From A-COLD-WALL* to SR_A: Samuel Ross on Creative Optimism

How do you build a design empire that spans from streetwear to smart technology? In this episode of On Creativity, SCAD President Paula Wallace sits down with the visionary Samuel Ross MBE. From his start as a design assistant to the late Virgil Abloh to founding the revolutionary label A-COLD-WALL*, Samuel has redefined the boundaries of the modern creative. Now leading his industrial design studio, SR_A, Samuel discusses his high-profile collaborations with Apple, Hublot, and Kohler, and his recent appointment as Artistic Director of the 2025 London Design Biennale. We explore his "social architecture" philosophy, his commitment to the Black British Artist Grants program, and why he believes optimism is the most powerful tool in a designer’s arsenal. Key Highlights: The Mentorship of Virgil Abloh: Lessons from the early days of Off-White and Donda. Industrial Design & Innovation: Behind the scenes of his sculptural work for Kohler and Beats by Dre. The Future of SR_A: Scaling a multi-disciplinary studio after the sale of A-COLD-WALL*. Creative Philanthropy: Supporting the next generation through the Black British Artist Grants.