ASAE, Steelcase Partner to Provide Unique Experiences at XDP

May 17, 2017

WASHINGTON—ASAE is partnering with Steelcase Event Experiences to deliver ASAE’s new event called the Xperience Design Project (XDP), May 23-24, at the Gaylord National® Resort & Convention Center in Maryland. XDP will create a collaborative learning environment for association professionals to think differently about their meetings and inspire a new era of face-to-face business experiences.

Steelcase Event Experiences is a partner in the design and delivery of the Lab portion of XDP. The Lab is on day one and is a full-day learning experience where association professionals and industry partners work side-by-side to share ideas, uncover opportunities, and tackle the most important issues impacting their business. 

The Lab takes place in a hub-and-spoke format with a center stage and five Zones, each aligned as an element of the core curriculum – Experience, Learning, Location, Marketing, and Technology. Steelcase has designed and will furnish three of the five zones in the Lab, and it will showcase how an environment can elevate engagement. 

“We are excited to partner with Steelcase Event Experiences for our inaugural XDP event. They are creating unique experiences with special, high-level sets in the Experience, Marketing, and Learning zones. Attendees will be able to listen, learn, network and participate in the different environments while envisioning how they can incorporate these designs in their future meetings,” said ASAE President and CEO John H. Graham, IV, FASAE, CAE. 

“To build a purposeful and powerful event experience, our team worked with ASAE to understand the needs and goals of each stakeholder in The Lab, from presenters to participants,” said Jeremy Bergwerff, Managing Director, Steelcase Event Experiences. “We then used our insights on collaboration and expertise in spatial design to help the ASAE team reimagine the learning experience and their event space. This work will enable engagement and participation among attendees.”

To learn more about the different zones, speakers, and business exchange, visit XDP

Sabrina Kidwai, APR, CAE,, 202-326-9505.

About Steelcase Inc.

For over 105 years, Steelcase Inc. has helped create great experiences for the world's leading organizations, across industries. We demonstrate this through our family of brands – including Steelcase®, Coalesse®, Designtex®, PolyVision® and Turnstone®. Together, they offer a comprehensive portfolio of architecture, furniture and technology products and services designed to unlock human promise and support social, economic and environmental sustainability. We are globally accessible through a network of channels, including over 800 dealer locations. Steelcase is a global, industry-leading and publicly traded company with fiscal 2017 revenue of $3.0 billion.

About ASAE: The Center for Association Leadership 

ASAE is a membership organization of more than 30,000 association executives and industry partners representing more than 7,400 organizations. Its members manage leading trade associations, individual membership societies and voluntary organizations across the United States and in nearly 50 countries around the world. With support of the ASAE Foundation, a separate nonprofit entity, ASAE is the premier source of learning, knowledge and future-oriented research for the association and nonprofit profession, and provides resources, education, ideas and advocacy to enhance the power and performance of the association and nonprofit community. For more information about ASAE, visit