The tools for recognizing the user, environment, and strategic design situations make it possible to give society a conscious look at the use of the necessary resources to build a future. In the same way, the vision of social innovation seeks for the development of sustainable solutions from the economic, environmental, and social point of view. This article presents some positions of a social innovation project that delves for protecting the diversity of cultural expressions: Culturelab, has motivated students and cultural groups to think beyond the walls of the university or the solitude of the ideas of small entrepreneurs, so that they can meet and have contact with international markets and festivals. With this spin-off, we seek to contribute to the golden age of Colombian cinema, to show that in Colombia there is much more than exotic music, an independent theater full of nuances and, in general, a diverse multicultural scenario. This knowledge shows the management process that is focused on creating companies, which has a strong emphasis on the education of the students in the career of Cultural Studies and Management, and offers quality artistic experiences to the beneficiaries of the research that help to increase the cultural capital of Colombia.
