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Behind the Sce­nes of Our Cam­pai­gn Shoot

For every cam­pai­gn and loo­k­book shoot, we are com­mit­ted to fin­ding a loca­ti­on that we can instant­ly asso­cia­te neu­bau with — a space that incor­po­ra­tes ele­ments of urban design, archi­tec­tu­re, light as well as a per­so­na­li­zed look and feel. Design is cen­tral to what we do at neu­bau and we enjoy the task of loca­ti­on scou­ting, becau­se our rese­arch is a remin­der of what inspi­res us the most; spaces, pla­ces, desi­gners and creators who inspi­re us to be thought­ful with our pro­cess of designing. 

Alt­hough some argue that our cities are fil­led with hund­reds and thousands of stu­di­os to meet the adver­ti­sing and mar­ke­ting deman­ds of our over­sa­tu­ra­ted con­su­mer mar­ket, the­re are some loca­ti­ons that repre­sent some­thing magi­cal — perhaps becau­se of their style or may­be becau­se of their histo­ry. That is the case with the loca­ti­on of our last loo­k­book shoot: the ico­nic Pan Am Lounge in Berlin. 

Pan Ame­ri­can World Air­ways as you might remem­ber, was the first flight to ever cross the paci­fic oce­an and the first to offer pas­sen­ger ser­vice to Euro­pe — not a small feat by any mea­su­re. To achie­ve such suc­cess, the com­pa­ny hired the best pilots and even­tual­ly ended up con­struc­ting the Pan Am Lounge, a space for the flight crew to rest, unwind and rech­ar­ge. Loca­ted at what is known today as the Euro­pa Cen­ter, this West Ber­lin loca­ti­on is unli­ke any other in both its spa­ti­al con­fi­gu­ra­ti­on as well as it’s inte­rior deck up. 

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Sit­ting at the top of the sky­s­cra­per on Buda­pes­ter Stras­se 43, the first ele­ment that cat­ches the eye is the amount of natu­ral light allo­wed in. Alt­hough the space has low cei­lings, the angles at which the light pene­tra­tes is a show in its­elf, illu­mi­na­ting the more unex­pec­ted cor­ners of the space. The space is divi­ded into dif­fe­rent nooks, each crea­ted to maxi­mi­ze com­fort, encou­ra­ging one to sit back, relax and enjoy their time. 

Every ele­ment of inte­rior design has been per­fect­ly pre­ser­ved, from the ash­trays to the anten­na radi­os. Fil­led with plush lea­ther cou­ches, long woo­den cof­fee tables, arti­facts inclu­ding glo­bes, maps and nau­ti­cal art acts as a gent­le remin­der of the air­lines once revo­lu­tio­na­ry visi­on of crea­ting glo­bal con­nec­ti­vi­ty. One of the smo­king rooms is deco­ra­ted to feel like an old hun­ting cabin com­ple­te with stuf­fed tro­phy heads of ani­mals on the expo­sed brick walls. The lar­ge out­door bal­co­ny that runs along the ent­i­re lounge gives access to some of the best views in all of Ber­lin, alt­hough at the time of con­struc­tion (right after the war ended), it must have loo­ked out at a city des­troy­ed to the ground, with the excep­ti­on of the Kai­ser Wil­hem cathedral. 

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Alt­hough the air­line was for­ced into bankrupt­cy in 1991, the lounge remai­ned thanks to the solemn efforts of Nata­scha Bon­ner­man, the cur­rent owner and mana­ging direc­tor of the lounge. She worked ear­nest­ly to pre­ser­ve the lounge, its histo­ry and its signi­fi­can­ce to the deve­lo­p­ment of Ber­lin post war and during the crumb­ling of the infa­mous Ber­lin Wall.

Having been able to use this space to shoot our cam­pai­gn was a real pri­vi­le­ge — we felt instant­ly trans­por­ted to ano­t­her time and that fee­ling defi­ni­te­ly mani­fes­ted its­elf in the final images. Alt­hough play­ful, the con­tra­dic­tion of colors, pat­terns and tex­tures added a lay­er of depth to the shoot that made it a plea­su­re to shoot. It’s always exci­ting to have ano­t­her stro­ke of inspi­ra­ti­on strike the crea­ti­ve team as they walk into a location. 

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