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SEGD (the Society for Experiential Graphic Design), a multidisciplinary global community of professionals, has announced details of a new format for the annual storytelling and experience design event SEGD Xlab.
This year, the signature event will become two unique experiences that combine community, experimentation, and technology.
Xlab will expand beyond New York City with 2025 SEGD Xlab Offsite Chicago, a reinvention of the experience which is centred on creative experimentation, and 2025 SEGD Xlab Studio Sessions New York, which will offer a more personal experience.
Cybelle Jones, CEO, SEGD, says: “For over a decade, Xlab has been where our community gathers to explore the future of storytelling and experience design.
“In 2025, we’re expanding that spirit—bringing Xlab to Chicago with a fresh focus on experimentation and cross-disciplinary inspiration. At the same time, we’re honoring our NYC roots with a smaller, high-impact Studio Session that taps into the energy of the city’s experience design scene.
“Together, these two events will provide unique entry points for learning, connecting, and evolving our practice.”
2025 SEGD Xlab Offsite Chicago
Now in its 14th year, Xlab is breaking from tradition and moving to a new location, in a fresh approach that offers new ways to reconnect and foster community.
Taking place from 17 to 18 September, 2025 SEGD Xlab Offsite Chicago will explore questions around the value of experimentation through the lenses of imagination and inspiration. By moving away from its previous format, the event will provide unique opportunities to learn from artists and designers across disciplines, including art, dance, science, journalism, literature, music, and performance.
On day one, attendees will enjoy studio and art tours across the city, followed by an evening social. The agenda for day two includes in-the-round talks, interactive showcases, and hands-on cross-disciplinary workshops, followed by a memorable closing party.
The event coincides with the 2025 Chicago Architecture Biennial, providing attendees with the opportunity to experience both SEGD’s programme and the city’s world-renowned design exhibition.
2025 Xlab Offsite is co-chaired by Traci Sym, SEGD president and founder of +&> (plus & greater than, llc); Aki Carpenter, SEGD vice president and global vice president and chief creative officer at Ralph Appelbaum Associates (RAA); and Monica Chadha, AIA, LEED AP, SEGD member, and founder and principal architect of Civic Projects.
They say: “2025 SEGD Xlab Offsite Chicago invites you to reimagine how we practice, see, work, and belong.
“It’s not just about tools and tech—it’s about shifting mindsets. We’re calling on designers to remix their practice, challenge assumptions, and embrace the unexpected. This isn’t just a conference—it’s a creative recharge. We’re excited to bring this new vision to life in Chicago, a city rooted in innovation and civic engagement.”
2025 SEGD Xlab Studio Sessions New York
Reflecting Xlab’s established following in New York, the Society will present 2025 SEGD Xlab Studio Sessions New York on 5 August.
This limited-capacity event will feature practical workshops and exclusive studio tours highlighting emerging companies and trailblazing experiential projects, concluding with an evening social event.
Exclusive bundle pricing and VIP access to networking events are available for those registering for both events.
To find out more and register to attend, please visit the SEGD website.
Earlier this year, SEGD London Chapter held its Spring Symposium in Dublin. This two-day event, Designing Dublin: A Two-Day Exploration of Architecture & Innovation, included a walking tour of the city’s architecture with Arron Henderson of Dublin Decoded, and a programme of inspiring presentations.

SEGD expands Xlab event with Chicago & New York experiences

June 3, 2025 • My Project Name

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