13. Juni 2022


"A strong employer brand will evolve a company from the inside out. It promotes identification, loyalty and lasting cultural change." Rico Zocher, Managing Partner, Business, of Graft Brandlab in an interview with meedia.de.

He urges companies to adapt to more diverse, less straightforward CVs, learn to appreciate the qualities of lateral hires, and take more risks. "Only a certain degree of openness and willingness to experiment will make it possible to operate successfully in a demand market and find the best talent."

Read more about Rico Zocher's insights, Graft Brandlab’s new employer branding project for Montblanc, developing the future workplace for Deutsche Kreditbank, and more.

6. Mai 2022


Is this our digital future — wearing goggles, alone in a room, and depicted as Playmobil figure? Nik Hafermaas certainly hopes not. He calls for a new paradigm for the next phase of our digital world.

More about it on form-faktor.at

27. April 2022


Berlin, 20.04.2022. We are pleased to design the employer branding strategy and its multichannel implementation for the long-established Hamburg-based company Montblanc. The campaign is scheduled to start in 2023.  

Montblanc, known for its fine stationery, watches and leather goods, stands for the highest quality and craftsmanship. A spirit of discovery, curiosity and empowerment characterize the company with its long history. In order to continue to acquire and retain the best professionals in the future, Montblanc is committed to developing employer branding based on the values of the company and the brand.

The workplace in general is currently undergoing a major transformation. Especially the hybrid way of working, which increasingly leads to a reduction of office workplaces and makes half of the staff work remotely, demands the strengthening of the emotional bond and identification with the company. "This makes it all the more important," says Rico Zocher, Managing Partner of Graft Brandlab, "to anticipate the needs of employees and be able to provide the right answers - and to do so on the basis of the company's culture and values. 

"Montblanc, especially with its established sense of values, high level of craftsmanship and long history as a company, provides a wide range of narrative springboards to develop a successful employer branding strategy and the communication campaign to match." 

The employer branding campaign, which is targeted for 2023, will be designed for different target groups to appeal to new talents of different generations, skills and backgrounds.

Sascha Schneider, Executive Vice President Human Resources at Montblanc, is very excited about the collaboration.

"Our brand mission is to inspire people to develop their full potential. And this is exactly what we want to convey to our employees and new talents. In Graft Brandlab, we have found the right partner who brings the necessary empathy, vision and implementation power to successfully position our Montblanc brand as an inviting and sustainable employer brand."

22. März 2022


Thoughts on the flow between people, media, and the built environment. To connect architecture and digital media in a smart, sustainable, and meaningful way, we are in need of a new design language. In the online magazine Designer’s Digest, Prof. Nik Hafermaas, Managing Partner I Creation of Graft Brandlab, shows successful examples, talks about the potential of mediatecture and explains the importance of achieving "flow" as the ultimate goal of any spatial communication. 

Click here for the article, German only.

11. Januar 2022


Las Vegas, January 5, 2022. At the high-tech trade show CES in Las Vegas, the all-electric BMW iX model is staged with an oversized ambient media installation. Berlin-based agency Graft Brandlab is responsible for mediatecture and cinematic dramaturgy on behalf of lead agency THE GAME for BMW Group.

It took the internet by storm: the world’s first shade-changing showcar, the BMW iX Flow. Behind it, a media facade with E Ink color -changing film.. Slowly, black-and-white gradients on the car and the wall begin to dynamically merge into one. The car in sleep mode, then the impression of driving through a tunnel. A play of light, shadow and movement. The car as an intelligent-emotional vehicle, harmoniously united with its surroundings.

To bring the dynamic soul of the all-electric iX model to life, Graft Brandlab's media artists created a choreography of vividly evocative animations that play on both the 30-meter-wide, eight-meter-high media facade and on the skin of the BMW iX Flow. The visuals are based on the current BMW signature pattern. The animation follows a dramaturgy that visualizes different states of the car in different virtual landscapes, from a sleep and dream phase to high-energy driving performance.

