Mercedes-Benz design competition accompanies GLK market launch: Istituto Marangoni wins the European competition “The design:project”


Stuttgart, Germany, Sep 25, 2008

* Presentation of Mercedes-Benz GLK and ceremony honoring the design works in Stuttgart

* 1st Prize goes to Istituto Marangoni, Milan

* Prize for best design object goes to Istituto Europeo di Design Barcelona

The European competition “The design:project” concluded on Tuesday, September 23, 2008, with an exclusive vernissage. The new Mercedes-Benz GLK served as the source of inspiration for the interdisciplinary creations submitted by the six participating design institutes. Chaired by the long-standing chief designer at Mercedes-Benz, Prof. Peter Pfeiffer, the jury of renowned experts presented two prizes.

“It is impressive to see how the Mercedes-Benz GLK’s striking design vocabulary inspired the designers - and also how they gave it a fresh interpretation,” said Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Cars. “‘The design:project’ enabled us here at Mercedes-Benz to make personal contact with a young, design-oriented target group.”

The prize of €10,000 for the most comprehensively implemented design concept went to the Istituto Marangoni, Milan. The ten students - in the disciplines of fashion, product design, and photography - interpreted design elements of the Mercedes-Benz GLK as objects from everyday life. In a fashion shoot setting, these design items were then presented in a novel way as objects of desire. “The Milan students succeeded in creating a multifaceted reinterpretation of the Mercedes-Benz GLK design language,” said the jury members - designers Fiona Swarovski-Grasser and Werner Baldessarini, A&W Editor in Chief Barbara Friedrich, and Wallpaper magazine’s Editorial Director Richard Cook.

The work submitted by the Istituto Europeo di Design Barcelona was honored with the prize of €5,000 for the best individual design object. The 15 talented young designers created an installation that reflects the striking lines of the new SUV from the Stuttgart-based automaker. “The architecture of the exhibit corresponds to the GLK’s characteristic design,” concluded the members of the jury.

In spring of 2008, Mercedes-Benz called on six European design institutes to engage in an in-depth study of the Mercedes-Benz GLK. Inspired by the vehicle’s exciting design, the students worked in interdisciplinary teams, producing creations ranging from fashion to product design and photography to installations. In June and July, design aficionados were given an opportunity to observe the young designers’ creative process at the respective work sites. The project concluded with the vernissage and the award ceremony honoring the submitted works. The GLK special website - - features film clips offering insights into the project.

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