city 4.0: kreapolis...creative professionals design a new agenda for the city of the future create...

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)s8 / 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


Adventure Safari Party

Event-Code 1312

Page 27

8 MAR6 pm – 12 pm


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


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


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


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

With the power of a globally acting law fi rm grown for over 135 years,with the expertise of 30 mostly Chem/Tech PhD holding patent attorneys,

with the dynamics of a company having its fi nger on the pulse of time,with the reliability of people who have a passion for patent cases,

we take care of your IP.

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


da.open house: The Future of Design(er)s

Event-Code 1230

Page 38

7 MAR7 pm – 10.30 pm


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


GmbH

www.uid.com


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


designaffairs GmbH is a

strategic design consultancy

supporting international

clients with holistic product,

interface and service

solutions.

Event-Code 1324


Event-Code 1230

Design/innovation consultation7 MAR | 7 pm – 10.30 pm


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


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


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


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

Unterwegs in der RegionMobilität ist das bestimmende Lebensgefühl unserer Zeit.Auf den Straßen, in den Städten finden sich aktive Menschen,aufgeschlossen für neue Trends.

Die Ströer Gruppe ist ein führendes Medienhaus und bietet ein breites Portfolio an Kommunikationslösungen, die Marken und Produkte mit Zielgruppen verbinden. Online und offline.

So erreicht Ströer Menschen überall dort, wo sie leben und sich bewegen.

Foto im Mega-Light: © haveseen - Fotolia.com

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


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


EDCH – Editorial Design Conference and Festival

Event-Code 1239

Page 54

8 – 10 MAR10 am – 9 pm


TOCA ME 18

Event-Code 1206

Page 52

3 – 4 MAR1.30 pm – 1 am


ARCHITECTURE MATTERS

Event-Code 1253

Page 56

8 – 9 MAR6 pm – 8 pm


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,


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/


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


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,


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


CONFERENCE

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53

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,


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,


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


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,


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,


Business development and

regional marketing for the

Miesbach district

Location

BurdaBootcamp

Arabellastraße 23 – 2floor

81925 München

Promoter

Good.X Institut

www.moneyofgood.org


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


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


Future-Proofing the Future of Façades

Event-Code 1411

Page 69

9 MAR9 am – 10.30 am


Transformation in Architecture and Education

Event-Code 1282

Page 64

7 MAR6 pm – 10 pm


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


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


Culture Incorporated

Event-Code 1241

Page 67

8 MAR6.30 pm – 10 pm


Creative Breakfast – Fast forward: new paths in architecture/studies

Event-Code 1413

Page 62

6 MAR9 am – 10.30 am


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

60

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


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


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


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


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


GmbH

Claudius-Keller-Str. 3 c

81669 München

Promoter


GmbH

www.uid.com


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



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


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


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


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


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


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


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

[email protected].

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


IDEO is a global design

and innovation company.

We create positive impact

through design.

Location

The Lovelace


80333 München

Promoter

ZIBERT + FRIENDS GmbH

www.zibert.com


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


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


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


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,


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


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


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


ADC’s seminar on social media

Event-Code 1154

Page 77

6 MAR2 pm – 6 pm


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


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


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


Transformation!

Event-Code 1294

Page 77

6 MAR6.30 pm – 10 pm


px Zündfunken

Event-Code 1210

Page 80

8 MAR6 pm – 10 pm

74

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


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


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


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


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


Event-Code 1257

Product/industrial design5 MAR | 7 pm – 10 pm

Event-Code 1294


SPEECH

76

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

[email protected].

