VIGNALE | Interview

4 / 4

Merchandising 69
Networking is an important trend theme in
the automobile sector. Are such themes in-
corporated into the Lifestyle Collection?
Tsubaki: For new launches such as the voice-con-
trolled communication technology Sync, we try to
integrate corresponding products into the collec-
tion. For example, a Smartphone holder for the
B-MAX, an earphone for the Fiesta or even special
Smartphone gloves for the touchpad of the Kuga.
Sometimes, however, we go about it the other
way around and add mobility to classic household
Ford Lifestyle Collection
In 2010, the Ford Lifestyle Collection was launched, which currently comprising of around 140
products and enhances the mobile world of Ford Europe – it includes textiles, glasses, watches,
bags and cups. In close coordination with Erika Tsubaki of Ford Design and Andrea Arias of the Ford
Customer Service Division, cyber-Wear develops the merchandising items for the car manufacturer.
The cyber-Wear team supporting the CEO Steven Baumgärtner and Uwe Gothow are not only re-
sponsible for the development, production and distribution of the Lifestyle Collection, but also for
the shop and for the collection’s presentation at the big European
trade fairs.
Brand association,
quality and attention to
detail are the yardstick
for every product.
The makers of the Ford Lifestyle Collection (f.t.l.): Andrea Arias (Ford Customer Service Division),
Erika Tsubaki (Ford Design), Steven Baumgärtner (cyber-Wear) and Uwe Gothow (cyber-Wear).
themes. We namely launched an Espresso2go ma-
chine including a branded neoprene bag for the B-
MAX – which is flexible and compact like the car.
Baumgärtner: Moreover, together with Ford
Design, cyber-Wear developed a concept for an
eBike – including the frame construction and pro-
duction of the prototype, which triggered off a
real media buzz at the IAA 2011. The bike with
battery-powered pedal-assistance has not yet be-
come a mass-produced item, but it nevertheless
demonstrates how far such a cooperation can go.
Andrea Bothe and Dr. Mischa Delbrouck spoke
to Erika Tsubaki, Steven Baumgärtner and Uwe
Gothow.
photos: cyber-Wear Heidelberg GmbH; Ford Motor Company (1)
This interview was first released in the sixth
issue of HAPTICA®. Concrete advertising.
For more information about the magazine for
the successful implementation of promotio-
nal products see:
HAPTICA®
WERBUNG
KONKRET
FordLiFestyLeCoLLeCtion:FeintuningFürsMerchandising
sChwedisChestudie: ForschertastensichansFingerspitzengeFühlheran
NR.06 //APRIl2014//ISSN2193-0619//
abgedrehtewwF-aktion
wirbtMittonträgernausholz