What The Experiential Group does

The Experiential Group (TXG) is a privately held, Brooklyn-based hybrid creative and production agency founded in 2017 by Frank Moran that designs and executes end-to-end "Phygital" (physical + digital) experiential marketing activations for global brands. The company's core technology centers on integrating physical scenic fabrication, custom interactive development, gaming engine work, VR/AR content creation, and XR stage production with traditional live-event execution; in-house capabilities include 52-foot double-expandable mobile tractor trailers, biometric/art installations, and hologram stunts. TXG organizes its offering into four integrated service modules (Creative, Production, Operations, Logistics) that together support six commercial service offerings — Pop-Ups, Live Performances, Phygital Activations, Mobile Activations, Exhibitions, and Press Events.

TXG operates a project-based professional services model with custom, quote-based pricing for each engagement. Its go-to-market is enterprise field sales targeting Fortune 500 brands and advertising/marketing agency partners, with named clients spanning Samsung, Sony, Nike, Coca-Cola, LVMH, L'Oréal, Visa, United Airlines, Moderna, Spotify, The Macallan, Steve Madden, Hilton, Adidas, Sephora, and Wimbledon (AELTC), among others. Revenue is non-recurring on a per-project basis, with no disclosed funding, no parent company, and no public revenue figures. The company claims a global footprint with delivery across multiple US markets (NY, LA, Dallas, Las Vegas, Atlanta, Austin, Tampa, Chicago, Miami, DC, Virginia Beach, Aspen, Key West) and international activity in Birmingham, Germany. The firm is recognized with industry awards including an Ex Award, Experience Design & Technology Award, and an Emmy Award.

Name

The Experiential Group

Legal name

The Experiential Group

Website

https://theexperientialgroup.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

The Experiential Group is a Brooklyn-based, privately held hybrid creative and production agency founded in 2017 that designs and executes end-to-end Phygital (physical + digital) experiential marketing activations, pop-ups, mobile tours, and live events for Fortune 500 brands and advertising agencies.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Advertising Agencies (541810), Advertising, Public Relations, and Related Services (5418), Convention and Trade Show Organizers (56192)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Brand Activations & Experiential Campaign Design (MPAAAGAA)

akta.pro secondary industries

Mobile/Digital Experiential (AR/VR, Interactive Installations) (MPAAAGAI), Activation/Experiential Creative Agencies (MPAAAAAO), Experiential Logistics & Tour Management (Roadshows) (MPAAAGAK), Exhibition, Retail & Experiential Design (BPAHAKAL)

Keywords

• Experiential marketing agency
• Brand activations
• Phygital experiences
• Event production services
• Mobile activation design

Headquarters

HQ city

Brooklyn

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Experiential Marketing Services: Project-based professional services for brand experiential activations including creative strategy, production, operations, and logistics. Clients include Fortune 500 companies and major global brands.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

The Experiential Group is a hybrid creative and production agency that delivers strategic "Phygital" experiential marketing activations for global brands. Services span concept development, creative strategy, custom fabrication, production, operations, logistics, and on-site execution for pop-ups, live performances, phygital activations, mobile tours, exhibitions, and press events.

Product overview

The Experiential Group (TXG) is a hybrid creative and production agency offering a unified experiential marketing platform. The core offering consists of four integrated service modules—Creative Services, Production Services, Operations Services, and Logistics Services—that collectively enable end-to-end experiential activations. These capabilities support six distinct service offerings: Pop-Ups, Live Performances, Phygital Activations (digital-physical hybrid experiences), Mobile Activations, Exhibitions, and Press Events. TXG delivers branded experiences across these channels, serving clients including Samsung, Sony, Visa, Coca-Cola, Nike, Spotify, and others through strategic concept development, custom fabrication, technical production, and on-site execution.

Differentiator

Problem solved

Functional benefit

Products and services

• Pop-Ups Short-term branded retail experiences for brand clients, including creative ideation, design, location securing, permitting, build-out, staffing, and teardown for pop-up installations such as the Charlotte Tilbury Holiday Pop-up (NYC Meatpacking District) and Emporio Armani Stronger With You fragrance pop-up (Oculus).
• Live Performances Large-scale show production services for brand clients, including festival stages, major venues, and private corporate concerts, delivered with show calling, lighting technicians, audio engineers, and stage managers (e.g., Sony's Lost In Music at SXSW and Something In The Water festival).
• Phygital Activations Interactive technology-enhanced live experiences that combine physical and digital touchpoints for brand clients, leveraging XR stages, VR/AR content, gaming engine development, and immersive content treatments (e.g., Sony Skate, Ledger NFT.NYC Op3n event, Bombay Sapphire Sensory Auction, Adidas Ozweego launch).
• Mobile Activations Mobile brand experience services including design and build of 52-foot double expandable tractor trailers, custom bikes and trikes, and mobile installations (including hot tubs on wheels), with staffing, permits, DOT compliance, and nationwide touring support (e.g., Bar Monte National Tour for Gruppo Montenegro, Busch Un-Pop-Up Schop, Mobile Hot Tub for Landshark).
• Exhibitions Trade show and exhibition services for brand clients, including show services, drayage, union house coordination, and booth presence production for events such as ACV Auctions at NADA, Zwift at Eurobike, and JSX at GBTA Convention.
• Press Events Product launches and press events for brand clients with turnkey AVL, staging, content creation, speaker coaching, and speech writing services (e.g., Virgin Atlantic Taxi For Takeoff NYC A339neo plane debut, Spotify Strike a Chord DC, Edition Times Square Launch).

