Management education is under growing criticism and calls for a profound renewal of management theories and practices abound within and outside academia. Creative industries in general, and Design Thinking in particular, are being proposed as a possible source of such renewal. This paper presents IDEA, a new degree where design as a set of principles forms the foundation of the whole curriculum in an integrated way. We present the pedagogical principles and early results, and discuss the implications of such a degree for the students, the educators and the supporting institutions.