What MOVE37XR does

MOVE37XR (legal name: MOVE37XR Arts Collective; also known as M37) is a Canadian Federal Not-for-Profit immersive studio and tech lab that creates extended reality (XR) art, research, and community programs at the intersection of art, technology, ecology, and consciousness. Founded in 2021 by Creative Director Pravin Pillay and registered as a Federal Not-for-Profit in 2023, the organization produces a portfolio of immersive experiences: VR works such as Bardo (an interactive particle-systems experience drawing on Buddhist water-cycle themes), Star Stuff (on Oculus Store and shown at planetariums), and KraKIN/Polyphonic Garden VR; a 42-foot prototype immersive dome (Earth-Sky Dome / OM Dome) for live sonic and visual installations; and the larger-scale Hyperobject 108: The Dreaming. Underlying technology spans VR/AR/MR, motion capture (Kinect), 360-degree video, AI-generated content, and dome projection systems. Programmatic offerings include monthly VR Salons (November–May), Creative Jams for prototyping, and the Dreaming Node Network—a bioregional global network of partner studios and research labs in Canada, the USA, India, Tanzania, and Peru.

The organization does not sell its experiences. Its revenue model is grant-based and mission-aligned: disclosed funding includes a ParTeck seed grant from the Human Data Commons Foundation and a Canadian Government COVID Recovery Grant, together with project funding from Canada Council for the Arts, Creative BC, Telefilm Canada, Indigenomics Institute, and commissioning relationships with institutions such as the H.R. MacMillan Space Centre, City of Victoria, York University's Dahdaleh Institute, and SXSW. Its go-to-market is community-led and event-driven, relying on monthly VR salons, creative jams, conference panels, public art installations, and venue partnerships to reach audiences. The customer base consists of XR artists and creative technologists (primary persona), Indigenous communities and organizations, environmental and social impact organizations, and academic and research institutions; the organization's leadership and advisory bench is a notable strategic asset, including two Governor General's Award recipients, the Principal of Massey College, the founder of the Indigenomics Institute, and recognized mindfulness pioneers. The organization is governed by a Board comprising Pravin Pillay, Dr. James Orbinski, Carol Anne Hilton, and Natasha Marshall, with a participating artist and contributor network of roughly 20 named individuals and one intern.

Name

MOVE37XR

Legal name

MOVE37XR Arts Collective

Website

https://move37xr.org

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

MOVE37XR is a Canadian non-profit immersive studio and tech lab that produces XR art, VR experiences, and a 42-foot immersive dome for Indigenous communities, artists, and planetary health organizations. It funds operations through grants, sponsorships, and institutional venue partnerships across a global Dreaming Node Network.

Ownership category

akta.pro rank

Product category

Immersive XR Arts and Research

NAICS

Other Specialized Design Services (54149)

SIC

Services-Motion Picture & Video Tape Production (7812), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Virtual Field Trips & Experiential Learning Environments (Museums, Geography, History) (EDAFAJAG)

akta.pro secondary industries

VR/XR Hardware & Accessories (Headsets, Controllers, Trackers, Haptics) (MPAFAGAG), XR/AR/VR/MR Development Frameworks & Toolchains (MPAFAFAF)

Keywords

• Immersive XR experiences
• Virtual reality production
• Interactive installation art
• Digital arts research
• Creative technology studio

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Funder and Sponsor Support: Financial and in-kind support from funders and sponsors to advance the mission of creating immersive storytelling experiences. Support helps activate a global network of artists, creative technologists, immersive studios, and research labs.
2. Government Grants: COVID Recovery Grant from the Canadian Government used to establish XR research studio.
3. Institutional Partnerships: Collaborations with institutions like Canada Council for the Arts, Creative BC, and Telefilm Canada provide funding for specific projects and initiatives.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

MOVE37XR is a non-profit immersive studio and research lab that creates original XR art experiences including VR works, interactive particle-system installations, and a 42-foot immersive dome. The collective delivers these works through community programs (VR Salons, Creative Jams), commissioned public art installations, and a decentralized global network of partner studios (Dreaming Node Network), integrating Indigenous knowledge with emerging immersive technologies.

Product overview

MOVE37XR is an Indigenous and Indo-Canadian led non-profit creative studio and emerging media research lab. The organization offers a portfolio of immersive experiences including VR experiences (Bardo, Star Stuff, KraKIN/Polyphonic Garden VR), immersive dome installations (Earth-Sky Immersive Dome), and large-scale installations (Hyperobject 108: The Dreaming). These are delivered through community programs (VR Salons, Creative Jams) and a global network of partner studios (Dreaming Node Network). The offerings emphasize transformative experiences at the intersection of art, technology, ecology, and consciousness.

