transforming the world and society for the better, based on the principles of sustainability, design-thinking, and investing into the creative mind power of the next generation. Since 2012, the BE OPEN Foundation has been the vehicle of Elena Baturina's international philanthropy. BE OPEN is a Switzerland-registered “cultural and social initiative which aims to become a bridge between the great minds of our time, and the promising new minds of the next generation through a system of conferences, competitions, exhibitions, master classes and art events.” BE OPEN has been actively cooperating with the world renown designers, international brands, educational and cultural institutions, and state bodies, i.e. the Government of India, Greater London Authority, the Municipality of Milan, the EXPO Universal Exposition, and many others. For two years, Mrs Baturina served as a Trustee to the Board of the Mayor's Fund for London. Mrs Baturina also serves as vice-president for Maggie’s, a UK-based charity that offers free practical, emotional and social support to people with cancer. She is also a member of Maggie's London Board which is responsible for the coordination of all Maggie's fundraising activity in London. BE OPEN Foundation BE OPEN is a cultural and social initiative set up in 2012, and funded by Elena Baturina with the “aim to harness the brainpower of creative leaders through a system of conferences, competitions, exhibitions, master classes and art events.” “A long-term, international, multidisciplinary, multi-faceted project, BE OPEN is committed to becoming a bridge between the great minds of our time – philosophers, sociologists, designers, architects, artists, publishers, writers, businessmen and opinion leaders — and the promising new minds of the next generation. It also strives to help leading contemporary thinkers and creatives meet up with those in the media and business, discuss their ideas and visions and ultimately make change happen.” The foundation was launched at Milan Design Week 2012. Working in collaboration with leading design publication Interni, the foundation had significant presence at the Fuori Salone. BE OPEN revisited Milan Design Week in 2013 with a multi-sensory experience, with a focus on synaesthesia, exploring the overlap between colour and taste, smell and sight represented in the House of the Senses, designed by French architect Christophe Pillet and in 2015 with a mesmerizing Garden of Wonders exposition dedicated to redesigning defunct perfume brands. In 2014, with support from the Government and ministries of India, BE OPEN created an important exhibition of