Milan Design Week - Budapest Select - Patterns of Being

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Press Contact: CAMRON Global, creativehungary@camronglobal.com

 

ABOUT CREATIVE HUNGARY

Creative Hungary (formerly known as the Hungarian Fashion & Design Agency) is a state institution responsible for developing Hungary’s creative industries. Since 2018, it has provided structured professional support to actors in the fashion, design, beauty and gaming sectors. Our mission is to help Hungarian creative enterprises become more competitive, strengthen their presence on international markets, and contribute to Hungary’s economic and cultural positioning.

 

ABOUT BUDAPEST SELECT

The Creative Hungary, considering the best international practices, created the Budapest Select umbrella brand so that Hungarian products can be more easily identified abroad. The brand aims to provide greater visibility for domestic brands during international appearances through strong and unified communication while retaining individual characteristics as well. In the long run, the goal of Budapest Select is to position Hungarian creatives to a high international level of recognition.

 

BUDAPEST SELECT - PATTERNS OF BEING

21-26 April, 2026

Milan, 5VIE, Via Olmetto 1.

FACEBOOK EVENT  

 

CURATORIAL CONCEPT

Budapest Select - Patterns of Being collective exhibition explores the role of humans in shaping the world through the intersections of design and art - portraying humanity as a being drifting in currents, striving for change, accepting fate, living in cycles, and taking responsibility. The exhibition presents the reflections of contemporary Hungarian creators on the call to action “Be the Project” across five thematic sections, responding sensitively to cultural, social, ecological, and material‑ and form‑related challenges. The selected artists and designers offer works that not only hold aesthetic value but also carry intellectual depth: exploring the possibilities of material use, the memory embedded in form, cultural heritage, the reinterpretation of craft and industrial traditions, the relationship between humans and nature, and questions of ethical responsibility. The project's aim is to provide the audience of Milan Design Week with a diverse yet coherent picture of the current aspirations of the Hungarian creative scene and its representatives - those who, through the transformations of the present, are sketching a delicate map of the future.

 

CURATOR

Hanna Imre

Hanna Imre is a curator and cultural consultant working across contemporary art and interdisciplinary creative projects. Her practice focuses on exhibition-making, narrative-driven concepts and international collaborations. She has broad experience in institutional programming, large-scale cultural initiatives and strategic communication.

 

ARCHITECTURAL CONCEPT

The concept responds to the curatorial framework by placing humans at the centre as sensitive and active participants, while space, materials and light create a “breathing framework” for experience. The use of Phragmites australis (common reed) refers to Hungarian cultural traditions, ecological awareness and responsible material use. Locally available, renewable, compostable and recyclable, it establishes a harmonious connection with natural cycles. Within the installation, individual spatial units employ structures, light and sound relations to generate distinct atmospheres, while visitors remain active agents of perception. The exhibition communicates both inwardly and outwardly towards the urban environment, inviting passers-by and incidental audiences to engage with the project. Overall, the concept is human-centred and materially and ecologically driven, using reed to emphasise the interconnections between technological, social and natural cycles.

 

ARCHITECT

VÜ Architects

VÜ Architects is an emerging architecture studio exploring the relationship between landscape and the built environment as a unified system. Their work combines structural clarity with material experimentation and contextual sensitivity. The studio develops spatial concepts across scales, creating thoughtful and forward-looking environments.

 

EXHIBITORS