ÓPERENCIA
In the first round of the competition, there was no confirmed venue, so our concept Sensória was designed for an imaginary space. After the jury selected Sensória as a Finalist, the actual venue in Milan was finalized, and the second round required us to develop a completely new, site-specific concept tailored to this location — this became Óperencia.
Óperencia is a mystical, magic-filled realm that takes us into the world of fairy tale wonders. The Budapest Select exhibition at Milan Design Week draws inspiration from the world of Hungarian folk tales — stories that have shaped our thinking and imagination since childhood.
In the alienated, over-rationalized modernity of the 21st century, traditions, mystical ways of thinking, folk knowledge, and the supportive power of communities seem to be disappearing — our environment has become disenchanted.
Reflecting on the theme of Connected Worlds, Óperencia builds new connections between objects, people, and cultures through the lens of Hungarian folk traditions, customs, and tales. Every design object and artwork in the exhibition plays with the senses, reflects on traditions and rituals, and embraces storytelling — bringing playfulness back into our daily lives and re-enchanting our built environment.
The world of fairy tales and magic comes to life not only through the exhibited works but also in the spatial design of the exhibition itself. In Hungarian folk tales, the number three carries magical significance, and it also appears in the Tree of Life motif, which holds a central place in Hungarian mythology. According to this belief system, the tree’s roots grow from the underworld, its trunk stands in our earthly realm, and its lush canopy connects us to the otherworld.
The structure of Óperencia follows this triple division, creating three distinct worlds that reflect the narrative logic of folk tales.
Arriving at the exhibition through the courtyard, visitors encounter three colorful gates, each offering a different path for the wandering traveler to begin their journey. The courtyard itself condenses the essence of Óperencia’s three worlds, with giant flower-lamps defining the space, intertwined with threads inspired by children’s string games. This playful installation weaves curiosity into the visitor’s experience, setting the tone for exploring the exhibition.
The Underworld
The Room of Secrets and Ancient Knowledge, where visceral perception takes the lead.
This space is dark, earthy-scented, and dense — an arrival into an instinctive, tangible existence. The grain of wood, the cool smoothness of stone, and the rough textures all invite tactile exploration. Raw, natural materials such as a side table made of Roman travertine limestone and stainless steel, hand-formed brass and bronze handles, an amorphous burnt wood candle holder, and a volcano-inspired table lamp guide visitors into the realm of physical and subconscious experience.
Beyond the Óperenciás Sea lies this world, where stories are not just told but can be touched, felt, and experienced.
Earthly World
The Room of Meanings, the arrival into the earthly world.
This is the world where material, form, and traditions meet; a stage for language, storytelling, interpretation, and rituals. An oak chest, a figurative board game, a porcelain dining set, and colorful textiles bring to life the joys of everyday rituals — from shared meals to family gatherings and conversations around the campfire — carrying the timeless continuity of tradition.
In this bright, spacious, and warm room, visitors are greeted by soft textures, hidden symbols, and embroidered inscriptions. On the embroidered panels of the airy curtains surrounding the space, lines from “Fehérlófia”, the folk tale and iconic animated film that inspired the exhibition’s visual identity and concept, come to life.
The Otherworld
The Room of the Intangible, Transcendent Reality, where objects float, materials dissolve and transform, and we are drawn into the dimension of mysticism and spirituality.
Perception is shaped by illusions, interplay of light and shadow, and reflections. The bright, open, and floating space, with its veiled atmosphere, acts as a guide toward the celestial world.
Graphic Identity
by Flóra Pálhegyi - florapalhegyi.com
The concept behind the exhibition’s logo — which runs throughout the entire visual identity — is based on the fusion of Hungarian cultural heritage and contemporary typographic trends. It was important for us to ensure that the precision and craftsmanship of Hungarian design is reflected in every detail of the exhibition, which is why we chose to use the typeface designed by a Hungarian female graphic designer for the logo as well as for the highlighted texts within the exhibition.
The asymmetrical and dynamic arrangement of the letters evokes the associative horizon of Hungarian folklore — refined yet full of character.
The color palette of the Óperencia exhibition’s visual identity is inspired by the dreamlike atmosphere of Hungarian folk tales and traditions. The palette builds on the contrast between soft pastels and deep burgundy tones:
• Soft pink and light, creamy shades → evoking Hungarian folk embroidery, fairy tale landscapes, and the mystical light of dawn.
• Deep burgundy → reflecting the warm tones of Hungarian folk art and textiles, conveying strength and tradition.
• Delicate greyish-white hues → capturing the colors of misty forests, magical landscapes, and enchanted gates found in folk tales.
Project Team:
Noumen Studio / Design & Project Management
Kíra Kőrösi / Curating
Flóra Pálhegyi / Graphic Identity