Over 600 guests from the media, business, politics and society enjoyed an entertaining evening in a creative setting at Unter den Linden 1, Berlin. Under the heading ‘Discover the new Bertelsmann’, each floor was dedicated to a business-related topic.
New Living and New Cooking were the topics on the ground floor. Gruner + Jahr’s popular new lifestyle magazines flow, Salon and Couch were represented by outsize interior decoration items. Next door, celebrity chef Tim Raue gave insights into the culinary arts. On its YouTube channel, the video cooking platform “Munchies” featured creative dishes presented live at the venue by the caterers in a “street food” atmosphere.
The topic of New Fashion in conjunction with e-commerce was artistically staged with a giant wardrobe and large cartons printed with items of clothing. The international fashion blog platform “Stylehaul” and its German counterpart “Blogwalk” were represented with collages featuring reflective graphics from the world of styling. Large blog photos with sequins and thousands of glittery particles affixed conjured the world of fashion and lifestyle bloggers. In keeping with the theme of the fashion world, light, trendy dishes were served here.
The 2nd floor was devoted to the strategic growth area of education, centring on the online platform Relias and the Alliant International University. Large wall installations with graphics and collages featuring mortarboards, icons and online learning transported guests to the world of digital and analogue learning. Fittingly, German students’ favourite dishes were reinterpreted in this part of the building: innovative Milchschnitten cakes, nougat sandwiches, mini burger creations and healthy “tinned food.”
The huge media interest in the event and the many celebrities in attendance showed once again that the Bertelsmann Party has long since become a highlight in the Berlin event calendar.