Some interiors are instantly forgotten. Others linger. They stay with you—in your mind, in your body, in your memory. But what makes a design become more than just a beautiful space? When does an interior become iconic?

In this panel discussion, we look beyond trends and aesthetics. We delve deeper into the creative process and the decisions that lead to designs that leave a lasting impression. Designs that are not only visually appealing, but that also influence the way we live, feel, and interact with our surroundings.

We will explore these questions through the eyes of three leading designers from the Kortrijk design region, each with a distinctive signature, vision, and approach: Bjorn Verlinde (Studio Bjorn Verlinde), Olivier Caluwier (WhyWorry), and Bob Bulcaen (Witblad).

What makes a design unforgettable? Is it the strength of a compelling concept? The use of materials? Thoughtful functionality? Or perhaps the courage to challenge conventions? And in a time when sustainability is no longer an option but a necessity, another question arises: can a design still be considered iconic today if it is not sustainable?

Topics we will discuss include:
• the creative process behind iconic projects
• balancing aesthetics, functionality, and sustainability
• how designers create work that continues to resonate
• the impact of the client on the design process
• the role of region and context (and what makes the Kortrijk area such an inspiring design hub)
• whether AI will ever be capable of creating truly iconic designs

The conversation will be moderated by Joke Holvoet, whose curious perspective and incisive questions will guide the discussion towards depth and unexpected insights.

A conversation for anyone who wants to look beyond beautiful images. For those who want to understand what truly gives design its meaning.

In collaboration with AINB