{"id":101169,"date":"2022-09-25T18:04:23","date_gmt":"2022-09-25T16:04:23","guid":{"rendered":"https:\/\/www.sleek-mag.com\/?p=101169"},"modified":"2022-10-31T14:17:02","modified_gmt":"2022-10-31T12:17:02","slug":"mykita-x-eastman-sets-a-new-standard-for-sustainable-eyewear","status":"publish","type":"post","link":"https:\/\/www.sleek-mag.com\/de\/article\/mykita-x-eastman-sets-a-new-standard-for-sustainable-eyewear\/","title":{"rendered":"MYKITA x Eastman Sets a New Standard for Sustainable Eyewear"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":283,"featured_media":103604,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[10897,17330],"tags":[34,17368,4338,3707,17369,646,17367,3347],"class_list":["post-101169","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opinion","category-sustainability","tag-berlin","tag-eastman","tag-eyewear","tag-kreuzberg","tag-mortiz-krueger","tag-mykita","tag-new-materials","tag-sustainability"],"acf":{"legacy":false,"exclude_from_ads":[],"hero_title":"","subtitle":"SLEEK visits MYKITA headquarters to discover the first collection featuring the new sustainable Acetate Renew and meet with the Founder, Moritz Krueger. ","hero":{"video":false,"image":false,"header_color":"black","overlay_color":"","overlay_text_color":"black"},"teasers":{"video":false,"image":{"ID":103604,"id":103604,"title":"01_MYKITA_ACETATE_NALA_ROSE_WATER-medium","filename":"01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","filesize":234949,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/mykita-x-eastman-sets-a-new-standard-for-sustainable-eyewear\/01_mykita_acetate_nala_rose_water-medium\/","alt":"","author":"1","description":"","caption":"","name":"01_mykita_acetate_nala_rose_water-medium","status":"inherit","uploaded_to":101169,"date":"2022-09-22 14:45:01","modified":"2022-09-22 14:45:01","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":1143,"height":1600,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","thumbnail-width":69,"thumbnail-height":96,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","medium-width":1143,"medium-height":1600,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","medium_large-width":1143,"medium_large-height":1600,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","large-width":1143,"large-height":1600,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium-1097x1536.jpg","1536x1536-width":1097,"1536x1536-height":1536,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","2048x2048-width":1143,"2048x2048-height":1600,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","trp-custom-language-flag-width":9,"trp-custom-language-flag-height":12,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","wpvr_mobile-width":1143,"wpvr_mobile-height":1600}},"width":"4","proportion":"default"},"facebook_image":false,"related_articles":"","next_article":"","main_category":false,"content":[{"acf_fc_layout":"images","gallery":[{"ID":103604,"id":103604,"title":"01_MYKITA_ACETATE_NALA_ROSE_WATER-medium","filename":"01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","filesize":234949,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/mykita-x-eastman-sets-a-new-standard-for-sustainable-eyewear\/01_mykita_acetate_nala_rose_water-medium\/","alt":"","author":"1","description":"","caption":"","name":"01_mykita_acetate_nala_rose_water-medium","status":"inherit","uploaded_to":101169,"date":"2022-09-22 14:45:01","modified":"2022-09-22 14:45:01","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":1143,"height":1600,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","thumbnail-width":69,"thumbnail-height":96,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","medium-width":1143,"medium-height":1600,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","medium_large-width":1143,"medium_large-height":1600,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","large-width":1143,"large-height":1600,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium-1097x1536.jpg","1536x1536-width":1097,"1536x1536-height":1536,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","2048x2048-width":1143,"2048x2048-height":1600,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","trp-custom-language-flag-width":9,"trp-custom-language-flag-height":12,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/01_MYKITA_ACETATE_NALA_ROSE_WATER-medium.jpg","wpvr_mobile-width":1143,"wpvr_mobile-height":1600}}],"settings":{"fit_width":"4","caption":"Code GRACE. MYKITA Acetate Renew x Eastman. Courtesy of MYKITA."}},{"acf_fc_layout":"text_area","text_area":"

