Fall 2013 I studied abroad in Berlin with 11 of my peers and professor Sean Adams. We were asked to create a brand for Berlin Millennials that would encompass a Neo Americana concept. We were given entertainment to work with. We looked into all the different types of entertainment back home and Berlin and created a bridge amongst the two. We pursued the music aspect of entertainment, went out into Berlin and saw what the city had to offer.
From speaking to local Berliners we were able to find out that what they craved for intimate and exclusive venues. The more secretive the better to keep out tourists and even willing to go out of their way just to experience something that is one of a kind. We realized all of these attributes Berliners craved had common similarities with the 1920's speakeasies. We explored the American language of Speakeasies and hidden cultural signifiers from sub-cultures that required secrecy: Jazz and Prohibition in Chicago and Harlem in the 1930's, LGBT bars in San Francisco in the 1950's, and freeform and hip-hop in the 1980's.
A full article, written by Terry Lee Stone, can be viewed at How Design:
http://www.howdesign.com/design-business/design-news/testlab-berlin
Team Members:
Murphy Armitage, Jessica Cha, Jeremy Cristiano, and myself.
Mentors:
Sean Adams, Brad Bartlett, Candice-Leigh Baumgardner, Nik Hafermaas, Nicole Jacek, Noreen Morioka, Michael Sans, and Ming Tai