On September 5 and 6, The HUB by AFW returns again at the prime location of Fosbury & Sons Prinsengracht. Showcasing an eclectic mix of designers and brands, this year selected by a jury of industry professionals and in collaboration with Nespresso, The HUB once again promises a dynamic fusion of fashion, art, beauty, and music within a single pop-up concept store. As AFW’s largest public event, it’s packed with AFW Talks, a customisation station, Drinks & Beats, and much more.
Nespresso Talent Support Program
The HUB features a curated selection of brands from The Netherlands and Belgium. This edition, all participating brands will automatically compete in the Nespresso Talent Support Program, which grants the winner a solo spot on the AFW Edition 2025 schedule, powered by Nespresso. Selected by the jury on the 5th of September, the pool of 50 brands, artists and designers will be narrowed down to 10 candidates. Here, the jury and Nespresso bundle their strength and judge each and every participant on the following key values: sustainability, innovation, circularity, originality, and creativity. These requirements will eventually be the deciding factors for receiving the ultimate Nespresso Talent Support Program prize on September 6th. For the first time in four years, The HUB leans on a panel of seven esteemed jury members, all experts in their respected field: Duran Lantink (fashion), Rita Ouédraogo (art), Elza Wandler (accessories), Ida Petersson (luxury buying), Danie Bles (Creative Director AFW), Simone Baltink (Art Director The HUB), and Kika Buhrmann (CEO Nespresso Netherlands).
AFW Talks
The HUB is yet again the official location for the AFW Talks, starting with an AFW Talk about ‘The Artistry Behind Brand Building,’ moderated by Sanne Bolten and featuring Curtis Penning (Avant Arte), David Mahyari (SolidNature), and Abderrahmane Trabsini (Daily Paper). This will be followed by an AFW x Nespresso Talk, where Renée van Wijngaarden (1/0FF) and Kika Buhrmann (Nespresso Netherlands) talk about ‘The Art of Upcycling’ and their collaborative AFW 2024 show. The following day, Nespresso and AFW will host a talk about ‘How to Build a Durable Brand,’ moderated by Ashlee Janelle and featuring Allyson Shiffman (VOGUE Scandinavia), Remco van der Velden (Wild Animals), and Ida Petersson (The Good Egg Agency and form. Browns Fashion).
Brand Activities
Alongside the AFW Talks, The HUB is packed with activations that can be enjoyed throughout the entirety of the two days. Thursday the 5th of September, LINDA. will host a Go and See portfolio day where stylists, photographers and other creatives get the opportunity to present their work to their three different print titles: LINDA., LINDA.meiden and LINDA.loves. Keune is the official AFW 2024 hair partner, offering to style your locks on both days at their hair touch-up station. SF/Collective, the PR company for sustainable brands, returns to The HUB for a second year in a row with a claw machine containing unique prizes. In their repertoire are the brands el.résidu, NUTT, Rhea, De Steek and De Naaierij. Similar to last year, The HUB features a customisation station where customers can get their newly bought items customised. This year, led by De Naaierij and De Steek. Additionally, there will be workshops hosted by el.résidu and De Steek on Friday the 6th of September.
Drinks & Beats
Drinks & Beats will round out The HUB experience, hosted by Fresh ’n Rebel and Atelier Reservé supported by Grey Goose on day one, and by Nespresso serving Nesmas & Beats on day two.
The HUB Merch
On top of the exciting lineup, visitors to The HUB will have the exclusive opportunity to purchase specially designed The HUB merchandise, created just for this event. These unique items include everything from pencils and squishy balls to postcards and stickers, making for perfect mementos of the two-day experience. Be sure to grab your favourite pieces while exploring all that The HUB has to offer.
For more details on The HUB by AFW 2024, make sure to keep an eye on our website and follow us on our socials here.