Eyewear brand MYKITA<\/a> has earned their reputation for their unconventional approach to business since day one. At a time where speed and availability can account for the success of a brand, MYKITA has proven otherwise, following a business model that promotes sustainability through longevity, ethical material sourcing, and independent quality control. The name \u2018MYKITA\u2019 is a reference to their first physical office, a former kindergarten space, based on the German word \u201cKita\u201d which still carries the spirit that defines the brand. \u201cWe see ourselves in the perspectives of being in kindergarten, learning on a daily basis and having the mentality of \u2018just do it,\u2019 explains founder Moritz Krueger.<\/p>\n

Handcrafted and hand-assembled at their Berlin-Kreuzberg headquarters, MYKITA’s process champions the idea that \u201cless is more.\u201d \u201c[We\u2019re] constantly looking for new materials, technologies, constructions and blending with precise craftsmanship \u2014 the two worlds are inherent in everything we do.\u201d<\/p>\n

For their latest collection of Acetate Renew \u2014 a new 100% recycled acetate made in collaboration with material innovation company Eastman\u00a0 – the eyewear brand has produced thoughtfully designed eyewear that can withstand seasons, provide longevity, meaning, reduction in consumption and therefore \u2014 carbon footprint. Acetate Renew shifts the perception of the possibilities in the future of new materials. Besides the timeless silhouettes that were recreated for Acetate Renew, the collection shifts the perception of the possibilities in the future of new materials, opening up a space for learning and opportunity.<\/p>\n

SLEEK caught up with MYKITA founder Moritz Krueger to speak about his motivations and ambitions for new sustainable materials in eyewear.<\/p>\n"},{"acf_fc_layout":"images","gallery":[{"ID":103605,"id":103605,"title":"02_MYKITA_ACETATE_EKON_GREY_GRADIENT-medium","filename":"02_MYKITA_ACETATE_EKON_GREY_GRADIENT-medium.jpg","filesize":234583,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/02_MYKITA_ACETATE_EKON_GREY_GRADIENT-medium.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/mykita-x-eastman-sets-a-new-standard-for-sustainable-eyewear\/02_mykita_acetate_ekon_grey_gradient-medium\/","alt":"","author":"1","description":"","caption":"","name":"02_mykita_acetate_ekon_grey_gradient-medium","status":"inherit","uploaded_to":101169,"date":"2022-09-22 14:45:05","modified":"2022-09-22 14:45:05","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":1143,"height":1600,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/02_MYKITA_ACETATE_EKON_GREY_GRADIENT-medium.jpg","thumbnail-width":69,"thumbnail-height":96,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/02_MYKITA_ACETATE_EKON_GREY_GRADIENT-medium.jpg","medium-width":1143,"medium-height":1600,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/02_MYKITA_ACETATE_EKON_GREY_GRADIENT-medium.jpg","medium_large-width":1143,"medium_large-height":1600,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/02_MYKITA_ACETATE_EKON_GREY_GRADIENT-medium.jpg","large-width":1143,"large-height":1600,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/02_MYKITA_ACETATE_EKON_GREY_GRADIENT-medium-1097x1536.jpg","1536x1536-width":1097,"1536x1536-height":1536,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/02_MYKITA_ACETATE_EKON_GREY_GRADIENT-medium.jpg","2048x2048-width":1143,"2048x2048-height":1600,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/02_MYKITA_ACETATE_EKON_GREY_GRADIENT-medium.jpg","trp-custom-language-flag-width":9,"trp-custom-language-flag-height":12,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/02_MYKITA_ACETATE_EKON_GREY_GRADIENT-medium.jpg","wpvr_mobile-width":1143,"wpvr_mobile-height":1600}},{"ID":103606,"id":103606,"title":"07_MYKITA_ACETATE_BADU_GREY_GRADIENT-medium","filename":"07_MYKITA_ACETATE_BADU_GREY_GRADIENT-medium.jpg","filesize":202918,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/07_MYKITA_ACETATE_BADU_GREY_GRADIENT-medium.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/mykita-x-eastman-sets-a-new-standard-for-sustainable-eyewear\/07_mykita_acetate_badu_grey_gradient-medium\/","alt":"","author":"1","description":"","caption":"","name":"07_mykita_acetate_badu_grey_gradient-medium","status":"inherit","uploaded_to":101169,"date":"2022-09-22 14:45:09","modified":"2022-09-22 14:45:09","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":1143,"height":1600,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/07_MYKITA_ACETATE_BADU_GREY_GRADIENT-medium.jpg","thumbnail-width":69,"thumbnail-height":96,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/07_MYKITA_ACETATE_BADU_GREY_GRADIENT-medium.jpg","medium-width":1143,"medium-height":1600,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/07_MYKITA_ACETATE_BADU_GREY_GRADIENT-medium.jpg","medium_large-width":1143,"medium_large-height":1600,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/07_MYKITA_ACETATE_BADU_GREY_GRADIENT-medium.jpg","large-width":1143,"large-height":1600,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/07_MYKITA_ACETATE_BADU_GREY_GRADIENT-medium-1097x1536.jpg","1536x1536-width":1097,"1536x1536-height":1536,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/07_MYKITA_ACETATE_BADU_GREY_GRADIENT-medium.jpg","2048x2048-width":1143,"2048x2048-height":1600,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/07_MYKITA_ACETATE_BADU_GREY_GRADIENT-medium.jpg","trp-custom-language-flag-width":9,"trp-custom-language-flag-height":12,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/07_MYKITA_ACETATE_BADU_GREY_GRADIENT-medium.jpg","wpvr_mobile-width":1143,"wpvr_mobile-height":1600}}],"settings":{"fit_width":"6","caption":"Code ESSENCE and BOLD. MYKITA Acetate Renew x Eastman. Courtesy of MYKITA."}},{"acf_fc_layout":"text_area","text_area":"

