Just as ALICE (A-maz(e)-ing: phygitaL storytelling in desIgn for Cultural landscapes & hEritage) falling in the rabbit hole discovers an unknown universe – a timeless wonderland – to be experienced by following traces and connections, so does phygital storytelling design in the field of Cultural and Landscape Heritage. The research explores the evolution of interaction design and digital communication, with a focus on the multimodal narratives, the perception of phygital space, the people and social experience, both from the theoretical as well as a methodological point of view.