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Susan Spies
Aug 30, 2017
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Mercedes-Benz goes for millennial outreach at Bread & Butter

Translated by
Susan Spies
Aug 30, 2017

The auto manufacturer is the official partner of Bread & Butter by Zalando (B && B), which takes place September 1-3 in the Arena Berlin for the second time as The Festival of Style and Culture . Mercedes Benz is hosting what it calls “Grow up.” events, which includes appearances by the British musician FKA twigs and tattoo artist Chaim Machlev aka DotsToLines. Fashion influencer Stefanie Giesinger has also been invited to participate.

B&&B by Zalando

The festival offers three full days of fashion shows, concerts, brand productions as well as exhibitions and talks, which Mercedes says makes B&&B the ideal location for a "Grow up.” event  The concept is the car manufacturer's latest campaign to tell the stories of a new generation and no doubt attract millenial consumers. The auto maker is hosting similar events in 18 German cities between May and October, and in Berlin together with B&&B.
This year’s Festival of Style and Culture – the new tagline following Bread and Butter's transition from industry trade show to public arts festival – has adopted the theme “Bold” and will present the latest innovations from the fields of fashion, music and food. Highlights include the haute couture show by the Dutch designers Viktor & Rolf, who will show for the first time in Berlin, and a performance by the Vienna indie rock band Bilderbuch, which will close B&&B with a performance on Sunday evening.

The festival also offers an exhibition of the work of Vivienne Westwood, who will also be on hand for a panel discussion on the relevance of literature and art. Model Adwoa Aboah will host her 'Gurls Talk,' a forum to empower women, and Nike, Topman and Hype will present talks with fashion influencers.
The main purpose of B&&B is to create a platform for a variety of brands, which this year includes G-Star Raw, Hugo, Jil Sander Navy, The Kooples, Selected Femme/Homme, Topshop, Topman and Zalando, to name a few.
Then there is the Mercedes Benz roster. On the evening of September 2, visitors to Bread & Butter by Zalando can catch a live performance of FKA twigs, presented by Mercedes-Benz, a group known for its unique mixture of vocals and performance.
Visitors can also watch tattoo artist Chaim Machlev aka DotsToLines at work in a studio created just for the occasion. Chaim is one of the tattoo scene’s most high-profile artists worldwide with a very iconic style. For the “Grow up.” event, he has created an exclusive design for Mercedes Benz car, the GLA 200 d PEAK Edition.

On September 3, the Mercedes-Benz brand ambassador and fashion influencer Stefanie Giesinger will conduct a style check of the various "Grow up.” lifestyles.

One-tickets are available for 20 Euros, And the entire B&&B will be live streamed.

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