hungarian design yearbook 2013

5/22/2018 Hungarian Design Yearbook 2013

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MAGYAR

DESIGN

VKNYV

HUNGARIAN

DESIGN

YEARBOOK


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MAGYAR

DESIGN

VKNYV

HUNGARIANDESIGN

YEARBOOK


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BEVEZETKINTRODUCTIONS

KVESS ELTTEM!

FOLLOW ME AHEAD!

VIGYZZ, KSZ, STARTUP

READY, SET, STARTUP

BUDAPEST KT KERKEN

BUDAPEST ON TWO WHEELS

POSZTKOCSMA

POST-PUBS

EGYSGBEN AZ ER!

UNITY IS STRENGTH!

PRFTK A SAJT HAZJUKBAN

PROPHETS IN THEIR HOMETOWN

TARTALOM

CONTENT

MAGYAR DESIGN VKNYV HUNGARIAN DESIGN YEARBOOK


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A VLOGATS SZEMPONTRENDSZERE

SELECTION CRITERIA

GYAKORLAT TESZI A MESTERT

PRACTICE MAKES PERFECT

LASSAN MEGYNK MESSZIRE

GET FAR SLOWLY

RITKA MADRNAK KEDVES A KALITJA

BIRDS RARELY LOVE CAGES

EBBEN MARADUNK, MINT A RGIEK

SO WELL STICK WITH IT AS OLD FOLKS DID

PRJT RITKTJA

UNPARALLELED

LLAT-E, VAGY SZERZET?

ANIMAL OR CREATURE?

MADZAGON SE LEHETNE MEGTARTANI

THEY CANNOT BE KEPT IN ONE PLACE ON A LEASH

TEDD, MERT KELL! (KAZINCZY)

DO IT, FOR YOU MUST! (KAZINCZY)

DJAK

AWARDS

SZERZK

AUTHORS

IMPRESSZUM

IMPRINT

TARTALOM CONTENT


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A KREATV KD THE CREATIVE CODE

A KREATV KD

Az ember az egyetlen, aki a kreativitst gyakorolni tudja.sszerakja a vilgot, feldlja, majd jra sszerakja. Soha

nincs ksz. Az az emberisg vgt jelenten.

Klnsen egy olyan vilgban, amelyben a trsadalmak

sikeressgben eltrbe kerlt s meghatrozv

vlt a kreativits, a folyamatos innovci, a tudomny

s mvszet konvergencija.

Klnsen egy olyan vilgban, amelyben az emberisg

legnagyobb kihvsnak az tnik, tagjai miknt tudnak

egytt lni globlisan, ugyanakkor identitsukat

megrizve, szabadon.

Klnsen egy olyan vilgban, amelyben a kreatv kd

a designkd jelenlte jelzi egy trsadalom kulturlis

s gazdasgi llapott.

A krds az, hogy milyen trsadalmi preferencik

fogalmazdnak meg egy adott kzssgen bell, s

felsznre tr-e a jelen idej, kortrs igny az emberi let

minsgnek megvltoztatsra.

Ez elssorban kulturlis krds. Hiszen, ha krljrjuk

a design fogalmt, megkapjuk a mintzatot. Ott kezddik

a mintzat, hogy valamikor az opera volt az avantgrd,

ma a design az.

s azzal folytatdik, hogy a design nem stlusirnyzat,

s nem is a trendisg szinonimja, hanem magatarts-

forma. Folyamatos kritikja a megszoksoknak, az emberi

let minsgnek alapegysge, trsadalmi jelensg.

A clunk nem a kvets, hanem az j utak keresse,

a trsadalmi problmkra adott vlaszok sszessge.

Itt s most, Kzp-Eurpban, Magyarorszgon,

folytatlagosan. Arrl, hogy mi a kzs, a kzp,

a kzssgi, az eurpai.

s hogy ne felejtsem: a knyv, a Design vknyv.

Megcsinltuk. Elszr Magyarorszgon.

KOPEK GBOR

THE CREATIVE CODE

Only man can use creativity. Man assembles the world,ravages, then reassembles it. It is never finished. That

would mean the end of humanity.

Particularly in a world where creativity, unceasing

innovation, the convergence of science and art have

become prominent and dominant in the success

of societies.

Particularly in a world where the greatest challenge for

humanity seems to be how to coexist globally, while

retaining its identity, freely.

Particularly in a world where the presence of the creative

codethe design codesignifies the cultural and economic

condition of a society.

The question is what social preferences are voiced

within individual communities and whether the present,

contemporary need to change the quality of human life

surfaces.

This is primarily a cultural issue. For if you explore the

concept of design, you get the pattern. The beginning

of the pattern shows that opera used to be avant-garde,

and now design is.

The pattern continues unfolding that design is not

an artistic movement or the synonym of being chic,

but an attitude. It is a constant criticism of routines,

a fundamental unit of the quality of human life,

a social phenomenon.

We do not aim to follow, but to seek new paths, the totality

of answers given to social problems. Here and now,

in Central Europe, in Hungary, continuously. About what

is collective, central, community, European.

Oh, lest I forget: the book, the Design Yearbook. We did it.

For the first time in Hungary.

GBOR KOPEK


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MAGYAR DESIGN VKNYV SZVEG: HALASI RITA MRIA

A Moholy-Nagy Mvszeti Egyetem a magyar design-trtnet alaktsban mindig is komoly sllyal, vezet

szerepben volt jelen. Az egyetem szellemi mhely ltbl

immanens mdon kvetkezik, hogy a nemzetkzi szak-

mai prbeszdbe rsos mveken keresztl is bekapcso-

ldik, vagyis szakknyveket, szakfolyiratokat jelentet

meg. A hazai designlet taln a designrecepci terletn

halmozta fel legnagyobb adssgt, s ez a deficit mraolyan erss vlt, hogy komolyan akadlyozza tovbbl-

psnket, s jelentsen lernykolja nemzetkzi lthat-

sgunkat. A MOME mint a kreatv ipar legitim s hiteles

szereplje ezt az anomlit prblja felszmolni kt j

kiadvnyval, a Magyar Design vknyvvel s tudomnyos

igny szakfolyiratval, a Disegnval. A 2007 ta ltez

Made in MOMEknyvvel egytt a fent emltett szellemi

termkek a hazai designlet valamennyi szintjt kpesekfedni. A szakfolyirat az akadmiai szint diskurzust indtja

el, az egyetemi vknyv a felsoktats szereplihez szl,

mg az vknyvet a designszcna valamennyi szereplje

haszonnal forgathatja, a szakpolitikai dntshozk csak-

gy, mint a dikok vagy az rdekld laikusok. Az online

s offline formban is elrhet, vlemnyforml kiadv-

nyok jelenlegi ismereteink szerint a tudstranszfer legha-

tkonyabb eszkzei kz tartoznak.

A teljes angol fordtssal megjelen Magyar Design vknyv

2013hinyptl munka, amely szakmai kzssgnk tbb

vtizedes adssgt rendezi, ugyanakkor lehetv teszi,

hogy a nemzetkzi prbeszdbe emelt fvel lphessnk be.

sszegz mdon, koncentrlt formban jelenleg semmi-

lyen knyv nem foglalkozik (s az elmlt vtizedekben sem

foglalkozott) a kortrs magyar designnal, holott minden

designtudatos s a kreatv ipart stratgiai gazatknt

kezel nemzetnek van vknyv tpus kiadvnya.

A Magyar Design vknyvlte az egsz hazai design-

szakma rdeke. A hazai s a klfldi szakembereknek,

a designereknek s az rdekld nagykznsgnek eleddig

csak atomizlt informcija volt arrl, hogy mi zajlik a ma-

gyar designszcnban, hogy ezek a jelensgek paritsban

vannak-e a nemzetkzi folyamatokkal, egyltaln mik

a kortrs hazai design sajtszersgei, melyek a legjellem-

zbb irnyai. A design egyes szakterletei kztt mg min-

dig nincs tjrs, informciramls. A tervezk tbbs-

gnek nincs informcija arrl, hogy a sajt szakmjn tl

mi is trtnik a magyar designletben, milyen nemzetkzi

eredmnyeink vannak, hol tartunk, melyek a sikergazatok.

Termszetesen a knyv nem szektorikusan/anyagelven

kzelt az egyes tervezi irnyokhoz, gy szerepe lehet

abban is, hogy segtse a designnal kapcsolatos j fogalom-

hasznlat s szemllet meghonostst, a szakmabelieks a nagykznsg krben egyarnt.

Az eredmnyek sszegzse, kommuniklsa s terjesz-

tse mindenkppen nveli a szakma hazai s nemzetkzi

presztzst, s erstheti a design irnti bizalmat, vagyis

a design trsadalmi integrcijt, szakemberek s laikusok

kztt egyarnt. A MOME ltal megjelentetett vknyvnek

egyrtelm zenete, hogy az egyetem egy olyan szellemi

mhely, amely nemcsak napi gyakorlata rvn alakt-ja a hazai designletet, de a sajt partikulris rdekein

tllpve felelsen gondozza is azt a designszcna tudatos

s aktv szerepljeknt.

A knyv vllalsnak megfelelen a hazai designszcna

2013-ban elrt eredmnyeire, figyelemre mlt alkotsaira

koncentrl. Egyrszt a kiadvny elejn tallhat esszk

formjban relevns hazai jelensgeket elemez, ms-

rszt specilis, a vilg nemzetkzi trendjeit is figyelembe

vev tematika/hvszavak mentn strukturlja az adott v

eredmnyeit. Az vknyvnek nem az a clja, hogy a 2013.

vi magyar designlet valamennyi szerepljt regisztrlja

s dokumentlja, sokkal inkbb tematikus vlogatsrl

beszlnk, amelyben egyms mell kerlt vkzi hallgati

feladat, diplomamunka s professzionlis termk. Term-

szetesen nem pusztn a MOME eredmnyeire koncentr-

lunk, hanem a magyar designlet egszre, gy a trsin-

tzmnyek s a nem a MOME-n vgzett designerek

alkotsai ugyanolyan sllyal szerepelnek a kiadvnyban,

mint a sajt terms, st, a klfldn l magyar terve-

zk sem kerltk el a figyelmnket. Mertsnk szn-

dkaink szerint teht a lehet legmlyebb, fkuszunk

a lehet legszlesebb.

A Magyar Design vknyvet 2014-tl kezdve remnyeink

szerint minden vben megjelentetjk.


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HUNGARIAN DESIGN YEARBOOK TEXT: RITA MRIA HALASI

Moholy-Nagy University of Art and Design Budapest hasalways been a leader and trendsetter of Hungarian design

history. The university is also an intellectual workshop,

which inherently entails that it is also provides written

input for international professional dialogues, i.e. through

the publication of technical books and magazines.

The Hungarian design scene may have amassed its

greatest debt in the reception of design. This shortfall hasescalated so much by now that it seriously hinders our

progress and significantly overshadows our international

visibility. As the legitimate and authentic player

of the creative industry, MOME intends to put an end to this

anomaly by two new publications, the Hungarian Design

Yearbookand the academic journal Disegno. The above

publications and the book Made in MOMEpublished since

2007can cover all levels of the Hungarian design scene.The journal launches academic discussions, the university

almanac addresses higher education stakeholders, while

the design yearbook will be useful for all design people from

policy decision-makers through students to keen laymen.

