city 4.0: kreapolis...creative professionals design a new agenda for the city of the future create...
TRANSCRIPT
Creative professionals design a new agenda for the city of the future
CREATE BUSINESS! The MCBW Program for Professionals3 – 11 Mar 2018
CITY 4.0: KREAPOLIS
Design inspires innovation and stands for an active-creative, human implementation of change. With this in mind, MCBW DESIGN DIALOGS presents groundbreaking ideas, sustainable trends and new products in conferences, symposiums and workshops, at receptions and many other events. MCBW initiates business contacts, in-depth transfer of know-how and lively discussions between the corporate world and the design sector as well as among diverse creative disciplines.
CREATE BUSINESS! The MCBW Program for Professionals3 – 11 Mar 2018
3 MARSATURDAYDAY 1CAMPAIGN
Blogger MarketPage 26 / Event-Code 1386
CONFERENCE
TOCA ME 18Page 52 / Event-Code 1206
WORKSHOP
new spaces for artPage 88 / Event-Code 1192
4 MARSUNDAYDAY 2
5 MARMONDAYDAY 3SPEECH
Behance Portfolio ReviewPage 76 / Event-Code 1364
DEsigned in BavariaPage 76 / Event-Code 1257
EDUCATION / COACHING
#kreativmuenchen: consulting services forcreative peoplePage 88 / Event-Code 1217
WORKSHOP
UX-GAMESPage 90 / Event-Code 1365
PODIUM
Creative Breakfast – Changing Shifts: Turn Your Desk into a Studio!Page 62 / Event-Code 1412
6 MARTUESDAYDAY 4CAMPAIGN
TILT BRUSH: virtual reality for art and businessPage 26 / Event-Code 1224
CONFERENCE
Symposium – 3D-printed ArchitecturePage 52 / Event-Code 1151
Live better aordably. Transformation in an urban contextPage 53 / Event-Code 1288
PODIUM
Creative Breakfast – Fast forward: new paths in architecture/studiesPage 62 / Event-Code 1413
Creating the Link between Learning and InnovationPage 63 / Event-Code 1342
WORKSHOP
Ads in Motion – the challenge of digital outof-home advertisingPage 90 / Event-Code 1403
Workshop „Circular Product Design“Page 91 / Event-Code 1366
LAB
iam lab / be curiousPage 92 / Event-Code 1219
SPEECH
ADC-Seminar „Hello Social Media“Page 77 / Event-Code 1154
Transformation!Page 77 / Event-Code 1294
7 MAR
DAY 5CAMPAIGN
da.portfolio: session at designaffairsPage 27 / Event-Code 1229
ATELIER- / STUDIOTOUR
da.open house: The Future of Design(er)sPage 38 / Event-Code 1230
EXHIBITION
Intelligente InteraktionPage 38 / Event-Code 1324
CONFERENCE
11th GERMAN INNOVATION SUMMITPage 53 / Event-Code 1317
PODIUM
Creatvie Breakfast – Coalesse and Modern CraftPage 63 / Event-Code 1343
Transformations in Architectural Profession and EducationPage 64 / Event-Code 1282
Discuss & Explore: Intelligente InteraktionPage 64 / Event-Code 1256
Festivals matter – creating value for the city and the regionPage 65 / Event-Code 1218
Digital WaterPage 66 / Event-Code 1348
Smart digital solutions for premium interior designPage 66 / Event-Code 1395
SPEECH
The Tale of StorytellingPage 78 / Event-Code 1240
Shifting customers’ expectations regarding automobility experiencesPage 78 / Event-Code 1292
High CreativityPage 79 / Event-Code 1220
ADC’s seminar on Feminista, the world’s first political perfumePage 79 / Event-Code 1155
WORKSHOP
ADC’s seminar on language designPage 92 / Event-Code 1152
Lost in Digitalization? Mindful communication vs. AI as an opportunityPage 94 / Event-Code 1374
Brain Design meets Change ManagementPage 95 / Event-Code 1203
Ads in Motion – the challenge of digital outof-home advertisingPage 94 / Event-Code 1404
EDUCATION / COACHING
Protecting creative ideas and creationsPage 95 / Event-Code 1274
LAB
BRAIN DESIGNPage 96 / Event-Code 1255
8 MARTHURSDAYDAY 6ATELIER- / STUDIOTOUR
Beyond Corporate Branding & Packaging designPage 40 / Event-Code 1246
CAMPAIGN
Adventure Safari PartyPage 27 / Event-Code 1312
CONFERENCE
EDCH – Editorial Design Conference and FestivalPage 54 / Event-Code 1239
ABGEFAHREN – sympo-sium and exhibition during MCBW 2018Page 54 / Event-Code 1254
Green Products in the 5-Year Plan – Opportunities for German ProductsPage 55 / Event-Code 1178
ARCHITECTURE MATTERSPage 56 / Event-Code 1253
A vision of 2030: neuroscience and Blockchain are changing the worldPage 56 / Event-Code 1390
DISCUSSION
Designing Positive FuturesPage 67 / Event-Code 1245
Culture IncorporatedPage 67 / Event-Code 1241
Creative Sparx: Design x Augmented IntelligencePage 68 / Event-Code 1244
OUT OF THE BOX – identity in times of digitalizationPage 68 / Event-Code 1208
un/bubbled Public BurstPage 69 / Event-Code 1323
SPEECH
px ZündfunkenPage 80 / Event-Code 1210
netzblicke: virtual reality between creativity and realityPage 80 / Event-Code 1214
WORKSHOP
Creative Breakfast – how the IoT can support the disruptions of lifePage 96 / Event-Code 1175
Brand Thinking Master Class – Brand-Driven CompaniesPage 97 / Event-Code 1266
ADC’s seminar on the world’s best studentsPage 97 / Event-Code 1156
CREATIVITY, FUTURE-PROOF! Data protection/ data security in agenciesPage 98 / Event-Code 1202
Design Driven InnovationPage 98 / Event-Code 1149
un/bubbled Workshop-sessionsPage 100 / Event-Code 1284
Workshop on IP strategiesPage 100 / Event-Code 1209
PERSONAL BRANDING CANVASPage 101 / Event-Code 1267
IntelligenceAugmentation – MachineLearning for DesignersPage 101 / Event-Code 1174
LAB
A new Agenda for Strategic Brand ManagementPage 102 / Event-Code 1193
9 MARFRIDAYDAY 7AWARD CEREMONY
iF design award night 2018Page 28 / Event-Code 1176
Münchner Modepreis 2018Page 28 / Event-Code 1179
SPEECH
Universal Design StudiesPage 81 / Event-Code 1309
WORKSHOP
Business Models for TeamsPage 102 / Event-Code 1268
BarCamp Oberland – Digital Transformation & DesignPage 103 / Event-Code 1198
ADC’s seminar on commercialsPage 103 / Event-Code 1153
CREATIVE LEADERSHIP SALON N°3 – MCBW Special – Future of WorkPage 104 / Event-Code 1269
LAB
UX LIGHTNING TALKS BY ICON INCARPage 104 / Event-Code 1191
PODIUM
Creative Breakfast – Future-Proofi ng the Future of FaçadesPage 69 / Event-Code 1411
10 MARSATURDAYDAY 8EXHIBITION
hw.design backstagePage 40 / Event-Code 1337
CONFERENCE
MCBWmeetsMB #SymposiumPage 57 / Event-Code 1197
PODIUM
7th Designers’ Breakfast: FAKEtime – handling alternative factsPage 70 / Event-Code 1259
Hangover breakfast – with Nurus and Villeroy & BochPage 70 / Event-Code 1414
Audiovisual explanation of the building culture in MunichPage 71 / Event-Code 1316
WORKSHOP
HEARME – designing new service models for museumsPage 105 / Event-Code 1270
WEDNESDAY 2
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GREETINGS4
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Dear Sir or Madam,
in the seventh year after its inception, Munich Creative
Business Week (MCBW) will experience a separation:
CREATE BUSINESS! and DESIGN SCHAU! will be the
new guides that show you whether an event addresses
professionals or design enthusiasts in general.
Both as a driver of innovation and as a sign of
quality that becomes visible in products, design is
essential for companies. It is challenged by new
technologies and developments in society. De-
sign aims to simplify and beautify every person’s
life and increase its quality. Good design makes
all the difference, also with regard to companies’
business success.
For the seventh year, this broad notion of de-
sign will be displayed in an extensive showcase at
MCBW. MCBW is a driving force for impulses and
the key networking platform for professionals; for
fans of design, it is an adventure of encounters
and inspiration.
Allow me to highlight three elements: the exhi-
bition at MCBW FORUM with lectures and talks,
MCBW START UP’s Creative Demo Night, and the
symposium hosted by the Miesbach district, the
partner region of MCBW.
Join us at MCBW 2018 and let yourself be inspi-
red – design connects!
Dear Sir or Madam,
on behalf of the Bavarian capital of Munich I cordially welcome you to
Munich Creative Business Week (MCBW), the largest design event in Ger-
many.
Following the claim Design transforms, MCBW is divided into two sec-
tions for the first time – CREATE BUSINESS! for professionals and DESIGN
SCHAU! for all design enthusiasts.
This separation allows you to obtain targeted
information at lectures, exhibitions, workshops and
events, network with peers and engage in open dis-
course about trends, sustainable developments and
ideas. Design is known to achieve more than the
final form, it drives change and innovation.
The City of Munich is proud to be the host and
sponsor of this trendsetting event for the seventh
time. One of my personal highlights of MCBW is the
presentation of the Münchner Modepreis to gradu-
ates of academic institutions in Munich. With this
award, the City of Munich aims to promote young
fashion designers and highlight its fashion potential.
Experience design in all its facets for nine days at
more than 100 locations in Munich and Bavaria.
Have fun and fascinating encounters!
GREE-TINGS
JOSEF SCHMIDDeputy Mayor Head of the Department of Labor and Economic Affairs
ILSE AIGNERBavarian State Minister of Economic Affairs and Media, Energy and Technology and Deputy Minister-President of Bavaria
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The claim of MCBW 2018 is Create Business. It implies creative and busi-
ness-related content and objectives and illustrates one of the key characte-
ristics of MCBW: the successful merger of creative inspiration and efficient
implementation. This is why we are excited to be a partner of MCBW.
For us at KURZ, design always has been a priority. We focus on connec-
ting design and industrial aspects. KURZ coatings
shape the surface design of products. This is why
our dedicated departments offer design consulting
services to major markets worldwide and we main-
tain close contact with our customers’ designers.
MCBW plays a unique role in this dialog between
creative people and manufacturers and between
professionals and design enthusiasts extending far
beyond the borders of Bavaria. Every year, the show-
case of Bavarian and international design culture at
the largest design event in Germany that is known
throughout the world of design attracts a diversified
audience.
We look forward to the various design impulses
generated by MCBW and wish you an inspiring visit!
WALTER KURZ CEO of LEONHARD KURZ Stiftung & Co. KG
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ABOUTMCBW
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Rethinking, thinking out of the box, redesigning – in view
of the rapid changes of the world in which we live and
work, designers’ transforming methods and approaches
are more in demand than ever. With their ability to chal-
lenge spaces and products as we know them and deliver
ideas and solutions off the beaten track, they provide valuable impulses for
the economy and society. The services they provide couple technical
knowledge with creativity.
Designers not only create practical items for everyday life, they also are
visionary and their work has long since switched from finding the final form
to optimizing processes. Design thinking makes it possible to see processes
from different angles and create experimental, open-
result scenarios. In cooperation with creative profes-
sionals, business consultants devise entire fields of
business and attain completely new insights. Exam-
ples include new business models such as the circular
economy, co-creation, and new services. Be it con-
crete objects or creative processes, good design remains equally motivated
in the core – it is driven by the will to change and improves our quality of life.
An optimal economy and high quality of life in urban and rural regions
also is a defined political objective of the state of Bavaria. Measures for sti-
mulating economic activities are based on a broad notion of innovation that
addresses technological, design and societal developments alike. Desig-
ners create brands and values that are visible and they develop spaces, pro-
ducts and services that generate added value for healthcare, home living,
work environments, mobility and other areas of society.
Focus of MCBW 2018 is the role of design in times of transformation. The
essential questions are: Is everything which is (technically) feasible also sen-
sible, sustainable and ethically responsible? What is the right way to employ
technology and make it understandable and experienceable for people?
What products do we really need?
Representatives of the creative and the corporate sectors will meet for an
interdisciplinary dialog about these and many other questions. MCBW is
not only a forum designed for professionals; under the DESIGN SCHAU!
label it is open to all visitors interested
in design. The largest design event in
Germany is a showcase of the econo-
mic potential of Bavaria and its regio-
nal and global partners.
On behalf of the bayern design team I
wish all partners and visitors of MCBW
2018 an inspiration-filled week!
INTRO-DUCTION
MCBW 2018 – DESIGN TRANSFORMS
DR. SILKE CLAUSManaging Director of bayern design GmbH, Organizer of MCBW
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The BMW Group plays a key role in designing the future of mobi-lity – and rede-signs itself in the process. Its evo-lution from a ma-nufacturer of air-
craft engines to a provider of premium mobility services has been peerless. Its pioneering spi-rit and characteristic drive to move forward make the BMW Group a trailblazer in the auto-motive industry.
With its brands BMW, MINI, Rolls-Royce and BMW Motorrad, the BMW Groups has become the world’s choice manufacturer of cars and motorcycles and a provider of prime financial and mobility services. The global corporation operates 31 production and assembly sites in 14 countries around the world and a global net-work of distributors represented in more than 140 countries.
The business success of the BMW Group is deeply rooted in long-term thinking and res-ponsible actions. Environmental and social sustainability along its entire value chain, strong product responsibility and a clear com-mitment to preserving resources always have been key elements of its strategy.
The BMW Group has demonstrated strong brand awareness throughout the expansion of its core brand, BMW. Both with regard to its brand image and the design of its vehicles, BMW has remained true to itself while driving innovation at the same time. Every new gene-ration of vehicles mirrors the design legacy of the previous generations and takes it to the next level. Design is the creative expression that make innovations visible and experience-able.
BMW’s new form language has made the design clearer and more modern and emotio-nal. The BMW Concept 8 Series introduced in 2017 marked the beginning of BMW’s new age of athletic aesthetics. Focus is on the expressive interplay of surfaces that emphasizes its dyna-mics through the vehicle’s body stronger than before. A handful of crisp characteristic lines highlight the graphic design of surfaces. Without compromising the sportive features typical of BMW, the lavish surfaces add power, class and sensibility to the body. The modern design is perpetuated in the inte-rior, creating a relaxed, luxurious feel. Technical controls are grouped into a few elegant, clearly structured clusters, making interaction easier and more intuitive for passengers.
With the power of innovation of a cross-disci-pline and creative design team, the BMW Group designs a positive model of individualized mobility of tomorrow.
FACEBOOK.COM/BMWGROUP.DESIGN
THE BMW CONCEPT 8 SERIES MARKED THE BEGINNING OF BMW’S NEW AGE OF ATHLETIC AESTHETICS.
PARTNER:BMW GROUP
BMW GROUP ALSO AN MCBW PARTNER: Fascinating Design showcased at the most attractive venues in Munich, for example, at BMW Welt, BMW Museum and BMW Lenbachplatz.
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The rhythm of creative workSimilar to the tides, creative work has a rhythm in which people and ideas drift apart only to come back together again. “If you want to sup-port people, you have to give them the oppor-tunity to work at a rhythm that allows them to think about problems together and then go their own way and let ideas mature,” says Donna Flynn, Vice President of WorkSpace Futures at Steelcase. We need creative tools – technologies and spaces – that support the diverse stages of creative work and are desi-gned in a way that allows everyone to partici-pate. For this reason, in cooperation with Micro-soft Steelcase has developed Creative Spaces, five environments in which space and techno-logy merge and people can generate and develop ideas and implement innovations.
Digitalization is permeating into every area of our life and is chan-ging our work environments in the long term. To survive, compa-
nies have to become more flexible and innova-tive and employees are required to develop new skills, learn continuously and adapt. The chal-lenge we all face is finding new methods for solving problems, connecting with one another and generating ideas. To do so, all of us have to tap our creative potential.
In terms of creative work, most companies are not offering optimal conditions for their staff. Most offices support traditional process work instead of encouraging people to experiment or supporting creative processes. Companies invest in technologies and work environments but often fail to combine them.
THE FUTURE OF WORK IS CREATIVE
Maker Commons – space for makers and doers
Focus Studio – room for concentration
“WE SEE A SHIFT FROM TRADITIONAL OFFICE SPACES TO WORK ENVIRONMENTS THAT RESEMBLE CREATIVE STUDIOS, MULTI-FACETED ROOMS DESIGNED TO SUPPORT PEOPLE IN THE SAME WAY AS THE TECHNOLOGIES THAT SIMPLIFY THEIR WORK,” SAYS JAMES LUDWIG, HEAD OF GLOBAL DESIGN AT STEELCASE. How merging space and technology can
help support creative work and learning processes
PARTNER:STEELCASE
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Digital transfor-mation is a wa-tershed for our society. It alrea-dy has changed the way we live, work and percei-ve the world and
it will continue to bring innovation after inno-vation. Microsoft has set out to ensure that di-gitalization is grounded in security and innova-tion to offer new opportunities for all people.
Innovative technologies and functional design already are paving the way to a new way of work in many areas – a shift from rigid structures to mobile, flexible environments. At its new headquarters in Munich, Microsoft has imple-mented its vision of tomorrow’s workplace. Our staff members with their different needs, skills and requirements regarding workplaces and
PROMOTING DIGITALIZATION FOR ALL
activities are the core of this new world. We deliberately opted for flexibility to foster crea-tivity and communication.
This level of flexibility is supported by techno-logies such as Microsoft HoloLens. By merging the digital and the physical world it can play a significant role in improving companies’ appro-aches to product development and design. The technology already is being employed in the automotive industry: Superimposing additional 3D holograms onto physical objects has consi-derably reduced the time required for design processes.
Another key topic of the future is Artificial Intel-ligence (AI). Microsoft’s vision is to enable every person and every organization worldwide to participate in technologies that can help develop garments, appliances, cars, medical devices or other products equipped with “intel-
ligence.” Jointly with our customers, we imple-ment and expand these technologies at the Microsoft IoT & AI Insider Labs in Munich. Next to the United States and China, this lab for rese-arch and development is one of three Microsoft sites – proof of the importance of Germany and Bavaria for the advancement of this technology, in particular when it comes to the use of AI and product development.
PARTNER:MICROSOFT
Microsoft HoloLens
Microsoft Schwabing Office
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MCBW FORUM is the main mee-ting point of Mu-nich Creative Business Week at Isarforum ad-jacent to Deut-sches Museum. It provides in-
sight into the design industry, expands our current understanding of design with diverse focal themes, and fosters critical dialog. MCBW FORUM is the venue for new experiences and inspiration for design enthusiasts and profes-sionals. In addition to the main exhibition of MCBW, visitors will be provided with detailed information on design from diverse perspecti-ves in lectures, discussion panels, product pre-sentations and workshops. The nine-day pro-gram is extensive: Creative Breakfast, for example, addresses a professional audience. The lectures and discussion panels promote the transfer of knowledge, facilitate in-depth dialog at a high professional level and offer an optimal forum for encounters and networking outside the regular business hours of MCBW FORUM.
The claim of MCBW FORUM 2018 is Design transforms. Design generates impulses for change and shapes and supports transforma-tion at diverse levels. In the context of societal values, economic stipulations, industrial con-ditions, digital opportunities and environmen-
tal concerns, design is the interface with the users of products and services.
The exhibition DESIGN SCHAU! TRANSFOR-MATIONEN. is a showcase of approximately 25 exhibits and projects curated by bayern design. Exhibitors include global brands such as Micro-soft, Steelcase and BMW and research institu-tions such as Deutsches Zentrum für Luft- und Raumfahrt (DLR), Fraunhofer Institut, and Tech-nische Universität München as well as young Munich-based companies such as flissade and gridxkin. Design stimulates people, Design enables technology, Design changes business and Design makes the difference are the titles of the themed section in which visitors can learn about the latest developments and catch a glimpse of the future. Design is converting from a primarily executing discipline to content management. While the mission of design ori-ginally was to create functional, aesthetic and final products, today it drives the shaping of lifestyles, work environments and forms of communication. Intelligent design of services and processes ranks level with physical pro-ducts. Design has become a facilitator of chan-ging economic models, access to markets, and societal values.
