Several recent reports demonstrate that creative industries have a recognized important and transformative role in the EU's economy. Creative industries are often defined as the main drivers of innovation and encompass an even bigger potential. In this sense, design is a powerful tool for innovation in new or emerging markets where user-friendly and appealing design is a must to create or enter the market.However, there are still some barriers obstructing the full development of such potential. One of the main remaining barriers is the lack of knowledge about the potential use of advanced materials in designing new products.DAMADEI project aims at raising awareness among designers and provide them with the appropriate experience on how to take advantage of these huge opportunities regarding advanced materials. In this way, design will be able to unlock its full potential as a driver of innovation and European competitiveness.Fomento de las Artes y del Diseño (Barcelona), Happy Materials (Prague) and the University of the Arts London are determined to join efforts and commonly tackle this challenge.In order to achieve it, DAMADEI will implement the following activities:- Capacity Building to implicate the stakeholders of the European design sector in long term structures.- Research in depth about needs, barriers and drivers when bridging the gap between advances materials industry and European designers community- Organization of 4 workshops in Barcelona, London, Copenhagen and Prague in order to raise awareness among designers about the potential of advanced materials.- Itinerant exhibition of new designs based on advanced materials- Creation of a collaborative online platform in order to pool and invigorate European design sector innovative initiatives.- DAMADEI's publication presenting its main conclusions. - Celebration of a final large dissemination event.