360 Design Budapest: A Phygital Exhibition Showcasing Hungarian Design

Blending the Physical and Digital Worlds to Celebrate Creativity

360 Design Budapest, organized by the Hungarian Fashion and Design Agency, aimed to showcase the present state of the Hungarian design industry and highlight the role of design in our everyday lives. The event featured a carefully curated selection of designers from Hungary and the region, emphasizing the high standards and world-class nature of Hungarian and Central European design.

The physical exhibition took place in a custom-made space of 265 m2, divided into five main sections. Visitors were greeted in the registration and welcome area before exploring the three exhibition spaces dedicated to showcasing the artworks. Additionally, a media space displayed pre-registered roundtable discussions on giant screens, creating an immersive experience for attendees.

What sets 360 Design Budapest apart is its unique phygital nature. Despite the challenges posed by the pandemic, the event successfully combined the physical and digital worlds, allowing visitors to experience the exhibition both offline and online. The digital platform of the exhibition mirrors the physical space, enabling visitors to virtually walk through the exhibition and admire the work of Hungarian contemporary designers. It also provides access to the regional exhibition, further expanding the reach and duration of the event.

On the digital platform, visitors can explore the showcased creations from the perspective of the designers themselves. Each product is accompanied by stories and insights, allowing visitors to delve deeper into the essence of these unique works. The platform also offers the opportunity to purchase the exhibited items, bridging the gap between inspiration and ownership.

360 Design Budapest faced numerous challenges in delivering a regional-scale event amidst the pandemic. The main challenge was to find a format that would be accessible both offline and online, ensuring the same level of engagement and reach. By embracing the digital expansion of the physical exhibition, the organizers were able to create a hybrid event that showcased the works of talented designers extensively and safely.

The digital platform not only allows for a wider audience to experience the exhibition but also serves as a tool to reach those who would have visited the physical exhibition under normal circumstances but were unable to due to the pandemic. It exemplifies how physical and digital spaces can be seamlessly integrated to create a unique and inclusive experience.

360 Design Budapest has received recognition for its innovative approach. The event was awarded the Bronze A' Design Award in the Interior Space, Retail, and Exhibition Design category in 2021. This prestigious award celebrates designs that demonstrate creativity, resourcefulness, and a commitment to improving quality of life through art, science, design, and technology.

360 Design Budapest successfully showcased the talent and creativity of Hungarian and international designers, overcoming the challenges posed by the pandemic through its phygital nature. By blending the physical and digital worlds, the event provided a platform for designers to connect with a global audience and highlighted the enduring power of design in our everyday lives.