The opinion leader publications, available both online and

offline, are the most efficient means of knowledge transfer

as far as we know it.

The Hungarian Design Yearbook 2013 with full English

translation is a niche work settling our professional

communitys multiple decades of debt, while it also

empowers us to enter international dialogue with head

held high. There are no books out in the market presenting

a summary of contemporary Hungarian design in

a condensed form at the moment (nor has been one in

the past decades) despite the fact that each design-aware

nation that treats its creative industry as a strategic sector

has a yearbook-type publication.

The existence of the Hungarian Design Yearbookis

the concern for all Hungarian designers. Hungarian and

foreign professionals, designers and the public at large

have received only atomised information on what is going

on in the Hungarian design scene, if the happenings are

in line with international trends, or what the peculiarities

and typical movements of contemporary Hungarian

design are. There is still no crossover or information flow

between the individual fields of design. The majority

of designers have no information on what is happening

in Hungarian design life beyond their own fields, what

international achievements we have, where we are or

what success lines we have. Naturally, this book does not

take a sect oral / materialistic approach individual designtrends, consequently, it may be instrumental in helping

the establishment of new concepts, terms and approaches

in design for both professionals and the public.

The summary, communication and dissemination

of achievements certainly raise the prestige of the design

profession at home and internationally, and may increase

trust for design, i.e. the social integration of design, among

professionals and laymen. The Yearbookpublished byMOME has a clear message: the university is a think tank

that, besides shaping the Hungarian design scene by way

of its daily practices, disregards its own particular interests

and acts as a responsible patron, a conscious and active

player of the design scene.

The book, in line with its commitment, focuses on

the results and remarkable works of the Hungarian

design scene in 2013. The essays in the first part

analyse relevant Hungarian phenomena and structure

the achievements of the year by special themes/buzzwords

also in consideration of the global and international trends.

The Yearbookdoes not venture to register and document

all the players in the Hungarian design scene of 2013,

but rather presents a thematic selection that features

students school assignments, graduation works and

professional products side by side. Of course, we shall not

focus on the achievements of MOME only, but the whole

of the Hungarian design scene. This way the works of other

institutions and designers who graduated elsewhere receive

the same respect as our private works, including Hungarian

designers living abroad. Consequently, we give you

the largest possible variety and the widest possible focus.

We hope to publish the Hungarian Design Yearbookevery

year from 2014.


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KVESS ELTTEM!

KVET TERVEZS MAGYARORSZGONSZVEG: SZENTPTERI MRTON

KI TUDJA, TALN MOHCS TA JELLEMZ RNK

AZ A KISEBBSGI KOMPLEXUS, AMELY SZERINT

LEMARADTUNK A NYUGATTL. VAGY EZ INKBB AFFLE

SOSEMVOLT S MGIS RKK VELNK L TURNI

TOK? A FELEMSRA SIKEREDETT SZENT ISTVN-I

BEILLESZKEDS ELKERLHETETLEN VELEJRJA?

KOMP-ORSZG EGYETEMES IDEOLGIJA? MORBUS

HUNGARICUS? VAGY CSUPN A LTEZ SZOCIALIZMUS

KELLEMETLEN RKSGRL VAN SZ? BRHOGY

IS VESSZK, NMAGUNK LEBECSLSE S AZ

GYNEVEZETT FEJLETT NYUGAT MAJMOLSA J IDEJE

NEMZETI TRSASJTKUNK, EHHEZ KTSG NEM

FRHET! MRPEDIG A HONI DESIGNKULTRBANENNEK A TRSASJTKNAK EGYIK LEGTIPIKUSABB

FORMJA A KVET TERVEZS.


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KVESS ELTTEM!

A pldkat a komplexusos Nyugat fel fordulsra Szenczi

Molnr Alberttl Ady Endrig bven sorolhatjuk, s akkor

velk csak az nostoroz nyugatos rtelmisgi tpust,

s nem a mai tmegembert idztk meg. Pedig brmilyenmeglep is, a gyep elvt kvet kortrs bezrkzk, avagy

magyar finitistk s a Keletre nyit nj mdi smnok egyre

vszjslbban nvekv tbora is ebben a betegsgben

szenved minden hzng mellveregetsk ellenre. Mr

ha bennk a globlis vilg regionlis tmegfogyasztit,

s nem a flig sem megemsztett gondolatok hagymzas

delejezinek tmegt ltjuk meg. Brki brmit is mond-

jon, a bezrkzs s a Keletre menekls ppen a be nemilleszkeds, az Eurptl val leszakads flelme miatt

ersdik csak igazn mostansg.

A kvets mltja

A magyar designkultrban a kvet tervezsrl hatat-

lanul a kulturlis lemarads kisebbsgi komplexusa jut

esznkbe. Mintha bizony mindig nagyobbak szerettnk

volna lenni annl, s mindig kisebbnek lttuk volna ma-gunkat ahhoz kpest, mint amekkork valjban voltunk.

Mintha mindig keletebbre vagy nyugatabbra keresnnk

magunkat annl, mint ahol valjban lnk, Eurpban.

Ez az identitszavar makacs rksgnk. Pedig nem mi

vagyunk az egyetlen olyan orszg, ahol a msols kultrja

tarts hagyomnnyal br. India, Kna vagy az zsiai kistig-

risek Dl-Korea, Szingapr, Hongkong s Tajvan kreatv

adaptcira pl koppintkultrja kzismert. Egy szulitanrtrsam rviden gy foglalta ssze ennek lnyegt:

Megvesszk a TGV-t egyben, sztszedjk az utols szege-

csig, elemezzk minden porcikjt, aztn pedig csinlunk

egy jobb TGV-t! Azt is tudjuk ma mr, hogy John Heskett

a 2000-es vek kzepn megfogalmazott jslata, amely

szerint Kna mg vtizedekig nem tesz majd mst, mint

hogy msol, mr rg a mlt. Az okos kvet tervezk ma

mr a vilg innovcis lvonalba kerltek!

Az imitci nem pusztn a kzeli mltban bizonyult

termkenynek. A latinits szekunder kultrja sikerrel

imitlta s fejlesztette tovbb a primer grg kultra

eredmnyeit. A klasszikus antikvits korntsem szolgai

renesznsz imitcija pedig ugyancsak eurpai kultrnk

egyik legfnyesebb korszakt szlte meg. A creatio ex

nihilomtosza taln a romantika zsenieszttikjnak volt

igazn sajtja, az eurpai kultra minden ms idsza-

kban ismerte, s skrupulusok nlkl alkalmazta is az

eredetisgre fittyet hny, s az intertextualitsra pl

idzetpotikt, a spolit, vagy pp a patchworkt a hibri-

dits teht nem csupn a legmodernebb idket jellemzi.1

A magyar ks posztmodernben klnsen felrtkeldtt

hres pesti eklektika pldul, s annak mind a historizmus-hoz, mind pedig a szecesszihoz kthet formi minden

kvet voltuk ellenre egyedi rtkeket teremtettek. Ez

mg akkor is gy van, ha Le Corbusier az szempontjbl

rthet okokbl annak idejn hanyatt-homlok meneklt

a pesti eklektika ell, s csak a Tabn, illetve az esztergomi

bazilika nyerte el nlunk a tetszst keleti utazsa sorn.

Kzismert, hogy a magyar formanyelvet kitartan keres

Lechner dn is Londonban lelt r a megoldsra, ZsolnayVilmos trsasgban: a perzsa s indus motvumok kreatv

felhasznlsra. Marti Gza jegyzeteibl pedig kiderl,

hogy mg a japni mintk kvetsvel is kacrkodott

egy darabig.

A tudomnyszociolgia ksznheten Pierre Bourdieu-

nek rgta tudja, hogy a kreativits ltalban a kulturlis

mezk hatrn a legersebb, az igazi innovatrk mindig

perifrikon (t)jr hatrsrtk voltak, s lesznek is, s ko-rntsem csupn a fsodor sztrjai. Mrmost, a hatrsr-

tk hatatlanul kvetk is, hiszen a leggyakoribb esetben

mr meglv rtkek jrartelmezsvel, jraprosts-

val, illetve j kontextusba helyezsvel jutnak el forma-

bont jtsaikhoz.

Van rgi a nap alatt!

A fenntarthat lass tervezs ma taln leginkbb megha-troz szszlja, Alastair Fuad-Luke mr csaknem egy

vtizede brlja a kortrs designkultra jdonsgmnijt,

s rendre a tervezett elvls jegyben dbrg vilg-

raszl szemttermels innovcis letargijrl beszl.

Mint mondja, ahelyett, hogy mindennapi kreativitsunkat

a knyszeres jts hatrozn meg, inkbb a helyi erfor-

rsokra kellene koncentrlnunk, s a mr meglv rtkek

jrahasznostsn kellene trnnk a fejnket. Parven

voltunkban sokszor megvetett vagy eltitkolt felems

hagyomnyaink jrartelmezse eminens pldt nyjt-

hat erre! A ltez szocializmus COCOM-lists, koppint

kalzkultrja, a frccsnttt hamistvnyok, a szenvte-

len hangalmondsos VHS-kazettk msolt filmjeinek

s a tuningols, barkcsols fusinak a megtrt, de ettl

mg igenis rendszerellenes atmoszfrja leglis krlm-

nyek kztt, zlses formban rtelmezdhet jra.2A nylt

hozzfrs szoftvereknek s a nyitott tervezsnek (open

design) a szellemi tulajdonjog hamis retorikjbl degeszre


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hz kapitalista monopliumoktl egyre inkbb szabadulni

kpes szolidris vilga, a digitlis j kzmvessg szava-

tolhat ezrt. A vlsg miatt megtorpanni ltsz, m mg

e mrskeltebb formjban is fenntarthatatlan fogyasztikultra lass alternatvi knnyebben jratanulhatk egy

olyan orszgban, ahol mg genercik emlkezetben l

a globlis fogyaszts kort megelz csendesebb kor-

szak, amelyben ismeretlen volt a mrkazr (brand fatigue)

tapasztalata. A vrosi s gerillakertszkeds ma egyre

divatosabb formi ugyancsak nem lehetnek ismeretlenek

a hztji gazdlkods orszgban. Ahogy vidki nagysz-

leink is vajmi kevss rtenk, mi abban a men jdonsg,hogy megint biciklivel jrunk a munkahelynkre.

Az nrtkelsi zavaroktl terhelt, szervilis kvet terve-

zs egyltaln nem ktelez teht! Nem egyszer fordult

ugyanis el a trtnelemben, hogy a centrum a perif-

ritl kezdett el tanulni, s hogy a szegnyebb orszgok

elnyt tudtak kovcsolni a technolgiai htrnyukbl. Ideje

beltnunk ht, hogy a rendszervlts idejn mg valban

gyarmati voltunk identitszavara, a j reg patplizmusonnyugv flmveltsgnk, illetve langymeleg provincializ-

musunk s a sajt kultrnk valdi ismeretnek hinya

szolgltatott ki bennnket a Gorenje-turizmus s a reform-

kommunista mekdonaldizci mig hat, sok szempontbl

slyos kvetkezmnyeinek.3gy annak a kvet tervezs-

nek is, amelyik folyton-folyvst a gyors egymsutnban

levitzl nyugati s jabban keleti trendek utn lohol

csupn, reflektlatlanul. Mrpedig a termkletciklus-elmletbl rg megtanulhattuk: a mainstream divatok

rabjai sosem lesznek trendszetterek!

