Guillaume Couche

I am a designer from London. I have worked on everyday products you can find in the supermarket and professional tools used by designers, artists, and scientists. I have also co-founded two startups (Notpla & Gravity Sketch) and two design studios (Wolf in Motion & Oh Hi Tomorrow) that have won prestigious design awards and delivered forward-thinking projects for clients such as Apple.

Alongside my design work, I write about what I believe are becoming the most critical questions in design. To date, I have co-authored two books: Interface Design (BIS Publishers, 2024), which introduces a new framework for the interfaces of tomorrow, and Designing Creative Tools (BIS Publishers, 2026), an essay theorising how tools and instruments shape art and, ultimately, culture.

To me, design is about improving the way we live. That might mean focusing on better or more durable products than those already available. It could involve proposing a new aesthetic that makes our living environment more joyful. Or it could mean allowing people to do things that were simply not possible before.

Consequently, designers carry a responsibility: they influence how people consume, how they interact with each other, and, increasingly, how they think, grow as individuals, and evolve as a society.

Until recently, ‘good design’ could flourish by following intuition and occasionally applying simple, common-sense principles.But the scope of design work has changed dramatically over the last decades: even if they look similar, a 1970s portable radio has little in common with an AI-supercharged smartphone that penetrates the multiple dimensions of our lives — and, little by little, shapes them.

Designers don’t just need original ideas anymore. I believe tomorrow’s best design work will come from articulate thinking about society and human evolution.

See my work