Arnd MUELLER
Arnd Mueller is a creative brand builder who has successfully developed brands and businesses for leading companies in the entertainment, fashion and lifestyle industry across both Europe and the US.
As VP Marketing for Lilium, Arnd is currently focused on building the brand for a Munich-based startup that has raised more than $100m to develop a revolutionary on-demand air mobility service. Lilium revealed its latest all-electric, vertical take-off and landing jet five-seater jet in May of this year.
Arnd started his career in the music business at BMG Entertainment in 1992. In 1997, he joined the Walt Disney Company where he spent the first five years of his career in business development, marketing and commercial roles in their Central European Consumer Products Division before being promoted to the headquarters to lead the US Disney Apparel business. While he grew the core category, he also initiated fashion collaborations with brands such as Adidas originals, expanded Disney’s adult fashion business with vintage character design, and expanded the portfolio to the 'tween' business segments with best-selling collections based on Miley Cyrus’ Hannah Montana show.
In 2009, he joined the US fortune 500 company Avery Dennison, managing Global Marketing and Market Business, overseeing their product development and the management of their global network of design studios, consulting global sports, fashion and retail customers with branding solutions.
In 2011 he joined the global lifestyle brand and retail chain ESPRIT, as Chief Brand Marketing Officer & General Manager. In this role he led their brand transformation effort including initiatives such as the #ImPerfect campaigns and fashion collaborations with the design house Opening Ceremony (Humberto Leon and Carol Lim).
questionnaire
1. What was your very first job? What does it feel like to look back at it now?
Besides delivering Pizza as a student, my first serious job was in the music business, as a trainee and assistant at BMG Entertainment. Looking back it makes me remember how hard it is as a young person to venture into the tight framework of the business world. It built my empathy to give opportunity to young talent, particularly to grow as leaders and individuals.
2. Please describe, in your own words, what your current job is and what work it entails.
I am currently pouring all my passion into creating a global love brand at Lilium, a Munich-based startup that is looking to truly disrupt the way we travel in the future. We aim to enable a world that will let us travel emissions-free anywhere, anytime from point-to-point without cutting down forests, building bridges or digging tunnels.
3. How did you discover that the creative world is right for you? Was there a time in your life that you credit to this discovery? Which train of events did bring you to where you are today?
I never defined myself as being ‘a creative’. I saw myself as a curator of creativity to a specific purpose. For me creatively is mainly derived from teamwork, diverse viewpoints and individual subject matter experts and talent working together. To find that optimal mix and to be the leader that gives direction in the process - contributing here and there - but mainly controlling the end result to a vision, has always been my orientation.
4. In your constantly growing and expanding industry, how and where do you usually find inspiration to keep your work fresh, innovative and relevant?
Inspiration can come from anywhere, but I would argue that most innovation is created by crossing aspects, trends and influences that usually don't fit together or have never been in such context before. I believe in fusion of at least three aspects to define a new creative place. In my mind it works a bit like a GPS system in your car, where three lines meet in order to define a specific place in space and time. It is interesting to mix at least three aspect plus timing to create true innovation.
5. If you had to pick one piece of work or project that you are most proud of, especially for the creative work and innovation it required rather than its recognition or industry success, what would it be?
I am very proud of the first design collection of Esprit x Opening Ceremony designed in collaboration with Humberto Leon and Carlo Lim (Opening Ceremony). That line and brand was for me a milestone to remind Esprit of its soul and potential. With this collection Esprit refound its heritage and roots, reinventing its unique style expression that once defined 90’s fashion - but with a new contemporary, yet consistent interpretation.