Creativity as Strategy: Inside Vienna’s Investment in the Creative Industries with Elisabeth Noever-Ginthör

Vienna is known for its classical beauty, but behind the historic façades, a new creative economy is reshaping the city. In this episode of the Culture Shifts Podcast, I’m joined by Elisabeth Noever-Ginthör, Director of Creative Industries at the Vienna Business Agency, to talk about how creativity has become one of Vienna’s most powerful economic forces.

We explore how the agency bridges business, design, and culture through funding, consultation, and collaboration — supporting industries from architecture and fashion to tech and sustainability. Elisabeth shares how projects like Biofabrique Vienna and Creative Days Vienna demonstrate the city’s commitment to circular design, innovation, and cross-sector dialogue.

Together, we discuss what makes Vienna one of the world’s most liveable cities, how creativity fuels resilience and growth, and why the future of urban development depends on collaboration across disciplines.

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