‘‘When two innovative minds combine and integrate their design philosophies,
they begin a journey driven by mindful choices and emerging technology.
Experience sustainable luxury and breath in sensual design.
German production methods mastered and developed over decades,
bring you uncompromising comfort and seamless aesthetics.
A re-imagined power source guided by the future.
Mercedes Benz l ic! berlin
Experience the future of eyewear.’’
ic! berlin x Mercedes-Benz
Tags: Product Design, Creative Direction, Production
Tags: Product Design, Creative Direction, Production
THE CHALLENGE
To lead the design process of a series of eyewear collections in collaboration with Mercedes-Benz. Styles that are inspired by the sensual design philosophy of MB and the clean purist approach to eyewear design of ic! berlin. The frames would be sold internationally by authorized dealers.
Then to conceptualise and direct a duo of photoshoots showcasing the projects within a studio environment using the latest EQ range to help bring alive the collections under the narrative of Sustainable Luxury. The content would be used in optical stores globally and online for website and socials.
EYEWEAR DESIGN
The driving force of the design process was to encapsulate the design language the new EQ range in the eyewear pieces. Drawing inspiration from the exterior and interior of the automobiles, where the materials are closely connected with technology and seamless contouring. Lens shapes were inspired by the headlights and vents, where patterns like the reimagined star pattern on the lens of the concept piece is brought from the new corporate pattern by MB. In total 4 Sun styles and 4 correctional frames were Designed for the collab all featuring lens technology to enhance the driving experience.
CAMPAIGN CONCEPT
We casted strong characters with unique features to ensure a diverse range of looks were possible. The styling was distinctive and tasteful with the aim to appeal to the younger professional of all genders. A cinematic atmosphere was created with the lighting and props giving the imagery a cinematic feel to it, the narrative of a journey taking place that is a meaningful one. The idea of being transported using the eyewear as a key tool in the process.
‘‘The driving force of the design process was to encapsulate the design language the new EQ range in the eyewear pieces’’.
