Design comes out of the interaction between a practice, which seeks to change the state of things, and a culture, which makes sense of this change. The way this happens evolves with time: practices and cultures evolve and so do the ways they interact; and the attention that is paid at different moments to one or other of these interacting polarities also evolves. In the current period of turbulent transformation of society and the economy, it is important to go back and reflect on the cultural dimension of design, its capacity to produce not only solutions but also meanings, and its relations with pragmatic aspects. Good design does not limit itself to tackling functional and technological questions, but it also always adopts a specific cultural approach that emerges, takes shape and changes direction through a continuous circle of experimenting and reflecting. Because the dimension and complexity of the problems is growing, it is becoming evident that to overcome them it is, above all, necessary to bring new sense systems into play. This is ground on which design, by its very nature, can do much. Indeed, the ability to create a virtuous circle between culture and practical experimentation is, or should be, its main and distinctive characteristic. However, for this really to happen it is necessary to trigger new discussion and reflection about the nature and purpose of design practice and culture.