Waltraud Bethge founded her company in Eppendorf in 1977: a small store and screen printing studio in the backyard with a focus on paper and writing - individually and with the highest level of craftsmanship. Bethge has been part of the Leuchtturm Group since 2016. It organized a competition for a reorientation of the brand image, which was won by the design agency Being Born. The agency developed a "claim" that succinctly summarizes the character of the brand: Finding the extraordinary.

The aim was to integrate the company's origins into the new design expression. To achieve this, Katja Born and her team brought to life the exciting contrast between the dignified, elegant heritage of the Elbchaussee and the aesthetics of the Reeperbahn. Quality meets experimental forms, modern materials and stylistic openness. The tonality remains informal - a play between sophisticated and industrial chic, with a precise design language that emphasizes the value of the products. Restrained, muted colors are complemented by targeted accents. Smooth, minimalist surfaces create a stage for delicate products and deliberately contrast with rough, untreated materials.

A centrally positioned, artistic arrangement of antique pieces of furniture provides both recognition and a moment of surprise - an unusual design element and an eye-catcher. In this unique piece, composed of desks and secretaries, two contrasting Hamburg worlds come together. Fragmented, seemingly randomly arranged and deliberately beyond conventional physical order, the object eludes mere functionality. It invites discussion, raises questions, perhaps irritates, and at best makes people smile. This place invites you to linger, browse and discover. Antique furniture - the association with oriental carpets as a classic counterpart is not far off. This too has been removed from its traditional role and placed in a new context: Applied to the raw concrete floor, the classic Persian carpet pattern expands the presentation level and gives the exhibits an additional dimension.

www.beingborn.de

Photos:
Being Born
www.beingborn.de

(Published in CUBE Hamburg 02|25)