The Creative LAB will focus on how to manage the process of creating new concepts for exhibitions, shows, demonstrations, educational materials and other products, whether they target the various audiences at the science centre and museum or those in the community at large. We believe that managing creativity is a matter less of thinking than of doing and urge professionals of all kinds to take part in this workshop. It will begin in the minds of the participants and focus on creating ideas. But imagination is not enough; real creativity is sparked by action – when you stop planning and start implementing. It is not just designers and art directors who can be creative – everybody can! We emphasize that controlled failures are an important stepping stone to success. Innovation means taking risks.