Sometimes the very best marketing initiatives are based on the most simple of concepts. The importance of collaboration and supporting artists and designers is a long-established, yet often neglected cornerstone of marketing.

For Braun’s 100th anniversary, a collaboration with the Chief Creative Officer and Founder of Off-White and Artistic Director of Louis Vuitton Menswear Virgil Abloh is a masterclass of bringing a brand ethos to life through a well-executed and authentic collaboration. A collaborative approach which is a powerful reminder of the ability of a well-executed partnership to elevate a brand above the everyday and connect with consumers through sheer design brilliance.

The collaboration with Abloh sees the designer delve into the Braun archives to update and co-curate the 1965 ‘Wandanlage’ hi fi audio wall unit, working with Braun’s design team to create a piece which lives up to the description of ‘functional art’.  The brand worked with Here Be Dragons to profile the Braun Audio design team and showcase their designs with flair.

By taking a ‘less but better’ approach to the design process, Virgil Abloh and Braun ensured that the original hi fi audio remains the hero of the collaboration and the technology still functions today as it did back in 1965. The result is a custom built ‘functional art’ piece where design bridges the gap between form and function, using materials that ensure it lasts for the next 100 years.

Virgil Abloh explained: “I have always had a deep appreciation for Braun design. For the brand’s 100 years, I jumped at the opportunity to reimagine this iconic Braun product and challenge what we have come to expect from design.”

He continued: “As a creator, I continue to question how art is perceived in today’s culture. ‘Functional art’ is a lasting legacy of the enduring power of good design that is simple, useful and built to last. In so doing, it advances the frames of design references beyond design ‘purists’ to broader audiences.”

A short film follows Abloh at Farnsworth House allowing viewers to get a behind the scenes glimpse of the design process behind the reimagined Wandanlage. It’s a compelling reminder of the power of artistic collaboration to elevate a brand above the everyday and earn a place in culture.