Global creative platform Semi Permanent celebrates 16 years of pioneering and transformative design with the return of their three-day event on 24...

Semi Permanent 2018


Eveleigh 2015

Semi Permanent 2018


Ajaz Ahmed

Ajaz Ahmed

Ajaz Ahmed founded the creative innovation agency AKQA aged 21. AKQA today employs around 2,100 people across 23 studios in 15 countries worldwide. Clients include Nike, BBC and Rolls Royce. AKQA is the winner of a Queen’s Award for Enterprise Innovation, the highest accolade bestowed on business in the UK. Ajaz coauthored the two best-selling business transformation books Velocity and Limitless.

Alex Schleifer

Alex Schleifer

VP of Design, Airbnb

Alex is the VP of Design at Airbnb, leading the user experience, insights, content and production design teams. As a teenager, he cofounded Sideshow, which produced award-winning digital work for a variety of global clients. In 2011, they were acquired by Say Media, where he became head of design, helping them redefine digital publishing. During this time, he also cofounded UX Magazine, which quickly became the authority on user experience design. Alex is passionate about creating beautiful, engaging digital products that change the way we tell stories and make connections.

Patrick Godfrey

Patrick Godfrey

Patrick has spent 25 years working with some of the world’s largest, most innovative firms, including Microsoft, Cisco, and Dolby Laboratories, to generate deep insights, crisp messaging, and powerful creative work.

Before teaming with Scott Dadich to launch Godfrey Dadich Partners, Patrick served as CEO of Godfrey Q, the industry-leading B2B agency he cofounded in 2003. Godfrey Q helped companies like Intel, Symantec, and WIRED define their purpose and communicate it on a global scale. Patrick led the firm’s expansion to 70 full-time employees and billings of more than $100 million as it earned awards from AdAge, IAB MIXX, the Addys, and the Effies.

His experience includes leading teams at Ogilvy & Mather, Anderson & Lembke, and Goldberg Moser O’Neill, where he advocated for clients and nurtured partnerships to deliver work that was as effective as it was creative.

Paula Scher

Paula Scher

Graphic designer

Paula Scher is one of the most acclaimed graphic designers in the world. She has been a principal in the New York office of the distinguished international design consultancy Pentagram since 1991, where she has designed identity and branding systems, environmental graphics, packaging and publications for a wide range of clients that includes, among others, Citibank, Microsoft, Bloomberg, Shake Shack, the Museum of Modern Art, Tiffany & Co, the High Line, the Public Theater, the Metropolitan Opera, the Sundance Institute and the Philadelphia Museum of Art.

During the course of her career, Scher has been the recipient of hundreds of industry honours and awards; she is a recipient of the National Design Award for Communication Design, the AIGA medal and the Chrysler Award for Innovation in Design, among others. Scher has served on the Public Design Commission of the City of New York from 2006 to 2015. She is an established artist exhibiting worldwide, and her designs are in the permanent collection of the Museum of Modern Art, the Cooper Hewitt National Design Museum, the Library of Congress, the Victoria and Albert Museum and other institutions.

She is the author of Make It Bigger (Princeton Architectural Press, 2002), MAPS (Princeton Architectural Press, 2011) and Works (Unit Editions, 2017). Scher holds a BFA from the Tyler School of Art and a Doctor of Fine Arts Honoris Causa from the Corcoran College of Art and Design, the Maryland Institute College of Art and Moore College of Art and Design. A documentary on Paula and her work can be seen in the 2017 Netflix series Abstract: The Art of Design.

Scott Dadich

Scott Dadich

Designer, Editor, and Filmmaker.

Scott Dadich is an award-winning designer, accomplished editor, and visionary filmmaker.

Scott joined Patrick Godfrey to launch Godfrey Dadich Partners after 11 years at Condé Nast, where, most recently, he was editor in chief of WIRED. Under his leadership, WIRED earned 10 Webby awards, more than 100 medals from the Society of Publication Designers, a James Beard Foundation award, and four National Magazine Awards for design. He tripled WIRED's reach on social media, quadrupled video views, increased traffic to by 50 percent, and pushed the site’s annual page views beyond 1 billion. He also cofounded the full-service agency WIRED Brand Lab, creating a new business model for WIRED and Condé Nast.

As editor in chief, Scott — who was WIRED’s creative director from 2006 to 2010 — thoroughly redesigned the brand, from the magazine and website to its organizational structure. He even oversaw the modernization and remodeling of WIRED’s San Francisco headquarters. He also launched WIRED by Design, a three-day design retreat at Skywalker Ranch that drew the most innovative designers and creators in the artistic, entertainment, culinary, and business communities.

