Daniela Frietinger
Engel & Zimmermann GmbH
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+++ MCBW will take place from March 5 to 13, 2022

+++ The annual theme is a fusion of desire and design

+++ Anette Lenz created the key visual

+++ Program partners can register now

Munich, Germany,September 16, 2021 | Plans for next year’s Munich Creative Business Week (MCBW) are well underway and the presentation of Anette Lenz’s new key visual represents a major milestone. Guided by the theme Moving Horizons, MCBW 2022 is organized by bayern design and will take place from March 5 to 13. An assortment of workshops, conferences, symposiums, webinars, exhibitions, and streams will be offered at various locations throughout the city. Companies and individuals interested in joining MCBW as program partners can register now.

Moving Horizons – desire meets design

The year 2020 was shaped by desire – desire for normalcy, for balance, and first and foremost, for solutions to a multitude of challenges facing society. Climate change, sustainability, and equal rights are omnipresent topics that have manifested in the public discourse. In all of this, design is society’s mirror – driving change and inspiring trends. “Designers take people’s desires on as a task, discover surprising gateways and turn them into experiences. MCBW 2022 focuses on the topics that stir our society today and will continue to do so tomorrow. The event looks beyond the horizon. It fuses desire and design and opens up space for innovative solutions,” says Nadine Vicentini, the new managing director of bayern design. The focal theme Moving Horizons was selected to highlight MCBW 2022 as a platform for places of longing that set out to expand, challenge, and shift horizons through design and to discover and rediscover.

Key visual – Anette Lenz visualizes MCBW 2022

The MCBW 2022 key visual was penned by German graphic designer Anette Lenz, one of the most influential designers of our time. Lenz, who lives in Paris, has made a name for herself through her unique play with typography and color and her representations of a new form of visual communication in public spaces. Her interpretation of Moving Horizons transfers society’s desire for change into visual elements: altering notions of lettering, delicate details gaining strength, heavy sections dissolving into graceful ones, letters stretching horizontally. New gateways, interspaces, and opportunities become visible. Vertical planes structure the space and add rhythm. The multi-colored system was designed to be complementary; the variable overlay ensures tangible depths and stark contrasts that enter into dialog rather than opposing each other. Lenz explains: “The intention behind the new MCBW key visual was to envision transformation and emotion through graphic means and to portray a type of new beginning following the motto Back to Basics. This way, text can turn into picture and unite color, structure, and lines.” Depending on the channel, the key visual will be integrated in an animated form so its organic nature and versatile dynamics can unfurl.

Successful introduction of hybrid events

Because it was MCBW’s tenth anniversary and due to the COVID-19 situation, in 2020 the event took place in both digital and analog forms for the first time. The program themed Shaping futures by Design was comprised of a variety of creative concepts for web streaming, virtual exhibitions, and design walks available to visitors up close and remotely. For the largest design event of its kind in Germany, this step meant navigating uncharted territory. Lisa Braun, director of MCBW, values the developments as positive: “We went through an extensive change process over the past year that included redesigning events and restructuring our MCBW team. Inspired by the favorable experiences we had during MCBW 2020, we now look forward to the upcoming event which will direct our attention to new horizons and beyond.” Digital event formats will remain key parts of MCBW in the future.

New program partners wanted

Despite the pandemic, MCBW 2021 offered a wealth of content and appeal. More than 90 partners and their events, exhibitions, and activities were essential to MCBW and guaranteed diversity in action. MCBW is a network, a platform, and a multiplier bringing together companies, agencies, and creative people in the fields of design, marketing and architecture and enabling them, among many other benefits, to become part of the program. Companies and individuals interested in joining us as a program partner in 2022 can select from among a number of packages and are welcome to apply by December 1, 2021. Details about benefits and registration are available here and on the MCBW website.