With topical, innovative, trendsetting, concep-tual and futuristic products and concepts and with diverse events, MCBW FORUM 2018 illus-trates the effects of transformation by design on people, technologies and markets.
EXHIBITION & ACTION:MCBW FORUM
MCBW FORUM at Isarforum adjacent to Deutsches Museum
MCBW FORUM:VENUE FOR NEW EXPERIENCES AND INSPIRATION FOR DESIGN ENTHUSIASTS AND PROFESSIONALS
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cal supplies upside down with lightweight plastic splints, and of clever inventions such as reacha, a lightweight trailer that conveys the local lifestyle, and of the carpenters at Schrei-nerei EHAM, whose designs in old wood have revolutionized the taste of an entire generation.
Oberland is on the move! On Tegernsee Lake you find prize-winning cui-sine and a hotel landscape that is among the most exclusive in Germany. fasson magazine (German Design Award 2017) established by photographer and designer Mathias Leid-gschwendner has become a stage for young artists. In Schliersee, Dietmar Rexhausen builds violins for the world’s top players; in Waakir-chen, Marcus Hoppe makes craft beer; on the Auerberg, Christoph Böninger has turned a cowshed into a crystallization venue for con-temporary design. Fraunhofer Institut in Valley and paper manufacturers GMUND and Lou-isenthal show that technology is a perfect match for the Alp region. LTN develops innova-tive components for wind power plants and sets new standards in the field of natural energy generation.
What makes the people in this unique cultural landscape so creative? It is the peerless combi-nation of nature, culture, networks and close ties with Munich, the crafts steeped in tradition, the entrepreneurial spirit, the creative industry and the will to preserve and develop the regi-on’s assets through ingenuity and readiness to embrace change.
SERVUS ZUKUNFT wants to bring all this together to pave the way into a shared future. In short:Wearing your dirndl at the office and at the local festival? #Gehtbeiuns
As the Regional Partner of Munich Creative Business Week, the makers and doers in and around Miesbach are looking forward to wel-coming a large number of visitors to the events in the district and at Creative Teatime at MCBW FORUM in Munich.
Beauty – time-less, yet fit for everyday life and beyond. With its elegance and functionality, the traditional garb originating in Miesbacher
Oberland inspires dirndl fashion in a virtually inexhaustible number of variations. The new “garments” created in large ateliers and small sewing shops in the Oberland are only some examples of the region’s creative mindset.
In the southern part of the bubbly Metropolitan Region of Munich, nestled between Irschenberg and the main crest of the Alps, lies the cradle of Trachtenvereine, societies for traditional Bava-
rian costumes. In addition, the Miesbach district and city, the business hub of Holzkirchen, the communities on Tegernsee Lake, Schliersee Lake, Leitzachtal with Fischbachau and the pic-turesque village of Bayrischzell constitute a very creative region worth exploring. Its people have long since adopted the zeitgeist, dusting off traditions and heading into the future. This is where Standortmarketing-Gesellschaft Land-kreis Miesbach (SMG) and its initiative titled SERVUS ZUKUNFT comes in: To ensure that creation and innovation extend beyond singular appearances in Miesbacher Oberland, SERVUS ZUKUNFT has been designed to bring the reins together.
Miesbacher Oberland is the home of outperfor-mers such as OPED, a company that has decla-red war on casts and is turning the field of medi-
CREATIVE OBERLANDPARTNER DISTRICT: MIESBACH DISTRICT
Right: Traditional costumes staged in fasson magazine (Mathias Leidgschwendner)
Left: Miesbacher Oberland – a model eco region(Max Kratzer)
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INITIATIVE / CAMPAIGN AND AWARD CEREMONY
Design/innovation consultation
Blogger Market
Event-Code 1386
Page 26
3 MAR10 am – 11 pm
Digital Innovation
TILT BRUSH: virtual reality for art and business
Event-Code 1224
Page 26
6 MAR10 am – 5 pm
Product/industrial design
iF design award night 2018
Event-Code 1176
Page 28
9 – 10 MAR6 pm – 2 am
Design/innovation consultation
Adventure Safari Party
Event-Code 1312
Page 27
8 MAR6 pm – 12 pm
Design/innovation consultation
da.portfolio: session at designaffairs
Event-Code 1229
Page 27
7 MAR4.30 am – 7 pm
Fashion/accessory
Münchner Modepreis 2018
Event-Code 1179
Page 28
9 MAR7 pm – 11 pm
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Blogger Market On the occasion of the
opening of MCBW, MUCBOOK will host a one-
day congress for representatives of the media
in Munich who publish digital works off the
beaten media track. Target groups include
bloggers, e-book publishers, podcasters, Ins-
tagram influencers and, most notably, vlog-
gers. In addition to offering a comprehensive
lecture and workshop program, Blogger Mar-
ket is a platform and forum for presentation –
a market of opportunities for publishers to
position, place and present themselves.
da.portfolio: session at designaffairs designaffairs will host a portfolio workshop for
creative people. Our experienced team will
evaluate your portfolio and give you useful
tips. Are you a UI, UX or industrial designer, a
techie or a developer? Send your portfolio to
[email protected] to find
out! Then, visit our studio during da.open
house to network with Munich’s designers,
have snacks and beer and discuss the future
of design(ers). We look forward to receiving
your portfolio!
TILT BRUSH: virtual reality for art and busi-ness The TILT BRUSH paint app for virtual
rooms offers entirely new opportunities to give
your creative side a whirl and make art and
application projects. During MCBW we will set
up three tilt brush by Google stations (Vive)
where you can enter the medium, get wildly
creative and design virtual rooms. For an over-
view of what you can do with TILT BRUSH,
please go to
www.youtube.com/watch?v=TckqNdrdbgk.
Adventure Safari Party It’s time to get wild!
This MCBW season, elusive creatures from all
corners of the design scene will migrate
towards IXDS’ creative habitat. On March 8,
join the hunt for emerging trends on our inter-
active Adventure Safari – a chance to explore,
experience and marvel at the many venture
ecosystems that make up IXDS. At 6 pm, listen
for the distinct call of a party you don’t want
to miss. Follow the sounds to Ganghofer-
straße, where our tour guides will equip you
with all the drinks and snacks you’ll need to
make it through the night. See you at the wate-
ring hole!
Location
THE LOVELACE –
A HOTEL HAPPENING
Kardinal-Faulhaber-Str. 1
80333 München
Promoter
MUCBOOK
www.mucbook.de
free, registration not required
MUCBOOK, Munich’s first
three-dimensional city
magazine, is published in
print. As an online blog, it
mirrors the city’s zeitgeist.
Its Member Club is an estab-
lished community.
Location
designaffairs GmbH
Balanstr. 73 Haus 32
81541 München
Promoter
designaffairs GmbH
www.designaffairs.com
free, registration required
designaffairs GmbH is a
strategic design consultancy
supporting international
clients with holistic product,
interface and service
solutions.
Location
Hochschule für Fernsehen
und Film
Bernd-Eichinger-Platz 1
80333 München
Promoter
Bayerisches Filmzentrum
Wirtschaftsförderungs-
GmbH
www.filmzentrum.net
free, registration not required
As a center for business cre-
ation, for more than six years
Bayerisches Filmzentrum
has focused on innovations
in the field of moving
images, primarily on tech
marries content.
Location
IXDS GmbH
Ganghoferstr. 68 b
80339 München
Promoter
IXDS GmbH
www.ixds.com
free, registration required
IXDS is a collective of entre-
preneurs, designers and
engineers. With our rapid
prototyping process we help
design the future.
Event-Code 1386
Design/innovation consultation3 MAR | 10 am – 11 pm
Event-Code 1229
Design/innovation consultation7 MAR | 4.30 am – 7 pm
Event-Code 1224
Digital Innovation6 MAR | 10 am – 5 pm
Event-Code 1312
Design/innovation consultation8 MAR | 6 pm – 12 pm
CAMPAIGN AND AWARD CEREMONY
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iF design award night 2018 iF design award
night 2018 on March 9 The global design scene
will gather at the glamorous iF design award
night 2018 ceremony. Close to 2000 guests
from 40 countries have been invited to BMW
Welt to honor this year’s winners. The cere-
mony will be followed by a get-together and
partying until morning.
Münchner Modepreis 2018 Every two years
since 2016, the city of Munich presents the
Münchner Modepreis to move young fashion
designers to the limelight and draw attention
to its strengths as a site for fashion. The award
honors graduates of the renowned institutions
AMD Akademie Mode & Design, Deutsche
Meisterschule für Mode/Designschule Mün-
chen and Mediadesign Hochschule (MD.H).
The first, second and third winners who are
selected by an independent jury of experts
receive 10.000, 7000 and, respectively, 3000
euros. An Audience Award also will be pre-
sented.
Location
BMW Welt
Am Olympiapark 1
80809 München
Promoter
iF International Forum
Design GmbH
www.ifworlddesign-
guide.com
subject to a fee,
registration required
iF International Forum
Design GmbH is one of the
world’s leading independent
design institutions. It has
presented the iF DESIGN
AWARD, one of the most
prestigious design prizes
worldwide, since 1953.
Location
Alter Rathaussaal
Marienplatz 15
80331 München
Promoter
Landeshauptstadt
München – Referat für
Arbeit und Wirtschaft –
Wirtschaftsförderung
www.muenchen.de/
rathaus/Stadtverwaltung/
Referat-fuer-Arbeit-und-
Wirtschaft.html
free, registration required
Wirtschaftsförderung is the
connecting link between the
corporate sector and the city
administration and offers an
array of consulting services
to support companies in a
wide range of industries.
Event-Code 1176
Product/industrial design9 – 10 MAR | 6 pm – 2 am
Event-Code 1179
Fashion/accessory9 MAR | 7 pm – 11 pm
CAMPAIGN AND AWARD CEREMONY
nurus.com
MUNICH ORIGINALS
Ulrich Müller: Munich has a vibrant club and gastronomy scene where high cultures and subcultures meet – especially at the venues run by Sandra
Forster. I suppose the two of you have crossed paths there.
Sandra Forster We’ve known each other forever.
Ayzit Bostan You knew my work and I knew who you were anyway. We were part of similar circles and even worked together at one point. We did great projects together ...
SF At Charlie, for example, every month for two years we presented an edition for which we worked with Munich-based artists. Ayzit had de-signed awesome napkins with a Charlie Brown figure which we then gave away to our regular customers.
AB The special thing about these editions was that they were only handed out on the evening of the presentation. For editions that were particularly successful we even received requests from Japan. During the project I met a creative director who invited me to join a ma-jor project this year and asked me to design tea bag handbags for a tea company because I also design bags ...
SF What are tea bag handbags? AB They are tea bags in a handbag format,
five small designer bags filled with tea. A super packaging, manufactured extremely well.
SF And these handbags resembled your mod-ern bags … ?
AB Well, they were a bit different. I didn’t want to repeat my work because I thought this assignment also was an assignment for bag design. The tea bags are gifts for good custom-ers. I hope they don’t use them as actual tea bags.
UM Both of you represent Munich in many ways – design, fashion, nightlife and good food – and you share a passion for rooms and room concepts.
SF Yes, rooms! I find developing concepts much more interesting than opening venues. Of course I enjoy running them, but my real passion is adjusting, fine-tuning concepts to the respective rooms. However, the main question in Munich is what type of rooms you can actually get your hands on. Space in the city is very, very limited, which for me is one of the few disadvan-tages of Munich: There is no space to live, for life, to be creative, to do business. Space in Munich is fought over hard. The people here are relatively successful because they simply have to be, there is no other way. Without at least a bit of success, you couldn’t afford an atelier or office space.
MCBWDESIGNDIALOGS
ULRICH MÜLLER INTERVIEWED RESTAURANT OWNER SANDRA FORSTER AND ARTIST AND FASHION DESIGNER AYZIT BOSTAN
BLITZ Restaurant – The colourful “Calaveras” illustrations let you feel summer even when it’s cold outside
Studio Ayzit Bostan – The inter-section of fashion and art
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In Munich, people are pressured into being suc-cessful, which is why a relatively large number of successful creative minds come from Munich. What I enjoy most is designing rooms. I believe there is much potential in the small parts: It is not only about the floor, but also about the furniture, the dishes, the clothes for waiters and waitresses and then it is about what the food looks like, how it is dressed on the plate, what types of plates are used, what the menu looks like ...
AB All of that is design! I see my work as ho-listic as well: I cannot be only a fashion design-er. Everything begins with what my atelier looks like, the photos I take of my things, or how these photos are then circulated – all of that falls un-der expression and attitude. The major chal-lenges are to develop your own hallmark and to avoid repeating yourself.
SF That is why I value your work – you never repeat yourself. We never are one hundred per-cent free from influences that manifest them-selves in the results. But when I see your work, I think to myself that I have never seen anything like it. I try that in my projects, too: I don’t want to do anything that has been done a thousand times before, like choosing a lamp or a material that everyone is using. Currently, for example, everything is made from copper. I don’t want to bore myself, let alone other people.
AB Just look at all these pictures! When something new happens, people immediately post pictures on Instagram. That is so different from the underground in the old days – because you didn’t immediately have pictures of new things or trends, everything was given a chance to grow slowly. Everything that is new stops being special within a week.
SF Today, a picture of an art project appears on Instagram and three weeks later they ship large quantities of that piece of art from China. And that was that. The way things are dissemi-nated and copied is extreme.
AB People are important to me if they care about the person behind a new design. Who contributed the idea? Who thought about or published something for the first time? In my opinion, it is incredible that some people don’t even notice that they are copying somebody else’s work.
SF You are right. Everything is extreme now. The same applies to looks – you can barely keep up. I really would like to hide in a secluded moun-tain cabin for a year before opening the next ven-ue so that I am free from all these images, the latest styles and looks. It is very hard to create something from within yourself, from nothing but your creativity.
Sandra ForsterRestaurateur
Born 1974 in Munich – Cook, restaurant manager and, since 2000, restaurant owner – 2000 opened HIT THE SKY restaurant and bar at Baaderstrasse – 2003 opened ZAPPEFORSTER café at Gärtnerplatz – 2005 opened ZERWIRK vegan restaurant and club at Lederer-strasse – 2007 opened CAFE KING vegan day café and bar at Müllerstrasse – 2008 opened ROECKLPLATZ, a training restaurant for socially disadvantaged youth at Roecklplatz – Published the book DAS VEGANE HOCHBUCH, Blu-menbar Verlag – 2010 opened CHARLIE, Vietnamese restaurant at Schyren-strasse – 2011 opened CHARLIE club at Schyrenstrasse – 2011 opened KONG club at Prielmayrstrasse – 2014 opened KISMET, oriental restaurant at Löwen-grube – 2017 opened BLITZ, Latin- American restaurant and music club at Museumsinsel
Ayzit BostanArtist and fashion designer
Artist and fashion designer Ayzit Bostan was born in Ankara in 1968 and has been living in Germany since 1972. After completing her vocational training to become a seamstress, she trained to be a pattern technician at Meisterschule für Mode in Munich where she also founded her own label.
Bostan’s work has evolved at the interface of design and art, exhibitions and the fashion industry. Rather than presenting her new collections at fashion shows, she introduces them as perfor-mance events and in videos and installa-tions at galleries and museums inclu-ding MMK in Frankfurt, BQ in Berlin, Goethe-Institut in Tokyo and Kunstver-ein in Munich.
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Bayern 2 – das Radioprogramm mit Hintergrund
Gesamtgesellschaft
01_REA_B2_Kampagne_Gesamtgesell_2017_MCBW_145x215.indd 1 14.12.17 17:53
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Prosecution – Litigation – Invalidation – Due Diligence – Opinion Work
WWW. WEICKMANN.DE
Engineering Chemistry
Life Sciences
Trademarks
Designs
ATELIER-/STUDIOTOUR AND EXHIBITION
Digital Innovation
Smart Interaction
Event-Code 1324
Page 38
7 MAR12 am – 10 pm
Communication design/branding
Beyond Corporate Branding & PackagingDesign
Event-Code 1246
Page 40
8 MAR3 pm – 10 pm
Design/innovation consultation
da.open house: The Future of Design(er)s
Event-Code 1230
Page 38
7 MAR7 pm – 10.30 pm
Communication design/branding
hw.design backstage
Event-Code 1337
Page 40
10 MAR10 am – 7 pm
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Smart Interaction How do networked tech-
nologies, virtual realities and innovative inter-
action influence the future of design? Be it
gestures in a room or the virtual worlds of the
small holodeck – with an exhibition of experi-
mental projects, UID and Lightshape will bring
the future of interaction to life.
da.open house: The Future of Design-(ers) What does the future hold for design-
(ers)? The digital transformation entails
diverse challenges for designers and compa-
nies: big data, IoT, HMI, machine learning. Join
us for a discussion at da.open house. What
design professions will there be in the future?
What challenges will they face? What new
fields will open to them? designaffairs’ studio
in Munich will be open to the public following
the da.portfolio session. Join us and our guests
for discussions, snacks and beer and look
around our CMUI Lab and Tinkering Corner!
Location
User Interface Design
GmbH
Claudius-Keller-Str. 3 c
81669 München
Promoter
User Interface Design
GmbH
www.uid.com
free, registration not required
UID is the market leader in
user experience design.
Our team of 100 usability
experts, UX designers and
software engineers creates
positive user experiences.
Location
designaffairs GmbH
Balanstr. 73 Haus 32
81541 München
Promoter
designaffairs GmbH
www.designaffairs.com
free, registration not required
designaffairs GmbH is a
strategic design consultancy
supporting international
clients with holistic product,
interface and service
solutions.
Event-Code 1324
Digital Innovation7 MAR | 12 am – 10 pm
Event-Code 1230
Design/innovation consultation7 MAR | 7 pm – 10.30 pm
ATELIER-/STUDIOTOUR AND EXHIBITION
Global Design & Technology Consultancy
Join us for our MCBW event at our Munich studio
Building Impactful Futures
Beyond Corporate Branding & Packaging Design For the first time, Markenliaison will
introduce itself at its premises under the term
Beyond. We invite you to learn more about
product branding. We will show you how we
develop the perfect casing for a product, a
popular brand of character, or a unique logo.
Take a look behind the scenes of our multi ple-
award-winning Munich-based agency and be
there when our designers get creative based
on a customer’s briefing, give shapes to emo-
tions and brand value, and run riot with
designs.
hw.design backstage We are passionate
about communication and branding. Our exhi-
bition is a showcase of the best digital and
print projects related to corporate communi-
cations, corporate design, and trade fair
stands. To join us, please register.
Location
Markenliaison GmbH
Kreittmayrstr. 3
80335 München
Promoter
Markenliaison GmbH
www.markenliaison.com
free, registration not required
Founded in 2005, Marken-
liaison GmbH is a design
studio specializing in corpo-
rate branding and packaging
design for food and non-food
brands.
Location
hw.design gmbh
Türkenstr. 55 – 57
80799 München
Promoter
hw.design gmbh
www.hwdesign.de
free, registration required
We provide companies with
branding, communication
and design consulting ser-
vices. Our vision: correlating
strategic, clearly defined
brands and their specific
communication.
Event-Code 1246
Communication design/branding8 MAR | 3 pm – 10 pm
Event-Code 1337
Communication design/branding10 MAR | 10 am – 7 pm
ATELIER-/STUDIOTOUR AND EXHIBITION
Change the rules of the game.
Change the rules of the game.
Culture Incorporated
Authentic creative culture is a competitive advan-tage for the most innovative companies. Rare as it is precious, it can be frustratingly diffi cult to achieve and sustain.
Management consultants have tried to purchase it. Cor-porations invest in labs to foster it. And, as they grow, start-ups struggle to preserve it. To succeed, organisa-tions must be designed to nurture long-term customer relationships, respond with speed and agility, and be free to seize new opportunities.
