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Thursday, November 6, 2014 - 8:30am at the SVA Theatre in New York. Call it digital marketing, digital storytelling, or immersive experiences. No matter the terminology you use to describe it, digital technology is dramatically changing the way people interact with public spaces and each other—and it’s driving how brands, institutions, and designers shape customer experience.

What are the latest technologies that you should consider incorporating into the stories, media, and places you design? Why should you care about how sensors are leading users to more intelligent interfaces? What are iBeacons? How can you create interactions that are more responsive to human behavior, tell engaging stories, and create memories?

Those are the questions we’re tackling at Xlab 2014, the innovation forum designed to bring designers, technology integrators, thinkers, makers, and brands together to survey the changing landscape and identify challenges and opportunities in customer experience design.

There’s a lot to cover, so we’ve invited the world’s top experiential and interactive design firms to headline rapid-fire, 10-minute presentations focused on new interfaces, media, content models, platforms, and collaborative approaches to immersive customer experience. Join us November 6 at the SVA Theatre in New York!

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Registration & Networking

Welcome and Introductions
Justin Molloy, SEGD Director of Education
Bryan Meszaros, Founder/Managing Partner, OpenEye, Xlab Co-Chair/SEGD Board Member
Anthony Vitagliano, Director of Experience Design, Digital Kitchen, Xlab Co-Chair

Session 1 — INSIGHTS :: Emerging Trends and Defining the Problems of the Future
What will the platforms of the future need to do, and how will Experiential Graphic Design respond to these problems? This session will focus on the ideas and insights that leading professionals are developing for the interfaces and experiences of the future, and how we’ll interact with them in everyday places. In this session, our panelists will discuss their respective focus areas of experiential installation, public-facing and institutional projects, and brand storytelling. We’ll dive into how their projects have taken shape through the collaborative vision of their teams and their clients, and how they’ve shaped the user experience.

Introductions: Justin Molloy, SEGD

Intervention: Shaping Space and Context
Jason Bruges, Jason Bruges Studio, London
Experiential projects can range from interactive art installations using algorithmically generated content to specific stories crafted by carefully curated images. How are these projects changing the way architecture and cities connect with people?

Blurred Lines: Brand and Context
David Schwarz, HUSH Studios, New York
Experiential design can function as the nexus for brand storytelling. How can the blending of interactive experiences with foundational design shape a unique relationship between product and brand?

Sensory Dimensions: Soundscapes
Tateo Nakajima, Arup, New York
Truly immersive experiences go beyond the visual—they encompass all sensory elements shaping space with highly calibrated acoustics and high performance audio systems. How can sound be used in new and innovative ways that create a truly performative and dimensional experience?

Public Transformations: New User Stories
Jake Barton, Local Projects, New York
Cultural institutions have instigated a new exchange and dialogue with visitors. How have technology and the way we experience stories about place shifted the public perception of museums, memorials, and, collective memory?

Dialogue with Panelists
Moderated by Justin Molloy, SEGD

Short Clip S|N|A

Morning Break—Meet and connect with design and technology leaders

Short Clip Samsung

Session 2 — CONTENT :: Communicate and Connect with Relevance and Emotion
Content is the heart of media-centric experiences. Without the content, the story, and the information, there is nothing but surface and space. The most significant shift for Experiential Graphic Designers in the coming years will be the opportunity to not only lead visually, but to drive the messaging and communication strategy integrated into immersive experiences. As the platforms for telling stories change, so will the way we tell stories. User-generated content and two-way responsive communications allow stories to evolve, expand, and be continuous like never before. Learn from the content makers and storytellers who are changing the way we connect with each other.

Introductions: Anthony Vitagliano, Digital Kitchen, Xlab Co-Chair

Storylines: Meaning, Innovation, and Connectivity
Traci Sym and Daniel Meyers, Second Story, Portland
Experiential design has added a visceral dimension to the shaping of content: How do we engage the whole body in the experience of a story? How does the added dimension of our own physicality, our senses, influence our relationship with content?

Place: From Concept to Ultimate Reality
Alexandre Simionescu, Float4 Interactive, Montreal/New York
The process of aligning content to interactive methodologies has changed due to shifts in new interface technology. How is content being developed in relation to these new platforms and conversely how does the method of interaction affect the content?

