What FIELD.IO does

FIELD.IO is a London- and Berlin-based creative intelligence studio founded in 2009 by Marcus Wendt, operating as a private design and technology practice serving global enterprise brands. The studio builds bespoke experiences and systems across two interrelated practices: Narrative Environments (immersive installations, spatial design, cultural and museum installations, augmented and mixed reality) and Creative Systems (AI-powered retail, brand infrastructure, dynamic identity systems, real-time content generation, and digital twins). Its work is anchored in proprietary technology including SpringOS (a spatial-intelligence platform that turns architecture into a live digital twin with circadian light and sound orchestration), Nike Rise (an intelligent retail system connected across 79+ stores), the Meta Brand System (a four-year dimensional brand build), and the IBM watsonx-powered GRAMMY Museum Music Discovery Interface. AI/ML capability is a core layer spanning generative AI, autonomous agents, computer vision, NLP, predictive analytics, and multimodal interaction, frequently delivered on partner platforms such as IBM watsonx.

FIELD.IO monetises through project-based professional services and longer-duration platform engagements with enterprise clients acquired via direct outreach and referrals. Pricing is bespoke with no public rate card; engagements span multi-year partnerships (Nike 5+ years, Meta 4 years, IKEA Space10 2 years, On Running 2+ years) and individual flagship commissions (Chopard, Kia, Circle, Applied Intuition, Google, IBM, Visa, Adidas). Customer concentration is high, with revenue anchored to a small set of mega-cap logos, but depth and duration of those relationships have grown, as evidenced by the 90+ store Nike Global Retail Language launch in 2024 and Fast Company's Most Innovative Companies 2026 recognition. The studio employs 11–50 people across London and Berlin, with founder Marcus Wendt, Executive Creative Director Xander Marritt, and Creative Director Justin Crook in named leadership; co-founder Vera-Maria Glahn is listed as Managing Director. No institutional funding, parent company, or subsidiaries are disclosed, and the business operates as an independent, founder-controlled private company.

Name

FIELD.IO

Legal name

FIELD.IO Ltd

Website

https://field.io

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

FIELD.IO is a London- and Berlin-based creative intelligence studio that designs AI-powered immersive experiences and brand systems for global enterprise clients including Nike, IBM, Meta, Google, and On Running.

Ownership category

akta.pro rank

Product category

Creative Technology Services

NAICS

Indoor and Outdoor Display Advertising (54185)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Mobile/Digital Experiential (AR/VR, Interactive Installations) (MPAAAGAI)

akta.pro secondary industries

AI/ML Engineering & Model Development Services (BPAEAHAF), Gaming & Interactive Entertainment Personalization (HDAAAGAF)

Keywords

• Creative technology studio
• Immersive experience design
• Generative brand systems
• Spatial computing experiences
• Intelligent retail systems

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Creative Agency Services: Project-based design and technology services for enterprise clients. The company creates bespoke immersive experiences, design systems, digital products, and intelligent spaces for global brands. Engagement model involves strategic partnerships with clients across multiple projects over extended periods.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

FIELD.IO is a creative technology studio that designs and builds bespoke immersive experiences, generative brand systems, intelligent retail platforms, and AI-powered installations for global enterprise brands. The company operates across two practice areas—Narrative Environments (responsive storytelling spaces, interactive installations, immersive brand environments) and Creative Systems (AI-powered systems that scale creative excellence including intelligent retail, dynamic identity, real-time content generation, and digital twins). Engagements are project-based with proprietary technology platforms such as SpringOS, Nike Rise, and Gamma developed for or alongside clients.

Product overview

FIELD.IO operates as a design and technology studio specializing in Creative Intelligence—design + technology systems that adapt and evolve. Rather than a unified SaaS product, FIELD.IO delivers a portfolio of bespoke projects and proprietary systems across two main practice areas: Narrative Environments (responsive storytelling spaces, immersive experiences, interactive installations) and Creative Systems (AI-powered systems for retail, brand, and content). Key named products include Nike Rise (intelligent retail system with 79+ connected stores), SpringOS (spatial intelligence platform for adaptive architecture), Music Discovery Interface (watsonx-powered cultural archive exploration), AI Sports Club (experiential AI activations), Gamma (visual system for autonomous intelligence), and Meta/Instagram brand systems. Projects span immersive installations, generative visual systems, intelligent retail experiences, and data-driven storytelling, with clients including Nike, IBM, Google, Meta, On Running, Kia, Chopard, and Circle.

