What Color Factory does

Color Factory is a privately held experiential entertainment company that designs and operates large-format, interactive immersive art exhibitions built around color-themed installations. Founded in 2017 and headquartered in Houston (legal entity Color Factory, LLC), the company runs three permanent venues in New York City (SoHo, since 2018), Houston (Upper Kirby, since 2019), and Chicago (inside Willis Tower, since 2022), each up to 20,000 square feet and featuring more than a dozen site-specific installations created in collaboration with local and international artists. Signature elements include a 500,000+ ball pit, confetti rooms, silent disco experiences, and studio-quality photo stations, with KultureCity sensory accessibility and EnChroma color-blindness programs available across all three sites.

The core product is a timed general-admission ticket sold through the Peek booking platform on the company's website and at on-site box offices, with pricing varying by date and time. Color Factory layers a diversified monetization stack on top of the core ticket: birthday party packages ($45–$55 per guest), wedding packages ($5,000 to $15,000+), commercial photoshoots ($1,200–$6,750), after-hours private events and venue buyouts for corporate clients, school field trips with summer and Title One pricing, and a branded merchandise line (the Color Shop, both on-site and at shop.colorfactory.co). A $99 Summer Pass for three visits plus perks, valid through September 2026, marks the company's first subscription-style product.

Customers span individual consumers and families (the primary segment), corporate and enterprise groups, schools and educational groups, couples booking weddings and life events, and creative and media professionals booking commercial shoots. Marketing is driven by social media (Instagram, TikTok, Facebook, LinkedIn, YouTube), earned media in major publications, partnerships with complementary attractions such as ARTECHOUSE, Skydeck Willis Tower, The Banksy Museum, and Cirque du Soleil, and accessibility partnerships with KultureCity and EnChroma. The company has 101–250 employees, raised a $10 million Series A led by Kickstart in May 2021, and is led by Interim CEO Ben Williams following Tina Malhotra's tenure as CEO.

Name

Color Factory

Legal name

Color Factory, LLC

Website

https://colorfactory.co

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

Color Factory operates large-format, interactive immersive art exhibitions in permanent venues in New York City, Houston, and Chicago, selling timed general admission tickets to consumers and families and layering on private events, weddings, photoshoots, and merchandise as secondary revenue streams.

Ownership category

akta.pro rank

Product category

Immersive Art Exhibits

akta.pro primary industry

Beauty, Fashion & Pop-Culture Conventions (MPAGAFAG)

akta.pro secondary industries

General Consumer Expos & Trade Shows (MPAGAFAA), Trade Show & Exhibition Marketing (Booth Design/Build) (MPAAAGAC)

Keywords

• Immersive art exhibits
• Interactive art installations
• Experiential entertainment venues
• Event venue rentals
• Branded merchandise retail

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. General Admission Tickets: Visitors purchase tickets to experience the immersive art installations. Tickets are sold for specific time slots through the website booking system. Prices vary by day of week and include various promotional bundle offers.
2. Birthday Party Packages: Private celebration room rental for 2 hours plus full experience access for up to 40 guests. Pricing is $45/guest Mon-Thu and $55/guest Fri-Sun & Holidays, with minimum guest requirements.
3. Wedding Packages: Wedding and event venue rental with custom packages. Hue & I Do Package starts at $5,000 (up to 50 guests), Color Us Married Wedding Package starts at $15,000 (up to 250 guests), and Photoshoot Package starts at $2,500.
4. Photoshoot/Venue Rental: Commercial photography and video shoots at venues. Pricing: $1,200 for 1.5 hours pre-opening, $3,500 for 3 hours morning/evening, $6,750 full-day buyout.
5. Private Events/Group Buyouts: After-hours private events and full venue buyouts for corporate events, team building, and celebrations.
6. Field Trips: Educational group visits for schools with summer pricing Monday-Thursday before 10AM with 10% discount. Title One pricing available upon inquiry.
7. Merchandise Sales: The Color Shop sells branded merchandise including apparel, accessories, toys (Candylab Chromabus), color-changing mugs, and other colorful keepsakes both on-site and online at shop.colorfactory.co.
8. Summer Pass Subscription: Summer pass offering 3 anytime visits plus perks (Colorful Kickoff Kit, 20% off Color Shop, 50% off companion tickets) for $99 through September 30.
9. Ticket Bundles: Partnership bundles combining Color Factory tickets with other experiences (Artechouse, Skydeck, Banksy Museum, Cirque du Soleil) and seasonal promotions (Buy 3 Get 1 Free).

