Annual events


Service Design Days is a cross-disciplinary conference for change makers, influencers, and decision makers of small and large organisations, involved in product and service innovation, organisation transformation, and value creation through design.

It is a yearly conference, organised since 2016. This lively, intimate event brings together strategic designers and business strategists to learn, share and co-create together, through live- and online sessions. At the event, you are challenged to use your creativity and responsiveness to understand and design for tomorrow’s challenges. You learn new, successful tools on how to stay relevant and valuable and build lasting experiences. Besides that, entrepreneurial brands share their learnings on how to transform and innovate in a people-centered and design-led way.

The SDD conference is an opportunity to find out how to put design at the heart of your organisation. It provides you with a range of proven concepts and useful service and business design tools to guide your teams in a customer-centric transition. You find insights and solutions for your strategic challenges.

As the conference is part of the Service Design College program, it also provides you with the opportunity to physically meet, discuss and mingle with peers, designers and non-designers, researchers and leaders from many different industries from all around the globe.

The Service Design Days conference takes place in one of the most iconic buildings in Barcelona: the Design Hub Barcelona.


SDD2021 will take place on September 17 and 18 in Barcelona. This 6th edition will be forward-looking and optimistic and will centre around the theme: New perspectives - breaking out of the design bubble. Find more information on the progam, line-up and tickets on the SDD website.


The Student Service Design Challenge is a yearly, global design challenge that celebrates, encourages and inspires the next generation of designers. The challenge is initiated by Philips Experience Design and is co-organized by the Service Design College, in collaboration with IBM and the Ellen MacArthur Foundation.

With this challenge, younger generations – over 50% of the people in the world are younger than 27 – take part in shaping the future with the use of design. Their unbiased, playful and uninhibited approach may lead to new, disruptive ideas, improving the lives of many and having a positive impact on the planet.

The challenge is a chance for design students to practice a design process based on a real-life case, use their joint creativity, and get rewarded for that.

In 2020 over 35 student teams from over 15 design academies and universities entered the first edition of this competition. They were challenged on "How can we improve the heart health of people in Europe that are ‘invisible’, neglected, underserved, forgotten or overlooked?". The most inspiring service concepts of the 2020 challenge are presented in a virtual exposition.

Over 70 student design teams from all over the world are currently participating in the second edition of the challenge on "How can we improve the end-of-life cycle by actively involving users?".

More information on the 2021 edition of the challenge, the brief, its rounds, and the jury can be found on the challenge website.

Interested in collaborating with us?

The Service Design College provides a variety of partnership options. All companies and organisations are welcome to discuss opportunities. We're always looking for exciting new projects and ideas, and love working together with passionate brands who like to create change and make a difference. Please reach out to Inge Keizer (projects and partnerships).



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