Björn Welzel, Joans Michels and Jörg Peschel


Quo vadis Braun? – An attempt to reposition German design

Project presentation in the red dot design museum on 8 May
For a long time, practicality, product honesty and functionality have been regarded as the cornerstones of German design – embodied by the products of the Braun company. The loss of these traditional design values has been bemoaned several times. In a student research project, three Essen design students, Jonas Michels, Jörg Peschel and Björn Welzel have examined this topic and the product line of the Braun company in detail, looking for a use of forms that meets current requirements and is more emotional while at the same time remaining true to the established design principles.


Beyond a design-specific analysis of the company’s history and philosophy, the three students have developed an idea for the repositioning of the brand. On the basis of this idea they have developed a complete design concept of a kitchen product. The topic: the kitchen in 2010 with the emphasis on a concept to reintegrate the archaic fireplace. The result is a study with the provocative title “Quo vadis Braun? – Identity formation in 21st century German design”, which will be presented to the public for the first time in the red dot design museum in Essen on 8 May 2006 at 7:00 pm.