Concept and visual identity
Mercedes-Benz wanted to connect more with millennials. Our job was therefore not to sell cars tomorrow, but to find an honest and relevant way to reach a culturally aware young audience. We wanted to turn a static sponsor into an active culture catalyst.
Experiments are the first step on the road to excellence. Not only when you design cars, but in all aspects of life. Together with Mercedes we therefore created the culture lab, Prxjects, that helps artist evolve were market powers don’t do the job.
The lab is driven by visions rather than reaching the top of the charts. Mercedes have so far created ambitious and trailblazing experiments together with artists such as Kenton Slash Demon, Soleima, Coco and August Rosenbaum.
The project was developed with, and is now run by, Emil Wilk.