THE AVANT/GARDE DIARIES - TRANSMISSION1
The Mercedes-Benz »Avantgarde Diaries« kicked off last friday at the Berlin Congress Centre (BCC) on Alexanderplatz. Until 17 July 2011, under the direction of fashion designer and curator Raf Simons, artists and trendsetters presented their take on today's and tomorrow's world and engaged in dialogue with experts, as well as the general public. With this event, Mercedes-Benz is provided a creative platform for the discussion of social and contemporary issues relating to art, fashion, music, innovation, trends, culture and the automobile.
»As the inventor of the motor car, Mercedes-Benz has continually honed safety, comfort and driving pleasure through a whole series of innovations, and has created numerous new categories of vehicles in the premium segment. And our new generation of compact cars will be setting new standards in this segment as well,« commented Anders Sundt Jensen, Vice President Brand Communications Mercedes-Benz Cars, at the event's opening. Raf Simons added: »Mercedes-Benz means a great deal to me personally. The brand has been an influence on me since childhood.«
© by BCC / Mercedes-Benz
FIRST WE TAKE BERLIN
As the venue for the first »Avantgarde Diaries« festival, the BCC on Alexanderplatz provided a building that ties in perfectly with the event: a potent symbol of the best in German avantgarde architecture. For three days, this impressive building designed by Bauhaus-influenced architect Hermann Henselmann became the focal point for leading thinkers from both home and abroad. Exhibitions, discussions and performances were hold on the stage, in the lounge and studio as well as in the Showcar Suite.
© by CQC / Mercedes-Benz
DIGITAL INTERVIEW MAGAZINE
Anyone who was unable to attend the events in person can get to meet the protagonists at theavantgardediaries.com. To coincide with the event in Berlin, Mercedes-Benz launched a digital interview magazine, which takes a personal look at innovations, remarkable ideas and people who are influencing style and setting trends. The online format, produced in the heart of New York, presents fascinating stories about inspirational individuals from the worlds of fashion, design, music, film and mobility. Renowned designers, editors in chief, gallery owners, art directors or pop icons will use this space in future to introduce people from their lives whose ideas and work inspire them. For example, gallery owner Johann König encounters the artist Tue Greenfort, and art director Eddie Brennan presents the New York-based contemporary artist Dustin Yellin.
© by Mercedes-Benz / CQC / Mercedes Benz SL500 (owned by Peter Saville)
AHEAD OF ITS TIME FOR THE LAST 125 YEARS
With the »Avantgarde Diaries«, Mercedes-Benz is demonstrating the sustainability of its ambition to lead in automotive culture. Since the days of Carl Benz and Gottlieb Daimler, the Mercedes-Benz brand has constantly been looking to reinvent the car, to further its development in technological terms and to and to create icons that set benchmarks. The 540 K from 1936, the 300 SL gullwing model from 1955, and future classics such as the latest CLS and, from 2012, the sporty new A-Class are just a few examples. The brand with the three-pointed star held Europe's wealthy and aristocratic society in thrall towards the end of the 19th century, and still to this day excites people all over the world. Film directors such as Alfred Hitchcock, renowned artists like Andy Warhol and musicians such as Ringo Starr took inspiration from the Mercedes-Benz star and the vehicles it adorned to create modern-day classics in their respective genres.
Over the course of the company's history, Mercedes-Benz has been able to demonstrate time and time again, in a way that no other automotive brand can, that this is a company that is ahead of its time. Groundbreaking automotive development has, however, always gone hand in hand with the democratisation of technical innovations. With innovations such as the airbag, ABS and ESP®, Mercedes-Benz has always shown the way forward and shaped the entire automotive industry. Although they will have made their debut in luxury-class vehicles, most such safety, comfort and convenience features are now part of the standard specification across all vehicle segments.
The brand picks up on this tradition with the »Avantgarde Diaries« – a response to the major challenges facing the automotive industry. With enthralling vehicles, new mobility concepts and innovative drive technologies, Mercedes-Benz is already rising to these challenges, showing itself at the same time to be a responsible brand that is well prepared for the future.
© by CQC / Mercedes-Benz / 360°/Magis chair by Konstantin Grcic
THE AVANT/GARDE DIARIES Website