Journey

What Journey does

Journey is a global design and innovation agency that creates multidimensional experiences across physical, immersive, digital, and virtual spaces for blue-chip brands, cultural institutions, governments, and sports/entertainment operators. The company delivers projects spanning museums and national pavilions (Zayed National Museum, Saudi Arabia Pavilion at World Expo 2025, British Museum, National Theatre), attractions and observation decks (Edge NYC, Empire State Building Observatory, Sphere Las Vegas), live performance (Metropolitan Opera, Lightroom, ABBA Voyage), sports venues (Tottenham Hotspur, F1 Drive London), and sovereign masterplans (Gelephu Mindfulness City in Bhutan, Qiddiya City), with named clients including Disney, HBO, BBC, NBA, JPMorgan, Walmart, MGM Resorts, Delta Air Lines, Princess Cruises, and the Kingdom of Saudi Arabia.

The firm operates an integrated service stack — Strategy, Story, Design, Technology, and Delivery — delivered by a global team of 400+ professionals across offices in New York, London, Miami, Abu Dhabi, Birmingham, and Cape Town. Technical capabilities include digital twins and real-time engines for pre-visualization, AR/VR/XR and interactive software, large-scale projection mapping, virtual production, 3D visualization, smart-glass transparent screens, spatial audio systems (e.g., 130-speaker roof-fins instrument at Zayed National Museum), and applied multimodal AI for personalization and archival-image extension. Journey is structured as a collective of wholly owned specialty studios — 59 Productions (theatrical design), ICRAVE (hospitality), Squint/Opera (architectural visualization), Dimension, Scruffy Dog Creative, and VMI — each contributing domain expertise to a unified MDX delivery model.

The business model is bespoke, project-based professional services: revenue is earned through fixed-fee or time-and-materials engagements rather than subscriptions, with new business acquired through direct enterprise field sales, portfolio showcasing, and reputation-driven referrals. Go-to-market targets Fortune 500 brands, national governments, leading cultural institutions, and premium hospitality operators, supported by earned media, LinkedIn/Instagram/Vimeo presence, and thought-leadership content. No public pricing tiers are disclosed; revenue concentration is moderate given the breadth of named logos, though individual mega-projects (e.g., Zayed National Museum) likely represent outsized shares of any given year's revenue.

Name

Journey

Legal name

Journey Ltd.

Website

https://journey.world

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Journey is a global, 400-person design and innovation agency that creates multidimensional physical and digital experiences for cultural institutions, governments, sports venues, and blue-chip brands, operating through wholly owned studios (59, ICRAVE, Squint/Opera) across six cities.

Ownership category

akta.pro rank

Product category

Immersive Experience Design

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Bespoke Multi-Day Itinerary Planning & Custom Tour Design (THAJALAB)

akta.pro secondary industry

Culture, Heritage & Arts Itinerary Planning (THAKAOAK)

Keywords

• Immersive experience design
• Museum exhibition design
• Projection mapping
• Interactive installation
• Spatial design services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services - Project-Based Engagements: Journey generates revenue through bespoke project engagements across strategy, story, design, technology, and delivery services. Projects range from immersive experience design for museums and attractions to live performance design for theatres and stadiums. Revenue is earned on a per-project basis, likely through fixed-fee or time-and-materials contracts rather than recurring subscriptions.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Journey is a global design and innovation agency providing an interconnected array of Strategy, Story, Design, Technology, and Delivery services to create multidimensional experiences across physical, immersive, digital, and virtual spaces. The company serves cultural institutions, entertainment venues, sports arenas, hospitality operators, retailers, governments, and mega-event organizers through bespoke project-based engagements that integrate digital twins, projection mapping, AR/VR/XR, virtual production, and multimodal AI.

