Studio VRij

What Studio VRij does

Studio Vrij is a privately held, Amsterdam-based design studio founded in 2020 by Mila Moleman that designs and develops shared immersive experiences, with a core specialization in location-based multiplayer VR installations and conversational AI applications. The studio builds standalone VR experiences using Unity, Meta Quest 3, and HTC Vive LBE hardware, incorporating hand-tracking, spatial audio, and performance optimization techniques (occlusion culling, LOD, draw-call management) to support high visitor throughput at festivals and museums. Notable proprietary work includes the touring multiplayer VR Silent Disco, The Oxytocine Machine, Place So Far, VRtuoos VRtueel, and conversational AI products such as Zuster Annie (developed with Buurtzorg for elderly care) and Passage to the Past (mixed-reality AI at the Jewish Museum Amsterdam). The studio has won a Dutch Interactive Award Gold 2026 for XR Proefkonijnen: Chaos in the Lab.

The studio operates a project-based, professional services model with three revenue streams: (1) custom VR and AI development for institutional clients in healthcare, education, and culture; (2) location-based VR installation deployment at festivals, museums, and corporate events, where Studio Vrij handles all production, equipment, and staffing; and (3) workshops, keynotes, and touring/licensing of ready-made experiences such as The VR Silent Disco and Place So Far. Studio Vrij serves museums, cultural institutions, healthcare providers, educational bodies, and corporate clients primarily in the Netherlands, with selected European exposure (Austria, Italy). Repeat institutional partners include Buurtzorg, BNNVARA, OBA, Stedelijk Museum Amsterdam, Joods Museum, Introdans, Ahold Delhaize, and UvA, supplemented by project funding from Dutch public cultural funds (Stimuleringsfonds Creatieve Industrie, Mondriaan Fund, Nederlands Film Fonds, AFK, Cultuur Loket Digitall).

Name

Studio VRij

Legal name

Studio Vrij

Website

https://studio-vrij.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Studio Vrij is an Amsterdam-based design studio developing shared immersive experiences, including location-based multiplayer VR installations and conversational AI applications, for museums, healthcare organizations, educational institutions, and corporate clients primarily in the Netherlands.

Ownership category

akta.pro rank

Product category

Immersive Experience Design and VR Production Services

NAICS

Motion Picture and Video Industries (5121)

SIC

Services-Computer Programming Services (7371)

akta.pro primary industry

VR/AR/XR Game Studios (MPAFAAAE)

akta.pro secondary industries

VR & Immersive Esports/LBE Venues (VR Arenas, Sim Racing Pods) (MPAFALAE), VR-Based Skills Training Simulations (Soft Skills, Customer Service, Leadership) (EDAFAJAA)

Keywords

• Immersive experience design
• Multiplayer VR development
• Location-based VR installations
• Conversational AI applications
• XR production services

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom VR/AI project development: Studio Vrij creates bespoke immersive experiences for institutional clients in healthcare, education, culture, and social sectors. Projects range from multiplayer VR installations to conversational AI applications, co-developed from concept through execution.
2. Location-based VR installation deployment: Pop-up VR experiences deployed at festivals, museums, events, and corporate settings. Studio Vrij handles all production, equipment, and staffing — the venue provides space and audience. Revenue derived from installation fees and rental arrangements.
3. Workshops and keynotes: Interactive workshops and inspirational keynotes on VR, AI, and immersive storytelling delivered to organizations, conferences, and events. Content tailored to audience experience level.
4. VR touring and showcase licensing: Ready-to-tour VR works such as The VR Silent Disco are presented at festivals and events across Europe, with Studio Vrij managing full production logistics for a per-event fee.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Studio Vrij designs and develops bespoke shared immersive experiences, including location-based multiplayer VR installations, conversational AI applications, and educational XR projects. The studio runs the full production — concept, Unity-based development, equipment, staff, and on-site delivery — for cultural institutions, healthcare and social-care providers, educational bodies, and corporate clients across the Netherlands and Europe.

