360 Design Budapest has become one of the leading design exhibitions in the region in only five years. What role does it play in the Hungarian creative scene, and how does it fit in the Agency’s work supporting the creative sector? – In connection with the opening of this year’s exhibition, these were some of the topics we discussed with Zsófia Jakab, CEO of the Hungarian Fashion & Design Agency and Ministerial Commissioner for Creative Industry Development and Sectoral Coordination. (The interview is also available in the printed publication Körkép, presenting the exhibition to visitors.)
What makes 360 Design Budapest such a significant event?
Our main goal was to showcase the role of design surrounding us and draw attention to the fact that, in case we want to purchase a design object, we can choose a product conceived by a Hungarian designer and produced by a Hungarian manufacturer. At the same time, we strived to create a broad platform for Hungarian design, where the public, designers, manufacturers, and the domestic and international press can meet. I remember that in the first year, when discussions spontaneously began between designers and manufacturers in the exhibition space, we knew that the exhibition was worth organising for that reason alone. This experience has been repeated every time since: real collaborations often emerge from the exhibition. However, it is undeniable that the product selection, the fascinating objects, constitute the backbone of 360DBP. Gáspár Bonta played an equally important role in ensuring that year after year, the exhibition space showcased an accurate and engaging cross-section of domestic and regional design. As curator and programme director, he shaped the concept and vision of the exhibition for five years. His work has immensely contributed to the successes 360DBP has achieved so far.
The public consciousness often regards design merely as a term for “pretty objects”. Does it really mean only that?
No, product designers always seek to answer more than aesthetic matters. Design is present in almost all areas of life, including furniture, transportation, healthcare, packaging, and education. Behind a well-designed form always lies effective functionality, an innovative user experience, efficient production technology, sustainability, and a profitable business strategy. The real value of an object is not only determined by the design, but by the entire creative industry ecosystem behind it. The importance of this is well-illustrated by the global economic role of the creative industries: they account for three per cent of the world’s GDP, and a further 45 per cent growth is expected by 2030. Across Europe, revenues from the creative industries already surpass those of the telecommunications and automotive sectors. In Hungary, the industry maintains domestic production capacities and creates highly skilled jobs. Therefore, it not only creates cultural value but also drives the economy. It is also significant because international data suggest that the creative economy could account for up to 10 per cent of global GDP over the next decade.
Where does Hungarian design stand in the international scene?
I often find that international partners show a strong interest in Hungarian design. They value the unique character of designers in Central and Eastern Europe, particularly their ability to represent cultural heritage and draw on traditions, which Hungarian designers consistently reinterpret with a contemporary, innovative twist. I often see at different international exhibitions and trade fairs that there is a “freshness” in the works of Hungarian designers that sets them apart from their foreign peers. Moreover, our manufacturing base is also outstanding. Hungarian manufacturers build on strong professional foundations, which is why many international brands continue to produce their products in Hungary today. Thus, I see the real challenge not in aesthetic or manufacturing issues but rather in how we can transform creative ideas into a durable market presence.
How can the Hungarian Fashion & Design Agency help with that?
Firstly, through our programmes, which aim to turn creative ideas into products and then into market-ready brands. We support their development by providing the broadest possible visibility. So far, Hungarian designers have showcased their works at 14 international design weeks under the coordination of the Agency. We have been organising 360 Design Budapest for six years now, which, through the presence of regional exhibitors, directs focused international professional and media attention towards Hungarian creators. At the same time, it is also our intention that more and more people discover and choose Hungarian products. For this reason, since last year, we have been focusing on expanding Budapest Design Week programmes nationwide. This year, nearly 180 events await visitors at various locations in the capital and across the country, including, of course, the 360 Design Budapest exhibition.
A key goal for us is to strengthen the competitiveness of domestic businesses, enabling the creation of export-ready and sustainable brands, and supporting areas spanning from education, manufacturing, and market entry. Several of our programmes support designers through mentorship, the expansion of their business knowledge, international networking opportunities, and by encouraging collaboration with manufacturers. These include participation in international trade fairs, domestic professional events, and knowledge sharing. In every area, we work to ensure that the Hungarian creative industry can develop in the long term. I believe it is crucial to build a strong creative industry ecosystem based on collaboration, where participants not only work alongside each other but also create together. We ourselves follow this approach: since 2021, the 360 Design Budapest exhibition has been realised in collaboration with Art Market Budapest and Budapest Design Week, and we even took over the organisation of the latter last year. For a long time now, we have also been collaborating with the Museum of Applied Arts, domestic manufacturers, international design industry organisations, and professional media. We are proud to have partnered with the ELLE Decoration EDIDA awards gala for the second consecutive year, further strengthening Hungary’s position in the international design scene.
360 Design Budapest’s successes go beyond the Hungarian scene. How far can Hungarian design progress on the regional level?
Our goal is for Budapest to become the leading creative industry hub of Central Europe by 2030. The strength of Hungarian design lies in its ability to carry our cultural roots while simultaneously speaking in a fresh, globally relevant language. If we can consistently represent these two, Budapest will not only follow regional trends but set them. I believe that in the coming years, more and more stories will start in Hungary, or even at 360 Design Budapest, and flourish in global markets. This success will create value not only for the designers but also for the entire national economy.