The Jury’s comments: Peter Schmidt is unrivalled in his holistic approach to brand design.
Although not many consumers will know him by name, there is hardly anyone who won't be familiar with the countless logos, packaging and products he has worked on: from Apollinaris, Arzberg and 4711 to Laura Biagiotti, Jil Sander and Joop – over the years Peter Schmidt has lent his hand to major brands, which still bear his signature. He has also designed many magazines, including Harper’s Bazaar. And the perfume bottle he designed for Jil Sander has even been featured from time to time in the New York Museum of Modern Art.
Peter Schmidt currently works with his partners Daniel Belliero, Marcel Zandée and Carsten Corleis, under the trade name PSBZ – THE STUDIOS, serving an international clientele. Among other projects, in 2015 he created the new design for the Bocksbeutel PS. In 2016 he and his team produced a complete design relaunch for DKMS to mark its 25th anniversary.
The sets he has designed for the theatre, opera and ballet, working since the 1990s for luminaries such as John Neumeier, Director of the Hamburg Ballet, testify to his partiality for these art forms. He also masterminded the remodelling of the Hamburg State Opera House, as well as the concert hall in Bamberg. Schmidt's passion for theatre and opera, which he discovered at an early age in his home town of Bayreuth, is reflected in his approach to brand design: he creates a stage on which the brand can move like a dancer, unfolding its own unique character.
A spectacular mirror of the zeitgeist, Peter Schmidt’s work has had a decisive influence on the development of German brands over the past few decades.