About MCBW

MCBW is organized by bayern design GmbH and is sponsored by the Bavarian State Ministry for Economic Affairs, Regional Development and Energy, and the City of Munich. bayern design helps implement the state’s design promotion programs and fosters connections among designers and stakeholders across disciplines, companies, universities, institutions, and associations in line with the MCBW leitmotiv Design connects!. Together with the two MCBW program areas – CREATE BUSINESS! for professionals and DESIGN SCHAU! for all other lovers of design – the leitmotiv forms the framework of MCBW.

  • The predominantly virtual 10th edition of Munich Creative Business Week presented by the cultural and creative sectors was both a beacon and a role model during the COVID-19 pandemic
  • More than 120 digital and hybrid workshops, conferences, symposiums, webinars, exhibitions, and streaming opportunities

Munich, Germany, March 18, 2021 | This year saw the tenth anniversary of the annually held Munich Creative Business Week (MCBW), the largest event of its kind in Germany. Almost all the events took place digitally or in a hybrid manner. Over the course of nine days, the virtual design week broke the constraints of geography and time with its newly developed digital “space” and established entirely new formats. MCBW proved to be an exemplary beacon during the COVID-19 pandemic, emphasizing once again the relevance and radiance of the creative and cultural sectors.

Matthias Horx: Designers as agents of future design

In line with the theme of this year’s MCBW, Shaping futures by Design, during the digital MCBW reception broadcast from BMW Welt, futurologist and founder of Zukunftsinstitut Matthias Horx discussed the retrograde view on the future in the form of a “regnosis.” He said: “It can be helpful if we jump into tomorrow mentally and ask ourselves retrospectively how we got there. The regnosis enables us to enter into a productive relationship with the future. In this scenario, designers assume the important role of agents by escorting society and the industrial sector on their journeys.”

10 years of MCBW: a successful transformation process

While MCBW typically takes place within Munich’s borders and in the MCBW partner region of Landshut, for its tenth anniversary this year it founded a virtual platform that will be continued, at least in part, going forward. “Personal encounters and networking locally are the essence of MCBW and our industry, however, the connection between the analog and the digital has enriched our lives and will continue to do so in the future. For example, it allows us to extend our community at the national and international levels and to create a new form of connectivity. In addition, by combining digital and analog we can develop new formats with even greater added value,” says Lisa Braun, Director of MCBW.

New formats: digital and analog connected

An example of a successful new format was the DESIGNWALK which was well-received and earned a great deal of positive feedback. The tour led visitors to several analog stations throughout Munich’s Kunstareal area including the DIS CONNECTED video installation and the MCBW POP UP exhibition container. The QR code at each station provided digital background information including interviews. Visitors were able to embark on this urban tour at any time during the nine days without having to register – all they needed was a smartphone. Jan Kuck’s interactive light installation and the video performances by Miro Craemer at Westpark also made impressive examples of the connection between the analog and the digital. At fans of art, families, and walkers had the opportunity to send in their preferred responses to the question “What would you change?” and have their entries projected onto the water screen on site. However, the diverse digital conferences, workshops, and live streams on the MCBW website recorded the lion’s share of visitors.[1]

MCBW’s value for society and the economy

Hubert Aiwanger, Bavarian State Minister of Economic Affairs, Regional Development and Energy, emphasized: “MCBW is an essential silver lining for the cultural and creative sectors. The overwhelming acceptance of the many digital formats makes me optimistic for the future. In particular, the large bandwidth of topics shows how important the industry is to the mastering of the wide array of challenges currently being faced. I am very happy the Ministry of Economic Affairs supports this industry event every year!” At 20.3 bn euros in gross value added, the share of the creative and cultural sectors in the value creation of the state of Bavaria amounted to 3.6 percent making it the sector with the third highest contribution among those referenced after the automotive sector with 7.9 percent and the healthcare sector with 7.7 percent.[2]

About MCBW

MCBW is organized by bayern design GmbH and is sponsored by the Bavarian State Ministry for Economic Affairs, Regional Development and Energy, and the City of Munich. As partners, BMW Group, Steelcase, and Ströer provide substantial support to the event.

[1] Figures on participants will be available in late March and can be requested at pressoffice @

[2]Report of the Cultural and Creative Sectors