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The Immortal Awards

Dead Clever Creativity: Wayne Deakin

The Immortal Awards juror and HUGE’s executive creative director EMEA selects an iconic piece of American architecture…

Dead Clever Creativity: Wayne Deakin

In the run up to this year's Immortal Awards, each of our inaugural jurors has taken the time to identify a form of creativity outside of the ad sphere that they deem 'dead clever'.

They've all selected a super smart creative idea that they believe will live forever and next up in the series is Wayne Deakin, HUGE’s executive creative director EMEA, who’s the first juror to select a private house in rural Pennsylvania...



Fallingwater, designed by Frank Lloyd Wright


My choice has to be a building. I am a big fan of the experience that is created with beautiful design that you can step into. The relationship between space and place is something very tangible and evocative. Lots of amazing old and new buildings came to mind but a private house in rural Pennsylvania comes front of mind for sure.

Fallingwater is a 1930s masterpiece. The dynamism and its integration with its striking natural surroundings atop/within a waterfall blends nature and genuinely transformative thinking into a one beautiful destination. I love the emphasis placed on the harmony between man and nature. It of course nods to Japanese culture and design history which I love. It nods to its rural roots. It challenges you and directs you. This is storytelling in material design. 

It is nature, history and innovation blended into one space that has integrity and connectivity. For me, it’s a true masterclass in craft and design. When you visit it in person you can feel Lloyd’s famous words: “The mission of an architect is to help people understand how to make life more beautiful, the world a better one for living in, and to give reason, rhyme, and meaning to life.” 


Wayne Deakin will be judging this year's The Immortal Awards. Entries are now open to all Little Black Book members , so head over to the submissions page to submit your best work. If you aren't a member of Little Black Book yet, then you can subscribe here.