Experience Design in Action: SEGD’s Xlab Studio Sessions New York Launch

Here’s what’s happening August 5, 2025 in New York City

  1. Mercer Labs

    Mercer Labs, Maestros and the Machines, Monet (rendering)

We’re kicking off the 2025 SEGD Xlab two-event series with a bold experiment—and you’re invited to be part of it.

This year’s Xlab Studio Sessions, presented by DCL and Nanolumens, are more than a warm-up—they’re a creative test kitchen. Starting in New York City and continuing in Chicago this fall, we’re reimagining what a design conference can be: interactive, iterative, and deeply immersive.

We’ll begin in Manhattan with a brand-new format that combines a half-day of curated behind-the-scenes tours of some of the city’s most forward-thinking creative labs. This is a participatory experience—expect to be on your feet, in conversation, and fully engaged.

Here’s what to expect:

Half-day Hands-on Workshops: Inside the Lab at TAD

The Lab: TAD (Technology, Architecture, Design)

Hosted by TAD

You’ll join a multidisciplinary team of fellow designers, strategists, technologists, and makers to co-create a fictional branded experience. From mood boards and mascots to merch, audio, and visual drops, you’ll shape an idea and bring it to life—culminating in a team presentation using TAD’s immersive XR wall and AV systems.

This is not a sit-back session. It’s a creative jam with the tools, templates, and support you need to skip the stress and jump straight into the fun.

Hosted inside the dynamic new TAD Studio, this hands-on workshop is a fast-paced, creative sprint designed to ignite your imagination and celebrate collaboration.

Half-Day Tours: Choose Your Design Adventure

In addition to your TAD session, you’ll select one of three exclusive studio tours that bring the world of immersive design into sharper focus:

Each tour offers a unique lens into how designers build unforgettable encounters—and how space becomes experience.

Close the Day: Rooftop Mixer

The Perfect Close—Open the Dialogue

Hosted by Signs + Decal

After a day of deep dives and hands-on exploration, we’ll come back together for a rooftop gathering in Murray Hill to share ideas, spark new connections, and toast the start of something special—set against the Manhattan skyline.

Space is limited. Registration is required to attend the evening mixer.

Why You Shouldn’t Miss It

  • Collaborate Across Disciplines: Team up with creatives from across the design spectrum.
  • Step Out of the Day-to-Day: Shift gears, reset your creative perspective, and make space for new ways of thinking.
  • Get Recharged: Leave with new connections, new tools, and a renewed sense of purpose.
  • Set the Stage for Xlab Offsite Chicago: This is just the beginning of our 2025 Xlab series. NYC sets the tone—Chicago expands the vision.

What You Need to Know

  • You’ll be assigned to either a morning or afternoon TAD session with your tour occuring at the opposite time. Bring a laptop or device—TAD provides power, Wi-Fi, and infrastructure.
  • This is an active workshop. Come ready to participate!
  • Space is limited to keep sessions intimate—register early to reserve your spot.
Register Now!
Attend both Xlab Offsite Chicago and Xlab Studio Sessions New York—choose the Combo Package for just $100* more with the standard Professional rate. 

*Discounted rates vary by member type.

📍 August 5 | TAD Studio, NYC
🌇 Rooftop Mixer to Follow
🚀 First stop on the 2025 Xlab journey

Thank you to our partners!

Thank you so much to our sponsors for bringing this hands-on experience to life! SEGD Xlab Studio Sessions New York is presented by DCL and Nanolumens, and sponsored by TAD, McCann Systems, and Signs + Decal.

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