A Product Concept Aiming to Spark Conversations
Image Source: NewTerritory
Exploring the intersection of psychedelics and design, I came across NewTerritory, an independent creative studio based in Clerkenwell, London. I spoke with James Ravenhall, the studio's creative director, about their speculative design concept Human Nature.
By Alexandra Plesner
The global psychedelic drugs market is expected to grow, with the predictions that the market will reach USD 6,401.95 million by 2029 from USD 2,386.72 million in 2021.
The commercial potential in the field is undeniable, but it is a market to be treated with extra care. People in the psychedelic industry have dedicated their lives to the cause of enabling research and administration of the substances. All to be pushed back after the Controlled Substances Act had been introduced – "rendering psilocybin, mescaline, LSD and DMT illegal. The act effectively ended all government-sanctioned psychedelic research, and what was a flood diminished to a trickle,” states the Beckley Foundation.
Psychedelics have the potential to ensure access to quality and affordable care for mental health conditions worldwide, as well as the potential for preventative measures. It is time to change the narrative and make the idea of psychedelics for health ok among the general public.
Image: NewTerritory
The studio envisioned an inhaler with exchangeable cartridges and an app for guidance, breath work, mediation, easy access to reordering products, scheduling appointments and more. The inhaler is designed as an object, slightly ambiguous. It was envisioned as something you don't want to hide but as an object that can sit in your home; a vision for making peace with something that is usually hidden. The design was inspired by the poetic and visionary work of Jaime Hayon.
The idea came from the cannabis industry, and NewTerritory also envisioned a patch similar to health plasters that are currently trending in California or nicotine plaster.
Image Source: NewTerritory
“The Imperial College was at the forefront of CBD, but unfortunately, the legislation left the UK behind on market potential compared to the US, also in terms of population of jobs or new revenue streams,” James said. “So actually, in this case here with psychedelics, we hope if we could draw more attention to this area, then perhaps we can see a change of narrative in the field, which would lead to better funding, research opportunity and product-to-market chances.”
NewTerritory makes space to explore new ideas monthly throughout different areas. James also sees design as a tool "to raise awareness" and make innovations accessible that might initially be met with resistance. The agency keeps track of trends in a wide range of industries. When looking at the Imperial College London research suggesting the potential benefit of psychedelics for people suffering from long-term conditions like chronic pain or depression, the studio was intrigued to spin a few ideas.
The reason why NewTerritory conceptualised an inhaler is that it's an understood way of administering drugs. "It also helps us connect more to a world that's less about injections and pills but more about breathwork and meditation," James adds.
A speculative design concept
Having worked on many speculative design projects before myself, I was curious about some behind-the-scenes of the Human Nature inhaler.
The studio used design as a tool to create not only things but ideas, to explore possible futures. Speculative design is much loved amongst creatives teams and simultaneously a way for studios and agencies to get press exposure, submit to awards, attract talent and connect to new clients. These projects tend to result in scenarios and artefacts aiming to spark conversations about alternative futures. Human Nature is a visualised concept without a functioning prototype.
James mentioned that the project was a 2-week design sprint. However, he kept track of studies from the Imperial College and other sources. He was aware of the current stigma attached to psychedelics.
The team was a mix of people from the studio, from intern to director and from strategy, trend, physical product, graphic design, material and motion. The products or apps have not been built, but it is an important starting point for a conversation within the space.
"Like, it's very hippie, and then there is the image of kids partying with LSD,” James said. “On the other hand, you have a growing mental health crisis that puts massive weight on the National Health Service, with one in ten people being treated because of mental health conditions." Psychedelic-assisted therapy has the potential to take some of the pressure of healthcare systems.
“As soon as you put a visual in front of somebody, people get it.”
Image Source: NewTerritory
Speaking with James, we also briefly discussed the potential of marrying psychedelics with emerging sensing technologies such as contact lenses. A trend that has been accelerated by Covid-19. Smart contact lenses have emerged as novel wearables for multifunctional biosensing and drug delivery capacities.
Technology in healthcare has vast potential for the preparation, diagnostic and integration phase. For example, contact lenses and other wearables can track movement, perspiration, respiratory rate, and heart rate. They can help doctors, and patients better understand what type of psychedelic would work best, when and at what dosage.
Image Source: NewTerritory (And yes, we all thought it – this one may be looking a bit like a fancy sex toy. But still cute.)
James emphasises that having a better understanding of yourself and some of your triggers will also allow you to foresee when another therapy session would be beneficial. Again, focusing on the betterment of the individual person. Instead of a handful of pills for life, you have a psychedelic session when needed. He also sees a vast potential for microdosing: "It feels a little like a soft entry level into the world of psychedelics."
To the question of what value design can add to the emerging industry of psychedelics, James said that "design, like art, plays a significant role in storytelling. Through design as a tool, we have the chance to break some of the stigma associated with psychedelics and start to allow people to understand how it could play into their day-to-day lives."
Image Source: NewTerritory
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Centre for Psychedelic Research. (2015). Imperial College London. https://www.imperial.ac.uk/psychedelic-research-centre/
Hayon Studio. (n.d.). Hayon Studio. https://hayonstudio.com/
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NewTerritory. (n.d.). NewTerritory. https://www.newterritory.io/
Psychedelic Drugs Market Size, Share, Trends, Scope, Insight, & Industry Analysis. (n.d.). Data Bridge Market Research. https://www.databridgemarketresearch.com/reports/global-psychedelic-drugs-market
Psychedelic Research Timeline. (2016, December 15). The Beckley Foundation. https://www.beckleyfoundation.org/psychedelic-research-timeline-2/
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Aouf, R. (2022, May 31). NewTerritory imagines inhaler for microdosing psychedelics. Dezeen. https://www.dezeen.com/2022/05/31/newterritory-human-nature-psychedelics-microdosing/
LSNglobal. (n.d.) A microdosing concept reframing psychedelic drugs. https://www.lsnglobal.com/article/view/A+microdosing+concept+reframing+psychedelic+drugs
Wilson, M. (2022, June 14). An elegant vision for microdosing. Fast Company. https://www.fastcompany.com/90758128/an-elegant-vision-for-microdosing
Wong, H. (2022, May 6). This microdosing concept aims to shift perceptions around psychedelics. Design Week. https://www.designweek.co.uk/issues/2-8-may-2022/this-microdosing-concept-aims-to-shift-perceptions-around-psychedelics/
