According to Schulze and Webb experiences are very important and strongly connected with the product that provoke them.
When we design something we have to think to the experience we will create for the users.
There are moments we remember about the products we own, for example we remember the first time our mobile phone fell down, or when we unrwrapped our I pod.
Designing we have to focus on those hooks moments!
They showed us a cigarettes innovative packaging. In this case that brand is producing a product but also creating experiences, for example conversations with my friends about it. Maybe they don't sell just cigarettes but also conversation or the situation of meeting new people.
I'm glad I had the opportunity to learn from this two very talented designers.