What we have learned in Helsinki!
Creating meaning requires time, attention, and intention.
Across two inspiring days in Helsinki, one message resonated throughout the conference: meaningful design takes time, attention, and intention. More than ever, design is about creating value through connection, creativity, and responsibility. Our speakers challenged us to rethink branding and packaging through the lenses of social sustainability, inclusivity, and human-centred design.
Oona Horx Strathern encouraged us to move beyond consumerism towards a kinder economy shaped by new values, while Pancho Tolchinsky reminded us that meaning begins with our embodied experience of the world.
From the colourful philosophy of Marimekko, presented by Sanna-Kaisa Niikko, to Pietke Visser’s inspiring perspective on packaging as a source of delight in everyday life, we explored how brands create lasting emotional connections.
Delphine Conzelmann and Jean Jacques Schaffner argued that simplicity and recognisable visual codes are essential for helping people navigate an increasingly complex world.
Javier Jaén offered fascinating insights into his creative process, while Paula Pozza demonstrated how protecting time and space for creativity enables stronger ideas to flourish. Eveliina Juuri reminded us that every material choice is a design decision carrying responsibility across the entire value chain, and Markus Joutsela showed how collaboration between research, education, and industry can accelerate sustainable innovation through the FLOW project.
David Speed left us with an uplifting reminder that creativity belongs to everyone—and that bringing more colour into the world is ultimately a choice.
What we take home from Helsinki is more than inspiration. We leave with fresh perspectives, practical ideas, and renewed confidence that thoughtful design can shape a more meaningful, sustainable, and optimistic future.
That is why EPDA brings together designers, educators, brands, and industry every year: to learn from one another and continue the conversations long after the conference ends.
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We look forward to welcoming you at our next event!
Join us in Athens from 12 to 14 November 2026.
