Off the page: Magazine opens designed Berlin flat

Berlin-based online publication Freunde von Freunden (FvF), which profiles cutting-edge creatives, created the space in partnership with Swiss furnishings manufacturer Vitra. The purpose was to share the publication’s ‘idea of urban living’ and to examine ‘how a creative, mobile and digitally oriented generation lives’, according to the FvF site.

The 65-square metre apartment, located in the trendy district of Mulackstrasse, will be used for events as well as to rent out. The space features products designed by artists featured in FvF itself. In addition to Vitra, brand partners include beauty retailer Aesop and German domestic appliance manufacturer Miele.

The FvF project blurs the boundaries between sectors, creating an immersive experience that enhances its brand. For more, see our microtrend on Transmedia Futures as well as the Convergence Economy section of our Spring/Summer 2014 Trend Briefing.