In 1977, Waltraud Bethge founded her company in Eppendorf: a small shop with a screen printing studio tucked away in the back courtyard, dedicated to paper and writing crafted with meticulous care and individuality. Since joining the Leuchtturm Group in 2016, the brand launched a competition to reimagine its visual identity – a challenge won by design agency Being Born. The result: a powerful brand claim that captures the essence of the company's character: "Discover the extraordinary."

The challenge was to weave the company's heritage into its new visual identity. Katja Born's team rose to the occasion by creating an immersive spatial experience—one that brings to life the dynamic tension between Elbchaussee's refined elegance and the raw energy of Reeperbahn. Premium craftsmanship collides with experimental forms, cutting-edge materials, and creative freedom. The result feels effortless: a sophisticated dance between high-end refinement and industrial edge, articulated through a precise visual language that honors product quality. Restrained, earthy tones are punctuated by purposeful color accents. Clean, pared-down surfaces provide the perfect backdrop for delicate products, while deliberately contrasting with rough, raw materials.

At the heart of the space sits an artfully curated arrangement of antique furniture—a signature design move that commands attention and sparks recognition. Composed of vintage desks and secretaries, this one-of-a-kind installation merges two opposing sides of Hamburg. Fragmented and seemingly random, yet deliberately defying conventional order, the arrangement transcends mere function. It provokes curiosity, asks questions, surprises—and ideally, brings a knowing smile. This is a place to pause, explore, and stumble upon discovery. The antique furniture naturally evokes its classic companion: the oriental rug. Here too, tradition takes a new turn. Applied directly to raw concrete, the Persian carpet pattern extends the display narrative and adds unexpected dimension to each carefully chosen piece.

www.beingborn.de

Photos:
Being Born
www.beingborn.de

(Published in CUBE Hamburg 02|25)