The ICON represents a shared vision for regenerative space that is scalable, mobile, sustainable, and modular.
Winner of the Architizer A+ People's Choice Award 2026, the ICON has been recognized internationally for its innovative architectural design. Learn more: Architizer A+ People's Choice Award 2026
In 2027, the third edition of the ICON appears in Davos with an advanced sibling, the AGENT, featuring new innovations in the ICON System. The AGENT features advancements in compact mobility and materials, with a focus on intelligent LED technology and recycled translucent façade components, along with improved stackability.
Originally imagined, designed, and commissioned by Hub Culture, then developed in partnership with BYLD, the ICON represents a study of "dwell time" in the context of the 21st mid-century. It is a hub designed to move and shape-shift, sitting at the intersection of mobility, electric transport, convenience, and data.
In 2026, ICON Edition 2 appeared as Vital House, in partnership with West Health, Gates Ventures, Gallup, and Aon. Vital House explores longevity and healthy living in the context of innovation, sporting lifestyles, and harmony with nature.
The debut of ICON Edition 1 at Davos 2025 was made possible through collaboration with these icons: S&P Global, Hedera, U.S. Steel, Handshake, BYLD, XBTO, the Davos Alzheimer's Collective, Imperial, and Foreign Policy. Architectural design was by Skrein Studios and TVA. It was built with Kūhni AG and Künzli AG, with the support of the Davos community.
The AGENT
The AGENT is a building that understands itself. It carries the ICON System forward with new capabilities: façade materials with agentic integration, a new generation of LED lighting, and the Zeke Space lobe, dedicated to physical space and architecture.
Agentic façade
Agents are integrated into the façade materials themselves. Recycled, translucent façade components become an active surface that senses, responds and reports, rather than a passive skin.
Intelligent LED lighting
New LED lighting innovations turn light into an interface: it adapts to people, time and conditions, and makes the building's state visible from inside and out.
The Zeke Space lobe
Space is a new lobe of Zeke, Hub Culture's intelligence, focused on physical space and architecture. It powers real-time analysis of the building's performance, health and other metrics, so the AGENT can be read, tuned and cared for as it lives.
Alongside these, the AGENT advances compact mobility, materials and stackability across the ICON System.
The ICON Family
The ICON System now extends into a family of architectural and infrastructure products. Each one is modular and movable, and each can stand alone or travel with the ICON.
Hub Host
Edge compute for the Hub Mesh. A data-sovereign agent pod that keeps community agents, messaging and places running, online or off.
Discover Hub Host →
Hub Pods
Independent work stations that can be sent anywhere, complete with comfortable collaboration space, data connection and power supply.
Discover Hub Pods →
Hub Bio
Modular, contemporary and beautiful biologic facilities focused on wellness: washroom, toilet and spa-style functions on a movable framework.
Discover Hub Bio →