Whenever I am describing my role at Google, or in life, I describe myself as an outsider. A counterpoint to the heavy themes and preoccupations of our industry and living in a space between technology, culture, and ‘creativity’ - whatever the last one may be. It has always been an interesting place to reside and for the last decade working for the Creative Lab at Google has been like having front row seats at a contemporary fashion show of epic magnitude. We have seen every technology trend grace our catwalk, some to become indispensable everyday items, others to fade, the fads and throwaways of twenty-first century life. The work my small team in Sydney does tends toward the avant-garde and more haute couture end of the market, we work in backward-compatible ways with artists, writers and museums and are protected somewhat from the grind of the cutting edge. We devise digital fairy dust from APIs and HTML.