Unreasonable Fellows

Safia Qureshi

Founder & CEO at CLUBZERØ

Safia is an Unreasonable Fellow. Safia was part of Unreasonable Impact UK & Europe 2021.
Safia Qureshi is an award-winning Architect, innovation designer and educator. Born in London, UK, she launched Studio [D] Tale in 2015 to build projects with high social and environmental impact. She then incubated and spun out Clean Tech startup from the studio, CLUBZERO, a returnable packaging system for food and beverage brands in 2018. In 2018 she was acclaimed by Core77 Magazine to have developed a 'creative business with a social edge.'
Safia’s work is recognised for its innovative use of design, digital exploration, and spatial interventions that challenge conventional notions of cities and the built environment. Her work is immediately recognisable, encompassing product innovation, brand identity, system and service design, digital products and architecture.
She has earned a variety of awards including top prize winner for CLUBZERO from the Ellen MacArthur Foundation and IDEO, Closed Loop Partners as a NextGen Winner and Fast Company's Best UX Design 2019 and most recently a D&AD Pencil in Packaging Design. She has appeared in a number of media and publications, including Forbes, Bloomberg, BBC, Sky, Design Week, Fast Company, Core77, Dezeen, Design Indaba and The Drum. Safia has also been a guest contributor and speaker at the World Economic Forum on the subject of reuse and packaging.
She has been a guest critic at the Bartlett School of Architecture UCL, Royal College of Art and London Metropolitan University. She is currently on the network of professional mentors for the Royal Institute of British Architects.