10.04pm ‘EUREKA’ Moment may spell the end of early nights

• 4.33pm is the least creative time of the day
• The shower is found to be the most inspiring space
• Women are better at retaining their creative ideas
• Stefan Sagmeister- one of the world’s top graphic designers - creates Think Notes to help guests capture their creative ideas at Crowne Plaza Hotels

10.04pm is the time of day when we are at our most creative according to research released today by Crowne Plaza Hotels & Resorts.

Crowne Plaza, part of the InterContinental Hotels Group (IHG), has found that staying up that little bit later could help to inspire your most inventive ideas.

Twenty-five per cent of people questioned stated that they preferred to ‘burn the midnight oil’ in order to bring out their inner Einstein and recognized 10.04pm as the time when they felt most imaginative.

The humble shower has been cited as the most creative space with 44 per cent of those questioned revealing that the constant flow of fresh water helps stimulate the mind and get their creative juices flowing.