What Was Design – Book Launch & Sale

What exactly was design?

Was it the driving force behind progress, the panacea of industry, a cultural practice – or simply a particularly persistent buzzword of the modern age? For over a hundred years, the term has been regularly redefined. Time for a look back.

On Thursday, 21 April 2026, we will present the book "What was design? – Declarations and definitions from a century of creative quest." in the cultural space "B25" in Frankfurt-Höchst.

The book brings together 87 historical one-sentence answers to the question “What is design?” – from practitioners, theorists and philosophers. Taken together, they form a surprisingly contradictory web of pithy short definitions.

The collection is accompanied by an essay by the editor, Florian Walzel, who explores the reasons behind the enduring conceptual ambiguity of design.

The book was designed by Paul Jürgens and advised by Jurek Werth (social.form). It is published by slanted.

The event is free – we look forward to seeing you there!

The book was produced by editor Florian Walzel in collaboration with designer Paul Jürgens, with editorial support from Jurek Werth (social.form). It is published by slanted.

The event will take place at the project space "B25".