In developing the identity for the RSU Business incubator, the challenge was interdisciplinarity. We had to create a lasting strategy how to combine the fields of social sciences and of health sciences in a self-sufficient institution. The goal was to create positioning and an identity for a place where to develop business thinking and skills for those studying at RSU. By creating the RSU business incubator with a B space identity, we created the place for a universe of ideas and opportunities. The RSU students will use the potential of the B space in developing their entrepreneurship genes and for implementing ideas which are born out of the interaction between the health sciences and the social sciences.