The is at SF Design Week! In the design hub at Pier 27 we’ve built an experiential ambiguity forest. What’s that? It’s 3000 pieces of hanging paper that form caverns with secret messages about ambiguity available to be discovered inside. Come check us out on June 7th and 8th or preview some of our content here.

Why ambiguity?

Projects, process, and people are inherently ambiguous. Designers find patterns in information. They re-frame problems. They tune possibility. They make meaning. Ambiguity simultaneously makes creative work extremely challenging to do well, and also leads to the greatest opportunities. 

We asked 150 students, novice to experienced, to reflect on their relationship with ambiguity via metaphor.   

Here are some of their responses:

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Opportunities from the Lab

Ariel Raz

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