Innovators By Current Global

There's a very simple filter that comes with working at Google, and it's about putting the user first, says Tomas Roope, creative lead at Google Zoo, the tech giant's think tank focused on pushing the limits of creativity through technology. Talking to Rachel Arthur in a live recording of TheCurrent Innovators podcast from the FashMash Pioneers event in London, he says: "They way we think is always user-first. Are we really solving something for somebody here? ...At Google we're about solving problems at scale." That attitude should be applied to every business, including those in the fashion and retail vertical, he explains. The Zoo is a small team that is designed to be a conduit between creative agencies and Google's own products, its engineering teams and its data. The result is all manner of both creative and technology-driven projects for different industries, from a coded couture dress for H&M's Ivy Revel brand, to an advertising campaign redefining what masculinity really looks like to