In this edition of the Seymourpowell TV series, Sam Crompton, Head of User Research at Seymourpowell, examines to the role of design and innovation in the 2012 London Olympics.
There are 3 axis of design at the games, Crompton says: emotion, performance, and brand. Whether it's Mo Farah's trainers or Mini MINI BMW's fetching javelins, the innovation shows that conversations about the Olympics should go beyond the sports.
What innovations are you noticing in this year's Olympics and Paralympics, and what do you think we'll see next? Tell us your thoughts by commenting below or messaging us on Twitter @Seymourpowell
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