What E2 does

E2 (E2 Experiential Environments) is an Australian multidisciplinary experiential design consultancy, founded in 2004 and operating across Australia and Asia with a headcount of 11–50. The firm designs and delivers immersive visitor environments — including museums, permanent and travelling exhibitions, retail brand spaces, learning centres, heritage precincts, and workplace activations — for government agencies, cultural institutions, and large enterprise clients. Core capabilities span strategic planning (master planning, interpretive planning, visitor journey mapping), design (experience, interior, graphic, lighting, interactive media, signage, placemaking), and delivery (fabrication and installation). Notable proprietary assets include an integrated experiential design methodology, the cSigns backlit braille signage system, and visitor journey mapping frameworks.

E2's business model is B2B professional services, with revenue earned through project-based engagements structured around milestone billing across concept design, design development, documentation, and construction administration phases. Pricing is quote-based and project-specific; no standard rate card is publicly disclosed. The firm secures work through direct enterprise field sales, competitive public-sector tendering, and referral networks — there is no self-serve or marketplace distribution. The customer base spans federal and state government clients (Royal Australian Mint, National Museum of Australia, Transport Accident Commission, AEC, Questacon, Arts Centre Melbourne) and enterprise clients (R.M. Williams with 74 projects, Qantas, Bupa, OPSM/Luxottica, Dulux, Sheppard Cycles). International reach is evidenced by the Songlines exhibition tour to Paris, Berlin, and Finland, and stated operational coverage across Asia. E2 is privately held with no disclosed funding, M&A, or ownership changes.

Name

E2

Website

https://e-2.com.au

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

E2 is an Australian multidisciplinary experiential design consultancy that delivers immersive visitor environments — museums, exhibitions, retail spaces, and learning centres — for government agencies, cultural institutions, and large enterprise clients across Australia and Asia.

Ownership category

akta.pro rank

Product category

Experiential Design Services

NAICS

Graphic Design Services (54143), Interior Design Services (541410), Indoor and Outdoor Display Advertising (541850)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Exhibition, Retail & Experiential Design (BPAHAKAL)

akta.pro secondary industries

Event Strategy & Experience Design (BPAFAGAA), Environmental & Experiential Brand Design (Retail/Exhibit/Signage) (MPAAAEAG), Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)

Keywords

• Experiential design services
• Exhibition design
• Museum design
• Retail environment design
• Brand activation design

Headquarters

HQ city

Collingwood

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Design & Consulting Services: Project-based professional services revenue from design and consulting engagements. Services include strategic planning, master planning, interpretive planning, experience design, exhibition development, interior design, interactive and media design, graphic design, lighting design, and project management. Revenue is earned through upfront concept fees, design development stages, and project delivery milestones.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

E2 is an Australian experiential design consultancy that designs and delivers immersive visitor environments across museums, exhibitions, retail, brand activations, hospitality, educational facilities, and workplaces. The firm provides an end-to-end service from strategic planning, master planning, and interpretive planning through detailed design, fabrication, and installation, delivered by an in-house multidisciplinary studio of architects, interior, graphic and lighting designers, creative strategists, curators, and project managers.

Product overview

E2 is a multi-award winning experiential design agency that delivers visitor experiences across museums, exhibitions, retail, brand activations, hospitality, educational facilities, and workplace design. The company provides end-to-end services from strategy and master planning through to detailed design, fabrication, and installation. E2 operates as a truly multidisciplinary studio combining Architects, Interior, Graphic and Lighting Designers, Creative Strategists, Curators, and Project Managers to deliver integrated experiential environments.

Differentiator

Problem solved

Functional benefit

Products and services

• Experiential Design Services Comprehensive, end-to-end experiential design service delivering immersive visitor-focused environments across museums, exhibitions, retail, learning centres, and brand activations for government agencies, cultural institutions, and major corporate clients in Australia and Asia.
• Strategic Planning Standalone strategic planning service covering master planning and feasibility, interpretive planning, visitor journey mapping, concept development, budgeting and program planning, content research and writing, site evaluation and operational planning, and heritage planning.
• Museum Development and Exhibition Design Design and delivery of museum environments including new developments and refurbishments, permanent, temporary and travelling exhibitions, and cultural precincts for government-funded museums and cultural institutions.
• Retail Environment Design Design of retail environments and brand experiences that create immersive customer journeys and memorable shopping experiences for premium retail brands, often delivered as multi-site rollouts (e.g., 74 projects for R.M. Williams).
• Education and Learning Environment Design Design of educational facilities and learning environments that support interactive and engaging educational experiences (e.g., Questacon Ian Potter Technology Learning Centre, Road to Zero, Roadsmart Mobile Learning Unit).
• Heritage Space Design Design services for heritage spaces that balance preservation with contemporary visitor experience needs, including culturally sensitive co-creation with Indigenous communities (e.g., Songlines: Tracking the Seven Sisters).

