London has long been considered the epicentre of creativity in the UK. Filled with artists, designers and innovators, it's no wonder that the city has earned such a reputation - but the notion that creativity is exclusive to London is outdated.

In recent years, other regions in the UK, with Warwickshire at the forefront, have demonstrated their remarkable ingenuity, proving that creativity knows no geographical bounds.

One of the most significant shifts behind the spread of creativity beyond London is the rise of remote working. Since the COVID-19 pandemic, businesses and professionals have adapted to working from home or other remote locations. This change has shown that collaboration and innovation need not be confined to a single place. Creative professionals can now work together seamlessly, regardless of physical location. This has allowed regions outside the capital to thrive and showcase their creative talents on a national and global stage.

A prime example of this burgeoning creativity is Warwickshire and the West Midlands. The region has made, and continues to make, massive contributions to the design and innovation sectors, particularly in healthcare technology. The West Midlands Health Tech Innovation Accelerator (WMHTIA), led by the University of Birmingham, is a testament to this progress.

The WMHTIA is a government-supported programme that has received £14 million in funding from the West Midlands Combined Authorities' Innovation Accelerator, part of an Innovate UK funded programme. This initiative unites key players across the region, including Medilink Midlands, as part of an organisation consortium. Together, they address challenges in bringing new technologies to market within the Healthcare Technology and Medical Technology sectors. By creating a supportive environment, the WMHTIA helps accelerate new technologies towards commercialisation, demonstrating the region's capacity for creativity and innovation.

The success of the WMHTIA highlights how regions outside London are overcoming traditional barriers to creativity. By running a centrally coordinated series of activities, the programme helps companies navigate "pain-points" in the process of translation. This approach not only fosters innovation but also ensures that the creative potential of Warwickshire and the West Midlands is fully realised and appreciated.

Here at Smallfry, a design consultancy based in Wolston in the north-east of Warwickshire, we pride ourselves on being an example of the creativity that has been creating a significant impact in the industry. Smallfry consistently demonstrates that top-tier design and innovation can thrive outside the capital. Our work spans various sectors, including healthcare, consumer, industrial and scientific products, showcasing our versatility.

At Smallfry, we have experienced first-hand the shift away from a London-centric view of creativity. Clients no longer feel the need to visit our office in person; remote consultations have become the norm, enabling us to work with diverse teams regardless of their location. We have coordinated projects with engineering teams in Asia and marketing teams in Milan simultaneously.

According to our CEO, Steve May-Russell, “Discovering world-class design talent right at your doorstep is incredibly rare.” This statement encapsulates our belief that creativity is not confined to any single location. Smallfry has been sought out internationally for our capabilities, further validating the idea that creativity is a global phenomenon, not limited to the confines of London.

The examples of the West Midlands and Smallfry are just the tip of the iceberg. Across the UK, numerous creative hubs and individuals are contributing to a diverse and vibrant landscape of innovation. The UK is replete with examples of creativity flourishing throughout the country. These regions benefit from unique perspectives and local cultures that enrich their creative output. By fostering a national network of creativity, the UK can leverage its diverse talents to drive innovation and economic growth.

The idea that London has a monopoly on creativity is a myth that no longer holds true. The rise of remote working, coupled with the success of initiatives like the West Midlands Health Tech Innovation Accelerator and the achievements of design consultancies like Smallfry, demonstrates that creativity is thriving across the UK and beyond. By recognising and supporting the creative potential of regions outside of London, we can ensure a more inclusive future for innovation in the UK.

It's time to acknowledge and celebrate the creativity beyond London and embrace the UK's creative potential as a whole!