2026/02/02
The aim of the call for curatorial proposals for the collective Hungarian exhibition at Milan Design Week was to develop a concept that responds to the challenges of contemporary design and the current issues of the Hungarian creative scene. Launched by Creative Hungary under the motto Be the Project, the call sought to realise a contemporary, sustainable Hungarian presence that is also interpretable within an international context, under the Budapest Select umbrella brand. Based on the decision of the professional advisory board, Hungarian design brands will showcase at Milan Design Week through the curatorial vision of Hanna Imre, with works and narratives that enter into dialogue with one another.
Hanna Imre is a curator and arts and creative consultant who has worked both on domestic and international projects. Her work centres on narrative thinking, the question of personal sustainability, and the social contexts of contemporary design. She brought this perspective to her curatorial proposal for the Hungarian exhibition at Milan Design Week, which received the unanimous endorsement of the professional advisory board.
In the following interview, the curator discusses her professional approach, the issues that most engage her in the world of contemporary design, and the conceptual directions of the Budapest Select exhibition for Milan Design Week.
How would you describe your own curatorial approach, and what most defines your work?
When selecting and arranging objects in my curatorial work, I place great importance on the story behind each piece and how the creator’s vision is expressed. Usually, I do not think in terms of individual objects, but narratives that build on each other. A concept works for me when smaller stories, even differing perspectives, can enter into dialogue, ultimately creating a coherent system.
Which topics or issues currently occupy your attention in the world of contemporary design?
Without aiming for completeness, sustainability in design, the possibilities for preserving artisanal traditions, collectible design, the indirect and direct effects of social media and AI, and the most important factors likely to influence design in the coming decades.
What professional experiences or past projects have shaped the approach you brought to this work?
In general, I try to distance myself from my previous works in each new assignment and focus on the narrative I am currently building. However, the theme of personal sustainability has been on my mind for years: how, as individuals, we can create a life in which every—or at least most—aspect is sustainable for us, while remaining active participants in society. This approach also informs my professional practice, and it is reflected, to some extent, in this year’s Budapest Select exhibition at Milan Design Week.
Why did you apply for this call?
Until now, I have mainly worked on fine-art projects, so I thought it would be exciting to approach design from a slightly different curatorial perspective. In addition, I felt a strong connection to the Be the Project motto, which can be interpreted as an encouragement to remain resilient in the face of external circumstances while drawing strength from within ourselves. This inner strength must then be expressed outwardly to thrive in today’s world. I believe many of us strive for this, with varying degrees of success.
What do you think is the most important role of a curator today in the dialogue between design, creators, and the audience?
The role of a curator is multifaceted, and in their work, they must meet at least two key criteria: professionalism and accessibility. A curator cannot simply be an educator, but at the same time, they must avoid being overly snobbish or too niche. The most important task is to find a communicative balance that allows curators to engage meaningfully with experts in the field—sometimes offering new perspectives—while not alienating those outside the profession.
What conceptual direction is particularly emphasised in the Hungarian exhibition at Milan Design Week?
The theme Be the Project carries multiple interpretations, reflecting the varied contemporary approaches to existence and life. Through the exhibition, I wanted to showcase these different patterns and approaches. The display examines the role of humans in shaping the world through the intersection of design and art, aiming to provide the Milan Design Week audience with a diverse yet coherent insight into the current efforts and players of the Hungarian creative scene.
Photo: Panna Donka
© Creative Hungary. 2026. Minden jog fenntartva.
