What Mercer Labs does

Mercer Labs is a privately held Museum of Art and Technology operating a 36,000-square-foot multi-level gallery at 21 Dey Street in Downtown Manhattan, near the World Trade Center and Oculus. Founded in 2024 and legally organized as GCN Experience LLC, the company presents 15 experimental installations that combine large-scale projections, volumetric LED lighting, spatial audio, robotics, and sensor-driven interactivity to create participatory art experiences rather than passive viewing. The core product is timed-entry admission to rotating themed exhibitions — 'Maestros & The Machines' (reimagining classical masters through modern technology) and 'Football is Freedom ★ Bob Marley' (created in collaboration with the Marley Family) — under the creative direction of artist Roy Nachum. Technology assets include the LED Pulse Dragon02 volumetric system (507,000 LED neurons), a world-exclusive 4DSOUND installation built with MONOM Studios, the HOLOPLOT spatial audio system deployed across a 5,000-square-foot map gallery, and Bang & Olufsen Beolab 90 speakers powering a robotic cello performance.

The company monetizes through multiple direct-to-consumer revenue streams: timed-entry tickets (Standard, VIP Package with signature seltzer and mochi, Happy Hour, and discounted child admission), on-site food and beverage at The Taste Lab and Mochi Bar, retail merchandise, gift passes, group bookings (schools, corporate, tour operators, marriage proposals), and private event rentals with capacity for up to 310 standing or 175 seated guests. Distribution runs primarily through mercerlabs.com and the vivenu GmbH ticketing platform, supported by on-site kiosks and a group bookings portal. The Creator Community program trades VIP access for influencer-driven social content, functioning as the primary organic marketing channel.

Customer segments span individual visitors, tourists, schools, corporate clients, tour operators, and private celebrations, with corporate event packaging currently paused and scheduled to resume in 2026. The company has 11–50 employees, operates as a single-venue entity, and reports no institutional investors, venture funding, or parent company ownership in disclosed materials.

Name

Mercer Labs

Legal name

GCN Experience LLC dba Mercer Labs

Website

https://mercerlabs.com

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Mercer Labs operates a 36,000-square-foot immersive Museum of Art and Technology in Downtown Manhattan featuring 15 experimental installations combining projections, volumetric lighting, spatial audio, and robotics. It serves visitors, tourists, schools, and corporate clients via ticketed exhibitions, F&B, and event rentals.

Ownership category

akta.pro rank

Product category

Immersive Museum of Art and Technology

NAICS

Museums (712110)

akta.pro primary industry

Science & Technology Museums (THAJADAD)

akta.pro secondary industries

Art Museums (THAJADAA), Performing Arts & Cultural Event Venues (Theaters, Museums) (THAHAAAG)

Keywords

• Immersive art museum
• Interactive exhibitions
• Art and technology
• Spatial audio installations
• Museum experiences

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Timed Entry Tickets: Visitors purchase tickets for specific time slots to access the museum's 15 experimental spaces. Standard admission includes all rooms and installations. Special packages include VIP Package (signature seltzer, 2 free mochi, and VIP perks) and Happy Hour Deal (full museum admission plus complimentary drink, available Mon-Wed 5PM-6:45PM).
2. Food & Beverage (Taste Lab & Mochi Bar): On-site food and beverage offerings including signature seltzers, mochi ice cream, canned wines, and craft beers. The Taste Lab and Mochi Bar operate as three tasting rooms: The Window Welcome Bar, The Cave, and The Store. Note: Gift Passes are not accepted at the retail store and bar.
3. Retail Merchandise: Mercer Labs operates a retail store offering exclusive merchandise and souvenirs that visitors can purchase to take a piece of the experience home. Gift cards are also available for purchase.
4. Private Events & Venue Rentals: Corporate events, brand activations, private celebrations, private room rentals (up to 20 guests), and private hour visits outside regular operating hours. Full event buyouts can accommodate up to 310 guests standing and up to 175 guests seated. Note: Event packaging is currently on hold until 2026.
5. Group Bookings: Discounted group rates available for parties of 10 or more, including school trips, corporate outings, tour operators, and marriage proposals. The museum offers flexible packages for various group types.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Mercer Labs operates an immersive Museum of Art and Technology spanning 36,000 square feet in Downtown Manhattan, featuring 15 experimental installations that combine volumetric LED displays, spatial audio, robotics, and large-scale projections. The museum presents rotating themed exhibitions such as "Maestros & The Machines" and "Football is Freedom ★ Bob Marley," complemented by on-site food and beverage venues and private event rental services.