Kindle reader as a template: ambient media technology with sustainability factor

An electronic color-changing film (e-paper) from E Ink, which is used e.g. in Kindle readers, is used for the first time to create this mediatecture artwork. The film creates dramatic visual effects while requiring a minimum of energy. The power is needed purely for the color change, not for the static color state.

The flowing change of color is made possible by a specially developed body wrap precisely oriented to the contours of BMW's all-electric Sports Activity Vehicle. Stimulated by electrical impulses, the electrophoretic technology brings different color pigments to the surface in each case, through which the body surface takes on the desired shade.

Graft Brandlab is an experienced pioneer in the architectural use of ePaper

Already in 2017, Prof. Nik Hafermaas, Managing Partner I Creation of Graft Brandlab, used color-changing films from E Ink in architectural projects. With his artist platform ueberall.us, Nik created what was then the world's first application on an architectural scale: DAZZLE - a dynamic yet low-energy media facade at San Diego International Airport. The Artpiece project won multiple awards.

"We are excited to add another new artwork to our vision of environmentally sustainable mediatecture, especially in a place like Las Vegas, which is synonymous with gratuitous energy consumption" says Prof. Nik Hafermaas, Managing Partner I Creation of Graft Brandlab.

Rico Zocher, Managing Partner I Business of Graft Brandlab, adds:

"The lead agency THE GAME has created an experience pavilion that makes it possible to experience electric automobility in all its facets. We thank THE GAME for the good collaboration and are happy that we could contribute to sustainable spatial communication with our expertise in mediatecture and art."


16. November 2021


“Prelude Berlin”:
Graft Brandlab designs iconic presence for visitBerlin Tourist Info in Berlin's Humboldt Forum.

Berlin, Nov 10,2021. visitBerlin's Tourist Info has opened its latest branch in the Humboldt Forum, the new address for art and culture in Berlin - and in a completely new look. The iconic and modular space concept combines design, sustainability and maximum flexibility. The central spatial element is a floating media installation that serves as a prelude to exploring the city. The Berlin-based innovation agency Graft Brandlab is responsible for the concept, design and realization.

With the opening of the Humboldt Forum, the city has gained new attraction. And this is precisely the location where visitBerlin's tourist info was to open its new premises in September. To do justice to this historic location in the creative metropolis, visitBerlin put the design out to tender with several agencies, with the aim of staging an impressive welcome gesture at one of Berlin's most prominent spots. 

Media installation and customized furniture – and timing as a challenge

Graft Brandlab had less than three months to realize the impressive spatial concept "Prelude Berlin” from the call for tenders in July 2021 to the opening in September 2021. Meeting the comprehensive requirements for functionality and flexibility in all aspects, the highly acclaimed pitch design was immediately approved for implementation.

The concept includes a multi-dimensional media installation, flexible displays and a multifunctional, individually customized furniture line. It consists of modular flight cases, individually designed and manufactured to serve as consulting desks and displays. Fitted with rugged wheels, the counters, product podiums and shelves can be set up in various configurations and the system can be expanded as needed.

"With the current capacity constraints of contractors and a continuing shortage in materials, furniture construction in particular was a real challenge that could only be overcome with our radical approach: more with less," explains Rico Zocher, Managing Partner I Business.

Remix of the visitBerlin corporate design

A striking feature of the new design is it the bright red wrapping of the flight cases with a reinterpretation of the visitBerlin logo.

"To give the interior design an authentic Berlin character, we remixed the logo, similar to a DJ, and interpreted it as a dynamic pattern remenicient of Berlin's vibrant street art scene. This pattern series is the striking design element that unites the visitBerlin brand with Berlin's raw urbanity," explains Prof. Nik Hafermaas, Managing Partner I Creation.

Projection cube with historical reference

At the center of the action: a floating projection cube, reminiscent in proportions and color of the copper-mirrored facade of the legendary “Palast der Republik”. Berlin's diverse faces and stories are projected into this shiny metallic installation as a moving Berlin panorama. Thousands of copper-colored chain links form a perspective-distorted cube, which is complemented by dynamic 3D animations.

Viewed from outside the building, diffuse light patterns attract attention and pique the curiosity of visitors to the Humboldt Forum.

