Barcelona Design Week Summit


Are you willing to unleash your creativity, and tackle both micro and complex macro challenges? Are you looking for new ideas, best-practices and tools on how to innovate for a balanced, sustainable and thriving future?

Under the topic Rethinking well-being, the Barcelona Design Week Summit 2019 will take place from 13 till 15 June, organised by BCD Barcelona Design Centre with Service Design Days, in collaboration with Design Singapore Council and The Care Lab.


Towards society-centered innovation
We are moving from an era in which many organisations defined their own growth as the ultimate goal, to one in which growth is redefined as collective well-being, empowerment and participation. Thus, values as individualism, competition and market primacy are replaced by the new societal values and shared principles: trust, relationship and collaboration.

To contribute to this collective transition successfully, society-centered innovation must become the new standard for any organisation striving for sustainable impact. Moving from an emphasis on growth volumes to shared values. And from the individual context to inclusive and collective interest. Recent research shows that companies integrating social consciousness into their core operations reap multiple financial benefits.

The value of design
This is where design shows its value. Design that drives a better understanding of citizens, patients, consumers, students and all other types of customers, helping to identify their demands and hidden barriers. Design that empowers organisations and its people to create unique and valuable experiences to each and every person. Experiences that help organisations to achieve their missions – from spreading the power of optimism to helping people in every stage of their lives.

Creating shared value
The summit will engage you into the relevance of creating shared value and addressing societal challenges as a source of innovation and organisational growth. Inspiring change makers will share cases about services that have created valuable experiences: helping individuals to participate in society, becoming healthier, more empowered, and having a sense of belonging.

Whether focused on enabling human relationships with digital technology, or helping family members age gracefully, we will talk about designing service solutions to support well-being at every stage of people’s life. You will hear perspectives from different industries, contexts and stakeholders.



DAY 1, Thursday, June 13

17:30 – 19:30: Service Design Tour.

You are invited to visit, meet and learn from Barcelona’s Service Design experts at Designit, Fjord, INSITUM, Nacar, and We Question our Project. Those five agencies are opening their doors especially for you, and will give you an intimate peek behind the curtain, sharing knowledge, methodologies and cases. In the registration form you will find details about each agency. Let us know your preference(s)!

SDD_pixel_B19:30 – 21:30: Official kick-off & warm-up drinks at the space SIMON 100

DAY 2, Friday, June 14

8:15 – 9:00: Entrance, registration & coffee

9:00 – 9:15: Welcome

9:15 – 10:30: Keynotes

    • 9:15 – 9:40:  ‘Services are the soft infrastructure of society’ by Lara Penin (Parsons School of Design) & Barbara Adams (Wesleyan University)
    • 9:40 – 10:05: ‘Why is good design so hard to do?’ by George Aye (Greater Good Studio)
    • 10:05 – 10:30: ‘Designing for the next billion’ by Matthew Guilford (Telenor Health)

10:30 – 11:00: Coffee break

11:00 – 12:30: Keynotes

    • 11:00 – 11:30: ‘Elevating voices’ by Meagan Durlak (
    • 11:30 – 12:00: ‘Designing for transformation by valuing people’ by Paul Gardien (Philips Design)
    • 12:00 – 12:30: ‘We are what we build’ by Mario Gamper  (BCG Digital Ventures)

12:30 – 13:15: Breakout case studies

    • ‘Creating shared value as a new business model’
      Thomas Sutton & Sara Manzini (frog)
    • ‘Social Startup: a journey like no other’
      Prasoon Kumar (billionBricks)
    • ‘Designing culture, delivering care’
      Daniela Petrillo (Humanitas Research Hospital)
    • ‘Designing for digital sustainability’
      Anton Schubert (Vincit)

13:15 – 14:45: Lunch

SDD_pixel_B14:45 – 17:15: Masterclasses

    • ‘Understanding moods and emotions – Introduction to emotional literacy’
      Dan Newby (School of Emotions) & Renatus Hoogenraad (CoCreation School)
    • ‘How to say no and still grow your business’
      George Aye (Greater Good Studio)
    • ‘Healthcare twister: finding the sweet spot to enable service innovation’
      Sara Manzini & Zuzana Peskova (frog)
    • ‘Designing dementia-friendly communities’
      Lekshmy Parameswaran & László Herczeg & Airí Dordas (The Care Lab / fuelfor)
    • ‘From problem solving to problem caring’
      Adrià Garcia i Mateu (Holon) & Prasoon Kumar (billionBricks)

17:15 – 17:30: Wrap-up

17:30 – 20:30: Drinks & networking

DAY 3, Saturday, June 15

  • IMPORTANT NOTE: this masterclass is fully booked!

10:00 – 10:15: Entrance, registration & coffee

10:15 – 13:00: Special masterclass
‘Methods for invisibility’ by Meagan Durlak ( and Edwin Mwai (

Note: On the main conference day, the masterclasses will be given parallel in time. Because of a maximum capacity per masterclass, allocation will be based on registration order. The same principle counts for the Service Design Tour. The masterclass to be held on Saturday 15 June is already fully booked.


#BDWsummit, #SDDBCN.