Design philosophy of “sensual purity”.
Since mid-2008 Gorden Wagener is heading the worldwide operating design unit of Mercedes-Benz and all brands of the Daimler AG. With effect from November 2016 he has been appointed as Chief Design Officer at Executive Vice President level.
For him, design defines brands and a holistic approach is essential. Not only the products but also the brands of Daimler AG must be staged perfectly. Therefore, he and his international team are responsible for the design of all brands and products within Daimler AG, including all cars as well as a holistic corporate design of all brands. The focus is on the Mercedes-Benz brand.
Under his leadership, the new design philosophy of sensual purity, which defines a modern luxury, was created in 2009. It embodies both characteristics „hot“ and „cool“ and thereby expresses an essential aspect of the brand – the bipolarity of emotion and intelligence.