Pricing tiers

Go-to-market motion1 record

Distribution channels8 records

Marketing channels10 records

Core offering

Color Factory operates three permanent interactive art exhibition venues (Chicago, Houston, New York City) where visitors purchase timed-entry tickets to walk through over a dozen immersive, color-themed installations created in collaboration with local and international artists. The company supplements the core visitor experience with private event services (birthday parties, weddings, corporate buyouts, photoshoots, field trips), a seasonal subscription pass, promotional ticket bundles, and a branded merchandise line called the Color Shop sold on-site and online.

Product overview

Color Factory is an interactive art experience company operating three permanent venues in Chicago, Houston, and New York City. The core offering is a ticketed journey through immersive color installations featuring over a dozen exhibits designed in collaboration with local and international artists. The company supplements the core experience with private event services (birthday parties, weddings, photoshoots, corporate events), seasonal passes and bundles, and a merchandise line called the Color Shop. The portfolio includes the Summer Pass for repeat visitors, various wedding packages ranging from intimate ceremonies ($5,000) to full-scale receptions ($15,000+), photoshoot sessions ($1,200-$6,750), and field trip programs with educational discounts. All three locations offer up to 20,000 square feet of event space for buyouts.

Differentiator

Problem solved

Functional benefit

Products and services

• Color Factory General Admission Ticketed interactive art experience featuring over a dozen immersive color-themed installations created in collaboration with artists. Visitors journey through participatory rooms that engage multiple senses, with free treats, photo stations, and personalized digital takeaways.
• Birthday Party Packages Private celebration packages including full Color Factory experience access plus exclusive use of a Celebration Room for 2 hours, sweet treats, unlimited digital photos, and Color Shop discount. Monday-Thursday at $45/guest (up to 40 guests); Friday-Sunday and holidays at $55/guest.
• Wedding Packages Wedding and life-event venue packages. Hue & I Do Package starts at $5,000 for intimate ceremonies and rehearsal dinners (up to 50 guests). Color Us Married Wedding Package starts at $15,000 for full-scale weddings (up to 250 guests). Captured in Color Photoshoot starts at $2,500 for engagement or post-wedding sessions.
• Commercial Photoshoot Sessions

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Partnerships

15 partnerships are on record, tiered minor, core and flagship.