SLEEK: Where has MYKITA\u2019s passion for sustainability come from?<\/p>\n

Moritz Krueger: We don\u2019t consider sustainability a \u2018passion\u2019 as much as a prerequisite for our future existence. From the beginning at MYKITA, we set up our own transparent and local production, striving to operate responsibly. But, as a manufacturing company, our carbon footprint probably never be completely neutral. This makes the constant process of holistic optimisation all the more important.<\/p>\n

S: What has been the driving factor for MYKITA in developing new sustainable materials?<\/p>\n

MK: Seeking out new and relevant innovations and technologies has always been part of our DNA. Eastman Acetate Renew was such an exciting material for us, it’s indistinguishable from traditional acetate in both appearance and performance, so it really allowed us to make this complete switch without compromising the quality of our product. As an independent brand and progressive manufacturer, it was important for us us to show that it\u2019s possible to make this bold move and set a positive example for the industry.<\/p>\n

S: Which sustainable materials are you using for the store next to the frames themselves?<\/p>\n

MK: Our interior architectural concept is designed in-house and based on the concept of creating an installation in each individual space, working with and preserving the existing character of each location. Ready-made industrial elements, such as repurposed inflight airline trolleys used as storage units meet with custom-designed and locally made furniture mainly from natural materials such as wood. The signature white MYKITA WALL is made from reclaimed metal heavy duty shelving elements and provides the central feature of the shop concept as display space for the eyewear collections. In terms of flooring the focus lately has been on terrazzo, a highly durable and sustainable option based on recycled stone offcuts. In a nutshell, the aim is preservation, elements of reclaimed origin, natural materials, local production completed with recycled options.<\/p>\n"},{"acf_fc_layout":"images","gallery":[{"ID":103611,"id":103611,"title":"10_MYKITA_ACETATE_LERATO_BLACK-medium","filename":"10_MYKITA_ACETATE_LERATO_BLACK-medium.jpg","filesize":187326,"url":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/10_MYKITA_ACETATE_LERATO_BLACK-medium.jpg","link":"https:\/\/www.sleek-mag.com\/de\/article\/mykita-x-eastman-sets-a-new-standard-for-sustainable-eyewear\/10_mykita_acetate_lerato_black-medium\/","alt":"","author":"1","description":"","caption":"","name":"10_mykita_acetate_lerato_black-medium","status":"inherit","uploaded_to":101169,"date":"2022-09-22 15:24:29","modified":"2022-09-22 15:24:29","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.sleek-mag.com\/wp-includes\/images\/media\/default.png","width":1067,"height":1600,"sizes":{"thumbnail":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/10_MYKITA_ACETATE_LERATO_BLACK-medium.jpg","thumbnail-width":64,"thumbnail-height":96,"medium":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/10_MYKITA_ACETATE_LERATO_BLACK-medium.jpg","medium-width":1067,"medium-height":1600,"medium_large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/10_MYKITA_ACETATE_LERATO_BLACK-medium.jpg","medium_large-width":1067,"medium_large-height":1600,"large":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/10_MYKITA_ACETATE_LERATO_BLACK-medium.jpg","large-width":1067,"large-height":1600,"1536x1536":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/10_MYKITA_ACETATE_LERATO_BLACK-medium-1024x1536.jpg","1536x1536-width":1024,"1536x1536-height":1536,"2048x2048":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/10_MYKITA_ACETATE_LERATO_BLACK-medium.jpg","2048x2048-width":1067,"2048x2048-height":1600,"trp-custom-language-flag":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/10_MYKITA_ACETATE_LERATO_BLACK-medium.jpg","trp-custom-language-flag-width":8,"trp-custom-language-flag-height":12,"wpvr_mobile":"https:\/\/www.sleek-mag.com\/wp-content\/uploads\/2022\/08\/10_MYKITA_ACETATE_LERATO_BLACK-medium.jpg","wpvr_mobile-width":1067,"wpvr_mobile-height":1600}}],"settings":{"fit_width":"4","caption":"Code BOLD. MYKITA Acetate Renew x Eastman. Courtesy of MYKITA."}},{"acf_fc_layout":"text_area","text_area":"

