The Experience starts Monday December 2nd with the following presentations designed to contextualize the project for the 30 participants & mentors. Followed by the two week workshops for half of the participants. Here is the project presentation and contextualization program and workshop topics. The workshop topics are fleshed out in the workshop section.

Project presentation:


Project Presentation from 10:00am – 11:00am

  • 10:00am Gerard Ardanuy from Ajuntament de Barcelona
  • 10:15am Cecilia Tham presents MOB // Makers of Barcelona
  • 10:30am Mariona Aloy Ciller presents project as facilitator

Presentations followed by a round table with experts from 11:00am – 2:00pm

  • Intro & Moderator Gerard Ardanuy
  • Lluis Permanyer: History of Barcelona & the Eixample neighborhood
  • Oriol Alcoba: The making of 22@ neighborhood
  • Jose Luis Nueno: Marketing an idea, neighbor & marketing professor at IESE

Presentation by Community Entities 3:30pm – 5:00pm

  • MOB
  • Kaburi
  • LabCoop
  • Octaedro
  • ITES
  • Eolia



Gerard Ardanuy i Mata

Eixample District Councillor

Born in Barcelona. Graduated as an industrial engineer at the UPC and completed a Masters in Project Management from La Salle, Ramon Llull University (1999) and a Master of Occupational Risks in the School of Architecture of Barcelona, ​​in the UPC (2003).
In 2007 he was chosen alderman of the city, holds the position of chairman of the district council of L’Eixample and is spokesman for the municipal group CiU in education, work and knowledge society. Since 2007 he is a director of the Association of Municipalities of Barcelona, as well as a trustee of Casa Asia, the Municipal Institute of Education (IMEB) and municipal councils and Consumer Welfare.


Lluis Permanyer

Journalist, Editor and Essayist

Lluís Permanyer (Barcelona, ​​1939) is a journalist, editor and essayist. He studied law but from a young age he worked as a journalist. He collaborated on “Destino” and from 1996 worked as editor of “La Vanguardia”. He has won awards such as Luca de Tena (1969) and Barcelona City journalism (1987), Pere Quart Humor and Satire, 1996 National Journalism Award in 2008 and Background 2012.
His attraction for Barcelona he made him gain a profound knowledge of the city, he has become Barcelonas chronicler and has written several books about the city, among other things: That you know it ( 1996) Modernist Barcelona, the 1996 Barcelona bourgeois splendor, 2008 Barcelona Diagonal, Barcelona 2010 Lives privadas of the bourgeois, The Eixample 150 years of history 2011 or Barcelona History in relief, 2011. He is also the director of the documentary for TV3: Cerdà, a cursed visionary, coinciding with the 150th anniversary of the Cerdà plan, the proposed reform of the Eixample.
It also author: Segarra seen by their intimate friends (1982), Miro, ninety years (1984), Tàpies and the new culture (1986), Clavé, the sculptor (1989), Barcelona, ​​a museum of outdoor sculptures (1991), Brossa per Brossa memories (1999).


José Luis Nueno Iniesta

Marketing Professor

Ph.D. in Business Administration, Harvard Business School

M.B.A., IESE Business School
Degree in Law, Universitat de Barcelona
He has taught at several business schools, including on INSEAD’s elective course on Industrial Marketing. He was a visiting professor at the University of Michigan and has taught on joint programs with the University of Michigan and IESE in Vevey, Switzerland, and Shanghai. Prof. Nueno participates in programs across Latin America, the most recent of which were held at IPADE in Mexico and INCAE in Costa Rica. In 2003 he was part of the faculty team for Harvard Business School’s AMP Middle East Program and the Strategic Program for Retail Managers.
Prof. Nueno has directed sessions for executives in over 100 corporations and has been a speaker at many industry meetings and conferences, including those organized by HSM Expomanagement in Madrid, Buenos Aires and Mexico.
He is the author of a large number of articles published in international magazines as well as articles on marketing for a variety of academic publications. His most recent books are Experiencia de Compra (Shopping Experience, 2010) and El declive de las calles comerciales y el nacimiento del nuevo modelo multicanal (The decline of main streets and the birth of the new multichannel order, 2013).
Prof. Nueno is a member of the boards of directors of a number of leading international companies He is also a corporate consultant (since 1986 he has worked on behalf of more than 160 global clients on more than 230 projects), and advises national and international corporations in the areas of marketing and strategy.


Oriol Alcoba Malaespina

ACC1Ó, Technology Transfer

Oriol Alcoba Malaspina is Manager of Technology Transfer Division at ACC1Ó, the public agency that aims at improving competitiveness of Catalan firms through innovation, internationalization and financing programs. His mission is to design, implement, coordinate, and manage instruments to promote the technology market in Catalonia, as a tool to provide competitive advantages to Catalan companies.
Oriol graduated from the Polytechnic University of Catalonia (UPC) with a bachelor’s degree in Industrial Engineering. He later obtained a Master’s degree in Environmental Engineering from the Institut Químic de Sarrià (IQS) and an Executive MBA from EADA Business School. He is member of the board of several technology transfer institutions and a part-time professor on innovation and technology management at UPF.
His professional career started on 1998 developing R+D projects at Centre CIM (UPC) and, after 5 years focused on managing environmental services at Fomento de Construcciones y Contratas, Oriol served as the Director of Clusters Development at 22@Barcelona, the innovation district in Barcelona.