Divatba jn a trsadalom!

Gerillagynksgnk portflijnak cmlapjn szerepelt

ez a szlogenem, 2002-ben, akkoriban, amikor a trsadalmi

cl reklm s a trsadalmilag elktelezett tervezs

(socially responsible design,SRD) fogalmai mg csak

egy igen szk kr szmra voltak ismertek idehaza.

A b vtizede mg j szndk nyelvi humor mra

brl jellegv lett. Manapsg ugyanis mr a csapbl

is szocilis tervezs folyik, mindenki designaktivista

s trsadalmilag elktelezett! Hasonlan ahhoz, ahogyan

a globlis kapitalizmus felvsrolta a krnyezettudatos

szemlletet, s a zld, illetve fenntarthat

agymoss (ti. green washings sustainability

washing) a nagyvllalati marketing s PR alapvet

mdszerv vlt. Btran kimondhatjuk: a vlsg veiben

nagyzemre kapcsolt a szocilis agymoss (social

washing)is. Szarkasztikusabban fogalmazva: j zlet

immr a szegnysg! Semmi ktsg, a mai magyar

designkultrban ez a kvet tervezs legbosszantbb

pldja. A kapitalizmus ltrejtte ta rendre felzablja,

vagyis piacostja a maga ellenkultrjt ilyen volt

a punkzene bussan jvedelmez j hullmm szeldtse

pldul a nyolcvanas vek elejn. Ez termszetes.

Az azonban igen fj, ha kreatv szakemberek a valdi

cl kritiktlan szem ell tvesztsvel a trsadalmilag

elktelezett tervezs filozfijt sszekeverik a vllalatok

trsadalmi felelssgvllalsval (ti. corporate social

responsibility,CSR), s tehetsgket pusztn a nyugodt

lelkiismeret profitmaximalizls eszkzeknt

kamatoztatjk. Tisztelet a kivtelnek, vknyvnkbe

ilyen projekteket vlogattunk be.

1 A spolia(lat.) korbbi pletek ptanyagainak s dekoratv eleme-inek jrahasznostst jelenti, fknt emlkmveken. Olyan korok sa-

jtja volt a ks antikvitstl, amelyek nem rendelkeztek mg moderntrtneti tudattal, gy pldul memlkvdelmk sem igen volt.2 A COCOM betsz az 1947-ben alaptott Coordinating Committeefor Multilateral Export Controls els kt szavbl szletett. A listaa hideghbor tipikus velejrja volt, s arra szolglt, hogy lehetetlen-n tegye bizonyos a fegyverkezsi verseny szempontjbl perdnt

termkek exportjt a szovjet blokk orszgaiba.3 A Gorenje-turizmus kifejezs 1988 ta ismert, ebben az vben vezet-te be Magyarorszg a vilgtlevelet, aminek kvetkeztben Ausztrit

fknt htvgeken elrasztottk a nyugati luxuscikkekrt rkezmagyar turistk. A mekdonaldizci (McDonaldization)eredetileg

Georg Ritzer szociolgus fogalma volt a posztmodern trsadalmaklersra, elemzseibl azonban fjan hinyzik a posztszocialistaorszgok rendszervltozsainak rtelmezse gy a politikai elitekgazdasgi elitt szublimldsnak vizsglata.


15/220

FOLLOW ME AHEAD!

FOLLOW ME AHEAD!

FOLLOW-UP DESIGN IN HUNGARYTEXT: MRTON SZENTPTERI

IT MAY BE SINCE THE LOST BATTLE OF MOHCS,

PERHAPS, THAT WE HAVE BEEN NURTURING

AN INFERIORITY COMPLEX, WHEREBY WE ARE

FAR BEHIND THE WEST. OR CAN THIS RATHER

BE A NEVER EXISTED BUT ALWAYS PRESENT CURSE

OF TURAN? AN INEVITABLE CONSEQUENCE OF THE

KING SAINT STEPHENS ODD INTEGRATION EFFORTS?

THE UNIVERSAL IDEOLOGY OF THE FERRY COUNTRY?

MORBUS HUNGARICUS? OR IS IT JUST AN UNPLEASANT

HERITAGE OF THE EXISTING SOCIALISM? ANYWAY,

THE UNDERVALUATION OF OURSELVES, AND THE

IMITATION OF THE SO-CALLED ADVANCED WESTERN

WORLD HAVE BEEN A NATIONAL PARTY GAME FOR US,

WITHOUT A DOUBT! AND IN THE DOMESTIC DESIGN

CULTURE, A MOST TYPICAL FORM OF THIS GAME IS

FOLLOW-UP DESIGN.


16/220


Examples for looking complex-ridden to the West are

abound from Albert Szenczi Molnr to Endre Ady, and

they represent only the flagellant intellectuals with the

standards of the West, and not the men in the street ofour times. As surprising as it may be, the balefully growing

group of contemporary loners following the principle of

having a strip of land beyond the marchland, that is the

Hungarian finitists, as well as the new wave shamans

looking to the East also suffers from this disease, despite

all their ranting pretentiousness. At least as long as we see

regional mass consumers of globalism in them, instead

of bunch of delirious mesmerists suggesting merely halfbaked and adopted ideas. Whatever people say, both

loneliness and escape to the East are on the rise nowadays,

because of the fear of being unable to adapt, and left

behind Europe.

Following in the past

In the Hungarian design culture, follow-up design inevitably

reminds us of the inferiority complex associated withbeing left behind culturally. As if we have always wanted

to be bigger, and seen ourselves smaller than we actually

were. As if we have always wanted to find our substance

to the East or West, compared to where we actually were

in Europe. This identity crisis is a persistent heritage for us.

Note that we are not the only country where the culture of

copying has a great tradition. The copying culture built on

creative adaptation, which is inherent in India, China or theAsias little tigers (South Korea, Singapore, Hong Kong and

Taiwan) is widely known. One of my colleagues from Seoul

summarised this as follows: We buy TGV as a single unit,

take it apart to the smallest pieces, analyse every detail,

and then, we make a better TGV. We already know as well

that John Hesketts prediction from the mid of the 2000s,

whereby China would not do anything for decades, but

copying, has been superseded a long ago. Smart follower

designers have already become leading global innovators!

It is not only recently that imitation has proved productive.

The secondary Latin culture already managed to

successfully imitate and develop the products of the

primary Greek culture. And the far from servile imitation of

classical Antiquity in the Renaissance also gave birth to

one of the most fruitful eras of the European culture. Maybe

the myth of creatio ex nihilowas typical of the romantic

genius concept; the spolia, the poetry of re-usewhich all

totally neglect originality and build on intertextualityor the

patchwork were known, and unscrupulously applied in all

other eras of the European culture; therefore, hybridity is not

a characteristic of the most recent times only.1For example,

the famous eclecticism of Pest particularly appreciatedin the late Hungarian Postmodernism, as well as all of

its forms associated with historicism or the Art Nouveau

managed to create unique value, despite their imitating

nature. This would have happened, even if Le Corbusier

had, for quite understandable reasons, escaped head over

heels from the eclecticism of Pest, and appreciated only

Tabn or the Esztergom Basilica during his journey to the

East. It is widely known that, in his constant search for theHungarian form of expression, dn Lechner finally found

the solution in London, in the company of Vilmos Zsolnay:

it was a creative utilisation of Persian and Indian patterns.

Gza Martis notes also reveal that he even contemplated

the imitation of Japanese patterns for a while.

Thanks to Pierre Bourdieu, the sociology of science has

been long aware that creativity is usually the strongest on

the border between cultural fields, and at all times, the realinnovators have been, and will be the illegal trespassers

walking along or crossing peripheries, and not only the

mainstream superstars. However, trespassers are inevitably

followers too, since they most often achieve their non-

conforming innovations by re-interpreting, re-matching

existing values, and putting them in a new context.

There is something old under the sun!It is for almost one decade that Alastair Fuad-Luke, one

of the most influential advocates of the sustainable slow

design has been criticising the novelty orientation of

contemporary design culture, and keeps talking about the

innovation lethargy associated with the massive global

waste production in the name of planned obsolenscence.

He claims that, instead of having compulsive innovation

define our everyday creativity, we should rather concentrate

on local resources, and contemplate the re-use of existing

values. The re-interpretation of our odd traditions, which

we often dislike or hide as parvenus might be an excellent

example for the above. The heritage of our existing

Socialism, that is the COCOM-listing, copying pirate

culture, the die-cast fakes, the copied VHS videotapes with

dead-pan dubbing, and the atmosphere of modding, DIY

moonlighting, which was tolerated, but still subversive,

may be assigned a new meaning in a lawful context

and sophisticated form.2This might be guaranteed by

FOLLOW ME AHEAD!


17/220

FOLLOW ME AHEAD!

the solidary world of open source software and open

design,which is increasingly independent of the capitalist

monopolies earning vast amounts on the false argument

built on intellectual property rights, and the new digitalhandicraft trade. The slow alternatives of our consumer

culture, which seems to have come to a standstill, due to

the crisis, but still unsustainable, even in this moderate

form, are easier to re-capture in a country, where there

are generations still remembering the more peaceful era

preceding that of global consumption, in which brand

fatiguewas an unknown experience. The increasingly

fashionable forms of urban and guerrilla gardening shouldnot be regarded as completely new either in a country rich

in house farming traditions. Likewise, it would be hard for

our grandparents on the countryside to understand why

it is so cool that we go to work by bike again.

Therefore, a servile follow-up design supplemented with

self esteem disorders is by no means mandatory! It is

not unprecedented in history that a centre starts to learn

from the periphery, and that poorer countries can turntheir technological disadvantage into an advantage. It is

time to understand that, at the change of the regime, it

actually was the identity crisis associated with our colonial

dependency, our semi-education built on the good old

procrastination tendency (patplism), our lukewarm

provincialism, and the unawareness of our own culture

exposed us to the grave and persistent consequences

of the Gorenje tourism and the reform communistMcDonaldization.3And also to the follow-up design

methodology that entails a constant chase of the western

and lately easterntrends disappearing in

rapid succession, and without reflection.

Although we could have learnt for a long time from the

theory of product life cycle that slaves of mainstream

trends will never become trend setters.

The society becoming fashionable

The cover page of our guerrilla agencys portfolio featured

my slogan above in 2002. This was at a time when the

concepts of social advertisement and socially responsible

design(SRD) were known to a very limited domestic

audience only. What counted linguistic humour little more

than one decade ago has a critical edge by now. Given

that, in our days, social design is a constant issue, and

everybody is a design activist and socially responsible.

Similarly to way global capitalism purchased the

environmentally responsible approach, and green washing

and sustainability washingbecame part of the standard

corporate marketing and PR methods. We can safely

declare that, in the years of the crisis, social washinghas

also switched to power mode. To be a little more sarcastic:

poverty is a good business now! Without a doubt, this

is the most embarrassing example for follow-up designin the contemporary Hungarian design culture. Since its

birth, capitalism has constantly consumed, i.e. marketed

its own counter-culture; one example is the taming of

punk music into new wave at the beginning of the 80s.

