BU x Sterneküche

Connecting people and brands Using the Mercedes-Benz automobile brand as an example, Marco Ivers has designed a new concept that seeks proximity to a young, innovative and ambitious group of buyers in an unusual way. An innovative restaurant, where young people are. Star cuisine. Cool hospitality by Mercedes Benz. Aimed at 20 to 40 year olds. The aim is to rejuvenate the target group. Young people and the Mercedes brand are to be brought together again. The mobile concept is housed in stacked overseas containers and is designed so that it can be installed anywhere in the world. The aim is to make the Mercedes-Benz brand more appealing to younger people again. To make it tangible and free it from the prejudiced image of a bourgeois brand. The idea is based on visions, not conventions. The interior design is straightforward and clear. An interplay of design classics, art and surfaces.

Young, ambitious chefs and personalities set the tone in the kitchen and impress with interesting new interpretations of classic dishes that they bring into the modern age. The tour starts in the city in early spring, spends the summer on the beaches and visits ski resorts in winter. Not Sylt and St. Moritz, but St. Peter-Ording and Serfaus. In this way, it is also possible to bring the brand to where the potential target groups really live and like to be - not in decentralized car dealerships on the outskirts of cities or in industrial areas. The culinary excursion is accompanied by a shuttle service for new Mercedes-Benz models.

KEY FACTS

• Module: Brand Design Conception

• Lecturers: Alexander Luckow

• Semester: 3rd Semester