“time to rethink – Design Edition” – Now Online at BrauBeviale 2020
10. November 2020
Nuremberg, Germany – At the BrauBeviale 2020 trade fair, bayern design, the State of Bavaria’s center of design competence, will host an entirely digital exhibition for the first time. Small-batch series will be the theme of time to rethink – Design Edition, a showcase of exhibits and videoed interviews with select designers and experts. Small-batch series has been chosen as the focus to demonstrate the important role of this manufacturing approach in the unlocking of new business opportunities. It can help a company test and assess a product’s success and acceptance. To complement the exhibits and models on display, bayern design and NürnbergMesse will introduce the producers and their perspectives. A series of digital lectures will round out bayern design’s program for BrauBeviale 2020.
time to rethink – Design Edition
Small-batch series have evolved from being a playground for impulsive ideas to being an approach that serves strategic purposes in the beverage industry. They facilitate the development of new solutions and disruptive approaches to future-oriented topics and enable companies to devise new value models, cultivate their individual perceived role, and assume social and environmental responsibility. Convincing storytelling, innovative approaches, and the smart use of digitization can contribute to creating new USPs that strengthen a company’s market position sustainably.
From a technological perspective, transferring data from a bottle label to a smartphone is eminently feasible, as can be seen in three of the exhibits. Peter Wills of whiskey distillery Kilchoman of Scotland relies on Near Field Communication (NFC) to provide whiskey aficionados with complementary information and offerings regarding the company’s spirits and the brand. Solutions created with augmented reality are even more spectacular: They bring bottle labels to life in a playful manner and establish a new level of communication between the brand and its customers. While Florian Koller developed his Wien Gin app in cooperation with design students, Nicola Pavesi and his team at Publifarm translated their past experiences with this technology to La Pettegola, a label produced by their long-standing partner, Banfi winery.
For his cutting-edge drinking bottle which self-cleans using UV rays, Justin Wang, CEO of LARQ of California, relied on innovative technological applications as did Marco Graeber of the Berlin-based start-up INURU who presents ways to use OLED technology to print light elements onto labels. Graeber is convinced his labels can be produced cost-efficiently, including in larger series. Martin Gruber and his team at up2u in Nuremberg and product designer Carina Frings of Udo Duo in Cologne have developed whole new sets of go-to products. While up2u launched MuC – my useful cup, a to-go cup which can be flattened for enhanced convenience and to take up less space, Udo Duo eliminated production of a cup entirely and presented a flexible lid that turns any mug into a to-go cup. Jorge Reynoso of E6PR in Mexico City has taken design a step further: His sixpack can-holder is biodegradable and not harmful to animals. As part of a project for an exhibition at the prestigious Die Neue Sammlung – The Design Museum in Munich, Christoph Böninger of Auerberg developed the BOTTLE BOX from the hard wood of oak and spruce trees. Now available in the marketplace, the versatile BOTTLE BOX can be used as a bottle holder, a bottle rack, a stool, or a step stool. The vodka bottle Mark Braun created for Bénazet of Baden-Baden shows that an individualized bottle can be a brand’s iconic USP. The bottle’s form language elegantly reflects the vodka’s production process and also offers details of local architecture. Kevin Roberson and his team at Swig Studio in California not only ventured into designing a new bottle, they completely recreated the brand’s presence and introduced a new material: Bozal Mezcal’s notable ceramic bottle is a reinterpretation of traditional vessels and production methods. As inventors of Letterbox Wine, Santiago Navarro and his team at Garçon Wines see themselves as radical disruptors of the wine market. Made of recycled PET, from the front the new bottle looks like any other bottle but viewed from the side it is obvious the bottle is flat. This allows it to fit through an average British letterbox for more convenient distribution, particularly for online suppliers.
Convincing storytelling was the route taken for the project Trinkt mehr M!LCH by Lisa Reimann (LESS Studio), Silke Philipps-Deters (Designforum Rheinland-Pfalz), and 13 other women who used a deliberately surprising approach to launch a white-wine cuvée originating in Germany’s Rhineland region. The proceeds are being donated to the discovering hands association which educates visually challenged women so they can become tactile medical examiners for breast cancer. Laura Jungmann and glass blower Cornelius Réer of Nuremberg jointly developed the SAMESAME line based on industrial products including regular beer bottles that they transformed and repurposed so the products now tell entirely new stories. The Reservoir series of handmade pitchers and drinking vessels developed by Swiss product designer Dimitri Bähler for Tunisia’s Marlo&Isaure design label also was derived from the form language of industrially manufactured products which then were repurposed. Càntir 2020 is this year’s edition developed for the Museu del càntir in Barcelona. Created by Spanish industrial designer André Ricard, the drinking vessel impressively demonstrates how a century-old object for everyday use can be redesigned and its function enhanced. The outstandingly illustrative Twenty Stories campaign by Caparo Studio of Greece celebrates the 20th anniversary of Lidl Hellas by telling 20 different stories on wine bottle labels. Eva Wünsch took an illustrative approach with her collage style: For the bottled bar she used her gentle and attentive eye on a diverse and diversified society to transform traditional materials. Julie Rutigliano and Fernando Passos of the New York-based agency Jones Knowles Ritchie showed flawless sensitivity to social phenomena: For their #selfiebud campaign they simply mirrored Budweiser bottle labels to enhance their readability on selfies. The campaign for this simple and analogous intervention went viral and was honored with a D&AD Wood Pencil, one of the advertising industry’s most prestigious awards.
bayern design’s series of digital lectures scheduled to take place on Tuesday, November 10, 2020 from 3:00 p.m. to 4:15 p.m., will round out the virtual time to rethink – Design Edition exhibition with live contributions about new fields of action concerning the disciplines of life-centered design, brand design, and materials innovations. Lena Jüngst of air up, Lukas Dudek of taste!, and Aart van Bezooijen of Material Stories will share their expertise and offer insights into their work on design-oriented innovation.