Safia Qureshi

Founder and CEO

London, United Kingdom
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Projects credited in

About me

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 launched CupClub™ - returnable packaging service for drinks in 2016. In 2016 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 CupClub™ from the Ellen MacArthur Foundation and IDEO and appeared in a number of media and publications, including BBC, Sky, Design Week, Core77, Dezeen, Design Indaba and The Drum. 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 RIBA.

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  • Design

Companies I’ve worked with

  • H

    Henley Business School

    • CupClub


      • Retail

    Work history


    Founder & CEO


    Jun 2015
    • London, United Kingdom
    • Full Time
    • CupClub™ — a returnable packaging service designed to hold both hot and cold drinks. CupClub offers a tailored end-to-end service helping to reduce single-use plastic packaging by up to 47%. Not only does CupClub™ make it easy to do the right thing, but the product itself is a step-up from disposable cups - CupClub™'s service uses only half the CO2e of disposables and ceramics (including PE lined, styrofoam and compostable PLA cups).