"Mercedes-Benz Style" – a unique styling which is not just for cars - PART I


Mercedes-Benz extends its design activities: "Mercedes-Benz Style" – a unique styling which is not just for cars

Stuttgart, Germany, May 04, 2010 – The designers at Mercedes-Benz will be styling other products in future, in addition to creating classic automotive designs. The portfolio of the newly established "Mercedes-Benz Style" division will comprise not only transport-related products, but also furniture and lifestyle products and industrial design.

"Our unique design expertise is appreciated throughout the world. We have therefore decided to establish the Mercedes-Benz specific styling outside the automotive field too – and so far we have met with a very positive response from a great number of manufacturers in a variety of sectors", explains Professor h.c. Gorden Wagener, Head of Design at Mercedes-Benz. Currently the Mercedes-Benz designers are working on styling the exclusive interior appointments of a helicopter, and also the spectacular exterior design of a luxury yacht. The helicopter will be presented as the first product at the European Business Aviation Convention & Exhibition 2010 (EBACE) in Geneva on May 4, 2010.

"Mercedes-Benz Style" undertakes both commissioned work, for which the rights to the styling service are sold to the product manufacturer, and also the allocation of design licences – in which case a product manufacturer will be granted the right to use the styling, but all rights to the styling remain with Mercedes-Benz. In both alternatives it is upon the manufacturer’s discretion whether to label its product with the designation “Mercedes-Benz Style”."Whether we are dealing with commissioned work or will grant licenses, basically the same principle applies: the product and the manufacturer must both match our premium standards and represent innovation, as well as trend-setting, enduring style", explains Gorden Wagener. Just as in the automotive field, the designers place great value on brand-typical, passionate styling for “Mercedes-Benz Style”.

The Mercedes-Benz design division has its headquarters in Sindelfingen, Germany, where a modern design building was completed in 1998 in the vicinity of the Mercedes-Benz Technology Center. In addition there are also four international Advanced Design Studios, located in Italy, Japan, China and the USA. Around 400 members of staff from approximately 20 different nations are employed to undertake a number of different roles relating to the future of design at Mercedes-Benz, and they also provide a wide variety of cultural input into aspects of the design phase. The different cultures help to ensure a diversity of style, which is necessary in order to recognise where automotive design trends are heading years in advance, and also how customer requirements may develop.

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