2026/02/06
Outstanding Hungarian design industry brands showcase collectively at Frankfurt Ambiente from 6 to 10 February 2026 under Creative Hungary’s organisation. The joint appearance under the Budapest Select umbrella brand can successfully strengthen the export position of businesses, especially in German-speaking markets. At the same time, it can effectively draw the global professional audience’s attention to the innovative and internationally competitive Hungarian furniture manufacturing and lighting technology product design. For the first time in the history of Ambiente, with the Hungarian collective showcase, Creative Hungary supports domestic manufacturers’ international market-entry strategies.
Creative Hungary created the Budapest Select umbrella brand, considering international best practices. Its goal is for Hungarian exhibitors to reach outstanding visibility in their international appearances through unified visual communication while retaining their individual brand characteristics and identity.
Based on feedback from Hungarian design industry businesses, Creative Hungary launched a call for manufacturers’ participation in Ambiente 2026, a trade fair that plays a leading role in the German and global markets. With its decades-long history, the event presents the latest products and solutions along four main thematic areas: Dining, Living, Giving, and Working. Each year, the global professional event attracts tens of thousands of visitors from nearly 150 countries from the commercial and service sectors, including decision-makers from hotel and restaurant chains, interior designers, trade journalists, retail partners, and designers.
“One of Creative Hungary’s main tasks is to support the strengthening of the exportability of the Hungarian creative industry and, through international appearances, contribute to the market development of Hungarian brands and the expansion of their sales opportunities. The Budapest Select umbrella brand showcase at the Ambiente international trade fair serves this purpose,” highlighted Zsófia Jakab, CEO of Creative Hungary and Ministerial Commissioner for Creative Industry Development and Sectoral Coordination.
The Hungarian brands selected for the Budapest Select showcase, Econor Design, KARA & CO., Loomiosa, Rotte Group, and YOZA, are presenting their products in the Interior Looks section, combining the traditions of Hungarian furniture making with timeless design, clean structures, and outstanding material expertise. Their series-producible portfolios offer relevant solutions for international markets in interior design, home furnishing, and the hospitality industry. The showcased products respond to contemporary lifestyle changes and the functional and environmental challenges of the 21st century, while being crafted to high standards of production and quality. The exhibited brands can successfully adapt new manufacturing and market models and are prepared for international professional collaborations, which can strengthen their presence in the global design and furniture scene in the long run.
The collective presentation of key manufacturers in Hungarian contemporary design is taking place at the Ambiente Messe Frankfurt exhibition in HALL 3.0, BOOTH G32.
Econor Design – Its mission is to give used materials a new life cycle and promote a circular approach. The brand’s design language is defined by geometric, solid elements and vibrant colours, providing their products with a fresh character. (www.econordesign.hu)
KARA & CO. – The design furniture brand represents the meeting of metal and design, built on multi-generational family traditions in metalworking and surface finishing. Its timeless and sustainable products can naturally fit into any interior space. (www.karaand.com)
Loomiosa – Since its founding, the exclusive lighting atelier has created striking luminaires that immediately draw attention. Its lamps are not merely sources of light, but design objects that add a new dimension to interior spaces. (www.loomiosa.com)
Rotte Group – The Tangens / CoTangens furniture collection presented at Ambiente is the result of a collaboration between the manufacturer, Rotte Group, and the designer, sarakele studio. The modular, functional, and aesthetically refined pieces follow the principles of sustainability and represent timeless values. (www.tangensconcept.com)
YOZA – A brand specialising in the design and manufacture of furniture, lighting, and home accessories, whose products are characterised by a distinctive structural aesthetic. What makes them special is that design and production are never separate; the final form is always shaped by practical experience. (www.yoza.eu)
Budapest Select
Over the last few years, Budapest Select has emerged as one of the most significant international gateways for the Hungarian creative industries. Under the umbrella brand, Hungarian fashion designers, product designers, and manufacturers showcased their work on multiple occasions at leading industry events, including the Salone del Mobile and Milan Design Week, London Design Fair, Maison&Objet, and Downtown Design Dubai. Each Budapest Select appearance showcases the diversity, high-quality professional expertise, and innovative approach of the Hungarian creative industry, while providing participating creators with genuine market connections, international visibility, and business opportunities.
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Creative Hungary
Creative Hungary was founded in 2018 under the name Hungarian Fashion & Design Agency to support all actors in the fashion and design industries in an efficient and structured manner, following predetermined strategic pillars: professional coordination, enhancing Hungarian brands’ availability and trade opportunities, educational development and manufacturing development. In line with global trends, the boundaries between individual creative industries have expanded in recent years, with cross-disciplinary collaborations becoming increasingly important. In response to industry and technological changes, the Organisation’s scope of activities expanded in 2025. Today, Creative Hungary serves as the highest-level coordinating organisation of the Hungarian creative industry, encompassing the fashion and textile industries, furniture manufacturing and product design, offline and online game design, and the beauty and personal care industries. Its primary tasks include strategic cooperation with professional partners, increasing exports, and supporting Hungarian brands’ professional development through mentorship programmes. It is responsible for organising the region’s flagship fashion event, Budapest Central European Fashion Week, Budapest Design Week, and the 360 Design Budapest exhibition, which has received international awards. Additionally, it provides Hungarian creators with opportunities to participate in and debut at international professional events, including Milano Fashion Week and the Maison & Objet design fair.
