5th - Norbert Lueg

Norbert Lueg

Norbert Lueg was born in 1958 in Paderborn and lives in Mülheim / Ruhr since 1965. He studied Communication Design at the University of Essen ('Folkwang Schule').

He graduated with honors as a student of professor Vilim Vasata. Later he worked as an Art & Creative Director for advertising and PR agencies. Since 2004 he is a freelance art director, designer and illustrator for advertising agencies, publishers and direct customers.

"The design of the helmet is the result of a spontaneous association with my home, the metropolis Ruhr: A grinning black cat with a gold tooth. (... Whatever the viewer wants to interpret ...) "


The Arts of Cultures – Art as a key for dialogue of cultures

The heart of the brand Melon® is the dialogue with global cultures and markets, where Melon is delivered to. This creates respect and creativity on both sides and is a fertile soil for a long brand friendship. “Arts as the international language will show us the fascinating different profiles and styles of each country,” says Michal Cervenka, Co-Founder of Melon®.

On the Eurobike 2013 the first Arts of Cultures Collection was presented by the art agency & gallery Partizan from Budapest, Hungary. In Summer 2014 artists from Romania had created fascinating helmets artworks, which were exhibited on the Eurobike 2014. Just right now the 3rd part of the program “The Ruhr Metropolis Helmet” is shown in virtual gallery.

A crash helmet is protective gear, a fashion item and a work of art at the same time. Underneath the helmet there is a personality, memories and creative ideas, which suddenly all have come to surface by the artists sending out their messages through this work.

Melon® invites all target markets to take part in creating a global profile of design tendencies and trends of different cultures during the next years.

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