German business is putting its weight behind design with the launch of an initiative to promote design awareness at the world’s biggest consumer goods fair.
The initiative, the first of its kind in the country, is the brainchild of the Federation of German Industry, the Association of German Chambers of Industry and Commerce, the Central Association of German Handicrafts and the Brand Association.
The launch is being organised by the North-Rhine Westphalia Design Centre and aims to make political decision makers more aware of the value and significance of design.
Following the launch a series of design events and exhibitions will be held in Germany’s regions. The patron of the initiative is minister of economics Dr Gnter Rexrodt.
The initiative will show “that as a driving force for product innovations, design management is also a field of major significance for executives in small to medium-sized companies”, says a spokeswoman for the consumer goods fair.
The Tendence Fair in Frankfurt will run from 23-27 August. Participants include Siemens Design and Messe, BMW, Robert Bosch, Deutsche Bahn, Grundig Femseh-Video-Produkte, Robert Krups, Leica Camera and Mercedes Daimler Benz.