The Narrative Dimension of Design Diversity

This paper focuses on latest theoretical interests that animate the debate within the design disciplines, on the nature of some conceptual tools that design borrowed from the humanities. Starting from a workshop carried out in the retail design field, the authors will introduce the narrative practices that take place in the project development. In this field the linguistic repertoires, the rhetorical devices of narrative and the dialogical practices become either cognitive and understanding devices as well as construction of sense in order to define a persuasive approach of the new surrounded by the sphere of public feeling.