Potion
Potion Design Studio was a New York-based immersive experience design firm specializing in inclusive digital storytelling, spatial design, and AI-driven interactive environments for cultural institutions and global enterprise brands, including the Smithsonian, Met, Nike, and Microsoft. Now integrated into Hyperquake's unified Experiences team.
- Company typePrivate
- Founded2005
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Potion does
Potion Design Studio was a New York-based immersive experience design firm founded in 2005 by MIT alumni Phillip R. Tiongson and Jared Schiffman. The studio specialized in human-centered immersive experiences at the intersection of story, space, and interaction, serving cultural institutions and global enterprise brands. Its core offering combined spatial design, interactive content development, AI-driven visualization, and technical integration delivered as end-to-end project engagements. Notable clients included the Smithsonian, Brooklyn Museum, Met, National Constitution Center, Nike, Honeywell, and Microsoft.
Following its 2024 acquisition by Hyperquake, Potion's operations were absorbed into a unified Experiences team that combines Potion's inclusive digital storytelling expertise with Hyperquake's Storybuilding methodology and 20-year brand transformation legacy. The combined entity operates from Cincinnati (HQ), Brooklyn, Salt Lake City, and Portland, targeting three primary segments: enterprise organizations (executive briefing centers and brand environments), cultural institutions (museums and exhibitions), and global brands (immersive retail and experiential marketing). Revenue is generated through professional services engagements on a project-based, quote-driven model with no publicly disclosed pricing. The go-to-market motion is enterprise field sales via direct engagement and strategic partnerships. Differentiated capabilities include AI + Design Integration, privacy-preserving AI, and intelligent environmental systems that adapt to users, though proprietary technical depth in AI is not publicly substantiated.
Potion firmographics
Firmographics- Name
- Potion
- Legal name
- Potion Design Studio
- Website
- https://potiondesign.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Acquired
- Headcount range
- 1–10 employees
- Short description
- Potion Design Studio was a New York-based immersive experience design firm specializing in inclusive digital storytelling, spatial design, and AI-driven interactive environments for cultural institutions and global enterprise brands, including the Smithsonian, Met, Nike, and Microsoft. Now integrated into Hyperquake's unified Experiences team.
- Ownership category
- akta.pro rank
Potion industry classification
Industry- Product category
- Immersive Experience Design Services
- NAICS
- Graphic Design Services (541430)
- SIC
- Services-Computer Integrated Systems Design (7373)
- akta.pro primary industry
- Exhibition, Retail & Experiential Design (BPAHAKAL)
- akta.pro secondary industries
- Brand Activations & Experiential Campaign Design (MPAAAGAA), Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)
Keywords
Where Potion is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Potion business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Professional Services (Experience Design): Potion generates revenue through professional services engagements designing immersive experiences for enterprise clients. Services include strategy, spatial design, interactive content creation, and technical integration—delivered as end-to-end partnerships with clients.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Potion product offering
Product offeringCore offering
Potion Design Studio designs immersive experiences and interactive environments for cultural institutions and enterprise clients, combining inclusive digital storytelling, spatial design, and AI-driven technology. It delivers end-to-end partnership from strategy and spatial concepting through interactive content development and technical integration. Since the 2024 merger with Hyperquake, the offering operates as Hyperquake's unified Experiences team serving clients such as the Smithsonian, Brooklyn Museum, Met, Nike, Honeywell, and Microsoft.
Product overview
Potion Design Studio was a unified experiential design offering (now integrated into Hyperquake Experiences following the 2024 merger). The core offering combined inclusive digital storytelling, interactive environments, and AI-driven spatial design. The product portfolio included immersive destinations for cultural institutions (Smithsonian, Brooklyn Museum, Met, National Constitution Center) and enterprise clients (Nike, Honeywell, Microsoft), spanning architecture, data visualization, and AI-driven design systems. Today, this capability operates as Hyperquake's Experiences team, offering end-to-end partnership from strategy and spatial concepting to interactive content and technical integration.
Differentiator
Problem solved
Functional benefit
Products and services
- Immersive Experience Design (Potion Design Studio / Hyperquake Experiences) End-to-end immersive experience design service for cultural institutions and enterprise clients. Covers strategy and spatial concepting, interactive content development, AI-driven design integration, and technical integration and management. Clients include the Smithsonian, Brooklyn Museum, Met, National Constitution Center, Nike, Honeywell, and Microsoft.
