6. August 2019

Running and flying with brand expert Christina Käßhöfer

Christina Käßhöfer assists companies in enhancing the emotional appeal of their brand with the aim of transforming customers into purchasers. As a communication expert, she has in-depth understanding of how to spark emotions. We wanted to know what emotions our White Cube would spark in her, and invited her to a “White Cube Art Project” photo shoot in Berlin to find out more about the freelance powerhouse.

The White Cube strips back what is inside it to the bone, and creates an environment of space. How did you feel when you were in the White Cube? How did you feel when you were being photographed? I had the feeling that I was most completely myself at that precise moment in my life. That moment in Berlin as the sun set over the old Tempelhof airfield, looking out over the former runway, was simply magical. I had the feeling that if I started running, I would be able to fly.

“The White Cube Art Project” is about presenting women with personal “rough edges” or quirks; what are yours? My passion, my creative drive, and my absolute belief in what I set out to achieve often cause me to demand too much of people by setting too fast a pace. And I’m a bad listener––although I have endless patience when my loved ones ask me for advice.

How did you become what you are today? Personalities are like mosaics; they change over the years, but their underlying structure always remains in place. The basis is always shaped by the genetic predisposition we receive from our parents. In my case, it’s easy to trace my father’s creativity in me, and his artistic and affectionate nature, as well as my mother’s quickness to grasp issues and her prudence. The full trust and unconditional support that my parents showed me was another powerful influence; I was able to develop freely and follow my longing to travel abroad at an early age. I still have a strong gut feeling of trust in people and in myself, and a belief that everything will turn out fine.

You recently went freelance. What have your biggest professional challenges been since then, and what were your biggest personal successes? I’m very proud that I took the plunge and dared to take the step into independence. Now in my third year of freelance work, I can point to a broad range of very diverse ideas that I’ve developed for my clients. When previous clients commission me for a new project, that gives me confirmation of the quality of my work. In my consultancy work, I help companies to prepare for the future and carve out a clear-cut position for their brand, expand their business into new areas, and combine their communication and sales channels to form coherent networks.

How has this step influenced or changed you personally? I can feel that by eliminating negative stress I become more serene, more feminine, and more positive. I create a balance between my analytical skills and my intuition. The freedom I take for my passions makes me more creative in my work.

What can’t you live without? A life without love, affection, and physical touch would be dreadful. I couldn’t live without people that appreciate me and care for me. My family. Past visits to East Germany showed me how important freedom is to me, the freedom to take my own decisions, to grow and learn, to travel, explore and discover.

How do you feel now, as a woman in your mid-forties? What are the ideas and topics that occupy your attention? I’ve never had the feeling of not enjoying a specific phase in life. A whole lot of what I wanted to achieve, see, and experience has become reality ––like living abroad for extended periods, then moving back to my home city of Munich after many years, back to a region of lakes and mountains. In my mid-forties I’ve come to accept myself; I can overcome difficult moments by recalling the many wonderful experiences, and the less  straightforward ones too, that I’ve mastered over the years. But I still have so many ideas about what I want to create, and I need to use my time wisely.

What are your hopes for the future–in 10 years, in 20 years? I try to treat every moment with the respect and mindfulness it deserves and rarely think about what’s coming in the future. Anyway, we have so little influence over it.

What’s your personal passion? What makes your heart beat faster? I have three main passions: love of travel, love of great food, and design. My heart beats faster when somebody surprises me by looking into my soul, when I discover a unique design piece, and when I first step onto new ground at a far-off destination.

What can’t you live without? A life without love, affection, and physical touch would be dreadful. I couldn’t live without people that appreciate me and care for me. My family. Past visits to East Germany showed me how important freedom is to me, the freedom to take my own decisions, to grow and learn, to travel, explore and discover.

What role does travel play for you? What was the most important moment of your life as a traveler? My most memorable experience was my first African safari when I was eleven; it awakened a profound longing and love for the continent. After leaving the corporate world behind, I spent a while in Argentina. There we were able to embrace new encounters, routes, and situations spontaneously without lengthy planning, and that opened up a whole new facet of travel for me.

What effect does water have on you? I’m a Cancer, so I have a profound connection to water. I’ve always unconsciously chosen places to live that are on the water–– Hamburg, Chicago, Düsseldorf, and now the Bavarian lakes. Living on a shore or coastline was always my dream, and I’ve made it come true over the long term.

What effect do colors have on you? I go through the same subconscious process as painters do with their “green” or “blue” phases. I love design and interiors and I’m always changing my living environment, introducing new colors, and bringing back mementos with their own story from my travels. I just have to have the colorful pieces from the new Laurèl Collection. That blue dress that matches my eyes is a must!

What was the last crazy thing you did? Oh, I do some crazy things for love. Say no more

What makes you laugh? Watching dogs. Goofing around with friends. My godchild.  

What’s your personal fragrance? I love to smell of fresh grass and my own skin. I really hate perfumed products, so my favorite fragrance is Hermès’ “Le Jardin sur le Nile,” which has such a fresh and lemony scent and reminds me of the gardens in Luxor.