From a European technological and industrial perspective of the 20th century, Knowledge Management (KM) was viewed as the next step towards reaching a smart knowledge-based economy. But today, in the 21th century of big data and fast moving information, we argue that KM is not enough for reaching a qualitative human-based post-industrial society. We need a broader view in order to understand user needs and respond to their personal desires. In this endeavor, Living labs are a good way to reposition creative people at the center of technologies. But we need also methodologies and tools to accompany the transition from a competitive economy to a more sustainable society. We experimented this move at University of Reunion Island in the domain of e-education. We conceived a new paradigm called Sign Management (SM) for enhancing content producers with multimedia tools on a Creativity Platform. A methodology for co-designing educational e-services was applied in both natural (biodiversity) and cultural (music) domains in order that linear knowledge transmission lets place to an iterative know-how sharing approach between teachers and learners. This sign-based methodology serves as a condition for opening the era of Semiotic Web (Web of Signs) over Semantic Web (Web of Things). The objective is to co-create qualitative educational e-services with people based on a more natural/artificial and intelligent approach in the frame of Living labs.