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Special Projects' co-founder, Adrian Westaway talks to us about his journey from amateur magician to master designer and how the skills of illusion can be applied to drive better design outcomes.

Design and magic are both human centric disciplines that leverage psychology to influence behaviours and attitudes; and both benefit from "someone spending more time on something than anybody would reasonably expect".

We talk about: Adrian's experience at the burlesque experience, Lost Vagueness; about managing creative partnership with your life-partner and talk trough how to create awe when designing experiences.... Could it be magic? We certainly think so.

About Adrian.

Adrian is an award-winning designer and inventor whose unique approach to design draws on his two biggest passions: magic and technology. Fascinated by the similarities between the two disciplines, he joins them together in products and experiences that have the ability to not only surprise and delight but prompt positive change for individuals and communities.

As co-founder of Special Projects, the London-based design and innovation studio, Adrian leads a team that crafts strategic design visions and reinvents user interactions for forward-thinking global clients. Special Projects blends magic, humanity and technology to transform ordinary interactions into extraordinary experiences. The studio's work spans sectors including consumer goods, technology, AI, automotive and health and wellbeing for clients such as Google, Samsung, BBC, Lego, Sonos and P&G.

A thought leader on design thinking and innovation, Adrian frequently speaks at events for organisations such as Innovate UK, Design Museum and Google Creative Lab and was on the Advisory Panel for the UK Design Innovation Network, helping deliver the UK Government’s innovation strategy.In 2007 Adrian became the first ever James Dyson Fellow, and in 2012 a Fellow of the Royal Commission of 1851. He is also a full member of the Magic Circle.

Links from this episode.

Hoxton Street Monster Supplies.

Its not how good you are, its how good you want to be. By Paul Arden

Anika Yi's great flying sculptures at The Tate Modern

The Helen Hamlyn Centre for Design.

Service Design YAP is developed and produced by the Service Design Network UK Chapter.
Its aim is to engage and connect the wider Service Design community.

Episode Host: Stephen Wood
Production Assistance: Jean Watanya

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