This publication examines connections and operational complementarities evidenced by design and transmedia storytelling in connection with the valorization of a Corsican popular tale. The strategy referred from this confrontation is to make popular memory into a living heritage. For this experiment, we have built a transmedia narrative universe structured from selected popular tale motifs. The observed results have shown real interest of an audience of young adults to a type of traditional story they would have considered, outside transmedia experience, as a story for children. This result allows us to make an assumption that should be tested in future experiments, that approach combines design and transmedia storytelling form a powerful tool to enhance and transmit with an innovative way an outdated immaterial heritage.