Grey Matter Group is a multidisciplinary design and marketing firm which specialises in collaboration with academic researchers. The journey began with a ‘Discovery session’, in which a group of our researchers shared with GMG the thinking behind the project. The discussion highlighted that desire is part of what it means to be human: it is both universal and insatiable.

It also drew out significant distinctions between appetitive and spiritual desires, with the former constituted by lack, and the latter by plenitude and creativity. We are now looking forward to seeing the first fruits of these discussions.

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