diff --git a/packages/app-experiments/src/Experiment2.tsx b/packages/app-experiments/src/Experiment2.tsx
new file mode 100644
index 0000000000..f188114b50
--- /dev/null
+++ b/packages/app-experiments/src/Experiment2.tsx
@@ -0,0 +1,135 @@
+/*
+ * Copyright 2023 The Backstage Authors
+ *
+ * Licensed under the Apache License, Version 2.0 (the "License");
+ * you may not use this file except in compliance with the License.
+ * You may obtain a copy of the License at
+ *
+ *     http://www.apache.org/licenses/LICENSE-2.0
+ *
+ * Unless required by applicable law or agreed to in writing, software
+ * distributed under the License is distributed on an "AS IS" BASIS,
+ * WITHOUT WARRANTIES OR CONDITIONS OF ANY KIND, either express or implied.
+ * See the License for the specific language governing permissions and
+ * limitations under the License.
+ */
+
+import React, { CSSProperties, ComponentType, createContext } from 'react';
+import { z } from 'zod';
+import mapValues from 'lodash/mapValues';
+import { Typography } from '@material-ui/core';
+
+/**
+ * App structure
+ * - Root
+ *   - GroceryLayout (fruit + vegetable columns}
+ *     - Apple [grocery, fruit, title, component]
+ *     - Orange [grocery, fruit, title, component]
+ *     - Carrot [grocery, vegetable, component]
+ *     - Tomato [grocery, vegetable, title, component]
+ *     - Banana [grocery, title, component]
+ *     - Metallica [band, title]
+ */
+
+interface ExtensionDataRef<T> {
+  id: string;
+  T: T;
+  $$type: 'extension-data';
+}
+
+function createExtensionDataRef<T>(id: string) {
+  return { id } as ExtensionDataRef<T>;
+}
+
+const coreExtensionData = {
+  reactComponent: createExtensionDataRef<{ Component: ComponentType }>(
+    'core.reactComponent',
+  ),
+  routable: createExtensionDataRef<{ path: string }>('core.routable'),
+  title: createExtensionDataRef<{ title: string }>('core.title'),
+};
+
+createPlugin({
+  id: 'catalog',
+  extension: [],
+});
+
+function createExtension(options: { id: string }) {
+  return options;
+}
+
+createExtension1({
+  // id: 'catalog',
+  // features: [
+  //   {
+  //     typeRef: coreExtensionData.routable,
+  //     data: {
+  //       path: 'catalog'
+  //     }
+  //   }
+  // ],
+  // init({ bind }) {
+  //   bind(coreExtensionData.routable, {
+  //     path: 'catalog'
+  //   })
+  // },
+  // factory(bind, config, mountConfig) {
+  //   bind(coreExtensionData.routable, {
+  //     path: 'catalog'
+  //   })
+  // },
+  extensionData: {
+    // Record<typeRef, Partial<typeRef.T>> ?
+    routable: { ref: coreExtensionData.routable, optional: true },
+    title: coreExtensionData.title,
+    component: coreExtensionData.reactComponent,
+  },
+  configSchema: z.object({
+    path: z.string(),
+    title: z.string().default('Ma title'),
+  }),
+  factory(bind, config) {
+    bind.title({ title: config.title });
+    const Component = () => <div>hello</div>;
+    bind.component({ Component });
+    bind.routable({ path: config.path });
+  },
+});
+
+function createEntityContentExtension() {}
+
+const AboutCard = createEntityContentExtension({
+  component: () => <div>hello</div>,
+  extensionData: {
+    // Record<typeRef, Partial<typeRef.T>> ?
+    channels: coreExtensionData.notificationChannels,
+  },
+  configSchema: z.object({
+    channelName: z.string(),
+  }),
+  factory(bind, config) {},
+});
+
+function createEntityCardExtension(options: { configSchema }) {
+  return createExtension({
+    configSchema: options.configSchema(
+      z.object({
+        path: z.string(),
+        title: z.string(),
+      }),
+    ),
+    factory() {},
+  });
+}
+
+const createEntityCardExtension = createExtensionFactory({
+  baseConfigSchema: z.object({
+    path: z.string(),
+    title: z.string(),
+  }),
+});
+
+const AboutCard = createEntityCardExtension({
+  // features: [catalogCard],
+  configSchema: parent => parent.union(),
+});