What Iregular does

Iregular is a Montreal-based digital art studio founded in 2010 by Colombian-Canadian artist Daniel Iregui that designs and produces audiovisual installations, large-scale sculptures, architectural projections, and scenographies with a focus on interactive and immersive experiences. Its core technical differentiators are two in-house proprietary systems: CURSOR, a long-range contactless tracking stack combining optics, computer vision, and AI to enable 3D facial, full body, LiDAR, and flashlight interaction across multi-user installations; and SONAR, a sound-localization system pairing directional ultrasonic speakers with robotic arms so that individual participants can be exposed to different sonic realities within the same physical space. Generative AI is embedded directly in several works, including Alternate Realities (prompt-driven real-time world generation) and Mental Maps (AI trained on an art collection to visualize machine perception).

The studio operates a project-based professional services business centered on custom commissions from museums (e.g., Canadian War Museum, Musée de la Civilisation, McCord Stewart Museum, WNDR Museum), international art and light festivals (MUTEK, Noor Riyadh, Manar Abu Dhabi, Canal Convergence, Misk Art Festival), and municipal or cultural districts (Quartier des Spectacles). A secondary revenue stream comes from licensing and touring its 50+ artwork portfolio across more than 30 countries. Go-to-market is hybrid: festival participation functions as top-of-funnel brand and demand generation, while a direct, quote-based sales motion—accessed via a contact form explicitly listing Museum Exhibitions, Stage Designs, Immersive Experiences, and Public Art—converts curators, museum directors, and government cultural offices into bespoke commissions. The studio is privately held, founder-controlled, and has received public-sector R&D and project support from Canadian Heritage, Canada Media Fund, SODEC, Investissement Québec, and Creative Export Canada, rather than venture capital.

Name

Iregular

Legal name

Iregular

Website

https://iregular.io

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Iregular is a Montreal digital art studio founded in 2010 that designs bespoke interactive audiovisual installations, large-scale sculptures, and museum exhibitions for cultural institutions, international art festivals, and municipal clients, powered by its proprietary CURSOR tracking and SONAR directional-sound technologies.

Ownership category

akta.pro rank

Product category

Interactive Digital Art Installations

NAICS

Independent Artists, Writers, and Performers (71151), Motion Picture and Sound Recording Industries (512)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Immersive/Interactive Animation (AR/VR/Real-Time) (MPAHACAN)

akta.pro secondary industries

Outsourced Art/Audio Production Services (2D/3D, Animation, VFX, Audio/VO) (MPAFAKAM), Mobile/Digital Experiential (AR/VR, Interactive Installations) (MPAAAGAI)

Keywords

• Interactive art installations
• Projection mapping
• Generative AI art
• Digital scenography
• Audiovisual experiences

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Art Commissions: Iregular creates bespoke interactive digital art installations commissioned by museums, cultural institutions, festivals, municipal governments, and private brands. Each project is custom-designed for specific venues and contexts, with pricing based on scope, scale, technology requirements, and exhibition duration. Projects range from public art installations to immersive museum exhibitions to large-scale festival pieces.
2. Artwork Licensing: The studio's portfolio of 50+ artworks can be licensed for exhibition at various venues and events, generating recurring licensing fees for existing works.
3. Touring Exhibitions: Some works tour to multiple festivals and venues internationally, generating revenue through exhibition fees at different locations.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Iregular is a Montreal-based digital art studio that designs and produces bespoke audiovisual installations, large-scale sculptures, architectural projections, and scenographies for museums, cultural institutions, festivals, and municipal governments. The studio develops its own proprietary tracking (CURSOR) and directional sound (SONAR) technologies that power interactive experiences, and generates revenue through custom commissions and licensing of its portfolio of more than 50 artworks.

Product overview

Iregular is a Montreal-based digital art studio creating audiovisual installations, large-scale sculptures, architectural projections, and scenographies with a focus on interactive and immersive experiences. The studio operates as both a creative agency and technology developer, building its own proprietary technologies including CURSOR (spatial human tracking combining optics, computer vision, and AI) and SONAR (directional sound localization using ultrasonic speakers and robotic arms). Their portfolio of over 50 artworks spans multiple categories: Public Art installations like Dice, Prisms, Faces, Fortunes, Antibodies, Control No Control, and Icebergs that transform outdoor and indoor spaces into interactive experiences; Immersive Spaces such as Alternate Realities (generative AI), Voices In Your Head (retrospective), and Nest (multi-screen sound ecosystem); Museum Exhibitions including Encounters: Echoes of War (Canadian War Museum), Mémoires en réserve (Musée de la Civilisation), and Mental Maps (McCord Stewart Museum); and Stage Designs/Scenographies for festivals worldwide. The studio's core differentiation lies in developing proprietary tracking and AI technologies that power all installations, enabling unique interactions like body tracking, 3D facial recognition, flashlight interaction, and individualized sound experiences. Works have toured in over 30 countries and received numerous awards for design, technology, and creativity.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Art Commissions

