Creativity: a word often associated with fun, colour and play, a sentiment reflected in companies attempting to recreate it for profit. Exhibitions like the Wondr Experience litter their spaces with similar childlike aesthetics, with the superficial goal of fostering creativity, but resulting in the true aim of an endless stream of identical Instagram posts and more ticket sales. This paper reveals a darker and more authentic side to creativity, proposing that discomfort is an essential ingredient. Juxtaposing the cute spaces for “plandids” and the bean bags and beer fridges of office spaces jumping on the hype, the study reveals that to engage in creative thought you have to be in a state of apprehension. Graphic designers often follow the security of grids designed by the likes of Josef Müller-Brockman, however the piece suggests that this kind of work is within the realms of comfort. This tendency for playing it safe is possibly because of the consumerist society we live in – not many designers can afford to take risks because failure means no paycheck. In this way, the paper ends with the suggestion that due to the culture we are in, creativity is observed as an act of rebellion.