West says his museum has mostly been greeted by the exhibited manufacturers with silence - apart from a few phone calls from Colgate’s lawyers (“they were not happy…”) – as they do not want to be associated with it.
But he has also received advance bookings for tours and workshops from industry R&D and innovation departments keen to learn more.
"If failure is so important to success, why is it so embarrassing?" he asks. "I think it is liberating for individuals, when you see that big name huge multi-national companies, such as Coca-Cola, McDonalds, Apple and Google, fail when they try new things. Maybe it helps us accept that it is ok to fail when we learn new skills or try new things.”