Is all design becoming experience design?

By Adam Tinworth

I was back in Berlin last week, as a guest of The Zeitgeist Project, an evening event designed to act as a thought-provoking session on design in the shadow of the giant IFA consumer electronics show. It was as much an experience as an event, from the giant rhino model that greeted us in the foyer, to the lighting and acoustics that converted an atmosphere of both thoughtfulness and challenge.

And that got me thinking about the role of experience, and sensory experience in particular, when you’re designing services. The Zeitgeist Project was very much an event focused on product design, rather than service design. But plenty of the ideas were just as applicable to both areas.

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