1. art / design / visuals

2. tradition-innovation axis

3. arts&crafts

4. organic design-cycle in application: assessment of needs, concept planning, research, development, visual design, planning, implementation, implementation control, operation, redesign, recycling

5. lowtech, lowbudget devices

6. manual and intellectual creative workshop

7. local creativity

8. independence

9. connections

10. creative recycling

11. creatures which are not necessarily creatures: Octopus, Jellyfish, Chameleon, Bull, Fish

12. cost effective solutions – long-term design

13. unique and astonishing means of marketing

14. lectures and performances in the spirit of Gesamtskunstwerk

15. multifunctionality

16. 10-year experience