The Art of Cool

The Art of Cool

“Coolness” is a dominant cultural force: every new café, product, book or even idea, rises and falls due in no small part to how relevant, timely and indeed “cool” a society perceives it to be. So what is cool, how does it affect our lives, and how can we attain it?

Drawing on psychology, history, and the strange and powerful world of marketing, Adam Ferrier will lead us on an exploration of the mysterious power of cool: find out about the history of cool, unmask how cool affects our psychology, determine how cool you really are and explore whether this really matters at all.


Adam Ferrier is a psychologist, and ad-guy. Adam studied marketing and psychology at university, including his completing his thesis in ‘Identifying the Underlying constructs of cool people’. He practiced as a psychologist in the NSW prison system and private practice, before becoming a cool hunter for a few inglorious years. Adam then had another slip from the moral high-ground, joining Saatchi & Saatchi as a strategic planner, before co-founding, and later selling Naked Communications. Adam is now a partner in Cummins & Partners, the 2016 Australian Agency of the Year. Adam published ‘The Advertising Effect: How to change behavior” (Oxford), in 2014, has been a regular panelist on the Gruen series, featured on celebrity apprentice and Australias next top model, and has won accolades for his work in advertising.


Leading writers, economists, historians, philosophers, psychologists, artists and other thinkers offer provocation, inspiration and consolation in the form of advice for living better. Speakers for this strand have been invited by The School of Life to present their own material. Session formats will vary depending on the subject.



14.00    Welcome & Introduction
16.00    Class Ends 


Full price: $70.00 + booking fee
Concession: $60.00 + booking fee
(+ $2 booking fee and 1.5% CC fee) 

Valid concession cards include a Health Care Card, Seniors Card, Pensioner Concession Card and current student cards. 


Vouchers for our Australia-wide program of events and classes, or to spend in our Melbourne shop are available for purchase online.


The School of Life 
669 Bourke St 
Melbourne 3000

In Stock


Please note that we are unable to offer refunds or transfers with less than 7 days cancellation notice before the original class date.

For ticketing and box office enquiries please call 0434 492 669 or email