Past Meetup

When Digital Meets Physical.

This Meetup is past

203 people went


An interactive digital element can enliven and add value to an in-store experience, but blending high tech elements with an otherwise static physical location can be an architectural and interactive challenge.

Huge, The Principals (, Rockwell Group (, and SOFTlabs ( will discuss how a well-positioned piece of digital can bolster your brand, transform your space and transfix your users.

About the Speakers:

Inessah Selditz, Interaction Designer, LAB at Rockwell Group (

Inessah is an interaction designer at the LAB at Rockwell Group whose mission is to craft immersive experiences through physical and digital design. Her focus is on leveraging new and existing technologies into physical spaces and objects to create engaging user centered interactions.

She is passionate about code as a creative medium, new interfaces in collaborative expression and democratization of information.

Her work has been widely covered by media outlets and won international and national design awards. She holds a Master’s degree in interaction design from New York University’s Interactive Telecommunications Program (ITP).

Drew Seskunas, Co-director, The Principals

Drew Seskunas is co-director of the design and prototyping studio The Principals.

Raised in Baltimore, Drew studied architecture at The University of Maryland and later received his Masters in Architecture from The Pratt Institute. Upon graduation in 2008, he moved to Paris and began collaborating with the belgian artist Arne Quinze, ultimately running the Berlin office of his architecture studio SAQ, directing design of the multi-building ensemble Bikini Berlin. In 2011 he returned to New York to form The Principals with Charles Constantine and Chris Williams.

Michael Szivos, Founder, SOFTlab

After finishing his Masters of Science in Advanced Architectural Design from Columbia University in 2004, Michael Szivos founded the New York City based design studio SOFTlab. Michael is also an assistant adjunct professor at Graduate School of Architecture, Planning and Preservation at Columbia University and a adjunct professor at the School of Architecture at the Pratt Institute.

Through the studio’s unique blend of backgrounds as designers, artists, architects and educators, we are able to approach every project from a fresh perspective to create rich spatial, graphic, interactive and visual experiences. By mixing research, creativity and technology with a strong desire to make work fun, SOFTlab attempts to create new and unique experiences.

Derek Vaz, Associate Experience Director, Huge (

Derek Vaz plans and designs meaningful user experiences to achieve client's organizational needs. Derek most recently led an initiative for the American Student Assistance program, which brought to life a detailed vision for a new financial education program for college and beyond. Over his career, he has produced industry-recognized work for various clients such as MassMutual, BMW, IBM, Crate & Barrel, EA Sports, American Student Assistance, Forex, McDonalds and Volkswagen.

Prior to joining Huge, Derek was a Partner and Interaction Design Director at Uproot, a creative technology agency he co-founded in 2008. He has also worked in various design and technology roles at IBM, Nvidia, Blast Radius and Teehan+Lax. Derek earned an Honors Bachelors of Mathematics in Computer Science at the University of Waterloo.


Go to Attendee List