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This paper is concerned with one of the oldest of design disciplines: architecture, and one of the newest: Experience design. It is based on the assumption that as an emerging discipline Experience design may learn much from Architecture, while Architecture could make itself a new way out with the help of an ‘experience design’ intensive research agenda. It argues that, to mediate both disciplines, a common conceptual and theoretical framework is required. Towards this ultimate aim, first it reviews the essentials of the so-called experience design and related issues of architecture, with a special emphasis on their common epistemological roots, then it goes on to give a rough sketch of a theoretical and conceptual framework.