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Canadian War MuseumcoreStrategic or Co-development PartnerCreated 'Encounters: Echoes of War' (2025), an immersive sound installation honoring Canadian veterans. The museum commissioned the work as part of their oral history initiative 'Their Story' project. The installation transforms veteran testimonials into moving presences using ultrasonic sound technology.
• Musée de la Civilisation (Quebec)coreStrategic or Co-development PartnerCreated 'Mémoires en Réserve' (2026-2028), an interactive experience for the museum highlighting Quebec heritage and archival work. The three-year exhibition uses drawer-opening interactions and video mapping to reveal artifacts and hidden stories.
• Musée McCord StewartcoreStrategic or Co-development PartnerCollaborated on 'Cartographies Mentales' (2023), using James Duncan's watercolor collection to train AI and create an immersive interpretation of how an AI perceives the world.
• Holosonics (Audio Spotlight)coreTechnology or IntegrationProvides Audio Spotlight ultrasonic directional sound technology used in installations like 'Encounters: Echoes of War' and 'Voices In Your Head'. Enables targeted audio experiences where sound follows participants.
• Government of CanadacoreOthersFunded multiple projects including 'Icebergs', 'Products', and development of CURSOR tracking technology through Canada Media Fund.
• Government of Quebec / SODECcoreOthersProvided financial support for 'Voices In Your Head' and 'Rencontres: Les échos de la guerre' projects.
• MUTEKcoreStrategic or Co-development PartnerAnnual collaboration partner for multiple installations including 'Voices In Your Head' (2024), 'Nest: Colony' (2025), and 'Control No Control' (2025). Major platform for exposing work to international festival circuit.
• Investissement QuébecminorOthersProvided financial support for CURSOR tracking technology development.
• Fonds des médias du CanadaminorOthersProvided financial support for CURSOR tracking technology development.
• Quartier des SpectaclescoreStrategic or Co-development PartnerOngoing collaboration on public art installations including 'Icebergs' (2021) and 'Points in Common'. Major cultural district partner in Montreal.
• Ville de MontréalminorOthersSupported 'Points in Common' installation through city funding.
• Government of QuebeccoreOthersFinancial supporter of 'Voices In Your Head' immersive retrospective experience.
• Canada Media FundminorOthersSupported 'Points in Common' interactive public art project.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Gentilhomme Studio: Montreal-based creative studio producing large-scale interactive multimedia installations and immersive experiences. Closest geographic peer with similar Montreal creative-scene DNA, comparable in interactive installation services to cultural and commercial clients.
• Random International: London-based studio known for Rain Room and other interactive sensor-driven installations in major museums and public spaces. Closely comparable in technology-meets-art interactive installations for cultural institutions.
• Moment Factory: Montreal-based multimedia studio creating immersive installations and scenographies for museums, airports, and public spaces. Most direct comparable on geography, scale, service offering, and customer base; same GTM via institutional and municipal commissions.
• Universal Everything: UK-based digital art studio creating screen-based and immersive moving-image installations for galleries, brands, and public spaces. Comparable in delivering experiential digital artworks to institutional clients worldwide.
• Refik Anadol Studio: Los Angeles-based studio creating AI-driven immersive data sculptures and installations for museums and galleries (e.g., MoMA, Serpentine). Direct peer in AI-driven immersive art and similar technology-forward approach to installations.
• Jason Bruges Studio: London-based design studio known for permanent and temporary interactive installations blending architecture, art, and technology. Comparable in delivering scenography and site-specific installations to museums, brands, and public clients.
• NONOTAK Studio: Paris-based audiovisual art duo (Noemi Schipfer and Takami Nakamoto) creating immersive light and sound installations. Closely comparable in audiovisual scenography work for festivals and galleries, similar scale and aesthetic.
• Studio NAND: Berlin-based design and research studio building interactive installations, data visualizations, and immersive experiences. Comparable in technology-art intersection and similar client base of museums, brands, and cultural institutions.
• Onformative: Berlin-based studio specializing in generative and data-driven art, motion design, and immersive installations. Comparable in technology-driven generative art installations for cultural and commercial clients.

Broad incumbents

• teamLab: Japanese interdisciplinary art collective operating permanent immersive museums (teamLab Planets, Borderless) and massive touring installations. Closest large-scale incumbent in interactive immersive installations; significantly larger footprint but overlapping product category and target venues.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubevimeo.com/iregular
• Facebookfacebook.com/iregular.iregular
• LinkedInca.linkedin.com/company/iregular
• Instagraminstagram.com/iregular.io
• Xx.com/iregularstudio

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 Iregular