The design SPEED mentoring program organised for the fourth time helped the development of six design brands

The design SPEED mentoring program organised by the Hungarian Fashion & Design Agency (HFDA) and the Italian Istituto Europeo di Design (IED) has ended. The two organisations assist mentees in successful brand positioning as well as international market penetration. During the eight-month training held both in Hungarian and English, six design enterprises could expand their knowledge, and the designers took part in a three-day study tour in Milan where they also gave a presentation to IED professionals to conclude the program.

The Hungarian Fashion & Design Agency and the Italian Istituto Europeo di Design realised their joint project, the design SPEED mentoring program for the fourth time. Owing to the training, the designers could gain knowledge that helps them identify their brands’ critical points and position themselves both in the Hungarian and international markets. In the end, from this year’s candidates, six stable, marketable design brands  – Blum & Wolf, Concrazy, Forms Design, Madzag Dog, SAINTSAN and sarakele – got the opportunity to further develop their knowledge.

“It is of key importance for a brand to learn about brand building and position the brand as early on as possible to gain a competitive edge in the future. In the training, designers could gain useful, 21st-century knowledge and experiences that help them reach their goals, and they will successfully utilise the information obtained at the design SPEED program in further developing their brands and rendering them more sustainable” – said Anita Forintos-Szűcs, Deputy CEO of the Hungarian Fashion & Design Agency.

Thanks to the eight-month mentoring program, the designers could broaden their knowledge by learning from Hungarian and international speakers; they could participate in a workshop series divided into two blocks and five modules. The first four modules were held by the internationally acclaimed business strategy and marketing consultant, Jacopo Bargellini. In his presentations and one-to-one meetings, the designers could learn niche knowledge about design marketing, brand management, product positioning, research development, and communication. In the fifth module, Alberto Bottalico, strategic CEO of Burson Cohn & Wolfe introduced participants to the world of PR and sales incentivising commercial practices. The two experts helped the development of the brands with personal feedback, evaluating their activity during the program, their international chances, and online communications one by one.

Reaching the end of the design SPEED mentoring program, the mentees took part in a three-day study trip to Milan between the 1^st and the 3^rd of December. During the professional program in Milan, the designers could give their 30-minute long presentations in English, focusing on the basic pillars of marketing and branding in person in the IED’s centre. Alongside the presentations, the designers also visited design showrooms (Boffi, Baxter, Rossana Orlandi), where they viewed interior design objects and could also ask the staff of the showrooms questions about the brands they represent.

The design SPEED mentoring program featured high-level brands again. Blum & Wolf is the joint enterprise of Virág Albert architect and Farkas Pongrácz product designer. The duo believes in simple folds when creating luminaires.

Concrazy aims to create concrete furniture and interior design elements through unconventional, creative design, that offers a long-lasting visual and functional experience to the users. Forms Design studio puts environmental consciousness in the focus while working on creating quality furniture and spaces. Máté Horváth’s decisions in design are characterised by a balance of tradition and innovation, he thinks about contemporary design in a complex, holistic way. Madzag Dog aims to create a collection of dog collars that links traditional craftsmanship to contemporary visual culture and functionality. The work of SAINTSAN, specialised in luminaires, is characterised by repeating structures and variability. The Red Dot Design Award-winner sarakele creates timeless minimalist objects and interiors, keeping sustainability in mind.

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About the Hungarian Fashion & Design Agency

The Hungarian Fashion & Design Agency was founded in 2018 to support every actor in the fashion and design industry in an efficient and structured way, following predetermined strategic pillars: professional coordination, enhancing Hungarian products’ availability and trade opportunities, educational development and manufacturing development. To realise its goals, the HFDA organises domestic events each year such as the region’s major fashion event, the Budapest Central European Fashion Week, or the 360 Design Budapest exhibition, which has received international awards. Besides, they provide Hungarian creators opportunities for participation and debuting at international professional events such as the Milano Fashion Week. Strategic cooperation with professional organisations, increasing export, and supporting Hungarian brands’ professional development with mentoring programs are among their accentuated goals.