German designer Fons Hickmann, founder of Fons Hickmann M23, brings an innovative edge to the world of poster design. His playful, dual-themed diptych for the 20 Years PAN Poster Museum (above, left) showcases experimental typography and conceptual humor that challenge visual conventions. Equally compelling is his award-winning work for the Wiener Staatsoper (above, right), where he reimagines Verdi’s Don Carlos through a surreal visual metaphor—a grounded airplane lodged within a dense forest—capturing themes of struggle, entrapment, and the collision between aspiration and reality. Both projects highlight Fons’ unique ability to merge bold storytelling with refined aesthetics, affirming his status as a leading creative force in contemporary design.

By: Fons Hickmann, Designer & Founder, Fons Hickmann M23

“20 Years PAN Poster Museum”

Concept and Inspiration

The PAN Poster Museum in Emmerich is one of Germany’s most significant collections of posters, carefully curated over decades. To celebrate its 20-year milestone, I designed a diptych poster that merges bold typography with a playful conceptual approach. The posters reflect the museum’s unique location in a repurposed chocolate factory, fusing the words “20 Years of Poster Museum” with visual and linguistic chocolate references.

Each of the two posters promotes a different event, yet they are interconnected—posing the question: Do you prefer white or dark chocolate? This duality creates a visual and intellectual dialogue, inviting viewers to engage with the theme beyond a simple anniversary announcement.

Experimental Typography and Disrupting Visual Habits

My approach to design is rooted in conceptual thinking, where form and content are inseparable. I often challenge conventional visual habits, and in this case, typography itself becomes a medium for storytelling. The playful distortion and layering of text evoke the melting, shifting nature of chocolate while simultaneously disrupting readability to provoke curiosity. This aligns with my broader philosophy of using design to challenge perception and create a more immersive experience.

Process and Execution

The posters were developed through an experimental typographic process, integrating organic textures and unconventional layouts. By working with contrast—both in color and form—I emphasized the dialogue between past and present, tradition and experimentation. The final design does not simply commemorate an anniversary but rather embodies the essence of the museum: a dynamic, evolving space that celebrates the power of posters as cultural artifacts.

“Don Carlos”

Concept and Inspiration

The poster presents an image of an airplane lodged within a dense forest, seemingly having crashed but remaining intact. This surreal scene serves as a metaphor for Don Carlos, Verdi’s grand opera of power, love, and ideological conflict. The airplane represents the protagonist’s struggle—a forceful movement towards an ideal that ultimately becomes trapped in the constraints of reality. Just as Don Carlos battles for personal and political freedom, only to be ensnared by the powerful structures around him, the aircraft remains suspended, motionless within the trees, despite its initial momentum.

This visual concept was partly inspired by Loriot’s famous interpretation of Don Carlos, which humorously deconstructs the opera’s dramatic complexity. This perspective highlights the absurdity of power structures and the tragic irony of characters who are doomed by their own convictions. By embracing an unexpected, almost paradoxical image, the poster mirrors this notion—an object built for movement and freedom finds itself stuck, much like Don Carlos in his pursuit of justice and love.

Aesthetic and Artistic Approach

My work for the Vienna State Opera is characterized by a shift away from conventional imagery towards a more autonomous and independent visual language. The aim is not to reference past productions but to create a fresh aesthetic identity that resonates with modern audiences. This approach is reflected in the evening programs and promotional materials, which prioritize bold, conceptual storytelling over conventional operatic iconography.

Process and Execution

The poster design began with an exploration of Don Carlos’s central themes—power struggles, isolation, and entrapment. The choice of an airplane in a forest was developed through iterative sketching and digital composition, ensuring that the final image maintained a delicate balance between realism and abstraction. The use of stark contrasts and deep textures further enhances the dramatic effect, mirroring the opera’s intense emotional landscape.

By combining surreal imagery with a minimalist typographic treatment, the design invites the audience to engage with Don Carlos beyond its historical setting and recognize its relevance in contemporary discourse.

Fons Hickmann is a designer, author, and professor at the Berlin University of the Arts. He studied design, photography, and philosophy before founding Fons Hickmann M23, a renowned design studio specializing in corporate design for cultural institutions such as the Semper Oper, State Opera Munich, and Vienna State Opera House. His work is conceptual, experimental, and socially engaged, pushing the boundaries of graphic design. A member of AGI and TDC New York, Fons has won over 200 international design awards. He has lectured and held workshops worldwide, influencing generations of designers. Since 2018, he has been president of 100 Beste Plakate, celebrating outstanding poster design in Germany, Austria, and Switzerland. Passionate about football, he has published books on design and the sport. Fons advises on design policies at national and European levels. He lives in Berlin with his children and cat, continuously shaping the future of visual communication.

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