Dick Powell: Synthesising simplicity from complexity

With nearly 40 years of experience, Dick Powell’s approach to design is about creating better solutions for people, businesses, and the world. In his talk, Powell reflected on the changing paradigms of design, the role of innovation, and how design can shape the future.

Not just different, but better
Powell opened his talk by saying, “Design is not just about being different or more stylish, but about being better — better for people, better for business, and better for the world.” For him, the essence of design lies in improving lives and meeting human needs in innovative ways.

This ethos led Powell and his co-founder Richard Seymour to create Seymourpowell, a design and innovation consultancy with a focus on understanding the user and solving real-world problems. “Innovation, to me, is not about creating things for the sake of novelty,” Powell remarked, “but creating solutions that serve a purpose, that address challenges we face today, and that make the world a better place.”

Designing the Virgin Galactic spacecraft
A prime example of this philosophy in action was Powell’s team’s work on the interior design of Virgin Galactic’s spaceship. Powell explained how, 15 years ago, Virgin Galactic approached them with a vision of taking people to space. At that time, the company had no clear idea of what that future looked like, but they wanted to bring it to life.

“We couldn’t just design a mockup,” Powell said, reflecting on the early stages of the project. “We created an animation to visualise the astronaut's experience — from boarding the spacecraft, flying to space, and floating around in zero gravity.” The team had to envision a product that didn’t yet exist, a challenge Powell relished. The team worked under the constraint of not being allowed to access certain technological details due to American regulations, forcing them to innovate with limited information.

The result was a design concept that closely resembled the final spacecraft. “We got it remarkably close,” Powell noted, proudly pointing out how their design helped Virgin Galactic secure crucial funding and support to turn the concept into reality. This project encapsulates Powell’s belief that design is not just about what is possible today but about envisioning and creating the future.

Startups and new paradigms
Powell also shared his insights on the role of startups in driving innovation. He cited the example of two young entrepreneurs in India — Shlok and Neil —who approached Seymourpowell to design a smartwatch. These entrepreneurs were influencers with a brand called Tech Burner, and they wanted to creat a smart device that would stand out in a crowded market.

“The incredible thing is how quickly we went from the initial sketches to a finished product,” Powell recalled. Within just months, the smartwatch was designed, and it was launched online. The product sold out within 48 hours. This case exemplifies how quickly startups can disrupt industries by creating new products that captivate the market.

Powell said, “What took established companies years to develop, startups can sometimes do in a matter of months,” he said, highlighting the speed and agility that characterise startup culture. 

The Fairphone and sustainable design
Another powerful example of innovation in design that Powell shared was the Fairphone, a sustainable mobile phone that Seymourpowell designed. The Fairphone was built to create a more ethical and environmentally conscious alternative to the usual smartphone models. 

“This company may not compete with Apple or Samsung,” Powell said, “but it’s putting a stake in the ground, showing the world where we should be heading.”

The Fairphone is designed with a modular structure, making it easy to repair and replace individual components, like the screen and battery, rather than disposing of the entire phone. 

The materials used in the phone are sustainably sourced, and the company works to ensure fair labour practices are followed throughout the production process. 

For Powell, the Fairphone is a prime example of how design can align with social and environmental responsibility. “It’s about looking ahead to what the world needs and creating products that have a lasting impact,” Powell said.

The cordless kettle
Powell also shared the story behind the world’s first cordless kettle, a product that revolutionised the way people use kettles. “People didn’t realise they needed a cordless kettle,” Powell recalled. “Everyone was happy pulling the plug out of the back of a kettle to fill or pour from it. But we asked, ‘Why not create a kettle that’s completely wireless?’”

The invention of the cordless kettle in 1985 solved a problem that most people hadn’t even considered — a product innovation that became a household staple across the world. 

Powell highlighted this example to show how asking the question “Why not?” led to a breakthrough that has since become ubiquitous. 

Why not ask why not?
A theme that Powell repeatedly emphasised during his talk was the importance of asking “Why not?” rather than simply accepting the status quo. “Our job as creative people is not to just accept things as they are, but to challenge them,” he stated. This mindset has driven many of the innovative solutions created by Powell’s team, from the first cordless kettle to cutting-edge concepts in space travel.

Through case studies like the cordless kettle, Powell demonstrated how, by questioning norms, his team was able to develop products that transformed industries. For Powell, the act of challenging assumptions is at the heart of what makes design impactful. 

Design for a better future
Powell stressed that design is about creating a better future — one where innovation and sustainability go hand in hand. 

He showcased examples like the hydrogen-powered motorcycles, which, though not yet commonplace, represent a forward-thinking approach to addressing environmental concerns. “We don’t have a hydrogen economy right now,” Powell acknowledged, “but these products represent what the world could look like if we shift towards sustainability.”

For Powell, the future of design is one where innovation isn’t driven solely by technology or profit but by the broader goal of improving the world. Whether it’s through sustainable electronics like the Fairphone or rethinking everyday household items, Powell’s message was clear: design has the power to shape a better world for us all.