BCD and SDD rethink well-being at BDW Summit 2019. Early bird tickets on sale!

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 in partnership with Service Design Days, in collaboration with The Care Lab, Design Singapore Council, frog and IDEO.org


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.

First speakers confirmed:

Lara Penin (United States) – Director of Transdisciplinary Design, Parsons School of Design

Lara Penin is Director of Transdisciplinary Design Graduate Program at Parsons School of Design, The New School. She is an Associate Professor of Transdisciplinary Design and a co-founder of Parsons DESIS Lab, a multidisciplinary research lab at the intersection of service design, social innovation and sustainable practices.

Her work looks on how service design can effect positive social change towards sustainability while bridging the gap between the innovation of design pedagogy and practice. She received grants from the Rockefeller Foundation, the National Endowment for the Arts. An extensive publishing record includes authorship of ‘An Introduction to Service Design. Designing the Invisible’; a comprehensive introduction to designing services according to the needs of the customer or participants, addressing a new and emerging field of design and the disciplines that feed and result from it.

Lara holds a PhD in Industrial Design from Milan Polytechnic University and a BA in Architecture and Urbanism from the University of São Paulo.

George Aye (United States): Co-founder and Director, Greater Good Studio

George Aye is Director of Innovation at Greater Good Studio which he cofounded with the belief that design can advance equity for all. Previously, he spent seven years at global innovation firm IDEO before being hired as the first human-centered designer at the Chicago Transit Authority.

Since founding Greater Good, he has worked across complex social issues such as criminal justice, civic engagement, public education, public health and youth development. Greater Good Studio was awarded the TED Prize City 2.0 (2012) and recognized in the Public Interest Design 100 list (2013).

The studio’s work was featured in LEAP Dialogues: Career Pathways in Design for Social Innovation and Public Interest Design Practice Guidebook. He is a workshop facilitator and frequent speaker at conferences like SXSW. George holds the position of Adjunct Full Professor at The School of the Art Institute of Chicago.

Prasoon Kumar (India) – Co-Founder and CEO, billionBricks

Prasoon Kumar is an urban planner and architect with over 10 years of experience in design firms across in India, USA, Hong Kong and Singapore. But over the years, he had a nagging feeling that he could do more. One thing he had learned in school was to ‘design for everyone’, but the reality was different.

So in 2013, he quit his job to start billionBricks, a non-profit design and technology studio aiming to solve one of the world’s most pressing issues: homelessness. billionBricks innovates shelters that are scalable, sustainable, and able to create opportunities for communities to emerge out of poverty.

Ashton Kutcher called it, ‘innovation at its finest’ when its social media campaign went viral with over 40 million views. PowerHYDE is world’s first solar home for the homeless which produces enough energy to pay for itself. Since founding billionBricks has rehabilitated more than 4,300 homeless and disaster-stricken people in India, Indonesia, Malaysia, Cambodia, Nepal, United States, Canada and Europe. Prasoon has won numerous global awards for his work. billionBricks was awarded the prestigious Global Grand Challenge Award at the 2017 Singularity University Global Summit for designing powerHYDE. Prasoon graduated summa cum laude from Arizona State University with a Master of Urban and Environmental Planning and an Outstanding Graduate Award for the year 2005.

Matthew Guilford – Co-Founder and Chief Growth Officer, Telenor Health

Matthew is the co-founder of Telenor Health, a purpose-driven business focused on using technology to expand universal health coverage. More than five million Bangladeshis have joined the company’s “Tonic” service, which provides health insurance, primary care access, and health engagement through mobile phones. Within 12 months of launch, Tonic became Bangladesh’s largest health insurance program and a leading provider of primary care, having delivered over 300,000 consultations through phone calls and in-app chat.

Prior to joining Telenor, Matthew served in the administrations of Chicago mayors Richard M. Daley and Rahm Emanuel as Assistant Commissioner for Digital Excellence and Innovation, where he led the City’s digital health and smart city programs. He completed his undergraduate training in Behavioural Neuroscience and in History at the University of Pennsylvania and earned an MBA with high distinction from Harvard Business School. He was named a Young Global Leader by the World Economic Forum in March 2019.


  • June 13: 18:00-21:30 Official Opening & Networking
  • June 14: 9:00-20:30 Keynotes, lunch, Workshops and Networking Drinks
  • June 15: 10:00 – 13:00 Talk & Workshop, sweets & coffee

Early birds: up to April 23 with a 25% discount! Register here


  • On June 14th, several masterclasses will be given parallel in time for about two hours each. Because of a maximum capacity per masterclass we apply the principle of “first come”, so allocation will be based on chronological order of ticket purchase. This also counts for the talk and masterclass on Saturday morning June 15. Before May 15 we will contact you and ask you about your preferences.
  • The early bird period (with 25% discount) will expire on April 23 or earlier when the early bird tickets are sold out. After that full prices are applicable.
  • Language (conferences and workshops): English without translation.