Berlin is one of the capital cities with the most character, and not just because of its explosive history. A crucial venue for contemporary and street art, it stands out for its ability to reinvent itself and function as a reference point in innovation and design.
Between the 4th and the 10th of June, the students of the Master of Communication Design Labs and the Master of Strategic Design Labs visited Berlin. It was an experience full of workshops and visits to agencies, museums, creative consultancy firms, etc. and they visited all the hot spots in the city, which have become a source of inspiration and an example for the most innovative creative trends.
VISITS TO AGENCIES
AKQA was at the heart of one the busiest and most inspiring mornings, and shared with the students their main philosophy: The future inspires us. We work to inspire. This renowned international agency, which specialises in interactive marketing, presented the keys to continue to grow in the current context, by creating a new kind of agency where innovation is the main pillar.
DDB Tribal, which belongs to one of the world’s largest networks of creative agencies, displayed its passion for atypical solutions and shared its philosophy for the creation of long-term brand value, which is based on a clear concept: big ideas must stay simple.
Several German agencies served as examples of multidisciplinary groups which have found a niche by committing to powerful creative concepts. ART+COM, a team of designers and architects based in Berlin, spoke to the IED Madrid students about the way they come up with original projects which pave the way for the future of communications. The Weiss-Heiten team shared its knowledge on visual communication based on the search of innovative and intelligent solutions. On the other hand, Dark Horse, a creative and interdisciplinary consultancy firm, shared its way of working jointly with companies and organisations in order to anchor culture to innovation.
THE MOST CREATIVE BERLIN
The students of the Masters of Design and Innovation had the chance the visit the presentations of the new products, prototypes and innovative concepts that will set the trend this season, with DMY, an international platform on contemporary design, specialisation in architecture, interior and product design.
Only a city like Berlin could combine sober industrial architecture with the most suggestive design. An example of this is the Nhow Hotel, where students had the chance to examine the building’s courageous commitment to an unconventional design which serves as inspiration to musicians and travellers.
The most cultural visit was to the Hamburger Bahnhof Museum, a landmark in German contemporary art, built in a former train station which was renovated to house works from a range of artistic disciplines, with pieces by Warhol, Lichtenstein and Joseph Beuys.
Program Leader: Toni Segarra & Carlos Barrabés.
Start: 29th of January, 2013. The registration period is open.
End: December, 2013 (August: holidays).
Schedule: Monday to Friday, full time.
Language: the lessons are taught in Spanish and/or English
This post is also available in: Spanish