Product overview

Studio Vrij is a design studio for immersive experiences based in Amsterdam that creates experiences inspiring, moving, and connecting people. Their portfolio consists of location-based multiplayer VR installations (such as The VR Silent Disco, The Oxytocine Machine, Place So Far, VRtuoos VRtueel, De Vrije Hand) and conversational AI applications (Zuster Annie). They also produce educational XR experiences (XR Proefkonijnen, entr.tulpenmanie, Passage to the Past), accessibility initiatives (VR for Everyone), and special experiences (Oculus Cirrus mindfulness VR, UvA Virtual Open Day, Library of the Future). Services include immersive production, AI software development, workshops/keynotes, and event showcases. The company specializes in making visually strong, intuitive XR experiences that bring people together, with expertise in multiplayer VR, conversational AI, and standalone hardware optimization.

Differentiator

Problem solved

Functional benefit

Products and services

• Location-Based Multiplayer VR Installations Bespoke shared VR installations delivered as a service for festivals, museums, and events; the studio handles concept, development, equipment, staff, and on-site production. Target customers are cultural institutions, festivals, and corporate event organisers.
• AI Software Development Services Custom AI-driven software development for healthcare, cultural, and social-impact clients, including conversational AI assistants that automate administrative tasks.
• Workshops & Keynotes Inspirational keynotes and hands-on workshops on VR, AI, and immersive storytelling delivered to organisations, conferences, and events, often including live VR demos.
• Events & Showcases (Pop-ups & Exhibitions) Presentation of VR work at festivals, museums, exhibitions, corporate events, and parties, with full production handling including gear, staff, and experience delivery.
• The VR Silent Disco - Show Me the Light Immersive multiplayer VR dance experience where participants share a virtual dance world using Meta Quest 3 headsets and hand tracking. Targeted at festivals, museums, and cultural events; co-developed with Brass Rave Unit.
• The Oxytocine Machine Immersive VR installation co-developed with Zalán Szakács that uses inflatable cocoons with VR headsets to facilitate intimate connections between strangers. Targeted at cultural venues and festivals.
• VRtuoos VRtueel - Introdans Interactive VR dance experience in which participants explore modern dance by mimicking movements in a virtual dance world. Co-developed with Introdans and aimed at cultural and educational audiences.
• Place So Far Interactive VR installation in which multiple visitors influence a virtual space using hand tracking, journeying through endless imaginative worlds. Deployed at festivals and cultural venues.
• Zuster Annie Conversational AI voice assistant that supports older adults in staying independent and helps care professionals with administrative tasks. Targeted at healthcare providers such as Buurtzorg and elder care organisations.
• XR Proefkonijnen: Chaos in the Lab Playful XR experience in which children learn about fire safety by experimenting in a virtual lab. Co-developed with BNNVARA's Proefkonijnen series and aimed at schools and family audiences.
• De Vrije Hand Mixed-reality experience where multiple participants create 3D art together using hand tracking, seeing each other's creations in shared space. Deployed at festivals, libraries, and community events.
• Passage to the Past Mixed-reality AI experience for the Jewish Museum Amsterdam that lets audiences explore WWII history by interacting with virtual figures and personal items. Targeted at museums and educational institutions.
• entr.tulpenmanie Educational multiplayer VR experience in which players experience the 17th-century Amsterdam tulip bulb auction. Developed with entr.amsterdam and targeted at cultural and educational audiences.
• Library of the Future (OBA NEXT) Metaverse-style virtual version of Amsterdam's OBA NEXT library, accessible via phones, computers, and VR headsets. Targeted at public libraries and community audiences.
• VR for Everyone (VR voor Iedereen) Accessibility initiative that brings VR experiences (space trips, Google Earth VR, collaborative 3D drawing) to communities through Amsterdam's public libraries.
• Oculus Cirrus VR mindfulness game that teaches children relaxation through flying and breathing exercises in a fantastical cloud world, without win/lose mechanics. Installed at child crisis centres in partnership with Raad voor de Kinderbescherming and Leger des Heils.
• UvA Virtual Open Day Interactive 360-degree virtual tour of the University of Amsterdam campus, accessible on phones, computers, and VR headsets. Targeted at prospective students and recruitment teams.