Join frog during MCBW to discuss how more diverse and dynamic organ-isations are being designed.
Event Ticketshttps://frog_mcbw.eventbrite.co.uk
Culture IncorporatedThu, 8 Mar 2018, 6:30 PM at frog
MCBWDESIGNDIALOGS
Dental Treatment Unit “Soaric” – Manufacturer J. Morita Corporation,Design f/p design gmbh
DESIGNING THE PREVENTION OF PRODUCTS
ULRICH MÜLLER INTERVIEWED FASHION DESIGNER LISA LANG AND INDUSTRIAL DESIGNER PROF. FRITZ FRENKLER
Ulrich Müller: The fashion designer from Berlin and the professor for industrial design from Munich – even though both of you devote your work to
innovation in design and conduct research in similar fields, you never have met. One of your common themes is biofacts. What are they and what makes them so fascinating?
Fritz Frenkler Nowhere in Germany or in the rest of the world you find fruits, vegetables or other foodstuffs that are not manipulated, ma-nipulated by breeding. Pigs’ ribs, for example, are manipulated. Another aspect: Eliminating food from cultivation, for example, cucumbers because they are wrinkled or apples because they have small dark spots. This selection turns products automatically into biofacts. This is where design comes in: There are civil servants in Europe or at the ministry for agriculture or economic affairs who decide what cucumbers must look like. This selection has repercussions on people – our children have never seen a cu-cumber that wasn’t straight. Those are biofacts.
Lisa Lang My definition of biofacts is a bit different. The fashion industry in which we work is incredibly wasteful and harms the environ-ment. Chemicals are used in abundance. Fast Fashion calculates 30 to 40% surplus per col-lection – an incredible amount of waste, com-pletely perverted. But things are changing, you can see that in the use of fur – nobody wears fur anymore. The new issue is that we no longer wear leather because wearing leather means killing animals. In addition, the chemical pro-cesses for tanning and dying leather is extreme-ly harmful to the environment.
FF It’s not as bad as it used to be, but in gen-eral you are right.
LL We are not aiming at reinventing the wheel. What we do is approach chemical com-panies, for example, and tell them that the ma-terials they are using could be used in a differ-ent context. One example: A large chemical company in Germany has started to cultivate giant algae plantations for animal feed. In some ways, algae are really smart technology that protects us against UV light. They can be made into textiles that are breathable, balance our body moisture and are truly biodegradable.
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This is why we set out to talk to diverse indus-tries and told them: “It’s great you are working on this anyway! Let’s just put it into a new con-text.” Our mission is to say to the market: “Hey, look! Have you ever thought about that?”
FF We have to leave these traditional cycles behind us. The only ones that can achieve that are start-ups and small companies. The problem is that there hasn’t been enough promotion of entrepreneurship in Germany. These ideas of-ten are pursued at universities or discussed at the kitchen table or the workshop in the cellar. Unfortunately, they are not brought together in one place and communicated. If the industrial sector sponsors them, they return to this sector and often are buried in a drawer. I ask my stu-dents not to write their final papers in coopera-tion with the industrial sector because most of these papers end up under lock and key. They are sponsored with 20,000 or 30,000 euros and the results are just gone and the students can’t even include them in their portfolios. That is the prob-lem. In addition, we need a platform for all the “crafters” out there to share methods or results – my research matches your research. So far, politicians have failed to recognize the potential.
LL I concur. I built my company all by myself, never received money from the state or venture capital. It was pretty hard and frustrating be-cause no one supports you. We inquired with the Senate in Berlin, but were told that we don’t fit in any of their categories. Sometimes, get-ting the support you need just takes too long. We also looked into EU subsidies – it would have taken an entire team just for the reporting!
UM You have broached the issue of interdisciplinarity. What is the status in the field?
FF Design no longer is possible without inter-disciplinarity or even multidisciplinarity. Period. Designing without dealing with technologies, cul-tures, philosophy and sociology – and of course with the changes in society – is not possible.
Let’s look at the automotive industry, for exam-ple: My students no longer get driver’s licenses or want cars. Does it still make sense to think about autonomous cars? Will mobility be entire-ly different in the future? Should the automotive industry rethink its ways quickly and stop devel-oping parts that drive around on four pieces of rubber? A genius move was when Nokia switched from producing tires and rubber boots to mak-ing mobile phones. Only then they failed because technologies and design had advanced.
LL That is the arrogance of success. UM What you said makes me think that the
development of new technologies, digitalization and new economic and ecologic challenges also will result in material changes to the profession of designer. Would you agree?
FF Today, I also teach my students how to pre-vent products and how to get paid for providing consultation services in this field. In industrial design, we have to step on the brake and say: We have everything, everything is there already! Is the new toaster really necessary? No! We don’t
need any new toasters! What we do have to con-sider is whether eating even more bread is the right thing to do. If I make a toaster, I promote the eating of bread. Now, in Germany you have to furnish scientific proof if you want someone to accept your idea. So you say: “We won’t make toasters, but we will conduct an investigation for you.” This investigation then will show that we don’t need any more toasters – what we need are digital flies because they make people happy.
LL Or we pulverize ants because they have much more protein.
FF This way, you can prove that customers save millions and, at the same time, you increase your value as a designer considerably. Fifty per-cent of all products and services that made it to market fail. Until they reach the market, they are developed through and through, there is adver-tising, a product, a tool, technology, you name it. But then they flop. Why? Because marketing still is at the Stone Age level.
LL Let me translate the example of the toast-er to textiles. What comes to mind is washing machines. Originally, we did not want any wash-ing machines. Why do we wash our clothes? Why do we have to transport them? Can we not travel without luggage, without clothes? We would save weight, resources to transport the weight, and so on. What if I printed a dress, picked it from the compost and put it back in the compost? Or is there a machine somewhere that gives me a shirt and takes back my old one?
UM You are saying responsibility is a big issue. Doesn’t that have something to do with a new job description, with the end of hedonism?
FF With the transition of society. We have be-come much more environmentally-conscious. You no longer can make a public appearance without people expecting something from you with regard to environmental sustainability. You have found a new path through your fashion. Like you said: You start by investigating and so on. If we don’t, if we simply say, “I don’t care what happens, all I want is for people to look chic!,” then we lose.
LL I liked what you said about preventing products. I will refuse to make things that make no sense, even if I made money with them. In-stead, let’s talk first and then make something entirely different than what the customer want-ed and put it into practice too. That may take a year longer, but I can at least look at myself in the mirror the next morning.
ElektroCouture – fuses fashion and technology to create new designs.
FashionTech workshops – participants can check out light technologies and incorporate them in the jewellery they are making.
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Lisa LangFashion designer
Lisa Lang is a digital information technology and new media game changer. She has worked for big international technology organizations like Campus Party, Smashing Magazine , SitePoint and Twilio (a Silicon Valley unicorn), and has extensive experien-ce as team and business leader.
Lisa has been named one of the top 100 most influential people in wearable tech worldwide, 25 leaders in fashion and technology worldwide, 50 most important women for innovation & startups in the EU.
Since 2012 has Lisa volunteered for the Berlin Geekettes (Women in Technology) as evangelista, managing events (Europes biggest female hackathon sponsored by Coca Cola) and mentoring young women in technology in business leadership (Google mentorship program). She’s mentoring at programs like Techstars and Startupboot-camp and developed education concept for FashionTech for Fablabs, Esmod Fashion university and Goethe Institute.
In 2016, she was appointed as the expert mentor for FashionTech for the Ger-man Fashion Council scholarship program for H&M.
Lisa Lang is a seasoned business de-veloper, having founded six different fashi-on tech companies in the last four years and turned them into thriving businesses. She’s now dedicated to establish a European fashion tech network to support innovation but also manufacture and scale sustainable products. She’s a part of the Fraunhofer Institute and DIN house network where she’s working on standardising processes for fashion tech manufacturing.
Prof. Fritz FrenklerIndustrial designer
After completing his studies in industrial design at HBK in Braunschweig, Fritz Frenkler worked at frogdesign in Germany and the USA. In 1986, he established and lead frogdesign Asia in Tokyo. From 1992 to 1999, Frenkler was managing director of wiege Wilkhahn Entwicklungsgesellschaft, head of design at Deutsche Bahn AG, and managing director of Deutsche Bahn Medien GmbH.
In addition to his responsibilities as managing director and consulting partner of f/p design gmbh, Frenkler is a board member of IF Industrie Forum Design e. V. in Hannover, chairman of the IF Product Design Award jury, a regional advisor for WDO in Montreal, and a member of Akademie der Künste in Berlin, architecture section.
In 2005, Frenkler was nominated hono-rary professor for industrial design at HBK in Braunschweig. In 2006, he accepted the position of university professor for industri-al design at the department of architecture at Technische Universität in Munich.
Ströer Deutsche Städte Medien GmbHSt.-Martin-Straße 106. 81669 MünchenTel. 089 . 414 177 598www.stroeer.de
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mitwoch 07.03.2018 | 18:00 - 21:00altheimer eck 7| 80331 münchen
sternthaler CampaignLab tritt mit Euch in Interaktion und machtdie Zukunft der Kommunikation reell und virtuell erlebbar.
CONFERENCE
Design management
Green Products in the 5-Year Plan – Opportunities for German Products
Event-Code 1178
Page 55
8 MAR2 pm – 9 pm
Design research
MCBWmeetsMB #Symposium
Event-Code 1197
Page 57
10 MAR10 am – 4.30 pm
Architecture/Urban planning
ABGEFAHREN – sympo-sium and exhibitionduring MCBW 2018
Event-Code 1254
Page 54
8 MAR12 am – 8.30 pm
Architecture/Urban planning
Symposium – 3D-printed Architecture
Event-Code 1151
Page 52
6 MAR2 pm – 7 pm
Social Design
A vision of 2030: neuroscience and Blockchain are changing the world
Event-Code 1390
Page 56
8 MAR6.30 pm – 8.30 pm
Digital Innovation
11th GERMAN INNOVATION SUMMIT
Event-Code 1317
Page 53
7 MAR9 am – 6 pm
Communication design/branding
EDCH – Editorial Design Conference and Festival
Event-Code 1239
Page 54
8 – 10 MAR10 am – 9 pm
Communication design/branding
TOCA ME 18
Event-Code 1206
Page 52
3 – 4 MAR1.30 pm – 1 am
Architecture/Urban planning
ARCHITECTURE MATTERS
Event-Code 1253
Page 56
8 – 9 MAR6 pm – 8 pm
Architecture/Urban planning
Live better affordably. Transformation in an urban context
Event-Code 1288
Page 53
6 MAR3.30 pm – 7 pm
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TOCA ME 18 The TOCA ME design confe-
rence 2018 will take place on March 3, 2018 at
Alte Kongresshalle in Munich. Speakers: crea-
tive coding legend Jared Tarbell; Malika Favre,
one of the UK’s most popular graphic artists;
Mr Bingo, known for his drawings, ad hoc rap
interludes, and hate-mail project; British artist
and designer Patrick Thomas; sculptor Wilfrid
Wood; motion graphics artists Susi Sie and
Remo Gambacciani of studio Materia in Berlin
who will also direct the official Opening Titles.
Information and tickets: www.toca-me.com
Live better affordably. Transformation in an urban context On Tuesday, March 6,
2018, a symposium on transformation and
urbanity will take place concurrently with the
exhibition Never demolish!. The symposium
has been designed to find answers to the ques-
tion of how to implement new and unusual
room concepts despite the limitations to the
construction of affordable housing? We have
invited representatives of international archi-
tectural firms to present their innovative con-
struction projects and show how innovative
room concepts, redesign, reuse and expan-
sion can lead to spatial and aesthetic enhan-
cement.
Symposium – 3D-printed Architecture The
Professorship of Architectural Design and
Building Envelope will provide professionals
and enthusiasts with an insight into the latest
research on and application of 3D-printed
architectural projects. The meaningfulness of
additive manufacturing in the production of
parts of or entire buildings and its current and
future potential will be illustrated based on
examples and the lecturers’ stances.
11th GERMAN INNOVATION SUMMIT GER-
MAN INNOVATION SUMMIT – digitalization,
innovation, sustainability and strategies are
the pillars of this unique, cross-industry and
cross-technology meeting of decision-ma-
kers. In addition to an exclusive transfer of
knowledge, this leading business platform
that even has been discussed in the news
offers inspiration and fresh impetus for your
work and allows you to create business
models, meet customers and establish con-
tacts at the C level.
Location
Alte Kongresshalle
Theresienhöhe 15
80339 München
Promoter
TOCA ME – Crea & Merce
GmbH
www.toca-me.com
subject to a fee,
registration required
Since 2003 TOCA ME design
conference brings together
some of the most innovative
designers from around the
globe.
Location
AIT-ArchitekturSalon
Hotterstr. 12
80331 München
Promoter
AIT-ArchitekturSalon
muenchen.ait-architektur-
salon.de/
free, registration required
AIT-ArchitekturSalon pre-
sents exhibitions comple-
mented by side programs
about all things design,
from architecture and inte-
rior design to construction-
related product design.
Location
Vorhoelzer Forum/TU
München
Arcisstr. 21
80333 München
Promoter
TUM Architekturfakultät
Professur für Entwerfen
und Gebäudehülle
free, registration not required
The Professorship of Archi-
tectural Design and Building
Envelope develops research
projects for optimizing
energy consumption, con-
struction and user conveni-
ence including integration
with 3D printing.
Location
The Charles Hotel
Sophienstr. 28
80333 München
Promoter
PREVIEW Event &
Communication
www.deutscher-
innovationsgipfel.de
subject to a fee,
registration required
The GERMAN INNOVATION
SUMMIT – digitalization,
innovations, sustainability
and strategies are the main
pillars of this unique cross-
industry and cross-techno-
logy conference for decision-
makers.
Event-Code 1206
Communication design/branding3 – 4 MAR | 1.30 pm – 1 am
Event-Code 1288
Architecture/Urban planning6 MAR | 3.30 pm – 7 pm
Event-Code 1151
Architecture/Urban planning6 MAR | 2 pm – 7 pm
Event-Code 1317
Digital Innovation7 MAR | 9 am – 6 pm
CONFERENCE
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EDCH – The Idea Conference A fantastic
three-day festival for Editorial Designers, Art
Directors, Juniors and Students, for Journa-
lists, Publishers and Storyteller, for Photo-
graphers, Infographic designers, Illustrators
and everyone enthralled by outstanding cre-
ativity. In keeping with our heading look behind and beyond portfolios more than 60
international creative celebrities offer deep
insight into their work: magazine or newspa-
per, blog or post, magalog, eMag or newslet-
ter, independent or classical, public or special,
corporate or niche. The EDCH Conference pro-
vides 500 participants with knowledge and
inspiration for their daily work and new pro-
jects, creating a unique setting for you to net-
work and exchange views and experiences, for
presentations, workshops and exhibitions,
performances and parties.
Green Products in the 5-Year Plan – Oppor-tunities for German Products Green pro-
ducts are an essential element of China’s five-
year plan and diverse agendas have been
developed around them: sourcing 10,000
green products included in the government’s
official shopping list, establishing internatio-
nal green design centers, attracting German
companies, licensing international patents,
etc. The Business Forum will introduce these
agendas in Germany for the first time to
demonstrate ways for German companies and
their products and services to participate,
active matchmaking included. Experts will
speak about their experiences and activities
in the Chinese market.
ABGEFAHREN – symposium and exhibition during MCBW 2018 During a full-day sym-
posium, we want to show examples of and
discuss rural mobility, urban mobility and the
future of mobility. Interdisciplinary panels,
lectures and workshops will cover the impact
of postfossil mobility, autonomous driving,
car-sharing and alternative mobility concepts
on urban planning. What are the objectives
for architects and urban planners in changing
mobility patterns? As urban planners, do we
need new tools such as architectural scripting?
And how can we bring the technological, soci-
ological and economic forces together when
shaping our urban and rural environment?
Location
Alte Kongresshalle
München
Theresienhöhe 14
80339 München
Promoter
EDCH Foundation e.V.
www.edch-conference.com
subject to a fee,
registration required
EDCH-Conference is Europe’s
largest festival concerning
Editorial Design, Storytelling
and Digital Content.
The conference is part of the
Munich Creative Business
Week (MCBW). It is suppor-
ted from bayern design and
the Bavarian State Ministry
for Economic Affairs and
Media, Energy and Techno-
logy.
Location
BMW Welt Group Event
Forum
Am Olympiapark 1
80809 München
Promoter
md INTERIOR DESIGN
ARCHITECTURE/
Konradin Medien GmbH
www.konradin.de
subject to a fee,
registration required
Konradin Mediengruppe is
one of the largest suppliers
of specialized information in
the German-speaking area.
Its portfolio of media servi-
ces is complemented by
corporate publishing and
printing.
Location
AUTOHAUS AM
GOETHEPLATZ
Lindwurmstr. 20 – 24
80337 München
Promoter
Schnitzer&
www.schnitzerund.de
free, registration required
Schnitzer& has distributed
ARCHICAD in Munich and
Upper, Northern and Eastern
Bavaria since 1997 and
fosters the architectural and
building culture scene in
Bavaria.
Event-Code 1239
Communication design/branding8 – 10 MAR | 10 am – 9 pm
Event-Code 1178
Design management8 MAR | 2 pm – 9 pm
Event-Code 1254
Architecture/Urban planning8 MAR | 12 am – 8.30 pm
CONFERENCE
NAGEL IN DER HAND ABER KEINEN HAMMER?
DAS WERKZEUG INDEN ADC SEMINAREN!
ARCHITECTURE MATTERS ARCHITECTURE
MATTERS is an international conference on
architecture, urban planning and the future.
A provocative platform for the curious and the
courageous – exploring urban utopias and
entrepreneurial visons. ARCHITECTURE MAT-
TERS brings together relevant stakeholders –
from architecture, real estate, industry, poli-
tics and society – to address fundamental
issues of our time: digitalization, economic
conditions affecting architecture and cities,
Europe, and the dialog between East and
West. Lectures, discussion panels, music,
workshops, dinner performances, etc.
www.architecturematters.eu
MCBWmeetsMB #Symposium The bottom
line of the first MCBWmeetsMB symposium
we hosted in March 2017 at Tegernsee Lake
was that cities maim creativity. Philosophers
and designers asked what cities can learn from
rural areas. In 2018, we will think beyond the
urban-rural relationship and look at two
regions that have demonstrated how identity
can be created by design and architecture. Join
our speakers from Vorarlberg and South Tyrol
in the discussion about the correlation of
region, architecture and design. Find more
information soon at
mcbw.de or servuszukunft.de.
Admission: € 20 incl. catering during the day
A vision of 2030: neuroscience and Block-chain are changing the world The Money of
Good team will present the project and discuss
how the fusion of neuroscience and Blockchain
will shape the future economy and conscious-
ness and help reach the UN Millennium
Development Goals. Money of Good is a sys-
tem based on neuroscience and Blockchain
technology where people can make money by
practicing meditation and, with this income,
foster a new economic model that is much
more just and sustainable. TEAM MARCELO
BOHRER – Design Strategist CAROLINE
BALDASSO – Neuroscientist BRAINBOOST –
Agency for Neurofeedback JORGE MELLO –
Buddhist Economist VALKIRIA – Design Studio
Location
Künstlerhaus
Lenbachplatz 8
80333 München
Promoter
plan A
www.we-are-plan-a.com
subject to a fee,
registration required
office for architectural
communication and urban
culture
Location
Büttenpapierfabrik Gmund
GmbH & Co. KG
Mangfallstr. 5
83703 Gmund
Promoter
Standortmarketing
Gesellschaft Landkreis
Miesbach mbH
www.smg-mb.de
subject to a fee,
registration required
Business development and
regional marketing for the
Miesbach district
Location
BurdaBootcamp
Arabellastraße 23 – 2floor
81925 München
Promoter
Good.X Institut
www.moneyofgood.org
free, registration not required
The Good.X Institute is
cooperation between design
and tech companies to
develop a system based on
neuroscience and blockchain
technology with extensive
positive social impact.
