Service design for innovation stakeholers

Sofa Session
Koen Elsen

Session info

A sofa session, that’s nice. However, I rather not talk about how fantastic design is or how it’s going to save the pandas and the whales. I rather talk about why governments needs to start their own design office and work on their brand. Or perhaps why workers unions need to be concerned about service design and why they are the main innovation stakeholders. How about why "Creativity" needs to be one of the basic school subjects, but also that Creativity itself can't be taught. Then we'll talk about why the iPhone 6 "Bendgate" is fantastic and why Excel is the worst management tool for experience economics . If that doesn't sound good then let’s just talk about the similarities between Jazz en Design. Maybe Jef Neve can come along. That sounds interesting.


Koen Elsen is the co-founder of Achilles Design, a leading Belgian multi-disciplinary design office. He studied industrial design in Antwerp, and after his studies he went to Milan (Italy) to work in an Italian-japanese design studio working for Panasonic, Nara sports, and many others. Koen then returned to Belgium in 1994 to found Achilles Associates together with Jurgen Oskamp.

Over the years, Achilles Associates – recently renamed Achilles Design - has grown into one of the leading design consultancies in Belgium, offering a wide range of services from the Front End of Innovation to production ready products.

Achilles Design has accomplished successful products, servicedesign and brand projects for clients such as Esselte, Leitz, Dymo, Barco, Betafence, Belgacom, Atos, Colruyt Group, Dreamland, Eddy Merckx Cycles, Janssen-Fritsen, to name a few.

Outside of his professional career Koen is an enthousiastic runner and passionate musician.