In today’s society we have shifted from owning to experiencing - but what happens when we forget? A product we own is physically with us for as long as we choose, whether that be a home, a car, or a keepsake, while an experience, if not remembered, is as if it never happened. But what is memory, and what makes us remember a single experience over thousands of daily impressions? New science emerging from brain research gives us clues about what makes us remember and what makes us forget. This studio explores the science of memory and how we can create unforgettable memories. The design strategy will not be about a style, a theory, or a form—it will be about the memories that we shape. We will create places that are not just Instagrammed, but remembered for a lifetime.