Pure light: Occhio CEO Axel Meise on building a brand

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When it comes to design and brand presentation, Axel Meise won’t accept any compromise,« writes Christiane Appel in m+a. »There’s a reason why, with Occhio, he has carved out a unique position in the lighting market. His company is a market leader in the area of high quality designer lighting.« She quotes Axel Meise as follows: ›When you work with lighting and design, you always work in architecture too. That means that our exhibitions stands always have to be something special too.‹ Mrs Appel subsequently also spoke to Peter Martin: »The stand won Best of the Best in the Red Dot Award. Meise is not a person to hide his light under a bushel. He knows what he’s capable of. If the company shows great presence at exhibitions, he wants to see that rewarded, in design competitions for example. The uncompromising businessman not only has a like-minded partner in Christoph Kügler, Peter Martin is also feels the same. The founder of the brand agency Martin et Karczinski has been uniquely bringing strategy and design together for 12 years. (...) Peter Martin: ›Particularly with such a prestigious international competition, it is astonishing that apples are being compared with pears, but we compare the IAA with light+building and compare the massive budgets of global organisations with SMEs. In the future, I would like to see the jury focusing more on uniqueness and brand understanding.‹ The brand concept? A creative process, says Meise and emphasises that it is always a joint effort. The basic conceptual ideas usually come from Peter Martin, who in particular has the brand’s ongoing development in his mind. From this basis, everyone concerned can work intensively together: ›Our brand images thrive on the fact that they bring together different perspectives.‹«

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