1. Creative Industry - case study Mark Champkins: Concentrate

2. 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.

3. 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

4. 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

5. 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

6. 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

7. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. He will launch at least two new products a year. Creative Industry - case study: Education Design

17. 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 Creative Industry - case study: Education Design