Berlin Congress Center
18 Jul. 2011
MERCEDES-BENZ REACHES OUT FOR THE DESIGN AVANT-GARDEJust one week after Mercedes-Benz Fashion Week Berlin has closed its doors, the German automobile company launched another design event in the German capital: With the ‘Avantgarde Diaries – Transmission1’ festival (July 15-17), a creative platform was installed at the Berlin Congress Center that featured pieces of work of several international artists and musicians such as art director, Peter Saville, Belgian artist, Peter de Potter, and UK band These New Puritans. Curator of the event hosted by Mercedes-Benz was Belgian designer Raf Simons. Unlike Mercedes-Benz Fashion Week, the design festival and exhibition was mostly open to the public.
Simultaneously to the event, an internet interview magazine on theavantgardediaries.com with weekly updates produced in New York City was launched that as well serves as a platform where artists and designers are introduced.
“Today we have to deal with very fragmented markets and, therefore, we create different events and concepts to reach different target groups. Obviously, with an initiative such as the Avantgarde Diaries we address a young, progressive, fashion-minded crowd and so-called opinion leaders,” says Anders Sundt Jensen, Head of Brand Communication Mercedes-Benz Cars.
art installation by Dutch artist Germaine Kruip
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