Event-Code 1253
Architecture/Urban planning8 – 9 MAR | 6 pm – 8 pm
Event-Code 1197
Design research10 MAR | 10 am – 4.30 pm
Event-Code 1390
Social design8 MAR | 6.30 pm – 8.30 pm
CONFERENCE
since 1887
edition van Treeckdesign in love with glass.
03.03. - 11 .03.2018
Presentation of the collection and new
design objects by edition van Treeck.
Sacha Walckhoff
Sebastian Herkner
RelvaoKellermann
Mirko Borsche
Saskia Diez
david/nicolas
David Lehmann
Steffen Kehrle
Elisa Strozyk
Karim Rashid
Arwed Guderian
Christoph Böninger
Christian Haas
Ayzit Bostan
edition van Treeck / Showroom
Schwindstraße 3, D−80798 München
www.editionvantreeck.de
Bayerische Hofglasmalerei Gustav van Treeck
PODIUM
Architecture/Urban planning
Audiovisual explanation of the building culture in Munich
Event-Code 1316
Page 71
10 MAR4.30 pm – 0 pm
Interior design
Smart digital solutions for premium interior design
Event-Code 1395
Page 66
7 MAR8.30 pm – 10 pm
Architecture/Urban planning
Future-Proofing the Future of Façades
Event-Code 1411
Page 69
9 MAR9 am – 10.30 am
Architecture/Urban planning
Transformation in Architecture and Education
Event-Code 1282
Page 64
7 MAR6 pm – 10 pm
Design/innovation consultation
Creative Sparx: Design x Augmented Intelligence
Event-Code 1244
Page 68
8 MAR6.30 pm – 10 pm
Interior design
Creating the Link between Learning and Innovation
Event-Code 1342
Page 63
6 MAR7 pm – 10 pm
Product/industrial design
Hangover breakfast – with Nurus and Villeroy & Boch
Event-Code 1414
Page 70
10 MAR11 am – 2 pm
Digital Innovation
Digital Water
Event-Code 1348
Page 66
7 MAR7 pm – 11 pm
Transportation Design
un/bubbled Public Burst
Event-Code 1323
Page 69
8 MAR7.30 pm – 10 pm
Digital Innovation
Discuss & Explore: Smart Interaction
Event-Code 1256
Page 64
7 MAR6 pm – 8 pm
Design/innovation consultation
Culture Incorporated
Event-Code 1241
Page 67
8 MAR6.30 pm – 10 pm
Architecture/Urban planning
Creative Breakfast – Fast forward: new paths in architecture/studies
Event-Code 1413
Page 62
6 MAR9 am – 10.30 am
Product/industrial design
7th Designers’ Breakfast: FAKEtime – handling alternative facts
Event-Code 1259
Page 70
10 MAR11 am – 2 pm
Art and Design
creating value for the city and the region
Event-Code 1218
Page 65
7 MAR7 pm – 9 pm
Universal design
OUT OF THE BOX – identity in times of digitalization
Event-Code 1208
Page 68
8 MAR7 pm – 10.30 pm
Interior design
Creative Breakfast – Coalesse and Modern Craft
Event-Code 1343
Page 63
7 MAR9 am – 10.30 am
Design management
Designing Positive Futures
Event-Code 1245
Page 67
8 MAR6 pm – 9 pm
Digital Innovation
Creative Breakfast – Changing Shifts: Turn Your Desk into a Studio!
Event-Code 1412
Page 62
5 MAR9 am – 10.30 am
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61
Creative Breakfast – Changing Shifts: Turn Your Desk into a Studio! Ralf Groene of
Wolfsburg started out as a maker of analog
tools. As the lead designer for Microsoft Hard-
ware, today he designs digital tools. His motto:
Function Follows Benefit. Tools must meet
users’ work requirements. Sample question:
How can we enhance the functions of the desk-
top-monitor combination to offer new work
options for designers? The solution: an all-in-
one PC that supports touch and pen and has
a 20° angle studio mode similar to a drafting
table. In the workshop you can learn to unleash
your creativity with Autodesk and Adobe
programs.
Creating the Link between Learning and Innovation Every CEO is talking about dis-
ruption, the notion that new digital techno-
logies, globalization, new business models
and the emerging Artificial Intelligence lead
to new winners and losers in every industry.
The keys to survival are rapid innovation and
continuous learning. The faster an organiza-
tion can facilitate the learning of its people and
adapt to the unpredictable, the more likely it
is to succeed and grow. Join four experts invol-
ved in the design and development of the
Steelcase Learning and Innovation Center in
the discussion.
Creative Breakfast – Fast forward: new paths in architecture/studies Architects
think in other dimensions – and conquer new
content! The discussion panel with Prof. Meike
Weber (DETAIL), Christos Chantzaras (TUM),
Lisbeth Fischbacher, Daniel Hoheneder (flis-
sade) and Michael Reifer (FRENER & REIFER)
will offer insight and outlook: how a semester
paper turned into a multiple award-winning
start-up, how colleges and universities are
starting to foster entrepreneurial potential,
how to enter existing and new markets. From
new production chains and space-optimized
living to digital platforms for interaction –
architecture is moving forward, fast!
Creative Breakfast – Coalesse and Modern Craft We will discuss the four traits of craft
and how we are working to better understand
and connect the things we make with the
things we cherish. This will be an interactive
discussion with participation from the whole
group and everyone will leave with an object
to remember the experience by.
Location
MCBW FORUM
Museumsinsel/
Ludwigsbrück
80538 München
Promoter
Microsoft Deutschland
GmbH
www.microsoft.com/de-de
free, registration not required
Microsoft has designed its
own PCs under the Surface
brand for five years. The
Surface series combines
premium workmanship, high
performance and flexible
applications.
Location
Steelcase AG
Brienner Str. 42
80333 München
Promoter
Steelcase AG
www.steelcase.com
free, registration not required
Since 1912 Steelcase has
supported leading organi-
zations around the world
with substantiated know-
ledge based on a wealth
of experience – anywhere
people are at work.
Location
Museumsinsel/
Ludwigsbrücke
80538 München
Promoter
flissade GmbH
www.flissade.com
free, registration not required
flissade GmbH, a Munich-
based start-up, creates revo-
lutionary space-efficient
room concepts for the city
of the future and provides
answers to the challenges
of ever-scarcer spaces for
living.
Location
MCBW FORUM
Museumsinsel/
Ludwigsbrücke
80538 München
Promoter
Steelcase AG
www.steelcase.com
free, registration not required
Since 1912 Steelcase has
supported leading organi-
zations around the world
with substantiated know-
ledge based on a wealth
of experience – anywhere
people are at work.
Event-Code 1412
Digital Innovation5 MAR | 9 am – 10.30 am
Event-Code 1342
Interior design6 MAR | 7 pm – 10 pm
Event-Code 1413
Architecture/Urban planning6 MAR | 9 am – 10.30 am
Event-Code 1343
Interior design7 MAR | 9 am – 10.30 am
PODIUM
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63
Discuss & Explore: Smart Interaction With
an exhibition of experimental projects and a
panel discussion, UID will demonstrate how
networked technologies, virtual realities and
innovative interaction influence the future of
design. At the nexus of technology and design,
the exhibits provide insight into future inter-
action concepts. The display also includes
Lightshape’s small holodeck. Keynote spee-
ches by Manfred Dorn, Henrik Rieß (both UID)
and 3D specialist Lightshape will precede the
panel discussion.
Festivals matter – creating value for the city and the region Festivals bring people,
art, design, music, the city and the surroun-
ding region together. At a meeting of the Cul-
tural and Creative Industries team and the
Munich Metropolitan Region (EMM e.V.), we
will explore the importance of the interaction
of the region and the city and between the
corporate sector and creative people for fes-
tivals held in the region. Creative festival direc-
tors will discuss how the reciprocal effects of
this collaboration add value to the region and
boost its image and will present new and esta-
blished festivals. Networkers are welcome!
Transformation in Architecture and Educa-tion Architectural practice is changing. Aside
from designs for buildings, transformation
processes are gaining in importance – how we
live, move, work and find new solutions to
increasingly complex issues. At the open eve-
ning event, international speakers will
describe the growing relevance of research to
architecture and the application of research
findings to the challenges of our cities, from
living, working and innovating to mobility and
sustainability. Learn about how the architec-
tural profession is actively evolving into new
fields and markets.
Location
User Interface Design
GmbH
Claudius-Keller-Str. 3 c
81669 München
Promoter
User Interface Design
GmbH
www.uid.com
free, registration not required
UID is the market leader in
user experience design.
Our team of 100 usability
experts, UX designers and
software engineers creates
positive user experiences.
Location
MCBW FORUM
Museumsinsel/
Ludwigsbrücke
80538 München
Promoter
Kompetenzteam Kultur-
und Kreativwirtschaft der
Landeshauptstadt München
www.kreativ-muenchen.de
free, registration required
Kompetenzteam Kultur-
und Kreativwirtschaft is a
service provided by the City
of Munich to support the
creative sector in Munich
and the metropolitan region.
Location
Technische Universität
München/Fakultät für
Architektur
Arcisstr. 21
80333 München
Promoter
Technische Universität
München/Fakultät für
Architektur
www.ar.tum.de/startseite
free, registration required
The Professorship of Archi-
tectural Design and Building
Envelope develops research
projects for optimizing
energy consumption, con-
struction and user conveni-
ence including integration
with 3D printing.
Event-Code 1256
Digital Innovation7 MAR | 6 pm – 8 pm
Event-Code 1218
Art and Design7 MAR | 7 pm – 9 pm
Event-Code 1282
Architecture/Urban planning7 MAR | 6 pm – 10 pm
PODIUM
MCBW_2018_Anzeige_rz_171117.indd 1 17.11.17 13:37
Digital Water Water probably is the most
important resource on our planet. Water
means life, energy and wellbeing, water is the
basis of our existence, a valuable and archaic
commodity. What impact do trends such as
the ever-increasing digitalization of the world
we live in, individualization and self-optimiza-
tion have on this basic element and the way we
handle it? Our experts will discuss the oppor-
tunities and challenges of creating a digital
ecosystem that starts from an existential,
non-digital element.
Designing Positive Futures Macromedia
University invites you to a panel discussion on
DESIGNING POSITIVE FUTURES – an innova-
tion project for and with Syrian refugees. Ini-
tiated by Prof. Oliver Szasz, the R&D project
was conducted by students in the internatio-
nal Design Management master program. The
multidisciplinary innovation teams made up
of master students and Syrian refugees will
present their concepts developed based on
design thinking. Findings and challenges will
then be discussed with guests from the public,
corporate and science sectors.
Smart digital solutions for premium inte-rior design The shift in paradigms caused by
digitalization has resulted in drastic changes
in the construction industry. Everyone is tal-
king about BIM. Torben Hansen (of Schotten
und Hansen GmbH) and Brückner Architekten
(of Munich) have developed the Digital Interior
Manufacturing (d.i.m.) tool for premium indi-
vidualized interior design based on digital 3D
technologies. The panel of experts will discuss
solutions that meet the challenges of the digi-
tal world.
Culture Incorporated Authentic creative
culture is a competitive advantage for the most
innovative companies. Rare as it is precious, it
can be frustratingly difficult to achieve and
sustain. Management consultants have tried
to purchase it, corporations invest in labs to
foster it, and, as they grow, start-ups struggle
to preserve it. To succeed, organizations must
be designed to nurture long-term customer
relationships, respond with speed and agility,
and be free to seize new opportunities. Join
frog during MCBW to discuss how diverse and
dynamic organizations are being designed to
change the rules of the game.
Location
Phoenix Design GmbH +
Co. KG
Hans-Fischer-Str. 10
80339 München
Promoter
Phoenix Design GmbH +
Co. KG
www.phoenixdesign.com
free, registration required
Operating sites in Stuttgart,
Munich and Shanghai,
PHOENIX is a design and
innovation studio that crea-
tes smart, sensible and
tangible brand experiences
for product and interaction
design.
Location
DESIGNERWERKSCHAU,
Fruchthof München,
2. Innenhof, 2. Etage
Gotzinger Str. 52 b
81371 München
Promoter
Hochschule Macromedia
www.macromedia-
fachhochschule.de
free, registration required
Macromedia University is
a private international uni-
versity situated in Germany,
offering study programs
related to the digitization
and globalization of society.
Location
Brückner Architekten
Isartalstudio
Isartalstr. 34
80469 München
Promoter
Brückner Architekten
www.brueckner-
architekten.de
free, registration required
Our interior design firm
headquartered in Munich
specializes in general
planning and innovative
construction techniques
for interiors.
Location
frog
Leopoldstr. 55
80802 München
Promoter
frog
www.frogdesign.com
free, registration required
frog is a global design and
strategy firm. We transform
businesses at scale by crea-
ting systems of brand, pro-
duct and service that deliver
a distinctly better experience.
Event-Code 1348
Digital Innovation7 MAR | 7 pm – 11 pm
Event-Code 1245
Design management8 MAR | 6 pm – 9 pm
Event-Code 1395
Interior design7 MAR | 8.30 pm – 10 pm
Event-Code 1241
Design/innovation consultation8 MAR | 6.30 pm – 10 pm
PODIUM
66
67
Creative Sparx: Design x Augmented Intel-ligence Together, data, algorithms and
machine learning constitute a new medium for
design. They can be crafted and shaped by
people who think about what the world should
be like and have the imagination to do that and
the technical skills to actually build the things.
Data science is a different way of shaping the
world. Tim Brown CEO of IDEO As part of its
Creative Sparx series, IDEO will organize a
panel of data scientists and enthusiasts to
explore the potential of AI-enabled systems.
Please register by March 2, 2018 at
un/bubbled Public Burst Join us to hear
about the findings of the workshop sessions
and discuss them! un/bubbled – the workshop
format that helps you change perspectives
www.unbubbled.me The session is about the
increasing transformation of mobility (self-
driving cars, car-sharing, e-mobility, etc.). The
interior and other parts of cars need new pur-
poses – but what are they? What if the solu-
tions are provided by people other than car
designers? Public Burst: 7.30 pm to 10 pm
Developed and organized by ZIBERT+FRIENDS
www.zibert.com
OUT OF THE BOX – identity in times of digi-talization Digitalization has increased our
risk of drowning in the masses. Real and digital
identities are making it difficult to differentiate
between appearance and reality. This is why
the quest for identity has become a key topic
for the creative sector. To be successful, com-
panies have to create a strong identity and
present it to others skillfully. How do they
do that? What is the role of digitalization in
this? We invited players of the creative sector
to answer these questions in give brief, inspi-
rational lectures and discuss their opinions
with us.
Creative Breakfast – Future-Proofing the Future of Façades Material and technologi-
cal innovations open up opportunities to
change façades into important urban inter-
faces. Filippo Lodi, Head of Innovation and
Knowledge Management at UNStudio, will talk
about innovations in façade design. UNStudio
and MD-tex are developing a multifunctional
membrane structure system called Cirrus. Two
prototypes have been developed based on the
framed membrane strategy over the course of
two years and will be further developed and
optimized so they can be used as façades,
second skin or shelter structures.
Location
IDEO GmbH
Kellerstr. 27
81667 München
Promoter
IDEO GmbH
www.ideo.com
free, registration required
IDEO is a global design
and innovation company.
We create positive impact
through design.
Location
The Lovelace
Kardinal-Faulhaber-Str. 1
80333 München
Promoter
ZIBERT + FRIENDS GmbH
www.zibert.com
free, registration required
The agency for interactive
consulting, creative concept
design, and inspiration. We
help our customers get ready
for the future and develop
tailor-made concepts and
intelligently curated content.
Location
MATES
Georgenstr. 66
80799 München
Promoter
MATES
www.mates-muenchen.de
free, registration required
MATES is a co-working
space and network for
creative freelancers, self-
employed professionals and
start-ups in the media and
communication industry.
Location
MCBW FORUM
Museumsinsel/
Ludwigsbrücke
80538 München
Promoter
UNStudio & MDT-tex
www.mdt-tex.com/de/
home
free, registration not required
UNStudio is an international
architectural practice; MDT-
tex designs and manufac-
tures innovative and
high-quality membrane
constructions and custom-
made products for textile
outdoor architecture.
Event-Code 1244
Design/innovation consultation8 MAR | 6.30 pm – 10 pm
Event-Code 1323
Transportation design8 MAR | 7.30 pm – 10 pm
Event-Code 1208
Universal design8 MAR | 7 pm – 10.30 pm
Event-Code 1411
Architecture/Urban planning9 MAR | 9 am – 10.30 am
PODIUM
68
69
7th Designers’ Breakfast: FAKEtime – hand-ling alternative facts In our political, social,
electronic and real lives we are free to choose
from among alternative facts. How do we deal
with them? How do we use them to our advan-
tage? Do they impact our work? The discussion
with designers and guests will be hosted by
Andreas Enslin, Head of Miele Design Studio
and Vice-President of VDID.
Audiovisual explanation of the building culture in Munich Two award-winning part-
ners – OutOfOffice and its uniquely designed
venues for workshops and seminars and the
Stuttgart-based architectural firm VON M
(alias Matthias Siegert and Prof. Dennis Muel-
ler) will tend to Munich’s construction culture
for one day. “Audiovisual debates” will be sta-
ged in the form of live VJ sets with improvised
music to interpret the city’s key structures.
Participants can use the breaks between sets
to enjoy a drink and share what is on their
minds in the casual ambiance of OutOfOffice’s
premises at Glockenbachviertel.
Hangover breakfast – with Nurus and Vil-leroy & Boch The iF Award Night is over –
time to refresh body and mind with fresh con-
tent – and a hearty breakfast to mitigate any
possible after-effects: Renan Gökyay, CEO of
Nurus and James Nutting, Director Sales
Development for Villeroy & Boch exchange
views on preferences and disadvantages of
traditional family business vs. classic large
corporations, the challenges of demogra-
phically diverse employee structures, new
ways of working, cultures and worlds. An exci-
ting conversation including Rollmops & Alka
Seltzer!
Location
Showroom USM München
Wittelsbacherplatz 1
80333 München
Promoter
Verband Deutscher
Industrie Designer e.V.,
VDID
www.vdid.de
subject to a fee,
registration required
Founded in 1959 as a pro-
fessional association, VDID
is the federation represen-
ting qualified and profes-
sionally working industrial
designers in Germany.
Location
OutOfOffice München
GmbH
Seidlstr. 28
80335 München
Promoter
OutOfOffice München
GmbH
free, registration required
We are part of the radical
change in corporate culture –
our goal is to make room
for creativity, humanity and
collaboration.
Location
Oskar von Miller Forum
Oskar-von-Miller-Ring 25
80333 München
Promoter
Nurus
www.nurus.com
free, registration not required
Founded in 1927, Nurus is
one of the leading manufac-
turers in the field of contract
furniture – it has received
many awards for design
management and over 50
internationally renowned
design awards.
Event-Code 1259
Product/industrial design10 MAR | 11 am – 2 pm
Event-Code 1316
Architecture/Urban planning10 MAR | 4.30 pm – 0 pm
Event-Code 1414
Product/industrial design10 MAR | 11 am – 2 pm
PODIUM
Vorträge +Inspiration
High CreativityMi 7 3 18 Ab 18 30
Anm
eldu
ng: d
esig
nerw
erks
chau
.de
SPEECH
Communication design/branding
ADC’s seminar on social media
Event-Code 1154
Page 77
6 MAR2 pm – 6 pm
Product/industrial design
ADC’s seminar on Feminista, the world’s first political perfume
Event-Code 1155
Page 79
7 MAR7 pm – 8.30 pm
Digital Innovation
Shifting customers’ expectations regardingautomobility experien-ces
Event-Code 1292
Page 78
7 MAR6.30 pm – 9 pm
Universal design
Universal Design Studies
Event-Code 1309
Page 81
9 MAR2 pm – 4.30 pm
Product/industrial design
DEsigned in Bavaria
Event-Code 1257
Page 76
5 MAR7 pm – 10 pm
Interior design
High Creativity
Event-Code 1220
Page 79
7 MAR9.30 pm – 11.50 pm
Communication design/branding
The Tale of Storytelling
Event-Code 1240
Page 78
7 MAR6.30 pm – 9.30 pm
Media design
netzblicke – virtual reality between creativity and reality
Event-Code 1214
Page 80
8 MAR7 pm – 9 pm
Digital Innovation
Behance Portfolio Review
Event-Code 1364
Page 76
5 MAR6.30 pm – 10 pm
Design/innovation consultation
Transformation!
