Mercedes-Benz has the idea of “Dream the future together”, and in collaboration with Media Molecule and their game Dreams, begs the question: How do we imagine the world of tomorrow?
- With Dreams, available for PlayStation® 4, developer Media Molecule provides an innovative playground with an easily accessible toolkit that enables gamers to create games, music, movies and more – according to their personal ideas and creativity.
- “As a future-oriented brand, we always encourage collaboration and creativity. At Media Molecule, we have found an excellent collaboration partner to take our commitment within the gaming community to the next level,” says Bettina Fetzer, Vice President of Marketing at Mercedes-Benz AG.
- “The best forms of collaboration are those that produce something new, unexpected and exciting. Mercedes-Benz was an inspirational partner for our first project at Mm Labs. Throughout the entire development process, the Mercedes team encouraged us to let our ideas roam and envision the future,” says Siobhan Reddy, Studio Director at Media Molecule.
In order to actively shape the future and develop a new understanding of desire, the Mercedes-Benz Initiative began in 2019 with a workshop in which four future scientists from this region participated. As a result, these experts have developed four distinct and coherent visions for the future.
Six months later, during the me 2019 conference, Mercedes-Benz expanded the project into a co-creation center with event participants who were inspired by these visions and also shared their own ideas about the world they would like to live in. Designing, drawing and building were important steps in turning their ideas into reality. The result was a plethora of creative concepts, walls full of drawings, a detailed model of the city of the future and many open discussions. Participants were particularly interested in the themes of ‘sustainability’, ‘community/common spaces’ and imagined cities filled with nature and based on a strong sense of community.
“As a brand that looks to the future, we always encourage collaboration and creativity. With Media Molecule, we have found an excellent collaboration partner to take our commitment within the gaming community to the next level. Dreams provides an ideal space for gamers to develop desirable visions for the future.” says Bettina Fetzer, Vice President of Marketing for Mercedes-Benz AG. “This collaboration symbolizes a new way of researching and creating favorable future visions for future generations from around the world.”
“The best forms of collaboration are those that lead to something new, unexpected and exciting,” says Siobhan Reddy, Studio Director at Media Molecule. “Mercedes-Benz was an inspirational partner for our first project at Mm Labs. Throughout the development, the Mercedes team encouraged us to let our ideas roam and imagine the future. We enjoyed seeing our Dreams-Community programmer, Scott Vanderberg, bring us a different look at Dreams’ gameplay. Thank you Mercedes for being our first partner in the Mm Co-Lab project – we hope this will be the first of many.”
The “Dreams & Mercedes-Benz” experience will be available to all Dreams players from July 8, 2021. Mercedes-Benz and Media Molecule are also inviting the Dreams Community to participate in a special Dreams Community Game Jam, which will take place from July 13-26 and come up with future scenarios. The contributions show in an exciting way what the younger generation desires, how they envision a positive future and what needs to be done for it.
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