144 8 th European Academy Of Design Conference - 1 st , 2 nd & 3 rd April 2009, The Robert Gordon University, Aberdeen, Scotland LIMINOÏD DESIGN DIMENSION Nabil EL HILALI 1 , Jean-Pierre MATHIEU 2 1 Phd candidate I.E.M.N. I.A.E. Université de Nantes 2 Professor Audencia Business School ABSTRACT The idea of design transversality is embedded in all topics related to design and is linked to many academic ields and organizations. In this paper, on the basis of liminal theory, we argue that the idea of design and transversality connexity is a central idea, which must be highlighted and is derived from a strong epistemological concept. The paper then deines design in liminoidity, which means that design is “not here, not there” but in an ontological sense lies always betwixt and between two ideas and no consideration of this design characteristic can be the core from which paradigmatic negative conlicts between ields and disciplines, in their links to design, can be generated. Keywords: Design - Interdisciplinary - Marketing - Engineering - Art - Management - Liminal. 1 INTRODUCTION Anyone undertaking design research is confronted immediately with one characteristic that seems intrinsic to design. This characteristic is arrived at by the conjunction between coordination (and) subordination (as), a state inluencing any design thinking. Design is de facto rooted in the notion of “conversational implicature” (Grice 1975) In other words, design implies in a constant way that something else lies behind the design. For example we can add the terms strategy, art, marketing, ageing, innovation, disability, law, and the list can continue indeinitely. This statement is signiicant and requires further exploration to understand its implications. This can be expressed through Aristote’s principle; “the beginning of all sciences is the astonishment that things are just like that.” It is important therefore to be astonished and to raise questions about the foundations of design. This paper explores this concept and asks the questions. Why is it necessary for design to encompass other ields, concepts, functions or disciplines? In other words, why does the idea of design as an autonomous concept require apparent connexity? 2 DESIGN TRANSVERSALITY Other researchers have already made direct and indirect links with theories of design. In particular the complexity model put forward within the framework of the research project undertaken by Findeli 1998, the convergence model between design theory and management theory (Mozota 2003), the expandability of design (Hatchuel and al.2003), and design as a system of representation (Mathieu 2006) (Hoffman, Mathieu Roehrich 2008). Each of these studies have contributed signiicantly to design theory, although the inclusion in this list of Findeli’s model may raise more questions than it answers. If we refer to the problem highlighted by Casti about dialogue between two academic researchers on the complexity of design theory, “The complexity is what you do not understand,” says the irst, “You do not understand the complexity,” replied the second (Casti, 1994). The following paper examines these ideas and puts forward a theory in response. In the irst instance, an intuitive response can be developed through the concept of design transversality, which provides an initial answer. In this sense, design appears in a constant state of dialogue with other ields. In stating that design is transversal only provides a partial epistemological viewpoint. EAD09/049