What VS Group does

VS Group, operating commercially as VS-FACTORY®, is a Paris-headquartered boutique creative agency that designs immersive brand and architectural experiences for luxury houses and major international corporations. Founded in 1998-1999 by Martin Dorai, the firm operates through the legal entity MD CONSEIL SAS, a French Société par actions simplifiée based at 11 Rue Castex, Paris. VS-FACTORY® is a registered creative trademark (INPI n°4225628) owned personally by Martin Dorai, and the firm maintains a small, specialized team (11-50 employees) with Thomas Dorai serving as Président of MD CONSEIL SAS.

The agency's core intellectual property is its proprietary Strategic Immersive Architecture® (S.I.A.®) methodology, a five-phase framework (Vision, Concept, Architecture, Production, Exploitation) that integrates strategy, immersive design, and architectural principles to deliver coherent, durable physical, digital, and hybrid environments. Technology components include projection mapping, real-time scenography, interactive surfaces, AI-enhanced design (marketed as 'Responsible Intelligence'), and tactile/spatial design, applied across categories such as Luxury Brand Experiences, Live Immersive Experiences, Cultural Immersive Experiences, Experiential Spaces, Digital Experiences, Immersive Exhibitions, and Corporate Experiences. The firm has delivered 100+ projects for marquee clients including Chanel, Dior, Chaumet, L'Oréal, Yves Rocher, Longchamp, Audi, Renault, Dassault Aviation, Airbus, EDF, Veolia, Google, Intel, and others across 15+ countries spanning Europe, Africa, the Middle East, North America, and Asia Pacific.

VS-FACTORY® generates revenue exclusively through bespoke, project-based professional services engagements with enterprise clients; pricing is fully custom-quoted and not publicly disclosed. The go-to-market motion is direct enterprise engagement driven by portfolio reputation and creative pitches, with no self-service, product catalog, or channel partner model. Distribution relies on a website portfolio showcase and organic social channels (LinkedIn, Instagram, Facebook, TikTok). Strategic partnerships with Lonsdale, FG Design, Narrative-Espace, and Philippe Gérard extend delivery capacity. The firm is founder-owned with no disclosed external equity, venture capital, or private equity involvement.

Name

VS Group

Legal name

MD CONSEIL SAS

Website

https://vs-factory.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

VS Group, operating as VS-FACTORY®, is a Paris-based boutique creative agency founded in 1999 that designs bespoke immersive brand and architectural experiences for luxury houses (Chanel, Dior, L'Oréal) and major international corporations (Audi, Dassault Aviation, EDF, Google) across 15+ countries, using its proprietary S.I.A.® methodology.

Ownership category

akta.pro rank

Product category

Immersive Experience Design Services

akta.pro primary industry

Event Rentals (Tents, Furniture, A/V, Decor) (HSACAAAG)

Keywords

• Immersive experience design
• Luxury brand experiences
• Strategic immersive architecture
• Experiential scenography services
• Live immersive events

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Creative Consultancy & Direction: VS-FACTORY® generates revenue through bespoke creative consultancy, artistic direction, and immersive architecture design services for enterprise clients. Projects are custom-designed and delivered from concept through execution, serving luxury brands and major corporations.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

VS-FACTORY® is a boutique creative agency that designs and delivers bespoke immersive experiences for enterprise clients through its proprietary Strategic Immersive Architecture (S.I.A.®) methodology. The firm conceives, architects, produces, and deploys brand experiences, live events, cultural installations, experiential spaces, and digital environments for luxury brands, automotive, aerospace, energy, telecommunications, and cultural sector clients across Europe, Africa, the Middle East, Asia, and North America.

