When creative types meet business-school types ...

IN 2015, Disney South-east Asia executives made the short trek over to the Insead campus to take part in a collaboration with Insead MBA students and exchange design students from the Art Center College of Design in Pasadena, California. Students worked in the manner of a design start-up, whose "client" happened to be one of the biggest brands on earth.

Disney's challenge was wide open: Develop a new product, service or experience concept as part of the brand's expansion into new Asian markets. The interdisciplinary teams of MBAs and designers were given just four weeks to wow the executives with their creations.

Brainstorming aids

They toyed with the physical classroom environment, creating a workspace unlike anyplace else on the campus. Orderly rows were replaced by cluster seating to facilitate close collaboration; whiteboards on wheels were on hand to aid in brainstorming. Lego sets and bean bag chairs, among many other play…