While a number of studies have focused on the relationship between aesthetics and Design, a specific C aesthetic analysis of experience design is still missing, despite the growing importance of the latter. This gap is not coincidental. “Experience design” can be a broad Category potential including any type of design, and thus, diffi cult to pin down. Without claiming to be exhaustive, this essay aims to provide a useful approach and some coordinates for a more critical refl ection on such a transversally operative phenomenon that is both widespread and urgent to understand. Not least, it aims to show how experience design’s highly aesthetic potential can shed New Light on design’s canonical conceptual COUPLE “form–function”.