More than a Souvenir — Disover the IFA Merch

Since 2024, IFA has been collaborating with Berlin based  streetwear icons Overkill. The design team blends retro-tech, urban pop culture and streetwear into a merchandise collection that bridges the worlds of the trade fair and street culture. In this interview, Micha Haiduk from Overkill explains how the project evolved into a fashion statement for a new generation of IFA visitors.

Helmut Lortz, designer of the “funk otto” Emblem

How did you approach the task of designing merchandise for IFA?

We saw IFA not just as a tech fair, but as a space where culture, technology and lifestyle come together. Our approach was visual, musical and atmospheric – shaped by urban pop culture and a generation that expresses itself through style and attitude. Inspiration came from all over – retro-tech designs of the ’70s and ’80s, Berlin’s graphic architecture, digital glitch aesthetics, club flyers and streetwear. It all comes together in a bold yet cohesive design language. For us, it was about creating not just a product, but a canvas – for visitors, creators and ideas that extend far beyond the fair itself.

The collection feels young, urban and contemporary. Who did you have in mind?

We wanted to break away from the usual trade fair clichés. Our question was: how can merchandise feel relevant today – especially for an audience spanning the creator economy, music subcultures and a passion for tech? The target is culture-savvy people who feel at home in both digital and physical spaces: young professionals, design enthusiasts, festival-goers, internationally connected creators. We wanted to think in terms of communities, not categories. For them, the capsule should be a style statement, a keepsake, a conversation starter – not just a souvenir.

Is there a key piece that stands out for you?

Yes – the T-shirt with the oversized back graphic and bold typographic statements. It captures the spirit of the capsule: loud, graphic,and confident. The logo isn’t a mascot but a distinctive visual voice for IFA. This shirt is the anchor of the collection – designed to be seen.

The iconic “Funk Otto” logo was originally designed by Helmut Lortz in the 1970s. Why does it feature so prominently?

Because it’s a strong piece of design – not as a nostalgic throwback, but as a symbol with history. It offers instant recognition while providing a canvas for new contexts. We’ve exaggerated it, scaled it up and reworked it. For us, it’s technoid, edgy, ironic and serious all at once. That ambivalence makes it relevant for a new generation of IFA visitors. It’s not a gimmick – it’s a statement.

What was the biggest challenge in designing a collection for IFA?

Translating our creative language into a new context without losing ourselves in the process. In our own projects, we work freely; here, there were both commercial and cultural requirements. The aim was to preserve the spirit of modern streetwear while still making it work within the trade fair environment. It wasn’t about compromise, but about finding a new middle ground between fashion and function. IFA offered the perfect conditions for that: an international audience, high visibility and new target groups. The capsule became a bridge – linking technology and subculture, the exhibition hall and street culture.