Upcoming “Be” Event: Harnessing the Power of the Brand in Physical Spaces

LOS ANGELES – In today’s uber-competitive global marketplace, effective use of design and brand is a powerful differentiator. And beyond clever campaigns in web, print, advertising, and social media, top brands are discovering the latest and greatest frontier: their physical spaces.

Physical environments—where their customers and employees work, play, learn, heal, and shop—are where the brand can make its most dramatic impact, say experts leading SEGD’s Be | Branded Environments event August 20, 2015, in Los Angeles.

“Nowhere is the brand more powerful or transformative than in physical environments: workplaces, retail stores, cultural institutions, recreational and sports facilities, hospitals, even schools,” says Clive Roux, SEGD CEO. “Experiential design allows brands to walk, talk, and live their brand message—and most importantly, to connect with their customers through place.”

The SEGD Be Event gathers top branding experts who have created a wide range of immersive brand experiences. The one-day event is designed to show designers, architects, and makers how to leverage the latest tools, technologies, and trends in experiential design for branded spaces.

The program includes heavyweight design leaders including:

 Peter Dixon, Chief Creative Officer for the New York branding consultancy Prophet, who has worked with major brands including McDonald’s Wal-Mart, CVS, BMW and Citibank

 Graham Hanson, GHD | Graham Hanson Design (New York), who has directed branded environments projects for Fortune 500 companies including Google, Panasonic, American Express, and Saks Fifth Avenue

 Simon Borg and Brian Mirakian of Populous Activate (Kansas City), who have created immersive brand experiences for clients such as Texas A&M University, the O2 Arena, the 2012 London Olympic Games, and countless other sports venues

 Lucy Holmes of Holmes Wood (London), who has created branded environments for such clients as Tate Modern, the Victoria and Albert Museum, The Mailbox luxury retail destination in Birmingham, England, and Virgin Atlantic

 And Joe Zenas of entertainment design group Thinkwell; Katie Sprague of RTKL, and Hillary Jaye and Tom Horton, Gensler.

Be | The Branded Environments Eventwill happen from 9 a.m. to 5 p.m. Thursday, August 20, at Woodbury University in Burbank. Following the one-day workshop, on Friday August 21, participants can also experience a walking tour of downtown Los Angeles, led by local designers.

For the full agenda and to register, visit segd.org.

About SEGD
Founded in 1973, SEGD (the Society for Experiential Graphic Design) is the global community of professionals who create experiences that connect people to place. Through educational programs, research, and publications, SEGD’s mission is to provide learning opportunities and resources for professionals involved in XGD, promote the importance of the discipline in establishing place, and continue to refine standards of practice for the field.

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