Experience Design

Transforming Places into Experiences


Experience design is driven by the “moments” of engagement between people and an organization’s goals, and the emotions and memories that these moments create.

NBBJ’s experience design practice comprises two studios, ESI Design in New York and the Seattle Experience Design Studio:

NBBJ’s New York Experience Design Studio, ESI Design

To meet client demand for more immersive and interactive experiences, NBBJ acquired ESI Design in 2020. As NBBJ’s New York experience design studio, ESI Design seamlessly weaves the physical and digital worlds together to create experiences with enduring impact.

From its roots reinventing the Brooklyn Children’s Museum into one of the country’s first interactive museums, the NBBJ studio has defined the field of experience design for more than forty years, fundamentally changing how people connect with brands, organizations, cultural institutions and, most importantly, each other.

It’s multi-disciplinary team creates solutions that are permanent, yet flexible with designs that grow and evolve to meet the changing needs of both clients and their audiences.

To learn more about NBBJ’s New York experience design studio, ESI Design, please visit here.

NBBJ’s Seattle Experience Design Studio

For more than two decades, NBBJ’s Seattle Experience Design Studio has created award-winning signage, wayfinding programs, retail environments and exhibit designs that inform, persuade, delight and inspire.

The studio collaborates with teams of architects, lighting designers, landscape architects, technologists and interior designers to fully integrate experience design into each project. As a result, the studio creates environments with a sense of place that express the personality and the essence of our client’s brands.


  • Branded Environments
  • Engagement Design
  • Environmental Graphic Design
  • Exhibit Design
  • Game and Activity Design
  • Immersive Experieces
  • Integrated Digital Installations
  • Innovation Strategy

  • Landmarks and Public Art
  • Media
  • Mobile Apps for Architecture and Places
  • Program and Curriculum Design
  • Sound, Film and Motion Graphics

  • Storytelling and Scripting
  • Technology and Systems Design
  • User Experience Design
  • Visual Identity
  • Wayfinding and Placemaking Design
Video: Experience Design Highlights