This is natural. However, it is really embarrassing when, by

loosing sight of the actual target without criticism, creative

professionals confuse the philosophy of socially responsible

design with corporate social responsibility(CSR), andearn on their talent by using it as a profit maximizing tool

without scruples. Kudos to exceptions, we have included

exceptional projects only in our catalogue.

1 Spolia(Latin) means the re-use of the building materials anddecorative elements of former buildings, particularly in monuments.As of the late Antiquity, it was characteristic of eras that did not yethave a modern historical concept, and therefore, were not committed

to protecting historical monuments either.2 The acronym COCOM derives from the first two words in the name ofthe Coordinating Committee for Multilateral Export Controls establishedin 1947. The list was a typical product of the Cold War; it served toprevent the export of certain productsconsidered essential, in termsof the arms racein the countries belonging to the Soviet block.3 Gorenje tourism is a term known since 1988, when the globalpassport was introduced in Hungary, and as a consequence, a waveof Hungarian tourists rushed to Austria, particularly during weekends,in search of western luxury goods. McDonaldization is a conceptoriginally developed for the description of Postmodern societies by

Georg Ritzer, sociologist. However, his analyses inexplicably fail toprovide an interpretation for the change of regime in the Post-Socialistcountries, and thus, to review the transformation of the former politicalelite into economic elite.



18/220



DIVATSZ A STARTUP, DE MEDDIG?SZVEG: KOVCS DNIEL

RES BUDAPESTI KIRAKATOKON A MAGYAR ZLETI

LET FELTR S BEFUTOTT ARCAI MOSOLYOGNAK

A JRKELKRE. A NEMZETGAZDASGI MINISZTRIUM

LLAMTITKRA BEJELENTI, HOGY -RA

BUDAPEST LESZ EURPA STARTUPKZPONTJA,

A FORBES MAGYAR KIADSA PEDIG VITASOROZATOT

INDT A TMBAN. A STARTUP HVSZV LETT

A MAGYAR GAZDASGI LETBEN, S KIS KSSSEL

A KORMNYZATI KOMMUNIKCIBAN IS. MI A HELYZET

A DESIGNEREKKEL?

A startup fogalmnak tartalma folyamatosan vltozik.

Nhny vvel ezeltt mg mindenki indul cgeket rtettrajta, mra viszont tzsdn jegyzett, millis bevtel vlla-

latokra is hasznljk. Mg az angol zleti szhasznlatban

kifejezetten gazdasgi modellt jelent, a kznyelvben gya-

korlatilag brmilyen, nagyjbl 2000 utn alaptott, eredeti

tletre pt, gyors nvekedsi plya eltt ll vagy azon

mozg cgre alkalmazzk. Az azonnali magyar asszoci-

ci a triumvirtus: a prezentci mfajt jrartelmez,

negyvenmilli felhasznlt tllpett Prezi, az l video-kzvettsben dobbant UStream s a mobil tvoli elrst

biztost LogMeIn az a hrom cg, amely budapesti in-

dulssal futott be nemzetkzileg is impozns plyt. Mint

pldjukbl is kitnik, a startup a mdia s fogyasztinak

nagy rsze szmra alapveten a digitlis technolgihoz

kapcsoldik, m ez a jelentsrteg is folyamatosan vltozik.

A startup-koszisztma fejldse a rgi minden orsz-

gban magnkezdemnyezsekkel indult, hlzatpts,tapasztalatcsere, nemzetkzi kapcsolatpts s finan-

szrozskeress cljval. A mig alapveten szemlyisg-

kzpont magyar kzssg sajttermkeken (InsiderBlog,

The Pitch) s olyan, rszben hazai, rszben nemzetkzi

eredet esemnyeken keresztl szervezte magt, mint

a 2008-ban indult StartUp Underground sorozata,

a Colabs Elevator Pitch Competition (2010, 2011), az ugyan-

csak a Colabshoz ktd Startup Weekendek s a vidken

megrendezett Startup Schoolok, a Startup Sauna Buda-

pest, a Pioneers Unplugged vagy a Hackathon. A Buda-



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pesten 2014-ben nyitott Google Ground oktat- s tu-

dskzpont mutatja: mra a legnagyobbak is beszlltak.

Nhny v alatt megsokszorozdtak a finanszrozsi

lehetsgek is, mondhatni: vlogatni lehet zleti angya-lok, alapkezelk, kockzatitke-befektetk kztt, a ha-

gyomnyos inkubcis programok mellett pedig megje-

lentek olyan specilis kezdemnyezsek is, mint a Kitchen

Budapest mentorprogramja.

A startup-koszisztmba komoly llami pnzek ram-

lanak, a 2010-es vekben elssorban az unis JEREMIE

programon keresztl, amelynek helyi mutciit a min-

denkori kormnyok alaktjk sajt kpkre. A kzvetlenla vllalkozsoknak juttatott plyzati forrsok mellett

kt ve llami tkebefektet alap mkdik, s lefutott

az inkubtoroknak hirdetett Gazella 1.0 program. Emellett

az llam igyekszik privt partnersgeket is ltrehozni. 2013.

november 5-n mutatta be a Nemzetgazdasgi Miniszt-

rium s a Nemzeti Innovcis Hivatal a sikeres startupok

kpviselibl s a hazai koszisztma vezet alakjaibl

ll Budapest HUB munkacsoporttal kzsen ltrehozott,Runway Budapestnek keresztelt programot a 2014 s 2020

kztt lehvhat eurpai unis forrsok helyes felhasznl-

sra s a magyar startupcredo ltrehozsra.

Kzp- s Kelet-Eurpban mindentt kitrsi pontknt

tekintenek a startupokra, segtsk fontos kormnyzati cl.

Magyarorszgon tbb llami intzmny azt is felismerte,

hogy remekl hasznlhatk kommunikcis clokra: b-

sggel knlnak sikertrtnetet, s ltvnyos esemnyekrept infrastruktrjuk folyamatos csatlakozsi lehet-

sggel kecsegtet. A piacrl meglni prblk egy rsze

joggal vlheti gy: az llam elssorban a sikerpropaganda

rszeknt tekint a jrszt magnerbl ltrejtt startup

koszisztmra, illetve szelektv a preferlt rsztvevket

illeten; ezzel pedig ellentmond az nllsgra, az egyni

boldogulsra s a kitart munkra pt, na meg persze

a nemzetkzi plyra mretezett szemllettel.Nehezen tudna krosabbat csinlni az llam, mint ha

az amgy is tlhizlalt tkepiacba mg adfizeti millirdo-

kat is pumpl jelenti ki Bojr Gbor, a Graphisoft s az

Aquincumi Technolgiai Intzet alaptja.1Szerinte az llam

dolga csak az tlthat szablyozs, a stabil adrendszer,

a jogbiztonsg s a magas szint kzoktats megteremt-

se lenne. A European Entrepreneurship Foundation alapt

elnke, Zboji B. Pter a Runway Budapestre hivatkozva

ennl finomabban fogalmaz: Az llamnak kataliztorszere-

pe van, teht a folyamatban nem vesz rszt, csak elsegti

s ersti azt.2Hild Imre, a Magyar Kockzati- s Magn-

tke Egyeslet Global Entrepreneurship Ambassadorja sze-

rint a finanszrozsi mdokat is komolyan t kell rtkelni:

A vilg meghaladta a rgimdi feltalls-szabadalmasplyzatos gondolkodst.3

Oldalakon keresztl sorolhatnnk az llami intzmnyek le-

hetsges feladatait a vllalkozi kedv javtsra, az oktatsi

szemllet megvltoztatstl a Budapest-kzpontsg

oldsn, a regionlis egyttmkdsek tmogatsn t

a brokratikus korltok eltntetsig. Sajtos, az llam sze-

repn taln tlmutat, ugyanakkor rvnyes problma az is,

hogy tbb hagyomnyos szakterleten nehezen rtelmez-het a startup fogalma s az koszisztma egsze. A start-

up a gyorsan fejleszthet, gyorsan berobban s gyorsan

tovbbadhat innovcik vilga nem vletlenl emlkez-

tet tbbeket a digitlis piacra, online marketingre s m-

diatartalomra pt infokommunikcis cgek mostani

startuplza az els dotkomlufira. A startupok tbbsge

ebbe a kategriba sorolhat a kzp-kelet-eurpai rgi-

ban is; igaz, a vonatkoz elemzsek is pp ezen a trenhivatkoznak a rgi potenciljra lehetsges kitrsi

pontknt.4Miutn a hagyomnyosan kreatv s innovatv

szakmnak tekintett design klasszikus mfajai komolyabb

infrastruktrt, befektetst, hosszabb bevezetst ignyel-

nek, s az esetek j rszben szemlyes brandre alapoznak,

hatatlanul a httrbe szorulnak az olyan, a digitlis vilgra

specializlt (ezzel egytt interdiszciplinris) szakterletek

mgtt, mint a user experience design, az interface designvagy az interakci-design.

Dacra annak, hogy a Magyar Formatervezsi Tancs mr

2007-ben megjelentette a plyakezd, fiatal tervezmv-

szek szmra kiadott Startup Guide-ot, reaglva ezzel az

iskolai kpzs hinyossgaira, a magyar (s a kzp-

eurpai) sajt nem zeng a huszonves divattervezk,

kzmvesmhelyek, animcis rendezk cges sikertrt-

neteitl s vllalkozi karrierjtl. Nyilvn nem a tehetsg-ben van hiny, s az is biztos, hogy erre a szakmai tudsra

szksg van az okos ktyk s a tetszets interface-ek

vilgban. Inkbb a prioritsokat kijell stratgia, az arra

pl tudstmogatsi rendszer, valamint az rzkeny

szakma s a startup meglehetsen agresszv zleti vilga

kztti medici hinyzik.

A designstartupok tjai igen eltrek. Az okos ajtkilin-

cseket gyrt magyar iBlueOpen killtott a CES 2014-en.

A 2012-ben alaptott krakki Estimote, amely formaterve-

zett okostelefon-szenzorokat llt el, zleti angyalokon,



20/220

majd komoly tkebefektetkn keresztl jutott a siker

kapujba. A romn FaceRig, amelynek szoftvere lehetv

teszi, hogy egy tlagos webkamera segtsgvel brmilyen

llnybl virtulis animcit ksztsnk, az eredeti clokatmessze tllpve az Indiegogo segtsgvel gyjttte ssze

az alapokat. Mostanra viszont Magyarorszgon is akko-

rra ntt a startup-koszisztma, hogy elkezdje keresni

a szoksostl eltr lehetsgeket. A magyar divatmr-

kk kzl kt, a startupletkorbl mr jcskn kintt cg:

a Nanushka s a USE unused is privt tkebefektet, kt

szemlyes mrka, a Dora Abodi s a REKAVAGO pedig az

llami Szchenyi Tkealap segtsgvel tudott szintetlpni. Ugyancsak szemlyes mrkaknt pti cgt a fiatal

formatervez, Toronyi Pter; Papr!kum nev fszerrlje

a befektetnek ksznheten hamarosan megjelenik az

zsiai piacokon.

