At the heart of NEUDEUTSCH is the idea of cultural pluralism enriching German design language through diverse and inventive talent. The concept of the collective is to give a stage to new-wave design aesthetes and creatives who overcast the outdated cliché of German design being purely functional and one-directional.
Germany is a key market for a significant proportion of brands showcasing with us at CIFF, and CIFF is increasingly becoming the show of choice for German brands looking to expand internationally.
Overall, it's been the personal appreciation and admiration for new-wave German creatives and their work. I had the impression that so many German creatives are noticeably proving lately, that what we all perceived as 'one-dimensional' and 'purely functional' in German design has evolved into so much more.
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