This paper presents and discusses the pedagogical implication of teaching Shared Value, presenting a case study about a contamination lab namely the case of the Shared Value Living Lab (SVLL) which took place at the University of Torino (UniTO) in Italy. The paper analyzes the pedagogical side of CSV (arguments, topics, learning methodologies, etc.) in the framework of recent theories and approaches of teaching sustainability in business school and in the cooperation between industry and academia, as well. Our research methodology relies on the analysis and comparison of one case study under an intrinsic as it enables researchers to find “interactivity” and connectedness between the individuals participating. The SVLL case is an interesting example of co-creation of social value between academia and its stakeholders. First, it represents an inclusive project linking society and business; second, SVLL acted as a hub putting in contact different interlocutors; third, SVLL training stimulated the acquisition of soft skill in students (interviews, managing relations, represents the project outside university, explaining the project to people, research curiosity) through contamination activities. With our study, we demonstrate the change in students participating in the SVLL may not only be cognitive but also affective, making students feel hopeful, empowered and liberated, and ready to contribute to a more profound change towards the vast array of pro-sustainability behaviors.