• Burger BodegaminorGTM or Marketing Partner · 13 April 2026Houston Color Map partnership featuring Burger Bodega (4520 Washington Ave). Visitors mentioning Color Factory receive special Color Factory-style milkshake upgrade.
• The Banksy MuseumminorGTM or Marketing Partner · 23 May 2025Experience bundle combining Color Factory NYC tickets with tickets to The Banksy Museum, offering two unforgettable experiences in one vibrant journey through color, culture, and rebellion.
• KultureCitycoreStrategic or Co-development Partner · 26 February 2025Partnership to make all three Color Factory locations (Chicago, NYC, Houston) Sensory Inclusive certified. Guests can borrow KultureCity Sensory Bags free of charge, including noise-reducing headphones, fidget tools, and verbal cue cards. Sensory Sensitive Hours offered on second Thursday of each month with reduced capacity, softened lighting, and lowered sound levels.
• Cirque du SoleilminorGTM or Marketing Partner · 6 February 2025Cirque de Couleur Ticket Offer for Houston: 20% off Cirque du Soleil ECHO tickets with purchase of Color Factory Houston Anytime Ticket. Limited time promotion through March 2025.
• ARTECHOUSEflagshipGTM or Marketing Partner · 22 January 2025Experience bundle partnerships at both Houston and New York locations. Packages include one Anytime ticket to Color Factory and one Anytime ticket to ARTECHOUSE, combining digital art and color experiences.
• Skydeck (Willis Tower)flagshipGTM or Marketing Partner · 10 January 2025Views and Hues Bundle partnership combining Skydeck observation deck visits at Willis Tower with Color Factory Chicago experience. Perfect pairing of iconic views and colorful memories in Chicago.
• Kindling RestaurantminorGTM or Marketing Partner · 15 November 2024Hues + Hearth Package pairing Color Factory Chicago tickets with $50 dining credit at Kindling, James Beard Award-winning chef Jonathon Sawyer's wood-fired restaurant inside Willis Tower.
• JZDminorGTM or Marketing Partner · 3 October 2024Hispanic Heritage Month partnership with Latina-owned lifestyle brand founded by Jennifer Serrano and Veronica Vasquez. JZD pieces featuring culture and community available in Color Shops.
• Various NYC BusinessesminorGTM or Marketing Partner · 2 October 2024NYC neighborhood map featuring 10+ curated local businesses in downtown Manhattan including aura readings, food spots, and sunset viewing locations.
• EnChromacoreStrategic or Co-development Partner · 21 November 2023EnChroma Color Accessibility Program offering revolutionary glasses for color blindness across all locations. EnChroma glasses can be borrowed for the duration of the visit free of charge. Color Factory patrons receive 10% discount on EnChroma glasses with code SEECF10. Partnership addresses color vision deficiency affecting over 13 million people in the US.
• Jelly BellyminorGTM or Marketing Partner · 25 July 2023Jelly Belly candy carts in all three locations, offering treats paired in flavor and hue to each city's color palette. Special partnership bringing sweet treats to Color Factory lobbies.
• Candylab ToysminorGTM or Marketing Partner · 13 July 2023Limited edition Color Factory CandyCar (Chroma Bus) collaboration available online and at Color Shops in Chicago, Houston, and NYC. Carefully crafted and color-blocked in favorite hues.
• Mochi KidsminorGTM or Marketing Partner · 1 May 2023Asian American and Pacific Islanders Month partnership featuring special merchandise pieces designed by Amanda Stewart of Mochi Kids, available in Color Shops.
• Art StartminorOthers · 12 December 2021Nonprofit partnership during holiday season. Guests can donate towards gifts for historically marginalized youth through Art Start program at Color Factory NYC.
• Team BrownsvilleminorOthers · 12 December 2021Nonprofit partnership sending gifts to asylum-seeking children at the border. Holiday stocking donations ($10) with toy, book, candy, and warm clothing at Color Factory Houston.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Meow Wolf: Operates large-scale immersive art installations with narrative storytelling across multiple US cities (Santa Fe, Las Vegas, Denver, Dallas, Houston, Grapevine). Most direct competitor in permanent immersive art exhibit category with similar pricing model and target demographic.
• Museum of Ice Cream: Iconic 'Instagram museum' pioneer operating ticketed themed immersive exhibits across multiple US cities with comparable target audience (millennials, families, social media content creators) and similar gift shop merchandise model.
• ARTECHOUSE: Operates immersive digital art technology exhibits in NYC, DC, Houston, and Miami. Direct competitor in the immersive art destination category with similar permanent-venue model and bundle partnerships (a current Color Factory partner).
• Candytopia: Operates candy-themed immersive interactive exhibits across multiple US cities with similar ticketed experience, family target demographic, and Instagram-friendly installation design.
• Hopscotch: Immersive interactive art experience operator in San Antonio, Austin, and other US cities with comparable permanent-venue model, ticketed entry, artist collaborations, and experiential positioning.

Broad incumbents

• teamLab: Japanese interdisciplinary art collective operating permanent immersive digital art spaces globally (Tokyo, Shanghai, Singapore, New York, etc.). Comparable as a global immersive art experience operator with significantly larger international footprint.
• Frida Kahlo Museum / Immersive Van Gogh Exhibits: Traveling and permanent immersive art experiences based on famous artists, operating in major US cities with similar ticketed immersive model and family/social-occasion appeal.

Emerging players

• House of Yes: Brooklyn-based immersive event venue and creative performance space hosting themed ticketed experiences, corporate events, and brand activations — overlapping with Color Factory's private events and themed experience offering.
• Meow Wolf / Great Wolf Lodge-style family destinations: Family entertainment destination operators that compete for the same weekend family and tourist discretionary spend as Color Factory's exhibitions.

Others

• EnChroma: Color accessibility technology partner providing color-blindness glasses to Color Factory guests; representative of the accessibility-tech ecosystem that Color Factory leverages as a brand differentiator.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@colorfactoryco
• Facebookfacebook.com/colorfactoryco
• LinkedInlinkedin.com/company/colorfactoryco
• Instagraminstagram.com/colorfactoryco
• TikToktiktok.com/@colorfactoryco
• Xx.com/colorfactoryco

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Color Factory