Immersive Octopus

What Immersive Octopus does

Immersive Octopus is a London-based immersive theatre studio founded in 2022 by Tom Maller, a former Secret Cinema creative lead. The company designs and delivers bespoke immersive experiences across four service lines: Shows (ticketed public theatrical productions), Experiences (brand activations and experiential premieres for entertainment IP holders), Events/Parties (luxury private celebrations including hotel takeovers, yacht parties, and corporate milestones), and Adventures (destination-based theatrical travel experiences). Its core craft combines live performance direction, environmental design, guest journey mapping, and narrative development to construct worlds where audiences become active participants rather than passive observers, including multi-ending narrative structures triggered by audience choices.

The studio's production capability is anchored by flagship work including The Paddington Bear Experience at London's County Hall (70+ actors, groups of 30 every 7.5 minutes, 500,000+ visitors), Peaky Blinders: The Rise, and Doctor Who: Time Fracture (40+ performers). Creative consultancy engagements with major studios include working alongside Disney Imagineers in 2025. Revenue is generated entirely through bespoke commissions and professional services fees, with no ticketing, self-serve, or productised offerings; pricing is quote-based and not publicly disclosed.

The company operates from London with global delivery across the UK, Italy, Ireland, Belgium, USA, China, South Korea, Maldives, Egypt, Dubai, Bahrain, and the Arctic Circle. Customers span entertainment studios (Disney, Marvel, BBC, Netflix, Warner Bros., Studio Canal, Lionsgate), luxury travel brands (Cunard, Cookson Adventures, Margam Global), consumer brands (Asahi, Red Bull, Warner Music), and high-net-worth private clients. The team comprises approximately five senior leaders; no external funding or institutional ownership is disclosed.

Name

Immersive Octopus

Legal name

Immersive Octopus Ltd

Website

https://immersiveoctopus.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

London-based immersive theatre studio founded in 2022 that designs and directs bespoke immersive productions, brand activations, luxury events, and theatrical travel experiences for major entertainment studios, luxury brands, and high-net-worth clients worldwide.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Commissioned Immersive Productions: Creating and directing large-scale immersive theatrical productions for entertainment companies and IP holders. Revenue generated through creative development, production management, and performance direction fees.
2. Bespoke Luxury Events: Designing and delivering bespoke luxury private parties, corporate events, hotel takeovers, yacht parties, and private jet experiences for high-net-worth individuals and corporate clients.
3. Brand Activations and Experiential Marketing: Creating high-impact experiential premieres and brand experiences for film, broadcast, streaming, and consumer brands. Includes casting, physical build, costume, and creative direction.
4. Creative Consultancy: Consulting partnerships with major entertainment studios to develop immersive concepts, guest journey design, experiential world-building, and narrative development.
5. Theatrical Adventures: Destination-based immersive travel experiences including murder mysteries, themed adventures, and luxury travel brand collaborations.

Go-to-market motion3 records

Distribution channels1 record

Marketing channels6 records

Core offering

Immersive Octopus is a London-based immersive theatre studio that creates bespoke live experiences across four core service lines: Shows (public ticketed immersive theatrical productions), Experiences (high-impact brand activations and experiential premieres for entertainment IP), Events (bespoke luxury private celebrations including hotel takeovers, yacht parties, and corporate parties), and Adventures (theatrical travel experiences such as destination murder mysteries). The company also offers Creative Consultancy and Casting Services supporting its productions.

Product overview

Immersive Octopus is a London-based multi-award-winning immersive theatre studio that creates bespoke immersive experiences across four core service lines: Shows (one-of-a-kind public theatrical productions), Experiences (high-impact brand activations and experiential premieres), Events/Parties (luxury bespoke celebrations), and Adventures (theatrical travel experiences). The company also offers Creative Consultancy services and Casting Services as supporting offerings. Major productions include Peaky Blinders: The Rise, The Paddington Bear Experience, and Doctor Who: Time Fracture. The company works with studio partners including Disney, Netflix, Marvel, BBC, Warner Bros, and Studio Canal, and has delivered experiences for luxury travel brands such as Cunard and Margam Global. The product portfolio spans ticketed public shows, private luxury events, brand activations, and location-based theatrical adventures worldwide.

Differentiator

Problem solved

Functional benefit

Products and services

• Shows One-of-a-kind immersive theatrical productions for public audiences, transforming beloved stories into rich, layered worlds that audiences step into, with their choices and actions affecting the narrative. Includes productions such as Peaky Blinders: The Rise, The Paddington Bear Experience, and Doctor Who: Time Fracture.
• Experiences High-impact experiential premieres and brand activations for film, broadcast, streaming, and consumer brands, providing casting, performance direction, physical build, costume design, and creative direction that place participants at the heart of the brand narrative.
• Events (Parties) Bespoke luxury private events ranging from full-scale hotel takeovers to yacht parties and performances aboard private jets, built on character, spectacle and immersive storytelling for high-net-worth individuals and corporate clients.
• Adventures Theatrical travel experiences placing guests in authentic environments with moments of theatre and storytelling inspired by the place, culture and history of the holiday destination, delivered in collaboration with luxury travel brands.
• Consultancy Creative consultancy partnerships with entertainment studios for concept creation, guest journey design, experiential world-building, and narrative development, grounded in clean, clear storytelling.
• Casting Services Bespoke casting services for events requiring first-class immersive or interactive performance, including circus, dance, and specialist skills, drawing from a network of performers worldwide.

Quantifiable outcome

• Over 500,000 visitors welcomed to The Paddington Bear Experience at London's County Hall
• +2 more outcomes

Named customers12 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

21 partnerships are on record, tiered core, flagship, major and minor.

