UBS Digital Art Museum

What UBS Digital Art Museum does

UBS Digital Art Museum (Digital Art Museum GmbH) is a single-site, purpose-built digital and immersive art museum under construction in Hamburg's HafenCity district. The venue is being developed by founder Lars Hinrichs (XING) and operated by CEO Caren Brockmann, with Caren Brockmann leading operations and Ulrich Schrauth as Artistic Director. The 6,500 m² facility includes over 20 exhibition rooms with up to 12-meter ceilings and a 180 m² outward-facing media facade, designed specifically to host the teamLab Borderless concept as its permanent anchor exhibition — the first permanent teamLab Borderless venue in Europe. Underlying technology relies on Epson high-performance projection, dense arrays of computers and sensors, and teamLab's real-time interactive rendering stack, where artworks move between rooms, communicate, and respond to visitor movement.

The business model is consumer-facing and event-driven: ticket admission via a vivenu-powered self-serve platform, gift vouchers, on-site merchandise, and planned educational programs for school groups. Pricing is not publicly disclosed. The pre-opening campaign is anchored by flagship naming-rights partner UBS plus core-tier commercial partners Hapag-Lloyd (September 2024) and SIGNAL IDUNA (April 2025), with Epson as technology partner, Pace Gallery as the international sales representative for teamLab, PHI Montréal for artist residencies and joint programming, and vivenu for ticketing. Operating geographies are restricted to Germany (DEU) with no global footprint claim. The museum is pre-revenue, with planned opening in 2026 and a year-one visitor target of 700,000, benchmarked against teamLab Planets Tokyo's 2.5M+ year-one performance.

Name

UBS Digital Art Museum

Legal name

Digital Art Museum GmbH

Website

https://digitalartmuseum.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

UBS Digital Art Museum is a purpose-built 6,500 m² digital and immersive art venue in Hamburg's HafenCity, set to host Europe's first permanent teamLab Borderless exhibition, with planned 2026 opening, 700,000 year-one visitor target, and consumer-facing ticket, gift-voucher, and merchandise revenue.

Ownership category

akta.pro rank

Product category

Digital Art Museum / Immersive Cultural Attraction

NAICS

Museums (71211), Museums, Historical Sites, and Similar Institutions (7121), Museums (712110), Museums, Historical Sites, and Similar Institutions (712)

akta.pro primary industry

Art Museums (THAJADAA)

Keywords

• Digital art museum
• Immersive art exhibition
• Interactive art installations
• TeamLab Borderless
• Museum ticketing

Headquarters

HQ city

Hamburg

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Museum Admission Tickets: Visitors purchase tickets for entry to the teamLab Borderless exhibition. Pre-opening tickets are already available for purchase, with tickets valid for entry during the opening month once the opening date is confirmed.
2. Gift Vouchers: Gift vouchers available for purchase, redeemable for museum tickets at a later date.
3. Educational Programs and School Visits: Accompanying educational program and special offers for schoolchildren planned as part of the museum offering.
4. Merchandise: Museum mentioned selling merchandise alongside tickets and other offerings.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

UBS Digital Art Museum operates a purpose-built 6,500 m² digital and immersive art museum in Hamburg's HafenCity, exhibiting the permanent teamLab Borderless Hamburg collection. Visitors purchase tickets to experience interactive, sensor-driven digital artworks displayed via high-performance Epson projectors across more than 20 rooms with ceilings up to 12 meters high. The offering combines ticketed exhibition access, gift vouchers, planned school/educational programs, and museum merchandise.

Product overview

The UBS Digital Art Museum is a single, unified physical museum product featuring the permanent teamLab Borderless Hamburg exhibition as its core offering. The museum offers immersive digital art experiences with no boundaries between artworks or between art and visitors. Additional products include gift vouchers. The museum uses Epson high-performance projectors to create immersive experiences. The ticketing system is provided through vivenu platform.

Differentiator

Problem solved

Functional benefit

Products and services

• teamLab Borderless Hamburg Permanent immersive digital art exhibition by international art collective teamLab. Artworks move between rooms, communicate with each other, and interact with visitors without fixed boundaries, creating a continuous, borderless art world. Target audience: tourists, art enthusiasts, families, school groups, and general public seeking multisensory interactive experiences.
• Gift Vouchers (Gutscheine) Redeemable gift vouchers for the teamLab Borderless Hamburg exhibition. Purchasers gain flexibility to redeem museum tickets at a time of their choice once the opening date is confirmed. Target audience: individuals buying gifts for family, friends, and colleagues.
• Educational Programs and School Visits Planned educational offerings and special school-group rates for the teamLab Borderless Hamburg exhibition, designed to engage students and support art curriculum enrichment. Target audience: school groups, teachers, and educational institutions.
• Museum Merchandise Branded merchandise sold at the museum alongside tickets and other offerings. Target audience: museum visitors and gift buyers.

