Dietmar Mühr is founder and managing director of PLEXGROUP, a brand agency that combines the expertise of designers, architects, IT experts and strategists. As an owner-managed agency group and creative consultancy, PLEXGROUP has been turning brands into worlds for over 30 years. The team of around 30 people captures complex brands and gives them their own language - digitally, in print or in space.

In our interview, Dietmar Mühr talks about the early days of his agency, founded in 1990. He draws a line to the present and reports how the current project Sanitary Space 2025 was initiated in response to the Covid19 pandemic. He also recalls his first encounter with the IDZ - starting point of a long and intensive relationship. Mühr was a member of the IDZ board from 2003 to 2019, and even served as its chairman for almost four years (2003-2006). Finally he very convincingly encourages us to read John Dos Passos' early work.

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