Differentiator

Problem solved

Functional benefit

Products and services

• Creative Intelligence Practice FIELD.IO's overarching practice delivering two complementary service lines: Narrative Environments (responsive storytelling spaces, immersive brand environments, interactive installations, cultural installations, spatial design, AR/MR experiences) and Creative Systems (AI-powered systems that scale creative excellence—intelligent retail, brand infrastructure, dynamic identity, real-time content generation, digital twins).
• Nike Rise: Intelligent Retail System Real-time generative and adaptable front-of-house software that composes and animates digital displays for Nike retail worldwide. Automates editing and formatting of content across multiple displays, with AI-powered asset sorting and localized storytelling. Currently operates across 79+ connected stores.
• SpringOS - Spatial Intelligence An intelligent system that turns architecture into a living organism by orchestrating multiple digital layers from one centralised hub. Creates live digital twins of spaces, manages circadian light and sound ambience, and provides real-time spatial analytics for continuous environment optimisation.
• IBM x GRAMMY Museum Music Discovery Interface An interactive installation that transforms 150 years of music history into a flowing interface of connections for collective discovery. Powered by IBM watsonx with custom AI agents and a scalable knowledge graph that maps how influence travels through artists, recordings, and eras.
• IBM AI Sports Club Experiential hub for IBM that uses sport to unlock AI concepts and transform complex products into cultural experiences. Includes Ferrari Hyperdrive racing, Sevilla FC AI scouting foosball, and Calling the Shots ping-pong commentary experiences.
• Gamma - Generative Visual System for Autonomous Intelligence A generative visual system that translates machine perception, sensing priority, and coordinated decision-making into a legible visual language. Maps sensing inputs across the electromagnetic spectrum—infrared in magenta, thermal in amber, LiDAR in cyan—to make autonomous intelligence intuitive and legible.
• Meta Brand System A dimensional global brand developed across four years with Meta's Creative X team, comprising Core Expression (logo in materials and motion), Dimensional Colour (gradient backgrounds), 3D Toolkit, Sensory Experiences, and Brand Management Tools including spatial UI composer and AI-assisted interfaces.
• Instagram Global Gradient Toolkit An evolution of Instagram's gradient brand asset into a dynamic, intelligent identity system with enhanced accessibility standards, more dynamic range and movement, and contextual adaptation to users, content, environment, audio, and movement.
• Google Sensing Spaces A public experiment connecting neurology and aesthetics at Milan Design Week. Participants wore biometric sensor bracelets through stimulating interior spaces, with their neuroaesthetic responses transformed into watercolor data-visualisations.
• On Running Try On - Global Retail Interactive Global retail interactive experience using markerless motion capture to analyse running gait along a 12m track. Creates full biomechanical profiles visualised as digital artwork and provides product recommendations, scaled to 27+ stores and events globally.
• Circle Networks in Focus An interactive storytelling experience on Circle's financial infrastructure with live data, modular stories, and a unified visual system designed to make the stablecoin ecosystem accessible. Includes a modular presentation tool, generative sound, and shifting colour that responds to visitors.
• IMI A World Closer Narrative intelligence system for IMI's Yas Island headquarters featuring AI-generated aerial landscapes from news data, a gesture-controlled digital globe for AI-curated news narratives, and a custom experience where AI organises global news into dynamic clusters.
• IBM Think 2020 Generative Audio-Visual Identity A gestural audio-visual identity for IBM Think 2020 developed with Grammy-winning artist Imogen Heap. The generative visual system responds to music stems with graphical elements that react with shape, color, surface detail, and movement; IBM's first fully digital flagship conference at scale, serving 40,000 attendees.
• IBM Under The Surface An interactive spatial data experience allowing users to see through the eyes of a hacker, using authentic IBM client data to reveal attack surface vulnerabilities. Features gestural interface using Leap Motion technology and was toured globally in 5 languages.
• Kia Global Journey of Projection A sensorial journey through light, contrast, and sound for Kia's first concept car exhibition at Milan Design Week. Built around Kia's 'Opposites United' design philosophy, the installation uses motion, color, audio, and material across connected environments.
• Chopard The Sound of Eternity Experience An interactive installation bringing Chopard's L.U.C Grand Strike chiming timepiece to life through touch, sound, and cinematic motion. Features a touch-sensitive control table that responds to hover, touch, swipe, and gesture.
• Nike A Global Retail Language Design language for Nike's global stores delivered through motion, layout, and editorial structure. Running across more than 90 Nike stores worldwide, launched during the 2024 Olympics as a unified retail storytelling system.
• Nike Force of Nature Generative immersive running experience developed with Nike exploring motion, athleticism, and the visual language of running through real-time systems.
• Adidas Stan Smith MYLO Visual language and concept for Adidas' Stan Smith MYLO shoe, the world's first shoe made with Mycelium (mushroom-based material), exploring future-positive metaphors in partnership with Bolt Threads.
• Adidas Running Lab An interactive in-store running installation generating unique running experiences in real-time by deconstructing datasets of city photographs, graphics, and typographic elements. Body tracking sensors capture direction and speed while adidas Run Genie captures additional measurements; installed in London and Beijing.
• Adidas REAL/RAW/FAST Identity System Generative identity system for adidas retail screens using campaign content and real-time graphics, integrated with the adidas CMS (Scala) for flagship stores.
• Visa Global Rebrand A collection of immersive imagery speaking to Visa B2B attributes—speed, scale, security, and connectivity. Features particle systems where each particle acts as a visual atom representing the Visa network in abstract, generative ways.
• DeepTime Generative Artwork A generative artwork inviting audiences on a journey through millennia of Earth's terrain transformation. Exhibited at Barcelona Digital Impact, the simulation of accelerated earth based on real-world data predictions shows how ecosystems evolve and mountain ranges form.
• IBM watsonx Interactive Experience An interactive demonstration platform for IBM's enterprise-ready watsonx AI platform. Features benchmarking tools for comparing AI models and datasets, interactive assembly of custom AI solution stacks, and visualization of AI components for governance and trust monitoring.
• 113 Spring Personalisation at Scale A living laboratory and flagship space for 113 Spring designed to evolve with every interaction, combining adaptive lighting, responsive sound, and tailored product rituals with Digital Mirrors and Artwork Veil installations.
• 113 Spring Mind-Scent Product Experience Translates neural signals (EEG) into personalised scent artwork through EveryHuman and Algorithmic Perfumery systems at 113 Spring, using emotional archetyping and psychological cues for adaptive scent creation.
• IKEA Space10 Everyday Experiments A series of six experimental speculative ideas developed over a two-year collaboration with IKEA Space10, involving AR, Object Detection, Blockchain, ML, and Spatial Computing around themes of Playful Learning, Privacy and Trust.

