Experience design is all around us. Architects understand it. Movie directors understand it.
Musicians understand it.
And things are moving more and more this direction. When you're in a mall, let's say the Universal City Walk in Hollywood, you're participating in an experience centered design. Architecturally, the way you move through the space, the way the facades dance and change, the sounds, the way other people move around you, the placement of restaurants, benches, trees etc. With you and your experience in that space as the center. I come from the video games industry and this is what we do all the time.