CHROMJUWELEN • BUILDING A MOTORKultur UNIVERSE
Life is too short for ugly cars
Chromjuwelen starts in 2005 as an online-community for car aficionados to network and to share own car builds. Initiated as a pure passion project to study content- and community management, Chromjuwelen grows up over the next five years to one of the most influential online car resources for passionate car content, with thousands of followers on the arising social media platforms. We report about people and their cars from Las Vegas to Dubai, from rough guys on Route 66, from Italien gentlemen on Mille Miglia and from carlovers from the most unexpected roads and deserts on earth.
The claim Life is too short for ugly cars becomes the mantra. Besides learning about diverse global car scenes, curating a magazine, building a brand and its content management system, Chromjuwelen is our own research department. Since 2005, we constantly study social media tools and multi media technologies and are able to test them on our own portal.
The brand and the magazine and its handcrafted and curated content was soon recognized by the auto industry. We collaborate with many partners including Mercedes-Benz, Continental, and the publishing house of Axel Springer.
A short portrait about Chromjuwelen was made by filmmakers faust & heisler:
We started getting attention with Chromjuwelen, with our own highly divisived story. We swapped the American engine of our Pontiac LeMans into a Japanese beast. Following this car, we built further show cars for General Tire and Europoker.
Attending international car events, press events and art galleries, we collected more than 220.000 articles, 2.300 films and 7.500 stories.