Quantifiable outcome

• 303% increase in daily visitors for client activation
• +3 more outcomes

Named customers30 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

13 partnerships are on record, tiered core and minor.

• SamsungcoreGTM or Marketing PartnerMajor brand partner for experiential activations. TXG produces brand experiences and marketing activations for Samsung.
• SonycoreGTM or Marketing PartnerLong-standing brand partner for multiple activations including Lost In Music events, SXSW presence, and product launches across multiple years.
• NikecoreGTM or Marketing PartnerBrand partner for experiential marketing activations.
• Coca-ColacoreGTM or Marketing PartnerBrand partner for experiential activations including League of Legends collaboration.
• LVMHcoreGTM or Marketing PartnerLuxury brand group partner for high-end experiential activations.
• VisacoreGTM or Marketing PartnerBrand partner for experiential activations and sponsorship activations.
• United AirlinescoreGTM or Marketing PartnerBrand partner for experiential marketing activations.
• L'OréalcoreGTM or Marketing PartnerBeauty brand partner for activations including Sephora Store Manager Conference.
• Lucky GeneralsminorStrategic or Co-development PartnerAgency partner for collaborative client projects.
• FCBminorStrategic or Co-development PartnerAgency partner for collaborative brand activations.
• Ralph LaurenminorGTM or Marketing PartnerBrand partner for Wimbledon activation sponsorship (Ralph Lauren branded sponsorship activation at The Wimbledon Court).
• EdelmanminorStrategic or Co-development PartnerPublic relations agency partner for collaborative projects.
• BarclaysminorGTM or Marketing PartnerBrand sponsor partner for Wimbledon activation (Barclays branded sponsorship activation at The Wimbledon Court in Central Park).

Scale indicators4 records

Direct peers

• MKG: MKG is a NYC-based creative experiential agency serving major brands across pop-ups, mobile, and live experiences. Strongly comparable to TXG given shared NYC positioning, similar boutique-to-mid scale, and an emphasis on creative-led brand activations.
• MAS Event Design: MAS Event Design is a full-service event production agency with in-house scenic fabrication, custom builds, and large-scale production services. Closely comparable to TXG's scenic fabrication and custom build capabilities (mobile units, scenic, large-venue shows).
• Optimist: Optimist is a creative-led experiential agency combining design, production, and PR for sports, entertainment, and lifestyle brands. Directly comparable to TXG on creative+production hybrid model, target verticals (sports, entertainment, fashion), and a boutique scale servicing enterprise work.
• Sparks: Sparks is a global experiential marketing agency delivering brand experiences, pop-ups, mobile tours, and trade show activations for Fortune 500 clients. Directly comparable to TXG across service modules (creative + production + logistics) and client caliber, though at meaningfully larger scale.
• MKG (post-merger entity: Sparks + MKG): MKG and Sparks merged in 2024 to form one of the largest independent experiential marketing agencies. The merged entity is the most direct comp for TXG on combined creative + production + logistics model serving enterprise brands at scaled capacity.
• BE//Core (BeCore): BeCore is a mid-sized experiential marketing agency offering mobile tours, brand activations, and event production for major brands. Comparable to TXG on mobile activation capabilities, truck/trailer builds, and tour management services, serving similar consumer and lifestyle clients.

Broad incumbents

• Jack Morton Worldwide: Jack Morton is a top-tier global experiential marketing agency (part of IPG) with deep enterprise relationships across consumer, tech, and B2B brands. Comparable to TXG on service offering and client roster, but operates at meaningfully larger scale with broader geographic delivery.
• Burson (formerly Burson-Marsteller; Brand Experience practice): Burson (WPP-owned global PR and communications group with a brand experience practice) overlaps with TXG in press events, product launches, and experiential storytelling. Less directly comparable on production depth, but competes for similar enterprise brand activation budgets and integrates PR into activations similarly to TXG's Edelman collaboration model.
• George P. Johnson Experience Marketing: GPJ is a long-standing global experience marketing agency specializing in trade shows, brand activations, and live events for large enterprise clients. Comparable to TXG in core service categories (exhibitions, brand activations) but with broader portfolio, larger permanent staff, and global delivery footprint.

Emerging players

• Legwork Studio: Legwork Studio is a creative experiential studio focused on immersive installations, brand activations, and pop-up experiences for premium consumer brands. Comparable to TXG's phygital and pop-up offerings though generally at smaller scale and with a narrower production footprint.

Market position

Strengths5 records

Weaknesses5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TheExperientialGroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 The Experiential Group