Horizons
AI + Digital Innovation
A one-day summit in Shoreditch for leaders at the edge of innovation.
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- BrainStation London
Featuring speakers from:
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Creators of London: Designing Culture from Legacy Brands to AI Futures
Luke Scheybeler, Founder of Tracksmith and Rapha, and Patsy Lima of Scheybeler+ shared how brands are built within a cultural context, blending storytelling, design, and identity to resonate with communities.
BrainStation London
Event Recap
Wednesday, October 1, 2025
- Luke ScheybelerCo-Founder
- Patsy LimaManaging Partner
Exclusive Event
Event Photo Gallery
Relive the highlights of Creators of London: Designing Culture from Legacy Brands to AI Futures with Luke Scheybeler and Patsy Lima in the photo gallery. Download and share your favorites, and don't miss the next event!
At Creators of London, Luke Scheybeler and Patsy Lima of Scheybeler+ explored how brands are built within a cultural context, mining heritage, symbolism, and storytelling while looking ahead to how AI and new technologies will shape the future of identity and brand building.
Luke Scheybeler
Co-Founder
Luke Scheybeler showed how brands can be cultural touchstones, not just commercial entities. Drawing from Rapha, Tracksmith, and Scheybeler+, he highlighted how design, storytelling, and strategy turn purpose into movements that resonate. He also explored how technology, including AI, can amplify impact while preserving authenticity.
Patsy Lima
Managing Partner
Patsy Lima is Managing Partner at Scheybeler+, where she drives the agency’s brand and culture strategy. Known for her storytelling prowess and strategic mindset, she leads creative collaborations and campaigns that elevate brand narratives with depth, authenticity, and human connection.