In 2025, I visited Vienna Design Week with the primary objective of gathering inspiration and researching contemporary projects that could help refine the scope of my master’s thesis. My goal was to explore niche topics within the broader field of visual communication, seeking validation for my current creative direction while potentially identifying new, unexplored avenues for development.
Among the numerous exhibitions, the project that resonated most with me was the innovative use of modeling clay to document urban textures by Studio Pari-Pari. As part of their research, the studio captured physical structures within Vienna’s urban environment by pressing modeling clay directly onto surfaces and subsequently using these molds to create high-contrast prints with black ink. This analog methodology is a remarkably creative and engaging way to preserve ephemeral, easily overlooked architectural details. By transforming these textures into graphic elements, they can be ‘savored’ as standalone art or integrated into broader design materials. The resulting prints were displayed across the floor of the MUSA Startgalerie, creating an immersive visual landscape.
I have observed a similar trend on social media platforms like TikTok and Instagram, where artists and designers utilize portable scanners or manual clay molds to capture the reliefs of urban buildings, using the raw data as a foundation for digital design. This synthesis of digital and analog materials is currently a dominant trend in the industry, and I am particularly drawn to how it imbues design with a ‘human’ quality. I intend to incorporate these tactile aspects into my own project to make the abstract problem of consumerism feel more tangible and relatable. By adding physical symbols and ‘touchable’ textures, I aim to bridge the gap between the consumer and the systemic issues I am addressing. Furthermore, I do not discourage the use of Artificial Intelligence in this process; I view it not as a primary creator, but as a sophisticated support tool to be used in conjunction with traditional methods.
My research trip also included visits to the MAK – Museum of Applied Arts and the Wien Museum (wienmuseum.at), where I analyzed historical promotional posters to track the evolution of visual persuasion. These collections provided a fascinating look at how consumer values in Vienna have shifted over time and how citizens have historically reacted to changing shopping habits. Additionally, I attended an exhibition focused on meat consumption—a topic deeply intertwined with sustainability. This exhibition was particularly useful for observing how complex, data-heavy information can be presented systematically without losing visual appeal or emotional impact. The central question of the exhibit—how our eating habits must evolve for the future—mirrors the core inquiry of my project regarding over-consumption. These visits reinforced my belief that design must balance historical context with modern urgency to effectively influence public behavior.
https://www.wienmuseum.at/exhibition-archive
https://www.albertina.at/en/albertina-modern/about/albertina-modern
