Fresh Eyes Berlin: The Capital as a Global Brand, Opening Reception March 15, 2007

Although Berlin has established an international reputation as a metropolis of the arts and of contemporary culture and subculture, the city’s image abroad as an attractive and creative business location remains sketchy so far.
The German capital offers unique opportunities, especially to members of creative industries: a cosmopolitan melting pot of ideas with a remarkably low cost of living.

Last September, 14 students from Art Center College of Design set off to translate Berlin’s enormous potential to the international community.
They took a FRESH LOOK at Berlin and investigated the capital from an international background, molding their findings into messages, that can be communicated globally.

The results of the 14-week project were exhibited in Berlin on December 5. The show, an immersive Berlin experience consisting of film, animation, electronic interfaces, large-scale graphics and reference object, opens at the Goethe Institut Los Angeles on March 15, and highlights once again the special Sister City Relationship between the two international hotspots of creativity Berlin and Los Angeles.

Read more about the project on the official website:
www.fresheyesberlin.com

The program was conceived and directed by Nick Hafermaas, Head of Graphic Design Department and David Mocarski/ Environmental Design Department

FRESH EYES is cosponsored by the Goethe-Institut (Berlin and Los Angeles), MTV Europe, Lufthansa, Berlin.de, DaimlerChrysler, Triad Berlin, STAEDLTLER, Inc. C|O Berlin and Art Center College of Design

Official Website: http://www.goethe.de/ins/us/los/kue/en1983204.htm