BLUP MEETS: Graeme McGowan
Build The Room: Graeme McGowan on Turning GAB into a Movement
From Glasgow with heart, co-founder of Jamhot Graeme McGowan has spent nearly two decades connecting creativity with community. Through GAB, his not-for-profit design event series, he’s built a platform that celebrates real people, honest conversations and shared growth. In this interview, Graeme shares lessons on building culture, pitching beyond borders and why the best ideas start small.
// Dines: What sparked GAB and how did it become a community?
Graeme: We never set out to build a community. We just wanted to put on one event that brought creative people together. It started with coffee, one speaker and a few curious faces. There was no grand plan. We simply felt there weren’t enough spaces in Glasgow celebrating the talent already here. Over time, people came back, brought their friends and shared their ideas. It grew naturally, and that’s what made it work. The real magic comes from the people in the room, not us. Our role has always been to hold the space and make it feel open, local and human. When people feel ownership, they contribute. That’s what turns an event into a community. For us, GAB isn’t about Jamhot or a brand, it’s about creating a home for creatives to meet, talk and grow together. That energy has shaped everything we’ve done since.
// Dines: What have you learned from the speakers and creatives who’ve shared their stories at GAB?
Graeme: The biggest lesson is that inspiration comes from everywhere, not just the big names. Some of the most powerful talks we’ve ever had came from young graduates stepping on stage for the first time. Their honesty and raw ideas remind everyone why creativity matters. The best talks aren’t about showing off, they’re about sharing the process, the failures, the experiments and the moments of doubt that shape the work. When someone is real with the audience, it breaks the wall and brings the room together. As organisers, we’ve learned that atmosphere matters just as much as content. Our focus is always on hospitality, pacing and connection, because if people feel welcome and relaxed, they take in more. GAB has taught us that creativity isn’t about perfection, it’s about participation. Every talk, every conversation adds another layer to the culture we’re building.
// Dines: How has Glasgow shaped your approach to creativity and community?
Graeme: Glasgow is the perfect mix, big enough to buzz and small enough to feel personal. It’s a city that doesn’t take itself too seriously but takes creativity seriously. That combination shapes everything we do. The creative scene here is close-knit, word travels fast and people genuinely support each other. It’s taught us that you can’t fake community, you have to earn it through consistency and kindness. Because the city’s smaller, there’s a real sense of collaboration over competition. Budgets might be tighter than in places like London, but that pushes you to be resourceful and creative in different ways. Glasgow’s humour, honesty and grit keep us grounded. It’s also a reminder that world-class ideas can come from anywhere. Being based here has made us sharper, more authentic and more focused on people rather than trends. That’s the heart of everything Jamhot and GAB stand for.
// Dines: What’s it like pitching to global brands from a smaller city?
Graeme: It definitely has its challenges. When you’re based outside major hubs, it can be easy to doubt yourself or think clients won’t take you seriously. Scots are naturally modest, which doesn’t always help when you’re talking to global brands. But being from a smaller city can actually be your advantage. You stand out, you’ve got a different voice and a different rhythm. What we try to do at Jamhot is focus less on size and more on substance. We don’t chase every pitch, we focus on clients who align with our values. That authenticity shows through. When you believe in what you do, and you bring energy, humour and honesty to the table, people remember you. My biggest advice is not to try to be London or New York. Be Glasgow, be you, because that’s what makes people want to work with you.
// Dines: What advice would you give creatives outside major hubs on getting seen globally?
Graeme: Now is the best time in history to be a creative outside a big city. You don’t need permission anymore, you need presence. Start sharing your work online, talk about what you’re learning and connect with people you admire. Collaborate with others, even if it’s across borders. The most important thing is to start small and stay consistent. Don’t wait for perfect. Two people meeting over coffee can turn into a global project if the intention is real. Be generous with your ideas, support other creatives and show your process, not just the polished results. And remember, being from a smaller place gives you perspective. It keeps you authentic. Use that. Confidence grows when you do the work, share it often and connect with your community. Once you do that, geography stops mattering. Your work and your energy can travel anywhere.
// Dines: Where do you see the future of creative communities heading?
Graeme: I think we’re going to see things slow down again, in a good way. The future of creative communities is more human, more in person and more intentional. Online spaces are great for access, but they can feel overwhelming. People crave connection, real conversation and shared experiences. Smaller, grassroots meetups are going to shape the next generation, not massive conferences. That’s where true creativity lives, in small rooms with big energy. My advice is simple, if there isn’t something happening near you, start it yourself. It doesn’t need to be perfect. Grab a coffee, invite a few people, talk about ideas, that’s how GAB started. The creative world moves fast, but genuine community moves deep. And that’s what will keep the industry alive, people coming together to share, learn and build something bigger than themselves.