Event-Code 1294
Page 77
6 MAR6.30 pm – 10 pm
Design/innovation consultation
px Zündfunken
Event-Code 1210
Page 80
8 MAR6 pm – 10 pm
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75
Behance Portfolio Review During the day,
we will organize the UX Games contest, in the
evening we will host inspiring talks about
technology and design. To participate in UX
Games, your team will be given an offbeat
topic and you will have until the evening to
come up with a groundbreaking concept and
an operational prototype. The pitch and the
award ceremony will take place during the
talks and there will be ample opportunities to
drink – a soirée with no (creative) boundaries.
ADC’s seminar on social media #From-
GiesingToWorld A global outdoor brand, an
online insurance company, and affordable
design hotel – we at Hello will show you what
it takes to be successful in social media such
as Facebook or Instagram, and what you want
to avoid. To do so, we will share three clients’
forays into the social media world openly,
honestly, without adornment and including
setbacks
DEsigned in Bavaria Vernissage with key-
note speech “FAKEtime – handling alternative
facts” The exhibition: a product show for form
and function with sense and emotion. A world
without industrial design?! Unthinkable. We
would not have taps, dishes or furniture. The
keynote speech: In our political, social, elec-
tronic and real lives we are free to choose from
among alternative facts. How do we deal with
them? How do we use them to our advantage?
Do they impact our work?
Transformation! How to navigate success-
fully through times that call for transformation
During MCBW, design and innovation agency
FLUID (formerly LUNAR Europe) invites you to
its premises on Fraunhoferstraße. Expect inte-
resting lectures about transformation from
diverse perspectives. For more information on
registration, visit mcbw.de.
Location
COBE GmbH
Baaderstr. 7
80469 München
Promoter
COBE GmbH
www.cobeisfresh.com
free, registration required
COBE specializes in the
brand-based design and
development of digital
products.
Location
Hello München GmbH
Deisenhofener Str. 1
81539 München
Promoter
Art Directors Club für
Deutschland (ADC) e.V.
www.adc.de
free, registration required
ADC considers itself a bench-
mark for creative excellence
and honors outstanding
communication. It organizes
seminars and other events
and has authored numerous
publications.
Location
USM Showroom München
Wittelsbacherplatz 1
80333 München
Promoter
Verband Deutscher
Industrie Designer e.V.,
VDID
www.vdid.de
free, registration required
Founded in 1959 as a pro-
fessional association, VDID
is the federation represen-
ting qualified and profes-
sionally working industrial
designers in Germany.
Location
FLUID Design GmbH
Fraunhoferstr. 23 H
80469 München
Promoter
FLUID Design GmbH
www.wearefluid.com
free, registration required
FLUID is an award-winning
design and innovation
consultancy located in
Munich and San Francisco,
working for clients from all
over the world.
Event-Code 1364
Digital Innovation5 MAR | 6.30 pm – 10 pm
Event-Code 1154
Communication design/branding6 MAR | 2 pm – 6 pm
Event-Code 1257
Product/industrial design5 MAR | 7 pm – 10 pm
Event-Code 1294
Design/innovation consultation6 MAR | 6.30 pm – 10 pm
SPEECH
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77
The Tale of Storytelling Stories of failure and
success – learn how to use content for your
business An eventful soirée at the Office Bar
of fischerAppelt and Ligalux Since advertising
and PR discovered the importance of storytel-
ling, it is used for all types of products, from
frozen cakes to cloud servers. It takes one who
knows about it to talk about it. We will discuss
failures and successes so at the end of the day
you will know what makes a good story. With
Dirk Benninghoff, editor-in-chief at fischer-
Appelt, and other storytellers.
High Creativity A one-day event with work
reports and lectures presented by renowned
designers, architects and/or artists with cate-
ring and musical entertainment Glas Trösch
and the partners of designerwerkschau invite
you to Fruchthof in Munich for the 2018 event
highlight. Partners:
Glas Trösch | arper | créationbaumann | Florim
| Laufen | Lintex | louis poulsen | Merten |
Modular | Raico | Ritto
Shifting customers’ expectations regar-ding automobility experiences Customer
expectations regarding automobility and
ownership are rapidly changing. Holistic expe-
riences, which will incorporate converging
spaces and products, will soon be mandatory
in order to meet user needs and desires. Focu-
sing on the user journey, our automotive
experts will share their visions of a near tan-
gible future of automobility and what it will
mean to be a brand in this heavily disrupted
industry. English-language only. Places are
limited for the discussion and drinks; please
register with Armine Khurshudyan at
ADC’s seminar on Feminista, the world’s first political perfume How are the world’s
best perfumer and a movie connected? How
do you disrupt the cosmetics industry? Why
does it make sense to communicate with the
rest of the world while you are developing pro-
ducts? Who exactly has to fear feminism? A
sensual-political-strategic lecture by Ulrike
Hager and Helmut Hartl, founders/partners
of Hero’s Journey Travel Agency
Location
fischerAppelt AG
Otl-Aicher-Str. 64
80807 München
Promoter
fischerAppelt AG
www.fischerappelt.de
free, registration not required
Our group of eight content
agencies and special units
covers all the disciplines of
a content marketing agency
and of content creation.
Location
Glas Trösch Beratungs-
GmbH, designerwerkschau
Gotzinger Str. 52 b
81371 München
Promoter
Glas Trösch Beratungs-
GmbH, designerwerkschau
www.designerwerkschau.de
subject to a fee,
registration required
The historic building of the
former Münchner Fruchthof
has become a showcase
where renowned brands
present innovative materials
and fascinating products
for design and architecture.
Location
Cogniance
Bayerstr. 85 a
80335 München
Promoter
Cogniance
www.cogniance.com
free, registration required
Cogniance is a global stra-
tegy and technology com-
pany, headquartered in
Sunnyvale, CA. Our services
combine branding, user
experience and engineering
to help innovators bring
products to market.
Location
Embassy of Dreams
Heßstr. 74 – 76 Rg
80798 München
Promoter
Art Directors Club für
Deutschland (ADC) e.V.
www.adc.de
free, registration required
ADC considers itself a bench-
mark for creative excellence
and honors outstanding
communication. It organizes
seminars and other events
and has authored numerous
publications.
Event-Code 1240
Communication design/branding7 MAR | 6.30 pm – 9.30 pm
Event-Code 1220
Interior design7 MAR | 9.30 pm – 11.50 pm
Event-Code 1292
Digital Innovation7 MAR | 6.30 pm – 9 pm
Event-Code 1155
Product/industrial design7 MAR | 7 pm – 8.30 pm
SPEECH
78
79
px Zündfunken The latest on Work 4.0 a cre-
ative environment The times of punching the
time clock and personalizing your desk are
long gone. Trust-based working hours and
desk-sharing are the new buzzwords. At plan-
worx, the agency for experiential marketing,
the future of work has already begun. Learn
about the ordinary course of business at what
probably is the most modern agency in Ger-
many and join our experts in the discussion.
Universal Design Studies Initiated by Uni-
versal Design Forum e.V., Sigmund Freud Uni-
versität (Vienna), design for all Austria, design
for all Spain, Institut für Universal Design and
hi.pe.at developed a 12-module work-based
study program. The modules are taught at
alternating locations (Barcelona, Milan,
Vienna, Tokio) and are followed by a practical
stint at an non-profit organization. Teachers
and initiators will present the project that is
scheduled to start in the summer of 2018.
netzblicke – virtual reality between creati-vity and reality As a topic of innovation,
virtual reality (VR) is sure to make it into the
mainstream. What ways exist to generate sus-
tainable value with this new technology? What
content can be reproduced on what plat-
forms? What must be kept in mind during pro-
duction? Learn how VR opens up entirely new
opportunities. We will select a number of
examples from the field, for example, fashion
design, graffiti writing, a virtual company tour
and an explanatory graphic for a TV show.
Location
planworx Gmbh
Anni-Albers-Str. 11
80807 München
Promoter
planworx Gmbh
www.planworx.de
free, registration required
planworx GmbH is an owner-
operated agency for consul-
ting, planning and imple-
menting event marketing.
Location
Oskar von Miller Forum
Oskar-von-Miller-Ring 25
80333 München
Promoter
IUD – Institut für Universal
Design KG
www.universal-design.org
free, registration not required
We see universal design as a
meta discipline of design.
In cooperation with the cor-
porate sector, academia and
society, we create inspira-
tion, concepts and strate-
gies for almost everybody.
Location
IHK Akademie München
Orleansstr. 10 –12
81669 München
Promoter
IHK für München und
Oberbayern
www.ihk-muenchen.de
free, registration required
With approximately 380,000
member companies, IHK
München is the largest
chamber of industry and
commerce in Germany. Its
main goal is to create the
best conditions for sustain-
able business success.
Event-Code 1210
Design/innovation consultation8 MAR | 6 pm – 10 pm
Event-Code 1309
Universal design9 MAR | 2 pm – 4.30 pm
Event-Code 1214
Media design8 MAR | 7 pm – 9 pm
SPEECH
ACHTUNG:
Ab 2018 brauchen Agenturen mit
Automotive-Kundenim Portfolio ein tisax-Zertifikat!
Wir beraten Kreativagenturen
bei der Digitalisierung ihrer
administrativen und kreativen
Prozesse, entwickeln zukunfts-
orientierte IT-Infrastrukturen
und sorgen für Datensicherheit.
www.nextwork.de
WORKSHOP, LAB AND EDUCATION
Communication design/branding
Ads in Motion – the challenge of digital outof- home advertising
Event-Code 1404
Page 94
7 MAR4 pm – 6 pm
Design/innovation consultation
Design-Driven Innovation
Event-Code 1149
Page 98
8 MAR2 pm – 5.30 pm
Product/industrial design
Circular Product Design
Event-Code 1366
Page 91
6 MAR9.30 am – 1 pm
Design/innovation consultation
Brand Thinking Master Class – Brand-Driven Companies
Event-Code 1266
Page 97
8 MAR9 am – 4 pm
Social Design
Brain Design meets Change Management
Event-Code 1203
Page 95
7 MAR6 pm – 9.30 pm
Communication design/branding
ADC’s seminar on language design
Event-Code 1152
Page 92
7 MAR1 pm – 4 pm
Design/innovation consultation
CREATIVITY, FUTURE- PROOF! Data protec-tion/data security in agencies
Event-Code 1202
Page 98
8 MAR10 am – 2 pm
Communication design/branding
Ads in Motion – the challenge of digital out-of-home advertising
Event-Code 1403
Page 90
6 MAR9 am – 11 am
Service design
Creative Breakfast – how the IoT can support the disruptions of life
Event-Code 1175
Page 96
8 MAR8.30 pm – 10.30 pm
Design/innovation consultation
#kreativmuenchen: consulting services for creative people
Event-Code 1217
Page 88
5 – 9 MAR10 am – 5 pm
Design management
Protecting creative ideas and creations
Event-Code 1274
Page 95
7 MAR6 pm – 8.30 pm
Interior design
iam lab/be curious
Event-Code 1219
Page 92
6 MAR6 pm – 10 pm
Communication design/branding
ADC’s seminar on the world’s best students
Event-Code 1156
Page 97
8 MAR10 am – 12 am
Digital Innovation
UX-GAMES
Event-Code 1365
Page 90
5 MAR1 pm – 6 pm
Communication design/branding
BRAIN DESIGN
Event-Code 1255
Page 96
7 MAR6 pm – 9 pm
Art and design
new spaces for art
Event-Code 1192
Page 88
3 MAR10 am – 11 pm
Digital Innovation
Lost in Digitalization? Mindful communicationvs. AI as an opportunity
Event-Code 1374
Page 94
7 MAR5 pm – 8 pm
Transportation design
un/bubbled Workshop-sessions
Event-Code 1284
Page 100
8 MAR4.30 pm – 10 pm
84
85
Design/innovation consultation
Business Models for Teams
Event-Code 1268
Page 102
9 MAR9 am – 4 pm
Communication design/branding
PERSONAL BRANDING CANVAS
Event-Code 1267
Page 101
8 MAR6.30 pm – 9.30 pm
Design/innovation consultation
CREATIVE LEADERSHIP SALON N°3 – MCBW Special – Future of Work
Event-Code 1269
Page 104
9 MAR6.30 pm – 9.30 pm
Communication design/branding
A new Agenda for Strategic Brand Management
Event-Code 1193
Page 102
8 MAR7 am – 10 pm
Design/innovation consultation
Workshop on IP strategies
Event-Code 1209
Page 100
8 MAR6 pm – 9 pm
Film/stage
ADC’s seminar on commercials
Event-Code 1153
Page 103
9 MAR1 pm – 4 pm
Service design
Intelligence Augmen-tation – Machine Learning for Designers
Event-Code 1174
Page 101
8 MAR6.30 pm – 10 pm
Design/innovation consultation
UX LIGHTNING TALKS BY ICON INCAR
Event-Code 1191
Page 104
9 MAR7 pm – 11.59 pm
Digital Innovation
BarCamp Oberland – Digital Transformation & Design
Event-Code 1198
Page 103
9 MAR9 am – 6 pm
Art and design
HEARME – designing new service models for museums
Event-Code 1270
Page 105
10 MAR10 am – 5 pm
WORKSHOP, LAB AND EDUCATION
86
87
new spaces for art Art has distanced itself
from us. It scores astronomical prices in the
overheated market. The elitist art sector revol-
ves around itself in its own echo chamber. We
have to go marvel at it in its perfectly tempe-
rate, illuminated and secured temples. Dis-
tance has replaced relationships. What can art
do to come closer again? What do new rooms
for art look like where relationships and
encounters can take place? We invite 6 x 6 par-
ticipants to join us at the Unvollendete Räume
at Schloss Herrenchiemsee to reinvent the
experiencing of art.
#kreativmuenchen: consulting services for creative people Our consulting services
have been developed for designers and pro-
fessionals in the cultural and creative sectors
seeking support and advice. Our services are
open to founders, start-ups, self-employed
people and freelancers who have been pur-
suing a career in a creative field for some time.
We will be happy to answer your questions
about planning, financing, acquisition, pricing,
marketing, general orientation, networks and
premises.
Location
Schloss Herrenchiemsee
83209 Herrenchiemsee
Promoter
KMS BLACKSPACE GmbH
www.black.space/de
free, registration required
KMS TEAM is a leading inter-
national company for brand
strategy, brand design and
brand communication.
Location
Kompetenzteam Kultur-
und Kreativwirtschaft der
Landeshauptstadt München
Dachauer Str. 114
80636 München
Promoter
Kompetenzteam Kultur-
und Kreativwirtschaft der
Landeshauptstadt München
www.kreativ-muenchen.de
free, registration required
Kompetenzteam Kultur- und
Kreativwirtschaft is a service
provided by the City of
Munich to support the crea-
tive sector in Munich and the
metropolitan region.
Event-Code 1192
Art and design 3 MAR | 10 am – 11 pm
Event-Code 1217
Design/innovation consultation5 – 9 MAR | 10 am – 5 pm for registration and appointments pls. contact [email protected]
WORKSHOP, LAB AND EDUCATION
Join us at MCBW: Friday 09.03.2018, 19.00�hwww.iconincar.com
UX GAMES During the day, we will organize
the UX Games contest, in the evening we will
host inspiring talks about technology and
design. To participate in UX Games, your team
will be given an offbeat topic and you will have
until the evening to come up with a ground-
breaking concept and an operational proto-
type. The pitch and the award ceremony will
take place during the talks and there will be
ample opportunities to drink – a soirée with no
(creative) boundaries.
Ads in Motion – the challenge of digital out-of-home advertising Digital out-of-home
media are leaving their mark on perception in
urban environments. Animated pictures in
shopping malls or public transportation, at
train stations or the roadside – more and more
advertising messages compete for the consu-
mer’s attention. In the workshop, experts of
Ströer Media Creation (SMC) will illustrate how
they link their creative aspirations with their
media-specific communication skills. In addi-
tion, SMC will introduce itself as Ströer’s new
creative agency that builds on more than 20
years of experience in the digital creation of
DooH pioneer Infoscreen.
Circular Product Design Product design
professionals, design consultants and design
companies are invited to participate in the free
international Circular Product Design work-
shop coordinated by Dr. Ana Mestre, resear-
cher at Nottingham Trent University (NTU) and
the UK Research Centre for Industrial Energy,
Materials & Products (CIE-MAP). The work-
shop supports professionals in designing for
the circular economy by presenting and dis-
cussing a recently developed conceptual fra-
mework for circular product design. Partici-
pants are welcome to apply what they learned
to practical design projects.
Location
COBE GmbH
Baaderstr. 7
80469 München
Promoter
COBE GmbH
www.cobeisfresh.com
free, registration required
COBE specializes in the
brand-based design and
development of digital
products.
Location
Ströer Deutsche Städte
Medien GmbH
Balanstr. 73
81541 München
Promoter
Ströer Deutsche Städte
Medien GmbH
free, registration required
Location
COKREA
Nordendstr. 64
80801 München
Promoter
Nottingham Trent
University/CIE-MAP
www.ntu.ac.uk
free, registration required
The NTU / CIE-MAP, one of
the UK End Use Energy
Demand (EUED) research
centres, aims to identify
opportunities along the
product supply chain
towards carbon reduction
and material efficiency.
Event-Code 1365
Digital Innovation5 MAR | 1 pm – 6 pm
Event-Code 1403
Communication design/branding6 MAR | 9 am – 11 am
Event-Code 1366
Product/industrial design6 MAR | 9.30 am – 1 pm
WORKSHOP, LAB AND EDUCATION
Symposium by Schnitzer&on 8th of March 2018from 12.00 pm till 8.30 pmat Autohaus am GoetheplatzLindwurmstraße 20–2480337 Munich
Participants:
rural mobility– Arnold Hirschbühl,
Mayor of Krumbach– Carolin Hertdle,
Sociologist ISME– Melanie Herget,
Environmental scientist, InnoZ
urban mobility– Hubert Klumpner and
Alfredo Brillembourg, architects and urban planners, Urban Think Tank
– Andreas Schuster, Green City e. V. – Prof. Dr.(I) Elisabeth Merk,
Head of Department of Urban Planning and Building Regulation, City of Munich
the future of mobility– Areti Markopoulou,
architect and urban technologist, IAAC Barcelona
– Sophie Stigliano, Director Urban Standards
– Alex Erath, Project Leader at Singapore ETH Centre
– Emma Costa Argemi, Competence Center E-mobility
curated byJulia Hinderink, Schnitzer&
a b g e f ahren
Baye
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ie
iam lab/be curious Interior designers are
researchers of future trends in materials,
colors and new, individualized challenges of
an ever-demanding society. At the get-to-
gether, iam Lab will introduce itself and pre-
sent current and future influences, materials
and trends for you to experience and test. In
the ensuing lecture, Julia Schneider will sum-
marize the new impressions.
ADC’s seminar on language design In times
when products and services become more and
more similar and looks become increasingly
exchangeable, the best chance for a brand to
stand out, to be liked and, ultimately, to per-
suade consumers is its language. This langu-
age can be designed. Join our language design
seminar to find out how. Using a concrete
example and its position in the market, step
by step we will develop a useful toolbox that
helps the brand communicate in its unique
language anytime and anywhere
Location
iam interior architects
munich
Pündterplatz 4
80803 München
Promoter
iam interior architects
munich
www.interior-architects-
munich.com
free, registration required
The interior designers of iam
in Munich provide end-to-end
support for office design,
trade show construction,
home living and retail projects
including corporate design.
Location
Arena Kino
Hans-Sachs-Str. 7
80469 München
Promoter
Art Directors Club für
Deutschland (ADC) e.V.
www.adc.de
free, registration required
ADC considers itself a bench-
mark for creative excellence
and honors outstanding
communication. It organizes
seminars and other events
and has authored numerous
publications.
