Let me explain.
Freunde von Freunden (FvF) is a Berlin-based publication that documents inspiring people from creative and cultural backgrounds. If you don’t read their stuff, I think you should. Sample: Here’s an interview with Chang Lin. He is Creative Director at Zalando and lives in Mitte, Berlin. I always find it fascinating to see how people live.
In 2014, FvF decided to bridge the online and offline worlds and open up their first “apartment” in Berlin. They refer to it as: The FvF Apartment - Visions for Urban Living. And they describe it like so:
“The apartment has been designed to be fully adaptable to the diverse and often unexpected scenarios of everyday life, reflecting how a creative, mobile and digitally-oriented generation lives. It serves not only as a platform for innovative products from friends and partners, but as a unique venue for events, workshops, and presentations.”
Basically, the space serves as one part apartment and one part venue. They have used it as a pop-up shop, as a stage for photo and film productions, as a place for distillers to host private tastings, and the list goes.
Again, I think this is such a great idea as a brand extension. It is giving me all kinds of ideas and so I thought I would share it with you all today as well.
Image: The FvF Apartment
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