The Mercedes-Benz courtesy lounge was busy with local and international journalists at 9am yesterday morning. The opening event for Mercedes-Benz Fashion Week Berlin was a talk on the Power of Visions.
In conversation was leading international photographer, Nick Knight – responsible for the current SLS AMG visual campaign – and Anders Sundt Jensen, Vice President Brand Communications, Mercedes-Benz Cars. The 45 minute session was moderated by Alex Marashian, Editor-at-Large for AnOther Magazine.
The discussion centered around the nature of cutting edge imagery and the inter-relations between Design, Technology and Fashion. Knight explained that the primary motivation for the campaign visual was, „To get people thinking about this car… to get a sense the future has just arrived. For me, the term ‚cutting edge’ indicates something I haven’t seen before. I found the sense of freedom it represents to be seductive – almost like being able to fly.“
designo – Mercedes-Benz bespoke service
designo is the bespoke program for the exterior/ interior of any Mercedes-Benz car. In conjunction with the Mercedes-Benz design studio, they have created a model racetrack environment for Mercedes-Benz Fashion Week Berlin.
Six SLS AMG model cars, scaled to 1: 24, have been built and run on four lanes. The topographic landscape on which the racetrack lies is made from the latest collection of leathers available to designo clients. This unique opportunity invites visitors to interact with the SLS AMG car in a playful manner, whilst receiving valuable insights from the Mercedes-Benz consultants in attendance.
Designers and the GOLDENE KAMERA awards
Mercedes-Benz Fashion Week Berlin brings glamour to the annual prize-giving event, GOLDENE KAMERA by ‚Hörzu’ magazine. This year, the designers were invited to create packaging for each prize – a camera made of gold. Their designs emphasise the relationship between the moving image and fashion. Participating designers and brands include: Allude, CUSTO Barcelona, IC! Berlin, Kilian Kerner, Marcel Ostertag, and Schumacher.
Source: Daimler AG