11 Hungarian brands represent the Hungarian design industry at the London Design Fair

One of the largest international design fairs, the London Design Fair, will take place from 19 to 22 September. The Hungarian Fashion & Design Agency will coordinate the participation of eleven Hungarian designers. The aim is to make Hungarian design brands internationally recognized and successful, and to make more and more people aware of their potential.

The four-day London Design Fair is open from 19 to 22 September for those interested in design, who are interested in 550 exhibitors from 40 countries. At this time of the year, the most sought-after design destination in London will bring together more than 29,000 people: architects, interior designers, designers and a competent audience to take a look at the latest trends from around the world, be it furniture, lighting or textiles. This year, under the coordination of the Hungarian Fashion & Design Agency, 11 Hungarian brands will represent Hungary in a spectacular installation.

When selecting the brands, the existence of environmental awareness and responsible design thinking was an important aspect, the concept of the installation was inspired by practicality and environmental awareness, while the puritan, simple space allowed for bolder designs when designing the exhibition space. When creating the installation, an important aspect was the lowest possible ecological footprint, the use of as little material and energy as possible, also paying attention to the possibility of reusability of the installation.

“With regard to on-site communication, the MDDÜ strengthens the possibility of B2B marketing and potential business deals with an awareness-raising, creative solution: We use AR (Augmented Reality) technology to bring customers closer to brands. In practice, a downloadable application allows interested parties to scan objects or subtitles, giving them access to additional content, such as a brand website and a short interview with the designer’.

– presented the concept by Zsófia Bata-Jakab, Head of the Agency.

Since its foundation, MDDÜ has strived to provide as many coordinated international appearance opportunities for talented designers as possible, highlighting the creativity of Hungarian designers. With the appearances, the agency's goal is to provide talented Hungarian designers with an international publicity that, in the case of a collective appearance, makes a much stronger impression than if the brands appeared alone at these events. Taking into account the best international practices, the MDDÜ implements the international promotion of Hungarian design brands under a single, Budapest-focused, strong umbrella brand (Budapest Select), which, emphasizing the specialty and peculiarity of Hungarian design objects, also strengthens the country image through the creativity of the designers.

Exhibitors: Anna Regős, Viaplant, POSITION Collective, LumoConcept, Planbureau, Plydesign, COMONKA, Nieto Light, SOCOWOO, BEWEQ, Abel Lakatos.

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