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Invisible Creations® trailblazes its way towards a share of a multi-million pound government fund to better the lives of older people

Invisible Creations® has joined forces with E.ON, Newcastle University and ADL Smartcare to transform people’s lives thanks to UK Research and Innovation (UKRI) funding.



‘Project Maslow’ is a collaboration between the organisations and forms one of seven trailblazer projects as part of the UK Research and Innovation’s (UKRI) Healthy Ageing challenge – a landmark funding competition which launched in September last year to offer funding to UK companies to help meet the needs of the UK’s ageing population.


The Trailblazer competition, led by UK Research and Innovation and funded by the government’s Healthy Ageing Challenge Fund, is offering up to £39 million to fund solutions that will help people to enjoy at least five additional healthy, independent years of life.


The scheme is being rolled out in two phases and UKRI has awarded Project Maslow the first stage of funding which will see people’s homes across the Midlands transformed to include smart kitchens and Invisible Creations® Design for Dignity™ products, created to fit seamlessly into people’s homes, to help them live safely and support their independence at home for as long as possible.



Paul Pentelow, Head of Product Design at Invisible Creations®, said: “We’re absolutely delighted to be working with partners on this project to support people to live well for longer.


“Invisible Creations® was founded to create inclusive and attractive home adaptations and new ranges of innovative product solutions, to aid mobility and better support people as they age.


“We’re proud to be working with like-minded organisations with a shared synergy to improve lives, prolong independence and make daily living easier for our ageing population.”


Project Maslow will support people to age well so they can stay in their own homes for longer, helping retain their independence and stay connected with their families. It builds on the work of E.ON’s Warm Homes Fund, supplemented by products and services, like safe kitchens and bathrooms, that support active healthy ageing.


The project puts aspiration, dignity, safety and inclusivity at the heart of desirable and smart inter-generational homes. With social purpose at its heart, it will start by supporting the most vulnerable people, initially in the Midlands, as part of the pilot aimed at understanding how the project can be rolled out to more homes across the region.


If successful in this first stage of the challenge, Project Maslow could attract a share of the £39m of funding from UKRI and the private sector, to create new jobs, stimulate local economies and boost the UK’s expertise in extending quality of life in older age.


Nigel Dewbery, Residential Solutions Director at E.ON, added: “The challenge of supporting an ageing population will impact everyone in our society. It’s great that E.ON is helping to lead the way in addressing this challenge, supporting people to age well and ensuring people can maintain their independence for a long as possible.


“We’ve been supporting vulnerable customers for a number of years through initiatives such as our Warm Homes Fund and ECO scheme and with the funding from UKRI we have the opportunity to extend our support to offer a whole home solution. This further demonstrates our commitment to ensuring people stay happy, healthy and warm in their homes for longer.”


This is an exciting time for Invisible Creations®, working alongside like-minded organisations, to provide inclusive, attractive and accessible products that meet the diverse needs and wants of our ageing population.


About UK Research and Innovation

UKRI works in partnership with universities, research organisations, businesses, charities, and government to create the best possible environment for research and innovation to flourish. We aim to maximise the contribution of each of our component parts, working individually and collectively. We work with our many partners to benefit everyone through knowledge, talent and ideas. Operating across the whole of the UK with a combined budget of more than £7 billion, UKRI brings together the seven Research Councils, Innovate UK and Research England.


About ISCF

The Industrial Strategy Challenge Fund is part of government’s Industrial Strategy, the long-term plan to raise productivity and earning power in the UK. The fund is a core pillar in the government’s commitment to increase funding in research and development by £4.7 billion over 4 years to strengthen UK science and business. It will invest in the world-leading research base and highly innovative businesses to address the biggest industrial and societal challenges today.

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