Next week, on June 21st, I am invited as keynote speaker at the Design Doctoral Conference (DDC’18) in Lisbon. The event is hosted by the Universidade Europeia and will be attended by students, professors and researchers in design, but is free to visit, so anyone interested in the field of design can join in. The theme of the conference is transgression – something that is central in almost all of my projects. This inspired me to give my presentation about the process of my work. It all started with the innocence of our presentation Milan, grew into the platform with worldwide impact that Droog is today, and is currently transcending its narrative with the Design+Desires program. Guided by examples of Droog projects and projects of my own, I will present my ideas of the life cycle of transgression.