Safia Qureshi is an award-winning Architect, innovation designer and educator. Born in London, UK, she launched Studio [D] Tale in 2015 to build projects with high social and environmental impact. She then incubated and launched CupClub packaging-as-a-service in 2016. In 2016 she was acclaimed by Core77 Magazine to have developed a 'creative business with a social edge.' Safia’s work is recognised for its innovative use of design, digital exploration, and spatial interventions that challenge conventional notions of cities and the built environment. Her work is immediately recognisable, encompassing product innovation, brand identity, system and service design, digital products and architecture. She has earned a variety of awards including top prize winner for CupClub from the Ellen MacArthur Foundation and IDEO and appeared in a number of media and publications, including BBC, Sky, Design Week, Core77, Dezeen, Design Indaba and The Drum. She has been a guest critic at the Bartlett School of Architecture UCL, Royal College of Art and London Metropolitan University. She is currently on the network of professional mentors for the RIBA.