In a live talk on the subject of "how design makes the difference“, Daimler Chief Design Officer Gorden Wagener with the critically acclaimed global performer and recording artist A$AP Rocky met on Monday, 11 March, at the South by Southwest® (SXSW®) Conference in Austin, the world's largest digital conference. The conversation was moderated by Josh Rubin, founder and editor-in-chief of lifestyle magazine Cool Hunting.
In front of around 2,500 international conference attendants at the sold out Ballroom in the Austin Convention Center (ACC), the two creative minds discussed "design as the most important differentiator" in the automotive world, in fashion and for other consumer products. They also debated what influence design has on daily life, on purchase decisions and on the perception of brands.
The talk between Gorden Wagener and A$AP Rocky revealed commonalities: both set trends and break new ground in their work. A$AP Rocky reaches young people around the world with his music and fashion creations, just as Gorden Wagener redefines the world of car design with brand-specific aesthetics. Both collaborate with a select group of highly talented, multidisciplinary colleagues – A$AP Mob and the Mercedes-Benz design team. They create pioneering products that transcend borders and achieve wide recognition.
Quotes by Gorden Wagener from the discussion with A$AP Rocky
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You can find the live talk from March 11, 2019 as video on demand in the SXSW in the Mercedes me media Special.
About Gorden Wagener Gorden Wagener is the chief designer of Daimler Group and responsible for the design of all corporate brands and their products worldwide. The focus of his work is on the Mercedes-Benz brand. He regards an integral design approach as essential in order to showcase both the products and the brands to perfection and to create an experience for the customers. In recent years, Wagener and his team have successfully redefined the design of the Daimler brands, creating fresh ideas and pointers for the entire industry in the process. In addition, Gorden Wagener has managed to strengthen the fascination of automotive design in the social media and today with his Instagram channel is himself an influencer with great reach. Followers can witness his personal SXSW highlights instantly at @gorden.wagener.
About A$AP Rocky In addition to his success in music, the critically acclaimed global performer and recording artist A$AP Rocky's works in fashion inspires and influences urban youth culture worldwide. Through his creative agency AWGE he has partnered with brands like Calvin Klein, Under Armour and Dior and launched the careers of artists such as Playboi Carti, Smooky MarGielaa and more. His third studio album, TESTING garnered over 1 billion streams worldwide, landing at #1 on the iTunes charts in 16 countries upon release in 2018.