Guillaume Couche

I am a designer from London.

I have worked on consumer products, tools for scientists and artists, and interactive installations. I have also co-founded two successful startups (Notpla & Gravity Sketch) and two design studios (Wolf in Motion & Oh Hi Tomorrow) that have won prestigious design awards and delivered projects for clients such as Apple.

My current work focuses on future concepts, helping design teams and executives imagine what their product lines could look like in 5 to 10 years.

I find this aspect of design most exciting because it combines a hands-on approach and polished storytelling to communicate a vision effectively: Our studio often builds working prototypes and produces short films of all our concepts.

However, with the automation of all creative work – design included – good stories and original ideas may soon not be enough.

I believe that tomorrow's best design work will come from articulate thinking about society and human evolution.

This is why I have co-authored two books on topics that have been overlooked or dramatically misunderstood in design discourse. In the first, Interface Design (BIS Publishers, 2024), we introduced a new design framework for thinking about the interfaces of tomorrow, critical for product adoption in an era of rapid technological evolution. The second, Designing Creative Tools (BIS Publishers, 2026), is the first essay to theorise the design of tools and how they shape art, culture and our imagination.

These books did not appear in a vacuum: since 2015, I have given numerous lectures at Lund University, Imperial College London, and the Royal College of Art, where I initially studied design.

When not designing or writing, I make films and music.

See my Work