UNFOLDED FESTIVAL 2026 | GMUND

A day full of inspiration, combining exhibition and conference.

The conference in particular demonstrated just how closely design, attitude and relationships are intertwined today. Right from the start, the tension inherent in paradox was evident: in a world full of contradictions, the aim is not to force clarity, but to embrace ambivalence and use it to create relevance. A theme that ran through many of the talks: people are not resources. They need not only processes and efficiency, but also poetry, meaning and genuine resonance.

Time and again, the focus was on the role of design – not as a decorative surface, but as a strategic tool. Design creates differentiation, identity and meaning. It translates values into form, material and experience. Whether in the textile sector, in packaging, in retail concepts or even in an urn made from Gmund paper: design becomes powerful when it is not merely functional, but touches people emotionally and creates cultural relevance.

Another recurring theme was the power of the analogue. The more digital our world becomes, the more important physical spaces, materials and sensory experiences become. Analogue venues such as BMW Welt and Gut Schwärzenbach were cited as examples of spaces that not only showcase brands but also facilitate interaction. This remains relevant in retail too: physical points of sale and branches are not obsolete, but central locations for brand experience, relationship-building and trust. It is no longer just about selling a product, but about creating moments.

“It’s paying for a moment, not just for a product.”

There was also a particularly strong focus on authenticity. Perfection loses its relevance if it doesn’t tell a story. It is precisely the imperfect – visible pigments, imperfections, materiality – that creates credibility, character and a sense of closeness. Authenticity arises where not everything is smooth, but where origin, craftsmanship and attitude remain palpable.

Leadership, too, has been reimagined: excellence without love remains merely functional. It is only through empathy, attentiveness and genuine care that leadership becomes empowerment. Love fosters relationships – and turns a customer number into a human being. Remaining true to oneself was one of the day’s most powerful messages: for brands, for companies and for leaders alike.

My personal takeaway: in a world of comparability, relevance is not created by volume or perfection, but by attitude, creativity and genuine connection. Creativity does not wear thin – it grows the more we use it. Humans must create. And perhaps that is precisely the most important insight of the day: curiosity comes before desirability.