Quantifiable outcome

• Cost reduction of 60-70% compared to custom solutions
• +4 more outcomes

Named customers20 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability12 records

Feature5 records

Partnerships

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

• thatgamecompanyflagshipStrategic or Co-development PartnerFIELD collaborated with renowned indie games studio thatgamecompany to create 'Together: the distance between (us)' - an interactive light installation commissioned by the Barbican. The project explores the relationship between movement, light and sound where visitor presence influences the composition of space. Curated by Tetsuya Mizuguchi for the Virtual Realms exhibition.
• EveryHuman / Algorithmic PerfumerycoreStrategic or Co-development PartnerPartnership for Mind-Scent product experience at 113 Spring, where adaptive systems create personalised scents. EveryHuman and Algorithmic Perfumery provided the fragrance expertise and adaptive scent creation technology.
• Specific GenericcoreStrategic or Co-development PartnerFashion architects partnered with FIELD and On Running for the Try On retail experience, providing architectural integration for the global retail interactive system.
• Motion MetrixcoreTechnology or IntegrationTracking specialists providing markerless motion capture technology for On Running's Try On experience, enabling biomechanical profiling of running gait.
• Map Project OfficecoreStrategic or Co-development PartnerDeveloped the touch-sensitive control table for Chopard's Sound of Eternity Experience, opening the acoustic and mechanical world of the Grand Strike to the hand.
• LeTruccoreImplementation/ SI/ Consulting PartnerProduction partner for Chopard's Sound of Eternity Experience film, translating the world of the installation into cinematic expression with Swiss composer Jeremy Calame.
• Imogen HeapflagshipStrategic or Co-development PartnerGrammy-winning music artist collaborated with FIELD on IBM Think 2020 sound visualisation. Her original composition and gestures inspired the 'drawing-in-space' compositions, with the collaboration allowing conceptual approach development in parallel conversation.
• Meta Creative XflagshipStrategic or Co-development PartnerFour-year intense partnership developing the Meta Brand System, including Core Expression, Dimensional Colour, 3D Toolkit, Sensory Experiences, and Brand Management Tools. Result is a truly dimensional, global brand.
• IKEA Space10coreStrategic or Co-development PartnerTwo-year collaboration on Everyday Experiments - an extensive series of visual and technical studies exploring AR, Object Detection, Blockchain, ML, Spatial Computing around themes of Playful Learning, Privacy and Trust.
• AvantgardeminorStrategic or Co-development PartnerCollaboration with Avantgarde and CAYA on Jaguar Land Rover 'What moves you?' digital sculptures using light refractions.
• CAYAminorStrategic or Co-development PartnerCollaboration with Avantgarde and CAYA on Jaguar Land Rover 'What moves you?' digital sculptures.
• Mylo (Bolt Threads)coreTechnology or IntegrationPartnership for Stan Smith MYLO sustainable shoe concept using Mycelium - a sustainable alternative to leather. Bolt Threads biotechnology company committed to creating next generation advanced materials.
• Bolt ThreadscoreTechnology or IntegrationBiotechnology company partnered with adidas and FIELD for Stan Smith MYLO concept shoe using Mycelium technology.
• InnoceanminorImplementation/ SI/ Consulting PartnerCommissioned alongside Kia Global for Journey of Projection immersive experience at Milan Design Week.
• SonoleeminorImplementation/ SI/ Consulting PartnerSpatial partner for Kia's Journey of Projection installation at Milan Design Week.
• WAYminorImplementation/ SI/ Consulting PartnerProduction partner for Kia's Journey of Projection installation.
• SOS in BelairminorImplementation/ SI/ Consulting PartnerJapan-based collaborator used for aerial drone photography during travel restrictions for Stan Smith MYLO project.
