Experiential Design Team
Experiential Design Team (EDT) is a Kuala Lumpur-based creative technology studio founded in 2019 that builds immersive AR/VR/MR experiences and AI avatar platforms. It serves corporate, government, tourism, education, retail, and healthcare clients across Malaysia and 12+ countries through six proprietary platforms.
- Company typePrivate
- Founded2019
- HeadquartersKuala Lumpur, Malaysia
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Experiential Design Team does
Experiential Design Team (EDT), operating as Adticles Sdn Bhd (1149616-M), is a Kuala Lumpur-based creative technology studio founded in 2019 that builds immersive AR, VR, MR, and AI-driven experiences for enterprise, government, tourism, education, retail, and healthcare clients. The company has developed six proprietary platforms marketed as a single ecosystem: RiaReality (mixed reality platform using large-format screens and camera tracking, no headset required, up to four simultaneous players); Hoomans.ai (AI holographic avatars on 86-inch Stellarlink displays powered by a RAG knowledge base via OpenAI and ElevenLabs TTS in English, Bahasa Malaysia, and Mandarin); MimpiLab (generative AI photobooth producing brand-controlled themed images in under 30 seconds); CheritAR (WebAR heritage platform with conversational AI avatars, co-developed with Think City); WayangMind (culturally localised VR mental wellness platform with AI-personalised guided sessions across mobile, VR, and dedicated space formats); and ARVENA (Unreal Engine-based virtual production platform claiming 60–80% cost reduction versus physical sets).
Underlying technology spans Unity, Unreal Engine 5, TouchDesigner, 8th Wall and Onirix WebAR, OpenAI, Pinecone, Supabase, N8N, ElevenLabs, Meta Quest 3, LiDAR, Kinect, LED volumes at P2.0–P2.5 pitch, and projection mapping hardware. EDT delivers projects end-to-end across 12+ countries with documented client engagements including AirAsia, Petronas, Malaysia Airlines, Sunway, MCMC, New Balance, Vans, Prudential, Maybank, CIMB, Public Bank, Accenture, Moonton/Mobile Legends, PNB, Sime Darby, Tokyo Fire Department, IKAT Malaysia/MOTAC, and DBKL. The business model combines professional services project work (RM 20,000 to above RM 500,000 per project), product licensing and white-label deployments through an agency partner programme, hardware-inclusive event hire (Hoomans.ai and MimpiLab), and day-rate or permanent-studio ARVENA virtual production hire. Distribution combines direct enterprise sales via a website contact form (24-hour response commitment) with a white-label agency partner channel covering creative, event, PR, digital transformation, architecture, and spatial design firms across Malaysia and SEA.
EDT is privately held with no disclosed parent company, private equity, or venture capital backing; the company is founder-led, with Fariz Hanapiah as Founder and Creative Director. Revenue, headcount structure beyond the stated 1–10 band, funding history, and financial performance are not publicly disclosed.
Experiential Design Team firmographics
Firmographics- Name
- Experiential Design Team
- Legal name
- Adticles Sdn Bhd
- Website
- https://weareedt.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Experiential Design Team (EDT) is a Kuala Lumpur-based creative technology studio founded in 2019 that builds immersive AR/VR/MR experiences and AI avatar platforms. It serves corporate, government, tourism, education, retail, and healthcare clients across Malaysia and 12+ countries through six proprietary platforms.
- Ownership category
- akta.pro rank
Experiential Design Team industry classification
Industry- Product category
- Immersive Technology Services
- NAICS
- Software Publishers (5132), Custom Computer Programming Services (541511), Industrial Design Services (54142)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming Services (7371), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Simulation & Scenario-Based Learning Authoring (EDAFAHAD)
- akta.pro secondary industry
- Interactive Practice & Skill-Building (Drills, Games, Mastery Practice) (EDAFACAC)
Keywords
Where Experiential Design Team is headquartered
LocationHeadquarters
- HQ city
- Kuala Lumpur
- HQ country
- Malaysia
- HQ region
- Asia
Offices2 records
Markets served
Experiential Design Team business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Infrastructure, Operations, Marketing or Sales
Revenue model
- Immersive Technology Services: End-to-end project-based services spanning AR/VR/MR development, AI avatars, virtual production, interactive installations, projection mapping, and immersive events. EDT pitches, builds, and deploys across any scale. Pricing ranges from under RM 20,000 to above RM 500,000 based on project complexity.
