What Universal Everything does

Universal Everything is a privately held digital art and experience design studio founded in 2004 in the United Kingdom, operating from a Sheffield headquarters with team members based in London and New York. The studio specialises in creating "living motion" — generative, real-time, and procedural CGI systems that produce digital lifeforms, immersive brand installations, and audio-reactive spatial experiences. Core technical capabilities span motion capture, real-time rendering, generative art systems, spatial audio, VR/AR/XR, projection mapping, and proprietary procedural software for crowd simulation and character animation. Under the direction of founder and creative director Matt Pyke, the studio operates with a small core team of approximately 13 people covering motion design, interactive design, sound, technical operations, and production.

The studio generates revenue across four streams: bespoke commissioned projects for global brands (Apple since 2006, Hyundai Motorstudio since 2017, Chanel, BMW, LG Uplus, MTV, Samsung, The Hyundai department store, Marriott, Incheon Airport, Deutsche Bank, AT&T, Google, IBM); institutional exhibitions and permanent museum collections (MoMA, V&A, ZKM, Borusan Contemporary, Thoma Foundation, Sifang Art Museum, ACMI, Science Museum London); limited edition artwork sales in editions of 6 via direct negotiation and an online shop (shop.universaleverything.com); and VR/AR experience licensing across Steam VR, Oculus Quest, and Apple Vision Pro. Pricing is opaque and negotiated per engagement; no public pricing exists for commissions or editions. Distribution relies primarily on earned media, international exhibitions, and a curated online portfolio rather than paid advertising.

The business is founder-controlled, privately incorporated as Universal Everything Ltd in England and Wales (company number 05574344), and has operated without external venture or private equity capital. Its competitive position rests on an 18-year track record, accumulating artistic IP held in five permanent institutional collections, a published monograph ("What is Universal Everything?" by Unit Editions), and a portfolio of major design awards including the Prix Ars Electronica Golden Nica (2014), Red Dot Design Awards (2013, 2025), D&AD In Book, iF Communication Design Award, and Sundance New Frontiers premiere (2018). Work is distributed through both elite cultural venues and mass-market consumer technology (Apple products used by billions), a positioning rare for a studio of this size.

Name

Universal Everything

Legal name

Universal Everything Ltd

Website

https://universaleverything.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

Universal Everything is a UK-based digital art and experience design studio founded in 2004 that creates proprietary generative CGI systems and immersive installations for global brands (Apple, Hyundai, Chanel, BMW, LG) and major museums worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Bespoke Design & Research Commissions: The studio is hired by major brands (Apple, Hyundai, BMW, Chanel) for confidential design and research projects, large-scale brand installations, and experience design. These bespoke commissions generate project-based revenue, typically long-term collaborations with enterprise clients.
2. Artwork Licensing & Editions: Major artworks are available as limited editions (editions of 6) to collectors, museums, and institutions. Works like Transfiguration, Infinity, Walking City, and Communion are sold as editions. Collections include Borusan Contemporary (Turkey), Thoma Foundation (USA), ZKM Museum (Germany), Onassis Foundation (Greece), Sifang Art Museum (China), and private collectors.
3. Limited Edition Print Sales: The studio operates an online shop selling limited edition prints of works such as Superconsumers. Direct-to-consumer sales of physical art prints.
4. VR/AR Experience Licensing: VR experiences such as Emergence VR, Inside the Sound (360° audiovisual environments), and Ultrasound VR (Apple Vision Pro) are available for licensing or exhibited at venues, generating licensing revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Universal Everything is a digital art and experience design studio that creates bespoke generative digital artworks, immersive installations, VR/AR experiences, and brand experience design for global clients. The studio produces commission-only projects including digital lifeforms, video walls, projection mapping, generative sculptures, VR environments, and spatial audio experiences for luxury brands (Chanel, BMW, Hyundai), technology corporations (Apple, Google, Intel, IBM), and cultural institutions (MoMA, V&A, ZKM). It also sells limited edition prints and licenses artwork editions for collectors and museums.

Product overview

Universal Everything is a media art and experience design studio that creates living motion for future experiences. Rather than a traditional software product platform, they offer a portfolio of artistic services and installations organized around themes including Digital Lifeforms (inventing new forms of life using technology), Living Brands (bringing brand identities to life for clients), Immersive Ecosystems (spatial experiences with architects), Responsive Sound (spatial audio experiences), and Positive Futures (visualising sustainable scenarios). Their portfolio includes specific art installations and experiences such as Run Forever, Infinity, Emergence VR, Transfiguration, Walking City, Tetrachromia, Migrations, Symbiosis, and Ultrasound VR. The studio collaborates with global brands including Apple, Hyundai, Chanel, BMW, MTV, and Samsung, and exhibits internationally at venues including MOMA, V&A Museum, and 180 Studios London.

