Spectacle

What Spectacle does

Spectacle is a Phoenix, Arizona-based custom fabrication company founded by brothers Mike and Pat Murray (the "Maker Twins") that designs, builds, and activates technically demanding interactive brand experiences, architectural installations, and experiential marketing displays. The firm operates from a single fabrication facility at 1614 West Roosevelt Street in Phoenix with a core team of approximately 7 people spanning engineering, design, programming, fabrication, and art, executing end-to-end project delivery from concept through installation and activation. The company's customer base is concentrated among large enterprise brands, ad agencies, event producers, sports organizations, and institutions, including Nike, Google, Amazon, Netflix, Toyota, Wendy's, Frito Lay, Tostitos, Doritos, Waste Management, Carvana, Hulu, Creighton University, the University of Oregon, and the City of Phoenix.

The company's technical capabilities are broad and integrated: 3D modeling, CNC machining, welding and metalwork, custom electronics, AV and lighting integration, robotics and motion control, show control and automation, projection mapping, RFID-enabled interactivity, and dynamic digital content. Notable outputs include a 44-foot steel Saguaro cactus at Super Bowl LVII (23,000 lbs of steel, 22,000 programmable LEDs, 2,500 man-hours), a 125-foot floating golf-ball lake sign made from 8 tons of recycled golf balls, and a 26,000-square-foot immersive theater production for the Arcane Secret Cinema experience. Service lines are organized into four areas: Architectural & Interior Fabrication, Professional Sport Event Fabrication, Brand Experience Fabrication, and Custom Vending Machines.

Revenue mechanics are entirely project-based and bespoke: engagements are driven through direct enterprise sales, quote-based per-project pricing, and a "Schedule a Call" CTA, with no public pricing, no recurring software or licensing stream, and no e-commerce channel. Geographic delivery spans at least eight U.S. states from a single Phoenix facility, with the firm handling shipping, logistics, and local vendor management. The company appears to be founder-owned and independent, with no disclosed outside investors, funding rounds, M&A, or formal partnership agreements in the available data.

Name

Spectacle

Legal name

Spectacle

Website

https://spectacle.works

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Spectacle is a Phoenix-based custom fabrication company that designs, builds, and activates interactive brand experiences, architectural installations, and custom vending machines for enterprise clients across sports, entertainment, and consumer goods.

Ownership category

akta.pro rank

Product category

Custom Fabrication Services

akta.pro primary industry

Event Fabrication & Scenic/Set Build (Custom Builds, Installations) (BPAFAGAK)

Keywords

• Custom fabrication services
• Experiential marketing fabrication
• Brand activation fabrication
• Interactive installation design
• Architectural fabrication services

Headquarters

HQ city

Phoenix

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Fabrication Services: Bespoke fabrication of interactive experiences, brand activations, and permanent exhibits. Projects are custom-designed and built to client specifications, likely quoted per project rather than recurring.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Spectacle is a Phoenix-based custom fabrication studio that designs, builds, and activates interactive experiences for event producers, advertising agencies, architects, interior designers, professional sports organizations, and brands. The firm delivers bespoke projects end-to-end, combining mechanical fabrication (CNC machining, welding, metalwork), custom electronics, show control and automation, robotics, projection mapping, and on-site delivery and installation across four service lines: architectural & interior fabrication, professional sport event fabrication, brand experience fabrication, and custom vending machines.

Product overview

Spectacle is a custom fabrication company that designs, builds, and activates technically challenging brand experiences and permanent exhibits. The company operates as a unified service offering organized across four core service areas: Architectural & Interior Fabrication, Professional Sport Event Fabrication, Brand Experience Fabrication, and Custom Vending Machines. Their capabilities span gamification experiences, robotics and animatronics, custom automotive, custom electronics, show control and automation, RFID technologies, dynamic digital displays, CNC machining, and high tech automation. The company serves event producers, architects, advertising agencies, and brands seeking interactive and experiential displays.

Differentiator

Problem solved

Functional benefit

Products and services

• Architectural & Interior Fabrication Technically demanding multi-faceted fabrication for architectural and interior projects, including public art installations, focal points, multi-material builds, museum-like features, and interior design centerpieces that integrate metalwork, electronics, lighting, and engineering approval. Served clients include University of Oregon, Creighton University Heider College of Business, Nike Global Headquarters, Google Cloud HQ, and the City of Phoenix.
• Professional Sport Event Fabrication Innovative branding fabrication for professional sports events and golf tournaments, including floating lake signs, custom tee backers, hedge walls, floating logos, shade structures, photo booths, and animatronic elements. Designed for TV-optimized visibility and reusability across events. Past projects include Waste Management Phoenix Open builds, Troon floating golf island, and Northern Trust floating lake sign.
• Brand Experience Fabrication End-to-end design, build, and activation of experiential brand experiences including gamification, robotics, animatronics, custom automotive builds, immersive set fabrication, and interactive installations for Super Bowl activations, Comic-Con show floors, music festivals, and consumer events. Past engagements include Amazon's The Tick (Comic-Con 2017), Frito Lay/Tostitos Super Bowl LVII, Netflix Cowboy Bebop (Complexcon 2021), Wendy's tweet-powered vending (Final Four 2022), Hulu Castle Rock (Comic-Con 2018), Carvana Gigavend, Toyota SXSW paintball turret, and Doritos E3 2018 arcade joystick.
• Custom Vending Machines Design and fabrication of bespoke vending machines for brand activations, with customizable shapes, buttons, touchscreen interfaces, randomized prize programming, RFID activation, tweet activation, and themed mini-games. Built for festivals, conferences, and pop-up activations. Past deployments include Carvana Gigavend, Netflix Cowboy Bebop '3, 2, 1 Let's Vend' at Complexcon 2021, and Wendy's Final Four 2022.

Quantifiable outcome

• Record-breaking arcade game: world's largest fully functional joystick at E3
• +3 more outcomes

Named customers17 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• MKG: Independent experiential marketing and creative agency that produces brand activations, events, and immersive experiences — closely comparable to Spectacle in service mix and client target.
• Jack Morton Worldwide: Global brand experience agency that designs and builds experiential marketing activations, brand experiences, and events for Fortune 500 clients — directly overlapping Spectacle's brand experience fabrication work at a much larger scale.
• Momentum Worldwide: Global experiential marketing agency under IPG that designs and produces brand experiences, sponsorships, and live activations — a direct competitor for the type of high-profile brand activations Spectacle executes.
• Fake Love (Deloitte Digital): Experiential design and immersive experience studio (now part of Deloitte Digital) known for custom-built interactive installations — highly comparable to Spectacle's brand experience fabrication work, particularly for tech and entertainment clients.
• Sparks: Global experiential marketing agency under Dentsu that designs and produces live brand experiences and corporate events — competes with Spectacle for enterprise experiential engagements.
• George P. Johnson Experience Marketing: Large experiential marketing agency specializing in brand experiences, events, and trade-show activations for enterprise clients — competes with Spectacle for the same Fortune 500 experiential RFPs.
• Optimist: Creative experiential agency that designs and builds custom brand activations, installations, and live events — directly comparable boutique peer to Spectacle in scope and craft.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Spectacle_Works
• Facebookfacebook.com/Spectacle.MadeYouLook
• LinkedInlinkedin.com/company/spectacleworks

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Spectacle