Dr Annmarie Ryan is Associate Professor at the Kemmy Business School at the University of Limerick. She is founder of the Digital Futures Lab and has designed and led a number of futures labs including Health Futures Lab (2015) and the Health Research Futures Lab (2016) (funded by the Irish Research council). She is a serial innovator in higher education bringing a studio approach to the business school as well as designing and delivering rich digital learning environments for a professional and full-time learners. She is currently project coordinator for a .25 million European funded project (EULab), which has the ambition of designing a platform for a European wide network of Mission Labs, putting the design of tomorrow’s world into the hands of the next generation. Her research is concerned with understanding the complexities of space and place (digital and analog) in the shaping and reshaping of markets. She has published over 100 scholarly works (peer reviewed articles, conference papers, book chapters). Her work has appeared in prestigious academic journals including Human Relations, Marketing Theory, Industrial Marketing Management.