Unravelling the Fabric of Creative Ingenuity: Navigating Innovation, Sustainability, and the Transformative Essence of Design, Through In-Depth Dialogues with Paul Cocksedge and Joana Pinho

In the grand tapestry of creativity, few threads are as vibrant and dynamic as that woven by Paul Cocksedge Studio. With an illustrious portfolio spanning public installations to luxury collaborations, Paul Cocksedge, Joana Pinho and their team have carved a niche at the intersection of art, design, and innovation. Renowned for their unorthodox approach to materials and their unwavering commitment to pushing the boundaries of conventional design, the studio has become synonymous with creativity that transcends the ordinary.


With an illustrious portfolio spanning public installations to luxury collaborations, Paul Cocksedge, Joana Pinho, and their talented team have carved a niche at the intersection of art, design, and innovation


As we begin on this journey into the heart of Paul Cocksedge’s creative universe, we are invited to explore the intricate processes, philosophies, and inspirations that underpin their groundbreaking work. From the raw materials that form the foundation of their creations to the collaborative spirit that drives their projects forward, we delve deep into the essence of creativity itself—a boundless realm where ideas take shape and imagination knows no bounds.

Join us as we unravel the world of Paul Cocksedge Studio, tracing the threads of innovation, sustainability, and social consciousness that define their artistic vision. Through enlightening conversations with Paul Cocksedge and Joana Pinho, co-founders of the studio, we uncover the secrets behind their most iconic works and gain insight into the future of design in an ever-changing world.


Renowned for their unorthodox approach to materials and unwavering commitment to pushing the boundaries of conventional design, this studio has become synonymous with creativity that transcends the ordinary


Paul, your work is often described as unorthodox in its approach to materials. Can you elaborate on how you choose your materials and what draws you to unconventional ones?

It’s intriguing. You begin with the material, right? Or do I? I’m not entirely certain. Perhaps. Personally, I believe I kick off with an idea. That’s really where it all starts for me. As a creative, you must engage with the material world, ponder its origins, and contemplate the process of assembly and creation. This experience certainly influences the work. But it’s secondary to the main event: the birth of an idea. That’s the crux, isn’t it? How do we manifest that idea into reality? That’s where your interaction with materials becomes crucial.

For someone like me, I’m highly reactive. Take my coalescence piece, for instance, with coal. Have you seen it? We started on an exploratory journey to a coal mine, my father and I. Witnessing the extraction of this fuel sparked profound questions about sustainability and our modern lifestyles.  


From raw materials to collaborative spirit, every aspect of their work embodies innovation, sustainability, and social consciousness


Right, right. Definitely. So, Paul, if I may ask, what? What inspires you to kind of try these different experiments with the materials that you use? What is the motivating idea and how does that process start for you?

It’s about a multitude of things, you see. It’s not confined to just one aspect. Creativity isn’t a linear path for me; it’s more like a whirlwind, encompassing everything. It’s diverse and multifaceted. Ultimately, it’s about eliciting a reaction. How do you stir emotions? How do you ignite movement? Whether it’s stirring the audience, impacting the public, or even just physically moving a material—creating an engaging experience that prompts contemplation, making us ponder the challenges we collectively face. Take, for instance, my coalescence piece. It aimed to shed light on coal consumption and its repercussions. While words might not fully capture its essence, visuals would certainly do it justice.

Living in London, one of the most dynamic cities, provides a constant source of inspiration. It’s not one-dimensional; it’s a culmination of experiences, and being immersed in that environment sparks ideas from various corners. Our limited edition pieces, carefully crafted and aesthetically pleasing, serve the realm of interior design beautifully, but solely focusing on that wouldn’t suffice for me. That’s where the pivot towards large-scale public art comes into play, activating communal spaces, sparking conversations, and resonating with a broader audience.

Engagement is key, and that’s where my true passion lies—connecting with people, exchanging ideas, and fostering dialogue. It’s about being useful, drawing from my design background to contribute meaningfully. It’s about enriching society, nurturing culture, and infusing vitality into urban landscapes. Comfort is essential, but it doesn’t equate to sterile perfection. It’s about embracing the wild, the free-spirited, and the joyful; all while ensuring inclusivity. It’s for everyone to enjoy, isn’t it?


Through enlightening conversations with Paul Cocksedge and Joana Pinho, we uncover the secrets behind their most iconic works and gain insight into the future of design in an ever-changing world


Joana, as a co-founder of Paul Cocksedge Studio, what do you think is the most significant aspect of the studio’s collaborative process?

We are a small studio, meaning we can change, adapt, and take risks, perhaps more so than if we were a larger operation. Our collaborations are varied, one minute could be working with a city council on a public art project in Paris, or designing a lighting object for an Italian company. It’s rich and diverse, and with it comes tons of experience. Internally, we bring engineers, architects, artisans, and local and international industries together, each adding their layer of expertise. This melting pot of ideas is crucial—it means our projects are not just reflective of one vision but are enriched by many perspectives.


