Fresh Eyes Berlin

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About Fresh Eyes Berlin

The Fresh Eyes Berlin Project
Although Berlin has established an international reputation as a metropolis of the arts and of contemporary culture and subculture, the city's image abroad as an attractive, relevant and creative business location remains sketchy so far. The German capital offers unique opportunities, especially to members of the creative industries: a cosmopolitan melting pot of ideas with a remarkably low cost of living. This confluence, plus Berlin's central geographic location between the Eastern and Western hemispheres has created an unique influx of young talent: half the popluation of 3.4 million inhabitants renewed after the reunification. This extraordinary cultural transfusion bears the opportunity of a new startup culture in the city.

Berlin's enormous potential needs to be translated to the international community to attract not only talent, but also new investments in science, culture, education and in emerging business opportunities. With their fresh perspectives, Art Center's young designer will investigate the capital and its potentials from an international background, translating their findings into messages that can be globally communicated.

Fresh Eyes Berlin is a 14-week design project, in which Berlin is examined as a creative location and translated into a marketable identity, particularly aimed at an international audience.

Re-defining the designer's role from a mere problem solver into an proactive opportunity seeker, the team will investigate the metropolis in a true 720 degrees approach: inspired and coached by a group of Berlin's leading figures and experts in design and media, science, business and politics, the metropolis will be viewed simultaneous from 6 directions: from above and below, and from all four geographic directions and their unique influences.