Introduction. This article examines the role of narrative in socio-material design. It is proposed to apply the term “narrative” to the discourse that links all four levels of design of complex social phenomena. Theoretical analysis. Today, the term “narrative” is used to refer to statements aimed at generalizing particular phenomena and events as manifestations of large-scale trends. Such statements hide their manipulative origins and ignore real social interactions. Full-fledged narratives linking all levels of design are represented in the politics of cultural heritage. The example of the Grand Canal in China shows the multidimensional connection of the canal, the experience of interacting with it in tourism, the incorporation of this experience into social interactions in major events, and the mutual connection of these levels with the social context of the surrounding ‘cultural places’. These levels are integrated through a narrative of ‘mobility’ that links China’s past and present through the image and material function of the canal. An example of creating a design of culture as a history of mutual influences is M. Puchner’s work “Culture: The Story of Us”, which clearly shows the integrative work of the narrative. Conclusion. Sociomaterial design as an analytical construct and a tool reveals different dimensions of narrative in the design of social phenomena and can be used in the critical analysis of discourses.