Fostering a culture of creativity

Physical space and environment is of unparalleled importance to an organisation’s creative culture, and it is indeed a great misnomer to believe that this space is also limited only to the confines of an office.

Creativity does not come from staring at a computer screen, or sitting on a chair all day. Insight exists all around us, and fostering a creative culture extends far beyond the walls of a building.

With this in mind, Momentum has started running a news scheme, Insight Jogging, in which we partner with our Health and Wellbeing Manager to take colleagues, clients and friends on running tours around our London and Manchester offices.

The effect of physical activity on creative thinking is well documented. Initiatives such as this allow people to experience a different environment and viewpoint, change their scenery, and also foster bonds shared through physical exercise.

But even within office walls, there are exciting new avenues to explore. While plants, music, collaborative breakout areas and whiteboards are not without their merits, there is also nothing ‘new’ about these things.

Behavioural psychologists have proven you can change thinking with spaces and environment. Momentum is adopting this and has created a physical concept, the ‘What? Room’, which forces colleagues and clients to truly get under the skin of a brief, solve a business problem, address an idea creatively.

The room is minimal, allowing us to focus on getting the job done, with a large briefing template printed on a whiteboard that can be populated over time. A gallery wall of images helps provide context and stimulus, while standing-room only, and a digital count-down clock ensure focus.