The full vibrant diversity of Germany’s design and creative scene was on show at the Business of Design Week conference (BODW) from 28 November to 3 December 2011 and at the accompanying Inno Design Tech Expo (IDTExpo) trade fair in the form of countless exhibitions, lectures and workshops. The German federal government’s objective of making German design better known in the region was achieved as visitors showed great interest in the German presentations.

After over a year of preparation, including mutual visits to Hong Kong, Frankfurt/Main and Berlin, communication campaigns and numerous seminars on sales prospects for the German design and creative scene in Hong Kong as well as cultural differences, the German guest appearance under the motto “Brand New Germany” was a resounding success.

From start to finish, Asian visitors to the trade fair Inno Design Expo were visibly impressed by the diversity of German design as shown by the presentation. Moreover, at the design conference Business of Design Week German design experts gave lectures to interested audiences.

“We have achieved our objective: Asian visitors showed great interest in German design. Not only the top designers and representatives of established brands who participated in the presentation but also the representatives of small and medium-sized companies and up-and-coming designers successfully established key business contacts”, said Andrej Kupetz, General Manager of the German Design Council, at the event in Hong Kong.

Link to the press release of the Federal Ministry of Economics and Technology