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


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,


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


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



www.adc.de








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


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


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


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


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


Ads in Motion – the challenge of digital outof- home advertising

Event-Code 1404

Page 94

7 MAR4 pm – 6 pm


Design-Driven Innovation

Event-Code 1149

Page 98

8 MAR2 pm – 5.30 pm


Circular Product Design

Event-Code 1366

Page 91

6 MAR9.30 am – 1 pm


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


ADC’s seminar on language design

Event-Code 1152

Page 92

7 MAR1 pm – 4 pm


CREATIVITY, FUTURE- PROOF! Data protec-tion/data security in agencies

Event-Code 1202

Page 98

8 MAR10 am – 2 pm


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


#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


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


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


Business Models for Teams

Event-Code 1268

Page 102

9 MAR9 am – 4 pm


PERSONAL BRANDING CANVAS

Event-Code 1267

Page 101

8 MAR6.30 pm – 9.30 pm


CREATIVE LEADERSHIP SALON N°3 – MCBW Special – Future of Work

Event-Code 1269

Page 104

9 MAR6.30 pm – 9.30 pm


A new Agenda for Strategic Brand Management

Event-Code 1193

Page 102

8 MAR7 am – 10 pm


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


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


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


KMS TEAM is a leading inter-

national company for brand

strategy, brand design and

brand communication.

Location




Dachauer Str. 114

80636 München

Promoter




www.kreativ-muenchen.de


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]


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


COBE specializes in the

brand-based design and

development of digital

products.

Location

Ströer Deutsche Städte

Medien GmbH

Balanstr. 73

81541 München

Promoter


Medien GmbH


Location

COKREA

Nordendstr. 64

80801 München

Promoter

Nottingham Trent

University/CIE-MAP

www.ntu.ac.uk


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


Event-Code 1403

Communication design/branding6 MAR | 9 am – 11 am

Event-Code 1366

Product/industrial design6 MAR | 9.30 am – 1 pm


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

risch

es S

taat

smin

iste

rium

für

Wirt

scha

ft un

d M

edie

n, E

nerg

ie u

nd T

echn

olog

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


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



www.adc.de








publications.

Event-Code 1219

Interior design6 MAR | 6 pm – 10 pm

Event-Code 1152



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


Medien GmbH

Balanstr. 73

81541 München

Promoter


Medien GmbH


Location

Messer Rechtsanwälte

Sendlinger Str. 20

80331 München

Promoter

Messer Rechtsanwälte

www.messerlaw.de


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


München

www.smart-village.info


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


Breitenstein manages

change – for Altheimer Eck 7,

our hotel in the Chiemgau

Alps and, most importantly,

our clients around the world.

Event-Code 1404


Event-Code 1274

Design management7 MAR | 6 pm – 8.30 pm

Event-Code 1374


Event-Code 1203

Social design7 MAR | 6 pm – 9.30 pm


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


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,


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


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



www.adc.de








publications.

Event-Code 1255


Event-Code 1266


Event-Code 1175

Service design8 MAR | 8.30 pm – 10.30 pm

Event-Code 1156

Communication design/branding8 MAR | 10 am – 12 am


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


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,


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


Event-Code 1149



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


80333 München

Promoter

ZIBERT + FRIENDS GmbH

www.zibert.com


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


Off-Time GmbH










Location

Weickmann & Weickmann

Patent- und Rechtsanwälte

PartmbB

Richard-Strauss-Str. 80

81679 München

Promoter


Patent- und Rechtsanwälte

PartmbB

www.weickmann.de



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


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


Event-Code 1174

Service design8 MAR | 6.30 pm – 10 pm


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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,


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


Business development and

regional marketing for the

Miesbach district

Location

COKREA

Nordendstr. 64

80801 München

Promoter


Off-Time GmbH


subject to a fee,









Location

Arena Kino

Hans-Sachs-Str. 7

80469 München

Promoter



www.adc.de








publications.

Event-Code 1193


Event-Code 1198


Event-Code 1268


Event-Code 1153

Film/stage9 MAR | 1 pm – 4 pm


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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


Off-Time GmbH


subject to a fee,









Location

COKREA

Nordendstr. 64

80801 München

Promoter


Off-Time GmbH


subject to a fee,









Location

icon incar GmbH

Schleißheimer Str. 141

80797 München

Promoter

icon incar GmbH

www.iconincar.com


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



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

Stay tuned for 2018↗ Sport ↗ Failure↗ Mexico ↗ Weather ↗ Embodiment↗ Borders

form.deDesign MagazineEstablished 1957

, die IKONE unter den ARCHITEKTURZEITSCHRIFTEN

jetzt NEU, jetzt auf DEUTSCH

www.domus-abo.deJetzt im Abo bestellen:

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Das Architekturmagazin!

