Design Transforms is a lecture series from the Product, Ceramic and Industrial Design programme at Central Saint Martins, where expert practitioners are invited to share their thoughts on the idea of transformation examined through the lens of their work.

Yifei Chai’s work centres on innovation, creative thinking and experiential execution that can trigger human emotions. Holding a double master’s degree in Innovation Design Engineering (MA/MSc) from the Royal College of Art and Imperial College London, Chai took on the role of Innovation Architect at UNIT9. His expertise span are innovation, emotion alchemy, concept and strategy, retail design and fabrication, art and creative direction.

His works have won multiple international advertising awards, including Cannes Lions (x18), D&AD (x11), One Show (x11), FWA (x33). These works have also earned UNIT9 the honours of World Advertising Industry Production Company of the Year 2023 and Agency of the Year 2020.

Please note that this event will be documented. Images and videos of the event could be used by Central Saint Martins for marketing and publicity in publications or online.

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Recording available for UAL students and staff.

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See the full Design Transforms 2025–26 series.

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