Major changes will see exhibition area split into three categories.

Advanstar takes wraps off new-look BLE 2013 floorplan

Advanstar has unveiled the much talked about changes to the floorplan for Brand Licensing Europe 2013.

This year the showfloor will be merchandised into three distinct areas, reflecting the three most important vertical categories in the licensing industry – Brands; Art, Design & Image; and Character & Entertainment.

Dedicated areas, in the newly renovated West Hall and on the gallery level, have been created for Brands and Art, Design & Image, while Character & Entertainment will remain on the ground floor.

Each of the three areas will have their own distinct feel and treatment, allowing visitors to navigate around the show more easily. Distinctions will be achieved with branding techniques, as well as the addition of two new staircases that will take visitors from the centre of the ground floor directly to the West Hall and gallery.

BLE will also run tailored marketing programmes for each of the three new areas.

This year will also see the introduction of a number of new features, including The Brands Bar and Meeting Place, The Brand Experience Theatre, a new and improved Art & Design Café and brand installations showcasing licensed products.

"Long-term partners of Brand Licensing know that the BLE team thinks long and hard before making changes to this event," said Darren Brechin, BLE’s event director. "Last year nearly ten thousand people walked through the doors and we feel this is absolutely the right moment to separate the show into vertical areas to make it easier for visitors to find companies they want to see.

"Importantly it also allows us to drill down into these sectors to attract new visitors and exhibitors."

Brand Licensing Europe 2013 takes place from October 15th to 17th at London’s Olympia. For more information, simply click on this link.

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