FRESH15 Keynote: The AHA and WOW of events

Horge Perez is director of innovation at the I+ED Lab network. His experience includes the Benetton controversial pictures period, BMW and other large brands. Horge loves meetings and events because they have it all for innovation; both the ‘AHA and the WOW’ as he will explain in his presentation. Horge heads the design department at IED Barcelona.
The IED, is the Istituto Europeo di Design, based in Italy and Horge is, amongst other things involved in the conference “Design XX VS design XXI”. His career and background make him an exciting keynote for FRESH ART & Inspiration theme. Where especially the care for how things look and feel is high and Horge, like no other, understands why that is important.
His experience as Head of a Corporate Event Department and as a Master in Design Management, he has a unique perspective on how meetings matter and how the design component can be a driver for change.

His own company, which started more recently is I+ED Lab and stands for Innovation and Education. So again a perfect link to meetings and events where learning and networking lead to innovation. His experience with events in a large corporation is combined with his passion for design and innovation and his entrepreneurial spirit. As an innovation and design manager he helps companies from large German car brands to small startups.


I + ED is the area of the IED Barcelona dedicated to research and innovation that use teaching resources as a key factor experimentation. I+ ED drives research through education, ie the conscious use of Education - students and teachers vs practitioners - as a R&D tool for companies with the aim of using design as a strategic factor for market position. In short, the vocation of I + ED is to analyze, understand, experiment and develop new instruments to anticipate new social transformations and user needs. All adding to a company school of design as a future strategy and social responsibility.

European Design Institute

IED owes its establishment in 1966 to the intuition of its President Francesco Morelli. Through time, it has become a 100% Made in Italy international network of excellence, operating in the fields of training and research, in the disciplines of Design, Fashion, Visual Communication and Management. Above all, IED is an evolving educational system with capability and dedication to reinventing itself on a daily basis. Its mission is widespread and clear: to offer young creatives a thorough training – both theoretical and practical – and hand them the ‘Design Knowledge and Mindset’ that will accompany them throughout their lives. IED is far more than a school: thanks to its unwavering commitment to innovation, it is the melting pot where new generations of professionalism are constantly unfolded. IED is a powerhouse of ideas that develops creativity through its range of: undergraduate courses, masters courses, advanced training courses.

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