In 2011, Prime Minister David Cameron visited my studio at Leicester’s LCB Depot to meet creative businesses in the Midlands. It was an unexpected moment that highlighted the role creative industries play in social communication, behavioural design, and youth engagement projects.

When an unused pub in Sheffield was purchased by the council the challenge was not simply refurbishment — it was creating a place young people actually wanted to spend time in. By involving young people directly in the design process, the building transformed into a vibrant youth space with a gym, café, computer zones and performance areas. This project shows how environment, design and participation can shape behaviour and create spaces young people feel proud to use.