With the ceremonial laying of the cornerstone, the Selb Design Studio has reached another important milestone. In addition to Minister President Markus Söder, District Administrator Peter Berek, State Secretary of Finance Martin Schöffel, and Mayor Ulrich Pötzsch, numerous representatives from the worlds of politics, education, and business were in attendance—including Hof University of Applied Sciences, represented by Vice President Prof. Dr.-Ing. Dietmar Wolff. Together, they marked the symbolic starting point for a project that goes far beyond a traditional educational institution: a place where young people learn to translate their ideas into tangible products.
The design studio prepares students for a future in which mobility is undergoing a fundamental transformation. Vehicles are becoming mobile energy carriers, and product design combines technology, sustainability, and aesthetics—from the interiors of autonomous shuttles to charging infrastructure in public spaces.
The vocational school and technical college for product design in Selb has been successfully training young professionals for years—professionals who are in demand not only in the automotive industry. Other sectors also regularly recruit talent from there for their development departments. With the new design studio, this training now has the space it deserves.
Architecture between tradition and the future
The building is being constructed on the site of the former Hutschenreuther Plant B—a place where history and the future converge. The plan is for an ensemble of four wooden structures grouped around an inner courtyard. Striking shed roofs echo the site’s industrial past while ensuring optimal lighting conditions in workshops and studios.
The building will be fully accessible, while a photovoltaic system will cover its energy needs. In the future, around 220 students and those enrolled in the “Design and Mobility” program at Hof University of Applied Sciences will work here.
Investment in Innovation
The total investment volume amounts to approximately 27 million euros. Of this, 22.5 million euros are allocated to the building, about 500,000 euros to the photovoltaic system, and around four million euros to the outdoor facilities. Approximately 17.4 million euros are being financed through grants from the Free State of Bavaria as part of the High-Tech Agenda. The district’s own contribution amounts to about 5.1 million euros.
Symbolism of the Groundbreaking Ceremony
During the ceremony, Minister President Markus Söder emphasized that future development is no longer confined to major cities. The Fichtelgebirge is a true region of the future. He had already pledged support for the project during a visit to Selb in 2020—today’s groundbreaking ceremony visibly fulfills that promise. Among other items, an issue of the Frankenpost dated April 18, 2026, architectural plans from the design studio, a document from the school, and several coins were placed in the cornerstone.
Comments on the Project
State Secretary of Finance Martin Schöffel described the design studio as a significant project for the future. Following the groundbreaking ceremony last September, the laying of the cornerstone marks another important step. Selb stands for its traditional porcelain industry and, at the same time, for innovative strength. The new design studio is a modern, forward-looking learning environment for young talents in automotive design. At the same time, he referred to the special funding pledged by the Free State as well as the establishment of two professorships for the Mobility and Design programs at Hof University of Applied Sciences at the Selb campus. He expressed his gratitude to all those involved—especially District Administrator Peter Berek as the project’s developer.
District Administrator Peter Berek recalled the long journey of the project: From the initial idea through the architectural competition to today’s groundbreaking ceremony, it took a great deal of perseverance. It is precisely this quality that distinguishes the region.
The design studio will create a space for doers—for young people who not only conceive ideas but also put them into practice. Product design is deliberately understood as cross-sectoral and viewed as a key competency for the challenges of tomorrow.
Outlook
If everything goes according to plan, the design studio is scheduled to open in 2027.
