Potion

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.

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

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

• Immersive experience design
• Interactive environments
• Spatial design
• Digital storytelling
• Exhibit design services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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

Core 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

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature5 records

Partnerships

One partnership is on record.

• HyperquakecoreStrategic or Co-development Partner · 1 January 2024In 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

Direct 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

• Xx.com/potion_design

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors2 records

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 Potion