Mg a fenti tervezk egyrtelmen a nemzetkzi piacra

trnnek be, a designstartupok jelents rsze a bels

keresletre fkuszl, ami az ezzel kapcsolatos negatv

vlekedsek ellenre nem felttlenl tvt. A regionliskapcsolatokat meglepen kevesen prbljk kihasznlni,

elssorban a nyelvi nehzsgek, msodsorban a perspekt-

va (valamint az ezzel rendelkez mentorprogramok) hinya

miatt. Pedig a kzp-kelet-eurpai rgi orszgai szmos

gazdasgi s kulturlis prhuzamot mutatnak, radsul,

mg egyesvel nehzkesen, rgiknt mr rtelmezhetk

a globlis piac szmra is. Tegyk hozz: egyrtelmen

akadnak kzs fkusztmk a divat, a formatervezs vagya trgyalkots tern, mg ha ezek specilis szakterletek

is. Ilyenek pldul azok a fejlesztsek, amelyek a htr-

nyos helyzetek megsegtsnek gondolatbl indulnak

el, mint az rzkelsre kpes bolgr mkz, a Smart Hand

(Chipo Labs), vagy a kerekesszk-vezrlsre kifejlesztett, de

rengeteg ms clra is hasznlhat magyar GyroSet (Now

Technologies). Az online divat- s designkereskedelem

plyjn jtszik a cseh Designeros, a lengyel SHOWROOMs a MyBaze, vagy a 2008-ban alaptott online vintage

shop, a litvn Vinted, amely 2014 februrjban jelentett be

komoly tkebefektetst.5Fontos fkuszterletnek szmt

a 3D nyomtats s annak kapcsold gai, olyan gyorsan

nvekv regionlis szereplkkel, mint a litvn CGtrader

s Rilbits, a lengyel Jelwek, Pirx s Zortrax, illetve a finn-

szt Fabulonia. Egyre tbb az olyan designrzkeny user

interface fejleszts is, mint a cseh Kaicore vagy az egyedi

knyvappeket publikl ukrn digitlis kiad, a Gutenbergz.

A lehetsges egyttmkdseket mg egy fontos tnyez

akadlyozhatja: a trtnelmi rivalizls. Loklis szempont-

bl nem mindegy, hogy Bukarestet, Bcset, Varst, Vilniust

vagy Budapestet emlegeti a vilg a rgi startupfvro-

saknt pedig a nagy kpet szemllve ez egyltaln nem

szmt. Magyarorszgrl nzve igenis rdekes s tanuls-

gos, mit csinlnak a romnok, az sztek s a litvnok. A j

irnyra plda a 2014-ben indult Central European StartupAwards, amelynek rszeknt a budapesti Design Terminl

kln designerstartup-djat is kioszt.

Ideje folytatni a regionlis sikertrtneteket. Szksg

van egy kzp-kelet-eurpai Skype-ra mondja a hor-

vt Codeanywhere CEO-ja, Ivan Burazin.6A rgi most

a brmi megtrtnhet korszakt li, mint azt bizonytja

a 2014 prilisban nyolcmilli eurs befektetst bejelent

horvt elektromosaut-gyrt Rimac, a Kickstarteren majdflmilli dollrt gyjt lengyel NeuroOn alvmaszk, vagy az

1,34 milli eurs befektetssel orszgos rekordot dnt on-

line infografika-kszt program, a lett Infogr.am. Klnle-

ges trtnetek, de bizonytjk: innen is meg lehet csinlni.

Egyedl azonban nem fog menni.

1 Bojr Gbor: A bauxitot tall diszn s a magyar startupok.

Forbes,2014. 04. 89.2 Zboji B. Pter: Entrepreneurship mindentt. Forbes,2014. 04. 1012.3 Hild Imre: Sok finesz kis helyen. Forbes,2014. mrcius, 1012.4 Szabo, Balazs: How Central Eastern Europe Is Transforming FromOutsourcing To A Real Tech Hub. Forbes.com,2013. oktber 10.URL: www.forbes.com/sites/ciocentral/2013/10/02/how-central-eas-tern-europe-is-transforming-from-outsourcing-to-a-real-tech-hub(letlts dtuma: 2014. jnius 4.).5 Jellemz, hogy a The Europas nev eurpai techstartupverseny dn-tje Divatstartup kategrijnak mind a ht szereplje online ruhz.6 We need a Skype of the CEE region. Interview with Ivan Burazin,

entrepreneur from Croatia. CEE Startups, 2014. janur 8.URL: www.cee-startups.com/2014/01/08/we-need-a-skype-of-the-cee-region-interview-with-ivan-burazin-entrepreneur-from-croatia/(letlts dtuma: 2014. jnius 4.).

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READY, SET, STARTUP

STARTUP IS THE CURRENT BUZZWORD,

BUT HOW LONG?TEXT: DNIEL KOVCS

UP-AND-COMING AND SUCCESSFUL FACES FROM

THE HUNGARIAN BUSINESS LIFE GIVE A SMILE AT

PASSERS-BY ON THE SHOP-WINDOWS OF VACATED

STORES IN BUDAPEST. THE SECRETARY OF STATE OFTHE MINISTRY OF NATIONAL ECONOMY ANNOUNCES

THAT BUDAPEST WILL BECOME THE STARTUP CENTRE

OF EUROPE BY , AND THE HUNGARIAN EDITION OF

FORBES LAUNCHES A SERIES OF DISCUSSIONS ON THE

TOPIC. STARTUP: IT HAS BECOME A REAL BUZZWORD

IN HUNGARIAN ECONOMIC LIFE AND, WITH A SHORT

DELAY, IN THE GOVERNMENTS COMMUNICATION. AND

WHAT ABOUT DESIGNERS?The meaning of the concept startup is continually changing.

A few years ago everybody construed it as a recently

established enterprise, and today the word is also used for

large companies with revenues above a million, quoted at

the stock exchange. While in business English language it

expressly means an economic model, common parlance uses

it virtually for any company founded after ca. 2000, based ona genuine idea, that is ahead, or in the course, of a trajectory

of rapid growth. An immediate association in Hungary will

be the triumvirate: Prezi with its over forty million users that

reinterpreted the genre of presentations, UStream springing

ahead in video broadcasting, and LogMeIn, a provider of

mobile remote accessthese are the three companies that,

after a launch in Budapest, have run a career imposing even

from an international perspective. Their examples make itclear that the media and most of its consumers associate

startups fundamentally with digital technology, but that layer

of meaning is also continually changing.

In every country in this region the evolution of the startup

ecosystem began with private initiatives aimed at

networking, exchange of experience, building international

relations and fundraising. The Hungarian community,

personality-centred to date, has organised themselves

in the press (InsiderBlog, The Pitch) and at such events,

partially domestic and partially international, as the StartUp



22/220

Underground series launched in 2008, the Colabs Elevator

Pitch Competition (2010, 2011), the Startup Weekends

also related to Colabs, the Startup Schools delivered in

the provinces, the Startup Sauna Budapest, the PioneersUnplugged or the Hackathon. The Google Ground training

and knowledge centre opened in 2014 shows: even the largest

companies have joined by now. Funding opportunities have

been multiplied over the last few years to an extent that

you can, so to say, cherry-pick from business angels, fund

managers and venture capital investors, and, in addition to

traditional incubation programs, special initiatives have also

appeared, such as Kitchen Budapests mentor program.Big state monies have also been pumped into the startup

ecosystem, primarily through the EUs JEREMIE program in

the first decade of the millennium, whose local mutations

the national governments at any time shape to their own

taste. Apart from tender/competition funds directly allotted

to enterprises, a state-run capital investment fund has been

operated for two years, and a program called Gazella 1.0

was also run for incubators. Besides, the Hungarian statealso strives to create private partnerships. On 5 November

2013, the Ministry of National Development and the National

Innovation Office presented the program called Runway

Budapest, created jointly with the Budapest HUB working

group made up of representatives from successful startups

and leading figures of the domestic ecosystem, for the

proper use of EU funds available between 2014 and 2020 and

for creating a Hungarian startup credo.Everywhere in Central and Eastern Europe, startups are

looked at as breakthrough points, and supporting and

assisting them are important governmental goals. Several

Hungarian government agencies have recognised that

they can be excellently used for communication purposes:

they provide an abundance of success stories and their

infrastructure built on spectacular events promises

continuous joining opportunities. Some of those who tryto survive in the market may rightfully think that the state

regards the startup ecosystem developed mainly from

private funds as part of their success propaganda, and

that they are biased in selecting the preferred participants,

by which they defy the approach that is based on

independence, personal welfare/development and hard work

and, of course, aiming to build up an international career.

The state could hardly do anything more harmful than

pumping taxpayers billions into a capital market that

is over-fattened anyway, says Gbor Bojr, the founder

of Graphisoft and the Aquincum Institute of Technology.1

According to Bojr, a states duty would only be to create

transparent regulations, a stable tax regime, legal certainty

and a high-level public education. Referring to the RunwayBudapest, Pter B. Zboji, the founder-president of the

European Entrepreneurship Foundation puts it more mildly:

A state has a catalyst role, i.e. it does not take part in the

process but promotes and reinforces it.2According to

Imre Hild, the Global Entrepreneurship Ambassador of the

Hungarian Private Equity and Venture Capital Association,

modes of funding will also need to be thoroughly re-

evaluated: The world has surpassed the old inventor-patentee-tenderer way of thinking.3

You could make a list of several pages about government

agencies possible duties to promote entrepreneurship, from

changing the approach in education through dissolving

the Budapest-centred attitude and supporting regional

partnerships up to eliminating bureaucratic barriers.

Possibly going beyond the states roles, another particular

and prevalent problem is that the concept of startups andthe entire ecosystem are difficult to apply in a number of

traditional professional areas. Startups are associated with

innovations that can be quickly developed, can quickly burst

in and can be quickly passed onit is not by accident that

todays startup fever among info-communication companies

building on the digital market, online marketing and

media contents reminds many people of the first dot-com

bubble. Most startups belong to that category even in theEastern Central European region; true, however, the relevant

analyses refer to our regions potential exactly in this field

as a possible break point.4As the classic genres of design,

a profession considered traditionally creative and innovative,

require major infrastructure, investment and longer

introduction, and rely in most cases on personal brands, they

inevitably fall behind such professional (and at the same

time interdisciplinary) areas specialised in digital worlds asuser experience design, interface design or interaction design.