- ARVENA Virtual Production Hire: ARVENA virtual production platform available as day-rate or project-based hire for product launches, live broadcasts, brand films, and music videos. Includes EDT virtual production crew, Unreal Engine operator, and all technical infrastructure. Permanent studio installations also available.
- Product Licensing & White-Label: EDT's six proprietary products (RiaReality, Hoomans.ai, MimpiLab, CheritAR, WayangMind, ARVENA) are deployable, licensable, and white-labelable to agency and corporate partners worldwide. Long-term deployment licences for permanent installations and recurring event hire arrangements.
- Hoomans.ai Event Hire: Hoomans.ai holographic avatar available as event hire package including 86" Stellarlink display hardware, avatar software, and on-site technical support. Also available for permanent installation with hardware purchase or long-term lease.
- MimpiLab Event Rental: AI photobooth rental for single-day events through multi-week permanent activations. No minimum event size — deployed for intimate 50-person corporate dinners to city-wide public festivals. Pricing scales with deployment duration and number of simultaneous kiosks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Under RM 20,000 — Simple activations |
| Other | Pay-as-you-go | RM 20,000 – RM 50,000 — Mid-tier projects |
| Other | Multi-year contract | RM 50,000 – RM 100,000 — Complex projects |
| Other | Multi-year contract | RM 100,000 – RM 250,000 — Premium activations |
| Other | Multi-year contract | RM 250,000 – RM 500,000 — Enterprise-scale |
| Other | Multi-year contract | Above RM 500,000 — National/regional programmes |
Go-to-market motion4 records
Distribution channels6 records
Marketing channels7 records
Experiential Design Team product offering
Product offeringCore offering
Experiential Design Team (EDT) is a Malaysian creative technology studio that designs, builds, and deploys immersive AR/VR/MR experiences, AI-powered holographic avatars, virtual production, projection mapping, and interactive installations. Its offering combines six proprietary deployable platforms (RiaReality, Hoomans.ai, MimpiLab, CheritAR, WayangMind, ARVENA) with end-to-end bespoke project services for brand activations, training simulations, heritage experiences, and corporate events.
Product overview
EDT's offering is a six-platform ecosystem called 'Six Platforms.One Ecosystem.' The core products are: RiaReality (mixed reality platform for physical spaces with no headset required), Hoomans.ai (AI holographic avatar platform with RAG knowledge and ElevenLabs TTS voice), MimpiLab (AI photobooth with real-time generative AI image output), CheritAR (AI-powered AR heritage platform with QR-activated conversational avatars), WayangMind (VR mental wellness platform with AI-personalized content), and ARVENA (virtual production platform using Unreal Engine). These six products share underlying AI and XR technology and can be deployed individually or as a combined ecosystem at events, permanent installations, or licensed to partners. EDT also provides six associated services — AR/VR/MR Development, AI Avatars & Holograms, Virtual Production, Interactive Installations, Projection Mapping, and Immersive Events — that both support these products and deliver bespoke client projects.
Differentiator
Problem solved
Functional benefit
Products and services
- RiaReality
Quantifiable outcome
- 40% onboarding efficiency improvement — MetaHRise VR training for MCMC
- +8 more outcomes
Companies that use Experiential Design Team
Customer profileNamed customers24 records
Segments6 records
Ideal customer profiles4 records
Experiential Design Team technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
AI capability11 records
Feature6 records
Experiential Design Team partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Think CitycoreThink City is an urban regeneration NGO and EDT's co-development partner for CheritAR — the AI-powered AR heritage platform. The partnership developed WebAR avatars for three KL heritage landmarks (Sultan Abdul Samad Building, Victoria Fountain, National Textile Museum). Think City provides heritage knowledge and institutional access; EDT provides the technology platform. CheritAR has reached visitors from 12+ countries with 1,442 AR impressions recorded.
