Variable

What Variable does

Variable is a London-based digital studio founded in 2012 by Marcin Ignac, operating as a specialist creative-coding and data-visualization boutique. The studio works globally with brands, research groups, and organizations to deliver generative art, data-driven campaigns, and immersive installations — recent examples include a Spirit Plant installation at Expo 2025 Osaka, a generative data-visualisation tool for Centersquare, a motion-identity system for Hebbia, and an LED retail mirror experience for Chloé. Its technology stack centers on JavaScript/WebGL via two in-house assets: PEX, an MIT-licensed open-source 3D graphics library with physically based rendering, HDR postprocessing, and glTF support; and Nodes.io, a visual programming environment for creative coding released to public beta in 2019. Production work also leverages SideFX Houdini with Redshift for path-traced rendering, Electron for desktop applications, and GPGPU particle systems for large-scale real-time installations. Core AI/ML techniques (GAN, UMAP, t-SNE, TensorFlow face-landmark detection) are applied within individual projects rather than as a platform.

The studio operates a project-based, commissioned revenue model with fees set per engagement. Work is sourced through direct client commissions (Google, IBM, Nike, GSK, Dropbox, Twitter, Siemens, Maersk, Mayo Clinic) and through recurring agency partnerships with Pentagram, Nexus Studios, Hirsch & Mann, GPJ UK, We Launch, Dalziel & Pow, Squint/Opera, Tellart, FreshBritain, Invicomm, CIID, and Digital Catapult. Customer segments are horizontal: global brands/corporations (primary), research institutions and universities, cultural institutions and museums, and government/public sector. Variable is registered as Variable.io Ltd in England and Wales, has been bootstrapped with no disclosed external funding, and has grown from a solo practice to approximately 5–10 people, with the first full-time hire made in 2016. The studio has accumulated a significant awards portfolio, most prominently multiple 2025 wins (Cannes Lions shortlist, D&AD Wood Pencil, Clio Bronze, ADC Silver) for the Centersquare project and a 2023 Red Dot Award for H&M Infinite Dreams.

Name

Variable

Legal name

Variable.io Ltd

Website

https://variable.io

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Variable is a London-based digital studio founded in 2012 that creates generative art, data visualisations, and immersive installations for global brands, research institutions, and government clients, built on its proprietary Nodes.io visual programming tool and open-source PEX WebGL library.

Ownership category

akta.pro rank

Product category

Creative Technology Services

NAICS

Graphic Design Services (541430), Custom Computer Programming Services (541511)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371)

akta.pro primary industry

CG Asset Creation (Modeling, Texturing, Lookdev, Rigging) (MPAHABAE)

Keywords

• Generative art studio
• Data visualisation services
• Creative coding studio
• Immersive installation design
• Bespoke design tools

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Commissioned Projects: Variable creates commissioned generative art, data visualisation, and immersive installations for brands, research groups and organisations. Projects range from digital sculptures and art direction to prototyping and full production. Revenue is project-based with fees determined per engagement.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Variable is a London-based digital studio that creates commissioned generative art, data visualisations, and immersive installations for global brands, research groups, and organisations. Each project is built end-to-end — from concept ideation and art direction through prototyping to final production — and is supported by two proprietary in-house tools: the open-source PEX WebGL/JavaScript library and the Nodes.io visual programming environment. Offerings span generative and data-driven art, data visualisation R&D, and bespoke design tools delivered as custom-built software for clients.

Product overview

Variable is a London-based digital studio offering creative services rather than a traditional software product company. Their core offerings include: (1) Generative And Data-Driven Art services creating digital sculptures and algorithmic artwork, (2) Data Visualisation R&D for exploring user-data interaction, and (3) Bespoke Design Tools for custom automation. Their technology foundation consists of two proprietary tools: Nodes (a visual programming environment) and PEX (open-source WebGL libraries). Projects are typically commissioned works for brands, research groups, and organizations including installations, data-driven campaigns, and interactive experiences.

Differentiator

Problem solved

Functional benefit

Brands

• Nodes: In-house visual programming environment for creative coding and data visualisation. Launched internally in 2019 and released in public beta.
• PEX

Products and services

• Nodes Visual programming environment for creative coding and data visualisation, enabling real-time generative design, algorithm prototyping, and visual output production across web and installations.
• PEX Open-source JavaScript/WebGL libraries providing physically based rendering, HDR postprocessing, and glTF support for creative coding and 3D graphics projects.
• Generative And Data-Driven Art Studio service creating ever-changing digital sculptures, generative artwork, and data-driven systems with thousands of outcomes for brands and organisations.
• Data Visualisation R&D Research and development service exploring new ways users experience and interact with information through data visualisation.
• Bespoke Design Tools Custom tool development service that automates design processes and empowers designers to deliver customisable outputs (e.g., Hebbia Motion Tool in partnership with Pentagram).

Quantifiable outcome

• Won multiple 2025 industry awards including Cannes Lions shortlist, D&AD Wood Pencil, Clio Awards Bronze for Centersquare project
• +3 more outcomes

Named customers17 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 capability14 records

Feature5 records

Partnerships

15 partnerships are on record, tiered core and minor.

