Our aims at the Centre for Creativity are to:

    • Help cultivate a culture of creativity inside organisations
    • Understand more about what factors and processes affect creativity
    • Promote the importance of creativity
    • Study creativity in the field of education
    • Encourage inter-disciplinary and applied research

We work with organisations in the business, education and government sectors running training courses, workshops, undertaking collaborative projects and conducting research.

© iTake images -

© iTake images –

About Us

Gareth Loudon and Gina Deininger have been engaged in Creativity research for several years and started to develop the ‘Centre for Creativity’ in 2011.  The ‘Centre for Creativity’ was incorporated as a Company Limited by Guarantee in April 2013.



Photo by Jorge Lizalde

Dr Gareth Loudon (Director): Gareth is also a Principal Lecturer (part-time) at the Cardiff School of Art and Design, Cardiff Metropolitan University. Gareth’s research interests focus on creativity and the innovation process, combining ideas from anthropology and psychology, engineering and design. Gareth has been active in academic and industrial research for the last 25 years and has also taken several research ideas all the way through to commercial products for companies such as Apple and AsiaWorks. Gareth has also worked for companies including Cegelec and Ericsson. Gareth has several patents and over 50 publications in total. Gareth has won many awards including Best Software Product Award at COMDEX Asia, and for his concept design work from IDSA/BusinessWeek. Gareth is a Chartered Engineer, a Fellow of the Institution of Engineering and Technology and a Fellow of the Higher Education Academy.



Dr Gina Deininger (Director): Gina is also co-founder and School Director of Create Schools gGmbH in Munich ( – a new school initiative for creative children, original thinkers and children with special potential. Gina completed her PhD in 2013, entitled ‘Does State of Being and Dynamic Movement have a relationship with Creativity?’. Gina is also an international artist having exhibited and sold work around the world. Gina’s research focus is on the creative process, looking across the disciplines of psychology, philosophy, neurophysiology and physics. Being an artist has provided Gina with an invaluable personal insight into the creative process. Gina has also worked with children and adults for over twenty years in the area of emotional & creative intelligence; developing programs to enhance creativity and emotional well-being.

We also have several associates linked to the Centre for Creativity who are involved in different projects and training activities.


Our motivation is to help organisations cultivate their own creativity. Our interests span across different sectors including business, education and government.


Cardiff School of Art & Design

Cardiff School of Art & Design

There is recognition by many senior managers and educators of the need for staff and students to be more creative and innovative to enable them to have breakthrough ideas and discover new solutions that are novel, valuable and substantive.

“Creativity Selected as Most Crucial Factor for Future Success”

A global study by IBM in 2010 of 5000 Chief Executive Officers (CEOs) across 60 countries and 33 industries found that creativity was selected as the “most crucial factor for future success”. However there is often a reality gap between statements from senior management saying “we must be more creative” and what actually happens on a daily basis. This can be due to a lack of understanding of how to truly cultivate creativity.

80% of people felt that “creativity is key to driving economic growth”

A survey, commissioned by Adobe in 2012, of 5,000 adults in the US, UK, Germany, France and Japan looking at attitudes and beliefs about creativity at work, school and home found that 80% of people felt that “creativity is key to driving economic growth”. However the survey also found “a workplace creativity gap, where 75% of respondents said they are under growing pressure to be productive rather than creative, despite the fact that they are increasingly expected to think creatively on the job.”

“Hamstrung by an education system that is not geared towards creativity”

In another study by Adobe in 2013 on Creativity in Education covering 13 countries across Asia Pacific, respondents gave a rating of 8.4 when asked to rate on a scale of 1 to 10 on how important it was to infuse creativity in education to ensure their country’s long-term success. However, more than half of those surveyed also felt “hamstrung by an education system that is not geared towards creativity”.