„Fibers & Brands“ – UNFOLDED Festival 2024

Gmund at Lake Tegernsee, September 19, 2024 – Under the motto „Fibers & Brands,“ around 800 registered festival guests experienced a unique event in the idyllic surroundings and industrial atmosphere of the Gmund paper mill, bathed in bright sunshine. With a combination of exhibition, conference, and networking, the UNFOLDED Festival 2024 created a platform for creative minds, innovative ideas, and forward-thinking discussions for the fourth time.

A Day with Exceptional Highlights and Renowned Speakers

Twenty-four renowned speakers, including representatives from Leica, BMW, Hermès, Serviceplan, Melitta, and Paper & Tea, provided exciting insights into topics such as brand experiences, analog communication, customer loyalty, and sustainability. In lively presentations and discussions, they explored important aspects of materiality and emotional brand communication. The setting of the paper mill allowed for a unique closeness between the experts and the audience.

Another highlight was the musical evening program, featuring a symphonic crossover by the Bavarian Philharmonic. The combination of classical sounds, traditional instruments, and modern elements—including the reigning European champion in human beatboxing—delighted the audience and created an eccentric listening experience.

The Exhibition in the Heart of the Paper Mill

Amidst the technical charm of the paper mill, surrounded by colorful rolls of paper, 35 exhibitors showcased their latest innovations in print, design, and analog communication. “This is our fourth time at the UNFOLDED Festival,” said Sven Winterstein from Letterjazz. “We’ve had great conversations each year, maintained existing customer relationships, and made new contacts.” The relaxed yet creative atmosphere provided the perfect backdrop for marveling at and discussing the latest developments. Alexander Ließ, sales manager at paul + paul, also praised the festival day: “The target audience here is perfect for us. Many of our clients, even beyond the industry, now place great value on materials. We’re definitely planning to participate next year.”

The booths of partners such as Schabert, Le Klint, Grafikmagazin, Kaweko, and Signascript also offered interesting insights. “One highlight follows another here,” enthused a visitor. Particularly popular were the video bar by Lumen & Letter, which created social media clips for guests in no time, and the high-quality portrait photography by Leica.

The Grand Finale: The Gmund Award

The highlight of the day was the 10th Gmund Award ceremony, eagerly followed by around 400 guests. The best print objects were honored in eight categories, with the awards presentation accompanied by impressive videos of the finalists and unique music. Florian Kohler, owner of Gmund Papier, and Alexa Steinke expertly guided the evening. The love for paper is as strong as it was on the first day. “We are a company with the passion of a startup. Our startup was founded in 1829,” Florian Kohler shared on stage.

The approximately 200 best print objects from the competition were displayed in a separate exhibition, showcasing the impressive diversity and potential of the print and paper industry from 30 different countries around the world.