LAB on MEDIA and Human Experience
An immersed experience of a Do-Tank

May 29 & 30, 2007

Location: Hotel Ciutat de Girona, Spain
Max. 20 Delegates

Moderated by Humberto Schwab, Director, Club of Amsterdam, Innovation Philosopher

With the Thought Leaders

Laurence Desarzens, urban communicator,
Paul F.M.J. Verschure, ICREA research professor, Technology Department, University Pompeu Fabra
Ricardo Baeza-Yates, Director, Yahoo! Research
Rudy de Waele, Founder,




LAB on MEDIA and Human Experience

Old and new media are designing our world externally and internally. It is an immense challenge to draw the new role and position of digital and cross media in our economies and societies. Can the media consumer & producer be more active in designing their own worlds? Can we innovate creative cultures with and in media landscapes? Can we on a global scale foresee business opportunities that synergize with sustainable goals of the coming generations?

Not only media players are important in this dialog, we need all stakeholders to redefine and design the concrete impact of media on society. What can be the positive power of media in our world shifting towards a real transparent focus on needs of citizens? Let's start design.

Moderated by Humberto Schwab, Director, Club of Amsterdam, Innovation Philosopher

and the Thought Leaders
Laurence Desarzens, urban communicator,
... Youth tribes fluidly use all means of new technologies to surf what can be of their very specific interests NOW. They double-check validity, relevance and credibility with their friends faster than the speed of light. They copy, they fake, because the tools are theirs to do so, and why not. They use what is the most convenient for them to communicate … internet, gsm, whatever.

You will see website about specific cultures interests: skate, sneaker culture, music, who can bloom in a very short time. You see trends come, go and come back, and mutate. If you take people in hip hop music, you have young producers doing beats, exchanging and working cross borders. Influenced by anything. So they use all these tools whatever they are … AIM, Skype you name it.

Paul F.M.J. Verschure, ICREA research professor, Technology Department, University Pompeu Fabra
Psychologist. Specialist for wheeled and flying robots, interactive spaces and avatars.

Ricardo Baeza-Yates, Director, Yahoo! Research
Specialist for content and structure organization of a website and for blogs, vlogs and social networks.

Rudy de Waele, Founder,
... What is the influence of all this media to our children, society in general? What can be done to improve this? How can we improve our learning systems using media and technology to make sure our children can rapidly change/adapt to deal with the future changes? Who will control global digital access in the future? What about universal access? Multilingualism? Mobile learning systems? Media conglomerations? Is this really we media or their media? How to organize the overflow of information coming to us? Wikipedia example? Who owns what kind of information and who can manipulate what? ..

The underlying question is:
“What is the meaning of media innovation on the quality of the human experience?” If we talk about human experience we mean the inner- and outer experience. So cognitive technology knowledge, related fields of neuroscience and anthropology are essential in these matters.

We start from the knowledge we have about brain and computer games, television and our psychological state, Internet and communications, identity and images. We use the experience we have with the relation between media and mobility, learning, politics, power etc.

Given the ubiquity of media, the change to read and write media, the nano-technology revolution and the open source movement: we have to determine the burning questions. With different brainstorm tools we will innovate al these concepts so we can integrate these new hybrids and innovations in strong human oriented meanings and human values.

Using the following tools:

Value and appreciative inquiry
To establish the basic personal values, those are tangible in this matter? To discover and share our best experiences in deconstructing this theme.

Socratic discourse
To establish the basic questions and analysis: Is the way we have put this theme till now the right one?

Brainstorm methods
Work on new concepts, frameworks and hybrid approaches. With Future Scenario methods and other reflective tools.

Who should attend
Anyone with qualified experience and knowledge in fields related to media like IT industry, learning, gaming, mobiles, film and video, old media who is a creative explorer interested in new frontiers..

All participants have specialized knowledge. There is a need for cross over discourses on fundamental levels about basic human values perspectives.

You get strong practical based knowledge back on the avant-garde of media and human experience. You get a frame of discourse to communicate this exciting matter with other branch experts.

May 29, 2007

09:00 - 9:30
09:30 - 13:00
Part I

Part II

May 30, 2007

9:30 - 13:00
Part III
Part IV

As a non-for-profit foundation we don't charge VAT.

