This conceptual paper presents a Living Lab model of how university, society and organisation may strengthen the co-creation capacity on regional and international level to improve quality in higher education. Our conclusions are that successful co-creation between universities and society/organizations is built on mutual contribution, knowledge sharing as well as engagement from all involved. Here, living lab methods can help improve quality. Further, from a university perspective, a challenge is to keep the engagement in the project from all involved, and to assure an equal status between stakeholders. This calls for a skill in how to conduct project in co-creation with several partners. A skill that has to be taught to students as well as to teachers and researchers.