MYA is a collaborative working environment shared between partners of different nature: industrial, academic, public and individual society. The MYA Living Lab (MYA LL) aims to provide support to organizations operating in the CCI (Cultural and Creative Industries) sector through a process of user-centric and user-driven innovation.

It identifies an open experimental functional area, characterized by the co-presence of public and private (Public-Private-Partnership) to create, prototype, validate, test new services, products and systems in a real-life context typical of performing arts such as concerts, theatre performances, conferences, where the technological change related to ICT (for design, operation management and collaboration) must be to support the innovation of production processes.

The community is made up of industrial partners, creatives, companies active in the performing arts sector and in the different areas of the CCIs, public institutions and universities, and it proposes itself as creative driven organizations. Extracting the best skills from the company mentioned, the LL, will be able to build new business models and to transform or introduce new processes/ work methods and to promote organizational change, catalyzing the organization’s (often unknown) internal energy and skills.