From the fascinating Coalescence piece to lighting experiments, his creations challenge us to think deeply about sustainability and modern lifestyles


Paul, you’ve mentioned previously that science is an anchor for your work. How do you integrate scientific principles into your artistic process?

I’m engaged in various endeavours, you see. Many of my light experiments delve into the world of science, involving electricity, circuits, and a fusion with nature. Take, for instance, our creation called Life Zero One, a vase in which a flower illuminates its surroundings. It’s a simple concept; the life of the flower gives birth to light, and as it fades, so does the illumination. Even as I describe it, there’s an emotional resonance, a connection formed without the need for visual confirmation. That aspect intrigues me greatly.

Among our projects are ventures like the Gravity Chandelier, exploring the balance and organic forms achieved through draping. We’ve also tackled auditorium designs, employing tensioned elastic bands around columns to provide structural support. Embedded within these creations are scientific principles, which I find endlessly captivating. In the realm of creation, one can’t stray too far from the principles of science. They form the bedrock of understanding and implementation. There’s a beauty in this convergence, a clarity within the laws of nature or evolution, whichever term you prefer. Amidst the chaos of the world, there exists a precision that resonates deeply with me.


Creativity isn’t linear; it’s a whirlwind encompassing everything! Paul Cocksedge believes in eliciting reactions, stirring emotions, and igniting movement.


Joana, could you discuss how the studio’s research into technology, materials, and making processes informs its design philosophy?

Our research into new technologies and materials is what keeps our work on the cutting edge. Paul is known for his ‘magic’ and this magic is often routed through science and technology. We’re constantly exploring and questioning how things are made, what they are made of, and how we can show it again in a new light.  This curiosity feeds directly into our design philosophy, pushing us to create solutions that hopefully are not just viable but visionary.


Whether through limited edition interior pieces or large-scale public art, his work resonates with diverse audiences, sparking conversations and enriching urban landscapes


Paul, your work often engages with pressing issues of our time, such as social connection and fossil fuel use. How do you see design as a tool for addressing these issues?

Absolutely, design, and by extension, all creative endeavours, are deeply intertwined with existential questioning. We’re constantly pondering our purpose, and how we choose to spend our time in a way that feels meaningful. It’s the essence of a creative person’s life.

Consider a writer presented with the choice between crafting their own prose or producing commercial content for a bank. More often than not, they’ll opt for their personal writing—it’s where they feel most aligned with their true selves. Artists, designers, and creatives of all kinds share this thirst for authenticity. They’re searching for answers within themselves and within their work, aiming to enrich not only their own lives but also the experiences of their audience. Our coalescence piece again, urged us to reconsider how we inhabit this world, how we fuel ourselves, and the implications for our collective existence. Are we prepared to confront these challenges? And if so, how do we proceed? What kind of future do we envision?

Creative individuals possess a unique skill set honed through their innate curiosity and drive. They’re adept at crafting pieces that resonate deeply with others, much like how effective politicians can influence societal change. While their methods may differ, the outcome remains the same—they provoke thought, evoke emotions, and inspire action. Consider the parallels between a landscape architect designing a people-friendly park and a governmental policy aimed at improving public welfare. Both endeavours seek to enhance the lives of individuals within a community, albeit through different means. It’s this shared pursuit of betterment that underscores the potential for closer collaboration between the creative and political spheres.


From exploring balance with draping forms to integrating nature with electricity, their work demonstrates that scientific understanding is crucial to artistic innovation


Paul, your collaborations range from cultural institutions to luxury brands. How do you navigate the different contexts and expectations of these partnerships?

Certainly, Joanna plays a crucial role in ensuring the financial viability of our studio and enabling us to undertake ambitious projects. However, my focus remains relatively constant. I’m consumed by the vision of people entering the space we’re creating, contemplating how they’ll feel, and what impact our work will have on them. It’s a question that often keeps me up at night—imagining the emotional resonance our creations will evoke in the public.

I indulge in this mental exercise, envisioning the reactions of those who will interact with our work. As the project progresses and more people are exposed to it, I gain insights into its potential effects. Whether it’s for a luxury brand, a gift for a friend, or an installation for a party, my approach remains consistent—I’m always considering the audience, striving to elicit a meaningful response.


Joana Pinho explains how this research feeds into their design philosophy, pushing them to create solutions that are not just viable but visionary


Joana, what role do you see technology playing in the future of design, particularly within the context of the studio’s work?

AI is embedded into our daily lives in our Studio, from copywriting to image making. Technology will increasingly play a role in how we conceive and realise our designs. It’s not just about using new tools but about integrating these tools thoughtfully to enhance Paul’s ideas. The purity of the concept and focus become even more relevant in what we do. For us, technology is another material at our disposal—one that can transform the very essence of what we create.


Paul Cocksedge uses creativity to provoke thought, evoke emotions, and inspire action, much like how effective politicians influence societal change


Paul, could you discuss the significance of your solo shows and exhibitions, such as those at the Friedman Benda Gallery and Milan Design Week?

