360 Design Budapest: Showcasing Hungarian Design Excellence

A Phygital Exhibition by Hungarian Fashion and Design Agency

Last October, 360 Design Budapest opened its virtual and physical doors to visitors, offering a truly innovative and immersive experience. The exhibition, organized by the Hungarian Fashion and Design Agency, stood out for its phygital nature, seamlessly blending the physical and digital worlds. This approach allowed the event to successfully deliver a regional-scale exhibition and provide accessibility to the public, regardless of their geographical location.

The physical exhibition took place in a custom-made space of 265 m2, divided into five main sections. The registration and welcome area greeted visitors, while a media space showcased pre-registered roundtable discussions on giant screens. The highlight of the exhibition was the three exhibition spaces dedicated to the artworks, carefully selected to represent the highest standards of Hungarian and regional design.

What set 360 Design Budapest apart was its digital platform, which mirrored the physical exhibition space. Visitors could walk through the virtual space, just as they would in the physical exhibition, and admire the work of Hungarian contemporary designers. This digital extension not only reached a wider audience but also extended the duration of the event, ensuring that more design enthusiasts could explore and appreciate the creations on display.

Participant engagement was a key aspect of the exhibition. During the three days the physical exhibition was open, it attracted visitors to its maximum capacity. Additionally, visitors had the opportunity to experience the digital space using VR glasses available on-site, further blurring the boundaries between the physical and digital realms. This hybrid approach allowed the exhibition to reach design-minded individuals who may have been hesitant to attend in person due to the pandemic.

The preparations for 360 Design Budapest began in early May 2020, with constant adjustments and reviews due to the pandemic situation. The exhibition finally opened its doors on October 8, 2020, in Budapest, in a location specifically designed for the event. While the physical exhibition lasted for only three days, the digital platform remains accessible to this day, ensuring that the exhibition's impact continues long after its physical presence.

The Hungarian Fashion and Design Agency faced numerous challenges in bringing this exhibition to life. The main challenge was delivering a regional-scale event despite the current pandemic restrictions. The agency had to find a format that would be available both offline and online, allowing them to reach the same number of people. Safety was also a top priority, and the organizers ensured that all necessary precautions were taken to create a safe environment for visitors and exhibitors.

360 Design Budapest not only showcased the talent and creativity of Hungarian and regional designers but also highlighted the potential of merging physical and digital spaces. By creating a digital platform dedicated to the event, the exhibition became accessible to a global audience, transcending geographical boundaries. Whether visitors experienced the exhibition in person or explored it virtually, the aim was to inspire and demonstrate how contemporary design can be seamlessly integrated into our everyday lives.

This innovative exhibition has been recognized for its excellence, receiving the Bronze A' Design Award in the Event and Happening Design category in 2021. The award acknowledges the outstanding and creatively ingenious nature of the exhibition, which authentically showcases the experience and resourcefulness of the designers involved. By incorporating best practices in art, science, design, and technology, 360 Design Budapest contributes to improving the quality of life and making the world a better place.