MAD is an interdisciplinary research group focusing on experience design and practice-based research in domains such as cultural heritage, art and the creative and cultural industries.

Creative practice is central to our research. We believe that groundbreaking technologies can be developed by paying attention to human interests that go beyond the purely rational to also include phenomena like play, affect and aesthetics.

The members of MAD come from different disciplinary backgrounds including digital design, computer science, media studies and game design. We are joined together in a shared interest in practice-based design research approaches such as research through design, research-in-the-wild, action research and more.

MAD is coordinator for the Horizon 2020 project GIFT: Meaningful Personalization of Hybrid Virtual Museum Experiences Through Gifting and Appropriation. We are collaborating with researchers at the Mixed Reality Lab at the University of Nottingham and the Department of Informatics and media at the University of Uppsala, as well as artists and creatives such as Blast Theory and NextGame. We also collaborate with a variety of museums in Europe and the U.S., including SFMOMA, ARKEN and The Munch Museum, and digital heritage organisations like Europeana and Culture24.


  • We had a writing workshop in November 2018
  • Søren Pold visited us from Aarhus University in Autumn 2018
  • We had a writing workshop in early 2018
  • We visited Museum of Failure in Helsingborg in Summer 2017
  • We visited Ejby Bunker Museum in Spring 2017