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
Sociologist & International Project Leader
Viviana Pérez Clausen
Sociologist & International Project LeaderViviana Pérez Clausen is a sociologist and international project leader specializing in social and digital innovation. Currently leading European and international projects at the i2CAT Foundation's Digital Society Technology area, she focuses on creating inclusive, sustainable, and collaborative innovation ecosystems. Viviana drives the development of Living Lab methodologies and Quadruple Helix collaborations to bridge social and digital divides. Her work includes managing the Living Lab Senegal initiative, a pioneering project that promotes social innovation and digital transformation in Africa through community-led experimentation and open innovation. This project reflects her broader commitment to inclusive digital policies and public sector transformation. With over 20 years of experience in public administration, European project management, and international cooperation, Viviana has designed and implemented strategies fostering sustainable economic development and digital inclusion. She also serves as a European expert for the SOCIEUX+ program, advising third countries on employment and social protection policies. Her dynamic approach combines strategic vision with practical methodologies, fostering partnerships between governments, academia, civil society, and industry. She effectively navigates multicultural and multidisciplinary environments to promote innovative, citizen-centric solutions.
Marta Martorell Camps
Director of Digital Society Technologies Research Group
Marta Martorell Camps
Director of Digital Society Technologies Research GroupMarta Martorell Camps is an expert in digital social innovation, inclusive technologies, and participatory governance. She directs the Digital Society Technologies area at i2CAT, leading projects on ethical and inclusive digital transformation. With over 20 years of experience, including a term as Mayor of Tiana, she has led key EU projects such as INTEGER (completed) and FORGING. Her work promotes 4-helix innovation ecosystems, digital rights, and gender equity in tech. She holds an Executive master’s in public administration (ESADE) and is a PhD candidate in Sustainability at UPC. Marta is a frequent speaker in international conferences and active in networks like ENoLL and ESSI.
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.