BRAND NEW WORLD CONFERENCE / DESIGN DAY / KEYNOTE : CH AMBASSADOR

The second day of the conference was opened by Tom Strala, whose pieces are radiant with passion and imagination, a Swiss architect who designs chairs, tables and lamps instead of buildings. Timeless designs produced by his studio are a result of his need to create awareness, essential craftsmanship and enthusiasm for research. His pieces are works of art which inspire the viewer to think about life.

The next presentation was by the Swedish architect and designer Jonas Wagell, known by the projects of 15 sqm prefabricated houses, such as the’ Mini House” and “Arjan Sauna “. He explained the term “generous minimalism” and whether the “Mini House” project will affect the way we live. Special attention was devoted to the field of communication. Jeremy Ettinghausen, a representative of the world’s most awarded British independent advertising agency BBH, famous for its commercials for Levi’s, Audi, Johnnie Walker and PlayStation, explained what it takes to win a Cannes lion.

Belgrade Design week unlike so may other city design events has a wonderfully essential vibe about it. Nothing pretentious in the air but big bags of energy and enthusiasm. It feels like the Serbs haven't already decided what design is and so are open and ready to riff off the ideas that come in to sharp focus over these precious days. The city itself has a gritty charm about it which complements the event perfectly.

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