Das Neue Kubitscheck by Designliga

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German studio Designliga created the new interior and branding for this patisserie owned by a Munich punk on a crusade against doilies.

The project involved revamping a 1950′s confectioner’s in line with the company’s new slogan “Fuck the Backmischung!” (Fuck the Cake Mix).

The interior is divided by long benches forming smaller enclosures and cakes are displayed in a jumble of boxes mounted on the wall above the serving counter.

CLIENT

Armin Stegbauer: punk, Greenpeace activist and cafe owner, on a mission from the heart. His aim: to free cakes and gateaux from their years of imprisonment behind the bars of crocheted doilies, cologne and dusty Sunday tradition.

Stegbauer, saviour of “Cafe Kubitscheck” in Waldfriedhofstrasse, a traditional Munich confectioner’s from the 1950s, has made it his goal to revamp the confectioner’s tradition for the modern age. But not without taking on board some endearing aspects of Germany’s confectionery culture that are worthy of preservation.

One route to his goal is the campaign “Torte an anderen Orten” [“Gateaux On the Go”], exhibitions at unexpected locations in collaboration with artists, creative minds and lateral thinkers of all kinds. Stegbauer’s mission statement expresses the uncompromising quality standards he applies to his products: Fuck the Backmischung! [Fuck the Cake Mix!]

CHALLENGE

Design packaging for the movement.

INTERIOR DESIGN

“Tell me what music you listen to, and I’ll tell you who you are” was among the principles that served as a blueprint, starting-point and road-map for the look and feel of the campaign and for the subsequent implementation of “Das Neue Kubitscheck” (The New Kubitscheck).

LOCATION

A district with history as the new home of the movement. Munich’s Westend district houses a cross-section of social classes, all of whom leave their mark. Migrant workers, intelligentsia, students and tradespeople, coexisting in mutual understanding and respect.

CORPORATE DESIGN

Multifaceted and dynamic. Free from rigid frameworks or visual museum pieces.  The corporate design needs to be vibrant, in a state of permanent flux and change, adapting to developments instead of compelling alignment.

The focus is the statement “Fuck the Backmischung”, as the journal, menu and mouthpiece of the movement.

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