We are very excited to welcome LEGO for the first time at New Designers, presenting an Award on Week 2, offering one very fortunate ND18 designer a visit to the LEGO Group headquarters in Denmark and professional coaching from the LEGO Creative Play Lab’s Senior Innovation Director, William Thorogood.
William is offering graduate designers advice, and tells us what LEGO will be for looking for at New Designers.
→ Why do you find working with New Designers so important?
It is not only a great way to find upcoming new design talent but also a great place to be inspired by a wide variety of novel ideas and innovative thinking.
→ What do you look for in graduates and their work?
I always look for something different, something surprising and something that stops me in my tracks or challenges me to re-assess what I thought I knew. Someone that takes a playful, fun and creative approach to solving a particular design challenge is always of interest to me.
→ What advice would you give to graduates?
Get great at communicating your ideas in the most simple way possible – sketch it, sketch model it, make a demo, but don’t over complicate things! Follow your passions and follow the fun – if something makes you happy, it will show in the quality of your work.
