SEGD’s Branded Environments is Back In-Person!

Read Time: 5 minutes

Back by popular demand – and only three weeks away! SEGD Branded Environments returns in-person for the first time in three years hosted at the Museum of the Moving Image, NY. This year it has been paired with Xlab to create a two-day SEGD spectacular on October 13 + 14, 2022. With a bonus day of tours on October 12, 2022. Focused on the design of brand-centric customer experiences, read on to see how our speakers will be addressing this year’s theme of “The Art of Storytelling.”


Superb Sessions

Keynote: The Birth of Branded Environments, Richard Poulin, FSEGD, Designer, Educator, Author, Artist. Poulin will celebrate the life and work of Rudolph de Harak (1924-2002), one of the most influential graphic designers of the mid-twentieth century. Poulin’s anticipated release of the first publication on de Harak, entitled Rational Simplicity: Rudolph de Harak Graphic Designer, will be the foundation of his presentation of how brand “storytelling” gained popularity and de Harak’s influence on this new field of practice. A Q&A will follow. During the morning networking break, Richard will sign copies of his newly released book, available exclusively to BE participants. To purchase the book, click here. Thank you to DCL for sponsoring this session.

Championing Creativity to Rebrand a “Playground for the Creative Industry”: The Art Department – a festival on concept art, design and craftsmanship in film, animation and games – was recently rebranded to reflect an ethos, with a system based on the design process in all its messy, playful and unexpected glory. But how do you visualize the path from creative spark to realization? Simon Buijs, Amsterdam based, Senior Art Director (BUCK) offer secrets on hacking the process by nailing down three guiding principles through which to explore the theme: Think & Wonder, Play & Explore, Make & Make Better. 

Branded Environments Case Study #1: Allbirds Retail Pop-Up How to do you create a temporary branded retail experience that fully immerses customers to their sustainable movement and fosters consumer engagement with a brand like Allbirds? FIT Exhibition and Experience Design Graduate Student Lyka Williams will discuss how this project study focused on developing an experiential retail store design that not only displayed the brands products but fully immersed the visitor in the brand’s mission, values, and brand identity. 

Branded Environments Case Study #2: Museum of the Moving Image, Rebrand & Wayfinding Design The Museum of the Moving Image is the country’s only museum dedicated to the history, technology, art, and technique of the moving image in all of its forms. FIT Exhibition and Experience Design Graduate Student Jenny Hsin-Yi Chang will present a project that looks at the core branding of the museum and how it can be fully integrated into the environments and wayfinding of the museum.

The Magic of Las Vegas: BE isn’t hosted in Vegas this year, but we can bring some of Vegas to BE. Panelists Jessica Finch (Selbert Perkins Design), Jeff Everson (Daktronics), and Kevin Potts (Coherent Design) will explore the trends in entertainment and hospitality that make Vegas, Vegas. Case studies including the reinvention of the Vegas Arch and the Circa Resort and Casino, will explore Vegas iconography, reinvention, and how technology’s embrace has transported visitors to new heights. Gain insights into how dreams and storytelling become realized for future “firsts on the fabulous strip.”

What do curiosity, spirituality, and creativity have to do with marketing brands and workplace environments? Lead Designer, Carly Klaire (Acrylicize) will share how their work balances authentic stories to bring large brands and retail experiences to life without compromising their ethics or artistic vision. Carly will share an array of beautiful and inspiring designs that bring stories to life in space, and concretize the importance of leaning into local narrative’s for global brands. Thank you to Moss for sponsoring this session.

Brand Experiences that Improve Culture: Design is everywhere, so why not use it to improve how people experience culture? How does design thinking leverage research, design, and strategy to transform the approach from “selling design” to telling compelling stories that add value and solve problems? Our closing BE Keynote with Nu Goteh (Room for Magic), will share their process for making connections between community and brands, allowing for genuine exchange and meaningful engagement. Thank you to Designtex for sponsoring this session.

Terrific Tours

It doesn’t truly feel like an SEGD event until you’ve been on one of it’s signature experiential tours. This year we have a great lineup of tours on Wednesday, October 12, 2022 just for you!

Seaport District — Pier 17 with ANC Join leading experience design and execution company ANC during SEGD’s 2022 Branded Environments and Xlab for a behind-the-scenes tour of two of New York’s totally unique display experiences in the revitalized Seaport District — Pier 17 and The Tin Building by acclaimed real estate developer The Howard Hughes Corporation.

Photo credit: Tin Building with photo credit to Nicole Franzen

Summit at One Vanderbuilt with Electrosonic! New York City’s newest observation deck featuring unparalleled views of the skyline – Experience SUMMIT One Vanderbilt. Experience how this unique attraction was designed and executed, from its technologically advanced soundscape to the thrilling 12-story glass elevator journey. SEGD Members will receive a special discount to experience SUMMIT.  After experiencing SUMMIT, we will facilitate a conversation about the attraction; how it was designed and executed by the Electrosonics team.


Exclusive Networking Opportunities

Mixer at the Gagosian Art Gallery sponsored by Electrosonics. This event is exclusive to 2022 SEGD Branded Environments and Xlab attendees ONLY and spaces are limited. Mix and mingle with event attendees and view the gallery’s amazing exhibition of new digital artwork by Urs Fischer in New York.

Closing Reception sponsored by Daktronics. Join event attendees for a final gathering to connect and reflect on the past two days of thought-provoking content while enjoying the local flavor and atmosphere.


So what are you waiting for? This is one SEGD Spectacular event that you do not want to miss! Join the community for thought-provoking sessions, experiential tours, and networking opportunities galore. Register for 2022 Branded Environments and Xlab TODAY!