The Power of Great Content
Jason White and Matt Daly, Leviathan, Chicago
All content begins with a concept. The process by which we navigate and develop ideas—from the initial pitch to aligning to technical requirements—requires continual focus on the Big Idea and of course the end experience. How do you successfully apply art and storytelling to create innovative media installations? This presentation will rekindle your passion for craft, renew your love for conceptual thought, and inspire your team to charge forward creating the future.

Dialogue with Panelists
Moderated by Anthony Vitagliano, Digital Kitchen, Xlab Co-Chair

Short Clip Daktronics

Lunch on your own



Short Clip NanoLumens

introductions: Bryan Meszaros, OpenEye, Xlab Co-Chair/SEGD Board Member


Session 3 — PLATFORM :: Emerging Technology for Immersive Experiences
The landscape of technology is evolving at a rapid pace. Media screens, materials, and surfaces are being added to the built environment, and new and emerging technologies that are more customizable, integrative, and ambient are being added to immersive experiences. Sensors and responsive networks that track, adjust, and provide feedback to performance and human interaction are changing the way we consume and interface with dynamic systems. This session will include the experts who are developing and innovating these platforms, and will provide insights to designers and content makers who are shaping their stories to be a part of this.

The Evolved Display
Linda Hofflander, Samsung
As displays continue to evolve and become more integral to creating and shaping space, how are the ways that users are connecting to these systems changing our work strategies, business models, and every day way of life and experience of space?

From Mobile to Wearable
Christian Marc Schmidt, Schema, Seattle
Mobile and wearable technology is changing the way we interact with and experience the physical environment through contextual information. How are new applications and devices changing the way we design and development for those platforms and ultimately the way we view the world?

Embedded Systems: The Non-Conscious Interface
Paul McConnell, Control Group, New York
As the emergence of the Internet of Things continues to bring digital experiences to the physical world, the process for developing new interfaces and experiences continues to become more complex. How will customers now navigate these future interfaces? What will the impact on our experiences be as we evolve from keyboard to touch to gestural interface?

Dialogue with Panelists
Bryan Meszaros, OpenEye, Xlab Co-Chair/SEGD Board Member

Afternoon Break—Meet and connect with design and technology leaders
Sponsored by Planar

Short Clip GableVision

Session 4 — MAKE :: The Collaborative Process as Innovation Fusion
The collaborative process is the heart of making immersive experiences possible. Designers, technologists, integrators, and product developers know that in order to create incredible experiences the boundaries will be blurry, and the process will at times be organic. It’s time to work together, find out what works, and learn how to make our own ideas possible. Let’s make your vision happen!

Introductions: Dave Haynes, Preset Group

The Complete Team: Architectural Integration
Mitch Leathers, Jason Helton, S|N|A
Digital display suppliers and manufacturers often customize firmware to fit customer and designer needs, custom-engineer hardware to properly integrate an LED space as designed, work with content managers to ready their system, work with installers to familiarize them with the technology and installation requirements, and much more. The discussion will be an overview of this collaborative process, from working with designers and architects up front to installing the final piece of hardware, and will include how project teams are often structured.

Connecting to Users: Sensors in Space
Tanuj Parikh, Estimote

Managing Content
Name forthcoming, Scala

Making it all Work
Stacey Martens, Bluecadet

Dialogue with Panelists
Moderated by Dave Haynes, Preset Group

Short Clip Scala

Anthony Vitagliano, Digital Kitchen, Xlab Co-Chair

Bryan Meszaros, OpenEye, Xlab Co-Chair/SEGD Board Member
Dave Haynes, Preset Group, Sixteen:Nine

Moderated by Justin Molloy, SEGD
A dialogue with Xlab attendees in a think-tank style session

SEGD Next and Final Acknowledgements
Justin Molloy, Director of Education, SEGD
A preview of the SEGD 2015 calendar of events and wrap-up of Xlab 2014

Post Xlab networking in the city!

Download the Full Agenda.

