Among the cornerstones of an ageing society is the need to reinvigorate the very idea of elderlyness: overcoming the prevailing welfarism we try instead to place the relationship on care, on memory, but also and above all on relationship. For example the inter- and intra-generational relationship, but also the relationship image and perception or memory and fantasy. This presentation is part of the EUFACETS project which considers the elderly the treasure of our society, and does so in an innovative way, i.e. by working on the relationship elderly-young, elderly and care givers, but also and above all elderly and new technologies. An app is being designed: the prototyping of a social network will leave room for the photographs, memories and stories of the elderly. I will share a part of this project mainly related to research on memory: icastic, fantastic and hybrid memory. This will be done from the (ethno)semiotics of design, which uses an experimental and applied approach: by implementing some of the techniques developed from this modelling and put into practice during a part of the workshop 'Participatory Photography Experiments: Memory, Stories and Visions' we will evaluate the operationalisation of images and admire once again the inherent richness of a phase of life that is certainly vulnerable but also rich, creative and with much potential for research and joint action.