• SOS in BelairminorImplementation/ SI/ Consulting PartnerStudio for visual experiments in OPPO Unseen X project using macro, ultra-high-res, and high-speed photography.
• George P. JohnsoncoreImplementation/ SI/ Consulting PartnerEvent production partner for IBM Calling the Shots ping-pong AI experience.
• João FonsecacoreImplementation/ SI/ Consulting PartnerProduction partner for IBM Calling the Shots experience.
• Saatchi & SaatchicoreImplementation/ SI/ Consulting PartnerAgency that approached FIELD for OVO Energy Forecast large-scale data visualisation project.
• Max PalmerminorImplementation/ SI/ Consulting PartnerProduction partner for IBM GRAMMY Museum Music Discovery Interface project.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Buck: Buck is a creative technology studio specializing in design, motion, and interactive experiences for brands and entertainment companies. Their focus on generative systems, brand storytelling, and immersive design for enterprise clients is directly comparable to FIELD.IO's Creative Systems practice.
• North Kingdom: North Kingdom is a Swedish creative technology studio that designs immersive digital experiences, interactive installations, and data-driven storytelling for global brands. Their portfolio of award-winning experiential work for enterprise clients mirrors FIELD.IO's immersive installations for Nike, IBM, and Visa.
• Koto Studio: Koto is a London-based brand and design studio that builds identity systems, brand strategy, and creative platforms for global companies. Koto's focus on dimensional, scalable brand systems for tech-forward clients overlaps directly with FIELD.IO's Meta Brand System and Nike Rise engagements.
• Resn: Resn is a New Zealand-based creative technology studio recognized for award-winning interactive digital experiences and brand installations. The studio's experimental, tech-forward approach to branded digital experiences is closely aligned with FIELD.IO's work for Nike, IBM, and Meta.
• HUSH: HUSH is a Brooklyn-based creative studio that designs and builds brand experiences, digital products, and immersive installations for global brands. Their hybrid design-and-technology studio model and enterprise client roster are closely comparable to FIELD.IO's positioning.
• Instrument: Instrument is an independent creative and technology studio that designs brand systems, digital products, and immersive experiences for forward-thinking brands. Their blend of strategic branding and technical execution parallels FIELD.IO's combined Narrative Environments and Creative Systems offering.
• Ustwo: Ustwo is a London-headquartered creative technology studio that designs and builds digital products, immersive experiences, and brand systems for enterprise clients. Both firms operate at the intersection of design, technology, and AI for global brands, with comparable boutique scale and project-based engagement models.
• Active Theory: Active Theory is a creative technology studio specializing in immersive web experiences, spatial computing, and real-time 3D installations for major brands. The studio's focus on interactive experiential work for enterprise clients directly mirrors FIELD.IO's Narrative Environments practice.

Broad incumbents

• MediaMonks (S4 Capital): MediaMonks is a global production and creative content company under S4 Capital that delivers digital, experiential, and content services to enterprise brands. Their scale and breadth in experiential and AI-driven creative work position them as a broad incumbent comparable to FIELD.IO's enterprise offering.
• R/GA: R/GA is a global digital agency and IPGAN company that builds connected brand experiences, products, and platforms for the world's largest brands. As a scaled incumbent, R/GA competes with FIELD.IO on enterprise experiential and brand systems work, but at significantly greater scale and with broader service offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/field_io
• LinkedInlinkedin.com/company/field
• Instagraminstagram.com/field_io

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 FIELD.IO