Michael Joseph, founder of Breathing Line
About

How I got here.

A research-led story from spatial design to a non-screen object for breath.

I've always rearranged my space when I felt off. Moving the sofa, clearing the shelves, turning the desk to face a different wall. It never really felt like tidying. It was closer to a reset, and something in me would settle once the room had shifted.

I wanted to understand why.

That curiosity is what became my dissertation. I spent a year reading across neuroscience, psychology and design theory, trying to work out how the spaces we sit in actually shape how we feel. Two writers anchored most of it. Professor Semir Zeki, the UCL neurobiologist whose work on the visual cortex made me realise the brain isn't simply reacting to a room. It is actively looking for pattern and order within it. And Carl Gustav Jung, whose idea of the psyche as a self-balancing system gave me a language for what I'd been quietly noticing in my own body for years. Around them I read Colin Ellard on psychogeography, Ethan Kross on the inner voice, Ilse Crawford on sensorial design, and Juhani Pallasmaa on the way architecture is read by the whole body, not just the eyes. Alongside the reading I ran my own sensory experiments. Small studies into what happens to a person when order is added to or taken away from a space.

What kept turning up was that a space is never really neutral. It is always doing something to you, even when you don't notice, and the body usually registers it before the mind does.

The problem is that spaces are slow and expensive to change. When someone is stressed or overstimulated, they can't redesign their environment to fix it. They need something smaller. Something they can sit with for a few minutes when life is loud.

That's where Breathing Line came from.

I wanted to take what the dissertation pointed to and gather it into a single object: spatial order, sensory regulation, and the role of the breath in calming the nervous system. Colour, sound, light and a paced breath, working together. Not a room you have to walk into, but a point of focus you can sit with when you need to come back to yourself.

For me it's a continuation of the same question I started asking at university, only at a much smaller scale.

The research

The thinkers the work rests on.

Foundations
Neuroaesthetics
Professor Semir Zeki
UCL · Inner Vision (1999)

The brain is wired to seek order.

Zeki's work on the visual cortex revolutionised our understanding of perception. Colour, form, motion: processed not in one place, but built up over time. The brain is pro-active. It hunts for constancy, pattern, coherence. The dissertation's whole premise sits on this finding: order isn't decorative. It's neurological relief.

Analytic Psychology
Carl Gustav Jung
1875 – 1961

The psyche is a self-balancing system.

Where Zeki described the brain processing order, Jung described the mind reaching for it. He framed the psyche as a homeostatic system. No balance without opposition, no regulation without tension. His work on inner equilibrium gave the dissertation a language for what the body already knew: we are always trying to come back to centre.

Around them
Colin Ellard

Psychogeography of everyday life.

Chaotic spaces raise cortisol. Orderly ones lift serotonin. The body keeps score, room by room.

Dr Ethan Kross

The inner voice, quieted.

Rumination softens when the environment gives the mind something tangible to hold onto. Control of space is control of self.

Ilse Crawford

Sensorial design.

Spaces don't feel right just by looking right. Touch, sound, smell, texture. The senses arrive before the eyes.

Juhani Pallasmaa

The eyes of the skin.

Architecture is read by the whole body. Not just the visual cortex. A foundational text for everything I make.

Dr Lily Bernheimer

The shape of us.

Our spatial habits are inherited culturally. Why we minimise, accumulate, or rearrange is rarely just personal.

Esther Sternberg

Healing spaces.

The science of place and well-being. Hospitals, healing gardens, restorative interiors. Design as medicine.

A+ · Awarded April 2026

Order & Emotion: the psychology of spaces and the search for control.

BA (Hons) Interior & Spatial Design · University Centre South Essex

An interdisciplinary study of how spatial reorganisation influences neurochemistry, attention, and emotional regulation. Bridges neuroscience, psychology and design theory with first-hand sensory experiments, ethnographic research, and applied case studies.

Examined and awarded an A+ grade across all marking criteria, with the marker noting "a passionate, original and highly accomplished piece of work that shows clear potential for further development at postgraduate level."

"
An excellent body of work. Complex neuroscientific concepts translated with clarity, precision and purpose. A confident and distinct authorial voice. Passionate, original and highly accomplished.
UAL Tutor Feedback · January 2026
Breathing is your superpower use it for stress, energy, focus, sleep, regulation, happiness Breathing Line launches at Free Range 2026 · The Truman Brewery Ely's Yard, London E1 6QR 16 to 19 July slow your breath, slow your nervous system Breathing is your superpower use it for stress, energy, focus, sleep, regulation, happiness Breathing Line launches at Free Range 2026 · The Truman Brewery Ely's Yard, London E1 6QR 16 to 19 July slow your breath, slow your nervous system