Discover a new way of sourcing

All you need to know about the Pop-Up Showroom, a version of allfashion sourcing Cape Town

This new hybrid solution features a pop-up showroom concept to accommodate exhibitors who are unable to participate at a traditional face-to-face exhibition. Understanding the importance of linking local buyers with both local and international products, the pop-up showroom is a display of products to touch and feel without the presence of the exhibitor. Buyers will have access to virtually meet and connect with exhibitors in a safe environment. The virtual platform will remain live for a period of 1 month after the ‘live’ show and the content delivered for the duration of the 3-day seminars will be made available to all attendees who register on the virtual platform.

Event Details

Dates: 19 - 21 October 2021

Times: 09:00 - 16:00 daily

Venue: The Lookout Venue, V&A Waterfront, Cape Town

Benefits of the online platform

Startup and fashion business. Friendly african american woman in glasses sitting at table with laptop
  • Enhances the reach for exhibitors across Africa, or globally
  • Cost effective alternative to traditional exhibition
  • Intelligent matchmaking capabilities – linking relevant buyers to sellers
  • Reduction in other costs – travel, accommodation
  • Allows exhibitors to market their products and services in a cost-effective manner for ‘continuity’ purposes
  • Lasting value for exhibitors – as platform remains live for up to 3 months after the show

Benefits of the pop-up showroom

Style industry
  • Only visitors allowed into the venue
  • No exhibitors on site
  • Only exhibitor products are on display for visitor to source
  • Access controlled with limited visitors per session
  • Visitors can connect with exhibitors via the virtual platform
  • Visitors are able to set up meetings with the dedicated matchmaking team onsite

Personalised Exhibitor Page

Beautiful young woman working in designer studio.

Exhibitors will be able to personalize and add:

  • Company description
  • List products offered
  • Website and other relevant links
  • Embed a promotional video
  • Showcase your product listings
  • Add links to product brochures
  • Set up meetings during the event
  • Review and control meeting calendar as needed
  • Manage company staff (assign admin and team members)

Exhibitor & Visitor Guidelines


Yes. The deadline is no later than Friday, 8 October 2021. Due to the fact that we are setting up stands on behalf of every exhibitor we need to ensure their stock is delivered timeously before the exhibition.  

Messe Frankfurt will be taking the security of all exhibitors goods extremely seriously.  The goods will be checked against a stock list every morning before the show opens and every evening when the show closes. The venue will locked every night with no access until the next morning. During the show hours there will be a number of security officers on site. This event is a by invitation only event so only curated guests will be allowed access to the venue.

Guests will be guided through the venue by a MFSA staff member and security will be continuously roaming every aisle of the exhibition. For exhibitors sending smaller stock items such as jewellery and accessories, we are going to highly encourage these participants to add a lockable display case to their stands for these goods. For larger items these will be secured to the stands so they cannot be removed.

Courier costs will be for the exhibitors own account. We are working closely with our service providers, La Rouxnelle, who will gladly assist you in couriering your goods to the show.

There are no additional fees for the MFSA team to set up your stands on your behalf. Exhibitors from the western cape will be allowed to drop their goods off at the venue to avoid courier charges.

Each stand is 3 meters by 1 meter and comes with either 6 shelves or 6 rails. Hangers are also included in the stand fee. It is up to every exhibitor to determine how much stock they would like to send. We are not limiting exhibitors on the amount of stock they can send.

Visitors can scan a QR code which will be prominently displayed on every exhibitors stand. This QR code will take a visitor directly to the exhibitors virtual page. From there a visitor can show interest in a particular product or set up a virtual matchmaking meeting with a specific client.

Exhibitors will be able to download reports of all visitors who clicked onto their virtual page, who has requested meetings with them and who has shown interest in their particular products. There will also be a MFSA team on site to assist all visitors will setting up meetings or getting in contact with particular clients.

Yes. Once a visitor has scanned the QR code linking back to an exhibitors virtual page they will be able to set up virtual matchmaking meetings and chat with any exhibitors.

Exhibitors will be able to receive the contact details of the visitors who consent to their contact information being shared on the virtual platform.

Yes, you can chat using the platforms messenger tool or video chat.

Yes, you may add unlimited brand representatives to your company profile.

No. However, you will still be able to arrange business meetings but orders should be placed directly through the exhibitor, outside of the virtual platform.

Yes, sponsorships are highly recommended to maximize your presence.

Join the Pop-Up Showroom

For exhibitors

Become an exhibitor

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For visitors



Register to attend

For media

Press releases and latest news

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