2026 SEGD Voices – Omnispatial Design

Speaker:
Jamie Shaw, Partner, LMNL Studio
Paulina McFarland, Head of Brand Studio, LMNL Studio

Broadcast date: February 19, 2026

Summary

Omnispatial Design is redefining experiential environments. In this SEGD Voices session, Jamie Shaw and Paulina McFarland demonstrate how teams integrate VR, AR, and AI directly into the design process. As a result, designers can test scale, lighting, and movement before construction begins. At the same time, multisensory wayfinding strategies improve accessibility and personalization. Ultimately, this approach transforms signage into intelligent infrastructure.

Rather than using VR only as a presentation tool, Shaw’s team embeds it into design development. As a result, VR shapes decisions early. Through workplace, public art, and immersive storytelling case studies, she showed how VR helps teams visualize scale and lighting. In addition, it allows clients to test materiality and movement before construction begins. Consequently, teams align expectations sooner and reduce costly revisions later.

Building on that foundation, Paulina McFarland explored multisensory wayfinding and intelligent infrastructure. She explained that designers must respond to rapidly evolving technology. At the same time, user behavior continues to shift. Therefore, she emphasized speed, clarity, and adaptability.

In addition, she discussed how light, scent, and sound can guide people through space. She also highlighted AI, augmented reality (AR), and biometric systems. Together, these tools support more inclusive and personalized navigation. Ultimately, the session reinforced that designers must integrate technology as a material layer. Instead of adding it at the end, teams should embed it from the start.

Main Ideas

  • Omnispatial design connects physical space, digital tools, and virtual environments from the start.
  • Design teams use VR during development to test scale, lighting, materiality, and movement.
  • As a result, teams reduce risk and clarify expectations early.
  • Multisensory wayfinding uses light, sound, scent, and touch to improve accessibility.
  • Meanwhile, AI and AR systems support adaptive and personalized navigation.
  • Across industries, organizations now treat wayfinding as intelligent infrastructure.

Questions Answered

  • How do designers manage client expectations after presenting VR renderings?
  • How does budget influence technology-driven wayfinding strategies?
  • Do clients prioritize experience over cost?
  • How frequently do teams incorporate VR into their design process?
  • Given limited in-house expertise, how can firms begin integrating immersive technologies?