Product design is putting together lego blocks, choosing a colour and calling yourself a designer. The foundational principles of great designs are in the unraveling of the status quo, challenging the norms, defying convention and generally upsetting a bunch of suits.

Creative rebellion.

Breaking gravity’s hold.

Do you want to be a fucking astronaut… or eschew gravity and ride an elephant to the stars. “But elephant’s can’t fly” we hear you scream in front of your overpriced spiced mocha pumpkin latte – lucky for us, neither can conventional thinking.

Also, hot of the press, we’re not elephants.