FutureLabs
FutureLabs is a Melbourne-headquartered creative experience agency that designs and builds technology-enabled brand activations — combining AR/VR, AI, projection mapping, and custom fabrication — for enterprise clients including Netflix, Mastercard, Samsung, Porsche, Gucci, and AFL, operating across Australia, Asia, and the Middle East.
- Company typePrivate
- Founded2015
- HeadquartersMelbourne, Australia
- Headcount1–10
- GTM typeB2B
- OfferingServices
What FutureLabs does
FutureLabs is a private, Melbourne-headquartered creative experience agency that designs and builds technology-enabled brand activations, immersive installations, and interactive campaigns for enterprise brands, government bodies, and creative agencies. Its core capability combines in-house concepting, software development, electronic engineering, and physical fabrication under a single production pipeline (Planning → Client Services → Creative → Production → Launch → Success Optimisation), with work delivered across art, retail, sports, digital placemaking, and museum sectors.
The company's technical stack spans augmented reality (including WebAR), virtual/mixed reality, AI-driven photobooths and chatbots, motion tracking, projection mapping, LED volume walls, NFC/Lift & Learn sensors, and bespoke electronics, with custom hardware built in its Melbourne studio. It maintains a sizable product portfolio of modular offerings (Fan Passport, AI Photobooths, Interactive Piano, Touchscreen Experiences, Holograms, Digital Signage, Branded Mini Games) that can be redeployed across engagements. Named enterprise clients include Netflix, Mastercard, Samsung, Porsche, Cadillac, The Macallan, Gucci, Chanel, AFL, UFC, Cadbury, and Telstra, alongside agency partners Octagon, Twenty3, and alt/shift.
Commercially, FutureLabs operates as a sales-led B2B professional services firm with project-based, quote-driven pricing and multi-year contracts; it does not publish pricing and bills on custom scopes spanning ideation through installation and post-launch analytics. The company runs five offices (Melbourne, Sydney, Singapore, Ho Chi Minh City, Shanghai) with project delivery in eight-plus countries. In October 2025, FutureLabs was acquired by SE Group, becoming the immersive-technology arm of a three-agency collective (alongside Seeker Agency and Solution Entertainment) while preserving its operating brand. Revenue, headcount, and funding figures are not publicly disclosed.
FutureLabs firmographics
Firmographics- Name
- FutureLabs
- Legal name
- FutureLabs
- Website
- https://futurelabsco.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- FutureLabs is a Melbourne-headquartered creative experience agency that designs and builds technology-enabled brand activations — combining AR/VR, AI, projection mapping, and custom fabrication — for enterprise clients including Netflix, Mastercard, Samsung, Porsche, Gucci, and AFL, operating across Australia, Asia, and the Middle East.
- Ownership category
- akta.pro rank
FutureLabs industry classification
Industry- Product category
- Experiential Creative Technology Services
- NAICS
- Advertising Agencies (541810), Graphic Design Services (541430)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Experiential Digital & Hybrid Events (Virtual Platforms, Livestream) (BPAFAGAI)
- akta.pro secondary industries
- Creative Concepting & Campaign Development (BPAFAEAD), Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD), Multimodal Generation (Text-Image-Video-Audio) & Creative Toolchains (HDAAACAG)
Keywords
Where FutureLabs is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices5 records
Markets served
FutureLabs business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Creative Production Services: End-to-end creative production services spanning Planning, Client Services, Creative, Production, Launch, and Success Optimisation. Revenue is project-based, one-time per engagement, with services covering ideation, design, development, fabrication, installation, and ongoing analytics. Projects range from a few weeks (small activations) to several months (large-scale custom installations).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Project-based pricing — costs vary by scope, complexity, and duration |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
FutureLabs product offering
Product offeringCore offering
FutureLabs is a B2B creative technology agency that designs and produces immersive, interactive brand experiences for enterprise clients, advertising agencies, sports organisations, retailers, and government bodies. The company delivers end-to-end creative production services spanning Planning, Client Services, Creative, Production, Launch, and Success Optimisation, leveraging AR, VR, AI, motion tracking, projection mapping, LED volume walls, and custom hardware fabrication. Its portfolio of modular products (Fan Passport, AI Photobooths, Interactive Piano, AR/VR experiences, projection mapping, digital placemaking, and more) is configured into bespoke campaign activations delivered globally.
Product overview
FutureLabs is a tech-inspired creative experience agency offering a comprehensive portfolio of interactive, immersive, and digital marketing products and services. The offering is organized as a platform-plus-products architecture: the company provides end-to-end creative production services (Planning, Client Services, Creative, Production, Launch, Success) supporting a wide range of modular products organized into nine categories. Featured products include Fan Passport (event engagement platform), AI Photobooths & Filters, and Interactive Piano. The product portfolio spans Interactive Products (Touchscreen Experiences, Interactive Games, Reaction Wall, AR/VR experiences, Photobooths, Videobooths), Immersive Products (VR/MR Apps, 360 Projections, Motion Capture Art, New Media Art, Projection Mapping), Digital Marketing (WebAR, Branded Mini Games, Websites, Microsites, Mobile Apps), AI-Driven Campaigns (AI Photobooths, AI Chatbots), Social Media Products (Social AR Lenses, Social Filters, Gamified AR), Custom Media Solutions (Live Storytelling, Immersive Storytelling, Digital Placemaking), Entertainment Marketing (Content Production, AV Light Shows, Holograms), and Display Media Solutions (Product Animations, Digital Signage, 3D Holographic Billboards). These products serve multiple experience categories including Visitor Experiences, Digital Placemaking, Retail Experiences, Fan Experiences, Digital & Online, and Museums & Galleries.
