and arrives set against the backdrop of an invigorated and expanded 2010 Mercedes-Benz Fashion Week, New York, now more widely distributed across the city.

Strategically located inside the Sportmax flagship at 450 West Broadway in Soho, the Pavilion offers a range of services for HubCulture.com members, Sportmax clients and the fashion community, including work and meeting space, wifi, private briefings and events, evening receptions and critical support services - ranging from printing and reservations to services from curated partners.

Technology projections in the space will link a global agenda of fashion, delivering looks and social media information from London, Milan and Paris Fashion Weeks later in February and March. All services and transactions at the Pavilion are conducted in Ven, the world's first digital social currency, and the operating currency of all Pavilions worldwide. In a global first, selections from the current Sportmax ready to wear collection will be available online and at the Pavilion in Ven, marking the first time a real fashion collection has been priced in a virtual currency offline.

An emphasis on up and coming local featured furniture designers is evident, led by collaboration with Brooklyn based Voos Furniture (Serap Demirag) and TRACE Furniture (Basil Bouris and Lana Bernberg). Local New York designers selected for the showroom aspect of the Pavilion include Deger Cengiz, Eric Weil, Francois Chambard, Daniel Michalik, Basil Bouris and Julian Lwin. All designer pieces featured at the Pavilion are available for purchase using the virtual currency, Ven.

Collective, collaborative action is a major theme of the Hub Culture Pavilion with Sportmax. In addition to content from the global fashion agenda, the Pavilion is available for the fashion community visiting New York to engage and connect, creating new futures and opportunities by mixing together in new and unexpected ways.

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