Speaker: Phil Barden — author of Decoded: The Science Behind Why We Buy. An experienced marketer with more than 25 years in the field, including senior international roles at Unilever, Diageo, and T-Mobile.

If you understand why people buy, you are already one step ahead in reaching them effectively with your products and services. Decoded offers a groundbreaking look at the science behind the buying process — specifically why decision science has proven invaluable in marketing, helping to explain purchasing behaviour.

A practical framework for applying behavioural insight in everyday marketing: from brand strategy and implementation through to new product development.

Speaker: Marcelina Plichta-Wabnik — Wise Habit.

What makes a good design turn into good business? Can success be designed the same way a product can — along with the right moment and cultural chemistry? This is a conversation about money, without pretending that design doesn't need it.

Design today no longer ends with designing objects. We ask where design ends and marketing begins — and whether it's even still possible to draw a line between them.

Speaker: Wojtek Bagiński.

We all want to produce responsibly. But can sustainable production create things just as desirable as those that promise novelty, luxury, and instant pleasure?

We talk about materials, technology, durability, and responsibility — but above all about the biggest paradox of contemporary design: how do you sell less in a world built on the desire for more?

Participants: Wojtek Bagiński, Michał Kiciński (special guest, CD Projekt), Karolina Janczyk, Marcelina Plichta-Wabnik.

A closing discussion on the future of product, manufacturing, and sales. Where is design headed? What will it mean to produce, sell, and desire in the next decade?

Speaker: Oskar Markiewicz.

AI can already generate a thousand buildings before an architect manages to sketch the first one. But can it tell the difference between a design that's interesting and one that's banal?

This lecture looks at practical AI tools that are already reshaping how designers and manufacturers reach the market — and what happens when the algorithm starts taking part in decisions that used to belong to the designer.

Speaker: Bartłomiej Spasowski.

We're not talking about yet more programs and tools. We're interested in the moment when the algorithm starts interpreting, selecting, proposing — and learning our aesthetic obsessions. When designing the process itself becomes the highest form of creation.

The question is no longer just whether AI will replace the architect. Perhaps the more interesting one is: how can we use AI?

Participants: Anna Domin, Oskar Markiewicz, Bartłomiej Spasowski.

A live discussion on AI and authorship in architecture and design: who makes the decisions, and where does human judgement end?

Speaker: Fernando Menis — World Building of the Year (WAF 2025).

You have good taste? Great. Now try to prove that it exists. What one era considered a masterpiece, the next could dismiss as kitsch — and vice versa. What one culture calls elegance, another may read as dullness, ostentation, or banality.

A keynote on beauty and ugliness, class and status, education, media, awards, and the cultural codes hidden within architecture. Who actually has the power to say that one building represents "good taste," and another doesn't?

Speakers: Deadline Architects — Britta Jürgens & Matthew Griffin, Berlin.

For centuries, architecture has celebrated the act of building. More square metres, more icons, more spectacular projects. But perhaps the most radical project of the 21st century will be the one we don't build.

In a world of empty offices, underused buildings, a housing crisis, and the enormous environmental cost of new development — we ask about adaptation, renovation, reuse, and an architecture that can work with what already exists. Can the architect give up their own lust for life — the constant desire to leave something new behind?

Speakers: David Basulto × Deadline Architects.

On media, platforms, and the power to decide what architecture the world sees — and why we care so much about ending up on the right side of that line.

Participants: Marcin Szczelina × Karol Fiedor.

What do we actually want from architecture? Beauty? Comfort? Status? Security? Spectacle? Or maybe just a good life?

To close, we flip the industry's most worn-out question. We're not interested in yet another forecast of the "future of architecture." We're interested in the future of life — and the architecture we'll need for it. Because the future of design doesn't begin with the next trend, material, or technology. It begins with a decision about what we want. And what we're willing to give up.