Read LHSA+DP's review of last year's Xlab

SEGD does not have a recommended hotel or room block for Xlab 2014. However, SVA Theatre has a list of nearby hotels. To view, visit: http://svatheatre.com/local-businesses/

Interested in sponsorship?
View the Sponsor Packet and contact
Kristin Bennani at [email protected]202-638-5555 or Kathleen Turner at [email protected] 703-657-9171


Xlab Download Agenda
Xlab Speakers Header Graphic
Paul McConnell is the Head of Digital Studio / Associate Director at Arup in London
Paul McConnell
Anthony Vitagliano, Digital Kitchen
Anthony Vitagliano
Alexandre Simionescu, Float4
Alexandre Simionescu
Linda Hofflander, Samsung
Linda Hofflander
Matt Daly headshot
Matt Daly
Jason White, Leviathan
Jason White
Stacey Martins, Bluecadet
Stacey Martens
Jake Barton, Local Projects
Jake Barton
Headshot of Tateo Nakajima, Arup
Tateo Nakajima
Daniel Meyers, plus & greater than
Daniel Meyers
Bryan Meszaros, Founder of OpenEye Global (OEG), New York
Bryan Meszaros
Traci Sym, Second Story Headshot
Traci Sym
Roshan Prakash
Christian Marc Schmidt, Schema
Christian Marc Schmidt
David Schwarz, Hush
David Schwarz
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Xlab 2014, Nov. 6 at SVA Theatre, New York

Xlab 2014: Bigger + Better Than Ever!

"Here's the Deal: Xlab Rocked!"

Close to 350 Xlabbers packed the SVA Theatre in Manhattan last week for an intense and energizing day exploring how digital technology and customer experience design are shaping the future of EGD/XGD. Attendance jumped 172% over 2013 and Xlab has grown phenomenally—300% in attendance—since it launched in 2011 as SEGD’s design + innovation event.

Playhouse Square, Cleveland, Ohio

Playhouse Square Placemaking and Digital Experience

Taking the Stage

Dramatic placemaking and digital technology combine to shine new light on Cleveland, Ohio’s, historic theater district. Cleveland’s Playhouse Square theater district has been a major part of the city’s heritage since its Vaudeville houses and movie palaces first thrilled theatergoers in the early 1920s.

Traci Sym & Daniel Meyer, Second Story

Xlab 2014: Traci Sym & Daniel Meyers: The Future of User Experiences is This Way

Daniel Meyers is a creative director and architect. Traci Sym is an experience design director and performer. They’re a dynamic duo at Second Story, the Portland, Ore.-based interactive studio (part of SapientNitro) that merges digital technology with spatial architecture and narrative storytelling. Join them at Xlab 2014 Nov. 6 in New York!

Tell us a little about Second Story. What sets it apart from other studios? What is the “Second Story”?

Christian Marc Schmidt

Xlab 2014: Christian Marc Schmidt: From Mobile to Wearable

Christian Marc Schmidt started his creative design and technology studio Schema in 2012 based on the belief that the information age calls for new interfaces that allow us to not only consume content, but to create it ourselves. He says wearables are the new frontier in experience design—and he’ll tell you why at Xlab 2014 November 6 in New York.

Xlab 2014: Navigating the Future of Experience Design

NEW YORK (25 Sep 2014)  — For designers practicing in visual communication, the built environment, or consumer brands, the world is changing fast. New technology platforms, improved interfaces, and innovative content models create an evolving landscape of experience design.

SEGD’s Xlab 2014—happening November 6 at the SVA Theatre in New York—will bring together the top experiential design studios in the world to talk about how digital technology is transforming built environments and changing the way we connect with one another.

Under Armour China Experience

Under Armour China Experience

Retail Theater. Under Armour’s new Shanghai store flips the traditional retail model and focuses on experience over product. Designers HUSH will be at Xlab 2014 to tell the story!

Paul McConnell: Non-conscious Interfaces

Paul McConnell: Non-conscious Interfaces

Innovating Customer Experience at Control Group

Paul McConnell is Director of Product Design for New York City-based Control Group, one of the design and technology firms leading digital experience development today. At Xlab 2014, he’ll talk about how new embedded interfaces are improving environments and brand experiences by making them more responsive—and less distracting—to natural human behavior.

David Schwarz, HUSH, Q&A

David Schwarz: Blurred Lines: Content and Brand

Brand Storytelling at HUSH

David Schwarz is Creative Partner with New York design agency HUSH. In Schwarz’s world, experiential design is the nexus for brand storytelling. He’ll focus on “Blurred Lines: Brand and Content” at Xlab 2014, happening November 6 in New York.

Xlab 2014: Digital Technology and the Changing Landscape of Customer Experience

NEW YORK (8 Sep 2014) — Call it digital marketing, digital storytelling, or immersive experiences. No matter the terminology used to describe it, digital technology is dramatically changing the way people interact with public spaces and each other—and it’s driving how brands, institutions, and designers shape customer experience.

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