Design presentation is considered as the effective communication tool in scientific communities. The conception of design presentation requires a methodological approach. The methodology of semiotic discoursive modelling (G. Lola) developed under the neopragmatist tenets helps achieve creative freedom, spontaneity, and perceptivity as a mental state sustained by the existing and evolving intellectual patterns. By boosting open and self-evolving design thinking, the methodology of semiotic discoursive modelling provides the designer with keys to making a innovative communicative product. A. Mukanova - master student of St. Petersburg State University - represents the design presentation of scientific laboratory.