JAHRES-ABOFÜR NUR € 50www.domus-abo.de

DIE ERSTEN ZWEI

AUSGABEN KOSTENLOS TESTEN UNTER

Themen im Januar / Februar

Frauen

Ecker Architekten Pfl egeheim Sonnengarten und Hangar XS in Buchen O‘Donnell + Tuomey Central European University in Budapest

burkhalter sumi architekten Apartmenthaus Wannenholz in Affoltern behet bondzio lin architekten Verwaltungsgebäude in Münster

iphiGenia Gender Design Award Geschlechter-sensibles Design Charles & Ray Eames Einblicke in den Schaffensprozess Die Möbel

The MCBW VIP and Press Lounge is located in the BMW Welt and is easily accessible by public transport and by car. The centre itself offers workplaces with free WLAN Internet access. The Press Centre is suitable for meetings and conducting interviews.

Stay up to dateNews:www.bayern-design.de/en/news

Facebook:www.facebook.com/MunichCreativeBusinessWeek

Instagram:www.instagram.com/munich_creative_business_week

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

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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

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Surface Studio Ideen grenzenlos gestalten

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


MCBW START UP – workshop: journey/stakeholder mapping for start-ups

Event-Code 1250

Page XI

7 MAR9.30 am – 12.30 am


MCBW START UP – pitch training: final rehearsal

Event-Code 1161

Page XVI

9 MAR9 am – 4 pm


MCBW START UP – workshop: the benefits of co-working and co-living

Event-Code 1373

Page VIII

5 MAR2 pm – 5 pm


MCBW START UP – workshop: business planning in a nutshell

Event-Code 1216

Page XV

8 MAR1.30 pm – 4.30 pm


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


MCBW START UP – workshop: Strategic design and innovation

Event-Code 1407

Page VIII

5 MAR1.30 pm – 4.30 pm


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


IHK Start-up Couch: start-ups live and in the raw

Event-Code 1215

Page XII

7 MAR2.30 pm – 4.30 pm


MCBW START UP – workshop: PR & storytelling

Event-Code 1393

Page X

5 MAR2 pm – 5 pm


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


MCBW START UP – coaching: scaling for success

Event-Code 1171

Page VII

5 MAR9.30 am – 4.30 pm


MCBW START UP – workshop: design- driven innovation

Event-Code 1158

Page XIV

8 MAR9.30 am – 1 pm


MCBW START UP – workshop: business modeling tools

Event-Code 1271

Page VI

3 MAR1 pm – 5 pm


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


Off-Time GmbH










Location

XPRENEURS Incubator

Mies-van-der-Rohe-Str. 6

80807 München

Promoter

Allianz Deutscher Designer

(AGD)

agd.de


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


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


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


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


80807 München

Promoter

THE DEEP BENCH GMBH

www.thedeepbench.com


We are a creative consul-

tancy, working at the inter-

section of design, brand

and innovation.

Location


München

Winzererstr. 47 D

80797 München

Promoter


München

www.smart-village.info


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


Event-Code 1373


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


München

Winzererstr. 47 D

80797 München

Promoter

More than Metrics GmbH

www.morethanmetrics.com


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


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


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


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


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


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


München

Winzererstr. 47 D

80797 München

Promoter

IHK für München und

Oberbayern

www.ihk-muenchen.de


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


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


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


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


www.lausen.com



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


Event-Code 1212


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


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


Center for Innovation

and Business Creation at

TU München

Event-Code 1158

Design/innovation consultation8 MAR | 9.30 am – 1 pm

Event-Code 1183


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


Entrepreneurship

SCE R1.113

Heßstr. 89

80797 München

Promoter


Entrepreneurship

www.sce.de


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


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


80807 München

Promoter

1ST ROW/WOMEN

SPEAKER FOUNDATION

www.1st-row.de


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


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

city 4.0: kreapolis...creative professionals design a new agenda for the city of the future create...

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