Monkey Squad
Monkey Squad BV is a 7-person Groningen-based boutique that designs and builds custom interactive installations, display furniture, and branding solutions for international consumer brands (HBO Max, Mars, Cloetta, Bouwmaat) and Dutch cultural institutions (Forum Groningen, Groninger Museum).
- Company typePrivate
- Founded-
- HeadquartersGroningen, Netherlands
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Monkey Squad does
Monkey Squad BV is a 7-person boutique brand-building studio (merkbouwers) headquartered in Groningen, Netherlands. The company designs and manufactures custom interactive installations, bespoke display furniture, and full branding and signing solutions for a mix of international enterprise brands and Dutch cultural institutions. Its clients include HBO Max, Mars, Cloetta, The Jelly Bean Factory, Bouwmaat, Groninger Museum, Storyworld, and Forum Groningen, with engagements spanning the Netherlands, Czech Republic (Prague Airport), and Malaysia (Kuala Lumpur).
The company's core technology combines hardware components (buttons, LED strips, touchscreens, height sensors, motion sensors, audio systems) with custom in-house software development to produce interactive brand activations. Notable technical capabilities include voice-controlled and motion-sensor-activated PhotoBooth systems (sourced from sister company SBS Fotomarketing), sensor-based measurement installations that compare user performance to Olympic records, and dynamic LED lighting integrated into retail environments. The company operates three product pillars: Interactive Installations, Custom Displays (counters, shelving, brand-aligned fixtures), and Branding & Signing for full venue dressing.
Monkey Squad's business model is project-based and 100% direct-to-client, with all engagements custom-quoted without public pricing. Distribution is via direct sales through the website contact form, email, and phone, supplemented by agency referrals through partnerships with advertising agencies such as De Combinatie van Factoren. Revenue is generated almost exclusively through one-time project fees, with no recurring or subscription streams disclosed. The company is privately held, has no institutional investors, and operates as an independent private limited company (BV) under Dutch law.
Monkey Squad firmographics
Firmographics- Name
- Monkey Squad
- Legal name
- Monkey Squad BV
- Website
- https://monkeysquad.nl
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Monkey Squad BV is a 7-person Groningen-based boutique that designs and builds custom interactive installations, display furniture, and branding solutions for international consumer brands (HBO Max, Mars, Cloetta, Bouwmaat) and Dutch cultural institutions (Forum Groningen, Groninger Museum).
- Ownership category
- akta.pro rank
Monkey Squad industry classification
Industry- Product category
- Experiential Marketing Services
- NAICS
- Showcase, Partition, Shelving, and Locker Manufacturing (337215), All Other Amusement and Recreation Industries (71399)
- SIC
- Partitions, Shelvg, Lockers, & Office & Store Fixtures (2540)
- akta.pro primary industry
- Corporate Events & Meetings (MICE) Agencies (MPAAAGAD)
- akta.pro secondary industry
- Event Theming, Mood Boards & Concept Design (HSACAOAH)
Keywords
Where Monkey Squad is headquartered
LocationHeadquarters
- HQ city
- Groningen
- HQ country
- Netherlands
- HQ region
- Europe
Offices1 record
Markets served
Monkey Squad business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Custom Interactive Installations: Design and build custom interactive installations for museums, retail spaces, and corporate clients. Projects include interactive displays, gaming installations, and measurement-based experiences.
- Custom Display Furniture: Manufacturing and delivery of bespoke furniture and displays including custom counters, shelving units, and brand-aligned fixtures for retail and office environments.
- Branding and Signing: Full branding and signage solutions for activations, events, and physical spaces ranging from stickers to complete venue styling.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom Project Pricing |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Monkey Squad product offering
Product offeringCore offering
Monkey Squad BV is a Groningen-based brand-building studio that designs and produces custom interactive installations, bespoke display furniture, and signage/branding solutions for museums, retail spaces, events, and corporate clients. They integrate hardware (buttons, LEDs, touchscreens, sensors) with custom software to create physical brand experiences such as interactive games, measurement challenges, photobooths, custom counters, shelving, and full venue dressing.
Product overview
Monkey Squad operates as a brand-building studio (merkbouwers) offering three integrated service pillars: Interactive Installaties (interactive physical installations using buttons, LEDs, touchscreens, and custom software), Maatwerk Displays (custom-built display furniture, counters, shelving, and booth units), and Branding & Signing (full visual dressing from stickers to complete space branding). Their portfolio is organized under three portfolio categories — Interactive Installaties, Custom Meubels, and Signing — and the Case Studies section showcases specific project implementations across museums, airports, advertising agencies, libraries, and exhibitions. The company is not a software or platform product company; its offerings are physical, bespoke hardware and installation services for brand activations.
Differentiator
Problem solved
Functional benefit
Products and services
- Interactive Installations Custom-built interactive physical installations using buttons, LEDs, touchscreens, motion sensors, and bespoke software for brand activations, museum exhibits, events, and public spaces. Each installation is designed and built to client specifications combining hardware and software integration.
- Custom Display Furniture Custom-built display furniture, reception counters, shelving units, bookshelves, wall units, and booth fixtures designed and manufactured to a client's brand identity and functional requirements for retail, museum, and office environments.
- Branding and Signing Complete branding and signage solutions ranging from stickers and decals to full visual dressing of physical spaces, activations, events, museums, and office environments, aligned with client brand identity.
- Custom Museum Reception Counter (Game On Exhibition) A bespoke museum reception and ticketing counter custom-built for staff ergonomics, equipped with two screens and an ATM, serving as a permanent fixture of the museum exhibition.
