Hungary’s first design conference has grown into a top-tier European design event – becoming an increasingly influential international presence.
From September 11–14, POV Budapest returns – the international conference built around visual culture, brand strategy, and creative thinking. The four-day event will take place at the National Dance Theatre, with side events expanding the experience into a full weekend journey.
For the 2025 edition of POV Budapest, participants are already registered from nearly 50 countries – cities like Amsterdam, New York, London, and Reykjavík among them. 80% of tickets have already sold, with three-quarters of purchases coming from abroad. According to the organizers, this is what gives the conference its significance: not only does it bring world-class speakers to Budapest, it also reframes the city itself – as a visually compelling, characterful European capital.
In just two years, POV has become one of Europe’s leading design events – a rapidly rising international force, entirely independent and grassroots-driven.
“We wanted to create something we would genuinely love to attend ourselves. For a while, we waited for someone else to do it – then we realized that if not us, maybe no one would. And now it’s uplifting to see that this initiative is resonating not only at home but globally, attracting visitors from all over the world to our capital,”
says co-founder Boldizsár Mátyás.
Design Is Not Just Aesthetics – It’s a Way of Thinking
POV’s goal isn’t simply to showcase eye-catching projects – but to offer new perspectives in visual thinking and create space for deeper questions. Each year’s program is built around a different core theme; in 2025, that theme is Making Sense – exploring how design can help us navigate an increasingly complex world, and how it can bridge rational thought and emotional understanding.
Behind the theme lies a long-term vision: from the very beginning, the organizers have sought to build not just an event, but a high-quality, international creative community.
One of this year’s biggest announcements is the debut of OpenAI – the world’s leading AI developer – at a Hungarian design event. Their presentation will explore how the creative process is transforming with the rise of generative models (such as GPT and Sora), and what role human creativity can play in an algorithm-driven world.
“Visual culture today is no longer just about images. It’s a language – one through which we interpret the world, make decisions, and build relationships,”
explains co-founder Mátyás Czél.
Character as Strategy: Wolff Olins Comes to Budapest
One of the most well-known names in branding, Wolff Olins’ Creative Director George Adams will also take the stage in Budapest. Having worked on the rebranding of Uber, Tate, the MET, and Decathlon, Adams will share how a brand can truly develop a distinct character – and why it can be dangerous when a brand tries too hard to appeal to everyone.
According to Wolff Olins, in today’s visual noise, success doesn’t come from being universally liked, but from having the courage to make bold, clear statements – even if they’re not comfortable for everyone.
Character is not a design element, but a strategic choice: how we speak, how we look, what we stand for. Adams’ talk will take audiences behind the scenes of how such brands are born, how their stories are reimagined, and why a consciously embraced difference can be the most powerful competitive edge.
This branding focus is especially relevant in the design world today, where in the midst of visual clutter and automation, the ability to make distinctive statements is more vital than ever.
Curated International Lineup, Personal Tone
Every element of POV Budapest is designed and curated by its two founding studios – COMET and CM.SUPPLY – from the visual identity to the program structure. Their goal was not to create a conventional conference with back-to-back presentations, but a fully thought-through experience, both visually and in content – one that also considers how participants feel.
“We’re not event planners – we’re designers. Everything we do stems from our own design logic. It’s not about the format, but the feeling,”
says Mátyás.
And that doesn’t mean an abstract vibe – it’s about creating a tangible, welcoming environment where participants aren’t just passive listeners, but real contributors to a shared, inspiring experience.
What does this mean? Speakers are selected not based on portfolios, but on ideas: it’s essential that they have something meaningful to say – and that they can tell the story of their creative process. Among the 2025 program are studios like Base Design, Are.na, and the Hungarian project @cso_budapestneon.
A City’s Character in a Conference
POV is not a traveling, franchise-style event – Budapest is woven into the very fabric of the concept. According to the organizers, it couldn’t be done the same way anywhere else – and that’s exactly where its power lies.
The program is built as a full-weekend experience: food-focused side events, urban walks, and community happenings help attendees discover the creative layers of the city.
The goal is for the international audience to find new inspiration not only within the walls of the Dance Theatre, but also out in the streets of Budapest.
“We’d love for locals to see just how much potential Budapest holds. It’s a magnificent global city, full of untapped opportunities. It’s important to spark conversation about what surrounds us – and how we might tweak it to make it even better,”
adds Boldi.
Long-Term Vision: Shaping Culture, Not Just Organizing Events
POV doesn’t aim to be just another annual conference. The organizers envision a long-term role in shaping visual culture – not only professionally, but socially as well.
In the future, they plan to explore new directions through mentorship programs, community projects, and even regional events. Part of this effort includes the POV Dinner Club series, which brings together players from the city’s creative scene, and the POV Market, an online design marketplace to support the industry.
“If POV can get people to see their cities differently – to pay more attention to the visuality of their surroundings – then we’ve already done something worthwhile. In the long run, we want to create change – not just in the design scene, but in local ways of thinking too,”
adds Mátyás.
Tickets are still available in limited numbers at povbudapest.com