Interactive Imagination

What Interactive Imagination does

Interactive Imagination Ltd is a privately held UK-based interactive technology company, founded in 1999 and operating from Elstree Film Studios in Hertfordshire, that designs, manufactures, and delivers bespoke interactive exhibits and installations for public spaces. Its portfolio spans interactive holographic mannequins and life-size holographic theatre systems, RFID-tagged interactive exhibits, stereoscopic 3D viewers (SSView and SSView V2), the HoloMesh nano-particle coated holographic mesh display, the Lift industrial lighting controller, and the proprietary Twilight Show Control System (SCS) — a distributed software platform that orchestrates lighting, projection, sensors, and gameplay logic across networked media players with remote monitoring and automated calibration. The company integrates AI capabilities into its installations, notably an NLP-based conversational Q&A platform (licensed from the University of Southern California) and the proprietary AIMVAQA (Artificial Intelligence Machine Vision Automated Q&A) system using depth-sensing cameras and LiDAR for real-time audience detection, localization, and interaction management.

The company serves four primary vertical segments: museums and visitor attractions (Natural History Museum, Imperial War Museum, Kew Gardens, Holocaust museums in Illinois and Dallas, UNESCO Zollverein, and multiple Danish museums), corporate clients (Siemens, FIAT, PA Consulting, Takeda, Coriant), retail brands (Harrods, Selfridges), and education (London Transport Museum, Magna Science Adventure Centre, CPH Skills). Notable installations include the HMS Belfast Gun Turret Experience for the Imperial War Museum, Holocaust survivor holographic theatres, the Coriant 10m x 3m interactive LED video wall at Mobile World Congress Barcelona (which won a Gold Award at the Field Marketing and Brand Experience Awards), and interactive displays for Harrods that reportedly sold more products in two weeks than in the prior 18 months.

The business model is project-based bespoke enterprise sales with quote-driven pricing, full-service delivery from concept through design, manufacture, installation, and ongoing maintenance, and a direct consultative go-to-market motion targeting global enterprise clients. Revenue streams consist of one-time project fees and recurring professional services for content management, remote monitoring, and system maintenance. The company is privately held with no disclosed funding rounds, no parent company, and a headcount of 1-10 employees, indicating a small, specialized, self-funded operation.

Name

Interactive Imagination

Legal name

Interactive Imagination Ltd

Website

https://iiltd.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Interactive Imagination is a UK-based interactive technology firm that designs and builds bespoke holographic, AR, AI, and RFID-powered exhibits and show-control systems for museums, corporations, retailers, and educational institutions worldwide.

Ownership category

akta.pro rank

Product category

Interactive Exhibit Design and Manufacturing

NAICS

Interior Design Services (541410), Graphic Design Services (541430), Indoor and Outdoor Display Advertising (54185), Performing Arts Companies (7111)

SIC

Services-Amusement & Recreation Services (7900), Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Motion Picture Theaters (7830)

akta.pro primary industry

Exhibition, Retail & Experiential Design (BPAHAKAL)

akta.pro secondary industries

Interactive & Immersive Content Production (AR/VR/3D) (BPAFAIAL), Video/IMAG & LED Wall Production (MPAGAKAD)

Keywords

• Interactive exhibit design
• Bespoke museum installations
• Holographic theatre systems
• Show control software
• Public space experiences

Headquarters

HQ city

Ayot Saint Lawrence

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, Supply Chain, Marketing or Sales

Revenue model

1. Bespoke Interactive Exhibits and Installations: Design, manufacture and delivery of custom interactive exhibits including holographic installations, RFID-based displays, stereoscopic viewers, and show control systems for museums, corporations, retail, and educational institutions.
2. Professional Services: Full-service support from initial concept through design, manufacture and delivery. Includes ongoing maintenance, remote monitoring, and content management services.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Interactive Imagination designs, manufactures, and delivers bespoke interactive exhibits and mechatronic installations for public spaces, including holographic mannequins and human holograms, RFID-based interactive displays, stereoscopic 3D viewers (SSView and SSView V2), HoloMesh holographic displays, industrial lighting controllers, and the proprietary Twilight Show Control System platform. The flagship offering is a turnkey Interactive Holographic Theatre that combines 4K LED video walls, AI/computer vision audience tracking, directional beamforming microphones, and NLP-driven conversational interaction for museums, visitor attractions, corporate, and retail clients.

