For over half a century Design Sweden has been an axis for Swedish designers. However a whole lot has changed since Rune Monö, Carl-Axel Acking and Sigvard Bernadotte chaired the organisation in the 50’s and 60’s. The world has evolved in disruptive ways and design as discipline has developed to reflect advances in new technology and organisational practises. We have gone from confining design to the industrial space to considering it as an all-encompassing process and culture, with an ever-growing amount of job variations. Today, design is present in all companies and organisations and is an unquestioned cornerstone for all start-ups and new initiatives. From its unique vantage point – exploring and analysing emerging behavioural patterns and cultural shifts – design plays a vital part in shaping our surroundings.