Your Registration Includes
....LAB participation for 2 days,.2 lunches, coffee and drinks during the LAB

Early Bird Registration
Valid till March 16, 2007
.... 800,-

Registration Fee
....Regular: € 1.300,-
....Discount: € 980,- [see online registration]
....Academia: € 300,-

How to register?

...Please use our Online Media LAB Registration at

...or download the LAB Registration

Conference Hotel Hotel Ciutat de Girona, Spain


Conference Hotel
The hotel Ciutat de Girona lies in the most emblematic cultural and historical area, in the centre of the city. The hotel combines a modern style with pictures of the most representative places of Girona.

Hotel Ciutat de Girona
C/ Nord, 2
17001 Girona - Spain
Tel.: +34 972 48 30 38
Fax: +34 972 48 30 26

Hotel Booking

Please mention the Club of Amsterdam in order to get the special rates.
The special rate is only available till April 28th!
You can call, mail, fax or send an email to:

Special Rates only available till April 28th

Double room single occupance 101 +7% iva
Double room
122 +7% iva
Buffet breakfast included

Services included in the rates

  • Welcome drink
  • Free internet in all rooms
  • Radio and CD Player
  • Bathrobe and slippers
  • Free minibar
  • Coffee-tea maker in all rooms
  • Free laptop and printer available under request

By Airplane

Airport Girona-Costa Brava

Airport Girona-Costa Brava website
12 km south from the city of Girona.

Airlines are
Ryanair -
Transavia -
Iberia -
Air Scotland -
Air Europa -
Monarch Airlines -
and many more.

By Taxi from Girona Airport to Girona
A taxi from Gerona airport to the Hotel Ciutat de Girona will take about 20 minutes and will cost approximately 25-30.

By Bus from Girona Airport to Girona Centre Bus Station
Operator: Barcelona Bus (by Sagales).

For more options: see Girona Airport website

Barcelona Airport

Barcelona Airport website
120 km south-west from the city of Girona.

EasyJet -
Ryanair -
Vueling -
Air Berlin -
Air Europa -
and many more.

By Train from Barcelona Airport to Girona
First take a train to Barcelona Sants Railway Station and then change to the train Girona. Travel time approx. 1 hour 15 minutes. Cost about: 140 - 150.

By Car

From the motorway AP-7, take the exit number 7 (Girona Sud). Go along the road C-65 and take the second exit heading towards Girona Ciutat. Go along Barcelona Road for about 3 km until you find Marques de Camps Square. Go straight on down Ronda Ferran Puig Street and take Sequia Street on the right. Go on down this street as far as the traffic lights and turn left. Go on down Jaume I Avenue as far as the third traffic lights and turn right. Go along Nord, which is a pedestrian Street. In the middle of this street, you will find a pylon and on its left, there is an entryphone to speak directly to the Hotel Reception. Then, we will take the pylon down and at the end of the street, on the left corner, you will find Ciutat de Girona Hotel.


Laurence Desarzens
urban communicator,

Laurence Desarzens, urban communicator,, is a networker and producer specialized in urban culture since 1980. From music and art, new media to fashion local, national and international. She is the producer of (a live webcast platform since 1996 and was co-founder of Her competences: urban events and communication on- and off-line. Laurence produces special events mixing music, technology, art and fashion. Viper, Ars Electronica, M4Music, Montreux Jazz Festival are some of the events she collaborated with. Other clients include Nike, Diesel, BAT, JTI, Esmertec, bluewin and Red Bull. She is producing the international Film Festival RESFEST in Switzerland. Credibility and quality are her two priorities.


Paul F.M.J. Verschure
ICREA research professor, Technology Department, University Pompeu Fabra

Dr. Paul F.M.J. Verschure (1962) is an ICREA research professor at the Technology Department of University Pompeu Fabra and director of the research program in perceptive and interactive systems at the foundation Barcelona Media. He received both his Ma. and PhD in psychology. His scientific aim is to find a unified theory of mind, brain and body through the use of synthetic methods and to apply such a theory to the development of novel cognitive technologies.

Paul has pursued his research at different institutes in the US (Neurosciences Institute and The Salk Institute, both in San Diego) and Europe (University of Amsterdam, University of Zurich and the Swiss Federal Institute of Technology-ETH and University Pompeu Fabra in Barcelona).

