London Chapter

London, England Blog

London Chapter Event

Thank you to everyone who attended our ‘Behind the Design at the Tottenham Hotspur Stadium’ event last month. It was great to see so many people there from the SEGD community and beyond at what was only the second event we’ve staged in London, and the first in our series of educational events, offering expert insight from professionals from across the world of experiential graphic design.

Hosted by Populous, the architecture practice behind the stadium design, we heard from the brand activation and wayfinding lead Simon Borg, alongside architect Maria Knutsson-Hall and interior designer Liam Doyle. The trio unpacked the intricacies of the practice’s cross-disciplinary design approach, exploring how input from its team of brand strategists and wayfinding specialists informed the form of the building from an early stage in the project, enabling the development of authentic and long-lasting experiential spaces. 

And if that wasn’t enough, the lucky attendees will have the opportunity to join SEGD London on a private tour of the stadium later this month.

If you missed out this time around, fear not, we’ve got plenty more events like this planned for the future – so watch this space for details!

London Chapter Event
SEGD London • 30th October 2019 • 4pm

The Golden Ticket Tour: Behind the design at the Tottenham Hotspur Stadium


As a thank you to the attendees at the recent SEGD London event at Populous we have arranged a private tour of the stadium.

We look forward to seeing you there!

Heath Pedrola & Simon Borg, Co-Chapter Chairs


“Tottenham’s new stadium is so great that I thought: are they really letting me in?”

That was the reaction of journalist and Spurs fan David Aaronovitch upon first entering the Tottenham Hotspur Stadium when it opened in April. Now you have the opportunity to delve into the design with the multi-disciplinary team who created it.

Join SEGD London and Populous at their Putney studios as the architects, wayfinding strategists and experiential designers responsible for this landmark stadium project offer an insight into their work—presenting the innovative features that make the building special, as well as reflecting on some of the main challenges of the design process.

The speakers for the event

Simon Borg 

With more than 15 years of experience, Simon Borg has worked for multi-disciplinary creative agencies in both Australia and the UK. His expertise spans experiential design, graphic design, wayfinding and branding and naming rights activation. He is currently the Creative Director of Populous Activate, a specialist brand activation and experiential design agency working within the sports and entertainment sector. 

Since joining the company in 2004, Simon has been instrumental in the delivery of projects including the brand activation of London’s O2 Arena, London 2012 Olympics multi-venue wayfinding, and wayfinding and brand activation at Tottenham Hotspur’s new 62,062-seat stadium. 

Maria Knutsson-Hall 

Maria is an Associate Principal at Populous. She received her bachelor’s degree in Architecture at the Lund School of Architecture, LTH, Sweden in 2009 and her master’s degree, with distinction, from The Bartlett School of Architecture, UCL in 2012. Since joining Populous in 2013, Maria has been involved in the design and development of a number of UK premier league facilities and has worked on concepts to attract more user groups to European stadiums. Most recently she led the work on the Tottenham Hotspur Experience building in North London.


Liam Doyle 

Liam is an Associate at Jump Studios, the interior design company that has merged with Populous to expand its range of interior design services and find new and creative ways for brands and organisations to connect with their audiences. His experience spans architecture, interior architecture, landscape design, lighting design, fashion and product design.

Most recently, Liam led the interior design work on the new Tottenham Hotspur Stadium, working closely with the Populous architectural team. He was responsible for the concept delivery of the high-end VIP and hospitality spaces within the stadium, as well as the full delivery package for the GA spectator concourses. 


Your SEGD London Event Invitation

Taking place at the studio of Populous, it promises to be an entertaining and insightful talk with mixing, mingling and networking. And if that wasn't enough, attendees to this event will have the exciting opportunity to join SEGD London on a private tour of the stadium at a future date to be confirmed on the night.

The event is FREE and tickets are available here: BOOK TICKETS

Thursday, 19th September 2019, 7pm
Populous, 14 Blades Court, Deodar Road, London SW15 2NU

We look forward to seeing you there!

Heath Pedrola & Simon Borg, Co-Chapter Chairs

London Chapter Event

Your SEGD London Event Invitation

The London Chapter of SEGD is up and running and holding a free launch event, and you are invited...

We are excited to be a supporter of the Experience United Social Club for their London Digital Signage Week event happening in London on 16th May. Details and tickets below.

Taking place at The London Shuffle Club, this one of a kind of experience will have you eating and drinking while creating relationships with socialites from all over the UK, Europe and North America. 

The event is FREE and tickets are available here: BOOK TICKETS

We look forward to seeing you on 16th May, 6pm–9pm.  Come and say hello!

Heath Pedrola & Simon Borg, Co-Chapter Chairs


Hello and welcome to the new and shiny SEGD London Chapter!
My name is Simon Borg and I've recently taken on the role of Chapter Chair for the Greater London area.

Over the next couple of months I'll be getting in contact with the UK members with an aim to organize a social event in the new year.

Looking forward to meeting you


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