On September 19, 2024, the highly anticipated Point Of View (POV) design conference kicked off with a flurry of creativity and innovation in Budapest. The event, organized by design studios Comet and CM.Supply, welcomed guests from over 40 countries. The stage was set for a series of talks, workshops, and performances that highlighted the synergy between design, architecture, film, and visual arts. Local businesses and organizations also played a key role, collaborating with the conference to showcase Budapest’s hidden creative gems.
Elsa Dagný Ásgeirsdóttir took to the stage to open the event, setting an inspiring tone for what lay ahead. She highlighted the incredible diversity of attendees and emphasized the importance of bringing together creators from all over the world. This international gathering, featuring participants from 40 different nations, promised a dynamic exchange of ideas and perspectives, fostering a sense of community among creative minds.
Koto: Bravery Through Design
One of the most compelling talks came from Arthur Foliard, Executive Creative Director at Koto. He shared his journey from feeling lost in San Francisco, where he didn’t even speak English, to becoming a leader in the design industry. Arthur’s message was clear: success is born out of failure and bravery. Through personal anecdotes—like accidentally deleting an entire server—he explained how taking risks and being resilient led him to work with companies like Beaconstac. Arthur presented three case studies that highlighted the role of bravery in design:
- De-Extinction: Mischief as a tool for bravery
- Fluz: Harnessing excess in branding
- Bolt: Challenging norms with defiance
Arthur emphasized the importance of doing things differently, saying, “Be brave enough to look inward because that’s where real progress begins.”
Snøhetta: Crafting Unique Narratives
Next, Gaute Tenold from the world-renowned architecture and design studio Snøhetta took the stage. With 10 studios across the globe and 400 employees from 40 nationalities, Snøhetta is a powerhouse of innovation. Gaute recounted the firm’s journey from winning the tender to redesign the Library of Alexandria in 1989 to completing the project in 2001. He reflected on how digital tools have led to a “sea of sameness” in design, making it easy to replicate styles quickly. To preserve uniqueness in design, Gaute suggested:
- Emphasizing craftsmanship
- Avoiding shortcuts
- Building authentic narratives
His presentation included notable projects like the Oslo National Opera, where the goal was to create an immersive experience for visitors. The talk left attendees pondering the balance between technology and human creativity.
Studio Herrström: Designing for the Music Industry
Erik Herrström, founder of Studio Herrström in Vienna, brought a fresh perspective from the music industry, where his clients include Spotify, Beats by Dre, and Sony Music. He highlighted how the music industry is evolving, with streaming creating fans and experiences monetizing them. One of the standout moments was his discussion on Vault FM, a platform by James Blake, which even saw Drake join in.
Erik warned about the pitfalls of relying on inspiration sites like Pinterest, suggesting that designers first immerse themselves in the culture they are designing for. His cultural echo design framework emphasizes understanding the essence of a brand before diving into visuals.
Serafim Mendes: The Future of Design
A forward-looking presentation came from Serafim Mendes, who has been working with Apple for three years. His talk was a whirlwind journey from his early days of learning Photoshop through downloading it illegally to becoming a key figure in the design world. Serafim’s work spans VR art, generative AI, and 3D graphic design, blending the physical and digital in new ways. He left attendees with a sense that the future of design is inextricably linked to emerging technologies.
Buck: Creative Problem Solvers
Buck, a global creative company with over two decades of experience, wowed the audience with their energetic projects. From animating the Niantic logo to refreshing the brand identity for 7UP, their process of “thinking, playing, and making” embodies the spirit of exploration. Their recent work on the Spiderman movie and a project for The Art Department Festival showcased how asking the right questions can unlock creative solutions.
Wise: Redefining Financial Design
The team from Wise, led by Group Design Leads Rosie Isbell and Kota Kobayashi, and Executive Creative Director at Ragged Edge, Luke Woodhouse shared their journey of transforming how people interact with money. In partnership for three years, the two teams developed a scalable illustration system and redefined how Wise visualizes the movement of money across borders. By combining generative research with design, they created a platform that saw a 34% increase in new user adoption. Their key takeaway? “It’s a big risk to play safe.”
Pentagram: Conflict as Creative Fuel
Andrea Trabucco-Campos, a partner at Pentagram, offered a philosophical approach to design. Drawing on his Italian-Colombian roots, he shared five principles that guide his practice. He gave examples from projects like the PayPal and Mountain Hardware, where balancing opposites was a creative engine for design.
Porto Rocha: Embracing Change
Closing the day was Porto Rocha, whose founders Leo Porto and Felipe Rocha talked about designing in a constantly changing world. With a team that has grown from 2 to 30 in just a few years, their studio’s approach revolves around creating obviously iconic yet contextually surprising brands. Their rebrands for Nike Run and the Sundance Film Festival exemplify their belief that in a world as fast-paced as today’s, designers must be willing to challenge their own misconceptions and embrace change.
Day one of the POV design conference was an unforgettable experience filled with insights, bold ideas, and inspiring stories from some of the world’s leading creatives. Attendees left with a renewed sense of bravery in their approach to design, eager for what the rest of the conference has in store.
Teaser for Day 2
Day two of the POV Design Conference in Budapest is set to be an exciting fusion of creative minds and cutting-edge ideas. Kicking off at 10:00 AM, you’ll have the opportunity to join a Portfolio Review by Wix or dive into the future with an immersive AI Workshop. For those curious about urban design, don’t miss the engaging „How to Design Budapest” Debate at 10:30 AM.
The afternoon promises a wide variety of talks from innovative design studios, starting with Cat How and de Ronners bringing fresh perspectives to the stage. Later, gain insights from Field and Bleed, with topics sure to push the boundaries of design thinking.
The evening lineup is packed with more inspiration, featuring presentations from Dinamo, Tomcsányi, and visual storyteller Anna Kulachek. Finally, Kurppa Hosk will close out the night with their insights into branding and creative strategies.
Don’t miss this incredible day of learning, collaboration, and networking! Whether you’re into AI, urban design, or branding, day two has something to ignite your creativity!
(Cover photo: POV)
