On 17-19 April 2013, the 10th European Academy of Design Conference will be held at the Röhsska Museum in Gothenburg. The event is organized in collaboration with the Business & Design Lab (BDL) and the School of Design and Crafts (HDK), both part of the University of Gothenburg. The conference marks the Röhsska Museum's close collaboration with GU and the museum's commitment to research issues related to design. The academic network European Academy of Design (EAD) was founded in 1995 and is a world-leading forum for research in design and design management, focusing on new research areas as well as areas such as sustainability, global issues and the societal role of design. Every two years a conference is organized within EAD. The 2013 edition of the conference is particularly prestigious as it is the tenth time it is organized and therefore takes the form of a jubilee. The location of the conference in Gothenburg is proof of Sweden's and GU's strong position in design research. The driving force behind the planning of the conference has been Ulla Johansson, holder of the Torsten and Wanja Söderberg Professorship in Design Management. In addition to the regular conference program, the Röhsska Museum will also offer some more popular science events aimed at the public.