The theme for next year’s edition has been revealed, and preparations are already in full swing. The 11th edition stands out with its approach to dramaturgy and the theme, which the festival organizers have taken a fresh approach to this year. We discussed this new direction with the new dramaturg of Zlin Design Week, Natálie Vencovská, who took over this role from Jitka Smolíková. Zlin Design Week and dramaturgy are not new to her, as she was the manager of Design KANTÝNA (Design Cantine) last year, where she not only led the team but also contributed to its dramaturgy. What does her role entail? What is the goal of the 11th edition, and what inspired this year’s theme? Natálie shares the details in this interview.
Could you give us an insight into the theme of the upcoming edition?
This year, we are approaching the theme differently than in previous years. Instead of a one-word slogan, we are working with thematic threads. It’s important to note that “By Community, by Place, by Design” is not the main communication line or one of the themes. It’s more of a “subtitle” for this year’s edition. This phrase communicates the main idea of this year and highlights three key design directions—social, innovative, and adaptable—that we aim to promote and support both programmatically and thematically through Zlin Design Week. The focus this year is on integrating communities into the design process, fostering dialogue between them, and this subtitle underlines that idea perfectly.
And those prepositions in front of the words are also crucial. The theme was always expressed in a single word or often just one topic, like Cooperation or Revolution. Last year’s theme was “Future is…”, which was a bit different because with terms like Cooperation and Revolution, everyone has a clear association, but with “Future is…”, no one knows exactly what it means, yet it still piques everyone’s interest. It suggests a direction but isn’t fully defined or closed.
What is the main goal of the 11th edition of Zlin Design Week?
The goal is primarily to involve the public in the design process and encourage designers to respond to people’s needs. We want designers to critically reflect on their role in society, what they bring to it, and their role in the design process itself. We want the designer to get closer to people and listen to them. Design should address global challenges and situations, and that’s what designers are here for. We aim to give design a friendly face while still engaging with industry-specific and academic topics.
This year’s theme wasn’t created solely by Natálie; it was developed together with the program director Ondřej Staněk. How did the theme come about and how did the rest of the team react?
Ondra Staněk and I started by developing contexts and theoretical ideas based on what we were reading, what was happening around us in the design community, and what we felt was not only relevant to the design world but also interesting for society. For the next three months, we validated the theme with other managers, pushed it further, and tried to figure out if and how it would work for the design community.
It was really important for us that it wasn’t just something that Ondra and I would write and then say, “Here’s the theme, now work with it.” First, everyone on the team had to understand it, understand the essence of what it means, and get on the same page. We also had a workshop where we ourselves had to express the upcoming theme. Thanks to our collaboration, we came up with great slogans and design elements.
Where did you draw inspiration from when creating the background materials?
We were inspired by the book Design for the Real World by Viktor Papanek, who is considered the father of social design. In it, he argues that creatives and designers should use their skill sets for necessary things and work on projects that are beneficial to society. The main point of the book is the involvement of the end user—the person who interacts with the final design. Additionally, Papanek suggests that everyone is a designer, which we don’t want to undermine the importance of professional designers, but it’s mainly about involving the end user in the process.
When do you start thinking about the theme for the next edition?
Even before Zlin Design Week 2024, we already knew the key message and what we wanted to convey to the audience and participants of Zlin Design Week 2025. By March, we had a rough idea of the direction we were going in. By June, about a month after Zlin Design Week, we had these three contexts. By July, we had the theme written out—what areas we wanted to address and what direction we wanted to take. In August and September, we started thinking about guests, but now, in the fall and winter, we’re reaching out to specific people and putting the program together.
How long have you been the dramaturge of ZDW?
Last year, I was the manager of Design KANTÝNA (Design Cantine), and this year I took over the whole dramaturgy from Jitka Smolíková. Also, last year was my first year with Zlin Design Week. Although I studied in Zlín before, I joined the team when I already had a job. I started in KANTÝNA because I enjoy commenting on things and digging into them. I also brought dramaturgical ideas, but only for that project. This year, it’s for the entire Zlin Design Week.
How do your responsibilities differ from last year when you were in Design KANTÝNA (Design Cantine)?
First of all, I’m glad that I no longer have to manage Design KANTÝNA on my own, and Karin Dugasová, one of the team members, has taken over that role because she has much stronger managerial skills than I do. This allows me to focus on what I’m best at and what I enjoy the most—finding great speakers, connecting new design contexts with our content, and integrating those themes into this year’s program. Besides that, my job involves overseeing everything that goes out regarding the theme and ensuring its clarity and accuracy.
I thank Natálie for taking the time for this interview, giving us insight into the upcoming edition, and explaining her role as the dramaturge. If you are interested in more behind-the-scenes information, you can listen to the Design KANTÝNA podcast that she hosts. In the last two episodes, she discussed with Ondřej Staněk not only this year’s theme but also the process of organizing Zlin Design Week.
