The focus of design studies has shifted from a product-centric perspective to a perspective in which value is defined by and co-created with the consumer, rather than embedded in the output. The reasoning hence focuses on the interplay between innovation and design processes. Moving from an earlier conceptualization of design-driven innovation, the attempt is to define the space of interaction between the different components of the innovation process. In this way a 3D innovation space can be sketched where different practices and experiences can be mapped. Through this exercise the key hypothesis of this work is empowered: no innovation is possible without design.