Jung von Matt Donau and The Vienna Tourist Board hand the Creative Community ‘The Vienna Template’ – Transforming Design History into a Modern Tool

To mark the opening of the 20th Vienna Design Week the Vienna Tourist Board is launching “The Vienna Template”, a free design template for the creative platform Figma that celebrates Vienna’s rich design heritage.

The idea behind the new digital campaign, created in collaboration with Jung von Matt DONAU, is to target the creative community by bringing Vienna’s iconic design DNA to Figma, one of the world’s leading platforms for collaborative design and digital product development, making it visible in a place where ideas, brands and concepts for the future are developed every day.

Aimed at designers, creative agencies, start-ups and creative professionals in the United States and the key European markets of the United Kingdom, Germany, France and Spain. Each design element in “The Vienna Template” references an original design, object or sketch from Viennese Modernism.

The city has always had a deep-rooted relationship with functional design. During the era around 1900, icons such as Josef Hoffmann, Koloman Moser and Otto Wagner created an unparalleled wealth of objects, architecture and graphic design. With the Vienna Template, their vision of the Gesamtkunstwerk – integrating the highest aesthetic standards into everyday life – now becomes part of the digital sphere, making the city not only a source of creative inspiration, but also part of the everyday digital workflow of an international creative community.

In addition to being a fully functional, free UI kit, the Figma template reads like a digital city guide. Each element references historical originals from Viennese Modernism: an image grid inspired by Josef Hoffmann’s liqueur glass, text underlines based on Dagobert Peche’s textile patterns, and colour palettes such as Otto Wagner Green, Klimt Gold and a distinctive blue taken from Vally Wieselthier’s furniture sketches. The content was developed with the support of the curators at the MAK – Museum of Applied Arts, Vienna, and draws on its extensive online collection.

“Vienna has been one of the world’s leading centres for design, architecture and creative innovation for more than a century,” says Norbert Kettner, CEO of the Vienna Tourist Board.

“With ‘The Vienna Template’, we are bringing this heritage to life where ideas are developed, brands are designed and concepts for the future are presented today. Instead of interchangeable standard templates, we are offering designers around the world a visual language with cultural depth and a distinctive character. This makes Vienna part of creative working environments and allows us to reach people long before they visit the city in person.”

“Rather than simply depicting Vienna, we’re putting it to work: with a tool that demonstrates how relevant the ideas of Viennese Modernism remain to today’s creative process,” adds Theresa Scherrer, Associate Creative Director at Jung von Matt DONAU.

The campaign launched to coincide with the Vienna Design Week, which is celebrating its 20th anniversary this year. “The Vienna Template” will be presented through a cover wrap around the Vienna Tourist Board magazine Vienna Intl. as part of the Vienna Design Week and the Forward Festival. 

The project will also be promoted through the international communication channels of the Vienna Tourist Board, Vienna Design Week and the MAK. Creatives can access the project and the free Figma template directly via the dedicated landing pages template.wien.info and template.vienna.info.

Source: Jung von Matt DONAU

  Branding, Campaign, Collaboration, Digital Campaign, Figma, Jung von Matt, Jung von Matt DONAU, Marketing, Vienna, Vienna Design Week, Vienna Tourist Board