Product overview

VS-FACTORY® is a Strategic Immersive Architecture firm that operates as a creative services agency rather than a software product company. Their core offering is the S.I.A.® (Strategic Immersive Architecture) methodology, which structures immersive experience design from vision through concept, architecture, production, and exploitation. The company delivers specialized services including Luxury Brand Experiences (for Chanel, Chaumet, Dior, L'Oréal), Live Immersive Experiences, Cultural Immersive Experiences, Experiential Spaces, Digital Experiences, Immersive Exhibitions, and Corporate Experiences. Their Responsible Intelligence practice incorporates AI-enhanced design into architectural spaces. The firm is led by Martin Dorai and serves international clients across Europe, Africa, and the Middle East.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategic Immersive Architecture (S.I.A.®) Proprietary Strategic Immersive Architecture (S.I.A.®) methodology for designing coherent, durable, and emotionally engaging immersive spaces that integrate strategy, technology, and human-centered experience design; sold to enterprise clients as the underlying framework for bespoke immersive projects.
• Luxury Brand Experiences Immersive brand experience design service for luxury fashion, jewelry, and beauty houses, creating high-end retail, lobby, flagship, and event environments with sophisticated visual and sensory design, deployed internationally across Europe, Middle East, Asia, and North America.
• Live Immersive Experiences Real-time interactive event experience design for corporate conventions, sales showrooms, brand activations, and live audiences, combining scenography, digital content, lighting, and audience participation.
• Cultural Immersive Experiences Immersive installation design for museums, galleries, heritage sites, and cultural organizations, transforming cultural spaces into dynamic visual and sensory experiences.
• Experiential Spaces Design of physical spaces that integrate technology, interactivity, and narrative to create engaging environments for showrooms, retail concept spaces, lobbies, and public installations.
• Immersive Exhibitions Large-scale immersive exhibition design combining projection mapping, interactive surfaces, and architectural elements for trade shows, museums, corporate pavilions, and high-profile public events.
• Digital Experiences Digital-first immersive experiences including interactive installations, digital art exhibitions, and hybrid physical-digital environments for technology companies and innovation showcases.
• Corporate Experiences Immersive corporate communication experiences including headquarters lobbies, investor presentations, annual meetings, conventions, and corporate event design for major multinational enterprises.
• Responsible Intelligence (AI-Enhanced Experience Design) AI-enhanced experience design service that integrates intelligent systems into architecture to enrich user journeys, optimize resources, and create living, evolving experiences within an ethical, controlled, and responsible framework.

Quantifiable outcome

• 100+ strategic projects delivered across 15+ countries

Named customers42 records

Segments4 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

Six partnerships are on record, tiered key and minor.

• LonsdalekeyStrategic or Co-development PartnerPartnership with Lonsdale for design collaboration on Barrière Casino Augmenté project. Lonsdale responsible for overall design while VS-FACTORY® provides Strategic Immersive Architecture® mission.
• LonsdalekeyStrategic or Co-development PartnerCasino Barrière Royan project - Colonne Morris concept developed in collaboration with Lonsdale for casino immersive experience design.
• FG DesignminorStrategic or Co-development PartnerCollaboration with FG Design on Heavent When Wood Became Light installation, combining projection and tactile design expertise.
• Philippe GérardminorStrategic or Co-development PartnerCollaboration with filmmaker and researcher Philippe Gérard for Dassault Aviation Falcon 7X Reveal (2005), exploring visionary approaches to image and visual interaction.
• Philippe GérardminorStrategic or Co-development PartnerCollaboration with Philippe Gérard on Intel Future Experience (2006) Grand Palais, including luminous dress concept with optical fibers and real-time scenography.
• Narrative-EspaceminorStrategic or Co-development PartnerArchitecture, Design & Production collaboration on Vivatech RATP Group project (2017) for immersive graphic universes.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Moment Factory: Montreal-based multidisciplinary studio designing immersive multimedia environments for brands, cultural institutions, and public spaces — directly comparable as a full-service immersive experience creator serving luxury and enterprise clients.
• ESI Design: Experience design studio building immersive digital and physical environments for cultural institutions, corporations, and retail; comparable offering across branded environments, exhibitions, and interactive scenography.
• Local Projects: New York-based experience design firm specializing in narrative-driven immersive installations for museums, brands, and public spaces; comparable bespoke creative methodology and luxury/enterprise client mix.
• teamLab: Japanese interdisciplinary art collective producing digital, immersive installations and boundary-less art experiences; comparable in mapping physical scenography, narrative, and real-time 3D into branded immersive journeys.
• Superbien: Paris-based immersive studio producing multi-sensory installations blending light, sound, and scenography for luxury and cultural brands; closest geographic and category peer to VS-FACTORY's boutique offering.
• Atelier des Lumières (Culturespaces): Paris-based operator of large-scale immersive cultural exhibitions using projection mapping and scenography; competes for the same European luxury and cultural experiential budgets as VS-FACTORY.
• Artechouse: US-based operator of permanent immersive art venues that combine technology, science, and art; directly comparable business model of monetizing immersive scenography through ticketed and brand-sponsored experiences.
• Novelab: Paris-based studio specializing in immersive XR, real-time 3D, and interactive scenography for museums and luxury brands; competes for the same cultural and luxury experience briefs in Europe.
• Universal Everything: UK-based art and design studio creating immersive digital art, animations, and scenographic experiences for institutions and brands; comparable in scope of museum/luxury experiential work.

Broad incumbents

• UNIT9: Global creative technology agency producing interactive experiences, films, and immersive content at scale; broader incumbent with overlapping immersive and experiential capabilities across enterprise and consumer brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/VSFactoryFR
• LinkedInlinkedin.com/company/vs-factory
• Instagraminstagram.com/vsfactoryfr
• TikToktiktok.com/@vsfactoryworld
• Xx.com/vsfactory1

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 VS Group