While blowing out its 15th anniversary candles, WEMW made a single wish: to explore innovation in all its forms over the next three editions, delving into uncharted opportunities ahead and investigating the implications of new technologies.

The 2025 edition will kick off this journey with an exploration of the concept of augmented creativity, based on the belief that the encounter between opposing yet complementary elements, such as present and future, tradition and innovation, human and artificial, can be one of the keys to push creativity beyond the boundaries of our imagination. In 2026, the second act of this “trilogy” will be dedicated to the global impactthat AI and its use can have on the audiovisual industry and, more generally, on our society, while the final episode of this series will bring the 2027 edition back to the core theme of this journey, reflecting on the concept of the Human, its current definition and its new role within this evolving dichotomy.

But without revealing too much about the future, let’s have a look at what WEMW 2025 has crafted to explore the new frontiers of imagination.

Reimagine Imagination

Set as our starting point, our claim does not only represent this year’s focus, it also suggests a visionary destination. To “Reimagine Imagination” means to place ourselves at the centre of any creative process and invites us to embrace the potential that lies before us. Imagination will always be the compass of our creative journey while new technologies will serve as instruments to explore unknown directions and expand our frontiers: the tools may evolve, but so does our imagination, now presented with unprecedented opportunities to challenge its limits and venture into the unthinkable.

Our new image by Polly in Wonderland

While navigating this complex landscape, we felt it was essential to reimagine aspects of our own identity as well. We were looking for a visual image that fully embodied the theme of this current edition and found it in the work of the emerging Ukrainian artist Polina Kostanda, also known as Polly in Wonderland. One of the artworks from her recent Paper Boat series, showing a girl and her paper boat sailing across a sea of dreams and new possibilities, perfectly captures our navigation through the boundaries of imagination and condenses the world we have imagined for the 2025 edition of WEMW.

 

 

The WEMW 2025 theme in Polina’s own words “Imagination is our greatest ally, both in the realm of creativity and in everyday life. However, there is a significant challenge: imagination is often confined within the boundaries of our world and ‘refuses’ to step beyond its limits. What does it mean to Reimagine Imagination? It means allowing it to go further, to step beyond the familiar world and its understanding. This doesn’t necessarily require creating entire fantasy worlds. Sometimes, a single small detail is enough to transform reality completely. Reimagining Imagination is about allowing yourself to think that the world is much larger than it seems and embodying this realization in your fantasies or creative work”.

Polina’s work seamlessly blends fantasy and reality, transporting viewers into her boundless imagination. Her visionary worlds and creations will fill in every space of WEMW 2025 as her artworks will not only create our unique visual identity but they will be showcased in the pages of our catalogue and in an immersive digital exhibition held in the main market venue.

We are looking forward to starting to (re)imagine this WEMW journey together!