Differentiator
Problem solved
Functional benefit
Brands
- The Next: An online inspiration tool powered by FutureLabs, designed for marketers, creatives and strategists.
Products and services
- Creative Production Services End-to-end B2B creative production services covering Planning, Client Services, Creative, Production, Launch, and Success Optimisation. Delivered to enterprise brands, advertising agencies, sports organisations, retailers, and government bodies for projects ranging from a few weeks (small activations) to several months (large-scale custom installations). Includes ideation, design, software development, electronics, fabrication, installation, and analytics.
- Fan Passport Event engagement platform that turns fans into winners through interactive activations at sports events, festivals, and brand activations. Used by sports organisations, sponsors, and entertainment brands to drive fan loyalty.
- AI Photobooths & Filters AI-powered photobooth and AR filter experiences that generate custom images and visual effects for events and brand activations. Used by marketing teams at events such as the AFL Grand Final and global brand campaigns.
- Interactive Piano Step-activated piano keys with colourful LED lighting for events, festivals, and interactive installations. Designed to engage large audiences in public and event settings.
Quantifiable outcome
- UFC global team was very happy with the level of engagement and executed the idea globally
- +3 more outcomes
Companies that use FutureLabs
Customer profileNamed customers41 records
Segments10 records
Ideal customer profiles5 records
FutureLabs technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability8 records
Feature13 records
FutureLabs partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights6 records
FutureLabs competitors and assessment
Company assessmentDirect peers
- MKG: Creative experiential agency known for brand activations, immersive environments, and event production for major cultural and consumer brands. Comparable in service offerings and target audience of premium brand marketers.
- Deeplocal: Innovation studio that creates immersive brand experiences, interactive installations, and AR/VR activations for global brands. Similar in profile: small, technically-led team building bespoke tech for marketing campaigns.
- Fake Love (Deloitte Digital): Experiential creative technology studio building immersive, interactive brand experiences using AR, VR, sensors, and generative tools. Closely comparable service mix and target market of premium enterprise brands.
- Tool of North America: Independent creative technology studio that builds immersive brand experiences, AR/VR activations, and interactive installations for global brands. Closely comparable in service mix (experiential design + custom tech build) and customer profile (premium brands, sports, entertainment).
- Sparks: Global experiential agency designing and producing brand experiences, exhibits, and live events for enterprise marketers. Overlaps with FutureLabs in event-led, tech-enabled activations for major brands.
- Civic Entertainment Group: Experiential marketing agency creating brand experiences, sponsorships, and entertainment marketing programs. Comparable in serving major consumer and entertainment brands with immersive, event-based activations.
- Optimist: Independent creative transformation agency that designs and builds digital experiences, immersive installations, and brand platforms for global brands. Comparable in combining creative direction with custom software and hardware engineering.
- Imagination Group: Global creative brand experience agency delivering immersive brand destinations, events, and digital experiences for premium brands such as Ford, Google, and Nike. Highly comparable scope: experience design, fabrication, and immersive technology integration.
Broad incumbents
- Jack Morton Worldwide: Global brand experience agency within the IPG network, delivering live, virtual, and hybrid brand experiences. Operates at significantly larger scale than FutureLabs across multiple continents with similar experiential and event capabilities.
- George P. Johnson Experience Marketing: Large-scale experience marketing agency serving enterprise brands with brand activations, experiential programs, and event production. Competes for the same tier-1 enterprise clients as FutureLabs but at materially greater scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
FutureLabs social profiles
Digital presenceFutureLabs financial estimates
Financial estimateRevenue estimate
Valuation estimate
FutureLabs leadership team
Management profileNumber of profiles
Profiles5 records
FutureLabs funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FutureLabs M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FutureLabs
What does FutureLabs do?
FutureLabs is a B2B creative technology agency that designs and produces immersive, interactive brand experiences for enterprise clients, advertising agencies, sports organisations, retailers, and government bodies. The company delivers end-to-end creative production services spanning Planning, Client Services, Creative, Production, Launch, and Success Optimisation, leveraging AR, VR, AI, motion tracking, projection mapping, LED volume walls, and custom hardware fabrication. Its portfolio of modular products (Fan Passport, AI Photobooths, Interactive Piano, AR/VR experiences, projection mapping, digital placemaking, and more) is configured into bespoke campaign activations delivered globally.
Is FutureLabs a public or private company?
FutureLabs is a private company. It is classified as corporate owned and is currently operating.
When was FutureLabs founded?
FutureLabs was founded in 2015. It employs 1 to 10 people.
Where is FutureLabs based?
FutureLabs is headquartered in Melbourne, Australia, in the Oceania region.
How does FutureLabs make money?
One revenue line is on record: creative Production Services.
Who are FutureLabs's main competitors?
Direct peers on record are MKG, Deeplocal, Fake Love (Deloitte Digital), Tool of North America, Sparks, Civic Entertainment Group, Optimist and Imagination Group. Broad incumbents are Jack Morton Worldwide and George P. Johnson Experience Marketing.
Does FutureLabs have an API?
No public API is recorded for FutureLabs.
What industry is FutureLabs in?
FutureLabs's product category is Experiential Creative Technology Services. Its primary akta.pro industry code is BPAFAGAI, Experiential Digital & Hybrid Events (Virtual Platforms, Livestream), with a secondary code of BPAFAEAD, Creative Concepting & Campaign Development. Its NAICS code is 541810 and its SIC code is 7311.