But Scott’s proudest accomplishment is the exemplary journalism WIRED published under his leadership. He personally secured an exclusive interview with Edward Snowden in Moscow, invited luminaries like Christopher Nolan, Bill Gates, J.J. Abrams, and Serena Williams to guest-edit the magazine, and collaborated with former president Barack Obama, the guest editor of WIRED’s November, 2016, issue — the first time a sitting president edited a major media publication.

Scott added filmmaking to his repertoire in 2016 when Netflix greenlit “Abstract: The Art of Design”, a documentary series about the visionary designers shaping the world around us that Scott created and executive produced. The series screened its world premiere in January at the 2017 Sundance Film Festival and is now streaming in more than 190 countries, in 20 languages, to an audience of nearly 100 million Netflix subscribers.

Earlier in his career, as vice president of editorial platforms for Condé Nast, Scott conceived and led development of the groundbreaking WIRED and The New Yorker iPad apps, creating a publishing platform that became the industry standard. Before that, Scott was WIRED’s creative director, where he became the first individual to win both the National Magazine Award for Design and the Society of Publication Designers Magazine of the Year award three years in a row (2008, 2009, and 2010). In 2012, Fast Company named Dadich one of the "50 Most Influential Designers in America.”

Scott serves on the board of directors of The People’s Portfolio, a nonprofit dedicated to respecting and upholding human rights through portrait photography by renowned photographer Platon.

Tinker Hatfield

Tinker Hatfield

Tinker Hatfield is the creator of many of Nike’s most celebrated products, he has either designed a shoe that you own, have owned or will one day own. His work includes the majority of Michael Jordan’s infamous signature basketball shoes. Hatfield designed every Jordan from his third signature shoe through to the fifteenth as well as leading design for the XX, XXIII, XXV, XX9 and the XXX. In addition, his work on Nike Air is widely recognized as some of the most important design developments in footwear.

In the late 1980s Hatfield was approached by the producer and director of the Back to The Future movie series to concept and design how shoes might look three decades into the future. His creation, the eponimous Nike MAG shoe became a cultural icon. In 2016 the release of the shoe help raise over $16m for the Michael J Fox Foundation. Hatfield’s original concept also inspired his work on the Nike HyperAdapt 1.0, the first performance shoe to feature ‘powered laces’ that went on sale to the public at the end of 2016.

Born in Hillsboro, Oregon on April 30, 1952, Hatfield attended Central Linn High School where he earned distinction as an accomplished basketball player, an All-American track and field star in hurdles and pole vaulting. He was the first high school athlete in state history to win four individual track events at the State Championships.

Whilst studying architecture at the University of Oregon he was coached by the legendary Bill Bowerman. He held the UO record in the pole vault and placed sixth in the 1976 Olympic trials.

In addition to working with Michael Jordan, Tinker Hatfield has also created specialized Nike athletic products for athletes including LeBron James, Kobe Bryant, Roger Federer, Laird Hamilton, Gabrielle Reece, Renaud Lavillenie and numerous other athletes. He also dedicates time mentoring young Nike designers and coaching the next generation of Oregon pole vaulters at Grant High School close to his home in Portland, Oregon. Tinker Hatfield is also primarily responsible for the rebranding of the University of Oregon.

Access and Inclusion

  • Wheelchair Accessible - Access to the venue is suitable for wheelchairs (toilets, ramps/lifts etc.) and designated wheelchair spaces are available.

Event Details

Global creative platform Semi Permanent celebrates 16 years of pioneering and transformative design with the return of their three-day event on 24, 25 and 26 May at Sydney’s Carriageworks. 

Through the lens of 'creative tension as inspiration', this year's event focuses on those moments of positive and negative friction that come before a breakthrough. 

In those moments, creative thinkers and doers stand on the precipice of change until we learn what we need to learn to leap into the future and design that experience, solve that brief, arrive at that perfect layout or make that life-changing decision.

Scott Dadich and Patrick Godfrey – co-founders and co-CEOs Godfrey Dadich Partners. Scott is former WIRED Editor-in-Chief and Executive Producer of Netflix series ‘Abstract: The Art of Design’ and together he and Patrick will lead conversations with a hand-picked selection of their most influential collaborators.

Tinker Hatfield – this legendary Nike sneaker designer describes a 36+ year career through his most celebrated shoe designs. 

Paula Scher – the influential New York graphic designer and principal at Pentagram has cemented her legacy as one of the most important designers of the 21st century. She’ll also host an exclusive masterclass. 

Alex Schleifer – vice president of design at Airbnb, discusses how design can accelerate a global sense of belonging. 

Ajaz Ahmed – founder and CEO of innovation behemoth AKQA shares lessons from running a creative empire.

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Access and Inclusion

  • Wheelchair Accessible - Access to the venue is suitable for wheelchairs (toilets, ramps/lifts etc.) and designated wheelchair spaces are available.