Theatre of Digital Art

What Theatre of Digital Art does

Theatre of Digital Art (TODA) operates a 1,800 sqm immersive arts venue in the Central Courtyard of Souk Madinat Jumeirah, Dubai, built around a 360-degree digital projection system with multi-surface projection mapping and an integrated audio stack. The venue combines five multifunctional areas — Foyer, Bar and Cafe, a 400-seat Auditorium, a 40-capacity Private Balcony, an Interactive Room, and a VR Room — and runs daily from 11:00 AM to 11:00 PM. TODA produces immersive content using AI-assisted tools (Midjourney) combined with TouchDesigner for real-time visuals and Adobe After Effects for post-production, targeting multi-surface 360° environments rather than flat-screen viewing.

The business operates four primary revenue streams: (1) ticketed public immersive exhibitions and live performances sold directly through the website and FareHarbor, plus on-site box office; (2) private and corporate event hosting (conferences, product launches, team-building, brand activations, weddings) booked through a dedicated events team via [email protected]; (3) educational programming for schools (Van Gogh, Alice in Wonderland, Monet to Kandinsky, science and eco masterclasses) delivered with partners Aventura Parks, ArtFem, and Eedama; and (4) ancillary sales through an on-site gift shop plus specialized art, wellness, and masterclass workshops. Customer mix spans individual consumers and tourists, corporate clients (Amazon, ADNOC, H&M, Swarovski, Tom Ford, BP Castrol, Careem, Noon, CodersHQ, Dubai government), schools, and wellness seekers.

Marketing is run through an owned digital stack including Instagram, TikTok, Facebook, X, LinkedIn, an email newsletter, a content blog (TODA Journal), and partnerships with cultural organizations such as the Istanbul Digital Art Festival and ArtDep. The company is privately held, was previously known as Madinat Theatre, operates with 11–50 employees, has no disclosed funding rounds, no parent company, no app, no public API, and serves a single domestic market (UAE). Pricing is not publicly disclosed; ticketing and corporate bookings are transacted through the website and direct sales outreach.

Name

Theatre of Digital Art

Legal name

Theatre of Digital Art

Website

https://toda.ae

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Theatre of Digital Art (TODA) operates a 1,800 sqm immersive arts venue at Souk Madinat Jumeirah, Dubai, using 360-degree projection mapping to deliver ticketed digital art exhibitions, corporate private events, school programs, and wellness sessions to tourists, residents, and enterprise clients.

Ownership category

akta.pro rank

Product category

Immersive Entertainment Venue

NAICS

Arts, Entertainment, and Recreation (71), Performing Arts Companies (7111)

akta.pro industry

PRIMARYMPAGABAM

Performing Arts Centers & Presenters (Programming/Booking)

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Theater, Broadway & Performing Arts

SECONDARYMPAGALAC

Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues)

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Event Venues & Venue Operations (Arenas, Theaters, Halls)

SECONDARYMPAGAHAG

VIP Hospitality & Client Entertainment (Boxes, Suites, Hosted Experiences)

Media, Entertainment & Sports/Live Entertainment & Events (Concerts, Theater, Festivals)/Corporate & Private Events (Galas, Product Launches)

Keywords

• Immersive digital art
• 360-degree projections
• Live entertainment venue
• Private event hosting
• Cultural experiences

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticketed Public Shows and Performances: Revenue from selling tickets to immersive digital art exhibitions, concerts, live performances, and wellness sessions for individual consumers and families
2. Private Event Hosting: Revenue from hosting corporate events, private parties, product launches, award ceremonies, workshops, and VIP experiences in their 1,800 sqm multifunctional space
3. School Trip Programs: Revenue from educational institutions for immersive 360° shows, science masterclasses, art workshops, and eco-education programs tailored for students
4. Gift Shop and Merchandise: On-site gift shop selling merchandise, artwork, and TODA gift cards located in the foyer
5. Art and Wellness Workshops: Additional revenue from specialized workshops including art workshops, wellness sessions, and masterclasses

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

Theatre of Digital Art (TODA) operates a 1,800 sqm immersive art and entertainment venue at Souk Madinat Jumeirah in Dubai, offering 360-degree digital projection-based exhibitions of classical and contemporary art, live music concerts, cultural performances, wellness sessions, and private event hosting across five multifunctional spaces including a 400-capacity auditorium, balcony, interactive room, and VR room.

