DATE & TIME
1 October 2025, 11:00 – 12:30
TRACKS
TRACK 4: Living Labs for Business and Emerging Technology
ROOM
BiciLab
Description
Living Labs excel at user-driven innovation, but the next challenge is to evolve into value-driven ecosystems. This interactive session explores the shift from Key Performance Indicators (KPIs) to Key Value Indicators (KVIs), embedding societal, environmental, and ethical priorities at the heart of innovation.
Participants will gain insights from experts and real-world cases, including the Interiors Living Lab (AMBIT Cluster) and the Alimara Living Lab (CETT Barcelona), where KVIs are being applied to integrate sustainability, wellbeing, and social inclusion into practice. The session will also highlight how values such as inclusiveness, trust, sustainability, and digital rights can be operationalized through governance, business models, and partnerships.
Combining strategic perspectives, keynotes, and hands-on co-creation, participants will work together to define actionable KVIs for their own contexts. They will leave with practical tools and a shared vocabulary to bridge the gap between innovation and values—redefining success from outputs to outcomes that matter for society, funders, and policy frameworks such as the Digital SDGs and the Green Deal.
Agenda
Timeslot | Item |
|---|---|
11:00 – 11:10 | Welcome & Framing |
11:10 – 11:30 | Strategic & Applied Keynotes
|
11:30 – 11:45 | Case Studies: From Theory to Practice
|
11:45 – 12:00 | Co-creation Workshop
|
12:00 – 12:25 | Group Insights & Discussion |
12:25 – 12:30 | Wrap Up & Call to Action |
Facilitator
Viviana Pérez Clausen
International Project Manager, Digital Society Technologies research group, i2CAT
Viviana Pérez Clausen
International Project Manager, Digital Society Technologies research group, i2CATViviana Pérez Clausen is a sociologist and international project leader specializing on social and digital innovation. She currently leads European and international projects in the Digital Society Technologies area at i2CAT, focused on creating inclusive, sustainable, and collaborative innovation ecosystems. She promotes Living Lab methodologies and Quadruple Helix collaborations to reduce social and digital gaps. She has over 20 years of experience in public administration, European project management, and international cooperation, and serves as a European expert for the SOCIEUX+ program, advising third countries on employment and social protection policies.
Marta Martorell Camps
Director, Digital Society Technologies (DST) research group, i2CAT
Marta Martorell Camps
Director, Digital Society Technologies (DST) research group, i2CATMarta Martorell Camps is the director of the Digital Society Technologies (DST) research group at i2CAT and a member of the Board of the European Network of Living Labs (ENoLL). A specialist in digital social innovation, Living Labs, digital rights, and value-based impact assessment (Key Value Indicators – KVIs), she promotes ethical, inclusive, and people-centered approaches to digital transformation. She leads European and international projects related to the digital and green transition, socio-digital inclusion, international cooperation, and the development of open innovation ecosystems. She is a frequent speaker at international forums such as OpenLivingLab Days, the UN Science Summit, ISIRC, and the Smart City Expo World Congress. She is currently a PhD candidate in the Sustainability program at the Universitat Politècnica de Catalunya (UPC), where she researches methodologies for assessing the impact of social and digital innovation aimed at generating public and social value.
Álvaro Arrieta
Professor & Academic Director in Hospitality Management, CETT Barcelona School of Tourism, Hospitality and Gastronomy
Álvaro Arrieta
Professor & Academic Director in Hospitality Management, CETT Barcelona School of Tourism, Hospitality and GastronomyÁlvaro is the Director of the Alimara Living Lab, the first living lab within a university hotel setting, where he drives disruptive innovation in the hospitality and gastronomy sectors. Passionate about nurturing new talent and with a holistic vision, he connects education, cutting-edge trends, and business to design academic programs that integrate sustainability, technology, and customer experience. His research focuses on the intersection of innovation and sustainability within the hospitality industry.
Jaisiel Madrid Sánchez
Leader, Interiors Living Lab at AMBIT Living Spaces Cluster
Jaisiel Madrid Sánchez
Leader, Interiors Living Lab at AMBIT Living Spaces ClusterJaisiel Madrid Sánchez is leading Interiors Living Lab at AMBIT Living Spaces Cluster. The specialities of this industry-led open innovation space are neuroarchitecture, technology and Shared Value Creation. Jaisiel has developed his professional career around research, innovation and consultancy on new digital solutions, leading more than 70 innovation projects. He has received several awards such as the Vodafone Award for Innovation in Telecommunications. Prior to that, he was also the leader of R&D Department of former Technosite (currently ILUNION), the ICT company of ONCE Foundation. Jaisiel also is the inventor of business application BUSINESS4ALL®, a co-creation business tool inspired by Design for All principles aimed at accelerating understanding and adoption of business model innovation to a broader base of people, projects and situations.