Why brands should strive for aura and how design contributes to this, is the topic that Lukas Cottrell, CEO of the Peter Schmidt Group, and Felix Damerius, Executive Creative Director, are bringing to the stage at OFFF in Barcelona (https://www.offf.barcelona). Their keynote, “Own your Aura! The Myth Factor in Brand Building” (Saturday, April 18, 6 p.m.), is a call for creatives and branding experts to have the courage to embrace uncommon creative ideas and trust their gut. 

“Brands that cultivate their aura become desirable,” says Lukas Cottrell. “Brands that orient themselves around performance metrics make themselves comparable — and are questioned. That’s exactly why fixating on superficial KPIs is dangerous.” Design, he says, can make a significant contribution to creating aura and thus increase a brand’s value and relevance. Few agencies possess such comprehensive expertise in this area as the Peter Schmidt Group: In 1972, it helped create the mysticism of Jil Sander – today, as a leading global design agency, it shapes renowned brands like Deutsche Telekom, Weleda, and Mercedes-Benz. How this is done, will be showcased on the OFFF stage. 

OFFF is regarded as the “Coachella” of the design world: For more than 25 years, it has been a defining platform for contemporary creativity. From April 16 to 18, the festival brings together renowned designers, emerging talents, and visionary artists from around the world at the Disseny Hub in Barcelona. Being one of the few selected German agencies, the Peter Schmidt Group brings a distinctive perspective to this international event.