What Théoriz does

Théoriz is a French creative studio founded in 2013 and headquartered in Villeurbanne (Lyon metropolitan area) at the Pôle Pixel technology hub, operating as a SARL under French law. The studio designs bespoke immersive and interactive experiences spanning projection mapping (videomapping), interactive installations, and 360° immersive spaces. Its core technology stack is anchored on real-time 3D rendering in the Unity game engine, combined with proprietary Augmenta tracking technology (now spun off into a separate partner entity, Augmenta.tech) for real-time audience detection and interaction, and integration with industry-standard tools including MadMapper, Resolume Arena, Watchout, Modulo Pi, and VIOSO for projection calibration. The studio recently opened LABLAB, a 150 m² in-house virtual production facility featuring a three-sided cyclorama and floor projection, and has productized a mobile immersive space called KOSMO (6x6m floor, 360° projection, installable in one day).

Théoriz serves enterprise brand activations and cultural institutions across three primary segments: corporate events and brand activations (clients include Nike, Adidas, Google Cloud, Champagne Mumm, Hasbro, NFL/Super Bowl), museums and cultural institutions (Louvre Abu Dhabi, Musée des Confluences, Cosmocité Science Center, Pressoria), and art/cultural festivals (Fête des Lumières de Lyon, Brussels by Lights, Laval Virtual). Recent installations have incorporated generative AI capabilities, notably a custom speech-to-image workflow used in the 'Le Temps d'un Rêve' installation at Musée des Confluences. Geographically, projects have been delivered across France, Belgium, Germany, Switzerland, Finland, the United States, and the United Arab Emirates.

The studio operates a pure B2B professional services model, with all projects custom-designed and priced individually based on scope, complexity, and technical requirements. Go-to-market relies on direct enterprise sales (consultative pitching, RFP response), portfolio-driven inbound through a bilingual website with downloadable catalogs, and event-driven marketing through active participation in industry festivals and trade shows. There is no self-serve channel, no disclosed pricing, and no recurring revenue contracts. The team is described as a small, multidisciplinary boutique (approximately 7-10 named personnel including founder/CEO Jonathan Richer, Creative Director Marguerite Tricaud, creative engineers, real-time 3D designers, and business management), with no disclosed external institutional funding.

Name

Théoriz

Legal name

THÉORIZ SARL

Website

https://theoriz.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Théoriz is a French boutique creative studio founded in 2013 in Villeurbanne that designs custom immersive and interactive experiences—projection mapping, interactive installations, and 360° immersive spaces—for enterprise brands (Nike, Adidas, Google Cloud), museums (Louvre Abu Dhabi, Cosmocité), and cultural festivals worldwide.

Ownership category

akta.pro rank

Product category

Immersive Experience Design Services

NAICS

Indoor and Outdoor Display Advertising (541850), Graphic Design Services (541430), Other Performing Arts Companies (711190)

SIC

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

akta.pro primary industry

Event Fabrication & Scenic/Set Build (Custom Builds, Installations) (BPAFAGAK)

akta.pro secondary industries

Exhibition, Retail & Experiential Design (BPAHAKAL), Event Signage, Props & Custom Installations (HSACAOAG), Science & Technology Museums (THAJADAD), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)

Keywords

• Immersive experience design
• Projection mapping services
• Interactive installations
• Virtual production studio
• Creative technology studio

Headquarters

HQ city

Villeurbanne

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Installation Projects: The primary revenue stream is project-based custom creation of immersive experiences, interactive installations, and projection mapping for corporate events, museums, brand activations, and cultural institutions. Projects are bespoke and priced individually based on complexity, scale, and technical requirements.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Théoriz designs and produces bespoke immersive experiences, interactive installations, projection mapping shows, and virtual production content for museums, cultural festivals, and corporate brands. Its portfolio spans permanent museum exhibits, touring artistic installations, and productized offerings such as KOSMO, a mobile 360° immersive room, supported by an in-house LABLAB virtual production studio and its own Augmenta tracking technology.

Product overview

Théoriz is a creative studio offering a portfolio of immersive and interactive experiences, combining poetic design with cutting-edge technology. The core offerings include KOSMO, a mobile 360° immersive room; LABLAB, an internal studio facility for virtual production; and project-based services for immersive spaces, interactive installations, convention experiences, and virtual production. Théoriz develops proprietary tracking technology (Augmenta) and creates custom experiences spanning videomapping, interactive installations, and multisensory environments for museums, festivals, and corporate events worldwide.

Differentiator

Problem solved

Functional benefit

Brands

• KOSMO: A mobile immersive space with 360° projection offering narrative and interactive content catalog. Mobile, flexible, and accessible solution for delivering immersive content.