Although the Hungarian Design Council published a Startup

Guide to early-stage young design artists back in 2007,

thus responding to the deficiencies in school education,

the Hungarian (or Central European) press does not resound

corporate success stories or entrepreneurial careers

of twentyager fashion designers, handcraft workshops

or animation directors. Obviously, there is no shortage

of talent; and there is certainly a need for such professional

expertise and skills in the world of smart gadgets and

READY, SET, STARTUP


23/220

fancy interfaces. What is really missing is the mediation

among the priority-setting strategy, the knowledge support

system built on that, a sensitive profession and the startups

aggressive business arena.Design startup companies follow very different paths. The

iBlueOpen, manufacturing smart door-handles, exhibited

in the CES in 2014. Founded in Krakow in 2012, Estimote,

a manufacturer of design sensors for smart phones has

reached success through business angels, then major

capital investors. The Romanian FaceRig, whose software

allows you to make a virtual animation from any creature

with an average webcam, has superseded their initial goalsand collected the necessary foundations with the help

of Indiegogo. By now Hungarys startup ecosystem has

also grown big enough to begin looking for non-standard

opportunities. Out of Hungarian fashion brands, two

companies, well beyond their startup age, Nanushka and

USE unused have managed to step to the next level with

help from private investors while two personal brands, Dora

Abodi and REKAVAGO have done the same with help fromthe states Szchenyi Capital Fund. The young designer,

Pter Toronyi also builds his company as a personal brand;

thanks to investors, his spice mill Papr!kum will soon

appear on Asian markets.

While the above designers clearly wish to conquer

international markets, a significant part of design startups

focus on domestic demand, which, despite all the negative

views about it, is not necessarily a wrong path. Surprisinglyfew designers attempt to utilise regional relationships,

primarily for language barriers and, secondly, for the lack

of prospects (and of mentor programs that could provide

them outlooks). Yet, the countries in the Central Eastern

European region show numerous economic and cultural

parallelisms, and any one of them alone is difficult to

understand, their appearance as a region, however, could

be much more tangible, for the global market. Let us addto it: clearly, there are focal topics for them to share in the

field of fashion, design or creation of objects, even if they

are special areas. Those initiatives include, for instance,

the developments stemming from the idea of providing

help to the disadvantaged, like the Smart Hand (Chipo

Labs), an artificial hand capable of sensing from Bulgaria,

or the Hungarian GyroSet (Now Technologies) developed

for driving wheel-chairs but also usable for a large numberof other purposes. The players in the field of online fashion

and design trading include the Czech Designeros, the

Polish SHOWROOM and MyBaze, and the Lithuanian online

vintage shop Vinted, established in 2008, that announced

a major capital investment in February 2014.53D printing

and related branches qualify as significant focal points,with such rapidly growing regional actors as the Lithuanian

CGtrader and Rilbits, the Polish Jelwek, Pirx and Zortrax or

Finnish-Estonian Fabulonia. There is an increasing number

of design-sensitive user interface developments such as the

Czech Kaicore or the Ukrainian digital publisher Gutenbergz

that publishes individual book applications.

Potential co-operations can be hindered also by an

important factor, the historical rivalry. While from localperspective it does matter whether the world mentions

Bucharest, Vienna, Warsaw, Vilnius or Budapest as the

regions startup capital, it does not at all make a difference

if you look at the big picture. What Romanians, Estonians

and Lithuanians do looks interesting to local Hungarian eyes.

An example for the right direction is the Central European

Startup Awards launched in 2014 in the framework of which

the Design Terminal in Budapest also issues a specialdesigner startup award.

It is high time to carry on with regional success stories.

There is a need for an Eastern and Central European Skype,

says Ivan Burazin, the CEO of Codeanywhere in Croatia.6

The region is living in days when anything can happen

as exemplified by the Croatian electric car manufacturer

Rimacs announcement on an eight million Euro investment

in April 2014, the Polish sleeping mask NeuroOn collectingnearly half a million dollars on Kickstarter, or the Latvian

online infographics creating program called Infogr.am that

hit national records with a 1.34 million Euro investment. They

are special stories but they prove: you can make it from here.

But you cannot make it alone.

1 Bojr, G., A bauxitot tall diszn s a magyar startupok. Forbes,

April 2014, pp. 89.2 Zboji, B. P., Entrepreneurship mindentt. Forbes, April 2014, pp. 1012.3 Hild, I., Sok finesz kis helyen. Forbes,March 2014, pp. 1012.4 Szabo, B., How Central Eastern Europe Is Transforming FromOutsourcing To A Real Tech Hub. Forbes.com,October 10, 2013.URL: www.forbes.com/sites/ciocentral/2013/10/02/how-central-eastern-europe-is-transforming-from-outsourcing-to-a-real-tech-hu(date downloaded: 4 June, 2014).5 It is typical that all the seven finalists in the Fashion startup categoryof the European tech-startup competition The Europas were online stores.6 We need a Skype of the CEE region. Interview with Ivan Burazin,

entrepreneur from Croatia. CEE Startups,January 8, 2014.URL: www.cee-startups.com/2014/01/08/we-need-a-skype-of-the-cee-region-interview-with-ivan-burazin-entrepreneur-from-croatia(date downloaded: 4 June, 2014).



24/220

BUDAPEST KT KERKENSZVEG: HOFFMANN PETRA

RM LTNI, AHOGY A KERKPROZS HAZNKBANIS A VROSI KZLEKEDS EGYRE NPSZERBB,

ELFOGADOTTABB S MKDKPESEBB FORMJV

VLIK. AZ ELMLT VEKBEN A HTKZNAPI

KERKPRHASZNLK SZMA A FVROSBAN

DUPLJRA NTT, S A JL RZKELHET BELVROSI

KERKPROS-JELENLT AZT MUTATJA, HOGY

EGYRE TBBEN ISMERIK FEL A KERKPROZSBANREJL GYORS, EGSZSGES, KLTSGHATKONY

S KRNYEZETBART KZLEKEDSI FORMA

ELNYEIT. A VROSVEZETK VRL VRE NAGYOBB

HANGSLLYAL S LTVNYOS INTZKEDSEKKEL

SZTNZIK A KERKPROZST MINT ALTERNATV

KZLEKEDSI FORMT. EZT MI SEM MUTATJA

JOBBAN, MINT AZ EGYMST KVET KZSSGI

KERKPRKLCSNZ RENDSZEREK LTREJTTE ESZTERGOM UTN BUDAPESTEN S HAMAROSAN

SZEGEDEN IS BICAJOZHATUNK A VROSVEZETS LTAL

BIZTOSTOTT KERKPROKON.

BUDAPEST KT KERKEN


25/220

A Bubi fvrosi kzbringarendszere els krben 75 termi-

nlt s 1100 darab kerkprt mkdtet. Jllehet az ves

brlet ra eurpai mrcvel igen magas, a hazai felhaszn-

lk klnbz kedvezmnyekben rszeslnek. Amennyibensikeresnek bizonyul a Bubi Budapesten, a msodik fzis-

ban akr hromszoros mretre is duzzadhat a kzbringa-

hlzat az elkvetkezend vekben, gy a vrosi kzlekeds

legtlterheltebb szakaszait sokkal gyorsabban, vidmab-

ban, stresszmentesen tehetjk meg. Ezeket egszti ki

a folyamatosan bvl kerkprt-hlzat, s sznestik

azok a rendezvnyek, amelyek a bicajozst tmogat v-

rosvezeti szndk lenyomatai.A vrosi bringsok szmra a biciklizs letforma; bszkn

azonosulnak a kerkpros-szubkultrval, s a kzssg-

hez val tartozst elszeretettel kommunikljk trgyai-

kon, ltzkdskn keresztl. De lssuk, hogyan jutott

el a npszersg ilyen fokra nlunk is a vrosi bicajozs!

Kis budapesti bringatrtnelem

2004-ben a Magyar Kerkpros Klub s a fvrosi futr-kultra nhny elktelezett kpviseljnek kzs szerve-

zsben Budapest is csatlakozott a vilg legnpszerbb

kerkpros felvonulshoz, a Critical Masshez. A Critical

Mass (CM) kezdemnyezse egy hetvenes vekbeli stock-

holmi felvonuls tletn felbuzdulva 1992-ben ltott nap-

vilgot San Franciscban, ahol nhny v alatt tbb ezer

felvonult szmll mozgalomm ntt. Mra vilgszerte

tbb mint 300 vrosban rendeznek ilyen felvonulsokat,amelyeken alkalmanknt tbb tzezer lelkes kerkpros

tekeri vgig a legnpszerbb belvrosi tvonalakat. A leg-

jelentsebb eurpai kerkpros felvonuls, az 1977-ben

indult berlini Star Ride alkalmval 2011-ben 150 000 ember

tallkozott a clban a Brandenburgi kapunl.

A magyar Critical Mass tevkenysgnek kilenc ve alatt

a rendezvny az orszg tbb nagyvrosban is meghono-

sodott; vente kt alkalommal tzezrek pattantak nye-regbe, hogy kollektv jelenltkkel felhvjk a figyelmet

a vrosi biciklizs ltjogosultsgra. A CM sokkal tbbet

jelentett a fvros szmra egy lelkes, vente-ktvente

hatalmas tmegeket megmozgat brings felvonulsnl:

a kerkprozst krnyezettudatos, alternatv s rendkvl

divatos letformv lptette el. Eredmnyekpp vrl

vre egyre tbben vlasztjk a bringt, a kritikus tmeg

pedig az autsokat is nagyobb tolerancira sztnzi, akikmr-mr a vrosi kzlekeds egyenrang rsztveviknt

tekintenek a kerkprosokra.

2013-ban a Critical Mass szervezgrdja gy ltta, hogy

a kezdemnyezs mkdsnek kilenc ve alatt jszervel

mindent elrt, ami alulrl szervezd, nonprofit civil szer-

vezetknt lehetsges volt. Ezrt 2013-tl nincs tbb CM,felvonulsok rendezse helyett a szervezk a vrost rint

szakmai krdsekre, a mindennapos rdekkpviseletre

s olyan ltvnyos, kerkprozst npszerst programok

szervezsre koncentrlnak, mint a Nemzeti Fejlesztsi

Minisztrium kezdemnyezsben megvalsul Bringzz

a munkba!1kampny.

Kerkpron az letA budapesti bringzs alternatv letforma, ha gy tetszik,

a kzlekeds s a fenntarthat, egszsges letmd kr-

dsre adott sajtos designmegolds, mellyel kzelebb ke-

rlhetnk a vroshoz, testkzelbl lhetjk meg annak di-

namizmust, valamint azt a klnleges szabadsglmnyt,

amely a Vrbl legurulva, vagy a Szabadsg hdon thajtva

minden alkalommal elfogja az embert. Ha jobban megfi-

gyeljk kerkpros-kultrnkat, lthatv vlik az az ersemocionlis kapocs, amellyel a vrosi biciklistk a kerk-

prozshoz s maghoz a kzlekedsi eszkzhz ktdnek,

minl egyedibb megoldsokkal kommuniklva a szem-

lyisgket, az zlsvilgukat a biciklijkn, a ruhzatukon

s a kiegsztiken keresztl. Ezt a szellemisget kpviseli

a Hungarian Cycle Chic npszer blogja s az InStylemaga-

zinnal kzs szervezsben megvalsul rendszeres brings

divatbemutatk is, amelyek nemes egyszersggel azt pl-dzzk, hogy a vrosi bringzs nem felttlenl sport vagy

hobbi, hanem egyszeren csak felszabadt kzlekedsi

forma, melyet ppgy zhetnk csinosan hivatalba menet,

mint sportosan vagy knyelmesen a htvgn.