Rollout of the new concept in planning

The new furniture concept of the visitBerlin Tourist Info will soon be implemented at other locations as well. The logo pattern series, which gives the visitBerlin brand a dynamic, contemporary look, will also be used in further communication measures in the future.

Burkhard Kieker, Managing Director visitBerlin: "The new Tourist Info in the Humboldt Forum is an ideal contact point for our guests. We thank Graft Brandlab for the great concept, which fits perfectly to this special location. Thanks also for the team spirit, the good cooperation and the ability to successfully launch our Tourist Info in a very short time."

Press images: Copyright Joerg Steck


“Inspiring the world for Berlin.” With this mission, Berlin Tourismus & Kongress GmbH promotes Berlin’s destination management as well as the city’s tourism and congress marketing. Under the visitBerlin brand, the company is a partner, actor, source of creative ideas, and networker and is the publisher of the official tourist ticket, the Berlin WelcomeCard. As a wholly owned subsidiary of visitBerlin, Stadt und Land Reisen GmbH acts as a tour operator throughout Europe. More about visitBerlin at about.visitBerlin.de.

visitBerlin Tourist Info in the Humboldt Forum

In Portal V, access via Schlossplatz, direction Schlüterhof
Open: daily from 10 a.m. to 6 p.m.


8. Oktober 2021


The infrastructure of new mobility concepts must move away from insular thinking towards economically efficient, ecologically sustainable and socially fair standards.

Impressive, this picture of a gas station from the 1930s, on which a driver is shown, who must decide between 12 different brands of petrol at an seemingly endless row of petrol pumps. Thanks to my son - he gave me this wonderful book “The Definitive History of Driving”, which contains this initially amusing-absurd and then thought-provoking picture. History repeating itself.

As in the 1930s with the commercialisation of the combustion engine, we are now in a phase of awakening with E-mobility. As in the past, car manufacturers and energy providers are now competing to expand the EV charging infrastructure. A constant battle for displacement when new technologies conquer the market. Unfortunately, this is always carried out on the back of the consumer and, even worse, the environment.

Viewed apocalyptically, our transport infrastructure could look like this in a few years' time: Littered with a wide variety of charging stations, whether public or semi-public, as stations or individual pillars, and all of these from different providers. And associated with this, different charging technologies, which in turn require their own charging plugs, and different charging cards from the providers. In addition, petrol stations lying idle. A confusing hodgepodge, which not only overwhelms users, but is also absolutely unsustainable.

The new ecology needs socially fair and open ecosystems

We are actively designing future mobility concepts, such as air taxis or the expansion of the EV charging infrastructure for various players and pioneers. A special project has just received the International Architecture Award:

The ultra-fast charging station for E.ON. The concept sets new standards: smart and modular, with integrated sustainable measures, such as photovoltaic systems on the rooftop, charging purely green electricity or the ability of the station to adapt to variable usage scenarios. The first prototype has already been launched in Essen, and further stations in Germany will follow.

Our goal is to create a better world together with our customers. How we do that: Away from insular thinking and closed ecosystems - towards an economically efficient, ecologically sustainable and socially fair infrastructure for new mobility concepts. {…)
Read more on Haus von Eden

Illustration copyright: Anastasia Hafermaas

24. August 2021


Future visitors to Berlin have reason to be excited. The tourist information visitBerlin opens its new premises in the newly built Berlin Stadtschloß. Graft Brandlab has conceived an interior design that provides maximum flexibility and sustainability with an iconic and modular space concept. The key element in the space is a floating media installation that sets a prelude to exploring the city. The new visitBerlin Shop opens its doors late September. See you there!

20. August 2021


Nikolaus Hafermaas is calling for a cultural change and shows why intergenerational design is more than a design concept

Sustainability. A term that literally is flooding our lives in many areas today. Rightly, as climate change is urging us to rethink and act immediately. Brands are repositioning themselves and developing strategies for their products and services, to keep our planet in a condition worth living for future generations. But that is only one facet of sustainability. We masterfully ignore another important phase of generations, at least from a design point of view: namely the phase of aging, and above all the aging of our own generation.
We create, develop, and innovate for the world, but always for agile people who are in the prime of life. While according to the WHO the world in 2030 will have more over 60-year-olds than children from 0 to 10 years old. The solution: intergenerational design. This movement shows aging as an opportunity for positive cultural change.

