To create sustainable growth, Europe is building and funding ecosystems for co-creation. Promoting cross-border collaborations between academia and industry and taking knowledge transfer to the next level is essential. The EU-funded SMART4ALL project will develop a new paradigm to uncover the so-called hidden innovation treasures in Southeast Europe (SEE). Specifically, it will develop an active network of digital innovation hubs (DIHs) with the aim of supporting academics, startups, SMEs and mid-caps entering the digitisation era. The project will introduce the concept of marketplace-as-a-service (MaaS), which can serve as a one-stop-smart-shop offering tools, services and platforms based on open-source technology. Overall, the project will work to enhance regionality for community building, synchronising European and national development strategies to bring new products and business ideas originated from SEE to the market.