In the time of the London Design Festival 2014, beer brand Heineken will once again demonstrate its passion for creativity, design and night life. Twenty young urban, interior and light designers from Warsaw, New York, Mexico City and Singapore, earlier commissioned by the brand, will represent their project of a branded pop-up lounge bar which will travel the world after its debut in London. 

How to shape the direction of creative thinking and get the desired result for a company? The right brief can do so, Adrian Goldthorpe, Managing Director of the London office of Lothar Böhm Associates, argues. In this interview to Popsop, Adrian tells about the difference between the Basic and Magic briefs.