Inessah Selditz is the Creative Director at the LAB at Rockwell Group. Her focus is on leveraging new and existing technologies into physical spaces and objects to create story driven and engaging immersive experiences. She is passionate about code as a creative medium, new interfaces in collaborative expression and democratization of information. Projects include the Hudson Yards Experience Center, Luminaries at Brookfield Place, TAO Downtown, Collective Design and Starwood Retail Group. Inessah’s 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).