Louise Guay, Ph.D. (Multimedia Communications) is president of the Montreal Living Lab since 2010. MLL is a non-profit center for open innovation and co-design. Louise is spearheading projects in transportation (smart sustainable mobility), participative city making and collaborative economy. Developing dynamic consultation platforms, the Montreal Living Lab is a catalyst of collaborative resources and fresh new ideas. Louise is a gifted entrepreneur, highly accomplished visionary executive with international experience. Her strengths include strategic positioning, strategic planning for start-ups and established corporations, and technology enrichment. Thanks to her direction, Lands’ End, Sears, H&M and IBM innovated in social e‑commerce through My Virtual Model experiences (MVM Inc.). Her unique networking skills brought her a strong business network including high profile international investors. She has a proven track record in leading several breakthroughs: first virtual dressing rooms; online 3D virtual models; realistic avatars for shopping, style advice and fit; virtual identity; personalization; social shopping and e‑commerce; fashion pictionary; and user-generated content. She is advising several retail and fashion groups in Europe and US.