Design as a Driver of Value

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The event started with Prof. Philipp Thesen's eye-opening case study, "Design for Value Creation."

Where he highlighted:

- Design is not decoration. It's strategy.

- Design is not an afterthought. It's a market driver.

- Design is not just about products. It's about shaping ecosystems, experiences, and culture.

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Leading brands—Apple, Nike, Hansgrohe, Interstuhl, Brita, Samsung, Vorwerk, Next Level Coffee—all understand this. They embed Design into leadership, innovation, and business strategy. They don't just sell products; they define industries.

"It's time to put creatives in leadership. Because Design isn't just about making things; it's about making things happen."
- Andreas Diefenbach, managing partner of PHOENIX design.

In 2025 and beyond, Design will be the force that moves the needle.

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PHOENIX Design's Gold-Winning Projects

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At PHOENIX, we've always believed that Design shapes markets transforms businesses, and turns ideas into impact. This year, our commitment was recognised with two German Design Award Golds:

• Ecofriendly Innovation with Stiebel Eltron: A project that redefines sustainability and efficiency, proving that innovation and eco-consciousness can go hand in hand.

• Revolutionizing Workspaces with BIMOS – A next-generation work chair designed for industry, labs, and clean rooms, setting new ergonomic and functional standards.

These awards reflect our dedication to creating products that enhance well-being, improve efficiency, and contribute to a better future.

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The Power of Purpose-Driven Design

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The 2025 Personality of the Year Award went to the Doughnut Economics Lab and the inspiring Kate Raworth, who reminded us:

"If we design economy, we can redesign it."

The event also celebrated emerging talents through the Newcomer of the Year award. This year's finalists showcased a focus on sustainable, future-oriented approaches, working at the intersection of technology, materials research, and creativity. The winner, Juni Sun Neyenhuys from Weißensee Academy of Art Berlin, specializes in biomaterials and algae as sustainable raw materials, aiming to develop circular materials for the packaging industry. She was honoured by Hartmut Esslinger, the first-ever recipient of this award.

We would also like to congratulate all the finalists: Amelie Kurz, Sophia Reißenweber, Max Seeger, and Lena Weber - Their work is truly inspiring and revolutionary. The future of Design is in good hands.

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A heartfelt thank you to Lutz Dietzhold, Mike Richter, and the German Design Council family for promoting a space where Design is celebrated as a force of transformation.

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