Egyedi zls, egyedi kerkpr

Ltvnyosan fejld kerkpros-kultrnk szmos bicikli-

pt mhely s manufaktra szmra teremtett tptalajtaz elmlt vek sorn. A nemzetkzi szakmai berkekben

is egyre elismertebb Mernyi Bicycles miskolci mhe-

lyben Mernyi Dniel keze munkjt dicsr darabok

szletnek. Dani a legends olasz kerkprptnl, Dario

Pegorettinl tanult, majd visszakltzve ltrehozta a hazai

made-to-measure bringapts elit alakulatt. Mhely-

ben egyni elkpzels s mret alapjn kszlnek gyny-

r, egyedi orszgti kerkprok, melyek mra nemzetkzikilltsok lland szerepliknt npszerstik a kis ltsz-

m tervezcsapat tehetsgt s szakrtelmt.



26/220

Hlgyek szmra knl egyedi vrosi bicajokat a Csajbringa

ktfs budai mhelye Kdr Viktor s Erd Zsolt a fenn-

tarthat szellemisg elktelezettjeiknt rgi kerkprok-

nak adnak j letet. A vllalkozs egyszeri tletbl az egyiklegsikeresebb hazai bringsmhelly fejldve valstja

meg a legklnflbb elkpzelseket.

A technolgiai jtsok llovasa a hazai kerkprtervezs-

ben a Stringbike tervezcsapata. A klnleges, lnc nlkli

hajtst tmogat elven mkd bicajok a Schwinn-Csepel

kerkprgyrtval egyttmkdsben kszlnek, s egye-

lre meglehetsen borsos ron rhetk el, de a tovbbi

fejlesztsek remlhetleg hamarosan lehetv teszika kltsghatkony kivitelezst. s ha mr Csepel, ak-

kor Csepel Royal! A npszer hazai kerkprgyrak kzl

a Csepel volt az els, amely a fixirletet (ez a futrkult-

rbl kintt, rkhajts kerkpr beceneve) meglovagolva

szmtalan vltozatban knlta megfizethet ron orszgti

stlus, m jellemzen vrosi hasznlatra kszlt bringit.

Az egyedisgre nagy hangslyt fektetve a Csepel webol-

daln a legaprbb rszletekig zlsnk szerint llthatjukssze a sajt Royalunkat, ami garantlja, hogy a bicajunk

soha nem jn velnk szembe a kerkprton.

Bringadivat

A bringzs trhdtsnak nvekedsvel termszetesen

a hazai kerkprosdivatot kpvisel tervezket is egyre

nagyobb npszersg vezi. Az UrbanLegend Gerby

Zsfinak a Moholy-Nagy Mvszeti Egyetemen 2011-benksztett diplomamunkjbl szletett divatmrkja

a mfaj hazai ttrjeknt elsknt ismerte fel a divat

tern mutatkoz piaci rst. Szezonrl szezonra stlusos,

minsgi s kifejezetten knyelmes kollekcikkal ruk-

kol el, ltzkeiben egyestve a biztonsgos biciklizs

knyelmt kiszolgl technikai megoldsokat s a csinos

kerkprozshoz elengedhetetlen stlusjegyeket.

Az UrbanLegend 2014-es tavaszinyri kollekcija Mo-holy-Nagy Lszl Formatervezsi sztndjban rszeslt.

Az elmlt vek sorn a szubkultra elengedhetetlen kieg-

sztiv vltak Vesms Jlia s Nea Peterca mrkjnak,

a Blind Chic.-nek a darabjai. Tskik stlust a termszetes

minimalizmus, a letisztult, praktikumot eltrbe helyez

formavilg jellemzi; Big Bag Wolf elnevezs alapdarabjuk

klnfle formai s stlusbeli mutcii mellett a kzel-

mlttl kezdve ruhk is sznestik a termkpalettt.A ZagonDesign a kerkprosdivat arnylag friss szerepl-

jeknt brbl kszti minsgi darabjait, melyek praktiku-

mukbl addan kivl kiegsztk, elegns megjelenskazonban tlmutat a sportos letmdon.

A kiegsztket sorolva mindenkpp emltsre mlt

Filczer Balzs 2013-ban dik kategriban Magyar Forma-

tervezsi Djjal kitntetett, DORA elnevezs buksisakja.

Klnlegessge, hogy beptett fnyforrsainak ksznhe-

ten lthatv teszi a kerkprost, s vilgt panelei hely-

zetjelzknt is mkdve a biztonsgos vrosi kzlekedst

szolgljk. Az International Bicycle Design Competitiondjval kitntetett termk 2015-tl lesz kaphat.

Bringa s kzssg

Termszetbl s hazai megjelensnek alulrl szervez-

d jellegbl addan a bringskultra kz a kzben jr

a kzssgi kezdemnyezsekkel, aminek remek pldja

a budapesti illetsg Cyclonomia programja. A magt

szocilis szvetkezetknt aposztrofl nonprofit szervezetmisszija, hogy kzssgi mhelyknt meghonostsa a DIY,

vagyis Csinld magad! szellemisget a kerkprosok

krben, megtantva ket a bringjuk sszelltsra, jav-

tsra s karbantartsra, mindezt kzssgi esemnyek

s gyerekfoglalkozsok keretben, a slow design szellemi-

sgt npszerstve.

A Budapest Bike Maffia 2011 karcsonyn fiatal bring-

sok ltal alaptott civil szervezetnek clja az nzetlen

segtsgnyjts rszorul civilek s intzmnyek rszre,

tmutats az egymsra figyels, az empatikus maga-

tarts s egy lhetbb vros megteremtse rdekben.

A szervezet tagjai adomnyokat gyjtenek, fznek a rszo-

rulknak, telt szlltanak, s alkalmanknt kzs teker-

sek keretben llatmenhelyekre ltogatnak el, gy hva fel

fontos trsadalmi problmkra nem csak a kerkpros-

kzssg figyelmt.

1 Lsd www.kerekparosklub.hu/bringazzmunkaba.



27/220

BUDAPEST ON TWO WHEELSTEXT: PETRA HOFFMANN

IT IS NICE TO SEE THAT CYCLING IS GAININGPOPULARITY, BECOMING AN ACCEPTED AND

FUNCTIONAL FORM OF URBAN TRANSPORT IN

HUNGARY. THE NUMBER OF PEOPLE RIDING EVERY

DAY HAS DOUBLED IN BUDAPEST, AND THE BIKERS

TANGIBLE PRESENCE IN THE CITY SHOWS THAT

AN INCREASING NUMBER OF PEOPLE FIND THE

BENEFITS OF THIS QUICK, HEALTHY, COST-EFFICIENTAND ENVIRONMENT FRIENDLY WAY OF TRANSPORT.

THE CITYS MANAGEMENT HAS SHOWN INCREASING

EMPATHY IN ENCOURAGING PEOPLE TO GET ON

WHEELS AS AN ALTERNATIVE FORM OF GETTING

AROUND, BY TAKING SPECTACULAR ACTIONS EVERY

YEAR. NOTHING IS BETTER PROOF OF THAT THAN

THE MUSHROOMING COMMUNITY OF RENT-A-BIKE

SYSTEMSFIRST IN ESZTERGOM, NOW IN BUDAPESTAND SOON YOU CAN RIDE BICYCLES SUPPLIED BY

MUNICIPALITIES IN SZEGED.



28/220

As the first phase, the Bubi public bike system in Budapest

now runs 75 terminals and 1,100 bikes. Although the price

of a yearly pass is rather high in a European comparison,

domestic users are granted various discounts. If Bubi

proves successful in Budapest, the network of public bikes

can be tripled in the coming years as the second phase,

allowing us to travel along the busiest urban transport

routes much quicker, cheerfully and free of stress. It is

complemented by the continual expansion of the bicycle

path network and is coloured by events that prove the city

managements firm intent to support cycling.

Cycling is a lifestyle for urban bikers, who are proudto identify with cyclists sub-culture and are keen to

communicate their identity on their accessories and

clothing. But lets take a look at how urban cycling has

become so immensely popular in Hungary.

A short history of bikes in Budapest

Organised by the Hungarian Cyclists Club and a few

committed representatives of the metropolitan bicyclemessenger culture, Budapest joined Critical Mass, the

worlds most popular event of bikers in 2004. Inspired by

an idea of a ride in Stockholm in the 70s, the Critical Mass

(CM) initiative saw the light of day in San Francisco in 1992,

and in a few years it grew into a movement with several

thousand participating bikers. By now, more than 300 cities

and towns worldwide organise cyclist parades where

sometimes ten thousands of enthusiastic bikers ride alongthe most popular routes in city centres. In Berlins Star

Ride, the most significant European cyclist event initiated

in 1977, some 150,000 people gathered in the finish at the

Brandenburg Gate in 2001.

Over the nine years of its operation, the Hungarian Critical

Mass has conquered several major cities where ten

thousands of people mount their bikes to draw attention

to the raison dtre of urban cycling by their collectivepresence twice a year. CM meant much more to the capital

than an enthusiastic cyclist event that mobilises enormous

masses twice a year: it raised cycling into an environment-

conscious, alternative and extremely trendy lifestyle. As

a result, more and more people opt for cycling every year,

and their critical mass inspires motorists to exercise more

tolerance, who, in turn, start regarding cyclists as coequal

participants in urban traffic.In 2013 Critical Mass organisers found that, over the nine

years of their functioning, their initiative had achieved

nearly everything that was possible as a bottom-up non-

profit non-government organisation. That is why there

has been no CM since 2013; as the organisers, instead

of organising events, focus on professional issues that

affect the city, on everyday interest advocacy and on

arranging spectacular campaigns to promote cycling

such as the Bringzz a munkba! (Ride to work!)1

initiative implemented with support from the Ministry

of National Development.

Life on a bike

Riding a bike in Budapest is a lifestyle or, if you like,a specific design solution to the questions of urban traffic

and of a sustainable, healthy way of life that allows you

to get closer to the city, to gain a direct experience of its

dynamism and the special feeling of freedom that you can

sense every time you roll down from the Royal Castle or

drive along the Szabadsg Bridge. Taking a closer look at

our cyclist culture, you can easily notice urban bikers strong

emotional link with cycling as well as with their vehicles,communicating their personalities and tastes with the most

unique solutions on their bicycles, clothing and accessories.

That spirit is represented by the popular blog of Hungarian

Cycle Chic and the regularly held bikers fashion shows co-

organised with the InStyle magazine, which exemplify with

noble simplicity that urban cycling is not necessarily a sport

or a hobby but a liberating form of transportation that you

can pursue in pretty clothes en route to the office or ina sporty, comfortable way on weekends.

Unique taste, unique bike

Our spectacularly evolving cyclist culture has created

ground for several bike-building workshops and

manufactories. More and more acknowledged even in

professional circles, the Mernyi Bicycles workshop at

Miskolc give birth to pieces in praise of Dniel Mernyishandiwork. Daniel learnt from Dario Pegoretti, the

legendary bike builder, then returning home he established

the Hungarian elite squad of made-to-measure bike

building. His workshop prepares beautiful made-to-

measure road bikes based on individual ideas that

popularise, as regular items in international exhibitions, the

talent and expertise of the small designer team today.

The two-man workshop Csajbringa (Chicks Bikes) offerscustomised city bikes to women: committed to the spirit

of sustainability, Viktor Kdr and Zsolt Erd lend new life



29/220

to old bicycles. Having grown from a single idea into one

of the most successful domestic bicycle workshop, the

enterprise implements the most versatile concepts.

