Richard Turley, the designer best-known for his daring rethink of Bloomberg Businessweek and an era of incredible covers (full disclosure, I used to work at Bloomberg) has taken on a subject truly worthy of his talents. When asked to do cover art for Volkskrant Magazine on the concept of creativity, he flew into action.

Here’s what Turley told It’s Nice That about his idea, which begins with legendary Apple designer Jony Ive arriving at the company’s Cupertino HQ in a chauffeur-driven Bentley and ends in... an unexpected manner:

Once inside [his office], “he is in full creative mode, he is naked to his own thoughts,” Richard explains, “but maybe not naked enough.” The designer, therefore, removes his clothes and “submits himself to creativity.” He begins moving, left and right before bending forward: “He throws his body into wild incantations, spinning round and round, pirouetting, leaping, he contorts himself into his most vulnerable of positions, his body doubles, he unites with himself in a wild, single, elegant move.”