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Style icon and international designer, Veronika Heilbrunner, has just proven that everyone can create their own personal smart. At the just-concluded Mercedes-Benz Fashion Week in Berlin, Veronika Heilbrunner revealed her individual smart fortwo | BRABUS tailor made under the motto “Reveal the Iconic You!”.
The reveal , which is the outcome of her collaboration with smart , demonstrated the seemingly endless possibilities that the smart BRABUS tailor made programme offers customers when it comes to individualisation.
The two-seater styled by Veronika Heilbrunner was revealed along with premium fashion photography and a behind-the-scenes video at the event. For the exterior paintwork the street style icon created the shade “velvet blue”, which makes the sporty smart fortwo sparkle in the sunlight. The coordinating rims are in “royal gold”. Both colours have been added to the latest tailor made programme colour catalogue. The interior is dominated by black leather. A contrasting, tailor-made ruby red glass cap gleams on the gear knob. And the head restraint on the driver’s seat is embroidered with the stylist’s initials.
Senior Managers, Marketing Communication and Brand Management smart, Dr Denise Heinermann-Bieler and Carolin Güthenke, commented on the motive, saying “A smart is the perfect car for the city and, as such, the perfect vehicle for expressing urban individuality. That’s what we want to show with this project. We have always found innovative ways of highlighting the creativity of the urban lifestyle car and the wide range of design possibilities the smart offers.”
But it was a painstaking though inspiring effort for Veronika Heilbrunner as she went on a journey to gather inspiration for her individually styled smart, speaking to creatives and designers about materials, colours and production options. This gave her a better idea of the possibilities that smart BRABUS tailor made offers. And over the course of several months, her highly personal smart fortwo | BRABUS tailor made gradually began to take shape.
“It was an inspiring experience for me, designing a car rather than fashion. I wanted to experiment with colours and materials to create something very personal,” stated Veronika Heilbrunner. “As individual as I am, and as creative as fashion – the smart fortwo | BRABUS tailor made by Veronika Heilbrunner reflects my ideal of perfect individualisation.”
smart said though the car is a one-off product, customers will be able to create an almost identical replica for their own private use with the aid of the smart BRABUS tailor made programme.
The internationally renowned fashion photographer Sabrina Theissen captured the process of creating the smart fortwo | BRABUS tailor made by Veronika Heilbrunner in an impressive series of images. These photographs, along with the vehicle itself and a film featuring behind-the-scenes details and interviews with Veronika Heilbrunner formed part of the MADE exhibition at the Appel Design Gallery in Berlin-Mitte.
.Innovative Lifestyle Configurator on Instagram
Those looking for inspiration for their own creation will also find the smart fortwo | BRABUS tailor made by Veronika Heilbrunner at www.smart.com, in the section detailing the individualisation programme.
The individualisation programme is also being highlighted on Instagram: a Lifestyle Configurator allows users to answer questions on their personal lifestyle and find out how their own smart BRABUS tailor made could look. The answers to the questions are hidden behind the images from a diverse range of Instagram channels, providing a fun way for users to hone in on their personal smart | BRABUS tailor made model.
Veronika Heilbrunner
A stylist and fashion director of the online magazine “hey woman!”, Veronika Heilbrunner was born in Munich. Currently living in Berlin , she is among the world’s most influential street style icons, according to Vogue.com. Her unmistakable, sporty and romantic looks have inspired fans and earned her followers in the fashion scene around the globe.
The smart BRABUS tailor made individualisation programme
Individualisation is one of smart’s great strengths and, as a result, smart BRABUS tailor made, launched in 2010 and established worldwide, has proven a success. The smart BRABUS tailor made models are “tailor made” in the truest sense of the word. They are individually customised by hand, using high-quality materials, and there are virtually no limits to the customers’ creativity. The smart BRABUS tailor made programme is all about urban individuality, helping turn the smart into a personal one-off.