S: Sustainability is a crucial aspect of the future of design. How do you continue to inspire forward-thinking for your teams?<\/p>\n

MK: Our understanding of responsible design is intelligently combining innovation, quality and aesthetics. The constant pursuit of improvement, including the more sustainable use of materials and practices, pushes us to look past the confines of the eyewear industry for innovations and fresh impulses. Our design team is also a mix of eyewear designers and product developers from other disciplines, this creates an interdisciplinary exchange that is essential for progress.<\/p>\n

S: How much reduction in the ecological impact can we expect with something such as shifting the materials we use like Acetate Renew?<\/p>\n

MK: This is a pertinent question, however it’s difficult for us to answer in great detail at this moment as we don\u2019t have so much data relating to this. But we do have some statistics we can share: the CO2 footprint per material used for one frame is reduced by a third compared to the traditional one. In addition, because it is made from hard-to-recycle waste plastics, it keeps waste out of landfills, incineration or the oceans and eliminates the use of fossil fuel. So, on both of our main materials, we achieve some level of circularity, keeping materials in use in a loop.<\/p>\n

Visit MYKITA.com<\/span><\/a> to discover the new Acetate Renew collection.<\/p>\n"}]},"yoast_head":"\nMYKITA x Eastman Sets a New Standard for Sustainable Eyewear - Sleek Magazine<\/title>\n<meta name=\"description\" content=\"We visit MYKITA to discover the first collection featuring the new sustainable Acetate Renew and meet with the Founder, Moritz Krueger.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sleek-mag.com\/de\/article\/mykita-x-eastman-sets-a-new-standard-for-sustainable-eyewear\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MYKITA x Eastman Sets a New Standard for Sustainable Eyewear - Sleek Magazine\" \/>\n<meta property=\"og:description\" content=\"We visit MYKITA to discover the first collection featuring the new sustainable Acetate Renew and meet with the Founder, Moritz Krueger.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sleek-mag.com\/de\/article\/mykita-x-eastman-sets-a-new-standard-for-sustainable-eyewear\/\" \/>\n<meta property=\"og:site_name\" content=\"Sleek Magazine\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/sleekmag\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-09-25T16:04:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-10-31T12:17:02+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@sleekmag\" \/>\n<meta name=\"twitter:site\" content=\"@sleekmag\" \/>\n<meta name=\"twitter:label1\" content=\"Verfasst von\" \/>\n\t<meta name=\"twitter:data1\" content=\"Nayeun Kim\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.sleek-mag.com\/#website\",\"url\":\"https:\/\/www.sleek-mag.com\/\",\"name\":\"Sleek Magazine\",\"description\":\"Sleek is Germany\u2019s leading independent media house\/brand for creativity and innovation located in Berlin the creative capital of the world. 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