Product overview

Interactive Imagination is a bespoke interactive exhibit technology company operating from Elstree Film Studios, offering a portfolio of proprietary hardware and software products for public spaces. The core offerings include Interactive Holograms (3D holographic mannequins and life-size human hologram systems), RFID Tagged Devices Exhibits (tactile interaction with tagged objects), Stereoscopic Viewers (SSView and SSView V2 for immersive 3D viewing), Lift Lighting Controllers (industrial lighting for elevators), HoloMesh holographic displays, and the Twilight Show Control System platform. The flagship Interactive Holographic Theatre solution integrates all these technologies—combining holographic projection, AI-powered NLP conversational systems, computer vision audience tracking, directional audio, and show control software—for memorial museums and visitor attractions. The company provides full-service support from concept through design, manufacture, and delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• Interactive Holograms 3D holographic mannequin and life-size human hologram systems featuring LED backlit displays, programmable light effects, and bespoke content management software for synchronized playback. Used by museums, retail visual merchandising teams, fashion brands, and visitor attractions for brand ambassadors, historical characters, and guides.
• RFID Tagged Devices Exhibit
• Lift Lighting Controller
• Stereoscopic Viewer (SSView)
• Stereoscopic Viewer Version 2 (SSView V2) Next-generation immersive stereoscopic viewer with pancake Micro-OLED displays at 2560x2560 per eye resolution, integrated stereo audio, CNC-machined aluminum enclosure, weatherproof and vandalproof design, and redesigned backend software for improved reliability and remote content management.
• HoloMesh Holographic Display Fully scalable holographic display system using fine mesh coated with nano-particle paint to balance light transmittance and reflection, creating holographic depth effects for museum and visitor attraction installations.
• Twilight Show Control System (SCS) Proprietary distributed software platform for orchestrating complex interactive installations, coordinating lighting, projections, sensors, gameplay logic, and real-time audience tracking across networked media players with automated calibration and remote monitoring capabilities.
• Interactive Holographic Theatre Turnkey holographic theatre solution combining ultra-HD LED video walls, automated stage lighting (DMX-controlled), directional microphone arrays, AIMVAQA AI audience tracking, and Twilight Show Control integration. Enables conversational interaction with holographic presenters for memorial museums and visitor attractions.

Quantifiable outcome

• Harrods reported selling more products in two weeks than in the previous 18 months after interactive installation
• +2 more outcomes

Named customers23 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 capability8 records

Feature9 records

Partnerships

Five partnerships are on record, tiered core and minor.

• EventWorks 4DcoreStrategic or Co-development PartnerPartnership for delivering holographic theatre installations. EventWorks 4D serves as the US-based partner, with Interactive Imagination providing the technical expertise and holographic systems integration. Collaborated on Illinois Holocaust Museum, Dallas Holocaust Museum, and UNESCO Zollverein installations.
• MakemefeelminorStrategic or Co-development PartnerCollaborative partner for exhibit design projects. Worked together on the Øhavsmuseet Flooding Landscape Model exhibit.
• University of Southern California (USC)coreTechnology or IntegrationLicensed the Natural Language Processing (NLP) platform developed by USC for use in holographic survivor testimonies at Illinois Holocaust Museum, enabling interactive Q&A with holographic figures.
• Shoah FoundationcoreStrategic or Co-development PartnerFounded by Steven Spielberg, the Shoah Foundation partnered with Interactive Imagination to develop holographic exhibit technology for recording and immortalising survivor testimonies of the Shoah of World War II.
• lottolabminorStrategic or Co-development PartnerCollaborated on The Beacon installation, designed by lottolab and built by Interactive Imagination and van der Graaf Studio.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ideum: Ideum designs and fabricates interactive multitouch tables, exhibits, and immersive installations for museums, science centers, and public spaces. Highly comparable to Interactive Imagination's bespoke touch-screen and RFID-based exhibit offering for the same institutional client base.
• Electrosonic: Electrosonic is an AV integrator specializing in immersive experiences for museums, theme parks, and corporate environments. Overlaps with Interactive Imagination on the technology integration side but operates at much larger scale as a generalist integrator.
• Moment Factory: Moment Factory creates immersive multimedia environments combining projection mapping, lighting, sound, and interactive technology for museums, public spaces, and brand experiences. Comparable in scope to Interactive Imagination's Experiential Design plus LED/projection integration offerings, though at materially larger scale.
• D-BOX Technologies: D-BOX provides haptic and immersive motion experiences for entertainment, museums, and simulation markets. Overlaps with Interactive Imagination on immersive experiential installations and AV integration in public venues.
• Obscura Digital: Obscura Digital (now part of Float4) designs immersive digital installations for retail, museums, and brand experiences. Directly comparable on AR/VR, projection, and interactive retail installations.
• BRC Imagination Arts: BRC Imagination Arts designs and produces branded environments, museums, and visitor experiences globally. Comparable to Interactive Imagination's museum and visitor-attraction focus but with broader brand-environments scope.
• teamLab: teamLab produces large-scale interactive digital art installations combining projection, sensors, and real-time rendering for museums and exhibitions. Overlaps with Interactive Imagination's immersive holographic and LED installations for visitor attractions.
• Second Story (Downstream): Second Story (part of Downstream) creates interactive storytelling experiences for museums, brand environments, and public spaces, combining digital media with physical design. Comparable to Interactive Imagination's interactive exhibit and show-control systems.

Broad incumbents

• Christie Digital: Christie Digital produces projection and visualization systems used in museums, large venues, and immersive experiences. Adjacent incumbent providing hardware often specified in Interactive Imagination's theatrical installations.
• Barco: Barco manufactures projection, LED display, and visualization technology used in control rooms, cinemas, and large venues. Comparable as a technology supplier for the LED/projection stack that Interactive Imagination integrates into its exhibits.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/ltd_interactive
• YouTubeyoutube.com/channel/UCG19IFaWcQZ5OGHnQX1U_rw
• Facebookfacebook.com/InteractiveImagination
• LinkedInlinkedin.com/company/interactive-imagination-ltd

Revenue estimate

Valuation estimate

Number of profiles

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 Interactive Imagination