Mercedes-Benz The Avantgarde Diaries

Digital interview magazine and international event series

To access new, progressive target groups for the Mercedes-Benz brand, K-MB created the “THE AVANT/GARDE DIARIES“ and related event series. This notion of associating the pioneer of automotive construction with pioneers of contemporary zeitgeist catapulted the brand back to the apex of the modern luxury movement.

Based in New York and drawing on an international editorial network, the magazine produced weekly short films and portraits of creative trailblazers – a survey of the global avant-garde.

The related event series, stopping at international metropolises from Taipei to Los Angeles, threw a spotlight on the personal interpretation of avant-garde by a changing roster of renowned curators.

K-MB took care of the creative concept, editing, and production of the digital magazine, the associated PR activation, and social media channels, the actual event planning and realization as well as the selection and address of opinion leaders and curators.