The project creates an open arena with innovation at its core, where all organizations collaborate, share knowledge, technical expertise, explore critical technologies and new processes within the context of electrified work machines. The arena will become a hub for social, technological and business innovation by addressing key challenges necessary for the sustainable transition (Agenda 2030). Using quintuple helix as a framework, members participate in value-creating innovation in an unexplored environment based on trust and equality. Society is the main stakeholder for the project where we overcome sustainability challenges on our way to a CO2-neutral economy with applied electrification as a practical lens. Members from all helix groups participate, ensuring equality and participation from underrepresented groups. Emerging values drive sustainable change and development on a large scale through cross-border collaboration that builds NMS's expertise and reputation in world-leading innovation for sustainable industry.