Design is more than form. More than function. And long since more than a niche topic. With the new platform “Design in Transition,” the Viennese lighting manufacturer Lights of Vienna is making a clear statement in support of strengthening the design discourse in Austria.
The new talk series, which will take place three times a year, brings together the creative scene, business, and media. It sees itself as an open stage for interdisciplinary exchange – with the ambition of repositioning design as a cultural and societal force.
To mark the launch of the new talk series, Alexander Oborny, Managing Director of Lights of Vienna, invited guests to the Kunsthalle at Vienna’s Karlsplatz on February 24, 2026. Numerous representatives from the creative industries, business, and media accepted the invitation.
In his opening statement, Alexander Oborny explained the motivation behind the initiative:
“With ‘Design in Transition,’ we are creating a public space for design as a cultural practice. Design shapes our everyday culture and is responsible for how we live and work. This platform aims to strengthen the design discourse in Austria and make design visible as a relevant cultural factor.”
Alongside the event series, the company is launching its own magazine – a printed, curated platform for contemporary positions in design and architecture.
Sabine Mitterbacher, Head of Marketing at Lights of Vienna, clearly formulates the ambition:
“The magazine communicates creative attitudes. It gives young designers visibility and invites established personalities to share their perspectives.”
The magazine complements the talk series in terms of content and sees itself as a space for stories, reflection, and inspiration.
At the heart of the evening was the first design talk under the title “Designing Meaning.” Moderated by journalist Stephan Hilpold, Alice Stori Liechtenstein, curator and director of Schloss Hollenegg for Design, and Erich Bernard, founder and managing director of BWM Designers & Architect, discussed narratives in the design process – and responsibility in design.
Alice Stori Liechtenstein summarized it as follows:
“If storytelling is applied only at the very end, it remains superficial. If it is part of the concept from the very beginning – and implies social responsibility, which should actually be self-evident – authenticity emerges.”
Erich Bernard emphasized:
“Developing a narrative is the actual work of a design. But before that comes research. It is the most important part of the design process – the story for the concept emerges from it.”
Both share the conviction that design does not create emotions, but rather creates spaces in which emotion can arise – for example through consciously placed light that shapes atmosphere.
Among the guests were representatives from media, design, culture, and business, including ORF Head of Culture Martin Traxl, PR International Managing Director Gloria Traxl, Designaustria Managing Director Elli Schindler, Vienna Design Week Managing Director Gabriel Roland, Director Creative Industries Elisabeth Noever-Ginthör, media manager Hans Mahr, artist manager Christoph Waltenberger, Burgtheater actress Safira Robens, designer Tino Valentinitsch, designer Anelia Peschev, designer Karin Binder, designer Patrick Rampelotto, dancer and actress Rebecca Horner, interior architect Caroline Thurn und Taxis, and brand:unit Managing Director Ulrike Tschabitzer-Handler, as well as numerous designers and creatives.
The magazine and event were conceived in collaboration with brand:unit.
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