Auteur/autrice : Newsroom

«Today, design has become incredibly important because it’s one of the most immediate ways people connect with a product. Products are no longer just about technical innovation — design plays a decisive role in why someone chooses to buy something. Over the past few decades, design has evolved from being a sub-department to a strategic division that reports directly to the executive board. This shift highlights how central design is to major brands’ overall strategy. The designer’s role has expanded beyond simply creating forms to developing distinctive aesthetics and a cultural language that gives products a unique identity»

People long for authenticity more than ever – it seems to be the idea of something genuine that resonates more broadly. Brands need to look into what is authentic for them and interpret it in the current context.

Another major challenge is avoiding the “sameness” that may result from overreliance on AI. Real innovation stems from original ideas, not just pressing a button and letting software do the work. Additionally, it’s easy to create complexity, but the real challenge lies in simplification and reduction. This is what gives design its lasting value and timelessness.

Cultural exchange is key in order to stay ahead of the curve and to create outstanding designs. The ability to truly learn from the people who make the products—visiting workshops, observing production processes, and listening to those who work with the materials every day. Material innovation cannot come from a computer screen alone. Physically working with materials and building things by hand gives rise to shapes and solutions with a different soul. Meaningful and authentic design begins from this hands-on experience, and it is this approach that allows a brand to stand out and thrive even in uncertain market conditions.

Read the full conversation here:

https://www.ic-berlin.com/journal/ic-berlin-im-gesprach-mit-martin-bremer-designer-und-denker-hinter-den-marken-der-mercedes-benz-group/

National Sunglasses Day launched in 2009 to celebrate the iconic accessory and, more importantly, to spotlight its role in defending eye health against UV damage. Since then, it’s become a key awareness moment each year, reinforcing the message that UV protection is a daily necessity – not just a seasonal consideration. Through national campaigns and an expansive toolkit of free resources for retailers, eye care providers, educators, and media, The Vision Council works to make accurate, accessible information available to the public. This year, we’re also hosting an exclusive media event in New York City to elevate the conversation and bring even greater attention to the cause.

Start with protection. The most important feature to look for is a label that reads “100% UV protection”. Next, think about practicality and fit. Consider where and how you’ll use them – commuting, driving, hiking, or lounging at the beach – and choose lenses and frames that match your needs. Of course, sunglasses are also a reflection of personal style, so whether you’re going bold or understated, the best pair is one you’ll actually wear every day.

Our partnership with Marcolin is rooted in shared values: craftsmanship, innovation, and a deep understanding of the consumer. Their legacy in developing fashion-forward, high-performance eyewear makes them an ideal collaborator as we work to raise awareness about the importance of UV protection. Marcolin’s continuing emphasis on sustainability is a great example of how, much like The Vision Council, the company is constantly evolving and modernizing with a clear vision and mission. We’re especially grateful for their support as a Visionary Sponsor of The Vision Council Foundation, helping us expand the reach of National Sunglasses Day and reinforce the idea that eyewear plays a vital role in both health and self-expression.

«Absolutely yes, in my opinion. In my fashion shoots, I always try to create a moodboard, a narrative that gives soul to the story, I never start from the product itself. This kind of perspective helps build a community that shares the same values even before a garment or accessory comes into play».

«I tried to reflect on these concepts on a personal level, choosing to anchor them in everyday life. Hence, the gusto of some basic Mediterranean ingredients, like olive oil and bread; the transparency of a thin sheet of plastic wrapping flowers; and the luxury of a bouquet glimpsed through the rear-view mirror of a car stuck in Milan’s traffic. Flowers are a recurring theme in my work, and in this case, I wanted to play with the contrast between the chaos of the city and the quiet beauty of nature brought inside a car’s cabin».

«Definitely the one with the ice necklace. I hadn’t taken into account that ice burns when in contact with skin, it made things a bit difficult for the model. While small ‘imperfections’ like burnt bread, a blur, a droplet, or something slightly out of place are intentional and part of my style, almost a ‘signature’, they allow me to bring out a human, imperfect side, even in commercial shots».

«Personally, I find this approach extremely interesting, bold, and definitely innovative. Focusing on atmospheres, emotions, and the imagery surrounding a product – without actually showing it – means telling a stronger story, one that makes the product itself much more intriguing and desirable. In this case, since we were talking about sunglasses, it was inevitable to dive into themes of travel, discovery, and immersion in nature».

«For gusto, I focused on the values of “Italian gusto” – made of simple, everyday things that, perhaps precisely for that reason, are extremely poetic and possess their own elegance. I tried to highlight ordinary household objects and, through a play of mirrors, reflections, and transparencies, I gave these objects a new story, a new dimension. The same goes for the concepts of transparency and quiet luxury, which I translated by playing extensively with light, reflections, and shadows. For quiet luxury in particular, warm light allowed me to capture images that look as if they were seen through a pair of sunglasses».

«Definitely those linked to the concept of quiet luxury, which I chose to evoke with the figure of a woman dancing in nature, silhouetted against the light: the sun was setting, and time was running out. Since I work with film, I can’t shoot 40 photos per second – I’m “forced” to capture the moment. So those images – especially the ones taken in the final 20 minutes – carry within them the desire to “freeze” the right light in time».

«Yes, but to do so you have to embrace a very broad vision that goes beyond the product. And that orients itself towards an artistic language that, in this case, interprets the values on which a company is based, while staying true to your personal aesthetic research. Since I mostly work with brands on commercial projects, it was a very challenging opportunity for me».

«I have reflected on these values on a personal level, trying to interpret them in a simple way, as part of everyday life, in an atmosphere of serenity. The concept of gusto, for example, turned into the idea of « taste of life » in my images, depicted as the bright shots of an outdoor summer table, photographed, however, at the end of lunch, immediately after a moment of conviviality, thus scenes of serenity but with a subtle nostalgic note. I interpreted quiet luxury, instead, as the warm, nuanced light and atmosphere of a beach in Cefalù, nodding to the true luxury of slow living, having time to rest and take a break».

«The value of transparency, which is an abstract concept that also recalls important values such as honesty and sincerity, was the most complicated issue for me. After much thought, I chose to work with a model on a beach in Liguria for these images, trying to capture the subtle visual interplay between reflections and water».