Products and services

• KOSMO Mobile Immersive Room A productized mobile immersive space with 360° video projection, a 6x6m floor and 3m height, featuring floor and wall interactivity with spatialized sound for 10–15 people. Installable in one day, it provides a turnkey immersive room solution for venues and event organizers.
• LABLAB Virtual Production Studio A 150 m² studio facility with a three-sided cyclorama, floor, and optimized projection area dedicated to immersive content creation, interactive installations, and virtual production with tracking technologies. Available for client and partner productions.
• Immersive Spaces (custom installations) Custom immersive installations—auditory, visual, or multisensory—that create captivating narratives or illustrate scientific and historical concepts for museums, cultural institutions, and events.
• Interactive Installations Interactive experiences incorporating tangible or gestural interactions, using custom sensors and systems designed for museography, advertising, games, roadshows, retail, product launches, artistic installations, and light installations.
• Convention & Event Services Custom visual content creation and scenography for corporate conventions and events, elevating brand perception through bespoke immersive presentations.
• Virtual Production Services Real-time 3D content creation for virtual production using LED walls and augmented reality technologies, enabling realistic environments without traditional filming constraints.

Quantifiable outcome

• Reached 100,000 live viewers at Google Cloud France launch event
• +2 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability5 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core, minor and major.

• AugmentacoreTechnology or IntegrationAugmenta was developed in-house by Théoriz as a state-of-the-art tracking solution for immersive spaces. It has now become a separate entity (augmenta.tech) that serves as a 'special partner' for the studio. The technology enables real-time detection of audience movement and interaction, powering the interactive elements of most Théoriz installations.
• Augmenta.TECHcoreTechnology or IntegrationTechnical partner providing tracking technology for immersive and interactive installations. Used across multiple projects including Cosmocité, Utopia, Act, and various other interactive experiences.
• Science ExperiencesminorStrategic or Co-development PartnerCollaboration for 360-degree narrative and interactive content creation for volcano-themed immersive spaces in science experience centers.
• CosmocitémajorStrategic or Co-development PartnerLong-term partnership for creating interactive experiences at this major science center. Four original interactive experiences developed for opening.
• KOSMOcoreStrategic or Co-development PartnerKOSMO is a mobile immersive space product developed in collaboration with Théoriz. The studio creates content for this mobile 360-degree projection system. KOSMO represents a key strategic initiative for scaling the business.
• RSA CosmosmajorStrategic or Co-development PartnerCollaboration for Cosmocité science center project. RSA Cosmos provided planetarium expertise and production capabilities.
• ADC ProductionminorImplementation/ SI/ Consulting PartnerTechnical partner for production and installation services, notably for Brussels By Lights Festival projects.
• OpixidominorImplementation/ SI/ Consulting PartnerTechnical partner for Monde H project, providing VIOSO calibration system integration for immersive projection.
• L'Atelier Art ScienceminorStrategic or Co-development PartnerPartner for Oru kinetic paper installation, combining art and scientific data visualization.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Front Pictures: Ukrainian immersive media production studio specializing in projection mapping, immersive venues, and multimedia shows for museums and brand activations. Direct competitor in projection mapping and immersive space design with similar client profile in cultural and corporate markets.
• Artechouse: US-based operator and producer of immersive technology-driven art exhibitions combining projection mapping, AR/VR, and interactive installations in dedicated venues. Directly comparable as a creator/operator of museum-grade immersive experiences using real-time 3D and projection.
• Moment Factory: Montreal-based multimedia entertainment studio producing immersive environments, projection mapping, and interactive installations for museums, brands, and public spaces. Closest peer to Théoriz in terms of bespoke immersive experience design, projection mapping, and global project footprint across museums and cultural institutions.
• Refik Anadol Studio: Los Angeles-based media artist studio creating AI-driven large-format immersive installations and data sculptures for museums and brands. Comparable in marrying cutting-edge technology (AI, real-time 3D) with museum and brand commissions of the type Théoriz delivers.

Others

• Obscura Digital: Pioneering San Francisco projection mapping and immersive studio historically known for building the Cosmocité/KOSMO-style immersive environments. Historically one of the most direct competitors to Théoriz in large-scale architectural projection mapping, though no longer active.

Broad incumbents

• d'strict: Korean digital media art and immersive experience studio known for large-scale projection mapping and immersive exhibitions. Comparable craft and venue partnerships; much larger and more venue-operator oriented than Théoriz.
• Meow Wolf: US-based experiential entertainment company creating large-scale immersive art installations blending interactive technology, narrative, and scenography. Larger and more venue-focused, but its core craft of immersive, walk-through interactive environments overlaps directly with Théoriz's museum and brand work.
• Cosm: US-based immersive experiences and planetarium company operating shared-venue immersive domes and producing content with real-time 3D and projection. Comparable to Théoriz's immersive spaces and Cosmocité-style work; broader as a venue operator.
• teamLab: Japanese interdisciplinary art collective creating large-scale immersive digital art installations and museums worldwide. Significantly larger than Théoriz but operates in the same intersection of art, technology, and immersive environments for cultural institutions and commercial venues.

Emerging players

• VOID (Voïdr): French immersive experiences studio creating location-based VR and immersive rooms in cultural and entertainment venues. Comparable as a French-based creator of immersive room experiences for museums and entertainment operators, though with a heavier VR/headset tilt than Théoriz.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/theorizstudio
• Facebookfacebook.com/theorizstudio

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 Théoriz