The book explores the transformations affecting cultural experiences, design paradigms and heritage fruition in an era marked by the phygital turn, the convergence of the physical and digital worlds. Human-technology interaction is redefining our relationship with reality, overcoming the two-dimensionality of the screen to create multimodal, sensorial, spatial, and embodied experiences. In this context, designers are called upon to explore and imagine new models of interaction and communication by creating interfaces capable of meeting the potential offered by digital technology, as well as the expectations, needs, behaviours, and motivations of people. The book stems from the ALICE project (ALICE (A-maz(e)-ing: phygitaL storytelling in desIgn for cultural landscapes & hEritage developed between 2021 and 2024 at the Free University of Bozen-Bolzano) and the Performing Spaces. On Designing Phygital Narratives within the Cultural Heritage Ecosystem international symposium (2023), offering an articulated view of the role of design in the construction and sharing of knowledge and cultural experiences.