In recent years, the concept of lifelong learning has been emphasized in relation to higher education, with a bearing idea of the possibility for the individual for a continuous, self-motivated pursuit of gaining knowledge for both personal and professional reasons, provided by higher education institutions (HEI:s). But how can this actually be done in practice? In this paper we present an ongoing project called MAISTR, which is a collaboration between Swedish HEI:s and industry with the aim of providing a number of flexible courses within the subjects of Artificial intelligence (AI), Design, and Innovation management, for professionals. Our aim is to describe how the project is setup to create new learning opportunities, including the development process and co-creation with industry, the core structure and the pedagogical design. Furthermore, we would like to discuss both challenges and opportunities that come with this kind of project, as well as reflecting on early stage outcomes. © 2023, ICST Institute for Computer Sciences, Social Informatics and Telecommunications Engineering.