60-second start-up: NEON

0-5 seconds: Sum your business up in a sentence

Neon are a bold young London based design practice, seeking to explore new territories between architecture, design and art.

5-10 seconds: What's the business model?

We work with our clients to analyse their needs and create value by delivering unique, inspirational designs.

10-15 seconds: Who are your competitors?

There is no-one quite like NEON.

15-20 seconds: What's your USP?

We don't buy in to any particular design style or philosophy. We work without preconceptions to analyse each brief independently in order to ascertain its unique opportunities and challenges and create a design that is often surprising but always relevant.

20-25 seconds: How have you funded it so far?

We are totally self-funded.

25-30 seconds: What were you doing before?

Prior to founding NEON we both worked in the UK and internationally for world renowned, prize- winning architects on projects of all size and scale.

30-35 seconds: Where did the idea come from?

NEON in the original Greek means 'new one'. Our inspiration comes from a desire to always offer our customers original, exciting creations. For us, design is a process of invention and discovery that grows from the client, the brief and the social, economic and technological environment.

35-40 seconds: What's the smartest thing you've done so far?

Coming up with the name NEON.

40-45 seconds: What's the stupidest?

We do stupid things all the time; often it leads to our best work.

45-50 seconds: If your business was a biscuit, what would it be?

Jaffa cakes. They manage to blur the line between biscuit and cake.

50-55 seconds: Which idea are you a bit jealous of?

Evolution

55-60 seconds: Where are you going to be in 12 months' time?

We will be everywhere. We have already won our first project, which will be installed in London's Royal Docks as part of London Festival of Architecture 2012 and we are well on the way to our next commission. We are looking to build up a portfolio of projects over the next 12 months for clients who value creativity and ideas. Watch this space.

For more information on NEON click here, www.seeneon.com

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