BSBI Future Lab Challenge 2025: Shaping the Next Generation of Brand AI Marketing Professionals
On 5th September 2025, BSBI hosted the latest edition of the BSBI Future Lab Challenge at the Alte Post Berlin campus, bringing together talented students for a hands-on marketing and business innovation competition, working for a real challenge: the iconic fashion brand Armand Basi.
The BSBI Future Lab, an academic initiative led by Dr Gemma Vallet, Vice-Dean of the Faculty of Economics, with the support of Professor Dr Kyriakos Kouveliotis FRSA, Provost and Chief Academic Officer, continues to foster innovation and professional excellence in brand AI marketing education.
Welcoming the jury and participants, Professor Dr Kouveliotis highlighted BSBI Future Lab’s pivotal role in shaping the next generation of elite marketing professionals and announced plans to expand the initiative to other BSBI campuses such as Barcelona, Madrid, Paris, Hamburg, Athens…
This year, participants were challenged to go beyond a marketing campaign and develop an innovative business idea that was AI-first, feasible, and sustainable, aimed at having Barcelona as the epicenter of modernity and reestablishing ARMAND BASI as an iconic fashion premium brand.
Select Global MBA and Digital Marketing students and alumni developed their pitches through intensive workshops, following the methodologies of top advertising agencies, training them to compete at a professional level in a real-world marketing and business innovation challenge.
A distinguished jury evaluated the pitches, including Ms Núria Basi, President and Co-founder of BASI Group, Mr Marco Palmero, CEO of BASI Group, Mr Bodo Baumgardt, founder of Baumgardt Marketing Consultancy, and Dr Gemma Vallet.
Following the presentations, the winners were announced. Each first-prize recipient received a trophy, selected by Núria Basi, Chairman of BASI Group, as an iconic representation of Barcelona, inspired by its unmistakable skyline and the work of architectural masters such as Antoni Gaudi, Sir Norman Foster, Ricardo Bofill, Jean Nouvel... Winners also received BSBI-certified training, including the BSBI Future Lab and Metaverses course.
Reflecting on the event, Ms Basi remarked:
“All the participants, presenting their brand AI marketing campaigns at BSBI Future Lab Distinction Day, understood the brand perfectly, connected with its values, and presented it professionally… very, very well.”
