MCCGLC

design thinking, group project

Design Thinking

2024

On this project, we worked with MCCGLC, who creates immersive events, exhibitions and experiences for companies, and wanted to find a way where they can be more sustainable.

MCCGLC wanted to focus on SDG12 - Ensure sustainable consumption and production patterns.

Royal College of Art

Kami Shefer

Group Members

Naomi Shah

Niya Prabhakar

Yunni Lee

THE PROBLEM

Maximum production within the lowest monetary budget

Maximum consumption to achieve maximum monetary sales

Prioritising maximum profit margins on account of being sustainable

There are no immediate consequences for producers and consumers for being unsustainable.
As long as being unsustainable is cheap and convenient for businesses because there are no immediate consequences, the cycle of untethered production and consumption will continue.

Businesses have unsustainable values and practices

Take away from a conversation with MCCGLC:

MCCGLC functions within the framework of their clients who are businesses that prioritise maximum production and consumption

to achieve maximum sales.

MAIN RESEARCH

MCCGLC has the intention of being sustainable

Uses softwares like Trace to track their carbon emissions
Isla to provide guidelines of reducing emissions within event industry.

Traca- CO2 Emission software

Trace allows companies to measure their emissions, set targets

and reach net zero.

Linked to accounting software for companies like MCCGLC

to convert receipts into CO2 emissions

Flaws in achieving sustainability goals:

This measure is taken AFTER all decisions and purchases have been made and not at the beginning of the cycle from ideation to execution.
Providing feedback only annually and not per project.

Flaws in achieving sustainability goals:

Is this user-friendly, convenient and familiar?
Does it seamlessly integrate into their workflow?

Empowers teams to successfully deliver sustainable events through facilitation, upskilling and progress tracking .

Provides production teams with practical guides and templates towards making

ISLA

But how can actions by businesses like MCCGLC and their clients meet these intentions?

Can we inspire intentions of being sustainable into actions through a new perspective?

Could imagining a new world where we prioritise low CO2 footprint over maximum profits shift perspectives and values of clients
of MCCGLC?

THE SOLUTION

We consume and produce on the assumption of infinite resources at our disposal. However the reality is that we extract material resources from a dying planet, labour resources from a global labour where wages are at the very bottom, dangerous working conditions, pollution, biodiversity loss, a warming climate and so on and so forth.

What if our economic model was flipped around? What if producers and consumers had to pay monetary as well as planetary costs? What if being unsustainable was more expensive? Would being unsustainable still be convenient for businesses?

But how do we imagine a new world without outlining the principles of this new world? How can businesses like MCCGLC stop facilitating business-as-usual?

Starting point: Intentions to be sustainable exist.

The first step would be to create A manifesto for businesses like MCCGLC

that are guiding principles to abide by to achieve sustainability.

Following with Data visualisation wall to track if manifesto is being

achieved internally.

What we cultivate extends far beyond fleeting moments.
We craft worlds, shape cultures, and redefine ways of existence.
As brand experience architects, storytellers, and world-builders, we purposefully shift away from the ordinary, propelling ourselves into the realms of innovation for a radically different future—a future that is preferred, plural, and abundant.

In our role as stewards of the Earth, we advocate for an alternative design methodology, one that disrupts the historical agenda. We champion a non-predatory, regenerative, localized, and circular culture - all the way from ideation to execution.

NON-PREDATORY

We vehemently reject the notion that success necessitates a toll on the planet, communities, or ecosystems. Our commitment is unwavering: we will abstain from degenerative resource and labor exploitation.

Princples

NON-PREDATORY

We vehemently reject the notion that success necessitates a toll on the planet, communities, or ecosystems. Our commitment is unwavering: we will abstain from degenerative resource and labor exploitation.

REGENERATIVE

We embrace the responsibility to revitalize ecosystems and advocate for biodiversity.

Our approach fosters a symbiotic relationship with nature, leaving it in a state better than we found it

LOCAL

In sourcing materials, we pledge to empower local communities and minimize the harmful use of fossil fuels in transportation.

Our commitment the localization ensures that the positive impact of our events resonate within the communities that host them

CIRCULAR

Our commitment extends to minimizing waste and maximizing resource efficiency. Prioritizing reusable materials, implementing waste-reduction strategies, and advocating for responsible disposal methods are integral components of our ethos.

