This summer’s Johnson & Johnson sponsored studio abroad, TestLab Berlin, is officially up and running. I will be serving as documentarian, which means another summer in Berlin for teachevil. Look forward to following our progress here, or check out our blog for the nitty gritty. Here’s the breakdown of what’s up this time around:
OUR PROJECT:
TestLab Berlin is a progressive educational design studio conceived as a nimble yet strategic outpost of Art Center College of Design’s California campus. The studio provides our art and design students with a culturally immersive experience in the heart of one of the world’s most vibrant metropolises. The “pop-up” studio, located on the Bikini Berlin site, marks the beginning of a three year relationship with Berlin Partner GmbH.
The TestLab model is designed to explore the behavior and opportunities of the city of Berlin and to gain insight through an in-depth research process, applied innovation, and creative prototyping.
In the current project, sponsored by Johnson & Johnson, students will use a toolbox of brands as a way to connect with Millennial Berliners through the five tribes of music, fashion, urban sports, organics, and body modification, exploring the next generation of health and wellness.
OUR LOCATION:
Berlin: Hub of the Creative Class – City of Change.
A relatively small cost of living, paired with a cutting-edge creative scene, makes the city a highly attractive test lab for international brands and institutions. This climate provides an atmosphere of opportunity, resourcefulness, provocative thinking, invention and creative expression.
Our studio location, Bikini Berlin is a pivotal development in the rejuvenation of City West. The project, slated to be finished fall 2012, will bring the buildings—lovingly referred to by locals as “the Bikini”—back to their original splendor by integrating new concepts of retail, restaurant and office space.
by Amelia Stier | filed Brand Lab Berlin, Outside, Travel
Tagged: Berlin Partner GmbH, Bikini Berlin, Johnson & Johnson