Quantifiable outcome

• 500+ visitors per day at peak festival installations (A Place So Far)
• +3 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature5 records

Partnerships

24 partnerships are on record, tiered core and minor.

• Brass Rave UnitcoreStrategic or Co-development PartnerCollaborative partner in The VR Silent Disco project — Brass Rave Unit composed the original music track 'Show Me the Light' specifically for the immersive multiplayer VR dance experience. The installation premiered at ADE and continues to tour festivals and museums.
• BuurtzorgcoreStrategic or Co-development PartnerCo-development partner for Zuster Annie, a conversational AI assistant for elderly care. Buurtzorg provided healthcare domain expertise and real-world deployment context for the AI tool designed to support care professionals and older adults with early-stage dementia.
• BNNVARAcoreStrategic or Co-development PartnerCo-development partner for XR Proefkonijnen: Chaos in the Lab, inspired by BNNVARA's popular children's science series. BNNVARA provided the IP and concept framework; Studio Vrij delivered the XR experience. Project won a Dutch Interactive Award Gold.
• Zalán SzakácscoreStrategic or Co-development PartnerCo-creator of The Oxytocine Machine and Oxytocina Machina projects. Zalán Szakács contributed spatial design and physical installation design for the immersive VR cocoon installations exploring human connection between strangers.
• IntrodanscoreStrategic or Co-development PartnerCo-development partner for VRtuoos VRtueel, an interactive VR dance experience exploring modern dance through shared movement. Released in March 2023, showcased at Museum Arnhem.
• OBA (Openbare Bibliotheek Amsterdam)coreStrategic or Co-development PartnerLong-running partner for the VR voor Iedereen (VR for Everyone) initiative providing accessible VR experiences through Amsterdam's public libraries. Also partner for the Library of the Future metaverse project (OBA NEXT) and De Vrije Hand pop-ups.
• KLM Royal Dutch AirlinesminorStrategic or Co-development PartnerCollaboration partner listed among Studio Vrij's institutional partners and collaborators.
• Ahold DelhaizeminorStrategic or Co-development PartnerMultiplayer VR sessions delivered for Ahold innovation days and corporate events, showcasing VR for team building and brand activation.
• entr.amsterdamminorStrategic or Co-development PartnerInitiator and collaborator for entr.tulpenmanie — an educational VR experience about 17th-century Amsterdam tulip bulb trading, developed for the entr.tulpenmanie museum.
• NxtMuseumminorGTM or Marketing PartnerVenue partner for The VR Silent Disco during Museumnacht Amsterdam. Listed as a collaborative partner in Studio Vrij's portfolio.
• Stedelijk Museum AmsterdamminorStrategic or Co-development PartnerVenue and collaborative partner for Oxytocina Machina installation, listed among Studio Vrij's institutional partnerships.
• Gemeente AmsterdamminorStrategic or Co-development PartnerMunicipal government partner supporting various Studio Vrij projects including Oxytocina Machina and VR initiatives.
• Museum ArnhemminorStrategic or Co-development PartnerVenue for VRtuoos VRtueel installation in 2023, listed among Studio Vrij's institutional partners.
• Joods Cultureel KwartierminorStrategic or Co-development PartnerCollaborative partner for Passage to the Past mixed reality project at the Joods Museum, providing Holocaust education content and historical expertise.
• Universiteit van Amsterdam (UvA)minorStrategic or Co-development PartnerPartner for UvA Virtual Open Day 360-degree virtual campus tour and academic collaboration (founder Mila Moleman studied AI at VU, not UvA, but UvA is listed as a collaborator).
• International Film Festival Rotterdam (IFFR)minorGTM or Marketing PartnerFestival venue and partner for The VR Silent Disco prototype and other Studio Vrij immersive media works.
• Down the Rabbit Hole FestivalminorGTM or Marketing PartnerFestival venue for A Place So Far installation, welcoming 500+ visitors per day.
• Film by the Sea FestivalminorGTM or Marketing PartnerFestival venue for A Place So Far showcase in Vlissingen.
• Ars ElectronicaminorStrategic or Co-development PartnerFestival and collaborative partner for Oxytocina Machina at the Ars Electronica Festival in Linz, one of Europe's most prestigious media art festivals.