Quantifiable outcome

• teamLab Planets Tokyo achieved Guinness World Record as most visited single art museum with 2.5+ million visitors in one year
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• SIGNAL IDUNAcoreGTM or Marketing Partner · 8 April 2025SIGNAL IDUNA, a leading insurance and financial services provider in Germany with approximately 7 billion euros in premium income and over 12 million insured persons, partnered to support access to digital art. The partnership aligns with SIGNAL IDUNA's 'Momentum 2030' strategy focusing on digital transformation. CEO Ulrich Leitermann emphasized commitment to innovation, digitalization, and the Hamburg location. SIGNAL IDUNA employs around 13,700 people.
• Hapag-LloydcoreGTM or Marketing Partner · 5 September 2024Hapag-Lloyd partnered with UBS Digital Art Museum to connect the world across oceans through digital possibilities. The partnership aligns with the 'teamLab Borderless' exhibition where visitors bring a digital ocean to life. Hapag-Lloyd, one of the world's leading liner shipping companies with fleet of 280 container ships and presence in 140 countries, emphasizes digital solutions and sustainability. The Hamburg HafenCity is Hapag-Lloyd's home port for 177 years.
• UBSflagshipGTM or Marketing Partner · 27 April 2023UBS is the naming partner (Namenspartner) of the museum. UBS Digital Art Museum represents the long-term partnership between Digital Art Museum GmbH and UBS, one of the world's largest asset managers known internationally for arts and culture engagement. UBS supports the museum as a local partner, with its worldwide network, and as a renowned player on the international art market. Tobias Vogel, Board Member and Head Investment Bank of UBS Europe SE, stated UBS's commitment to Hamburg where they have been established for over 25 years.
• EpsoncoreTechnology or IntegrationEpson provides high-performance projectors for creating unforgettable immersive experiences. The world market leader in projection technology contributes expertise to create visual worlds where visitors can immerse themselves and experience art uniquely. The technology partnership enables the multisensory experiences central to the teamLab exhibition.
• Pace GallerycoreStrategic or Co-development PartnerPace Gallery began representing teamLab in 2014 and continues as the art collective's representative. teamLab's works are in permanent collections of major museums worldwide including Museum of Contemporary Art Los Angeles, Art Gallery of New South Wales, and Asia Society Museum New York.
• ECE GroupcoreStrategic or Co-development PartnerECE Group (Hamburg real estate specialist) developed the innovative mixed-use property complex in HafenCity together with Harmonia Immobilien and Studierendenwerk Hamburg. The complex includes international student housing, a daycare center, and approximately 600 apartments alongside the Digital Art Museum.
• Harmonia ImmobilienminorStrategic or Co-development PartnerCo-developer of the mixed-use property complex in HafenCity where the museum is located.
• PHI MontréalcoreStrategic or Co-development PartnerPHI, one of the leading cultural institutions for digital and immersive art, signed a cooperation agreement during Mayor Dr. Peter Tschentscher's delegation trip to Montreal. The partnership establishes the foundation for international artist residencies and a joint exhibition program between Hamburg and Canada.
• vivenucoreTechnology or Integrationvivenu GmbH provides ticketing software and services enabling the museum to sell tickets and process transactions with customers. vivenu operates as a technology platform and payment processor for ticket sales.
• MBN (General Contractor)coreImplementation/ SI/ Consulting PartnerMBN is the general contractor responsible for building construction after foundations were laid. The construction company is driving forward the building construction phase.

Scale indicators7 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• ARTECHOUSE: Pioneering digital art museum operator in the US (NYC, DC, Miami) with large-format immersive installations. Direct conceptual peer in the dedicated digital immersive art museum category.
• Atelier des Lumières (Paris): Immersive digital art center in Paris operated by Culturespaces, projecting classical and contemporary art across large-scale industrial spaces. Direct competitor in the European immersive digital art museum category.
• teamLab Borderless (Tokyo/Japan): The original teamLab Borderless exhibition being replicated at UBS Digital Art Museum Hamburg; the same content, same exhibition name, same art collective. The Hamburg venue explicitly aims to transplant this Tokyo experience to Europe.
• Frameless (London): London's largest immersive arts and culture experience, opening in 2022 with multiple galleries of digital/immersive art. Closest direct competitor in the UK/European immersive digital art category.
• teamLab Planets (Tokyo): The Tokyo flagship by the same content creator (teamLab) that supplies UBS Digital Art Museum's Borderless exhibition. Same immersive projection technology, same visitor-engagement model, with 2.5M+ visitors in one year — the most directly comparable venue.

Emerging players

• Baselitz / MUTEK (digital arts ecosystem): MUTEK is an international digital arts festival with venues in Montreal and Mexico. Comparable focus on digital and immersive art as cultural experiences, though event-based rather than permanent museum.
• PHI Centre (Montréal): Leading Canadian cultural institution for digital and immersive art, with which UBS Digital Art Museum has a cooperation agreement for joint exhibitions and artist residencies. Comparable focus on immersive digital art programming.

Regional players

• Elbphilharmonie (Hamburg): Iconic Hamburg concert hall and cultural landmark located adjacent to UBS Digital Art Museum in HafenCity. Comparable as a destination cultural venue anchoring Hamburg's cultural corridor and competing for tourist spend.

Broad incumbents

• Van Gogh Museum (Amsterdam): Major European art museum consistently ranking among Google's most popular museums globally (alongside teamLab). Comparable in audience profile (tourists, art enthusiasts) and revenue model (ticketed admissions), though traditional rather than digital.
• Centre Pompidou: Major European contemporary art museum with significant digital art programming and exhibitions. Adjacent incumbent in the broader European museum landscape with overlapping audiences.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@DigitalArtMuseum
• Facebookfacebook.com/DigitalArtMuseum
• LinkedInlinkedin.com/company/digital-art-museum-hamburg
• Instagraminstagram.com/digitalartmuseum
• TikToktiktok.com/@digitalartmuseum

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 UBS Digital Art Museum