After a short presentation of the work at Marcel Wanders studio, we will learn about Alessi's culture, technology and approach to design. We will then analyze as case study the latest collection from our studio, the Alessi circus, in order to introduce the theme Emotional design. Adding an emotional layer to design, creating objects which elevate themselves beyond pure functionality; Usability needs to be the foundation of each project, but we believe today projects needs to embed messages and stories that can reach the mind, soul and hearth of people. Connecting to a higher reflective level of cognition allows the items to interact and connect deeply with people, exploring and triggering each one's memories, experiences, and cultural backgrounds. Furthermore the design process today is much more complex and the spectrum of activities much wider. It is essential today to embrace the project at 360 degrees including photography, graphics, advertisements, videos, texts and storytelling in order to better communicate the concept and story behind each project. The last part of the workshop will be dedicated to invite participants, through any mean of expression (3d, sketch, texts, graphic…) to use their cultural background and experience to create a story and concept design with a high emotional impact, related to a Alessi or any other design driven company.