For them, a holistic approach is essential. Not only the products but also the brands of Daimler AG have to be put in scene perfectly. Therefore, the international team around Head of Design Daimler AG Gorden Wagener is responsible for the design of all brands and products within the company - including all cars as well as a holistic corporate design of all brands. The designers create every touchpoint, where the customers get in contact with the company, and an overall experience at the same time. Their aim is that the company is recognized as a luxury label. As for them, luxury is much more than an automotive statement, it is a lifestyle.
Their focus is on the Mercedes-Benz brand, with the design philosophy of sensual purity which defines a modern luxury. Today luxury means a timelessness that goes beyond mere fashion. True luxury is rare but consequently also highly coveted. There is an increasing desire for emotive, authentic experiences, a paring-down to the essentials. High tech in combination with traditional craftsmanship and genuine pleasure moves more into focus.