Podcast Title: Mindful Creative with Radim Malinic
Episode Title: The Impact of Building a Creative Community - Simon Wright and Richard Wiggins (All Flows)
Release Date: April 21, 2025

Introduction

In this engaging episode of Mindful Creative, host Radim Malinic delves deep into the dynamics of fostering a creative community. His guests, Simon Wright and Richard Wiggins of All Flows, share their journey in building a multidisciplinary creative agency and organizing influential design and digital conferences in Milton Keynes. The conversation explores the significance of community building, the unique creativity fostered in a young city, and the challenges and triumphs of organizing creative events outside major metropolitan hubs.

Background of Simon Wright and Richard Wiggins

Simon Wright introduces himself, highlighting his extensive background in contemporary art, including a 15-year tenure at Muslims Gallery where he curated public programs. It was during this period that Simon met Richard Wiggins while hosting the long-standing MK Geek Night event in Milton Keynes.

Simon Wright [00:50]: "We find ways to make some kind of income from doing the work that we do. And I think that also differentiates us as well from other agencies."

Richard Wiggins shares his roots in Milton Keynes, detailing his early life in the city and his evolution from a web designer in the late 90s to co-founding Pooleyville alongside Simon and their colleague Daniel Shahadi.

Establishing Pooleyville and Shifting Focus

The duo explains the origins of Pooleyville, both as a publication and a creative agency, inspired by the city's unique planning history.

Simon Wright [04:20]: "Pooleyville is actually the plan that was designed prior to Milton Keynes being designed. It was a kind of place, about alternative stories and possible kinds of futures."

Initially focused on creating a publication that highlighted Milton Keynes's creative scene, Pooleyville's direction shifted towards commissioned work and projects with Milton Keynes Council, particularly within the culture and heritage sectors. This pivot ensured financial sustainability while maintaining their commitment to the city's creative narrative.

The Birth of All Flows

The conversation transitions to the inception of All Flows, an international creative design and digital conference held annually in Milton Keynes. Simon recounts their first attempt to host a larger conference inspired by successful events elsewhere.

Simon Wright [13:08]: "And yeah, too much coffee and we got a little bit carried away about what that could be and we birthed All Flows."

Despite initial setbacks, such as technical issues and financial losses, the founders remained undeterred. Their passion and dedication led to improved event experiences in subsequent years, emphasizing quality programming and community engagement.

Creativity in a Young City: Milton Keynes

A significant portion of the episode is dedicated to exploring how Milton Keynes's relatively recent establishment (only 56 years old) influences its creative landscape. Simon highlights the city's radical approach to urban design and community building, which has historically integrated art and creativity to foster a sense of place.

Simon Wright [14:06]: "What is really fascinating about the history of the city for me is how the arts was used to create community."

Richard adds that Milton Keynes's green spaces and planned infrastructure provide a unique backdrop for creative endeavors, allowing for continuous development and a persistent sense of possibility.

Challenges of Organizing Creative Events Outside Major Hubs

Simon and Richard discuss the hurdles of hosting significant creative events in Milton Keynes, such as limited venue options and overcoming preconceived notions about the city. They emphasize the importance of maintaining an intimate atmosphere in All Flows, which differentiates it from larger, more impersonal conferences.

Simon Wright [30:01]: "There's a lot of disconnection with creative in what's going on in Milton Keynes, with music, what's going on in Milton’s, certainly with tech."

They also touch upon the financial and logistical challenges, especially in a post-COVID world where event management dynamics have shifted. Despite these obstacles, their commitment to fostering a creative community remains unwavering.

Community Building and Curation

A core theme of the episode is the strategic curation of speakers and content to inspire and energize attendees. Simon and Richard elaborate on their approach to selecting diverse, high-quality speakers who not only bring expertise but also inspire creativity among participants.

Simon Wright [42:23]: "We do pour a lot of time into curation and we have been complimented on that."

They strive to balance well-known figures with emerging creatives, ensuring a rich and varied program that caters to different interests within the creative industry. This meticulous curation has earned All Flows a reputation for delivering insightful and engaging content.

Vision for the Future

Looking ahead, Simon and Richard express their aspirations for All Flows. They aim to grow the conference without compromising its intimate and inspiring atmosphere. Plans include expanding their lineup of speakers, incorporating interactive sessions, and continuing to highlight Milton Keynes as a burgeoning creative hub.

Simon Wright [47:23]: "We have quite a close alignment and we do quite a lot with city council. Our event is referenced in the five-year cultural and tech strategy for the city."

Richard shares dreams of securing high-profile guests while maintaining the event's unique character, ensuring that All Flows continues to be a catalyst for creative innovation in Milton Keynes.

Conclusion

The episode concludes with Radim Malinic reflecting on the profound impact that building a creative community can have on a city. Simon and Richard's dedication to Milton Keynes exemplifies how passion-driven initiatives can transform and elevate the creative landscape, even in relatively young urban environments.

Notable Quotes

• Simon Wright [00:50]: "We find ways to make some kind of income from doing the work that we do. And I think that also differentiates us as well from other agencies."

• Simon Wright [04:20]: "Pooleyville is actually the plan that was designed prior to Milton Keynes being designed. It was a kind of place, about alternative stories and possible kinds of futures."

• Simon Wright [13:08]: "And yeah, too much coffee and we got a little bit carried away about what that could be and we birthed All Flows."

• Simon Wright [14:06]: "What is really fascinating about the history of the city for me is how the arts was used to create community."

• Simon Wright [42:23]: "We do pour a lot of time into curation and we have been complimented on that."

This comprehensive summary captures the essence of the conversation between Simon Wright and Richard Wiggins, highlighting their endeavors in building a creative community through All Flows and Pooleyville in Milton Keynes. Their insights offer valuable lessons on community building, event management, and the influence of urban design on creativity.