A closer look often pays. When Marshall McLuhan first published his media study in 1967 (which has now sold in the millions), instead of bearing the book's main point “The Medium is the Message” the cover came back from the typesetter reading: “The Medium is the Massage”. But McLuhan then approved this gaffe, realising he had a truly classic title. For the author described media and especially mass media practices with great accuracy as a type of massaging or concentrated rubbing in. With the rise of digitalisation, messages are no longer just delivered in the fashion of multimedia (word of the year 1995), but rather, and for some time now, in a multiparallel way across various devices and screen sizes. Our focus on “multi-screen” addresses an increasingly important aspect of design which has taken on particular relevance with the preliminary discontinuation of Google Glass sales on 19 January, the unveiling of the Microsoft Holo Lens on 21 January and the planned launch of Apple Watch in April.