Uniting European Design Excellence: SEGD Launches Official European Chapter

November 11, 2026

Kristin Bennani

The world’s leading organization for experiential design, SEGD (Society for Experiential Graphic Design), is opening a new chapter. With its official launch at the Platform Meeting preceding the 31st General Assembly of the International Council of Design (ICoD) on November 6, 2026, in Madrid (Instituto Cervantes / Real Conservatorio Superior de Música) as part of the Ibero-American Forum on Research and Design, SEGD establishes, for the first time, an overarching, multidisciplinary network for the European design, architecture, and exhibition industries.

Madrid / Dublin / Amsterdam / Paris / Innsbruck, October 27, 2026 – Under the motto “Designers of Experience. Connecting People to Place.” SEGD announces the launch of its new European Chapter. The official launch alongside the ICoD General Assembly in Madrid marks a decisive milestone for professional networking in spatial and multisensory design.

While many European design associations operate within a single discipline, such as architecture, graphic design, or digital UX, SEGD Europe bridges these professional silos. The chapter unites the entire value chain of wayfinding, branded environments, exhibition design, placemaking, and digital media under one roof. Its focus is on fostering outstanding European design solutions and advancing the core values of inclusion, diversity, and sustainability.

A Unique Ecosystem for the Entire Continent

European design is characterized by strong cultural diversity, historical depth, and a deep commitment to ecological and social responsibility. For the first time, the new chapter brings all of its stakeholders together:

• For Designers, Architects & Creative Studios: An interdisciplinary exchange beyond conventional professional boundaries, global visibility through the SEGD Expert Directory, and access to the renowned Global Design Awards.
• For Sponsors, Fabricators & Technology Integrators: Direct access to leading European decision-makers, an exclusive platform to showcase innovative materials and technologies, and strong positioning as industry pioneers.
• For Experience Leaders (Museums, Cultural Institutions, Airports): Best practices, pioneering case studies on visitor journey design, and a valuable peer exchange on accessible, future-proof placemaking.

Statements on the Launch

Cybelle Jones, CEO, SEGD

“Europe’s experience design practitioners have long set the caliber for design excellence, and this chapter recognizes their contributions. Following International Design Day 2026, we are honored to make this announcement alongside the General Assembly of the International Council of Design. SEGD Europe will bring our community together for education, professional development, and building awareness of the impact of our fields of practice, with programming that moves across Europe throughout the year to showcase the region’s talent and diversity.”

Billy Griffin, Founder, Artisan, Ireland

“Good design begins where craftsmanship, materials, and messaging meet. As a fabricator practicing in Ireland, I see every day how essential the close integration of planning and physical execution is. SEGD Europe finally brings makers and planners together on equal footing to set shared standards for quality and craftsmanship in public spaces.”

Sander Baumann, Founder, designworkplan, Netherlands

“In the Netherlands, we are used to thinking across traditional disciplinary boundaries. However, the real challenges of our time, from urban mobility to immersive digital spaces, require a European network. SEGD provides exactly the multidisciplinary space we need to learn from one another and shine globally.”

Ángel Sánchez, Design Director, Gensler, France

“Architecture has long been more than just a building envelope; it tells stories and creates identity. As a design director at an architecture firm, I am thrilled about this chapter because it enables us to think about spatial dramaturgy, branding, and digital interaction holistically from the very start, at the highest European level.”

Christian Lunger, Founder, motasdesign, Austria

“Austria and the Central European region represent a precise combination of tradition and cutting-edge creative power. The SEGD Europe Chapter offers us the perfect stage to bring these local strengths into an international dialogue, benefit from SEGD’s global resources, and jointly set new benchmarks in experience design.”

Outlook: Kick-off in Paris

After the launch in Madrid, the journey continues in Q1 2027, when the official European kick-off event will take place at Gensler’s Paris studio. Designers, architects, and industry partners are invited to join the growing European SEGD community.

Further information about the chapter, membership categories, and registration is available at www.segd.org.

About SEGD

The Society for Experiential Graphic Design (SEGD) is the global, multidisciplinary community for designers, architects, media developers, technologists, fabricators, and operators who bring spaces to life. With over 30 chapters worldwide, SEGD connects people to places through unforgettable spatial experiences.

Press Contact

SEGD European Chapter Communications

Email: europe-chapter@segd.org

Web: www.segd.org