2025 SEGD Branded Environments: Meet the Thought Leaders Crafting Brand-Driven Experiences

March 19, 2025

In a world where people seek genuine connection and engagement, branded spaces turn audiences into active participants, enthusiastic champions and brand ambassadors. From retail and hospitality to entertainment and corporate spaces, the most powerful brands don’t just tell a story—they create immersive experiences that forge meaningful relationships between people and place.

The 2025 SEGD Branded Environments event, taking place Thursday, April 24, at Mandalay Bay Convention Center in Las Vegas, is your opportunity to explore how storytelling, technology, and design trends are shaping the next generation of branded spaces. This year’s event brings together leading designers, strategists, and thought leaders to share bold ideas, strategies, and real-world applications–demonstrating how branding transforms experiences by connecting people to place.

From spatial storytelling to navigating stakeholders and multi-disciplinary teams, our lineup of speakers will explore how intentional design can transform a space, offering insights that shape the future of branded environments.

Explore the sessions and featured speakers below, and secure your spot today!

Branded Environments Speakers

We are excited to announce our featured 2025 SEGD Branded Environments speakers, each bringing unique perspectives and transformative ideas to the conversation.

Authentic Design: Leveraging Stakeholder Engagement

Jemma Radick, Design Director, Studio SC
Sponsored by CRĒO Industrial Arts

Authentic design begins with deep listening. Stakeholder engagement isn’t just a step in the process —it’s the foundation. But how do we encourage stakeholders to share the stories, achievements, and aspirations that shape a place’s identity? Explore methods to engage and try a fun, interactive tool to get people thinking like creatives.

The Art of Experience: Branding Through Immersive Digital Design

Sarah Ouellet, Creative Director, Float4

At The Cosmopolitan of Las Vegas, digital storytelling isn’t just content—it’s an experience. Float4’s recent reimagination of the resort’s iconic experiential lobby breathes new life into one of the most celebrated media architecture installations in the industry. Through “Opulence,” a mesmerizing underwater cinematic piece, this session dives into the intersection of branded storytelling, art, and technology, exploring how digital experiences can captivate guests, extend a brand’s presence beyond static signage, and redefine how environments engage audiences.

The High-Stakes World of Hospitality Brand Experiences

Nicole Dalton, RID, Director of Hospitality, Gensler 

In the world of hospitality, branding isn’t just about aesthetics—it’s about crafting immersive experiences that captivate guests, drive loyalty, and define destinations. From the reinvention of Fontainebleau Las Vegas to other high-profile gaming and hospitality projects, this session will explore the evolution of branded hospitality spaces, the unique challenges of casino and resort environments, and how the best brands leverage design to create truly unforgettable experiences.

The Future of Branded Experiences: Inside AREA15

AJ Annunziata, Vice President of Creative, Area15
Michael Casper, Vice President of Business Development, Area1

Branding is no longer just about identity—it’s about experience, entertainment, and spectacle. As AREA15 embarks on its groundbreaking 20-acre expansion, it’s redefining what it means to create a destination-driven brand. This session takes you behind the scenes of one of the most ambitious immersive entertainment districts in the world, where brands manifest as interactive, multi-sensory experiences.

Navigating Multi-Disciplinary Teams

Tiffany Chen, Vice President / Principal, sky design & ASD|SKY
Moderator, Emily Payne, Director of Experience Design, HOK

Creating impactful branded environments requires more than great design—it demands seamless coordination between experiential designers, architects, and multidisciplinary teams. But how do you ensure that collaboration is efficient, strategic, and successful? This expert panel brings together leaders in experiential design, interior design, and architecture to break down the key elements of a successful partnership–sharing real-world experiences on what it takes to create cohesive, immersive brand experiences that integrate flawlessly into spaces.

Transformational Workplace Experiences

Brett Hautop, Founding Partner, Workshape

The workplace is no longer just a space—it’s an experience. As organizations rethink how employees engage with their environments, branded workplaces are evolving to reinforce identity, foster collaboration, and drive cultural transformation. In this session, Brett Hautop, explores how branded environments shape the future of work. From the rise of hybrid and adaptive workspaces to the critical role of fostering engagement and belonging, Brett shares insights on how companies can create meaningful, high-performing spaces that reflect their brand and values.

What Doors Can We Open?

Jill Ayers, Founder, Airspace

In branded environments, clients often come in with a vision—but the real magic happens when designers uncover opportunities no one saw coming. What starts as a straightforward ask, can evolve into something far more immersive, meaningful, and unexpected when the design process allows space for discovery. In this insightful and entertaining talk, Jill Ayers, founder of Airspace, shares how her team approaches collaboration, storytelling, and spatial design with curiosity and openness—unlocking new narratives, experiences, and brand expressions along the way.

Reimagining Retail & Building Brand Love

Jay Highland, EVP, Creative

Today’s retail destinations are immersive, purpose-driven, and more deeply connected to brand. In this session, we’ll travel the globe to explore cutting-edge stores and experiences that are rewriting the rules of retail. We’ll decode what makes them work—whether through multi-sensory design, community engagement, or next-level merchandising—and always choreographed to build loyal brand advocates.

Less or More? Rethinking Design’s Role

David Schwarz, Founding Partner, HUSH
Sponsored by DCL

In an era of hyper-immersion and spectacle, where do we as designers stand? Are we simply riding the currents of excess, or are we consciously shaping experiences that inspire critical thought, deeper connections, and meaningful engagement? In this thought-provoking closing keynote, David invites us to step out of the stream and reconsider our role as designers. How do we create spaces that allow for contemplation, emotion, and self-reflection, rather than just stimulation? Can brands offer something beyond the expected—a moment of pause, a shift in perspective, an interaction that lingers?

Meet the Minds Behind the Event

SEGD Branded Environments features industry experts who craft narratives; transforming how we define brands and create connections to our experiences. Our Event Co-Chairs, Emily Payne and Jonny Peterson, bring decades of expertise in branded environments, wayfinding, placemaking, and experiential design; ensuring this event delivers the most cutting-edge insights, case studies, and strategies.

Event Co-Chairs

Don’t Miss This Unparalleled Experience!

The 2025 SEGD Branded Environments event is co-located with the International Sign Association (ISA) International Sign Expo, offering an exclusive opportunity to connect with top industry leaders across branding, wayfinding, signage, and experiential design.

Maximize Your Experience! Purchase a two-day package for discounted access to both SEGD Wayfinding + Placemaking on April 23 and SEGD Branded Environments on April 24. Plus, two-day tickets also get full access to all ISA Educational Programming!

Explore Las Vegas Before and After the Event! Join exclusive pre-event tours and experience the city’s most innovative wayfinding and branding environments. Plus, don’t miss The Neon Museum’s Duck Duck Shed events.

Secure Your Spot Today! With an incredible lineup of speakers, networking opportunities, and exclusive access to groundbreaking projects, this is the premier event for anyone shaping the future of wayfinding and placemaking.