Cooper Hewitt, Smithsonian Design Museum

The Latest in Design with 2025 National Design Awards Winner Nu Goteh

The Cooper Hewitt ceremony introduced Nu Goteh, founder of Room for Magic and co‑founder of Deem Journal, as the 2025 National Design Awards winner in the Emerging Designer category. The award celebrates early‑career talent that reshapes design’s role in society, and Goteh’s work exemplifies a practice that fuses branding, strategy, and community activism. Goteh argues that design operates on two poles: the aesthetic, form‑making side and the deeper, meaning‑making side that shapes cultural narratives. He frames design as a simple pursuit—creating conditions for people to thrive—while acknowledging its existential consequences. This duality informs his projects, from rebranding the World Peace Foundation to collaborating with Google’s Experience Institute on belonging in the workplace, and leading community‑driven memorials for the Underground Railroad. Key moments include his personal turning point after the Trayvon Martin murder, which redirected his career from marketing to problem‑solving design, and his mantra that “design is a practice that reflects society, but also instigates society.” He emphasizes that designers must approach communities as guests, leveling power dynamics to earn trust and co‑create narratives. The conversation signals a broader industry shift toward socially responsible, process‑focused design. Brands and institutions that adopt Goteh’s model—prioritizing purpose, iterative practice, and expansive possibilities—stand to deepen impact, foster authentic engagement, and future‑proof their relevance in an era of rapid cultural change.