2026/04/29
Budapest, 29 April 2026 – Creative Hungary presented contemporary Hungarian designers for the fifth time under the Budapest Select umbrella brand at Milan Design Week, one of the world’s leading design events, held from 21 to 26 April 2026. This year’s exhibition, Budapest Select – Patterns of Being, offered a comprehensive overview of current trends in Hungarian design through 65 works by 26 designers and brands, attracting thousands of visitors to the 5VIE design district in Milan. The exhibition and accompanying cultural programmes – performances, musical and culinary events, workshops – presented the Hungarian creative industry in a multifaceted way, while generating significant international professional and media attention, as well as direct sales.
Creative Hungary developed the Budapest Select umbrella brand based on international best practices, aiming to present the exhibiting brands within a unified and internationally recognisable framework, while still preserving their individual identity. For the fifth time, the Agency organised an exhibition at Milan Design Week, one of the most prestigious and influential design events worldwide, attracting hundreds of thousands of professionals and visitors each year.
This year’s Budapest Select – Patterns of Being exhibition examined the connection between design and human existence through 65 creations by 26 designers and brands. The curatorial concept of Hanna Imre focused on the role of humans in shaping the world through themes such as change, cyclicality, fate, and responsibility. The five thematic units – Current, Aspiration, Fate, Circularity and Responsibility – provided a complex interpretation framework for the creations responding to contemporary social, technological, and ecological challenges. The spatial concept was designed by VÜ Architects. The studio’s reed-based installation created a sensitive, “breathing” exhibition environment that organically connected to the curatorial narrative.
The exhibition drew on more than 150 years of Hungarian material culture, bringing together artisanal heritage, technological precision, and cultural depth. This approach was reflected in the displayed works, where traditional material use and contemporary experimental approaches appeared side by side.
The accompanying programmes – musical events, DJ sets, performances, and culinary activities – were deliberately designed to showcase Hungarian culture on multiple sensory levels. The artists of the Ballet Company of Győr brought contemporary Hungarian dance to life on several occasions through unique choreographies, while workshops and craft programmes translated Hungarian design thinking into hands-on experiences, creating a direct connection with visitors.
Professional interest was exceptionally high: throughout the week, several international curators, gallery owners, and resellers visited the exhibition, potentially paving the way for significant future collaborations.
International media coverage was also significant. Reports about the exhibition were published on platforms such as Dezeen, Domus, Archiproducts, Colour Hive, and Interior Daily, and the event was also highlighted in the official communication of 5VIE. At the panel discussions organised in collaboration with Dezeen, a well-known international media outlet, curator Hanna Imre and designers Sára Kele and József Kolossa discussed current challenges within the sector, further reinforcing the project’s professional visibility. The exhibition reached a wide audience in the online space: Budapest Select content generated over 4.4 million views on social media, reaching nearly 1.4 million users. In addition, the exhibition led to a number of on-site sales.
Budapest Select’s presence in Milan this year once again helped position Hungarian design as a prominent and relevant player on the international stage and further solidified Budapest’s status as a key hub within the Central European design region.
Participants of the Budapest Select – Patterns of Being exhibition:
Anna Kis-Kéry, CÉZÉ, DE_VISION, Dora Eiler, Econor Design, ERNAK Design, Fanni Hegyi, HomeArt by SsakoolHypers, IDA STONE, István Dukai, Kinga Mód, Ligeti, monikauveges, mybettershelf, Nóra Szilágyi, Sándor Körei, sarakele studio x Moa Woodman, Studio Arkhéo × Reneszánsz Kőfaragó Zrt., TIKTIK Studio, VALODI, VeronikWood, Vivien Bene, VUUV Works, Woodoo Furniture, YOZA, Zita Majoros.
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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.
