Philipp Mühlebach, Executive Creative Director for Northern Europe, reflects on the German design landscape and the necessary steps for the country to reclaim its position at the forefront of international design by embracing risk, experimentation, and a creative mindset grounded in strategic vision. While Germany's design history boasts iconic figures like Bauhaus and Dieter Rams, and brands like Adidas and BMW, Philipp questions whether the country has missed the opportunity to build on this rich legacy.

Can Germany make its way back to the top of the international design world? Philipp takes a look at what steps are needed to get there.

Integrate design into your business and brand strategy

The significance of design has undoubtedly grown within German companies. However, it is crucial to ensure that design is thoroughly integrated into corporate strategy. This requires a focus on long-term planning, avoiding the pitfalls of short-term trends, and establishing clear metrics to evaluate the impact of design.

Especially in a time when many companies are undergoing significant transformations, design offers a powerful opportunity to create substantial added value. Design should transcend its traditional aesthetic role to become a strategic core that drives corporate success. Companies that embed design into their business strategy can gain long-term competitive advantages and enhance the innovative potential of their brands. As designers, our challenge is to deliver tangible value through our work on brands, products, and infrastructures, ultimately contributing to the success of the companies we collaborate with.

Embrace informed risk-taking to encourage greater innovation

Germany is recognised in the Global Innovation Index as efficient, stable, and powerful, securing the eighth spot in a 2023 study by the World Intellectual Property Organisation (WIPO). However, this ranking largely reflects the strengths of past decades. In critical areas such as digitisation and education, Germany lags behind, as highlighted by DPMA President Eva Schewior: "We are not among the leaders in fundamental areas of digitisation. This poses a significant risk to our future ability to innovate."

The hesitancy towards embracing new innovations is evident. To move forward, we need less scepticism and a greater joy in experimentation. A higher tolerance for risk and a willingness to accept mistakes are essential to fostering innovative creative processes. Here, design plays a pivotal role. In the realm of digitisation, design translates information into accessible, tangible forms for a broad audience. Within the innovation sector, design acts as a catalyst, driving companies to experiment and explore new paths. True innovation stems from individuals who find joy in experimentation and are provided the freedom to explore it.

Invest in future creative talent

Investing in the education of design talent is vital for revitalising the industry. However, a clear gap exists, as many talented individuals show limited interest in German cities outside of Berlin. The QS World University Ranking reflects this need for improvement, with only the Berlin University of the Arts making it into the top 100 worldwide. Few professions undergo such rapid and constant evolution as design, yet universities are slowly adapting their curricula, faculty, and resources to meet these demands. Current exhibitions reveal that topics like AI, which have become everyday tools in agencies and companies, are still underrepresented in semester or final projects.

To address this, universities need to adopt more agile and flexible structures that respond to current trends and equip students with the skills they need for the real world. This requires significant investment in quality education, targeted support for design talent, and active collaboration with the industry.

Embrace international collaboration to leverage unique cultural insights

Germany has long been a significant influence on global design, with its approach serving as an inspiration to designers and companies worldwide. Openness to international exchange is crucial for fostering a diverse design industry that operates on a global scale while maintaining relevance in the local market.

At our agency, we witness the value of an international network daily. Collaborating with teams in locations like Amsterdam, Hong Kong, and São Paulo enriches our work in Berlin and Munich, and vice versa. Diversity and cultural differences are key elements in this process. Engaging with designers from other countries allows us to gain new perspectives, which ultimately strengthens the German design landscape.

Bake it in, don't bolt it on

We are witnessing new benefits of global transformation, with more companies committing to clearly defined ecological and social sustainability strategies. Shifts in consumer behaviour are prompting many brands to rethink their approaches, as traditional economic models focused on growth and unlimited consumption are increasingly being questioned. Companies now recognise the opportunity not only to drive positive change but also to achieve economic success through this shift.

In the face of the escalating climate crisis, decisive action is imperative. While discussions about social and ecological impact are becoming more prominent, the translation of these conversations into tangible actions remains insufficient to have any real impact. As designers, our role is to raise awareness within society and among businesses about the significant contributions design can make to these critical challenges. We share the responsibility of determining the materials used, the messages conveyed, and the conditions under which new products, campaigns, buildings, or brands are created, ensuring they align with principles of sustainability, diversity, and inclusion.

Invest in brands that stand for, and stand out

Gone are the days when brands are viewed in isolation as static entities. However, in a rapidly evolving and increasingly polarised world, brands must remain dynamic, capable of adapting to change. The challenge is to balance a strong, consistent identity with the need for relevant, diverse communication that embraces openness and flexibility.

Dynamic brands proactively navigate change, evolving with the world and becoming an integral part of it. These brands not only set trends but also disrupt their industries and push creative boundaries. In doing so, they develop a magnetism that attracts and connects people, organisations, and other brands. As designers, our role is to serve as close allies to these brands, helping them differentiate themselves and giving them a distinctive voice in the market.

Conclusion

Germany has the potential to remain a leading force in the global design landscape, but this will require a committed effort to implement educational policies and embrace new innovations and technologies. Continued fostering of international networks, along with a strong focus on sustainability, diversity, and inclusion, is essential. Creativity and fresh ideas must not only be accepted but actively encouraged. As a design industry, we share the responsibility to uphold the prestige of "Design. Made in Germany." and to shape a forward-thinking design vision for the country's future.

This article was originally published on Horizont Magazine.