Mercedes-Benz Fashion Week Logo, cold white neon sign on metal structure attached to wall
The link between fashion and neon is so evident in contemporary lifestyle that sygns’ involvement in this year’s Berlin Fashion Week was a matter of allegiance towards modern culture.
Since the use and function of neon in fashion has developed considerably since its introduction into 20th century advertisement strategies, we have shaped sygns’ presence at Fashion Week so as to present the diverse ways in which neon can engage with fashion today.
Our sign of the official logo of the Mercedes Benz Fashion Week, which hangs on the façade of the Kaufhaus Jandorf, marks the new location for the shows and presentations of the week. With Fashion Week the historic department store became a symbol of forging the innovation out of a re-interpretation of the old; which makes for a nice parallel for the way in which neon, from its commercialized employment throughout the 20th century, has flourished into a 21st century conveyor of modernity and style.