In this new video about knowledge impact exchange, Professor Emily Jackson talks about Timeless, a pop-up shop which offered a novel way of engaging with the public on the question of social egg freezing (the freezing of women’s eggs for lifestyle as opposed to medical reasons). Timeless brought the medical and social issues around this sensitive subject to life through the products of a woman's beauty store, creating an imaginative and informative intervention into people’s daily lives. The project was designed and led by UK-based creative consultancy The Liminal Space with support from the Wellcome Trust and the Higher Education Innovation Fund(HEIF), as well as expert advice and research from LSE.