Last week I stopped by SEGD's Xlab, hosted in Brooklyn 

Over a decade ago, I was invited to present at the Xlab NY conference. I wasn't familiar with SEGD at the time, but I spoke about my work leading design and technology innovation, including new forms of digital wayfinding. The response from the people I met was inspiring. I hadn't yet been part of a community that celebrated the intersection of disciplines in physical space. From there, I was asked to present at more events, learned from legends in the field, found great partners, and eventually served on the Board of Directors.

Getting into the studios feels more important every year. As we work remotely or out in the field, many of us who came up in busy, vibrant studios don't get that daily exposure to process anymore. Xlab is a chance to see how the sausage gets made again. As always, PAM, Electrosonic, Daktronics and McCann hosted a run of excellent evening events. 

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The Kickoff

I've been involved for a while, so it was good to revisit some of the origin stories I'd missed. Cybell and Leslie did a great job framing those early days. A quick shout out to Leslie, one of the first people I met in this community. She once came by Control Group to interview us about our work with the MTA.

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Why We Create

Wilson Brown and Dave Sheinkopf offered an optimistic view of change in an age of AI. There were great moments here about the potential of these new tools to push our creative fields in new directions. One analogy stuck with me: when photography disrupted painting, we didn't lose the medium, we got an explosion of abstract art and new forms of communication. The open question is what this moment means for where we go next.

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The End of Predictable Progress

Ashley Lewis and Sue Walsh pushed further than I expected. Xlab tends to lean toward technical delivery, but this was a layer on the power of design in times of despair. It framed a real need for strategic designers and for design at the level of conversations, problems, and larger movements. A hopeful call to action, paired with lovely creative artifacts and newspapers made along the way.

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Art or Design, Nature or Tech, Permanence or Flash?

Jason Bruges and David Schwartz are two powerhouse creatives who, if you know, you know. They've been delivering wild concepts and manifesting them into reality for years, and I've long been a fan of both. This talk dug into the role of the designer in provoking something larger, often through light, sound, and ambience rather than the more typically overdone digital mediums.

It's personal for me too. David has been kind and supportive as we've built up Noble Studio. Jason was one of the first people I met in London and invited me to some of his studio's tour parties. I've since been inside both HUSH and Jason Bruges Studio, and seeing the collaborative nature of those places firsthand has shaped how I build up our own team.

I had to bounce out early and missed some of the later sessions, but I'm looking forward to binge watching the clips.

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In today's intricate world of design and technology, working within real constraints, it isn't just about the visual. It's about who it's for and how it's produced. We move through these creations, learn from them, and immerse ourselves in the whole experience.