Product overview

Journey is a global design and innovation agency offering an interconnected array of services—Strategy, Story, Design, Technology, and Delivery—that can be blended and layered using story-driven, sensory-rich design underpinned by strategic thinking. The company operates as a multidimensional experience agency creating work across physical, immersive, digital, and virtual spaces. Journey's portfolio includes dedicated studio brands (59, Dimension, ICRAVE, Scruffy Dog Creative, Squint/Opera, and VMI) that contribute specialized capabilities ranging from theatrical design and immersive experiences to hospitality design and architectural visualization. Key project-based offerings include signature experiences like Edge NYC, David Bowie: You're Not Alone, Zayed National Museum, and Lightroom—a purpose-built immersive venue in London. The company serves clients across sectors including cultural institutions, entertainment venues, hospitality, retail, sports, and government mega-events.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy Services Strategic consulting services including audience and market insights, competitor landscape analysis, vision and positioning development, experience masterplanning, and business case and technical feasibility assessments. Audience: enterprise clients, cultural institutions, governments, and mega-event organizers.
• Story Services Narrative development and storytelling capabilities including creative concepting, experience mapping, scriptwriting, voice and tone development, accessibility and localization, and filmmaking and animation production. Audience: enterprise clients and cultural institutions seeking culturally resonant narrative design.
• Design Services Multidimensional design including experience, exhibition, lighting, and interior design; immersive media design; interaction and UX design; production and set design; and prototyping with user testing capabilities. Audience: cultural institutions, attractions, hospitality operators, and live performance clients.
• Technology Services Technical capabilities including digital twins and real-time simulation engines, AR/VR/XR and interactive software development, immersive media and projection mapping, virtual production and 3D visualization, and multimodal AI and personalization. Audience: enterprise clients and cultural institutions seeking immersive technology integration.
• Delivery Services End-to-end project execution including program and project management, technical direction and production management, vendor and fabrication procurement with oversight, QA/QC, documentation, training and handover, and installation, integration and commissioning. Audience: enterprise clients requiring turnkey delivery of complex experiential projects.
• Edge NYC Experience A sky-high experiential attraction at Hudson Yards, 1,131 feet above Manhattan, featuring seven interactive environments (Prism, Pulse, Skyrise, Reflections, Kaleidoscope, Crystal Cave, Infinite City) with immersive installations designed for the highest outdoor sky deck in the Western Hemisphere. Audience: leisure visitors to Hudson Yards; commissioned by Hudson Yards Experiences / Tao Hospitality Group.
• David Bowie: You're Not Alone A multidimensional immersive show at Lightroom London inviting audiences to experience David Bowie's performances, ideas, and creative spirit using his own voice from hundreds of interviews across six decades. Audience: cultural and entertainment audiences; developed with the David Bowie Estate.
• Zayed National Museum Experience Immersive museum experience for Abu Dhabi's national museum featuring over 200 exhibits across six galleries and 16 interior/exterior spaces, combining film, animation, sound, interactivity, and digital media. Audience: museum visitors; commissioned by the Department of Culture and Tourism – Abu Dhabi.
• Lightroom A four-wall canvas venue for immersive storytelling in London, designed to support diverse programs of experiences combining sound, motion, and light at unprecedented scale. Audience: cultural and entertainment audiences; inaugural shows include David Hockney: Bigger and Closer, The Moonwalkers with Tom Hanks, and David Bowie: You're Not Alone.

Quantifiable outcome

• 2M+ annual visitors at Edge NYC following Journey's transformation
• +5 more outcomes

Named customers31 records

Segments8 records

Ideal customer profiles7 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature8 records

Partnerships

14 partnerships are on record, tiered core and minor.