Product overview

Mercer Labs is a Museum of Art and Technology featuring 15 immersive experimental installations across a 36,000-square-foot multi-level gallery in Downtown Manhattan. The core product consists of rotating immersive exhibitions including 'Maestros & The Machines' and 'Football is Freedom ★ Bob Marley', supplemented by The Taste Lab food and beverage service and Mochi Bar, private event rentals, group visit packages, an influencer Creator Community program, and retail gift passes. The exhibit portfolio includes The Map (with HOLOPLOT sound system and 26 16K laser projectors), The Window, The Engine (with Field of Light installation), Ecosystem, Volumetric (with 507,000 LED neurons), The Cave, Infinite, Music Box, Freedom (with robotic cello), Eco Simulator, Ball Pond, Blue Room, Drawing Station, and 4DSound.

Differentiator

Problem solved

Functional benefit

Products and services

• Maestros & The Machines Flagship rotating exhibition featuring multiple immersive installations that explore the intersection of classical artistry and emerging technology. Targeted at general museum visitors and art-technology enthusiasts.
• Football is Freedom ★ Bob Marley Special themed exhibition dedicated to Bob Marley, presented as a multi-sensory immersive experience within the museum. Targeted at music fans, cultural visitors, and Bob Marley enthusiasts.
• Private Events & Venue Rentals Bookable private use of the museum's immersive spaces for corporate events, brand activations, and private celebrations. Targeted at event planners, corporate clients, and brand marketers seeking differentiated venue experiences.
• Group Visits Coordinated group admission service offering tiered pricing for groups of 10 or more, including school and community organizations. Targeted at schools, tour operators, and community groups arranging shared cultural outings.
• The Taste Lab / Mochi Bar On-site food and beverage venue offering Japanese-inspired mochi treats and curated refreshments to complement the museum experience. Targeted at museum visitors and event attendees seeking on-premise dining.
• Gift Passes Purchasable gift cards redeemable for museum admission, enabling gift-givers to provide the museum experience to recipients. Targeted at consumers seeking cultural gifts and occasion-based gifting.

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

Ten partnerships are on record, tiered core, key and secondary.

• LED PulsecoreTechnology or IntegrationLED Pulse provides the proprietary Dragon02 volumetric LED technology powering the Volumetric exhibit. This installation features 507,000 LED neurons-microchips in a unique configuration exclusive to Mercer Labs—the largest volumetric light installation of its kind. The technology uses principles from missile guidance development and self-developed exclusive software.
• 4DSOUNDcoreTechnology or Integration4DSOUND collaborated on the 4DSound exhibit featuring the only installation of its kind in the world. The system uses omnidirectional speakers and vibro-acoustic transducers to create spatial sound holograms where sound has physical presence and can be projected through controlled position, movement, and interaction.
• MONOM StudioscoreTechnology or IntegrationMONOM Studios, founded in Berlin in 2017, collaborated on the 4DSound exhibit. They are the home of the original 4DSOUND system and have collaborated with over 200 artists. MONOM produced spatially reimagined classics including Moonlight Sonata and Four Seasons for the exhibit.
• Bang & OlufsenkeyTechnology or IntegrationBang & Olufsen provides Beolab 90 speakers powering the Freedom exhibit where robotic arms perform cello music. This collaboration enables the immersive audio experience in the robotic performance installation.
• NaiyosecondaryStrategic or Co-development PartnerNaiyo is an experimental studio exploring jewelry, objects, and fashion at the intersection of art and material culture. They presented a collection of jewelry and limited long-sleeve T-shirt created with Mercer Labs and Aeir, reflecting the visual language of The Engine's Field of Light installation.
• AeirsecondaryStrategic or Co-development PartnerAeir developed Grand Rose fragrance using molecular fermentation technology that reinterprets the scent of rose as a contemporary expression of rainwater and rose petals. This adds an olfactory dimension to The Engine's Field of Light installation.
• Marley FamilykeyStrategic or Co-development PartnerCreated by Roy Nachum in collaboration with the Marley Family, the Football is Freedom exhibition transforms Mercer Labs' 15 immersive spaces into a cinematic world of football featuring stadium chants, archival film, reactive light, and 4DSound. Rohan Marley states 'Football was something my father deeply loved because it brought people together beyond borders, beyond politics, beyond language.'
• Tom Paul / Som VivocoreTechnology or IntegrationTwo-time Emmy Award-winning sound designer Tom Paul led sound design for Maestros and the Machines (fourth show with Mercer Labs). Also lead sound designer for Dark Matter, Wonder Land, and The Limitless Night Show. His studio, Som Vivo in Red Hook, Brooklyn, provided the custom Atmos Studio work.
• GCN Experience LLCcoreOthersLegal entity operating as Mercer Labs, located at 26 Corlandt Street, 5th Floor, New York, NY 10007. GCN Experience LLC dba Mercer Labs is the official organizer of events.
• vivenu GmbHkeyChannel Partner/ Reseller/ Distributorvivenu GmbH serves as the ticket service provider, selling tickets on behalf of the organizer. Based in Düsseldorf, Germany, they manage the ticketing infrastructure including ticket sales and gift cards. Located at Völklinger Strasse 33, 40221 Düsseldorf.