Differentiator

Problem solved

Functional benefit

Products and services

• Bespoke Design and Research Commissions Direct bespoke design, research, and experience design commissions for global brands (Apple, Hyundai, BMW, Chanel, Samsung, Google) and cultural institutions. Engagements are confidential, negotiated individually, and typically long-term collaborative relationships.
• Run Forever A digital media artwork for Hyundai Motorstudio Busan visualising Hyundai's sustainable design and green energy vision, depicting a runner transforming from water to hydrogen to pure energy.
• Infinity An endless 8K generative video artwork depicting a constant stream of vibrant, unique characters walking by, with each individual possessing personality, hair physics, movement styles, and appearances that never repeat.
• Emergence VR An immersive VR open-world art experience visualising patterns of human behaviour, where users control one avatar amongst a mass of thousands of autonomous strangers who react to player movement with intelligent behavior including avoidance, following, and mimicry.
• Transfiguration An ever-evolving walking figure that transforms in front of viewers' eyes, depicting evolution through elemental materials like fire, rock, and water. The 2020 version is a complete rework of the original 2011 system using custom-made procedural software.
• Walking City A CGI artwork on architecture, evolution, and movement, depicting an evolving building in movement using custom software to create shifting shapes, patterns, and geometric forms. Awarded the Golden Nica at Ars Electronica in 2014.
• Forever A monolithic generative digital sculpture commissioned by the V&A Museum courtyard in London, featuring a generative video wall paired with an evolving generative soundtrack and podcast series, producing a never-ending stream of forms that disappear as quickly as they appear.
• Tetrachromia A CGI artwork inspired by the expanded range of colours that exist beyond normal human perception, depicting nature through the eyes of a bird with additional colour vision.
• Migrations A procession of kaleidoscopic future creatures - surreal animals that could be the next step in evolution - created using adapted motion capture data to envision evolved forms of future wildlife.
• Symbiosis An interactive microscopic duet where users explore how evolution works by combining with another person to create tiny new digital life through touch-driven interaction.
• Ultrasound VR A next-generation interactive music experience for Apple Vision Pro combining Spatial Audio with audio-reactive sound-sculptures using LIDAR and hand tracking. Users build sound compositions by drawing in space with sound layers dancing in augmented environments.
• Limited Edition Print Sales Direct-to-consumer sales of limited edition prints of artworks such as Superconsumers via the studio's online shop (shop.universaleverything.com). Pricing is not publicly disclosed.
• Artwork Editions and Licensing Major artworks available as limited editions (editions of 6) for licensing and acquisition by collectors, museums, and institutions including Borusan Contemporary, Thoma Foundation, ZKM Museum, Onassis Foundation, and Sifang Art Museum.

Quantifiable outcome

• Apple consumer products with Universal Everything's work are used by billions of people worldwide
• +5 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eleven partnerships are on record, tiered major, supporting, flagship and core.

