Professional Practice Groups: How SEGD Members Shape the Future of Experiential Design
Wayfinding & Experiential Graphics, Museum Exhibition, and Digital Media leaders share insights, innovations, and collaboration opportunities that define the profession.
A New Way to Connect
In 2024, SEGD launched something new. Instead of another committee or a casual networking group, we created Professional Practice Groups (PPGs)—dedicated spaces where members could roll up their sleeves and tackle the real issues shaping our work.
One year in, the results speak for themselves. These groups have become some of the most dynamic spaces in our community, sparking collaboration, influencing industry standards, and offering members the chance to learn directly from peers wrestling with the same challenges in design, accessibility, and technology. When passionate people gather, momentum builds, ideas spread, and the profession moves forward.
Here’s a look at how PPG members engaged in 2025—and why you should pull up a chair.
Museum Exhibition Design PPG
The Museum Exhibition Design PPG quickly found its stride, bringing together professionals focused on shaping visitor experiences through storytelling, media, and design. The group hosted major networking events, from a packed lunch at the Building Museums Symposium in St. Louis to a rooftop reception at the Grammy Museum LA that drew more than 300 attendees.
Alongside these gatherings, the PPG launched a sponsored membership drive to bring more museum professionals into SEGD. Members heard from thought leaders exploring AI-driven storytelling, immersive media, and lighting standards, while also digging into best practices for accessibility, exhibition planning, and sustainability. The conversation continues to center on how museums can create experiences that are collaborative, innovative, and meaningful for the public.
Wayfinding & Experiential Graphics PPG
The Wayfinding & Experiential Graphics PPG advanced its mission to improve how people connect with places. In collaboration with the Living Future Institute, the group explored sustainable materials and expanded work on inclusive iconography—developing symbols for gender-neutral restrooms and sensory rooms.
Members also stayed ahead of accessibility updates, learning about code revisions and strategies for human-centered design. A joint session with the Digital & Interactive Media PPG highlighted how responsive digital signage, AI-enabled translation, and inclusive navigation can transform user experiences. The Accessibility Task Force added a practical lens to these discussions, focusing on code compliance, signage placement in complex conditions, and evolving egress requirements across jurisdictions.
Digital & Interactive Media PPG
Meanwhile, the Digital & Interactive Media PPG explored how emerging technologies are reshaping the way people interact with place. A session on inclusive design featured live accessibility demos, underscoring the importance of designing with all users in mind. Members also experimented with transparent OLED, haptics, spatial audio, sustainable AV systems, and digital glass signage, sparking conversation about which tools are most effective in practice.
Partnerships with the Wayfinding PPG brought attention to digital navigation in healthcare and public spaces, weighing the pros and cons of custom versus off-the-shelf solutions. Members also considered the role of AI in translation and personalization, emphasized integrating accessibility into design workflows from the start, and highlighted the value of prototyping and testing to refine interactive experiences for diverse audiences.
Why Members Make the Difference
At the heart of every Professional Practice Group are the members themselves. Experienced practitioners bring a depth of knowledge that grounds the conversation, while newer voices push the dialogue forward with fresh ideas and bold questions. This mix creates a spirit of generosity and momentum that helps the entire profession grow stronger.
These groups aren’t just meetings—they are living forums where ideas are tested, challenges are addressed, and the future of experiential design is built in real time.
Get Involved
If you want to be part of the conversation, now is the time. Renew your membership to keep your seat at the table—or join SEGD today.
Because the future of experiential design isn’t built in isolation. It’s built together. And we’d love to have you in the mix.