Design has an enormous social reach and is instrumented to materialize solutions for all types of challenges: from the most basic and mechanical to the most complex and transcendental. The activity brings concreteness to abstract ideas, makes the invisible visible and has the potential to embed ethical codes, encourage socially responsible conduct and transform existing realities into more desirable ones This is particularly true in the context of complex social challenges, which demand a holistic approach and a deep understanding of project context variables, as well as a multidisciplinary body of knowledge. Founded in 1999, Labmemo’is a space for applied research in social design and emotional design. Its origin was based on studies of social memory and the symbolic relationship between people and the designed environment and its main objective is to seek theoretical and practical support for the design of memorable products and services, understood as those that promote the transformation of existing situations and realities into more desirable ones as proposed by Herbert Simon and Jorge Frascara. This article presents the current stage of Labmemo’ investigations, which has proven to be an efficient way of encouraging design students to pro-mote sustainable, inclusive, ethical and memorable experiences. It was organized into three sessions: the first presents the Brazilian research laboratory in social design and emotional design, the second summarizes the presentation of its investigation into how to design memorable products and the third integrates the aspects of emotional design with megatrends.