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AbstractThis paper explores the role of the aesthetics in Group Decision and Negotiation (GDN) practice, specifically how it affects the methods and the cognitive processes in the architectural field. We intend aesthetics as"scientia cognitionis sensitivæ", a particular process and way of knowing and experiencing the problem through senses, imagination and empathy. We argue that (a) aesthetics and aesthetic features can (and do) convey knowledge about the problem; (b) we can distinguish between two kinds of aesthetics, one of the process and one of the product and (c) the aesthetics can contribute to create a "plural subject". The issue is investigated through a decision problem about the transformation of an iconic building in the centre of Turin (Italy), in two ways: (1) by merging the Strategic Choice Approach (SCA) with architectural design and (2) by approaching the same issue with Storytelling, as a method for problem-based instruction. Considering the aesthetics as a specific form of language, the paper offers innovative considerations about the role of representation and visualisation tools and models—drawing, scheme, diagrams, but also video and text—as support for group decisions and negotiations, in the construction of knowledge within decisional processes.