Why Hungarian design is booming in Milan

“Be the Project” was the brief for this year‘s Creative Hungary showcase. Set up by the Hungarian Fashion and Design Agency (HFDA), the installation’s 2026 iteration is titled Patterns of Being: an immersive exhibition investigating how humans shape the world through design and art. “Hungarian creativity is entering a phase of confidence,” says Zsófia Jakab, CEO of the HFDA and Creative Hungary.