The VIENNA DESIGN WEEK is, to quote Norbert Kettner, “cool without pressure”. In the stunning ambience of the extravagant Skylofts experts like the director of WienTourismus were given an overview of the potential that design is making available to industrial locations. The big city can profit from this just as much as smaller communities; Bad Gastein, for example, the “Detroit of Austria”. Doris Fong (Head of Creative Industries/Invest HK), Ike Ikrath (Architect and hotelier), Christof Isopp (Zukunftsorte), Andreas Gfrerer (Chairman, Tourist Board Altstadt Salzburg), and Eberhard Schrempf (CEO, CIS) were the impressive cast of the panel demonstrating the success of location marketing concepts.