Creative Industry - case study
Mark Champkins: Concentrate
Creative Industry - case study: Education Design
• Background
• Mark graduated with a first degree in engineering,
then gaining an MA in Product Design. He won an
award for “self-heating plates” and then gained a
place on the Helen Hamlyn Research Centre at the
Royal College of Art to work with MAK Architects to
investigate new furniture and equipment for learning
environments.
Creative Industry - case study: Education Design
• The issue
• A great deal of design innovation is focussed
on raising standards in education interiors
with the hope that it will deliver better results
in teaching and learning. Mark observed that
“better designed schools do not necessarily
guarantee better-behaved or more attentive
pupils.”
Creative Industry - case study: Education Design
• The key is in engaging the requirements of the
teachers more directly in the design process to
tackle problems in both new-build and
existing classrooms. Mark observed a range of
schools ad focussed on the major issue of the
loss of concentration by pupils in primary
schools.
Creative Industry - case study: Education Design
• The solution
• Pupils were observed and it was clear that
they lost concentration because they are
dehydrated, uncomfortable and
disenfranchised; not because the physical
environment isn’t advanced enough in design.
Creative Industry - case study: Education Design
• Mark then started working with teachers and
pupils to create solutions to this.
• [ note to create effective solutions you need
to work with the people who will use the
designs
Creative Industry - case study: Education Design
• Paying Attention
• Mark’s first two products to be taken to
market were a cover for water bottles which
also worked as a pencil case and a school bag
that doubled as a cover or the uncomfortable
chairs.
Creative Industry - case study: Education Design
Creative Industry - case study: Education Design
Creative Industry - case study: Education Design
• All of them were developed in close
consultation with young people and teachers,
to ensure that they would be liked and used
by young people and recommended by
teachers – it can be difficult to gain the
respect of both sides. Mark worked hard to
gain the trust and respect of them and
listened to the advice given.
Creative Industry - case study: Education Design
• Mark had mentoring from both a UK educational
consultant as well as a member of the executive
team at John Lewis, gaining insight in to the route
to market, and enhancing his credibility. He was
also clear that to make the products affordable
he needed to source an overseas based
manufacturer, and China offered the best price
and expertise. However, he has a strong value
about ethical sourcing, so had to find a factory
that could deliver the products at an appropriate
price point but was not exploitative.
Creative Industry - case study: Education Design
• John Lewis is a large department store in the
UK with strong ethical policies.
• It was essential that these products for young
people were not manufactured in an
exploitative way i.e. child labour
Creative Industry - case study: Education Design
• Adding Up
• The need to co-design and the time it takes to
develop new products as well the need to
develop trust not only with the young people,
but teachers and parents as well as retailers
has meant that it has taken some time for the
products to reach the market.
Creative Industry - case study: Education Design
• However they are now available both online
and at 2 major UK department store chains.
Mark has sought, and gained, investment from
Peter Jones [ part of John Lewis] (via Dragons
Den on BBC tv), releasing 35% of his company
for £100 000. If he meets the negotiated
profits and targets, he will be given 5% of his
company back.
• [Dragons Den is a TV show for young entrepreneurs]
Creative Industry - case study: Education Design
• Mark’s latest products include a “voting ruler”
which enables more shy young people to
participate in decision making.
Creative Industry - case study: Education Design
• He will launch at least two new products a year.
Creative Industry - case study: Education Design
Issues
• Quality of design
• Original solutions to problems through
research
• Developing products at the right price for
young people
• Manufacturing within the right price range
• Ethical Manufacture
• Mentoring