Senior citizens' design wasteland: Cheers to aging. The creative industry is in demand.

Terrifying, I am no longer one of the youngest. At heart, however, I am and will remain the same boy, fascinated by the Documenta in Kassel in 1972, discovering his creative streak. (…)
Read more, go to article

Photo: Advanced Style Friendship / Bffs Project | © Ari Seth Cohen

18. Mai 2021


Currently, it still takes about a 20-minute wait to fully charge your electric vehicle at a supercharger. And how do you spend that precious time? Until now, the e-mobility experience stopped when the car was connected to the charger, and users were left to their own devices. On the innovation-driven EUREF campus in Berlin, that is about to change.

From now on, EV-drivers can access a custom augmented reality app as part of DÉRIVE's pilot project on the EUREF campus. Realized by the CGI-specialists Effekt-Etage Berlin, this AR represents a unique and revolutionary communication and product platform. For the premiere, DÉRIVE collaborates with KPM Berlin, the world’s finest porcelain manufactory, to present an exclusive edition of the handmade Kurland Coffee-to-Drive mug. This limited edition will be given away to 300 lucky users.

DÉRIVE is the pioneering art and communication platform for e-mobility - initiated by the Berlin-based innovation agency Graft Brandlab and Véhicule, top addresses for mobility branding and communication.

Prof. Nikolaus Hafermaas, Managing Partner Creation of Graft Brandlab:

"DÉRIVE enhances the relationship between EV-technology and being human. Charging takes up precious time. It's time to make it delightful through extraordinary experiences that turn waiting into quality time. This is a win-win for EV-drivers as well as for the partners featured in the artistic experiences." 

Christopher Kippenberger, publisher of VÉHICULE magazine and CEO of Studio Kippenberger:

"The installation on the EUREF campus is just the beginning. With DÉRIVE's artistic-innovative approach, we are creating novel e-charging experiences, revolutionizing the possibilities of product-related communication. Together with Rico Zocher and Prof. Nikolaus Hafermaas, we are proud to be pioneers of this new platform."

More info at:


Instagram: @derive_germany

Click here for the full video

Studio Kippenberger and Véhicule

Studio Kippenberger is a creative studio specializing on concept creation, digital strategy development, content placement and integrated brand consulting with a focus on physical product experience. Headed by Chris Kippenberger, Studio Kippenberger has worked with companies such as Bugatti, Porsche, Rolls-Royce, Mercedes-Benz, BMW, Vimeo and Intel in recent years. Studio Kippenberger’s latest endeavor is VÉHICULE. Founded in 2019 as a wide-reaching project elevating avant-garde transportation, the VÉHICULE brand has since expanded to include products from an annual print magazine edition to feats of engineering and everything in between, deploying strategic, innovative partnerships along the way.


The EUREF-Campus is a place of the future. More than 5,000 people are already working, researching and learning here in more than 150 companies, institutions and start-ups in the fields of energy, mobility and sustainability. Since the project began in 2008, the approx. 5.5-hectare city quarter, which has already met the German government's 2050 climate targets since 2014, has developed into a real laboratory for the energy transition that is unique in Europe. It is considered one of the most important reference projects for the design of the so-called smart city with the help of technological innovations. The EUREF campus is home to more than 150 charging points for electric cars, including Germany's first twelve inner-city V3 Superchargers since 2020.


Effekt-Etage is a company specializing in visualizations and digital brand and product experiences. It develops scalable solutions for the entire Computer Generated Imagery (CGI) process and holistic digital applications. From data preparation digital product twins to the creation and implementation of media across all touchpoints of a modern user journey. The portfolio includes the conversion of design data (CAD data), virtual film and photo shoots, product configurators, as well as virtual reality, augmented reality and holistic app and web applications.