• Path Entertainment GroupcoreStrategic or Co-development PartnerCommissioned to create and deliver The Paddington Bear Experience in Central London. Immersive Octopus oversaw story development, casting, direction, and technical design, collaborating with Studio Canal and Lionsgate.
• Immersive EverywherecoreStrategic or Co-development PartnerCommissioned for creative direction on Peaky Blinders: The Rise, a large-scale immersive production. Also hired Tom Maller to direct Doctor Who: Time Fracture for Immersive Everywhere.
• MarvelflagshipStrategic or Co-development PartnerStudio partner for experiential premieres. Immersive Octopus created a pop-up immersive experience for Loki Season 2 launch in London, transforming venues into the Time Variance Authority world.
• NetflixflagshipStrategic or Co-development PartnerStudio partner for experiential premieres and brand activations. No specific project details provided in available sources.
• BBC StudiosflagshipStrategic or Co-development PartnerLicensor for Doctor Who: Time Fracture immersive theatrical production, directed by Immersive Octopus founder Tom Maller.
• TencentmajorStrategic or Co-development PartnerStudio partner for experiential premieres. No specific project details provided in available sources.
• Studio CanalflagshipStrategic or Co-development PartnerIP holder partner for The Paddington Bear Experience, working closely with Immersive Octopus to deliver an authentic Paddington experience.
• LionsgateflagshipStrategic or Co-development PartnerIP holder partner for The Paddington Bear Experience, collaborating on the production alongside Studio Canal.
• Warner Bros.flagshipStrategic or Co-development PartnerIP holder partner for Peaky Blinders: The Rise production. Immersive Octopus worked closely with Warner Bros. throughout the creative process.
• Warner MusicmajorGTM or Marketing PartnerPast brand partner for unique experiences that place participants at the heart of the brand story.
• Red BullmajorGTM or Marketing PartnerPast brand partner for unique brand experiences.
• BOAmajorGTM or Marketing PartnerPast brand partner and commissioner of World Superyacht Awards 2025 entertainment.
• CunardmajorStrategic or Co-development PartnerUpcoming series of immersive experiences for Cunard's Queen Mary 2, setting sail November 2026. Also past brand partner.
• AsahimajorGTM or Marketing PartnerUpcoming immersive brand experience work. Created The Seeker’s Quest brand activation in Soho in collaboration with We Are Magic Number.
• Margam GlobalcoreStrategic or Co-development PartnerLuxury travel brand collaboration including multi-day murder mystery on the River Nile. Described as passionate, inspiring collaborators who brought energy and imagination to every stage.
• Cookson AdventuresmajorStrategic or Co-development PartnerLuxury travel brand collaborator for theatrical adventure experiences.
• Camper & NicholsonminorStrategic or Co-development PartnerLuxury travel brand collaborator.
• Charter ItineraryminorStrategic or Co-development PartnerLuxury travel brand collaborator.
• We Are Magic NumbermajorStrategic or Co-development PartnerCreative collaboration partner for Asahi Super Dry: The Seeker’s Quest immersive brand activation. Co-created the experience that transformed Soho into a living stage.
• BOAT InternationalmajorStrategic or Co-development PartnerCommissioned to create and curate entertainment for World Superyacht Awards 2025 in Venice.
• Banana SplitcoreStrategic or Co-development PartnerLuxury events company and long-term client. Immersive Octopus describes them as an essential partner for creating unforgettable experiences, and delivered entertainment for their 50th anniversary at Claridge's.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Meow Wolf: US-based immersive art and entertainment company operating permanent LBE venues (House of Eternal Return, Convergence Station). Comparable as a creator of large-scale, narrative-driven immersive worlds with multiple endings and participatory design.
• ARTECHOUSE: US-based operator of immersive digital art spaces in Washington DC, NYC, and Miami. Comparable as a producer of premium ticketed immersive experiences with rotating programming and brand collaborations.
• Black Tomato: UK-based luxury experiential travel company designing bespoke, narrative-led trips for high-net-worth clients. Closest comparable on IO's Theatrical Adventures vertical (Maldives, Nile, Arctic) where storytelling is layered into destination experiences.
• Punchdrunk: UK-based immersive theatre company behind Sleep No More. Directly comparable as a high-end, narrative-driven immersive theatre producer targeting both public audiences and brand/IP partners, with a similar focus on detailed world-building and audience-as-protagonist design.
• teamLab: Japan-based interdisciplinary art collective producing immersive digital art installations globally (teamLab Planets, Borderless). Comparable in delivering premium, high-ticket immersive experiences to mass audiences, though with digital rather than live-performer focus.
• Secret Cinema: London-based pioneer of immersive cinematic experiences built around major studio IPs. The most direct comparable — Immersive Octopus was founded by ex-Secret Cinema creative leads and runs the same model (cast-led, narrative-driven, IP-licensed immersive productions) at a smaller scale.
• MKG: US-based experiential marketing agency producing brand activations, live events, and immersive experiences for global brands. Comparable on the brand-activation/Experiences vertical that IO serves for studios and consumer brands.
• Fever: Global live-entertainment discovery and operations platform that produces and distributes immersive experiences. Comparable in monetising immersive IP at scale through ticketed venues and brand activations across multiple cities.
• Immersive Everywhere: UK immersive production company that commissions Immersive Octopus for creative direction on Peaky Blinders: The Rise and Doctor Who: Time Fracture. Operates in the same large-scale immersive theatrical category, often as producer with IO as creative studio.

Broad incumbents

• Cirque du Soleil: Global entertainment incumbent producing large-scale theatrical and immersive live shows. Comparable at the category level as a creator of IP-led live experiences, though operating at vastly larger scale and across permanent venue tours rather than bespoke commissions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/immersive-octopus
• Instagraminstagram.com/immersiveoctopus

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Immersive Octopus