In the emerging age of transformation, experiences design is shifting focus. It is no longer about only creating experiences that are extraordinary and memorable, but indeed transformative. While people often encounter transformative experiences throughout their lives, these experiences, both positive and negative, are often accidental rather than designed. This research line focuses on how we can bridge the fields of experiences, design  and psychology to understand how we can intentionally create and occasion transformative experiences. This research area addresses the questions: What are triggers of transformation? How can businesses and employees guide transformations? What are the conditions and environments to create transformative experiences? How can transformation be sustained after the experience to integrate awe-inducing moments into a long-lasting effect?

Experience and value co-creation has become a key idea in services and tourism marketing in the 21st century. It recognises the power of actively involving consumers in the creation and consumption of products, services and experiences. This research line addresses the questions: How can we apply the principles of co-creation in the service fields, including tourism, leisure and events? Who are the key actors that co-create experiences and value in the service eco-system for mutual value and wellbeing? How can we implement digital technology to elevate co-creation to a next level? How can we co-create value together to elevate our collective human consciousness and create value for our entire eco-system?