Quantifiable outcome

• 365,000 annual visitors served through transformed Royal Australian Mint visitor experience
• +3 more outcomes

Named customers13 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

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Grumpy SailorcoreStrategic or Co-development PartnerE2 partnered with Grumpy Sailor to design outdoor pavilions for the FIFA Women's World Cup 2023, creating vibrant fan activation spaces in Sydney and Auckland. Grumpy Sailor collaborated on the Beyond Greatness: The Virtual Pitch concept, combining World Cup branding with interactive experiences that blurred boundaries between physical and digital.
• MonkeyStackcoreStrategic or Co-development PartnerE2 collaborated with MonkeyStack to develop the 'Democracity' gamified learning environment within the National Electoral Education Centre. MonkeyStack provided digital development expertise for interactive educational experiences teaching enrolment, voting, and democratic participation.
• LightwellcoreImplementation/ SI/ Consulting PartnerE2 worked with Lightwell as Project Design Lead and exhibition design collaborator on the Spirit of Service exhibition for Australian Public Service Commission. Lightwell contributed digital integration expertise for the immersive exhibition environment.
• Denton Corker MarshallcoreImplementation/ SI/ Consulting PartnerE2 led experiential design for Road to Zero at Melbourne Museum, collaborating with base building architects Denton Corker Marshall. The project combined E2's experiential design with DCM's architectural services for the 10-year lifespan learning centre.
• BuiltminorImplementation/ SI/ Consulting PartnerE2 designed and Built constructed the custom shipping container for the cBraille lighting exhibition at Sydney Customs House Forecourt. Built provided construction expertise for the portable educational installation.
• Lightwell & Grumpy SailorcoreStrategic or Co-development PartnerE2 served as Project Design Lead and Design Concept lead for the AEC Exhibition 'From Writs to Referendums', collaborating with Lightwell and Grumpy Sailor for digital experiences and exhibition design. The partnership delivered immersive participatory experiences for all audiences.

Scale indicators6 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Sparks: Sparks is a global experience design agency specialising in exhibits, brand activations, and corporate events with their own fabrication capabilities. It mirrors E2's integrated studio-plus-fabrication model for museums, brand experiences, and learning environments.
• MKG: MKG is a US-based creative experience agency focused on immersive brand experiences, museum installations, and cultural partnerships. It is comparable to E2 in combining strategy, narrative design, and physical fabrication for cultural and enterprise experiential projects.
• Jack Morton Worldwide: Jack Morton is a global brand experience agency specialising in experiential design, events, and immersive environments for major brands. It overlaps with E2 in delivering museum-quality experiential installations and corporate brand experiences for premium clients.
• HASSELL: HASSELL is an Australian architecture and design practice operating across Australia and Asia with deep experience in cultural, museum, workplace, and hospitality projects. It is the most direct architectural and experiential design peer to E2, with a comparable client base and project mix at a larger scale.
• Local Projects: Local Projects is a New York-based experience design firm renowned for museum and cultural institution work (e.g., 9/11 Memorial Museum, National Museum of African American History). It shares E2's model of integrating content, interactive technology, and physical design for cultural clients.

Emerging players

• Fabio Ongarato Design: Fabio Ongarato Design is an Australian boutique design studio working on cultural, retail, and brand environments. It shares E2's domestic base and design-led approach for premium clients, though at a smaller scale.
• Think & Shift: Think & Shift is an Australian experience design studio working on museum, exhibition, and immersive brand projects. It is comparable to E2 as a domestic peer with overlapping service offerings in cultural and brand environments, though typically at smaller scale.

Broad incumbents

• Bates Smart: Bates Smart is a long-established Australian architecture and interior design practice with significant cultural, workplace, and hospitality portfolios. It overlaps with E2 in interior and cultural precinct design but operates at broader architectural scale.
• Cox Architecture: Cox Architecture is a leading Australian design firm with deep cultural, civic, and museum sector credentials across ANZ and Asia. It is comparable to E2 in the cultural and exhibition environment niche but operates as a broader, larger-scale architectural practice.

Others

• Rapid Global (exhibit/event contractor): Rapid Global is an international exhibit and event design-build firm serving museums, trade shows, and corporate environments. It is comparable as an experiential environment supplier but is positioned more as a fabrication/execution partner than as a creative-led design studio like E2.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Instagraminstagram.com/e2experiential

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 E2