Du Sens dans l'Utile explores the pairing of designers with companies, bringing to light the innovative creation that emerges from this encounter. It is now necessary for utilitarian objects to have meaning. Our society is undergoing profound transformations that are leading CEOs to take into account the need for products to have an identity. Objects now have to play more than one role; they have to satisfy a cultural need. Today, economic success faces challenges and requires new attitudes. Companies see themselves as taking on an educational and cultural role. They create the objects that make up our environment. It is vital for them to collaborate with architects and designers who are able to think of objects differently and to give them meaning. Du Sens dans l'Utile sheds light on the relationship between eight companies and designers. Rather than elaborating a theory, it highlights a state of affairs and focuses on the key role of creativity in companies.