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Democratizing Design: Event Design Collective launches to build capacity to train 2019 event designers by 2019

released 5 March 2017 at MPI European Meetings & Events Conference #EMEC17 – Granada, Spain

Press Release PDF version = 20170303_EventDesignCollectiveEDCoPressReleasePartnersSpainGermanyUSA

Democratizing Design: Event Design Collective launches to build capacity to train 2019 event designers by 2019

Basel, Switzerland 5 March 2017

With a first successful partnership rolled out in Canada, now the newly created Event Design Collective is delighted to announce the launch of three new partnerships in Spain, Germany and the United States.

In a fast changing landscape, now more than ever teams want to learn how to collaboratively create shared experiences. They want to have fun by consciously designing for behaviour change using proven methodologies. The Event Design Methodology using the #EventCanvas℠brings teams in a state of play to design. A user recently described the #EventCanvas as “a super helpful analogue system to track the past, organise the present + plan for the future”. According to the founders of the Event Design Collective, it’s now time to democratize design. We are driven to enable everyone to use this collaborative team approach to create events that consciously change our world in the desired direction of change.


Certified Event Designers have obtained their CED designation in an effort by San Diego State University, University of Amsterdam, MPI and Event Model Generation. Since 2015, more than 800 professionals have been trained and 50 have obtained the coveted CED designation.

The launch of the licensed partner network will offer local partners the opportunity to offer Event Design Certification training in new languages, levels and geographies. As a result, trained facilitators using the Event Design using the #EventCanvas℠ methodology will become Licensees to use the method to train and consult future practitioners.

Event Design Collective Spain will be led by Angeles Moreno, CED. With a wealth of experience in the Spanish speaking markets as current MPI Spain president, she will lead the charge in the region. Gerrit Jessen, CMP, CMM, CED current Vice-Chair of Finance on the MPI International Board of Directors, will lead the development of Event Design Collective Germany. In the United States, the Event Design Collective USA will be spearheaded by Terri Breining, CMM, CMP, CED, past Chair of MPI International Board of Directors and principal at Breining Group.

To date 800 professionals have been trained in the 3 levels of the #EventCanvas℠ methodology and ambitious plans are underway to grow the number of Certified Event Designers in the near future to 2019.

Programmes currently in place include:

  • 3 year partnership with IMEX and IMEX Americas to train 800 Level 1 Professionals, Faculty and Students by 2019
  • 6 Universities have launched the pilot programme of the EDC Young Professionals (EDC YP) in Europe and North America last year and to be expanded after the 1 year pilot phase
  • Event Design Certificate Programme to become a Certified Event Designer taking place in collaboration with San Diego State University (since 2015), University of Amsterdam (since 2016), and Ryerson University in Toronto (starting in 2017) and MPI

After launching the #EventCanvas in 2014, Ruud Janssen and Roel Frissen founded Event Model Generation and the Foundation. They now founded the Event Design Collective together with Dennis Luijer. Together, they wrote the “Event Design Handbook, Systematically design innovative events using the Event Canvas” published in 2016 available in bookstores around the globe. Currently there are 7 trainers active in the Event Design Collective. Within the next years they expect more regions and trainers to be added to the Event Design Collective.

For more information please contact:

Roel Frissen – – Tel: +31 65 519 23 23 (The Netherlands)

Ruud Janssen – – Tel: +41 79 291 06 23 (Switzerland)



Images of the new Event Design Collective partners can be found at

Gallery slideGallery slideGallery slide

Image below of the Event Design Collective in the making

(from left to right Gerrit Jessen CMP, CMM, CED, Ruud Janssen, CMM, DES, Dennis Luijer, Msc, Roel Frissen, CMM, Angeles Moreno, CED)


Event Design Collective Globe sketch (by Dennis Luijer)