Visibly excited because of the previous conference day full of new ideas and momentous presentations, and still under impressions of energetic evenings in the capital’s restaurants and bars, BDW’s guests spent the second day of the conference mainly at the National Library. Even those speakers who have completed their sessions day before, wished to attend lectures delivered by their colleagues, joining the sold-out crowd. Between lectures they rested on Jörg Boner’s brand-new Bahir sofa and Zanotta’s legendary Sacco bean-bags from the sixties, distributed throughout the library area. The visitors spent the breaks at the Atrium Cafe, where they enjoyed sitting on pieces of furniture designed by Serbian designers presented at the SIEPA exhibition. While waiting for the lectures, they were able to tweet via tweet wall, kindly borrowed to us by our media partner Real Time Group.

On the second day of the BDW conference, named FIRE DAY in honor of the predominantly hot tempered line up such as Greece, Italy, Croatia, Australia and Brazil, visitors saw new perspectives of the Freedom2 topic. BDW’s general patron, Samsung, also the partner of the second conference day, introduced its latest phone Galaxy S III, with their marketing director Saša Marjanović’s short expose about the phone’s design and the amazing new features. The acclaimed authors in the fields of design, architecture, advertising and other creative industries presented themselves during the eight hours of lectures divided into three sections. BDW’s guest of honor was the legendary Brazilian architect Isay Weinfeld, to whose honor a gala reception was held later in one of the most beautiful hotels in Belgrade – Square Nine, which he designed the interior of. The conference was officially opened by another important friend of BDW’s, Her Excellency the Ambassador of Australia to Serbia, Mrs. Helena Studdert, who again, as numerous times in the past at press conferences and public appearances in Serbia, outlined the importance of creative industries for a country’s successful development based on specific examples from Australia, and wished Serbia well in nurturing and developing its unique Belgrade Design Week.




I stopped working for others because then I have the responsibility and I feel like an advertising agency. When I work for Yello, I can make a fool out of myself. Whatever I do I go through the process of becoming a child, an idiot, totally unimportant. When I have the responsibility to start with it is disturbing." "I think every human is a God. All our life is about becoming like a child, trying to find out who is really hidden inside yourself, who you really are, who is the divine being inside. Great alpinist climb mountains not to become world famous, but to learn something about themselves, to come closer to that inner-child. If you are exposing yourself to the process of climbing the mountain, it is very important you are prepared to make a fool of yourself, to let yourself fall into the emptiness of vague idea, and to have the courage to be a total idiot. Only then you have a chance to die with the smile on your face.