Paul works on biologically constrained models of perception, learning, behavior and problem solving that are applied to wheeled and flying robots, interactive spaces and avatars. The results of these projects have been published in leading scientific journals including Nature, Science, PLoS and PNAS. In addition to his basic research, he applies concepts and methods from the study of natural perception, cognition and behavior to the development of interactive creative installations and intelligent immersive spaces. Since 1998, he has, together with his collaborators, generated a series 17 public exhibits of which the most ambitious was the exhibit "Ada: Intelligent space" for the Swiss national exhibition Expo.02, that was visited by 560000 people.

Verschure leads a multidisciplinary group of 10 doctoral and post-doctoral researchers that include physicists, psychologists, biologists, engineers and computer scientists.

Paul’s spare time is spend with his family and training for another Ironman triathlon.

Ricardo Baeza-Yates

Director, Yahoo! Research

Ricardo Baeza-Yates is Director of Yahoo! Research Barcelona, Spain and Yahoo! Research Latin America at Santiago, Chile. Until 2005 he was the director of the Center for Web Research at the Department of Computer Science of the Engineering School of the University of Chile; and ICREA Professor at the Dept. of Technology of Univ. Pompeu Fabra in Barcelona, Spain. He maintains ties with both mentioned universities as a part-time professor.

His research interests includes algorithms and data structures, information retrieval, web mining, text and multimedia databases, software and database visualization, and user interfaces.

Rudy de Waele

Strategic Mobile Ecosystem Services
A creative, visionary, thoughtful and self-motivated strategist with outstanding inter-personal and communication skills in several languages, and technology platform experience across the Internet, Mobile Internet and Wireless Media, he has worked on projects as diverse as R&D, competitive intelligence analysis, digital concept, think-tank, content and event development, mobile and digital music distribution, communities and social network analysis and development, and content integration of Wiki's, Blogs, Moblogs and RSS feed technologies.

Well-connected among key players in the digital media distribution and global mobile value chain players, Rudy is passionate for the new and the innovative and not afraid of mixing the unmixable.

Humberto Schwab
Director, Club of Amsterdam
Innovation Philosopher, EuroLAB

Humberto Schwab was born 1953 in Surabaya (Indonesia). He now lives in Amsterdam and in Spain (province Girona).

Humberto Schwab studied physics and philosophy at the University of Amsterdam, he worked at the Montessori Lyceum Amsterdam, the Gerrit Rietveld Academie and at the Hogeschool van Amsterdam.

He designed a philosophy method for high and higher education and published on several aspects of education. He was the driving force behind parliaments approval in 1998, of the introduction of philosophy in the Dutch high school system. An innovative training course for teachers was designed and executed by Humberto Schwab at the University of Amsterdam.
He developed several philosophy techniques like the value brainstorm, concept analysis, differential analysis, assumption analysis and think tank teaching method. He adjusted the Socratic discourse for educational contexts. He co-designed the philosophy curriculum for the Dutch high school system.

He trained several organisations in reflection on mission and ethics, and advised governmental and other organisations on cultural affairs. In the annual festival of philosophy he acts as "stand up philosopher". He is chair of the Kalos society, which aims to improve the presence of intellectual youngsters in the public domain.

Humberto Schwab has developed the EuroLAB method, in which the Socratic discourse and the future scenario method are synthesized in a training format in which participants reflect on their position here and now by looking into a designed future. The participants combine all their knowledge to make different, challenging scenarios.

The EuroLAB is also a learning method in which students from different countries participate to brainstorm on urgent European matters. They produce an advice for the European government on the chosen subject (migration, water politics, media etc.). They learn by producing. Also they acquire international experience. In the Pyrenean area in Girona (Spain) the EuroLAB is developing steadily into a real virtual laboratory.Learning in an urgent context, and innovate educational systems is his main target now.

You can find resources related to this topic in
the sections about
Club of Amsterdam Journal

and for more events

Club of Amsterdam
Felix Bopp
Pieter Aertszstraat 83hs
1073 SL Amsterdam
The Netherlands
Phone +31-20-615 4487
Fax +31-20-419 0266