Profile: Andreas Auberger—A New Director for the CreativeTechHUB

July 9, 2026

#CreativeTechHUB PROFILE: “When creativity and technology come together, it creates space for true innovation.” In this interview, Andreas Auberger, our new head of the CreativeTechHUB at Bayern Innovativ, shares insights into his vision for the hub, discusses the value of interdisciplinary collaboration, and explains how a vibrant ecosystem for creative tech can grow in Bavaria. A warm welcome to the team, Andreas Auberger—we look forward to new ideas, fresh perspectives, and everything that will take shape with you at the CreativeTechHUB.

1. What does the CreativeTechHUB mean to you?

The CreativeTechHUB is the go-to resource at Bayern Innovativ for people and companies with ideas that bridge the gap between creativity and technology. For me, Creative Tech means one thing above all else: that creative perspectives and technological expertise come together to solve concrete challenges or create processes and products that neither side could have developed on its own.

2. Who are you, and what do you bring to this new role?

I love bringing people and topics together in a targeted way—whether as a community builder in climate protection or as a regional startup advocate. For the CreativeTechHUB, I bring experience in highlighting interests and added value and in orchestrating an ecosystem. What motivates me most is working where encounters give rise to something new. When we create spaces where people experience special moments and ideas turn into concrete projects and collaboration.

3. What appeals to you about leading the CreativeTechHUB, and what is your vision?

I’m particularly drawn to the tension between creativity and technology. Anyone who knows me knows that my affinity for both technological and creative perspectives is a perfect fit for the CreativeTechHUB. My vision is an open, interconnected ecosystem where both sides learn from and benefit each other—the creative industries and the tech scene, small and medium-sized businesses, research, and startups. The courage to experiment is crucial here: with speed to get things rolling, depth to go beyond just scratching the surface of topics, and a willingness to learn from testing. For me, creativity isn’t just a “nice-to-have”—it’s a key factor in developing good technological solutions. Conversely, technological expertise is an important tool for creative professionals.

4. How exactly do you work there?

The CreativeTechHUB is intended to be a place where initial ideas develop into concrete projects, prototypes, and collaborations. To achieve this, we don’t rely on formats that fizzle out after an event, but rather on processes such as sprints, labs, hackathons, and experiments, in which different participants delve deeper into topics together. Our goal is to create contexts in which ideas give rise to concrete next steps: a prototype, a test, a new collaboration, or a refinement of one’s own approach.

5. What role should the CreativeTechHUB play in Bavaria, and who should feel it’s relevant to them?

We want to create the most accessible connections in Bavaria between the creative industries, high-tech and deep-tech sectors, small and medium-sized enterprises, startups, and research. For me, relevance arises where encounters generate real added value: new products, services, or collaborations. The greatest potential lies in building bridges between industries: it is precisely where different perspectives converge that new solutions emerge. We’re targeting curious people, tech-savvy creatives, tech companies interested in creative perspectives, and anyone who wants to actively help shape this intersection.