The idea behind the brandname the guys over at SensesLab (an agency focused on design strategy and ux) came up with is that people experience services and products through their senses. The senses can also trick the brain ('impossible objects' for example). As Kant said: "Reason and experience are interdependent." Leaving us with an interesting metaphysical duality. The 'Lab' part of the name is related to 'obsession with research, to know more, and the continuous need to test and improve things' as they put it.