When does cool become cult? When does alternative become mainstream? Most importantly, when does a well-kept secret become common knowledge?
Car shows today are, on the whole, about making money. It's about the green, the cheddar, making it big and cropping those dollars. Get in big advertisers, charge high at the door and sell your soul to boost the bottom line.
But there are a handful of shows that still retain their exclusivity, events which hold a special place in your heart, but only for a select band that have breached the inner circle. Edition 38 is one of these shows.
When it started out eight years ago, there was no publicity storm and no ad campaign. Volkswagen fans could miss the show and not even know about it. But if you were in earshot of the right people, you just might be lucky enough to hear a date and, more importantly, an address.
If you went searching on the web pages of circuits or event halls your trail would go cold. Hidden in the Northamptonshire lies a simple field that is graced once a year by the coolest VWs in the UK. Edition 38's choice of venue personifies its low-profile status.
But the problem with secrets is that they often get out, and this year's Edition 38 had a bumper attendance, with the modified Dubs stretching the venue's capacity to bursting.
This poses an interesting question for the organizers. Sure, they have a brilliant, well-respected show - attributes that other shows just can't buy - but what now?
Do they capitalize on the popularity of the event, moving it to a larger venue and reap the rewards of their hard work? Or do the men and women behind Edition 38 hold fast, turn down the halls and stick with the field? Limit visitor numbers and turn passes into golden tickets?
I guess we'll find out at Edition 38 2010. Until then, indulge yourself by checking out the rest of the gallery photos and enjoy the eclectic mix of new and old, subtle and outrageous and everything else that makes this VW show one of the coolest on the planet.
www.edition38.com
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