The pioneer of technical innovations in domestic bike

building is the Stringbike designer workshop. The special

bikes operated with chainless drives are produced in

cooperation with the Schwinn-Csepel bicycle manufacturer

and currently available only at rather high prices but

further developments are hoped to allow cost-efficient

manufacturing to be achieved. And if Csepel, let it be

a Csepel Royal! Out of the popular Hungarian bicycle

factories, Csepel was the first to ride the fixie fad (this isthe nickname of fixed-gear bikes growing out of messenger

culture), offering innumerable versions of affordably-priced

bikes that are off road style but typically made for use

in cities. With special emphasis on uniqueness, you can

compile your personal Royal to the smallest details to your

own taste on Csepels website, which guarantees that you

will never see your bike approaching you along the bike path.

Bike fashion

In parallel with the continual expansion of cycling, the

designers representing Hungarian bike fashion are also

gaining more and more popularity. As the Hungarian

flagship of this genre, UrbanLegend, a fashion brand

evolved from Zsfi Gerbys degree piece for the Moholy-

Nagy University of Art and Design Budapest, was the first

to spot market niches in the trends, offering stylish, highquality and expressly comfortable collections season after

season, combining technical solutions serving for the

comfort needed for safe cycling and the design features

essential for being pretty on the way. The Spring/Summer

2014 Collection of the UrbanLegend awarded the Moholy-

Nagy Lszl Design Scholarship.

The accesories of Blind Chic., Jlia Vesms and Nea

Petercas brand, have become must have pieces of thesubculture over the recent years. The style of Blind Chic.

bags is characterised by minimalism, clean and frills-free

forms placing practicality in the forefront; and besides the

various formal and stylistic mutations of their basic piece

called Big Bag Wolf, clothes have also been widening their

product line recently.

As a relatively new actor in bikers fashion, ZagonDesign

makes their items of leather, which, due to their practicalnature, are excellent accessories for bikers, although their

elegant appearance goes beyond sporty lifestyle.

While listing accessories, we should by all means mention

Balzs Filczers bike helmet DORA, acknowledged with

the Hungarian Design Awards student category in 2013.

The special features of the helmet are its built-in lights

that make the cyclist visible; and its lighting panels also

function as position indicators, ensuring safe riding in

a city. Winning an award in the International Bicycle DesignCompetition, the helmet will be in shops from 2015.

Bikes and community

Due to its nature and the bottom-up character in its

appearance, cyclist culture goes hand in hand with

community initiatives, an excellent example of which

is a program of the Budapest-based Cyclonomias.

The mission of the non-profit organisation, whichcall themselves a social cooperative, is to implant as

a community workshop the DIY spirit in cyclist culture,

teaching bikers how to assemble, fix and maintain their

bikesall that in the framework of community events

and children workshops aimed to popularise the slow

design philosophy.

The Budapest Bike Maffia is a non-governmental

organisation founded at Christmas in 2001 by young cyclistswith the objective to provide assistance out of charity to

civilians and institutions in need, and guidance to develop

the skill of paying attention to each other, an empathic

behaviour and a more livable city. The members of the

cyclist organisation collect donations, cook for the needy,

deliver meals and sometimes visit animal shelters in

a collective ride, thus calling attention of the community,

even including non-bikers, to important social issues.

1 See www.kerekparosklub.hu/bringazzmunkaba.



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POSZTKOCSMA

A ROMKOCSMAJELENSG

TNDKLSE S HATSASZVEG: KOVCS DNIEL

OPERETT? GULYS? CIGNYZENE? PASSZ!

BUDAPEST LASSAN, DE TLLP A NYOLCVANAS VEK

TURISZTIKAI SZTEREOTPIIN. A ROMKOCSMK B

EGY VTIZEDE BUDAPEST TURISZTIKAI VONZEREJNEKLEGFONTOSABB SSZETEVI KZ TARTOZNAK, DE

NEM VESZTETTK EL VARZSUKAT A FVROSIAK

SZMRA SEM. JELLEGK AZONBAN JELENTSEN

DIVERZIFIKLDOTT, RSZBEN A MEGVLTOZ

FOGYASZTI KRK, RSZBEN A MEGJELEN JABB

KULTURLIS HATSOK NYOMN.

A romkocsma nem hely, hanem brand s ltllapot. Brugyan nmely, jl azonosthat fizikai jegyekkel: korbban

elhagyatott vagy kevss kiaknzott helyet tlt jra ideigle-

nesen vendglt funkcival; jellemzen a VII. kerlet bels

rszn vagy annak krnykn; btorzata, zenei s kulturlis

knlata sokszn; viszont jellemzen olcs s mindenkire

nyitott. A j romkocsma tvzi egy berlini foglalthz, egy

trk kvz, egy alternatv kulturlis kzpont, egy francia

bisztr s egy brooklyni tterem legjobb stlusjegyeit.Egy dolgot tudunk majdnem biztosan: az els romkocs-

mnak a 2001-ben, a Kertsz utcban nyitott (Kis) Szimp-

la szmt. De ez sem elkpek nlkli. Elzmnyei kz

sorolhatak az 1989 utni underground kultikus helysznei:

a francia kzremkdssel foglalthzz vl Traf vagy

az 1991-ben Frank Zappa koncertjnek helyet ad Tilos

az ppgy, mint a vendglts tern a romkocsmahan-

gulatot megellegez budai Rckert (19982004), illetveaz 1999-ben megnyit kt szrakozhely, a Zld Pardon

s a Ptkulcs. Fontos emlteni a kvzkultra rendszer-

vltst kvet csendes (s a vrakozsokat vgl, fjdalom,

alulml) forradalmt, amely kt nagy hagyomny hely:

a Centrl s a New York jranyitsval kulminlt. A valdi

vltozst mgis a romkocsmk hoztk el.

A korai s az rett romkocsmarenesznsz a szksgbl

ernyt nemes elvt kveti. A mig legismertebbnek sz-mt, 2004 ta mkd Szimpla kert egy korbban resen

ll, egyemeletes, bels udvaros, gangos brhzat la-

POSZTKOCSMA


31/220

kott be. Az udvarok rszleges tliestsvel s a nylszrk

tbbsgnek eltvoltsval egyetlen lgteret hoztak ltre,

azt spontn sszehordott berendezssel s limlomokbl

kialaktott, a bels minden lehetsges felletre kiterjed

dekorcival vltozatoss tve. Elvnk volt, hogy ne rjon

le semmirl, hogy j, s ha az IKEA-bl volt is, a szemt-

vdrt lmpaburnak hasznltuk gy az alaptk egyike.1

A lomtalantsbl, hagyatkokbl szrmaz btorzat

benne a kzp-eurpai btortrtnelem legsikeresebb da-

rabjaival, a Thonet-szkekkel a 20. szzad lakberendez-

snek teljes spektrumt felvonultatja. A hangulatvilgts-

rl bizonytalan kor s eredet asztali, fali- s lllmpkgondoskodnak; a fal vakolatlan, nemritkn csupasz, mskor

vtizedes tapta vagy meglep trgyak tmege bortja.

Ma mr nem tnik csodareceptnek, a Szimpla mgis

a Budapest-lmny meghatroz rszv vlt sok tzezer

vendg szmra olyannyira, hogy a kvetkez vekben

kis tlzssal nem nylt szrakozhely a vrosban hajl-

tott szkek, lomtalantsbl szerzett asztalok s nyer-

sen hagyott tglafalak nlkl. A sikerreceptet aktvanjrahasznostotta maga a Szimpla,2s ennek nyomn

msok: gy hagyott pletben vagy telken, jrahasz-

nostott btorokkal s sznes formavilggal, a szrako-

zhelyet s a kulturlis kzpontot tvzve nyitott 2004-

ben a Mumus, 2008-ban az Instant, a 2009-es Kleves

s a Fogashz, a 2010-tl mkd Ellt kert s a Mixart,

a 2011-es Gondoz kert, a 2012-es Super8, s mg sorol-

hatnnk. A kulturlis sszetev gyakran vltozik: akad hely,amely alkothzknt, fggetlen mvszeti kzpontknt

definilja magt, a hangulat rszv tve a tbb-kevsb

lland lakkzssget, msok filmklubot vagy galrit

mkdtetnek. A hres nemzetkzi elkpek kzl ktelez-

en emltend a berlini Kraftwerk; indusztrilis hangulatt

leginkbb a rgi autgarzsba kltz Kuplung (2004-tl),

a gyrpletet jrahasznost Tzraktr (20052007), illetve

a Kazinczy utcai Elektrotechnikai Mzeum hts raktr-ban 20082009 kztt mkd AKKU Kulturlis Kzpont

tudta megkzelteni. A nmileg eltr funkcij helyek

kzl a foglalthzak hangulatt Budapestre a leginkbb

a(z elssorban coworking-trknt s alternatv rendez-

vnykzpontknt mkd, de a romkocsmk DIY-eszt-

tikjt fialtat) MSZI3tudta tltetni, mg a rough-luxe

nemzetkzi sikkjt a 2009 ta mvszhzknt, butik-

s apartmanhotelknt mkd Brody House.A siker rszbeni magyarzata, hogy a romkocsmacunami

magja szokatlanul kzponti helyszn, a Bels-Erzsbet-

vros. A rgi pesti zsid negyed trtneti okokbl, egy

elhibzott vrosfejlesztsi koncepci nyomn leromlott

llag hzllomnya segtette az ideiglenesnek sznt

jrahasznostst. A 2000-es vek kzepn azonban

gy tnt, a romkocsmakorszak gyors vget r: a Bels-

Erzsbetvrosban tbb sikeres szrakozhely bezrshoz

vezet, felersd ingatlanfejleszti tevkenysg mellett

erre utaltak az zemeltetk s az nkormnyzatok, vala-

mint a lakkzssgek kzti, llandsult vitk is.4A 2008-

ban indul, az ptkezseket katasztroflisan visszavet

gazdasgi vlsg, illetve a maghoz tr rksgvdelem

azonban kzbeszlt. Tbb, korbban lebontsra tlt hzraMemlk tbla kerlt, s az ptkezsek tbbsge is lellt.

Azaz: a romkocsmk maradhattak, st, terjeszkedhettek;

a bevlt mdszerrel immr nem a klvrosok fel, hanem

gyalogosan vagy kerkprral is jl megkzelthet, kzponti

helyszneken. A Bels-Erzsbetvros slynak nveked-

shez hozzjrult, hogy a Kazinczy utcval prhuzamos,

2008-ra feljtott, htudvaros tjrhz, a Gozsdu-udvar

fldszinti helyisgeit (a hasonl kor berlini HackescheHfe helyi prhuzamaknt) szinte egytl egyig szrakoz-

helyek tltttk be a felettk kialaktott laksok tbbsge

ugyanis resen maradt.

A fsodorr vlst jl mutatja a West Balkn trtnete,

amely 2001-ben nyitott a Kopaszi-gton, majd a VIII. ker-

let utcin, kt-hrom venknt vltoz helysznen ara-

szolva (de minden alkalommal bontsra sznt hzakban

berendezkedve), egyre inkbb romkocsms s kulturlisjel

hungarian design yearbook 2013

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