Scale indicators12 records
Recent moves6 records
Expansion highlights4 records
Experiential Design Team competitors and assessment
Company assessmentRegional players
- Hiverlab: Indonesia-based immersive XR studio producing VR, AR, and 360° content for enterprise, education, and tourism — the closest regional SEA comparable to EDT, sharing cultural localisation focus and government/enterprise client mix.
Direct peers
- Talespin: Enterprise XR and VR training platform focused on workforce learning, simulation, and skills assessment — directly comparable to EDT's MetaHRise VR onboarding, VR forklift safety (Sime Darby), and VR earthquake preparedness (Tokyo Fire Department) work.
- Pixomondo: Global virtual production and VFX house operating LED volume studios for film, episodic, and live broadcast — directly comparable to ARVENA's virtual production platform and AirAsia Supersale/Mobile Legends broadcast deployments.
- Resn: Award-winning creative technology studio producing interactive, immersive, and AR/VR brand experiences — comparable to EDT's full-stack immersive event, interactive installation, and brand activation offering.
- Strivr: US-based immersive VR training and learning platform for enterprises; comparable in VR-based onboarding, training, and performance support, and in measuring quantifiable training outcomes like the 93% satisfaction and 40% efficiency gain cited by EDT.
- Unit9: Global creative technology studio producing immersive brand experiences, AR/VR installations, and interactive content for major brands — directly comparable to EDT's brand activation, AR/VR development, projection mapping, and immersive event services.
- Tool: Creative technology studio building immersive brand experiences, AR activations, and interactive installations for Fortune 500 brands — closely comparable to EDT's New Balance, Vans, AirAsia, and AirAsia Supersale brand activation work.
- PIXO Group: Enterprise XR/AR/VR solution provider for training, operations, and customer experience — comparable to EDT's enterprise-focused immersive training, AR activation, and government/enterprise deployment model across multiple verticals.
Broad incumbents
- The Glimpse Group: US-listed immersive technology platform of AR/VR companies spanning multiple verticals and use cases — provides a broader-public-market reference point for how a multi-product XR studio portfolio is valued and scaled.
Emerging players
- Yord Studio: Prague-based VR/AR creative studio producing immersive content for healthcare, training, and brand experience — comparable to EDT's VR training simulations and immersive brand activation projects at smaller scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Experiential Design Team social profiles
Digital presenceExperiential Design Team financial estimates
Financial estimateRevenue estimate
Valuation estimate
Experiential Design Team leadership team
Management profileNumber of profiles
Profiles1 record
Experiential Design Team funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Experiential Design Team 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 Experiential Design Team
What does Experiential Design Team do?
Experiential Design Team (EDT) is a Malaysian creative technology studio that designs, builds, and deploys immersive AR/VR/MR experiences, AI-powered holographic avatars, virtual production, projection mapping, and interactive installations. Its offering combines six proprietary deployable platforms (RiaReality, Hoomans.ai, MimpiLab, CheritAR, WayangMind, ARVENA) with end-to-end bespoke project services for brand activations, training simulations, heritage experiences, and corporate events.
Is Experiential Design Team a public or private company?
Experiential Design Team is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Experiential Design Team founded?
Experiential Design Team was founded in 2019. It employs 1 to 10 people.
Where is Experiential Design Team based?
Experiential Design Team is headquartered in Kuala Lumpur, Malaysia, in the Asia region.
How does Experiential Design Team make money?
Five revenue lines are on record. Immersive Technology Services are the primary driver. The others are ARVENA Virtual Production Hire, product Licensing & White-Label, hoomans.ai Event Hire and mimpiLab Event Rental.
Who are Experiential Design Team's main competitors?
Hiverlab is listed as a regional player. Direct peers are Talespin, Pixomondo, Resn, Strivr, Unit9, Tool and PIXO Group. The Glimpse Group is listed as a broad incumbent. Yord Studio is listed as an emerging player.
Does Experiential Design Team have an API?
No public API is recorded for Experiential Design Team.
What industry is Experiential Design Team in?
Experiential Design Team's product category is Immersive Technology Services. Its primary akta.pro industry code is EDAFAHAD, Simulation & Scenario-Based Learning Authoring, with a secondary code of EDAFACAC, Interactive Practice & Skill-Building (Drills, Games, Mastery Practice). Its NAICS code is 5132 and its SIC code is 7372.