Scale indicators6 records

Recent moves2 records

Expansion highlights6 records

Emerging players

• Refik Anadol Studio: Refik Anadol Studios produces large-scale AI/data-driven immersive installations shown at museums and pop-ups globally. Comparable artist-led digital-art exhibition format; smaller and more gallery-focused than Mercer Labs but with similar art-tech positioning.
• Yayoi Kusama Infinity Mirror Rooms (David Zwirner / David Zwirner exhibitions): Yayoi Kusama's touring Infinity Mirror Room exhibitions at galleries like David Zwirner share Mercer Labs' artist-IP-driven immersive-ticketed exhibition model with technology-mediated viewing experiences.
• Punchdrunk / Sleep No More: Punchdrunk pioneered immersive theatrical experiences (Sleep No More in NYC/McKittrick Hotel). Comparable pioneering immersive-experience pioneer with similar urban venue, multi-room walkthrough, and high-touch sensory design — though theater-based rather than art/tech.

Direct peers

• TeamLab Planets / TeamLab Borderless: teamLab operates boundary-less digital art immersions in Tokyo, Shanghai, and other cities. Closest technology analog to Mercer Labs' projection-heavy, sensor-responsive installations with comparable hardware stack and artistic IP model.
• Meow Wolf: Meow Wolf operates permanent and touring immersive art installations (House of Eternal Return, Convergence Station) that combine interactive art with narrative design. Direct peer in the experiential immersive-arts category with similar ticketing, F&B, and retail revenue model.
• ARTECHOUSE: ARTECHOUSE operates immersive technology-driven art exhibitions in DC, NYC, Houston, and Miami. Closest direct competitor to Mercer Labs — same positioning as a museum/experience blending art and technology with timed-entry ticketing and large-scale projections in flagship venues.
• Color Factory: Color Factory operates Instagram-driven immersive color/experience museums in NYC, Houston, and Chicago. Direct peer sharing a NYC SoHo-adjacent presence, timed ticketing, interactive exhibits, and dessert/beverage upsell via on-site cafe.
• Museum of Ice Cream: Museum of Ice Cream runs multi-sensory, photo-driven experiential museums in NYC and other major cities. Direct competitor in the NYC experiential-museum market with similar virality-driven positioning and a built-in F&B/retail layer.
• Immersive Van Gogh / Beyond Van Gogh: Beyond Van Gogh and similar Immersive Van Gogh exhibitions are traveling immersive art shows focused on projection-mapped classical masters. Comparable rotating classical-IP exhibitions, though typically touring rather than permanent venues.

Others

• Wondrium / Atlas Obscura (Experiences): Atlas Obscura curates and produces unique cultural/experiential content and partnerships. Adjacent ecosystem participant relevant to Mercer Labs' group booking and tour-operator channel strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/mercer_labs
• Facebookfacebook.com/mercer.labs
• LinkedInlinkedin.com/company/mercer-labs-museum-of-art-and-technology

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 Mercer Labs