Video by var.aunevik

Design is not innocent. A design system might start out as a file, a PDF, a Figma document, but that's only where it begins. Over time, it leaves a page and enters the real world. It moves into organizations, services, and everyday routines until it stops being a description of a brand and starts shaping behavior. Take a poster. It gets designed in a studio. It lives inside the screen

until it doesn't. Until it's put up over another poster on a street in Budapest. Until someone stops their day just to take a photo of it until someone comes with their own poster and plasters straight over it hiding it completely all these actions as a result of someone moving some pixels on a screen and it's not just about posters of course are you designing a skincare brand or the

act of putting the product on your face the routine the ritual that builds all until it's part of how someone sees themselves are you designing a tool or a future where people no longer need to act for themselves. Might it be these acts and not the image itself that we are really deciding? This is the theme of this year's POV Budapest. Five days with talks from people and

brands who have different points of view, like perplexity, man versus machine, Chris Betting, the former UX creative director at YouTube, and many more.