This isn’t your typical design fluff. It’s a raw look at how design doesn’t just solve problems it engineers longing. Through the lens of places like Momofuku and Ace Hotel, this piece exposes how spaces, objects, and interfaces are meticulously crafted to trigger desire, loyalty, and obsession.

It asks the uncomfortable question: are we designing for delight or for dependency?

In a world where every swipe, sound, and color is optimized to keep us hooked, this is a must read for anyone who builds products, brands, or environments. Because if you're not consciously designing desire, you're still doing it just blindly.