Everything is a sign and everything is potentially something to which a sign can refer. Signifier/signified. That doesn’t make things easy. But it is nevertheless true. The universe is an infinite layering of representations. Everything has the potential of becoming a sign of something else. Are signs stable? Do they always refer to the same thing in the same way? Are the meanings attached to signs always the same? Or does a sign change its nature when looked at from a different perspective? How does a particular sign, such as the Eiffel Tower, fill itself with meaning. These questions are endlessly fruitful for the designer.