Recently I attended the 2013 Rotterdam Design Prize ceremony. The design prize remains one of the few prizes – in the Netherlands and abroad – that makes no distinction between the different design disciplines. I took home an important message from the discussion of jury members – Design in the times to come will be very much about meaningfulness. One of the scout jury observed, “In a world where technology is becoming ever more influential, it is important to me that designers continue to look critically at what it adds.” Now technology is hardly ever a barrier to making what a designer can imagine. As a result, in western world we often have more varieties of things than we can even grasp. Still, new variants and upgrades continue to be added at an ever increasing pace. In this regard it is interesting to watch a video by Lernert & Sander, which is a sarcastic commentary on the ridiculous variety of stuff that we have (in this case, perfumes).