• V2_Lab RotterdamminorStrategic or Co-development PartnerHost institution for Oxytocina Machina residency and installation as part of V2's media art program.
• Espronceda Institute of Arts & CultureminorStrategic or Co-development PartnerOriginal pilot location for Oxytocina Machina in 2021, where the concept was first developed during an IMMENSIVA residency.
• ParadisominorGTM or Marketing PartnerIconic Amsterdam music venue hosting VR Silent Disco prototype and other Studio Vrij events.
• CosisminorStrategic or Co-development PartnerListed among Studio Vrij's institutional partners and collaborators.
• Raad voor de KinderbeschermingminorStrategic or Co-development PartnerChild protection council collaborating on Oculus Cirrus mindfulness VR project for children awaiting foster placement.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sandbox VR: Sandbox VR operates a global chain of location-based multiplayer VR experiences where groups share virtual environments in physical venues. Directly comparable to Studio Vrij's LBE multiplayer VR installations such as VR Silent Disco and Place So Far, though Sandbox VR is a venue chain and Studio Vrij is a creator that licenses deployments to third-party venues.
• Mursion: Mursion provides AI-driven VR simulations for soft-skills training in healthcare, education, and workforce development. Comparable to Studio Vrij's Zuster Annie conversational AI work in healthcare, both blending immersive simulation with conversational agents to support practice and behavioral outcomes.
• Zero Latency: Zero Latency operates free-roam, multi-player location-based VR experiences at venues worldwide. Directly comparable to Studio Vrij's location-based multiplayer VR model with hand-tracking and shared virtual spaces, though Zero Latency runs its own venue network while Studio Vrij deploys at partner venues and festivals.
• STRIVR: STRIVR builds VR-based immersive training and learning experiences for enterprise and sports organizations. Comparable to Studio Vrij in delivering VR installations for institutional clients (corporate training, education), though STRIVR focuses on performance training while Studio Vrij spans culture, healthcare, and education.
• Bodyswaps: Bodyswaps delivers VR soft-skills training simulations for communication, empathy, and workplace behavior using immersive role-play with AI feedback. Comparable to Studio Vrij in applying VR for behavioral and social outcomes, including conversational AI-driven healthcare deployments.
• Talespin: Talespin is a VR-based soft-skills and workforce training platform that uses immersive simulations and conversational AI for enterprise learning. Comparable to Studio Vrij in applying conversational AI and VR together for training and behavioral-change use cases, though Talespin focuses on enterprise workforce development while Studio Vrij applies the same toolkit to cultural and healthcare contexts.

Broad incumbents

• Engage VR: Engage is a VR education and enterprise collaboration platform used for virtual classrooms, training, and events. Comparable to Studio Vrij's VR for Everyone library initiative and educational XR experiences for UvA, BNNVARA, and Comenius College, though Engage is a self-serve platform.
• MeetinVR: MeetinVR provides VR meeting and collaboration software for distributed teams using avatars and shared 3D spaces. Comparable to Studio Vrij in enabling shared multi-user XR experiences, but as a software platform rather than a bespoke experience studio.
• Spatial: Spatial provides a metaverse-style VR/AR collaboration platform for meetings, events, and shared 3D spaces. Comparable to Studio Vrij in building shared multi-user XR environments with Meta Quest support, though Spatial is a broader enterprise platform while Studio Vrij creates bespoke cultural and institutional experiences.

Emerging players

• Wonda VR: Wonda VR is a web-based VR content creation and collaboration platform used for immersive learning, events, and cultural experiences. Comparable to Studio Vrij in delivering cultural and educational immersive experiences, though Wonda is a self-serve authoring tool while Studio Vrij provides end-to-end production.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/studio-vrij
• Instagraminstagram.com/studiovrij

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 Studio VRij