• Moment FactorycoreTechnology or IntegrationJourney collaborated with Moment Factory on the Edge NYC transformation, where Moment Factory contributed multimedia installations alongside Journey's experience strategy and design. Moment Factory is a leading multimedia studio known for immersive installations at major attractions. The collaboration delivered seven interactive environments including Prism, Pulse, Skyrise, Reflections, Kaleidoscope, Crystal Cave, and Infinite City.
• SOFTlabcoreTechnology or IntegrationSOFTlab, a New York-based design studio, collaborated with Journey on Edge NYC, contributing to the immersive experience installations at the attraction. SOFTlab's expertise in computational design and digital fabrication complemented Journey's broader experience strategy.
• Foster + PartnerscoreStrategic or Co-development PartnerFoster + Partners is the lead architectural firm for Zayed National Museum in Abu Dhabi, with Journey providing the digital content curation, immersive storytelling, and experience design across more than 200 exhibits. This is a flagship cultural project combining world-class architecture with Journey's multidimensional design capabilities.
• Bjarke Ingels Group (BIG)coreStrategic or Co-development PartnerJourney is a longtime collaborator with BIG on major urban projects. For Gelephu Mindfulness City in Bhutan, Journey created two films giving form and texture to BIG's 1,000+ sq km master-planned city vision. BIG designed the city reflecting Buddhist principles; Journey brought it to life through immersive films for investor and public communication.
• London Theatre CompanycoreStrategic or Co-development PartnerLondon Theatre Company was Journey's key partner in conceiving and developing Lightroom, the immersive storytelling venue in London. London Theatre Company brought theatre-making expertise to the partnership, while Journey provided experience strategy and design.
• Haworth TompkinscoreStrategic or Co-development PartnerArchitects Haworth Tompkins (creators of the acclaimed Bridge Theatre in 2017) designed Lightroom's physical architecture while Journey defined the vision, strategy, and creative framework for the venue. This partnership combined world-class theatre architecture with immersive experience design.
• David Bowie EstatecoreStrategic or Co-development PartnerJourney developed David Bowie: You're Not Alone in close collaboration with the David Bowie Estate and David Bowie Archive. The Estate served as creative custodian, ensuring the show remained authentic, generous, and true to Bowie’s values. This collaboration enabled access to thousands of hours of archive material.
• Tao Hospitality GroupcoreChannel Partner/ Reseller/ DistributorTao Hospitality Group operates the Peak by Priceless restaurant and Avenue Sky Lounge at Edge NYC, which Journey designed. Tao Group Hospitality brought its distinctive brand identity and operational requirements, and Journey aligned its design visions with Tao's premium hospitality standards.
• Zayed National MuseumcoreStrategic or Co-development PartnerJourney worked closely with Zayed National Museum (under the Department of Culture and Tourism – Abu Dhabi) as a strategic partner to develop immersive exhibits across six galleries and 16 interior and exterior spaces. This is described as Journey's most ambitious project.
• FB SocietyminorStrategic or Co-development PartnerFB Society (operator of Legacy Hall and Assembly Hall) partnered with Journey on Shaver Hall at the former Lord & Taylor flagship in Manhattan. Journey handled overall space planning, guest experience, and stall design language, while FB Society managed F&B operations.
• ZGF ArchitectsminorStrategic or Co-development PartnerZGF Architects was the lead architectural firm for the Lord & Taylor flagship adaptive reuse project (Shaver Hall), working alongside Journey on overall space planning, guest experience, and design language.
• 59 Productions (Journey Studio)coreOEM/ Whitelabel/ Licensing Partner59 Productions is a Journey studio, providing theatrical, video, and immersive production capabilities. 59 designed and directed David Bowie: You're Not Alone (Lightroom), The Moonwalkers with Tom Hanks, and was the sole partner for set, lighting, and video design for The Met's Kavalier & Clay. It operates as an integrated creative unit within the Journey collective.
• ICRAVE (Journey Studio)coreOEM/ Whitelabel/ Licensing PartnerICRAVE, a Journey studio, specializes in hospitality design, F&B environments, and immersive entertainment. ICRAVE designed The Dome on Princess Cruises' Sun Princess, Shaver Hall, and operates from Journey's New York studio.
• Squint/Opera (Journey Studio)coreOEM/ Whitelabel/ Licensing PartnerSquint/Opera, a Journey studio, specializes in immersive, interactive experiences bridging digital and physical for architecture, urban planning, and cultural projects. Notable work includes Empire State Building Observatory, Lift 109 at Battersea Power Station, Qiddiya City virtual production, and the Kingdom of Saudi Pavilion at World Expo 2025. Headquartered in London with operations in Cape Town.

Scale indicators17 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Moment Factory: Montreal-based multimedia and immersive experience studio known for projection mapping and permanent attractions. Directly comparable to Journey on Edge NYC and similar immersive installations, and explicitly collaborated with Journey on the Edge NYC transformation.
• BRC Imagination Arts: Long-established experience design agency specializing in visitor centres, museums, brand attractions and themed environments. Most directly comparable to Journey on the cultural-institutions and destination-attractions segments of the portfolio.
• Thinkwell Group: Global experience design and master-planning firm for theme parks, museums, brand attractions and cultural destinations. Overlaps directly with Journey's attractions, cultural and government mega-event work and competes for similar masterplanning and immersive commissions.
• Stufish Entertainment Architects: Architectural practice specializing in theatres, concert arenas, live entertainment venues and immersive show-builds. Directly comparable to Journey's 59 Productions studio work on opera, ABBA-style arena shows, and stadium experience design.
• FORREC: Theme park, entertainment and cultural destination master-planning firm with global projects. Comparable to Journey's attraction masterplanning and themed entertainment design, particularly for sovereign and large-scale cultural projects.
• Gallagher & Associates: Museum and cultural-institution exhibition design firm with deep experience in interpretive planning and immersive gallery design. Directly comparable to Journey's Zayed National Museum and British Museum work on the cultural-institutions segment.
• Ralph Appelbaum Associates: Long-established museum exhibition design and interpretive planning practice behind many landmark cultural institutions. Comparable to Journey on the museum/cultural-institution design segment where it is one of the most established global peers.
• Dragone Entertainment: Creator of large-format live entertainment shows and resident productions (e.g. for Cirque-adjacent venues and cruise ships). Comparable to Journey's Princess Cruises Dome/Cirque Eloize and ABBA Voyage-style resident show work.

Emerging players

• teamLab: Japan-based interdisciplinary art collective producing immersive digital art installations and permanent attractions globally. Comparable to Journey on the immersive visitor-experience side but operates a more product/IP-driven model versus Journey's bespoke project model.

Broad incumbents

• Jack Morton Worldwide: Global brand experience agency owned by IPG, producing live, virtual and hybrid brand experiences for Fortune 500 clients. Comparable to Journey on enterprise experiential design but operates as a broader, holding-company-owned incumbent rather than a specialist.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubevimeo.com/journeydotworld
• LinkedInlinkedin.com/company/journeydotworld
• Instagraminstagram.com/journeydotworld

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A6 records

Investments

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

Frequently asked questions about Journey