Event-Code 1219
Interior design6 MAR | 6 pm – 10 pm
Event-Code 1152
Communication design/branding7 MAR | 1 pm – 4 pm
WORKSHOP, LAB AND EDUCATION
CMCX – Content-Marketing Conference & Exposition
AmazonWorld ConventionVerkaufen, werben und analysieren auf Amazon
Partner Events:
www.internetworld-expo.de
Tickets & Programm:
E-Com-merce
06.-07. März 2018, München
Jetztkostenlos anmelden!
Com-Com-Com-E-E-E-E-E-E-
Ads in Motion – the challenge of digital out-of-home advertising Digital out-of-home
media are leaving their mark on perception in
urban environments. Animated pictures in
shopping malls or public transportation, at
train stations or the roadside – more and more
advertising messages compete for the consu-
mer’s attention. In the workshop, experts of
Ströer Media Creation (SMC) will illustrate how
they link their creative aspirations with their
media-specific communication skills. In addi-
tion, SMC will introduce itself as Ströer’s new
creative agency that builds on more than 20
years of experience in the digital creation of
DooH pioneer Infoscreen.
Protecting creative ideas and creations The two-hour lecture will include an overview
of the opportunities and snares creative peo-
ple should know about and consider when
protecting their ideas and creations. The spe-
aker also will give tips regarding protection
against plagiarism and will answer ques-
tions after the lecture. Participation is free of
charge. Please register at [email protected].
Heidi Messer is an attorney in the field of intel-
lectual property law. She teaches fashion and
design law at AMD Akademie für Mode und
Design and is the co-author of the book Urhe-
berrecht für Architekten und Ingenieure pub-
lished by C.H. Beck.
Lost in Digitalization? Mindful communi-cation vs. AI as an opportunity Ask Google
what salt tastes like … In times, when people
are but IP addresses and Artificial Intelligence
executes logical work processes, our open
workshop will deal with the question of how
we have to develop to continue playing a key
role for our customers and our staff. Join us if
you are interested in the topic or want to learn
more about trust and leadership in a digital
world. smartacademy looks forward to seeing
you in Munich!
Brain Design meets Change Management Breitenstein does Change Management! Be it
in our offices at Altheimer Eck 7, in our Training
Center in the Bavarian Alps – or with our custo-
mers all over the world. We know that “true
beauty” comes from within. Companies can
only use digital transformation successfully if
they can also live internally what they want to
communicate to the external world. And here,
the employees are the critical success factor.
We design change processes which make
organizations more agile, more open and
increase mutual trust and respect, and where
teams can learn how participation and co-
creation.
Location
Ströer Deutsche Städte
Medien GmbH
Balanstr. 73
81541 München
Promoter
Ströer Deutsche Städte
Medien GmbH
free, registration required
Location
Messer Rechtsanwälte
Sendlinger Str. 20
80331 München
Promoter
Messer Rechtsanwälte
www.messerlaw.de
free, registration required
Messer Rechtsanwälte is a
young law firm for intellec-
tual property, copyright and
media law.
Location
smartvillage Coworking
München
Winzererstr. 47 D
80797 München
Promoter
smartvillage Coworking
München
www.smart-village.info
free, registration required
smartvillage is the home of
start-ups, freelancers and
established companies that
live and love the new way
of working in innovative
environments. Work smarter,
not harder.
Location
Breitenstein Consulting
GmbH & Co. KG
Altheimer Eck 7
80331 München
Promoter
Breitenstein Consulting
GmbH & Co. KG
www.breitenstein-
consulting.com/?id=140
free, registration not required
Breitenstein manages
change – for Altheimer Eck 7,
our hotel in the Chiemgau
Alps and, most importantly,
our clients around the world.
Event-Code 1404
Communication design/branding7 MAR | 4 pm – 6 pm
Event-Code 1274
Design management7 MAR | 6 pm – 8.30 pm
Event-Code 1374
Digital Innovation7 MAR | 5 pm – 8 pm
Event-Code 1203
Social design7 MAR | 6 pm – 9.30 pm
WORKSHOP, LAB AND EDUCATION
94
95
BRAIN DESIGN A HOUSE FULL OF IDEAS:
Interaction I Knowledge I Actions I Entertain-
ment = Brain Design Sternthaler’s Campaign-
Lab wants to interact with you and make the
future of communication a real and a virtual
experience. We will show you why digital ana-
logies make for fluid campaign management
and how Artificial Intelligence can make custo-
mer contact more personal. If you miss our
Intelligence Connectivity across rooms and
floors, you will miss the future. That applies to
all sectors, be it automotive, industrial, servi-
ces or media.
Brand Thinking Master Class – Brand- Driven Companies For what will your com-
pany be known in the future? What narrative
will be its compass? We are convinced that
journeys of this nature require tools, not rules.
Delving into the issue of leadership will be
more effective than dealing with marketing
topics first. Join our master class to learn how
you can create a shiny brand with your sen-
se-driven company and what key steps you
can take within your business without having
to resort to external consultants.
Creative Breakfast – how the IoT can sup-port the disruptions of life There is a big
hype around IoT. IoT can bring our lives to a
new level – so it often seems in these discus-
sions. But in most cases the debates are still
very abstract. In our workshop we invite you
to join a live experiment with our very own IoT-
Kit, that has been developed out of the frust-
ration of a designer and an engineer in order
to give IoT a more tangible face. Together we
will use the IoT-kit to find hands-on solutions
for selected problems of your business lives.
Join us to learn more about how to use and play
with the kit to create smarter and better IoT-
services for your business.
ADC’s seminar on the world’s best stu-dents Twice a year, creative-talent scouts
throughout Germany champion the graduates
of Akademie U5 in Munich. It is the alma mater
of Marcello Serpa, the creative frontrunner in
South America; of Michael Keller and Knut
Maierhofer, the founders of KMS, one of the
most spectacular brand and event agencies;
of Cannes Grand Prix winners such as Alexan-
der Nagel; and of whiz kids such as Stephan
Westerwelle. Alex Bartel and Hans-Peter Alb-
recht, directors (and alumni) of Akademie U5,
will show examples of diploma theses and field
work created by 2000 U5 students – the best
in the world.
Location
sternthaler Werbeagentur
GmbH
Altheimer Eck 7
80331 München
Promoter
sternthaler Werbeagentur
GmbH
www.sternthaler.com
free, registration not required
sternthaler is a creative 360°
advertising agency. Our
team of ten supports custo-
mers in all industries around
the world.
Location
COKREA
Nordendstr. 64
80801 München
Promoter
COKREA – ein Projekt der
Off-Time GmbH
www.cokrea.com/en/home
subject to a fee,
registration required
COKREA is a place to rent
and to learn from others.
Ideal for Meetings, Work-
shops, Training, Speaker-
and Networking Events,
Exhibitions, Product & Press
Launches and Receptions.
Location
MCBW FORUM
Museumsinsel/
Ludwigsbrücke
80538 München
Promoter
Futurice GmbH
futurice.com
free, registration required
Futurice, founded 2000 in
Helsinki, is a fast-growing
digital consultancy that
designs and creates innova-
tive digital services for com-
panies across a wide variety
of industries.
Location
Arena Kino
Hans-Sachs-Str. 7
80469 München
Promoter
Art Directors Club für
Deutschland (ADC) e.V.
www.adc.de
free, registration required
ADC considers itself a bench-
mark for creative excellence
and honors outstanding
communication. It organizes
seminars and other events
and has authored numerous
publications.
Event-Code 1255
Communication design/branding7 MAR | 6 pm – 9 pm
Event-Code 1266
Design/innovation consultation8 MAR | 9 am – 4 pm
Event-Code 1175
Service design8 MAR | 8.30 pm – 10.30 pm
Event-Code 1156
Communication design/branding8 MAR | 10 am – 12 am
WORKSHOP, LAB AND EDUCATION
96
97
CREATIVITY, FUTURE-PROOF! Data protec-tion/data security in agencies While crea-
tive chaos is common in agencies, data pro-
tection, data security and other topics have
made an impact on the creative sector as well.
In 2018, data protection laws will become
more stringent. Many clients audit their agen-
cies to determine whether their processes and
data security measures comply with industrial
norms. How do agencies deal with the subject?
Do they need to take action at all? If yes, what
are the best initial steps? Our workshop has
been designed to provide creative people with
an overview, information on potential appro-
aches, and practical tips.
Design-Driven Innovation Our workshop
will be about methods that are based on desig-
ners’ mindsets, such as design thinking, lean
start-up and agile work. The corporate sector,
researchers and politicians increasingly are
becoming aware of the potential of teams that
focus on people. We will show you techniques
that foster collaborative creativity that can
help find holistic and user-centered answers
to problems and how and when to use these
techniques effectively. Admission (incl. beve-
rages and snacks): € 50 plus VAT.
Location
nextwork GmbH
Amalienstr. 62
80799 München
Promoter
nextwork GmbH
www.nextwork.de
free, registration required
nextwork supports agencies
and professional teams with
digitalizing their administra-
tive and creative processes,
develops future-oriented IT
infrastructures and ensures
data security.
Location
creaffective GmbH
Rosenheimer Str. 189
81671 München
Promoter
creaffective GmbH
www.creaffective.de
subject to a fee,
registration required
Our consultancy supports
organizations with develo-
ping their innovation culture
and creative processes in
a way that allows them to
create innovative solutions
and adapt to changing
circumstances.
Event-Code 1202
Design/innovation consultation8 MAR | 10 am – 2 pm
Event-Code 1149
Design/innovation consultation8 MAR | 2 pm – 5.30 pm
WORKSHOP, LAB AND EDUCATION
Variante A2 Aboausgabe
Savethe Date
25. – 26. Oktober 2018
Alte Kongresshalle München
Creative
Paper Conference
creative-paper.de
un/bubbled workshop sessions un/bub-
bled – the workshop format that helps you
change perspectives www.unbubbled.me The
session is about the increasing transformation
of mobility (self-driving cars, car-sharing, etc.).
The interior and other parts of cars need new
purposes – but what are they? What new types
of cooperation are possible? What if the solu-
tions are provided by people other than car
designers? Burst Sessions for workshop par-
ticipants: 4.30 pm to 7 pm followed by a Public
Burst with the audience (ends around 10 pm)
Developed and organized by ZIBERT+FRIENDS
www.zibert.com
PERSONAL BRANDING CANVAS The Perso-
nal Branding Canvas is the free visual tool for
designing personal branding strategies. It has
been translated into 10 languages. Inspired by
best practices in business design, the work-
shop has a proven format tested all around
Europe. The session will introduce the new
Canvas format in an experiential way, enabling
participants to design the very first prototype
of their own personal branding strategy.
Workshop on IP strategies As part of the
workshop, we will introduce you to diverse
topics related to intellectual property rights
(brand rights, design rights, copyrights, com-
petition law, patents and utility models) based
on practical examples. Expand your practical
knowledge and learn how to implement, mar-
ket and, most importantly, protect your busi-
ness ideas. Join us for a lively discussion and a
glass of Chamwhisky afterwards.
Intelligence Augmentation – Machine Lear-ning for Designers In the exciting age of
Artificial Intelligence and machine learning,
our workshop will help you to design a service
that supports and supplements human thin-
king. How will that work? We start by discus-
sing what AI is, and what it’s good for. Then we
take a deep dive into the special considera-
tions that designers must make when adding
machine learning to a service, without losing
sight of the human factor. Join our Data Scien-
tist and Service Design experts and enjoy
some hands wet time to design using tools and
approaches we have been creating for this
emerging area.
Location
The Lovelace
Kardinal-Faulhaber-Str. 1
80333 München
Promoter
ZIBERT + FRIENDS GmbH
www.zibert.com
free, registration required
The agency for interactive
consulting, creative concept
design, and inspiration.
We help our customers get
ready for the future and
develop tailor-made con-
cepts and intelligently cura-
ted content.
Location
COKREA
Nordendstr. 64
80801 München
Promoter
COKREA – ein Projekt der
Off-Time GmbH
www.cokrea.com/en/home
free, registration required
COKREA is a place to rent
and to learn from others.
Ideal for Meetings, Work-
shops, Training, Speaker-
and Networking Events,
Exhibitions, Product & Press
Launches and Receptions.
Location
Weickmann & Weickmann
Patent- und Rechtsanwälte
PartmbB
Richard-Strauss-Str. 80
81679 München
Promoter
Weickmann & Weickmann
Patent- und Rechtsanwälte
PartmbB
www.weickmann.de
free, registration required
Weickmann & Weickmann
is one of the oldest law firms
in Germany to specialize in
the field of intellectual and
industrial property.
Location
Futurice GmbH
Implerstr. 7
81371 München
Promoter
Futurice GmbH
futurice.com
free, registration required
Futurice, founded 2000 in
Helsinki, is a fast-growing
digital consultancy that
designs and creates innova-
tive digital services for com-
panies across a wide variety
of industries.
Event-Code 1284
Transportation design8 MAR | 4.30 pm – 10 pm
Event-Code 1267
Communication design/branding8 MAR | 6.30 pm – 9.30 pm
Event-Code 1209
Design/innovation consultation8 MAR | 6 pm – 9 pm
Event-Code 1174
Service design8 MAR | 6.30 pm – 10 pm
WORKSHOP, LAB AND EDUCATION
100
101
A new Agenda for Strategic Brand Manage-ment Today’s brands are identities that
define entire companies – far more sophisti-
cated than the simple products or services
that stood in their place a century ago. They
counter the complexity of the digital revolu-
tion with their identity-forming qualities. In
the future, we will interact with brands in spe-
cific theme-based patterns using innovative
new interfaces. The challenge: brands have to
send signals differently to achieve a conver-
gence of virtual and real interaction. We sound
out the tasks of brand management in the age
of digital transformation.
#digitalfirst #dontmissout
BarCamp Oberland – Digital Transforma-tion & Design Computers are incredibly fast,
accurate and stupid. Human beings are incre-
dibly slow, inaccurate and brilliant. Together
they are powerful beyond imagination. – Leo
Cherne Design works without digital transfor-
mation – but does digital transformation work
without design? Let’s discuss at BarCamp!
Rather than following fixed agendas, Bar-
Camps go with the flow. Lectures, discussions
or workshops are proposed and offered by the
participants themselves. Find more informa-
tion at servuszukunft.de or mcbw.de.
Business Models for Teams A set of visual
tools to enable teams to better understand
each other, their work and group goals. The
co-creation approach to team modeling enga-
ges group members emotionally and boosts
commitment to behavioral change. Review
your knowledge of modeling, methods and
best practices. Explore enterprise, individual
and team business models with a focus on
teams and individuals. Identify problems,
challenges and opportunities.
ADC’s seminar on commercials How do I
come up with ideas for a commercial? The
seminar will start by showing you how to best
draw inspiration for good ideas from the
medium itself. In hour two, after a briefing you
will have time to find an idea for a film. In the
third hour, all teams will have a few minutes to
pitch their ideas in concise sentences. This
no-frills seminar will be as straightforward as
a commercial.
Location
KMS TEAM GmbH
Prannerstr. 2
80333 München
Promoter
KMS TEAM GmbH
www.kms-team.com
subject to a fee,
registration required
KMS TEAM is a leading inter-
national company for brand
strategy, brand design and
brand communication.
Location
RSC Factory
Marktplatz 20
83607 Holzkirchen
Promoter
Standortmarketing
Gesellschaft Landkreis
Miesbach mbH
www.smg-mb.de
free, registration required
Business development and
regional marketing for the
Miesbach district
Location
COKREA
Nordendstr. 64
80801 München
Promoter
COKREA – ein Projekt der
Off-Time GmbH
www.cokrea.com/en/home
subject to a fee,
registration required
COKREA is a place to rent
and to learn from others.
Ideal for Meetings, Work-
shops, Training, Speaker-
and Networking Events,
Exhibitions, Product & Press
Launches and Receptions.
Location
Arena Kino
Hans-Sachs-Str. 7
80469 München
Promoter
Art Directors Club für
Deutschland (ADC) e.V.
www.adc.de
free, registration required
ADC considers itself a bench-
mark for creative excellence
and honors outstanding
communication. It organizes
seminars and other events
and has authored numerous
publications.
Event-Code 1193
Communication design/branding8 MAR | 7 am – 10 pm
Event-Code 1198
Digital Innovation9 MAR | 9 am – 6 pm
Event-Code 1268
Design/innovation consultation9 MAR | 9 am – 4 pm
Event-Code 1153
Film/stage9 MAR | 1 pm – 4 pm
WORKSHOP, LAB AND EDUCATION
102
103
CREATIVE LEADERSHIP SALON N°3 – MCBW Special – Future of Work The Creative Lea-
dership Salon is Munich’s place to go for ambi-
tious change makers. We invite professionals
working at the intersection of leadership, cre-
ativity and business. Our mission is to help our
leadership culture to leap forward.
www.creativeleadershipsalon.com
HEARME – designing new service models for museums The world of museums has
changed dramatically in recent digital deca-
des. In this workshop, you experience a real
case implementation by understanding how
to 1. build deep connections between young
generations and museums/galleries, 2. deve-
lop the skills of museum educators for open
youth programs based on young people’s par-
ticipation, expectations, wishes and needs, 3.
incorporate proven advanced methods into
museum activities, and 4. design a new busi-
ness model to help museums become a desi-
rable source of inspiration, innovation and
collective intelligence.
UX LIGHTNING TALKS BY ICON INCAR Back
when we founded icon incar, automobile cock-
pit digitalization was ushering in a paradigm
shift. Ten years in, we have settled in at the eye
of the digital storm. E-mobility, car sharing,
driverless cars: every day our team at icon
incar works at the cutting edge of tomorrow’s
automotive UX design. But to do so, it is essen-
tial to promote a culture of sharing and exch-
anging. We want you to be part of it: join us for
a colorful display of brief Pecha Kucha presen-
tations, some totally-out-there use cases and
prototypes, and the requisite icon incar kit-
chen party.
Location
COKREA
Nordendstr. 64
80801 München
Promoter
COKREA – ein Projekt der
Off-Time GmbH
www.cokrea.com/en/home
subject to a fee,
registration required
COKREA is a place to rent
and to learn from others.
Ideal for Meetings, Work-
shops, Training, Speaker-
and Networking Events,
Exhibitions, Product & Press
Launches and Receptions.
Location
COKREA
Nordendstr. 64
80801 München
Promoter
COKREA – ein Projekt der
Off-Time GmbH
www.cokrea.com/en/home
subject to a fee,
registration required
COKREA is a place to rent
and to learn from others.
Ideal for Meetings, Work-
shops, Training, Speaker-
and Networking Events,
Exhibitions, Product & Press
Launches and Receptions.
Location
icon incar GmbH
Schleißheimer Str. 141
80797 München
Promoter
icon incar GmbH
www.iconincar.com
free, registration required
icon incar is a highly specia-
lized global design studio for
automotive user experience,
connectivity concepts,
mobility ecosystems, and
research and development.
Event-Code 1269
Design/innovation consultation9 MAR | 6.30 pm – 9.30 pm
Event-Code 1270
Art and design 10 MAR | 10 am – 5 pm
Event-Code 1191
Design/innovation consultation9 MAR | 7 pm – 11.59 pm
WORKSHOP, LAB AND EDUCATION
EDCH — The Idea Conference for Editorial Design Visual Storytelling Digital Content
MünchenAlte Kongresshalle8. bis 10. März 2018
VorträgeWorkshopsAusstellungenSessions
PerformancesDiskussionenPartyMusik
Die EDCH fi ndet im Rahmen der MCBW statt und wird gefördert von bayern design und dem Bayerischen Staatsministerium für Wirtschaft und Medien, Energie und Technologie.
Lernen von den besten Köpfen der Branche. Drei Tage fulminantes Festival für Editorial Designer, Art- Direktoren, Junioren und Studen-ten, für Journalisten, Verleger und Story teller, für Fotografen, Infografi ker, Illustratoren und alle anderen Fans herausragender Kreativität. Unter dem Motto »Behind and beyond Portfolios« geben internationale Kreativstars tiefe Einblicke in ihre Arbeiten: Magazin oder Zeitung, Blog oder Post, Magalog, eMag oder Newsletter, Independent oder Klassisch, Public oder Special, Corporate oder Nische. EDCH ist die »Ideas Con-ference« und bietet einen einzigartigen Rahmen für Netzwerk, Austausch und Inspiration!edch-conference.com
Ulrich Müller: Let’s start by talking about Digital Transformation, the guiding prin ciple of this year’s MCBW. At the Seoul Biennale of Architecture, Büro HENN pre
sented an interactive installation in which a computercontrolled industrial robot translated the sound of visitors’ voices into a sculpture, giving it a spatial form. What was the statement behind the installation?
