Collective Consciousness
Project: Graduate Showcase
Institution: Central Saint Martins
Theme: Archives of the Future
Responsibility: Concept Development | Creative Direction | Installation Building | Event Planning | Marketing
Collaborators: MA Innovation Management students
Location: London, UK
Collateral: Hanging installation, danglers, Instagram posts
Project Overview
The Graduate Showcase, themed "Archives of the Future," aimed to explore innovation through speculative futures across four categories: IT, Immateriality, Design, and Spatial. My role within the Immateriality team involved conceptualising a project that delved into the speculative nature of immaterial entities, focusing on consciousness and its potential manifestations within the theme framework.
Concept
In the Symbiocene Era, where collective consciousness shapes human interaction with the environment, our project sought to depict the symbiotic relationship between humanity and nature. We aimed to explore intangible futures by employing the nervous system metaphor, symbolising interconnectedness and interdependence.
Creative Process
Our exploration delved into the ethereal aspects of collective consciousness, envisioning a future where harmony between humans, animals, plants, and ecosystems is paramount. To embody this symbiosis, we designed an interactive installation resembling a nervous system, crafted from recycled materials and natural elements like tree branches.
Role
As a member of the Immateriality team, I led the conceptualisation and design of the interactive installation, ensuring alignment with the theme and objectives of the Graduate Showcase. My responsibilities included ideation, material selection, and project execution.
Outcomes
The interactive installation garnered significant attention and engagement from visitors, prompting thought-provoking discussions on the future of consciousness and humanity's relationship with the environment. Feedback highlighted the project's success in stimulating dialogue and fostering a deeper understanding of speculative futures.
Takeaways
​The project underscored the importance of interdisciplinary collaboration and creative exploration in envisioning future scenarios. It emphasised the power of immersive experiences to provoke reflection and inspire new perspectives on complex topics like consciousness and environmental stewardship.​
MA Dissertation
Dissertation Title: What are the perceptions and experiences of design leaders regarding using Tarot cards as an alternative heuristic tool to inform creative brainstorming?
Institution: Central Saint Martins
Location: London, UK
Grade: Distinction
Research gap: Lack of understanding of integrating Tarot cards into professional creative settings.
Methodology: Included focus groups and activities like word association exercises using Post-It notes and Celtic Cross Tarot readings.
Findings: Tarot cards are perceived as valuable tools for fostering self-awareness and innovative thinking in creative brainstorming.
Impact: Integration of Tarot cards led to a paradigm shift in the perception of creativity, inspiring novel ideas and innovative problem-solving
Next Steps: Plans include trials at London's ad agencies and workshops for creative leaders to bridge the wisdom of the past with the innovation of the present.
Dissertation Overview
My MA dissertation explored the underutilised potential of esoteric practices, specifically Tarot cards, within creative industries—a topic often overlooked by academic research. The research landscape revealed a significant gap in understanding the integration of Tarot cards into professional settings, particularly their role in enhancing the creative brainstorming process.
Research Gap
Limited scholarly exploration exists on the practical application of Tarot cards in business contexts, leaving a void in understanding their potential contribution to idea generation and innovation within creative fields.
Methodology
Employing a focus group approach, the research methodology encompassed diverse activities, including word association exercises, Celtic Cross Tarot readings, and card interpretation sessions. These activities aimed to elicit participants' perspectives on using Tarot cards in creative brainstorming processes and gather perception feedback.
Findings
The research findings revealed that Tarot cards are perceived as valuable tools for enhancing the creative brainstorming process. They extend beyond traditional divination to foster self-awareness and innovative thinking. Participants acknowledged the rich symbology and archetypal representations of Tarot cards as catalysts for unlocking fresh perspectives and generating innovative solutions.
Impact
Integrating Tarot cards into creative brainstorming sessions challenged conventional thinking, inspired novel ideas, and fostered innovative problem-solving approaches. This unorthodox inclusion led to a paradigm shift in participants' perception of creativity, encouraging exploration of uncharted territories and breaking free from traditional thought patterns.
Next Steps
Building upon these insights, future endeavors involve translating research findings into practical action. Trials will be launched to incorporate Tarot cards into creative brainstorming sessions at London's ad agencies, aiming to elevate ideation and nurture innovation within the advertising landscape.
Additionally, tailored workshops will equip creative leaders with the tools needed to infuse Tarot cards seamlessly into their brainstorming sessions, fostering fresh perspectives and enriching creative endeavours. Through these initiatives, the goal is to bridge the wisdom of the past with the innovation of the present, shaping the future of creativity in London's ad agencies and beyond.