BSBI Future Lab Challenge 4th Edition | Sonic Branding & AI Marketing
On 16 January 2026, BSBI hosted the 4th edition of its Future Lab Challenge at the Alte Post Berlin campus, uniting Global MBA and MSc students for an immersive, real-world branding experiment with the iconic fashion house ARMAND BASI.
Participants were tasked with designing an AI-first Sonic Branding strategy—feasible, sustainable, and culturally grounded—positioning Barcelona as a contemporary hub of modernity, while reinforcing ARMAND BASI as a timeless premium brand.
Over three intensive months, student teams worked as creative agencies, culminating in final pitches evaluated by an international jury spanning fashion, mobility, music, and leadership:
- Núria Basi, President & Co-Founder, BASI Group
- Marco Palmero, CEO, BASI Group
- Wolfgang Schwenk, Managing Director, Deutschland mobil 2030
- Ayako Fujiki, Pianist, Composer & Steinway Artist
- Dr. Gemma Vallet, Vice Dean, BSBI
The winning teams received a sculptural trophy curated by Mrs. Núria Basi—an homage to Barcelona’s skyline, inspired by Gaudí, Bofill, Foster, and Nouvel—alongside BSBI-certified training through the Future Lab and Metaverses programme. As Mrs. Basi reflected: “The participants understood the brand deeply, connecting its origins with the spirit of Barcelona.”
BSBI Future Lab 4th Edition Winning Teams:
- 1st Position: Ana Karen Ramirez Lopez, Ananya Sarin, Mihir Raut
- 2nd Position: Aysenur Coskun, Abhishek Nair
Initiated and led by Dr. Gemma Vallet, BSBI Future continues to cultivate the next generation of brand marketing professionals and leader