In January, students from Audencia Business School’s MSc in Management and Entrepreneurship in the Creative Economy (MECE) programme travelled to The Glasgow School of Art’s Creative Campus in the Scottish Highlands for the International Winter School. The event is a two-week intensive experience that brings together design practitioners, students and scholars from all over the world.
O Street have had links to Audencia since we created illustrations to help them communicate their course structures.
At this year’s Winter School, the students were tasked with researching contemporary interpretations of heritage. O Street’s David Freer was asked to talk to the students about both new models of working in the design industry and projects that dealt with ‘contemporary interpretations of heritage’.
The design industry has surely changed since O Street first started. Emerging technologies affect both the tools we use and the mediums we employ. There has also been a shift from fully integrated agencies to smaller boutique studios. With these smaller studios now working for bigger global brands, collaboration and the very definition of what ‘design’ means is being re-examined across a spectrum of services.
When it came to discussing ‘heritage’, we presented O Street’s redesign of the new RBS bank notes, a piece of work that will be in Scotland’s pockets for the next 30–40 years. In this project, not only did we have to think about presenting the heritage of the nation in an engaging way but we had to balance aesthetics with a timeless narrative that would remain relevant for decades to come.
Further to this, our work with cultural brands positions O Street in a unique place to understand how heritage can be used as a way to inspire, engage and excite.
Speaking with this new generation of designers reminded us how creative and powerful our industry can be and reassured us of the importance in harnessing their talents and providing them with the opportunity to really make a difference in the world.
“International Winter School is an opportunity to do something that is fundamentally different,” explains Dr Gordon Hush, director of the Innovation School at the GSA. “We’re actually engaging with communities; we’re engaging with real people and we’re doing it in an international context.”
As Dr Catherine Morel, associate professor of marketing and head of the MECE programme at Audencia, describes: the International Winter School atmosphere allows students to fully inhabit their creative and innovative potential. “Students have space to think and create,” she says. “It’s a marvellous place to be.”
Thanks again to both Catherine and Gordon for inviting us to participate in this year’s Winter School.