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We want to support the creative industries. Nottingham has masses of creativity. We don't need anyone to be in charge of this; it is about everyone in Nottingham keeping the faith.

This is what lead us to develop FutureFactory. This is helping local businesses to develop sustainable products and processes without compromising commerciality.

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I have recently been involved in establishing the Nottingham Media Academy, which includes Nottingham Trent University's School of Art and, Design and Broadcast Journalism, New College Nottingham, Broadway Cinema and Media Centre and Confetti Institute of Creative Technologies.

Our Schools of Art and Design and Architecture, Design and the Built Environment are knitted into the community in many different ways and we are continually building relationships with local businesses.

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Creative businesses tend to think that they just need to meet a top buyer, without thinking about what they can bring to the party their product or service usually needs work.

But what does creative thinking have to do with business?

Lots still think design is an aesthetic and not an integral part of the product or service. They think their original design will be second rate if they take into account the customer's needs.

And we have a whole suite of programmes around The Designed Environment, incorporating a range of subjects including civil engineering, interior architecture and product design. This is about developing industrial products as well as household items. People are buying products for different reasons they want things that are more efficient and effective.

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Nottingham would do well to appreciate the wonderful riches it has. But it must not be complacent. We must move forward continually.

Designers are working more in partnership with scientists, industrialists and business people. Cross discipline working is now a reality here.

Do you see any new developments in the fields of design?

As Pro Vice Chancellor at Nottingham Trent University and Head of the College of Art, Design and the Built Environment, she draws on a wealth of international experience to engage with our creative industries in Nottingham.

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Design thinking and the freshness of working with universities and their innovative minds is what will sustain Nottingham's continual development. We all need to build new relationships and make this a truly creative city.

has to improve the way something functions. The key to all creative and design projects is to take responsibility in business and develop new ways of thinking and working with people.

Design is not decoration or pure art, it Nike Air Max 1 Ultra Se Olive

Designers are a part of our culture and society and their work reflects the consumer demand and market demand. Designers have to reflect the values of the people they're working for. There are new issues of sustainability and environment and ethics.

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Design is developing in two directions. On one hand, it Buy Nike Air Max 1 Essential is all about the effectiveness and efficiency of a product or service, and on the other it is about achieving new levels of craftsmanship.

How can Nottingham's creative businesses continue to prosper?

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It is the only Skillset accredited academy in the East Midlands and is training students from all walks of life in how to build their skills and employability in the creative industries. We also have a new BA (Hons) Architecture programme, with its first graduates this year. The course has had a very successful Nike Air Max 1 Mid Waterproof Women's Sneakerboot

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Designers are responsible for the decisions they make, for example: how they source materials, how effective their design is, how the supply chain operates and the ethics surrounding a design. Now, designers have to really think things through to the end of a product's life.

T HERE are a number of key players in Nottingham whose creative thinking and commercial focus are making direct contributions to our local economy and Ann Priest is one of the most dynamic and Nike Air Max '97 Jd Sp - Pine Green/Gorge Green/White

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Every business should think as a designer might when solving a problem. For example, in the NHS they are bringing in groups of designers and other creative thinkers to solve user focused problems, with the user and supplier.

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