Some cool stuff about it at this website...
"The goal of Experience Design is to create unique , intelligent , memorable experiences that are curated for their visitors.
Unique , because as we immerse ourselves in the web, we come to these spaces with greater expectations. These new environments offer interactivity through new media. By taking the familiar and unexpected and making it new, expectations are subverted and an impact is created. These physical destinations - whether they are stores, offices, hospitals or places of entertainment – will be the new destinations of the future."
