iF DESIGN at SXSW 2025 RECAP: How designers are shaping a better future

What stood out amidst the many AI and climate conversations, was the resounding recognition of design as a key driver in shaping a better, more sustainable world.

An enthralling session with Lisa Gralnek, iF Design USA Managing Director and Global Head of Sustainability & Impact, and Nadine Clark, Strategy Partner at Tangent entitled Create, Code, Conserve: Digital Design for a Circular Future, underscored the power of conscious digital design. The discussion explored how designers can integrate circular principles into user experiences and digital brand design to reduce their environmental impact. A key takeaway? The hidden environmental costs of our digital lifestyles. While companies must become more cognizant of implementing sustainable digital guidelines and addressing the intense water and energy demands of big data, even small, intentional changes can lead to significant improvements. On websites, for example, optimizing images, reducing motion, preventing unintentional clicks, maintaining efficient operating, and regularly deleting (rather than archiving) unnecessary content can dramatically affect one’s carbon footprint. What made the session particularly impactful were its immediate, actionable takeaways. Attendees were encouraged to exchange ideas of how they could make immediate changes to their own personal digital habits, reinforcing that sustainability starts with individual action and elevated awareness.

Picture below:
Left: Cheryl Durst, CEO of IIDA
Right: Lisa Gralnek at SXSW

Then on Monday, for the second year in a row, iF Design presented Future of Design: Megatrends That Matter to a packed house in a beautiful treehouse-like ballroom. Moderated by Lisa Gralnek, and featuring Uwe Cremering, iF Design CEO, Cheryl Durst, CEO of IIDA (International Interior Design Association), and Leigh Gammons, CEO of Tangent, the panel previewed key themes from the 4th annual iF Design Trend Report to be released at the end of April, including Human/Machine Team Play, Glocalization, and Eco Transition, among others.

Panelists discussed design’s pivotal role in creating the better businesses of tomorrow and explored various ways in which these trends shape that mission. As with most talks and conversations had at SXSW, AI dominated with the speakers taking a nuanced view of how humans might view AI as a tool, while also creating the systems and rules necessary to maximize its effectiveness. The takeaway is this: AI cannot take the place of human empathy - a centerpoint of design - but it can be a tool for co-creation if used correctly. “AI is the most disruptive element we will see in the coming years for designers,” said Uwe Cremering. “Balancing fear with opportunity is key to our collective success.”

The conversation then shifted away from emerging technology to glocalization in design, a movement that embraces both global interconnectedness and hyperlocal identities, ensuring that spaces and products reflect a deep sense of place. In both the world of digital experiences and the built environment, panelists expressed how effective design fosters comfort while pushing boundaries. This is especially evident in hospitality design, where there is a movement for hotel interiors to authentically represent their location, rather than following a one-size-fits-all global aesthetic. As humans, we thrive on a connection to our surroundings, and design plays a crucial role in expressing who we are, and WHERE we are.

The “nearest & dearest” methodology - the sourcing of materials and products within a 300 mile radius - led the speakers into the topic of Eco Transition, one of the most defining trends in design and one that will shape our global future. Much of the conversation centered on the role of designers in the creation and adoption of sustainable and circular systems, processes and materials. Speakers underscored designers' responsibility to speak boldly and act with accountability, making a compelling case for choices that benefit both people and the planet, while still driving business success. This means not just presenting design options, but also actively educating stakeholders—illustrating the design decisions that can reduce carbon footprints while maintaining quality, durability, and usability.

Cheryl Durst closed the session with a powerful quote, “The ultimate goal of design is to elevate and maximize the human condition - to agitate, to educate, to provoke. It is the expanse of the human experience, and it is up to design to underscore and support humanity.”

Power of SXSW lies in its unique ability to convene a wide-ranging, global creative community

Beyond the panels hosted by iF Design, SXSW offered a wealth of inspiring events and content. Among our standout favourites were the NASA House’s CreateSpace takeover of the remarkable Austin Public Library, and “Americana First,” a curated day of programming from Monotype and COLLINS that explored the resurgence of the Americana aesthetic—why it’s capturing global attention once again, and where it might evolve. We also found tremendous value in panels like “Creating a Sustainable Future One Household at a Time,” featuring 2025 iF Design Award winners, ustwo—just one example from a long list of thought-provoking sessions.

But perhaps the true power of SXSW lies in its unique ability to convene a wide-ranging, global creative community— to spark meaningful connections and catalyse conversations that have the potential to shape the future. This spirit of connection was beautifully embodied at a private dinner hosted by Lisa Gralnek, Nancy Giordano of PlayBig Inc., and Yarrow Kraner of Hatch. Held in an intimate home just outside Austin, the evening brought together some of the brightest minds in design for a gathering rich with ideas, creative energy, and genuine connection. Notable guests included Ben Ayers (Filmmaker & Journalist, Outside Magazine), Doreen Lorenzo (Assistant Dean, University of Texas at Austin), John Roescher (CEO, Raw Materials), Kareem Collie (Creative Director, NASA JPL), Oliver Campbell (Distinguished Engineer, Dell), Randall Kempner (Aspen Institute), and many more.