 You’re absolutely right; generalisations don’t quite capture the intricacies of individual experiences. Growing up in a working-class background, I wasn’t accustomed to the world of affluent collectors and high-end galleries. It was a space I delved into through my experiences with galleries like Friedman Bender. Initially, the exorbitant prices for pieces of furniture seemed alien to me, my family would find it perplexing that a table could cost as much as a house deposit.

However, delving deeper, I realised that the allure of these pieces goes beyond their monetary value. It’s about the story behind the creation, the meaning infused into every detail. This fascination with the narrative behind the artwork transcends boundaries, it’s the same whether you’re in Milan viewing an installation or engaging with a potential buyer in a gallery. Despite the commercial aspect inherent in gallery contexts, profit has never been my primary motivation. There have been instances where my gallery has informed me of a sale, only for me to hesitate because I’ve grown attached to the piece. For example, a piece where we excavated my studio through eviction wasn’t created with the intention of being sold, it was an experiential piece meant to be consumed in the moment, not to be commodified.

Continuously questioning the ‘why’ behind my work leads me to a simple truth: I create to express myself creatively. It’s a fundamental need that keeps me grounded and fulfilled. While I understand that for many creatives, commercial success is a driving force, for me, it’s about authenticity and self-expression. While there’s no judgment on those whose motivation lies in commercial gain, it’s not the path I choose to follow. My fuel is found in the act of creation itself.


Whether creating for a high-end gallery or a public installation, the focus remains on eliciting a meaningful response. The vision is clear: connecting with people, exchanging ideas, and fostering dialogue


Paul and Joana, how does the studio approach sustainability in its designs and projects, especially given the emphasis on materials and processes?

The pieces I’ve mentioned, like the coal pieces, have a few layers to them. Firstly, much of my early work stemmed from necessity, I didn’t have the financial means to work with lavish materials, so I had to be resourceful. But the end result was never about showcasing my financial limitations; it was about the final product. There’s a nimbleness in my approach, born from having to make the most out of limited resources.

Despite our studio’s current success and access to resources, I remain averse to wastefulness. It’s ingrained in me to create efficiently and sustainably. When designing pieces like Please Be Seated, for instance, I strive for simplicity, locality, and ease of assembly. However, there are occasions where I create knowing only a handful of pieces will ever be made, allowing me the freedom to explore without the pressure of mass production. It’s all about maintaining equilibrium across diverse projects. There’s a balance to strike between artistic expression and environmental responsibility. While the pressure is higher when designing for mass production or urban infrastructure, it’s a positive pressure—one that drives us to innovate and consider the broader impact.

Yet, as we navigate these challenges, we mustn’t overlook the broader societal implications of our technological advancements. We need to shift the narrative from one where technology dictates our lives to one where we actively shape its role in our society. This requires collective introspection and a recalibration of our priorities. Rather than allowing technology to dictate our actions, we should determine how it serves us, fostering a more inclusive and participatory approach. It’s time for a paradigm shift, a reevaluation of our relationship with technology and the built environment. Let’s engage in meaningful dialogue and ensure that the future we’re building aligns with our values and aspirations.


Integrating AI and new tools thoughtfully, the studio enhances Paul’s ideas, making the purity of concepts even more relevant


Joana, looking ahead, what are some future goals or projects that you’re particularly excited about for Paul Cocksedge Studio?

I think continuing with public installations and space transformation, in particular in the Middle East and Indian markets, is important. The studio is currently exploring opportunities in these regions, noted for rapid development and an appreciation for futuristic architecture. The studio aims to forge and strengthen connections with both governmental and private clients, to create iconic landmarks and community-centric designs that merge traditional aesthetics with modern functionality.

I would also like to expand educational workshops via social media, utilising platforms like Instagram and our website. We would like to offer both virtual and in-person workshops targeted at aspiring designers and the general public, leveraging digital platforms to engage a global audience.


With sustainability as their compass and creativity as their guide, Paul and Joana navigate the ever-changing landscape of the creative industry, leaving an indelible mark on the world around them


In a world where creativity reigns supreme, Paul Cocksedge Studio stands as a beacon of innovation and inspiration. From the bustling streets of London to the prestigious galleries of Milan, their work transcends borders and captivates audiences around the globe. As we draw the curtain on our exploration of their creative universe, we are left with a profound sense of awe and wonder—a testament to the transformative power of art and design.

Looking to the future, Paul Cocksedge and Joana Pinho continue to chart new frontiers, forging ahead with bold ideas and groundbreaking projects that challenge the status quo and redefine the possibilities of design. With sustainability as their compass and creativity as their guide, they navigate the ever-changing landscape of the creative industry with grace and purpose, leaving an indelible mark on the world around them. So let us carry forth the spirit of exploration and discovery, inspired by the boundless imagination of Paul Cocksedge and Joana Pinho. For in the world of design, as in life itself, the possibilities are truly limitless.


Image Credits: Paul Cocksedge Studio

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