An experience designed to inspire you, share ideas, and discover new ways of looking at change. Throughout the day, you’ll be part of an environment of learning and connection where innovation becomes a new way of thinking, creating, and collaborating.
Downloadable resources
Horizon Cards
Lovable (landing page creator)
Artlist (image/video creator)
Landing Prompt Template
Video Prompt Template
Pitch Template
Prototype Template
Journey Canvas Template
Moonshots Cards
Timer Countdown
The Horizons Framework
The Horizons Framework is a strategic model that helps organizations balance innovation across different time horizons.
- Horizon 1 focuses on improving and optimizing the core business and products of today.
- Horizon 2 explores emerging opportunities, such as new digital platforms or technologies that extend current capabilities.
- Horizon 3 envisions future disruptions — entirely new models, services, or experiences that could redefine the industry.
Speakers
REMKO VERMEULEN
Head of Product at SignAssist
ARTURO PÉREZ DE LUCÍA
General Manager AEDIVE
SUSANA JURADO
Head of Telefónica Venture Builder
ÁLVARO FALCONES
Co-CEO and Co-founder of TaxDown
CARLOS MOLINA
Founder and editor-in-chief of MultiVersial
FRANCISCO FARFÁN
CISO at Restaurant Brands Europe
Event Schedule
MORNING SESSION: INSPIRATION & FOUNDATIONS
Learn, get inspired, challenge the status quo
09:00 - 09:30 am
Welcome & Journey Baseline
Before we redesign the future, let’s challenge what exists today. Which parts of this journey won’t survive the next decade?
09:30 - 10:15 am
Keynote: The Impossible Journey
Industries that reinvented their journeys «Yesterday’s impossible journey is today’s standard»
10:15 - 11:00 am | Coffee Break
11:00 - 12:15 am
Forces Reshaping the Journey
Discover transformative forces presented through external case studies and the impact of travel: Lead facilitator: Remko Vermulen + industry experts.
- Álvaro Falcones – Co-CEO & Co-Founder at TaxDown
- Susana Jurado Apruzzese – Head of Telefónica Venture Builder
- Arturo Pérez de Lucia González – General Manager at AEDIVE
- Francisco Javier Farfán Contreras – Chief Information Security Officer (CISO) at RBE
12:15 - 12:45 pm
The Future Customer
Shared vision of the customer we will design for in the afternoon
12:45 - 1:00 pm
Introduction to three work horizons
- Car-as-a-Product (Hardware, design, sustainability)
- Car-as-a-Platform (Software, AI, connectivity)
- Car-as-a-Service (Mobility, subscription, digital services)
1:00 - 2:30 pm | Lunch Break
AFTERNOON SESSION: CREATION & CO-INNOVATION
Hands-on: from concept to prototype
2:30 - 2:45 pm
Introduction to the afternoon session
What if the next big breakthrough in mobility starts this afternoon?
2:45 - 3:00 pm
Choice of challenge
Three paths to disruption. One decision that will define your journey.
Phase 1: Design Future Journey
Learn the framework that leading innovators use to map customer experiences a decade ahead.
Phase 2: Moonshot Initiative
Discover how to transform ambition into a concept that boards can’t ignore.
3:00 - 3:15 pm
Future Journey
Where will the real value be created: in the metal, the intelligence, or the experience?
3:15 - 4:15 pm
Product, service or solution creation
This is where strategy meets execution. Are you ready to build something that matters?
4:15 - 5:00 pm
Future Pitches
One chance to prove your idea can change the game.
5:00 - 5:20 pm | Closing
5:20 - 6:30 pm | Cocktail
Downloadable resources
Intro Slides
Horizon Cards
Prompt Template
Pitch Template
Timer countdown link
Event Schedule
MORNING SESSION: INSPIRATION & FOUNDATIONS
Learn, get inspired, challenge the status quo
09:00 - 09:30 am
Welcome & Journey Baseline (30')
- Projection of Mercedes Benz current customer journey
- Participants receive «journey passport» for insights
- Provocative question: «Which parts of this journey will disappear by 2035?»
09:30 - 10:15 am
Keynote: The Impossible Journey (45')
- Cases: Netflix, Spotify, Airbnb – industries that reinvented their journeys
- Key message: «Yesterday’s impossible journey is today’s standard»
10:15 - 11:00 am | Coffee Break (30')
11:00 - 12:15 am
Forces Reshaping the Journey (75')
Five transformative forces presented through external cases and journey impact: Lead facilitator: Remko Vermulen + sector experts (mobility, energy, others)
- Power Shift: Wallbox, Iberdrola, Ferrovial
- Code on Wheels: Taxdown (cerrado)
- Beyond Ownership: Cabify, Lynk & Co. Bipi.com
- Freedom on Demand: Waymo, Applus+ Idiada
- Green Loop: Patagonia, Moeve, Dcycle
12:15 - 1:00 pm
The Future Customer (45')
- Interactive presentation with live voting
- Who is the 2035 customer and what they expect
- 10 statements debate: True/False/It Depends
- Output: Shared vision of the customer to design for
1:00 - 2:30 pm | Lunch Break (90')
AFTERNOON SESSION: CREATION & CO-INNOVATION
Hands-on: from concept to prototype
2:30 - 2:45 pm
Horizons Framework (15') Introduction to three work horizons:
- Car-as-a-Product (Hardware, design, sustainability)
- Car-as-a-Platform (Software, AI, connectivity)
- Car-as-a-Service (Mobility, subscription, digital services)
2:45 - 3:55 pm
Future Journey Design Sprint (70')
Phase 1: Design Future Journey (35′)
- Each team creates «Journey Canvas 2035»
- Apply 1 horizon + 2 disruptive forces
- Map 6 journey phases: Discover > Engage > Activate > Live > Evolve > Renew
Phase 2: Moonshot Initiative (35′)
- Select ONE journey phase
- Develop concrete disruptive initiative
- Create Concept Poster with: initiative name, journey phase, forces applied, customer value, business impact, first step, visual sketch
3:55 - 4:15 pm | Coffee Break (20')
4:15 - 5:00 pm
Future Pitches (45')
- Shark Tank style presentations (7 min each)
- Investor panel: Mercedes management + facilitator
- Live voting: Most audacious / Most viable / Most customer-centric
5:00 - 5:20 pm | Closing (20')
5:20 - 6:30 pm | Cocktail (50')
Location: C. Vizcaya 12 28045, Madrid (Impact Hub)