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DAY 1: iF Design – The CreatiFe Power of Design in a Pandemic World

Design is like a marathon: good preparation, planning and support are everything. Forces are mobilized, boundaries are broken, the goal in mind. If you have a lot of stamina, the first iF Design Marathon is the right place for you, and you will achieve your goal with flow. Accompany us on a journey through the world. With people who are looking for an exchange. On topics that concern us all.

Pave the way for our joint design journey around the world! Ready, steady, GO!

Design and pandemic – how do they go together? Consumer goods fairs at a distance? Customer advice through a perspex disc? Innovation via video conferencing? Designers around the world are affected by the impacts of the Coronavirus, companies are looking for ways to keep their businesses going in their respective industries.

What strengths and challenges the pandemic means for designers and their profession is the topic of the initial panel of the first iF Design Marathon on 6 September: Welcome Claudia Friedrich (zweigrad GmbH & Co. KG, Hamburg), Philipp Bree (PB 0110 eK, Hannover), Klaus Zyciora (Head of Volkswagen Group Design, Wolfsburg) and Uwe Cremering (CEO iF Design, Hannover). The panel discussion is moderated by Frank Zierenberg (iF Design) at the showroom of pro office in Hannover.


Our top-class guests from different design fields offer exciting insights into their (pandemic) situation.

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DAY 1: iF Design – The CreatiFe Power of Design in a Pandemic World

Klaus Zyciora | Volkswagen AG, Wolfsburg, Germany

Klaus Zyciora is Head of Volkswagen Group Design and in this capacity is responsible for the global design of the Group’s 12 brands. He has established a design language at Volkswagen that is characterized by clarity, reduction and continuity. The vehicles have a high degree of product identity that has been continuously developed over many design generations. The design is intended to retain its relevance in the long term, regardless of particular trends.

DAY 1: iF Design – The CreatiFe Power of Design in a Pandemic World

Philipp Bree | PB 0110, Hannover, Germany

Philipp Bree realized a longstanding wish to focus on the rediscovery and contemporary creation of bags made of natural leather at the end of 2012. He stepped down from operational management at BREE and set up his brand, PB 0110. The first collection was presented in January 2013 in Berlin and Paris. In 2018 PB 0110 was nominated and finalists of the prestigious ANDAM Award in Paris the category accessories. PB 0110 is available in 90 selected stores worldwide.

DAY 1: iF Design – The CreatiFe Power of Design in a Pandemic World

Claudia Friedrich | zweigrad, Hamburg, Germany

Claudia Friedrich is Managing Director of the business unit interface design at zweigrad designstudios in Hamburg (Germany). She understands design as strategic added value in orchestrating all relevant stakeholders within the user-centered and collaborative design process, based on her education as industrial designer, design manager and speaker.

Uwe Cremering_CEO iF Design

Uwe Cremering | iF Design, Hannover, Germany

Uwe Cremering has been Managing Director of iF International Forum Design GmbH since June 2021. For many years he was part of the management team of Sennheiser electronic, one of the world's most important headphone and microphone manufacturers. Initially (from 2001) as Head of New Media, then Director Global Marketing Communications, Director AMBEO Immersive Audio and finally as Co-CEO of the subsidiary Dear Reality. Prior to that, he acted as Project Leader New Media for EXPO 2000 in Hannover.