• LG UplusmajorStrategic or Co-development PartnerUniversal Everything partnered with LG Uplus for MWC 2026 in Barcelona to present media art exhibitions as part of LG Uplus's Sovereign AI, data centre, and media art showcase. LG Uplus, led by President Hong Bum-Shik, showcased its people-centered AI vision at a 872 sqm booth. Universal Everything's media art exhibition was one of three partner exhibits alongside LG AI Research Institute (Sovereign AI) and Furiosa (data centre).
• LG AI Research InstitutemajorStrategic or Co-development PartnerLG AI Research Institute partnered with LG Uplus and Universal Everything for the MWC 2026 exhibition, focusing on Sovereign AI demonstrations alongside Universal Everything's media art exhibition.
• FuriosasupportingTechnology or IntegrationFuriosa, a technology company, was partnered with LG Uplus alongside Universal Everything for MWC 2026, contributing data centre expertise to the exhibition showcase.
• AppleflagshipStrategic or Co-development PartnerUniversal Everything has collaborated with Apple teams in Cupertino and Europe since 2006 on confidential design and research projects. The studio is hired to push the boundaries of creative expression enabled by new software, sensors, or hardware. This long-term collaboration has resulted in the studio's work finding its way into Apple consumer products used by billions. Most recent collaboration includes Ultrasound VR for Apple Vision Pro (2026) and Super You app (2021).
• Simon Pyke (Free Farm)coreStrategic or Co-development PartnerLong-term collaborator Simon Pyke (aka Free Farm, formerly Warp Records pioneer) composes music and sound design for Universal Everything's works. Collaboration spans audio-reactive installations, spatial audio experiences, and music visualisations including the Spatial/Ornamental/Tribal/Colossal album series. Simon Pyke's Shepard tone compositions create auditory illusions for immersive VR environments.
• field.iosupportingTechnology or Integrationfield.io collaborated with Universal Everything on Communion (2011) — an immersive 360-degree audio-visual installation shown at La Gaîté Lyrique, Paris. Field provided technical expertise for the complex spatial installation.
• Benjamin Millepied / LA Dance ProjectcoreStrategic or Co-development PartnerUniversal Everything collaborated with choreographer Benjamin Millepied and the LA Dance Project on Presence (2013) — a series of motion-captured video art pieces commissioned by Media Space at the Science Museum London. The collaboration explored the essence of choreography, movement, and the human form through abstract digital sculptures.
• Dwayne-Antony SimmssupportingStrategic or Co-development PartnerDancer and choreographer Dwayne-Antony Simms collaborated with Universal Everything on Machine Learning (2018) — a four-part animated film exploring motion capture research. The duet between machine and dancer served as both artistic expression and data source for creating natural moving forms.
• ArtivivesupportingStrategic or Co-development PartnerUniversal Everything was commissioned by Artivive to exhibit Tetrachromia and Infinity as part of the Age of Light immersive media art garden at Seoul Metro Art Center (Gyeongbokgung station). Artivive coordinates the broader cultural project hosted by KOCCA and South Korea's Ministry of Culture, Sports and Tourism.
• KOCCA (Korea Creative Content Agency)supportingStrategic or Co-development PartnerKOCCA and South Korea's Ministry of Culture, Sports and Tourism commissioned the Age of Light exhibition at Seoul Metro Art Center, featuring Universal Everything's Tetrachromia and Infinity works as part of an immersive cultural project in Gyeongbokgung station.
• LG AI Research InstitutemajorStrategic or Co-development PartnerLG AI Research Institute partnered with LG Uplus and Universal Everything for MWC 2026, focusing on Sovereign AI demonstrations alongside Universal Everything's media art exhibition.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• teamLab: Tokyo-based interdisciplinary art collective creating large-scale digital art installations and immersive experiences. Closest direct peer to Universal Everything in terms of blending art world credibility with commercial brand commissions and immersive public installations.
• Moment Factory: Montreal-based multimedia studio specializing in immersive environments, video mapping, and interactive experiences for brands, museums, and public spaces. Operates with similar bespoke commission + museum exhibition business model.
• Refik Anadol Studio: LA-based media artist and studio creating large-scale AI-driven data sculptures and immersive installations. Direct competitor in the high-end generative/AI art installation category with comparable institutional and brand client base.
• United Visual Artists (UVA): London-based art and design practice working at the intersection of sculpture, architecture, and digital technology. Creates immersive installations for museums, brands, and public spaces — closely comparable scale, geography, and creative approach to Universal Everything.
• Random International: London-based collaborative studio for experimental art and design, known for large-scale interactive installations (e.g., Rain Room). Operates with similar boutique team structure and dual museum/brand revenue model.
• field.io: London-based generative design and technology studio creating data-driven installations and brand experiences. Direct competitor in generative art + brand commission space; has even collaborated with Universal Everything on Communion (2011).
• Artechouse: US-based operator of immersive digital art exhibition spaces featuring work by artists using technology including AI, XR, and interactive installations. Comparable positioning at intersection of digital art, brand partnerships, and public exhibitions.
• onformative: Berlin-based studio for generative design and creative technology. Comparable in focus on custom-built generative software for brand installations, data visualization, and immersive experiences.
• Obscura Digital: San Francisco-based digital art and immersive experience studio known for large-scale projection mapping and brand installations. Direct competitor in the bespoke brand installation and immersive media art category.

Emerging players

• Studio NAND: Munich-based creative technology studio working on data-driven installations and generative experiences for museums and brands. Smaller scale but directly comparable practice area.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/universalevery
• Facebookfacebook.com/universaleverything
• LinkedInlinkedin.com/company/universal-everything

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Universal Everything