Florian Gemmrich
Director / Strategist / Berlin
The question that has shaped fifteen years of work is a simple one: what does it actually take for an organisation to become a meaningful participant in culture? Not to reference it. Not to borrow its vocabulary for a season. But to be genuinely present inside it — known and respected by the communities that make it. That question has been tested across three very different environments. Each one has sharpened the answer.
The first environment was BEINGHUNTED — an independent creative studio operating at the edge of what was forming in global fashion and performance culture before it was legible to the mainstream. Running it as Executive Director from 2017 to 2022 meant developing something difficult to formalize: the judgment to say what counts before the evidence arrives. Over five years, that editorial instinct was applied at brand level for an international client roster — Gore-Tex, Arc’teryx Veilance, Patagonia, Li-Ning, Reebok, On, StockX, adidas Y-3, adidas by Raf Simons.
Before BEINGHUNTED came seven years inside adidas — first as a consultant for adidas Trend Marketing, then as Global Trend Marketing Manager, embedded in Herzogenaurach leading collaboration strategy across Europe, North America, and Asia. The work concentrated on the projects where the margin for cultural error was smallest: adidas Yeezy, the Consortium collaboration programme, and the Concept and Icon Stores in Berlin and Paris. Cultural relevance at scale is a precision instrument, not a volume game.
The current chapter is Fotografiska Berlin, the city’s most significant new contemporary photography institution. Joining in the lead-up to opening as Director of Community & Culture meant building — from the ground up — the institutional relationships, audience infrastructure, and cultural positioning that determine whether a new venue earns its place inside a city’s cultural life. Nearly sixty exhibitions. Partnerships across Berlin’s creative, commercial, and civil sectors. Formats that turned programming into sustained public engagement.
M.A. Mass Communication — Johannes Gutenberg University Mainz. Minors: American Studies, Political Science. German — native. English — fluent. French — intermediate.
Available to organisations that are asking serious questions about their position in culture — and are prepared to act on the answers. This includes strategic counsel at leadership level, cultural positioning, partnership architecture, audience development, and creative direction on projects where the cultural stakes are high enough to warrant real attention.