Quantifiable outcome
- Immersive environments that deepen relationships, accelerate deals, and amplify brand equity
Companies that use Potion
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Potion technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature5 records
Potion partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- HyperquakecoreIn 2024, Hyperquake acquired and merged with Potion Design Studio, forming one unified Experiences team. The merger united Potion's depth in inclusive digital storytelling with Hyperquake's strategic brand transformation through Storybuilding. Together, they innovate at the intersection of architecture, data visualization, and AI-driven design to propel experiential excellence.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Potion competitors and assessment
Company assessmentDirect peers
- Universal Everything: UK-based digital art and experience studio creating generative and immersive installations for brands and cultural venues. Comparable in combining generative AI/technology with spatial and brand storytelling.
- Moment Factory: Montreal-based multimedia experience studio creating immersive destinations for cultural institutions and global brands. Closest analog to Potion in combining spatial design, interactive content, and digital storytelling for museums, brand activations, and public spaces.
- ESI Design: New York-based experience design firm specializing in immersive interactive environments for museums, brands, and public spaces. Directly comparable in client base (cultural institutions, corporate briefing centers) and design + technology integration approach.
- Local Projects: Experience design studio known for award-winning interactive museum and brand installations. Competes head-to-head with Potion for cultural institution and brand experience engagements, with similar emphasis on storytelling and human-centered design.
- BATWIN + ROBIN: New York-based experience design firm creating interactive environments, exhibitions, and digital installations for museums and brands. Comparable in serving cultural institutions with technology-driven immersive experiences.
- Wondra Interactive: Digital experience agency focused on interactive installations, immersive exhibits, and AR/VR experiences for cultural institutions and enterprise clients. Comparable in technology-forward experience design for museums and brands.
- Fake Love (now part of B-Reel): Originally an independent immersive experience studio (acquired by B-Reel), known for interactive storytelling and brand experiences. Comparable creative practice with similar client base in cultural institutions and global brands.
Broad incumbents
- teamLab: Japan-based interdisciplinary art collective producing large-scale immersive digital art experiences and exhibitions globally. Comparable in delivering museum-quality immersive installations, though operates at significantly larger scale.
- Hyperquake: Parent company that acquired Potion in 2024; broader experiential marketing and brand transformation agency with Storybuilding methodology. Serves as both parent and adjacent competitor offering wider brand strategy, communications, and experiential capabilities.
Emerging players
- Refik Anadol Studio: Los Angeles-based media artist studio creating AI-driven data sculptures and large-scale immersive installations for museums and brands. Highly comparable in AI + design narrative and museum exhibition focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Potion social profiles
Digital presencePotion financial estimates
Financial estimateRevenue estimate
Valuation estimate
Potion leadership team
Management profileNumber of profiles
Profiles2 records
Potion funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Potion M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Potion
What does Potion do?
Potion Design Studio designs immersive experiences and interactive environments for cultural institutions and enterprise clients, combining inclusive digital storytelling, spatial design, and AI-driven technology. It delivers end-to-end partnership from strategy and spatial concepting through interactive content development and technical integration. Since the 2024 merger with Hyperquake, the offering operates as Hyperquake's unified Experiences team serving clients such as the Smithsonian, Brooklyn Museum, Met, Nike, Honeywell, and Microsoft.
Is Potion a public or private company?
Potion is a private company. It is classified as corporate owned and is currently acquired.
When was Potion founded?
Potion was founded in 2005. It employs 1 to 10 people.
Where is Potion based?
Potion is headquartered in New York, United States, in the North America region.
How does Potion make money?
One revenue line is on record: professional Services (Experience Design).
Who are Potion's main competitors?
Direct peers on record are Universal Everything, Moment Factory, ESI Design, Local Projects, BATWIN + ROBIN, Wondra Interactive and Fake Love (now part of B-Reel). Broad incumbents are teamLab and Hyperquake. Refik Anadol Studio is listed as an emerging player.
Does Potion have an API?
No public API is recorded for Potion.
What industry is Potion in?
Potion's product category is Immersive Experience Design Services. Its primary akta.pro industry code is BPAHAKAL, Exhibition, Retail & Experiential Design, with a secondary code of MPAAAGAA, Brand Activations & Experiential Campaign Design. Its NAICS code is 541430 and its SIC code is 7373.