Gunter Henn Our goal was to make the invis-ible visible and to allow visitors to experience the voices which are audible yet invisible. This con-cept is closely connected to architecture, which also makes the invisible – or that which cannot be perceived – visible. What is invisible are the differences that makes things emerge in the first place. Architects create spatial experiences of social, temporal or factual differences by using these differences and seeing architecture not only as an aesthetic sculpture, but by working with its performance.
UM What we saw was a robot that cut the wave form of each sound spectrum of each visitor’s voice from a block of foam material, handing the positive form to the visitor as a gift and adding the negative form, that is, the other half of the block to a growing wall sculpture made from many such negative forms.
Boris Kochan I found the idea very intriguing because these negative forms reminded me of sound-absorbing surfaces in practice rooms for bands and in studios. Ultimately, they represen ted a diversity of voices and, as a relief on the wall, absorbed what they initially had triggered.
GH That’s correct. The positive form repre-sents perception, the negative form reminds us that we need a medium to make this scribing pos-sible. However, we normally don’t see or hear the medium. We wanted to make it visible and, thus, form a contrast to what is perceptible. We make perception perceptible, if you will. This is one of the tasks of modern architecture: We do not sim-ply foster communication, we have too much of it as it is. Instead, we make communication visible so that people can refer to it, orient themselves in it. This helps us improve our communication.
So many things happen simultaneously and peo-ple cannot take them all in and process. We must reduce this complexity. However, our options to do so at the cognitive level are limited – but we have options at the perceptive and the observing levels. Architecture tells us, whatever happens and whatever you do, it happens here or there, under these or other portents. This can be the foundation for new orders that do not eliminate or destroy complexity but make it accessible.
BK Reducing complexity plays a key role for designers as well. In my opinion, contrary to common belief designers are very neat people because they have to create a new order for the extensive information they receive. On the oth-er side, another aspect of being creative is pushing boundaries – that is, orders – deliber-ately and using the creative chaos to have the neat order on one side and its counterpart on the other side. What is the role of chaos in ar-chitecture? As a designer, I am curious what the architect thinks …
DIALOG IN REAL TIME
ULRICH MÜLLER INTERVIEWED ARCHITECT PROF. DR.-ING. GUNTER HENN AND DESIGNER BORIS KOCHAN
Communication Landscapes – an inter-active installation at Seoul Biennale 2017
MCBWDESIGNDIALOGS
Project House – in the Research and Innovation Centre of the BMW Group
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GH Chaos is always there from the onset. Architecture deals with the interrelation of cha-os and order, of indeterminacy and determina-tion. In my opinion, chaos means experiencing complexity without being able to grasp it – at least as long as I cannot make out any patterns. Architects cannot simply ignore complexity, they have to be able to take it. For example, we are building a research center for 20,000 people. For it to work and for us to avoid ending up simply with 20,000 workstations, we have to deal with the complexity connected with it and have to try to transfer and transform it. This means I have to be an observer of the second order, so that I don’t see only the patterns but also why these patterns occur and how I can design and stabilize them.
BK If I compare what you said with the work of communication designers, an ancient rule comes to mind: You have to be a master at breaking rules to attain results that attract at-tention. Leaving conventions behind generates interest and facilitates new types of access. Innovation processes also are about this mo-mentum, the leaving of beaten tracks! We use creative techniques to find an new ways every day. What matters in the end is the simultane-ity of system and disorder, the systematic use of chaos, if you will. If the new building you men-tioned was a research center – and, thus, an innovation center – for BMW, how would you create room for disorder?
GH First and foremost, we expect architec-ture to ensure order, orientation and persistence. Visitors and users must feel safe in the building rather than one day getting the feeling that something has suddenly changed, for example, we came in through this door, but it won’t be there anymore when we want to leave. The basic elements have to be enduring, almost archaic. However, when we are talking about enabling processes, for example, in communication, we have to ask ourselves how we attain the break, the chaos? When we were building the project house for BMW, a building at the research center where series are concentrated, I asked the man-ager what problem he wanted us to solve. He said: “Real time.” What he meant was: How can I make the three right people come together to discuss a specific topic at the crucial moment. How can I set them in motion to avoid saying:
Mr. Kochan, we are innovating for an hour to-morrow at 11 and maybe Mr. Müller will happen to join us. That won’t work. So we constructed a square building with a large atrium at the center. This atrium has a four-story glass structure, which can be looked into and is accessible from all sides. This is where rapid prototyping takes place for all to see. Everything that is imagined and decided around this structure is built here in real time. This way, all the knowledge, everything created in the minds around it, is externalized and becomes visible. If all three of us – Mr. Müller, who is responsible for headlights, Mr. Kochan, who is in charge of designing the fender, and I, who has been tasked with controlling – see that they are building something we came up with, we will of course go there and maybe start talking, even if we don’t know each other. We create this unpredicted – or, if you will, chaotic – element, that is what real time is. The decisive factor is that we put it in perspective with the orderly world of the departments around us.
BK To improve internal communication at our agency, five years ago we experimented with space. In addition to building our central-ly located cafeteria, the function of which in part is similar to the glass structure at BMW and you can look inside from all sides, we wanted to experience the work of interdisciplinary teams in a 700 m2 loft. Without losing sight of the three major challenges of every open-plan office – air, light and noise – we wanted to make the entire room, from where you can look into the cafeteria, perceivable by everyone all the time and to create protected work spaces in which staff members enjoy the familiarity and intimacy they want. To achieve our goal, we procured sound-absorbing lightweight walls, approximately 1.5 m2 and only 1.20 meters tall, which can be configured as needed. This new level of flexibility called for a number of rules, for example, a clean-desk policy that stipulates that staff members must tidy their desks before the leave the office in the evening. However, very soon we realized we needed something I like to refer as chaos rooms, where things can be left on desks and drafts can be pinned to walls for a few days – rooms that allow you to return to and continue working in the same situation as the day before.
UM Talking about work – let’s discuss the future of work and, thus, responsibility. Since 2016, Boris Kochan has been the president of Deutscher Designtag, an association that deals intensely with the issue of the responsibility of design, especially in the context of the future of work. What are the roles of designers and architects in it?
BK Paul Watzlawick once said that people cannot not design. All the time and every where, we are confronted with the results of design, be it from amateurs or from trained designers or architects. In the past, these results used to be products – billboards, bus stops or teaspoons –; today, they are man-machine interfaces, or dis-plays, for example. I believe we all remember Ste-ve Jobs’ wonderful gesture when he used three fingers to enlarge a photo on the display of the first iPhone. It was this feature that had truly groundbreaking quality, not the smartphone itself. When it comes to the issue of responsi-bility with regard to the future of work, I believe
we need a new level of open-mindedness for all things procedural, society must be willing to ac-cept trial and error. Also, we need to involve us-ers in the development process, especially in the many complex tasks. Thanks to their ability to concretize what is not there yet, designers have the potential to foster innovation significantly – or, as Paola Antonelli, the curator for design at the Museum for Modern Art, once said: “Design-ers are the enzyme for innovations.”
GH I believe that dialog between design and architecture should be intensified. In an essay for the FAZ daily last year, Dirk Baecker wrote that the world wants to be designed. We have to stop being so presumptuous and claim that architects are the only ones who know how to make life good. Being driven by utopia only doesn’t work anymore because we need recip-rocal chan ges in behavior. We change the be-havior of those for whom architecture is made, and they, in turn, change architecture and design. This a highly complex process of inter-action.
KochanPartner Aquathek – open plan cafeteria with transparent glas
“Schillerplatten” – sound-absorbing lightweight walls which can be configured as needed
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BK It also plays an important role in brand-ing – requested or not, nothing remains uncom-mented in the many digital channels. This way, user experiences become a relevant element of brand experiences and brands cease to be mon-oliths; we need entirely new ways for controlling brands. The new complexity and agility also lead to an expansion of professionality, I see it in architects and designers alike – we increas-ingly are asked to assume the role of facilitator! Among this diversity of voices, how do we man-age to create traceable, tangible structures that lead to a result or an action?
GH I prefer the role of facilitator over that of Prometheus who changes the world for the better. Contributing your own professionalism does not only mean to facilitate, but also to lis-ten – what does he mean when he says he wants an office building, that he wants to show off as a member of the managing board? What is he saying? What does he mean? I am saying we have to look behind the things. Architecture is simple in the end. I need the land, I need to ex-cavate, to build the foundation, to install the waste water pipes. It is pretty archaic and not much different from the ways the Egyptians used to build. In architecture, we don’t have the ease that can be achieved in design, in particu-lar where the digital, the non-material areas are concerned.
BK In my opinion, the fact that trying for lon-gevity is in the nature of architecture is its advan-tage. A house for less than 30 years? Not possible from the investment point of view nor, of course, in terms of the expectations that have to be met. Design is much more fast-paced. Architects are the ones in charge of the long run.
GH The longevity aspect of architecture is not its materialness because it uses stone and concrete, or its dimensions because buildings tend to be very tall structures. Commodities also can survive for thousands of years. Archi-tecture is long-lived because of the differences it brings into the world. You see good examples in cities where the contrast between public life and private life is maintained and preserved across construction measures. It would be in-teresting to switch jobs for a year, you and I, and see how we change.
Prof. Dr.-Ing. Gunter HennArchitect
1947 born in Dresden – 1972 – 1974 studied architecture and civil engi-neering in Munich and Berlin – 1975 obtained his doctoral degree at TU München – 1979 founded HENN – offices in Munich, Berlin and Beijing – Buildings for research and academia, production and development, adminis-tration – corporate architecture – Professor at TU Dresden – Visiting professor at MIT in Cambridge –
Gunter Henn studied architecture and civil engineering at Technische Univer-sität in Berlin, at Eidgenössische Tech-nische Hochschule (WTH) in Zurich and at Technische Universität in Munich where he obtained his doctoral degree in 1975. In 1979, he founded HENN, which has developed from a Munich- based architectural firm into a global company employing close to 350 staff members and operating offices in Munich, Berlin and Beijing.
With its broad spectrum of projects for the research and the academic sec-tor, production and development, administration and corporate architec-ture, HENN has gained recognition around the world.
Prominent projects include BMW Group’s Forschungs- und Innovations-zentrum (FIZ) in Munich, the mechani-cal engineering buildings of Technische Universität in Munich and Technische Universität in Hannover, the research building of Max-Planck-Gesellschaft and Fraunhofer-Gesellschaft, Volkswa-gen’s Autostadt in Wolfsburg and Gläserne Manufaktur in Dresden, Inter-national Automotive Expo in Beijing,
Boris KochanDesigner
Boris Kochan designs and creates: com-panies, organizations, relationships and networks. In his capacities as entrepre-neur, publicist, designer, bookmaker and consultant. Following his training in the field of layout and typography, he gained first journalistic experience at the German daily Süddeutsche Zeitung and continued expanding his technical expertise in typesetting, offset and screen print shops. In 1981 he founded KOCHAN & PARTNER. Initially a studio for graphic design and copywriting, the company now counts more than 60 employees at its offices in Munich and Berlin, making it one of Germany’s 15 largest owner-operated branding agencies.
He holds lectures the world over and conducts workshops on branding, communication and design politics. He is Chairman of the International Non-Latin Typography project GRANSHAN. Following his seven years as the Presi-dent of Typographic Society Munich (tgm), he was elected the first President of the newly formed umbrella associa-tion of German Societies for Design, Deutscher Designtag (DT).
and the 428 meter tall Haikou Tower on the island of Hainan in southern China. HENN currently is planning an innova-tion center for Merck in Darmstadt and the Zalando headquarters in Berlin.
Henn chairs the department of industrial and commercial construction at Technische Universität in Dresden and is a researcher at Massachusetts Institute of Technology (MIT) in Cambridge.
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careers at designaffairs.com
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Website:www.mcbw.de/presse.html
Press contactMichaela Struck von WinsKOCHAN & PARTNERHirschgartenallee 2580639 MünchenTel. +49 89 17860-0Fax +49 89 17860-901E-mail: [email protected]
If you publish our image or text material, please provide us with a specimen copy by mail (printed copy), by e-mail (PDF attach-ment), or by providing a link to the website, blog etc.
For assistance planning your visit to MCBW or to learn about the locations throughout Munich where you can get a hard copy of the program or magazine, please contact us by e-mail at [email protected] or call our hotline at +49 89 38 66 76 60. The team is available Monday through Friday from 9:30 am to 6 pm and will be on hand every day during MCBW (March 3 to 11, 2018).
Tel. +49 89 38 66 76 60E-mail: [email protected]
PRESS INFORMATIONANDCONTACT
VIP and Press Lounge
BMW WeltBusiness Center Am Olympiapark 1 80809 MunichParking is available at Lerchenauer Str. Use public transport to reach the BMW Welt: U3 Olympiazentrum, North Entrance
Opening Hours 5 – 9 Mar 2018,10 am – 5 pm
Info Points and Contact
MCBW FORUM ISARFORUM am Deutschen Museum Museumsinsel/Ludwigsbrücke 80538 MunichOpening Hours 3 – 10 Mar, 11 am – 8 pm4 Mar, 1 pm – 8 pm11 Mar, 11 am – 6 pm
Die Neue Sammlung – The Design MuseumPinakothek der Moderne Barer Str. 40 80333 MunichOpening Hours Tue – Sun 10 am – 6 pm,Thu 10 am – 8 pmMon closed
Magazin5HöfeKardinal-Faulhaber-Str. 11 80331 MunichOpening HoursMon – Thu 10 am – 7 pm,Fri, Sat 10 am – 8 pm
BMW WeltAm Olympiapark 180809 MunichOpening HoursDaily 7.30 am – 12 pmSundays and bank holidays 9 am – 12 pm
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As part of its Creative Sparx series, IDEO is hosting an open discussion with a panel of data scientists and enthusiasts.
“Data and algorithms and machine learning—all of these things collectively together are a new medium for design. They can be crafted and shaped by people who think about what the world should be like, who have the imagination to do that, and have the technical skills to actually build the things. Data science is really a different way of shaping the world.”
— Tim Brown, CEO of IDEO
DESIGN
AUGMENTED INTELLIGENCE
MARCH 8TH 201818.30 – 22.00
IDEOKELLERSTRASSE 27MUNICH
This event is part of Munich Creative Business Week 2018. The discussion will be in English.
PLEASE REGISTER BY MARCH 2ND 2018 AT [email protected]. SPACE IS LIMITED.
All the details of all the events were not available at the time this brochure was printed. The Program Partners are respon-sible for the events and the text pertaining thereto. The updated program, which is subject to change, can be viewed at www.mcbw.de/en.
The MCBW is supported by the Bavarian State Ministry of Economic Affairs and Media, Energy and Technology and the Bavarian state capital city of Munich.
Concept, design and production: Kochan & Partner, Hirschgarten allee 25, 80639 Munich, Germany, www.kochan.de
The MCBW word and figurative mark were developed by Kochan & Partner.
The Slate Pro font used in the program booklet was provided by Monotype. www.monotype.com
Cover material: Luxo Art Samt 250 gCore material: Luxo Art Samt 115 gby Papyrus Deutschland, Gehrnstraße 7 – 11, 76275 Ettlingen, www.papyrus-deutschland.de
Print und binding:Estermann GmbH, Innovation Service Perfection, Weierfing 80, 4971 Aurolzmünster, Austria, www.estermann-druck.at
The organizers of the events are responsible exclusively for the images, text and contents of this brochure relating to their respective events. The images of the events have been provided by the responsible organizers; therefore, the organi-zers assume sole responsibility for all image and publication rights relating to their respective events.
Credits: Daniel George, DGNB; Hannes Magerstaedt; BMW; Microsoft; Mathias Leidgschwendner, Max Kratzer; STEELCASE; Jan Schünke, Sigrid Reinichs, Fabian Frinzel; Thomas Lippmann, ElektroCouture, Ana Catalá, Issaree Duangkhae, Bikini Berlin; Espire, Carlos Schreib
Copyright © bayern design GmbH, Luitpoldstr. 3, 90402 Nuremberg, Germany
LEGAL NOTICE
ORGANIZERMUNICH CREATIVEBUSINESS WEEK (MCBW)
bayern design GmbHLuitpoldstr. 390402 NurembergGermanyPhone +49 911 24022-30Fax +49 911 24022-33www.bayern-design.de/en
Coordination Office Munichbayern design GmbHSchleißheimer Str. 480333 MunichGermanyPhone +49 89 520356-61Fax +49 89 520335-96
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Besuchen Sie uns im MCBW Forum
CREAT E BUSIN ESS!
Initiated by bayern design, MCBW START UP
is the founders’ platform for companies and
designers. With diverse event formats, MCBW
START UP fosters purposeful exchange among
design-oriented start-ups, young and expe-
rienced designers, business experts and the
general public to facilitate successful profes-
sional careers.
CREATIVE DEMO NIGHT 6 Mar, 5 pm – 9 pm MuffathalleThis public product and concept show is the visitor magnet of MCBW START UP. It provides an inspiring overview of current topics and de-velopments in the design and creative sectors. From artisanal workshops and digital and tech-nological applications to ecologic and social challenges – on March 6, 2018, 40 outstanding start-ups will introduce themselves and their innovative products, concepts and services at Muffathalle in Munich. Open criticism, outsi-ders’ views and contact with the right experts will help put new approaches to the test. Dialog can drive and implement ideas in the long term.
Start-ups from these industries will introduce themselves:• Lifestyle & Fashion• Media Design & Digital Service• Medical & Healthcare• Mobility & Logistics• Social Design & Entrepreneurship• Technology & Material
BEST OF CREATIVE DEMO NIGHTCreative Demo Night 2018 will see the first-ever presentation of awards in the Product Design and Digital Design categories and a Special Prize for Concept to honor the best start-ups. The winners will introduce their start-ups on stage and receive customized coaching packa-ges to obtain the best possible assistance du-ring the founding process. The coaching ses-sions will be conducted by leading founders’ institutions and renowned agencies and com-panies that offer their expertise to the winners free of charge.
An independent jury of experts in the fields of design, industry and investment assessed the entries prior to MCBW and will make recom-mendations for coaching.
TOOLS FOR FOUNDERS 3 – 9 Maralternating locationsBesides Creative Demo Night, Tools for Foun-ders is the second mainstay of MCBW START UP. For the entire duration of MCBW, partner companies will offer workshops, coaching and/or lectures to help young entrepreneurs develop and establish their start-ups, from the initial vision of a new business idea to the re-sult-oriented implementation. Key topics will include team building, business planning, in-tellectual property and crowdfunding.
DESIGN FOR ZERO HUNGER PITCH NIGHT8 MarThe United Nations World Food Programme Innovation Center has invited start-ups to sub-mit their entries for a contest to participate in a boot camp during MCBW. Teams will receive professional coaching and will work on their projects, which then will be presented during Pitch Night.
“As a media start-up, keeping
in the loop with regard to the
latest trends and technologies
and meeting decision-makers
is important. Creative Demo
Night is the ideal platform.”
HIGGS Livestreaming technologies UG
“We particularly benefitted from Tools for
Founders, the workshops and coaching.
Both the individual sessions offered by
different and the workshop on agile methods
conducted by Brainbirds GmbH were great
and provided food for thought on specific
topics. We have been using these tools often
to think things through from the customer’s
perspective and continue optimizing our
shop.”
ANDREA FLOTZINGERfounder and managing director of lumbono GmbH
“We will participate in
MCBW START UP because
we want to meet designers
and creative minds for
our work towards a world
without hunger.” BERNHARD KOWATSCHUnited Nations World Food Programme Innovation Center, CEO
“Creative Demo Night helped boost
our start-up. The discussions, the
questions, the requests – you don’t
get feedback directly from your target
group very often. The relaxed atmo-
sphere and the interested audience
allowed us to establish useful contacts.”