• We LaunchcoreStrategic or Co-development Partner · 1 January 2020Agency partnership for GSK Visualising Advanced Technology project. We Launch handled art direction while Variable provided creative coding, data visualisation, and generative art execution. Long-term collaboration spanning 10 months of project work.
• Nexus StudioscoreStrategic or Co-development PartnerCollaborated on multiple projects including Dropbox Timespace for Creative Freedom campaign and Habito Sorting Algorithms animated short film. Nexus Studios provided commission and project management while Variable delivered technical execution.
• Hirsch & ManncoreStrategic or Co-development PartnerPartnership for H&M Infinite Dreams - generative art installation for flagship Regent Street store. Hirsch & Mann handled strategy, direction, and experience design while Variable delivered generative artwork and software.
• George P. Johnson Experience Marketing (GPJ UK)coreStrategic or Co-development PartnerGPJ invited Variable to collaborate on IBM Technology Garden for Wimbledon Championships 2019. GPJ managed project while Variable provided creative technology and real-time data visualisation.
• Digital CatapultminorStrategic or Co-development PartnerCritical Dialogues project - visual identity and interactive installation for Digital Catapult's London office exploring future applications of advanced digital technologies.
• Dalziel & PowminorStrategic or Co-development PartnerCollaboration on Chloé 'See with optimism' - face-mapped illustration mirror display retail experience. Dalziel & Pow provided creative direction while Variable delivered technical implementation.
• FreshBritainminorStrategic or Co-development PartnerWaterloo project - bespoke branding tool for Waterloo station retail space. FreshBritain handled project management while Variable provided generative design tool using Nodes.io.
• TellartminorStrategic or Co-development PartnerFlora project for PMO UAE Museum of Future Government Services. Tellart handled concept, direction and production while Variable provided design and technical implementation.
• Squint/OperaminorStrategic or Co-development PartnerMultiple collaborations including Siemens City Icon LED installation and IMA LDN infrastructure mapping application. Squint/Opera provided UX while Variable handled data visualisation and creative coding.
• InvicommminorStrategic or Co-development PartnerMaintel Digital Landscape project. Invicomm provided creative direction and brand expertise while Variable delivered data visualisation artwork.
• PentagramcoreStrategic or Co-development PartnerHebbia Motion Tool - partnership with Pentagram (branding) and Hebbia (client). Variable built the generative branding tool while Pentagram designed the brand system.
• Copenhagen Institute of Interaction Design (CIID)minorStrategic or Co-development PartnerMultiple collaborations including Sea Transport Network with Maersk and UCC Organism with Danish Agency for Culture. CIID provided concept and project management.
• Queen Mary UniversityminorStrategic or Co-development PartnerRat-Systems project monitoring naked mole-rat colony. Collaboration with data artist Julie Freeman and biologist Dr Chris Faulkes for data visualisation and artistic interpretation.
• Google Arts & CulturecoreStrategic or Co-development PartnerMRI of the Earth project with Refik Anadol Studios. Google Arts & Culture provided platform and collaboration framework while Variable contributed technical expertise in data visualisation and rendering.
• CentersquarecoreStrategic or Co-development PartnerData at the center - Generative Data Visualisation Tool. Centersquare commissioned Variable to create a comprehensive data visualisation tool that received multiple 2025 industry awards.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Resn: New Zealand-based creative technology studio combining design and code for global brand experiences; comparable for cross-medium digital craftsmanship at a similar studio size.
• onformative: Berlin-based creative studio specializing in generative design, data visualization, and interactive installations using custom code — same offering and category as Variable.
• Refik Anadol Studio: Los Angeles studio producing AI-driven data art installations for brands and museums; directly collaborated with Variable on MRI of the Earth — same niche of large-scale data-as-art.
• Studio NAND: Berlin creative-coding studio building bespoke interactive data-visualizations and real-time applications for clients; matches Variable's PEX/Nodes.io approach to bespoke tool creation.
• Random International: London-based contemporary art studio working at the intersection of art, technology, and brand commissions; comparable for high-budget, code-driven visual installations.
• Universal Everything: UK-based digital art studio creating generative brand experiences, motion identities, and large-scale installations for global brands (Nike, Apple, BBC). Same narrow specialization.
• Marshmallow Laser Feast: London-based experiential art collective building immersive, multi-sensory installations for cultural institutions and brands; overlap in immersive-installation execution and enterprise clientele.
• FIELD (formerly FIELD.io): London/creative studio producing generative real-time visuals and immersive experiences for brands and institutions; directly comparable in craft, scale, and client type.

Broad incumbents

• Hirsch & Mann: London creative agency with strategy and experience-design capabilities; partnered with Variable on H&M Infinite Dreams and represents a broader-incumbent alternative for similar briefs.
• Pentagram: Large multi-partner design firm that is both a client of Variable (Hebbia Motion Tool) and a competitor for brand identity briefs; broader scope but overlapping capabilities in motion identity and brand experiences.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/variable_io
• GitHubgithub.com/pex-gl
• YouTubevimeo.com/variablestudio
• Instagraminstagram.com/variable_io
• LinkedInlinkedin.com/company/variable-io

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Variable