Lecture at the Open Academy of the Arts, Skipholt 1, room 113, Tuesday 3 February, 12 to 12.40.

John Bielenberg is the man behind Project-M. He is the founder of C2 in California, based on an approach he calls "Think Wrong," challenging the brain’s predetermined linear thought pathways. John has a long career in “thinking wrong”: in 1991 he targeted corporate solutions with his sharply critical "Virtual Telemetrix," which caused a sensation. In due course he launched Project-M, pursuing the “think wrong” principle, with socially-responsible projects created on a cross-disciplinary basis. John is at present supervising a course, Project-M Iceland, "Design Activism," at the Design Department of the Iceland Academy of the Arts.

Further information on John Bielenberg: www.c2llc.com www.projectmlab.com http://tiny.cc/mavlab http://www.designobserver.com