ALEXANDRA BRÜCKNERfounder and owner of Matchworking
“Bringing innovative ideas and
experts together, MCBW START UP
is an exciting platform for start-ups.
In-depth dialog with others help
turn good ideas into trailblazing
innovations. I wouldn’t miss it!”
DOROTHEE ANDERMANNVisio2actio, Program Partner and sponsor
III
II
MCBW START UP
Design/innovation consultation
MCBW START UP – workshop: journey/stakeholder mapping for start-ups
Event-Code 1250
Page XI
7 MAR9.30 am – 12.30 am
Communication design/branding
MCBW START UP – pitch training: final rehearsal
Event-Code 1161
Page XVI
9 MAR9 am – 4 pm
Design/innovation consultation
MCBW START UP – workshop: the benefits of co-working and co-living
Event-Code 1373
Page VIII
5 MAR2 pm – 5 pm
Design/innovation consultation
MCBW START UP – workshop: business planning in a nutshell
Event-Code 1216
Page XV
8 MAR1.30 pm – 4.30 pm
Design/innovation consultation
MCBW START UP – workshop: team building
Event-Code 1279
Page VII
5 MAR9.30 am – 12.30 am
Film/stage
MCBW START UP – focus: crowd & finance
Event-Code 1159
Page XII
7 MAR5.30 pm – 8 pm
Universal design
MCBW START UP – Creative Demo Night
Event-Code 1160
Page X
6 MAR5 pm – 9 pm
Social Design
MCBW START UP – WFP Innovation Accelerator Pitch Night
Event-Code 1318
Page XVI
8 MAR7 pm – 10 pm
Design/innovation consultation
MCBW START UP – workshop: Strategic design and innovation
Event-Code 1407
Page VIII
5 MAR1.30 pm – 4.30 pm
Design/innovation consultation
MCBW START UP – workshop: start-up recruiting
Event-Code 1183
Page XIV
8 MAR9.30 am – 12.30 am
Design management
MCBW START UP – workshop: Design-management
Event-Code 1207
Page VI
5 MAR9.30 am – 12.30 am
Design/innovation consultation
IHK Start-up Couch: start-ups live and in the raw
Event-Code 1215
Page XII
7 MAR2.30 pm – 4.30 pm
Communication design/branding
MCBW START UP – workshop: PR & storytelling
Event-Code 1393
Page X
5 MAR2 pm – 5 pm
Design/innovation consultation
MCBW START UP – lecture: crash course in legal matters
Event-Code 1212
Page XV
8 MAR5.30 pm – 7 pm
Social Design
MCBW START UP – workshop: cultural entrepreneurship in global cities
Event-Code 1280
Page XVII
9 MAR10 am – 2 pm
Design/innovation consultation
MCBW START UP – coaching: scaling for success
Event-Code 1171
Page VII
5 MAR9.30 am – 4.30 pm
Design/innovation consultation
MCBW START UP – workshop: design- driven innovation
Event-Code 1158
Page XIV
8 MAR9.30 am – 1 pm
Design/innovation consultation
MCBW START UP – workshop: business modeling tools
Event-Code 1271
Page VI
3 MAR1 pm – 5 pm
Design/innovation consultation
MCBW START UP – Augsburg: Protect your Design!
Event-Code 1169
Page XI
7 MAR10 am – 12 am
V
IV
MCBW START UP – workshop: business modeling tools Increase the chances for suc-cess for your start-up with the business mode-ling method Alex Osterwalder created the Business Model Canvas, a strategic manage-ment and business tool that has been used by more than five million people. It makes it easier to develop, describe, revise, challenge and reinvent your business model in a clearly struc-tured, visual manner. Combine the Business Model Canvas with your own business model (Business Model You) and see how compatible you and your team are.
MCBW START UP – Workshop: Design Management (Not) everybody can (use) design?! The workshop has been designed based on a mix of inspiration and discussion to show users and suppliers how design – which is more than the exterior of a product – can be used to contribute to their companies’ success: – What design services support their business the most effectively? – How can they be implemented in their companies? – What is the most effective way for clients and desig-ners to collaborate? Join us and other partici-pants in finding the answers.
Location
COKREA
Nordendstr. 64
80801 München
Promoter
COKREA – ein Projekt der
Off-Time GmbH
www.cokrea.com/en/home
free, registration required
COKREA is a place to rent
and to learn from others.
Ideal for Meetings, Work-
shops, Training, Speaker-
and Networking Events,
Exhibitions, Product & Press
Launches and Receptions.
Location
XPRENEURS Incubator
Mies-van-der-Rohe-Str. 6
80807 München
Promoter
Allianz Deutscher Designer
(AGD)
agd.de
free, registration not required
Our trade association for
freelance designers is active
in society, politics and the
business sector. We provide
advice and support for
professionalization and
partnership endeavors.
Event-Code 1271
Design/innovation consultation3 MAR | 1 pm – 5 pm
Event-Code 1207
Design management5 MAR | 9.30 am – 12.30 am
START UP
MCBW START UP – workshop: team buil-ding Network dynamics for start-ups and innovation teams Start-ups and innovation teams are compelled to work with diverse partners ad hoc, under time pressure and without being able to prepare. In many cases, insecurity thwarts innovative cooperation. Research has shown that successful collabo-ration follows certain network dynamics. Learn about the Big Five, the five dynamic pat-terns of sustainable network creation, and apply them to your own business.
MCBW START UP – coaching: scaling for success To be successful in the market in the long term despite limited resources, start-ups have to work on their processes and the scal-ability thereof. They must ensure customer satisfaction, even when their customer base expands. Requirements regarding the quality of products increase with the level of use. How can the additional workload be tackled effi-ciently? Do you need to reallocate tasks and roles? Do you have to expand your team or your internal and external communication? Find answers to these and other questions in our coaching session.
Location
MATES Maxvorstadt
Georgenstr. 66
80799 München
Promoter
Strascheg Center for
Entrepreneurship
www.sce.de
free, registration required
The Strascheg Center for
Entrepreneurship (SCE) is
the business development
center of Hochschule
München. We offer support
for start-ups, education
and research in Munich
and beyond.
Location
MATES Maxvorstadt
Georgenstr. 66
80799 München
Promoter
Visio2Actio
www.visio2actio.com
free, registration required
Visio2Actio provides consul-
ting services for start-ups,
from the vision to result-
oriented implementation.
Dorothee Andermann has
more than 18 years of expe-
rience launching digital
products.
Event-Code 1279
Design/innovation consultation5 MAR | 9.30 am – 12.30 am
Event-Code 1171
Design/innovation consultation5 MAR | 9.30 am – 4.30 pm
VII
VI
MCBW START UP – Workshop: Strategic design and innovation From first idea to successful product – a hands-on demonstra-tion of strategic design. This interactive work-shop will be run by the design|brand|innova-tion consultancy The Deep Bench. Join us if you want to learn more about the strategic design process and how its methods and tools can help to focus your innovation and make it rele-vant – and desirable – for the user.
MCBW START UP – workshop: the benefits of co-working and co-living smartvillage will discuss its concept for co-working to show you how co-working can help start-ups and corporates find more efficient links between innovation and networks. – Brief presentation of smartvillage’s concept – Using co-working spaces for network communities – About digi-tal workers and the environments and com-munities that help them grow Workshop with a round-table discussion based on three examples from the field We look forward to seeing you at smartvillage!
Location
XPRENEURS Incubator
Mies-van-der-Rohe-Str. 6
80807 München
Promoter
THE DEEP BENCH GMBH
www.thedeepbench.com
free, registration required
We are a creative consul-
tancy, working at the inter-
section of design, brand
and innovation.
Location
smartvillage Coworking
München
Winzererstr. 47 D
80797 München
Promoter
smartvillage Coworking
München
www.smart-village.info
free, registration not required
smartvillage is the home of
start-ups, freelancers and
established companies that
live and love the new way
of working in innovative
environments. Work smarter,
not harder.
Event-Code 1407
Design/innovation consultation5 MAR | 1.30 pm – 4.30 pm
Event-Code 1373
Design/innovation consultation5 MAR | 2 pm – 5 pm
START UP
Allianz deutscher Designer (AGD) e. V. | www.agd.de | Wöhlertstraße 20 | 10115 Berlin | [email protected]
Montag 05.03.2018 | 09:30 – 12:30 | kostenfrei
MCBW START UP – Workshop: Designmanagement
IBM Watson Tower | Mies-van-der-Rohe-Straße 6 | 80807 München
MCBW START UP – workshop: journey/ stakeholder mapping for start-ups Custo-mer Journey Mapping is a powerful tool for designing customer-centered products and services at all stages of development and aligning them with the needs of (future) consu-mers. It helps identify moments of truth at an early stage, tap opportunities for proactive improvement, and circumvent potential pit-falls when planning a business and/or desig-ning offers. Participants will learn about the basics of customer journey mapping (perso-nas, stakeholder and journey maps) and to apply these tools in the respective context.
MCBW START UP – Augsburg: Protect your Design! German, European and international registration helps protect your design. In addi-tion to the visible exterior, however, design and design ideas often include other features that can be protected as intellectual property. We will discuss relevant practical examples to take a holistic view of other options to protect intellectual property which often are unknown or inaccessible to designers. Questions will be answered in the ensuing discussion.
Location
smartvillage Coworking
München
Winzererstr. 47 D
80797 München
Promoter
More than Metrics GmbH
www.morethanmetrics.com
free, registration required
More than Metrics of Inns-
bruck specializes in customer
experience solutions and
service design software.
Location
Technologiezentrum
Augsburg
Am Technologiezentrum 5
86159 Augsburg
Promoter
Patentanwaltskanzlei
Charrier Rapp & Liebau
www.charrier.de
free, registration required
Established more than
80 years ago in the heart
of Augsburg, our law firm
provides consulting services
in intellectual property
matters including patents,
utility models, designs and
brands.
Event-Code 1250
Design/innovation consultation7 MAR | 9.30 am – 12.30 am
Event-Code 1169
Design/innovation consultation7 MAR | 10 am – 12 am
START UP
startup communication
MCBW START UP – workshop: PR & story-telling Our workshop on PR & storytelling has been designed to show start-ups how to develop sophisticated PR strategies for their brands and use storytelling techniques to strengthen their brand image and stand out. Participants will be provided with individuali-zed itineraries for their start-ups that enable them to get started on a small budget.
MCBW START UP – Creative Demo Night Showcase your business! In the fourth edition of the product and concept show curated by bayern design, 40 design-oriented start-ups will offer visitors the opportunity to experience their innovations hands-on. Founders, experts and fans of design will have ample opportuni-ties to discuss their products, services and business models. The three best start-ups will be determined in advance by an independent jury of design, industrial and investment experts and will be presented live on stage. Admission starts at 5 pm (last-minute regis-tration at the entrance is possible)
Location
MATES
Georgenstr. 66
80799 München
Promoter
Startup Communication e.K.
www.startup-
communication.de
free, registration required
Startup Communication is
a PR agency for start-ups.
We are passionate about
telling intriguing stories both
on paper and at the digital
campfire.
Location
Muffathalle München
Zellstr. 4
81667 München
Promoter
bayern design GmbH
free, registration required
Sponsored by the Bavarian
State Ministry for Economic
Affairs, bayern design has
been tasked with turning
Bavaria into a world-
renowned site for innovation
and design.
startup communication
Event-Code 1393
Communication design/branding5 MAR | 2 pm – 5 pm
Event-Code 1160
Universal design6 MAR | 5 pm – 9 pm
XI
X
START UP
IHK Start-up Couch: start-ups live and in the raw Personal recommendations for esta-blishing a business, tips on key mistakes to avoid, information about the relevant players in the ecosystem and interesting stories about starting a company We will interview repre-sentatives of selected start-ups about their journeys from aspiration to reality and about what it means to establish a company success-fully. After the interviews, the IHK Startup Unit, your point of contact at IHK, will answer your questions about starting your own business. www.ihk-muenchen.de/startup
MCBW START UP – focus: crowd & finance What types of funding exist and what crowd options are there? Focusing on crowd funding and financing, the documentary created by Timon Birkhofer and Jørg M. Kundinger titled CAPITAL C (in German/2015/89 minutes) has been shown at several international film fes-tivals. We look forward to a lively panel discus-sion with our experts after the film: Markus Sauerhammer (Startnext Crowdfunding) Dr. Cornelia Kolb (BayStartUP, Financing Net-work) Nikola Nikolic (Stadtsparkasse Mün-chen, Start-up Center) © photo: Jørg M. Kundinger
Location
smartvillage Coworking
München
Winzererstr. 47 D
80797 München
Promoter
IHK für München und
Oberbayern
www.ihk-muenchen.de
free, registration required
With approximately 380,000
member companies, IHK
München is the largest
chamber of industry and
commerce in Germany.
Its main goal is to create the
best conditions for sustain-
able business success.
Location
WERK1
Grafinger Str. 6
81671 München
Promoter
bayern design GmbH
free, registration required
Sponsored by the Bavarian
State Ministry for Economic
Affairs, bayern design has
been tasked with turning
Bavaria into a world-
renowned site for innovation
and design.
Event-Code 1215
Design/innovation consultation7 MAR | 2.30 pm – 4.30 pm
Event-Code 1159
Film/stage7 MAR | 5.30 pm – 8 pm
impulse-zahlt-sich-aus.de
Ich habe
mehr umgesetzt.92 465 €
Stefan Baasner las in impulse über das Schlüssel-Schloss-Prinzip, mit dem sich Kunden an einen Messestand locken lassen. Sein Team setzte die Idee um – mit Erfolg. Das Berliner Start-up m2g-Consult mit Spezialisierung auf intelligentes Messwesen sicherte sich wertvolle neue Aufträge.
START UP
MCBW START UP – workshop: business planning in a nutshell Do you have a promi-sing business idea? BayStartUP supports foun-ders and young companies with optimizing their strategies, establishing their businesses and finding start-up and growth capital. Join our business planning sessions to develop a sound business strategy for the next three to five years. Use your business plan to navigate through the establishment of your company and prepare your business expansion in detail and as your calling card for potential partners and investors.
MCBW START UP – lecture: crash course in legal matters Design firms are compelled to contributed to social insurance for artists to avoid fees and other types of penalties. What are these payments for? Which payments to shareholders or managers are dutiable? What leeway is there? How do image copyrights work? How far can re-design go? When will a warning be issued? How do you protect your design effectively and affordably? Our crash course in legal matters that addresses start-ups will deal with these and other (your!) ques-tions. Know the risks and avoid costs!
Location
MATES Lehel
Thierschstr. 20
80538 München
Promoter
BayStartUP GmbH
www.baystartup.de
free, registration required
BayStartUP prepares start-
ups for meetings with inves-
tors and incorporates them
into a network of several
hundred investors and busi-
ness angels.
Location
Lausen Rechtsanwälte
Residenzstr. 25
80333 München
Promoter
Lausen Rechtsanwälte
www.lausen.com
free, registration required
Lausen Rechtsanwälte
give legal advice to compa-
nies in the creative sector
with a focus on copyright
law, design law and social
security law.
Event-Code 1216
Design/innovation consultation8 MAR | 1.30 pm – 4.30 pm
Event-Code 1212
Design/innovation consultation8 MAR | 5.30 pm – 7 pm
XV
XIV
MCBW START-UP – workshop: design- driven innovation Our workshop will be about methods, such as design thinking or lean start-up, that are based on designers’ mindsets and can help start-ups develop inno-vative solutions. The goals of these methods are to identify suitable target groups and their needs and develop a plan for scaling your ideas. Let us show you how you can develop user-centered products and services success-fully and validate your business ideas quickly and effectively based on customers’ feedback.
MCBW START UP – workshop: start-up recruiting The workshop will be about the personality of founders and the importance of strengthening specific features and characte-ristics to drive your business. To establish your company successfully, you need an efficient team. We will discuss ways to allocate tasks and roles and why some constellations work better than others. Also, we will explain how teams can enhance their appeal and what investors or customers expect.
Location
creaffective GmbH
Rosenheimer Str. 189
81671 München
Promoter
creaffective GmbH
www.creaffective.de
free, registration required
Our consultancy supports
organizations with develo-
ping their innovation culture
and creative processes in
a way that allows them to
create innovative solutions
and adapt to changing
circumstances.
Location
MATES/Lehel
Thierschstr. 20
80538 München
Promoter
UnternehmerTUM GmbH
www.unternehmertum.de
free, registration required
Center for Innovation
and Business Creation at
TU München
Event-Code 1158
Design/innovation consultation8 MAR | 9.30 am – 1 pm
Event-Code 1183
Design/innovation consultation8 MAR | 9.30 am – 12.30 am
MCBW START UP – workshop: cultural entrepreneurship in global cities Greece, Indonesia, South Africa: In cooperation with Strascheg Center for Entrepreneurship, Goethe-Institut has established creative busi-ness centers in Thessaloniki, Jakarta and Johannesburg. These hubs for cultural entre-preneurship provide professionals in the cul-tural sector with entrepreneurial know-how and establish contacts with their peers in the creative scene in Germany. In the workshop, we will present our results and discuss how representatives of the German cultural and creative industries can network with the inter-national hubs to leverage global synergies.
Location
Strascheg Center for
Entrepreneurship
SCE R1.113
Heßstr. 89
80797 München
Promoter
Strascheg Center for
Entrepreneurship
www.sce.de
free, registration required
The Strascheg Center for
Entrepreneurship (SCE) is
the business development
center of Hochschule
München. We offer support
for start-ups, education
and research in Munich
and beyond.
Event-Code 1280
Social design9 MAR | 10 am – 2 pm
MCBW START UP – WFP Innovation Acce-lerator Pitch Night As part of the “Designing Innovation for Zero Hunger” challenge, the World Food Programme Innovation Accelera-tor will invite several international teams to a boot camp week in Munich to drive innovative projects that can help us to end hunger by 2030. At the WFP Innovation Accelerator Pitch Night, the boot camp teams will have the opportunity to pitch their ideas and projects to potential investors, partners and experts. Meet the teams and our Accelerator commu-nity at the reception after the main event! Venue: tba www.mcbw.de
MCBW START UP – pitch training: final rehearsal Build your own brand! Venture capital yes or no? Delivering a convincing pitch is essential for start-ups. Optimize your per-formance in the final rehearsal: Pitch your topic for 10 minutes and get valuable feed-back. Regina Mehler is an expert at marketing and at building personal brands and an expe-rienced keynote speaker. Do you know the dos and don’ts on stage?
Location
United Nations World Food
Programme Innovation
Accelerator
check www.mcbw.de
Promoter
United Nations World Food
Programme Innovation
Accelerator
de.wfp.org
free, registration required
The WFP Innovation Acce-
lerator fosters the develop-
ment and implementation of
new approaches and ideas
for eliminating hunger in the
world.
Location
XPRENEURS Incubator
Mies-van-der-Rohe-Str. 6
80807 München
Promoter
1ST ROW/WOMEN
SPEAKER FOUNDATION
www.1st-row.de
free, registration required
1ST ROW is an expert in
personal brand building as
a marketing tool and new
leadership. The WOMEN
SPEAKER FOUNDATION
has stage competency and
innovate workshop formats.
Event-Code 1318
Social design8 MAR | 7 pm – 10 pm
Event-Code 1161
Communication design/branding9 MAR | 9 am – 4 pm
START UP
XVII
XVI
_., �ermob
BÜRO CONTRACT UNIT DEUTSCHLAND Konrad Adenauer Ufer 71 - 50668 Köln
Tel: [0049] 221 - 2983 - 8799 [email protected]
fermob.com
Simply scan the QR Code or enter the internet address www.mcbw-designtalk.de and take part in the draw to win 5 x 10 tickets for the panel discussion followed by a lunch at one of five roundtables.
MCBW- Matinee* on Sunday, March 4, 2018
Boris Kochan and Ulrich Müller debate withProf Fritz Frenkler, Prof Dr Melanie Kurz, Julia Peglow- Peters,Amandus Sattler,Ruedi Baur and hopefully with you!
One of 96 MCBW Events for Professionals