- 360 Interactive Airport Shop (Jelly Bean Factory Prague) A complete interactive airport retail shop installation for The Jelly Bean Factory at Prague Airport, featuring dynamic LED lighting, a speech-activated and motion-sensor PhotoBooth with a unique Flavour Selector for branded color backgrounds, and custom display furniture.
- Interactive Listening Furniture (Forum Wonderland Library) A custom-built, kid-proof interactive listening furniture piece for the Wonderland children's library at Forum Groningen, featuring LED buttons to select between three audiobooks across three chill spots, built with durable, scratch-resistant, child-safe materials.
- Custom Office Branding (De Combinatie van Factoren) Custom office branding for advertising agency De Combinatie van Factoren, including a bespoke bookshelf in the agency's house style, three full-size wall units for meeting rooms, and a giant speech-controlled and motion-activated interactive PhotoBooth built into a life-sized pepper cannon sculpture.
- Olympic Games Interactive Installations (Forum Groningen) Interactive Olympic Games installations for Forum Groningen, including a high-jump challenge with height sensors and dynamic LED strips, a weightlifting lever challenge, and a giant origami fish tank with automatic counting and display, all measuring visitors' performance against Olympic records.
Companies that use Monkey Squad
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
Monkey Squad technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Monkey Squad partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- De Combinatie van FactorencoreMonkey Squad collaborates with De Combinatie van Factoren (an advertising agency) on client projects. For the Jelly Bean Factory Prague airport shop and the office branding project for De Combinatie van Factoren itself, the two companies worked together with Monkey Squad handling the physical build and De Combinatie van Factoren providing creative direction.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Monkey Squad competitors and assessment
Company assessmentBroad incumbents
- Jack Morton Worldwide: Large global brand experience agency (IPG) operating across experiential, events, and content - competes for the same A-brand activation budgets as Monkey Squad but at significantly greater scale and geographic reach.
Direct peers
- Resn: New Zealand creative technology studio producing interactive brand experiences, custom digital-physical installations, and award-winning experiential work - similar small-boutique profile and integration of interactive software with physical environments.
- UNIT9: Award-winning production studio building interactive experiences, branded installations, and experiential campaigns for global brands - similar boutique creative-tech profile and A-brand client roster to Monkey Squad.
- B-Reel: Creative agency with a dedicated experiential and interactive installation practice serving A-brand clients - comparable in combining custom software, hardware build, and brand activation storytelling.
- Marshmallow Laser Feast: London-based experience studio specializing in immersive, sensor-driven installations combining projection, audio, and custom hardware - directly comparable in fusing software, sensors, and physical build for branded and cultural experiences.
- Tool of North America: Independent creative/experiential agency producing interactive brand campaigns and installations for global advertisers - comparable boutique scale and focus on physical/digital hybrid brand experiences.
- Moment Factory: Montreal-based multimedia entertainment studio that designs and produces immersive, interactive installations for museums, airports, and brand activations - directly comparable in combining custom hardware/software with experiential storytelling.
- Sparks: Global brand experience agency designing and building immersive exhibits, events, and brand activations for enterprise clients - comparable in delivering end-to-end experiential builds combining custom fabrication with interactive technology.
- Deeplocal: Pittsburgh-based creative tech studio building physical-digital interactive brand experiences with custom hardware/software - directly comparable as a boutique maker of branded installations for major advertisers.
Regional players
- MAS Event Design: Dutch-based event and exhibition design and build firm operating across the Netherlands and Europe - relevant regional comparable for the custom furniture, displays, and event theming side of Monkey Squad's business.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks6 records
Key highlights7 records
Customer concentration
Monkey Squad social profiles
Digital presenceMonkey Squad financial estimates
Financial estimateRevenue estimate
Valuation estimate
Monkey Squad leadership team
Management profileNumber of profiles
Monkey Squad funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Monkey Squad 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 Monkey Squad
What does Monkey Squad do?
Monkey Squad BV is a Groningen-based brand-building studio that designs and produces custom interactive installations, bespoke display furniture, and signage/branding solutions for museums, retail spaces, events, and corporate clients. They integrate hardware (buttons, LEDs, touchscreens, sensors) with custom software to create physical brand experiences such as interactive games, measurement challenges, photobooths, custom counters, shelving, and full venue dressing.
Is Monkey Squad a public or private company?
Monkey Squad is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Monkey Squad founded?
Monkey Squad was founded in -1. It employs 1 to 10 people.
Where is Monkey Squad based?
Monkey Squad is headquartered in Groningen, Netherlands, in the Europe region.
How does Monkey Squad make money?
Three revenue lines are on record. Custom Interactive Installations are the primary driver. The others are custom Display Furniture and branding and Signing.
Who are Monkey Squad's main competitors?
Jack Morton Worldwide is listed as a broad incumbent. Direct peers are Resn, UNIT9, B-Reel, Marshmallow Laser Feast, Tool of North America, Moment Factory, Sparks and Deeplocal. MAS Event Design is listed as a regional player.
Does Monkey Squad have an API?
No public API is recorded for Monkey Squad.
What industry is Monkey Squad in?
Monkey Squad's product category is Experiential Marketing Services. Its primary akta.pro industry code is MPAAAGAD, Corporate Events & Meetings (MICE) Agencies, with a secondary code of HSACAOAH, Event Theming, Mood Boards & Concept Design. Its NAICS code is 337215 and its SIC code is 2540.