Come together: Sparking Britain's creativity

Glass globes at powerhouse::uk flash up words designed to encourage networking

Creativity cannot flourish in isolation, it must feed on the ideas and suggestions of other minds.

So say the organisers of powerhouse::uk, which explains why they have devoted one of the exhibition's four sections to networking.

According to the Department of Trade and Industry, Britain's creative industries thrive off a diversity of dynamic minds.

"People from different backgrounds are not only willing to talk to each other, but also to work together in a very collaborative way," says the DTI.

"This spirit of trust and generosity fuels creativity and is one of the reasons Britain leads the world when it comes to innovation."

Imagination @ work - St Luke's slogan

In the middle of the networking area stand several glass globes which flash up words and phrases such as "symbiosis", "community" and "join us".

Sohonet is one of the five ideas on display. The thriving streets of Soho, in London's West End, have long been the spiritual home of Britain's creative industries.

Two years ago a handful of companies got together to realise their dream of installing a network of high quality fibre-optic cables under the ground, to link them together.

Today, 14 businesses are signed up to use the system which operates 2,000 times faster than normal ISDN lines.

"It means we can send a feature film down the line so that one agency can add special effects, another can edit, and another do post production," said Chris Lyons, who helped set up the network.

"It brings us closer together and because it's owned jointly by the subscribers we don't pay over the odds to a telecom company."

The globes are a focal point of the networking zone

The idea has proved such a hit that similar businesses is Paris are knocking on the door, asking how to get their own, says Mr Lyons.

St Luke's, a radical London advertising agency also has a pitch in the networking section.

Recently named advertising agency of the year by the industry magazine, Campaign, St Luke's prides itself on breaking the rules, both in its adverts and in the workplace.

"We're an employee-owned co-operative run on democratic lines," explained marketing manager Juliet Soskice.

"For example no one has a permanent desk because this makes you feel more liberated in the workplace and frees you from repetitive behaviour.

"There is an elected board of employees who vote on all non-commercial decisions. Even our name is different. Most ad agencies simply combine the surnames of their founders."