This is not merely an event; it is a movement.
A movement toward a world where immersive brand experiences resonate deeply with people and hold the purpose of co-creating a just, sustainable, inclusive, and circular future. Together, let’s transform experiences today for an equitable tomorrow.

*A manifesto would ideally be created using co-design and participatory

workshop with businesses to reflect their values.

Manifesto posters as DESIGN PROBE:

RECALL

Posters mounted in open-plan work spaces as a design probe. Posters serve as recall internally for MCCGLC values

ASSESS

At the end of each day of the ideation - conceptualisation-execution process, employees gather around posters to assess

if these principles are met.

DEFINE

Stickers are then placed under each principle to define:

1. Which principles are they abiding by?

2. How often in their process?

FEEDBACK

Result is a growing, evolving data visualisation wall which provides cumulative feedback internally across all projects about whether the manifesto values

are being met.

NEXT STEPS

Presenting manifesto posters and data visualisation at exhibitions and expos as a pledge towards transparency and accountability.
Inspiring other business models to adopt a similar practice to extend transparency and accountability within and beyond the event industry.

MCCGLC

design thinking, group project

Design Thinking

2024

Royal College of Art

Kami Shefer

Group Members

Naomi Shah

Niya Prabhakar

Yunni Lee

THE PROBLEM

Maximum production within the lowest monetary budget

Maximum consumption to achieve maximum monetary sales

Prioritising maximum profit margins on account of being sustainable

Businesses have unsustainable values and practices

MAIN RESEARCH

Traca- CO2 Emission software

ISLA

But how can actions by businesses like MCCGLC and their clients meet these intentions?

Can we inspire intentions of being sustainable into actions through a new perspective?

Could imagining a new world where we prioritise low CO2 footprint over maximum profits shift perspectives and values of clients
of MCCGLC?

THE SOLUTION

But how do we imagine a new world without outlining the principles of this new world? How can businesses like MCCGLC stop facilitating business-as-usual?

NON-PREDATORY

We vehemently reject the notion that success necessitates a toll on the planet, communities, or ecosystems. Our commitment is unwavering: we will abstain from degenerative resource and labor exploitation.

This is not merely an event; it is a movement.
A movement toward a world where immersive brand experiences resonate deeply with people and hold the purpose of co-creating a just, sustainable, inclusive, and circular future. Together, let’s transform experiences today for an equitable tomorrow.

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NEXT STEPS

MCCGLC

design thinking, group project

Design Thinking

2024

Royal College of Art

Kami Shefer

Group Members

Naomi Shah

Niya Prabhakar

Yunni Lee

THE PROBLEM

Maximum production within the lowest monetary budget

Maximum consumption to achieve maximum monetary sales

Prioritising maximum profit margins on account of being sustainable

Businesses have unsustainable values and practices

MAIN RESEARCH

Traca- CO2 Emission software

ISLA

But how can actions by businesses like MCCGLC and their clients meet these intentions?

Can we inspire intentions of being sustainable into actions through a new perspective?

Could imagining a new world where we prioritise low CO2 footprint over maximum profits shift perspectives and values of clients of MCCGLC?

THE SOLUTION

But how do we imagine a new world without outlining the principles of this new world? How can businesses like MCCGLC stop facilitating business-as-usual?

NON-PREDATORY We vehemently reject the notion that success necessitates a toll on the planet, communities, or ecosystems. Our commitment is unwavering: we will abstain from degenerative resource and labor exploitation.

This is not merely an event; it is a movement. A movement toward a world where immersive brand experiences resonate deeply with people and hold the purpose of co-creating a just, sustainable, inclusive, and circular future. Together, let’s transform experiences today for an equitable tomorrow.

Previous

Next

NEXT STEPS

Could imagining a new world where we prioritise low CO2 footprint over maximum profits shift perspectives and values of clients
of MCCGLC?

NON-PREDATORY

We vehemently reject the notion that success necessitates a toll on the planet, communities, or ecosystems. Our commitment is unwavering: we will abstain from degenerative resource and labor exploitation.

This is not merely an event; it is a movement.
A movement toward a world where immersive brand experiences resonate deeply with people and hold the purpose of co-creating a just, sustainable, inclusive, and circular future. Together, let’s transform experiences today for an equitable tomorrow.