Product overview

Theatre of Digital Art (TODA) operates as an immersive venue in Dubai offering multiple experience categories: (1) Core immersive exhibitions featuring 360-degree digital projections of artworks and cultural themes, (2) Educational programs for schools combining art with curriculum-aligned learning, (3) Wellness sessions integrating yoga, meditation, and sound healing in immersive environments, (4) Live music concerts and cultural performances, and (5) Private event venue rental with multiple configurable spaces including auditorium (400 pax), VR room, and interactive rooms. The company functions as a venue operator offering ticketed experiences and event hosting services rather than a software product.

Differentiator

Problem solved

Functional benefit

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Istanbul Digital Art Festival (IDAF)coreStrategic or Co-development Partner · 1 January 2025TODA collaborated with the Istanbul Digital Art Festival to host a curated selection of IDAF works within their newly revamped foyer for one month. Additionally, the official preview of IDAF 26' will take place exclusively at TODA.
• Aventura ParksminorStrategic or Co-development PartnerScience Made Fun program partnership offering educational workshops including 'The Power of Light' and 'Edison Workshop' that merge adventure and science for students visiting TODA.
• ArtFemminorStrategic or Co-development PartnerCreative expression workshops at TODA designed to elevate students' creative abilities through interactive activities and meaningful insights into the art world.
• EedamaminorStrategic or Co-development PartnerEco-Education programs offered at TODA for educational institutions, featuring collaborative workshops exploring sustainability and environmental challenges through talks, workshops, and team brainstorming.
• ArtDepminorStrategic or Co-development PartnerCultural collective partnering with TODA to curate engaging art talks, film discussions, and book clubs. ArtDep curated the 'Miyazaki's World: Magic, Legacy & Storytelling' lecture at TODA.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ARTECHOUSE: US-based immersive art operator with locations in DC, NYC, Miami, and Houston, using projection mapping and AI-driven installations; comparable business model combining ticketed exhibitions, private events, and seasonal programming in a tech-forward venue.
• Van Gogh: The Immersive Experience: Traveling 360° Van Gogh exhibition produced by Exhibition Hub in multiple cities; competes directly with TODA's Van Gogh-themed shows for cultural-tourist ticket spend and school field-trip bookings.
• Frameless: London immersive art venue presenting classical and contemporary artists via 360° projection across multiple galleries; directly comparable in format (multi-room immersive art), target customer (cultural tourists), and ticketed/venue-rental revenue mix.
• Atelier des Lumières: Paris-based immersive art center operated by Culturespaces, using 360° projections to present artists like Klimt, Van Gogh, and Monet; a benchmark immersive venue with similar show formats, content rotation model, and ticketed experience business as TODA.
• teamLab Planets / teamLab Borderless: Japanese digital art collective operating immersive, projection-and-interaction-driven venues in Tokyo and globally; competes in the same category of large-format immersive digital art experiences and cultural IP partnerships as TODA.
• ARTE Museum Dubai: Immersive digital art venue in Dubai (also by the same Korean operator family behind ARTE MUSEUM) using large-scale projection and sound for themed shows; directly competes with TODA for the same tourist, school, and corporate event market in Dubai.
• Hall des Lumières: NYC immersive art center housed in a landmark building, operated by Culturespaces; similar in projecting curated artist shows inside a heritage venue, with comparable ticketed and private-event revenue streams.

Regional players

• Museum of the Future: Iconic Dubai cultural attraction blending technology, immersive exhibits, and themed experiences; not a ticketed show competitor but draws from the same tourist and corporate-event budgets in Dubai and is a comparable immersive cultural-tech destination.

Broad incumbents

• Dubai Opera: Dubai's flagship performing arts venue hosting opera, ballet, concerts, and private events; broader incumbent in the same live-entertainment venue market in Dubai, competing for premium corporate events and tourist audiences.
• Culturespaces (parent of Atelier des Lumières & Hall des Lumières): French operator running a portfolio of immersive art venues globally; broader incumbent in the same category as TODA, providing a benchmark for scaling immersive venues across cities.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/TODADXB
• Facebookfacebook.com/todadubai
• LinkedInlinkedin.com/company/todadubai
• Instagraminstagram.com/todadubai
• TikToktiktok.com/@todadubai

Revenue estimate

Valuation estimate

Number of profiles

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 Theatre of Digital Art