Differentiator

Problem solved

Functional benefit

Products and services

• Bardo

Quantifiable outcome

• Recognition as a Digital Arts Organization by Canada Council for the Arts
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

17 partnerships are on record, tiered core and secondary.

• H.R. MacMillan Space CentrecoreStrategic or Co-development Partner · 1 March 2023Public space science museum in Vancouver that serves as a Dreaming Node in MOVE37XR's global network and will host Indigenomics Impact 2025 and Life at the Centre Festival 2026, supporting immersive storytelling that integrates Indigenous knowledge, futurism, and systems thinking.
• Global Centre for Indigenomics (GCOI)coreStrategic or Co-development Partner · 1 March 2023Organization dedicated to advancing indigenous economic and cultural development. MOVE37XR is a key partner collaborating to create immersive experiences that highlight Indigenous economic leadership and cultural narratives, supporting shared mission of driving cultural and economic transformation.
• Haus of OwlcoreStrategic or Co-development PartnerCoworking Club for Creators in Victoria committed to fostering collaboration, creativity, and education. Their focus on collaboration and creativity aligns with MOVE37XR's mission to cultivate immersive experiences through collective innovation.
• PhoriacoreTechnology or IntegrationImmersive tech studio specializing in cutting-edge VR/AR/MR/XR technology with a mission to generate positive impact. Their work in immersive media closely aligns with MOVE37XR's mission to create transformative experiences that foster empathy and cultural understanding.
• Presencing Institute (MIT)coreTechnology or IntegrationInstitute at the forefront of advancing theory and practice of systems transformation. Through initiatives like U-Lab 2x, it empowers individuals and organizations to drive change. MOVE37XR's origin traces to MIT's Presencing Institute where the Transformative Arts and Culture Exploratorium concept was developed.
• Dahdaleh Institute for Global Health ResearchcoreStrategic or Co-development PartnerLeading center at York University dedicated to advancing global health through innovative research, education, and community engagement. MOVE37XR's Creative Director serves as Community Fellow, focusing on planetary health and immersive media projects.
• iSpace Lab at Simon Fraser UniversitycoreTechnology or IntegrationResearch lab at SFU creating immersive technologies that revolutionize how we learn, work, communicate, and interact. MOVE37XR collaborated with lab members John Desnoyers-Stewart and Dr. Brad Necyk, leading to monthly VR salons.
• IM4XR Media LabcoreStrategic or Co-development PartnerLab dedicated to Indigenizing VR/AR/360 by enabling Indigenous communities to incorporate these technologies into educational, cultural, language, artistic and commercial applications. MOVE37XR shares similar vision for advancing Indigenous narratives.
• The Inventor's NestsecondaryStrategic or Co-development PartnerToronto-based community innovation hub located within The Redwood Theatre, serving as creative incubator for inventors, builders, artists, and technologists. Both organizations value inclusive innovation where technology, art, and imagination converge.
• Slow StudiessecondaryStrategic or Co-development PartnerIndigenous-led creative agency bringing public spaces to life through immersive digital art, activations, and exhibitions. Collaborates with and represents Indigenous artists who fuse tradition with technology.
• International Center for Contemplative InquirysecondaryStrategic or Co-development PartnerOrganization based in Hawaii and Seattle fostering consciousness shift essential for navigating complex world with wisdom, compassion, creativity, and courage. Aligns with MOVE37XR's goals of cultivating mindfulness and collective wisdom.
• GlobalKulturesecondaryStrategic or Co-development PartnerIndia-based nonprofit working to preserve, revitalize, and reimagine tribal and folk performance arts through educational, ecological, and socially engaged programs. Their mission resonates with MOVE37XR's commitment to immersive storytelling and planetary health.
• IISAAK OLAM FoundationsecondaryStrategic or Co-development PartnerIndigenous-led non-profit empowering Indigenous Protected and Conserved Areas (IPCAs) in Canada, promoting cultural integrity, ecological stewardship, and community empowerment. Resonates with MOVE37XR's focus on immersive storytelling supporting Indigenous leadership.
• Signals XR LabsecondaryStrategic or Co-development PartnerLab showcasing cutting-edge XR content focusing on Canadian and Indigenous storytelling, providing platform for creators, technologists, and audiences to explore immersive media emphasizing innovation and cultural expression.
• Humanitas Smart Planet SystemssecondaryStrategic or Co-development PartnerNetwork of mission-driven companies and consultants dedicated to transforming organizations toward a healthy, thriving, sustainable planet. MOVE37XR's mission complements their efforts in promoting sustainability and social impact.
• City of VictoriasecondaryStrategic or Co-development PartnerCity government dedicated to fostering a thriving cultural ecosystem where creativity, innovation and artistic excellence can flourish. Commissioned MOVE37XR for Winter Arts Festival.
• Indigenomics Institute (Retreat)secondaryStrategic or Co-development PartnerIndigenomics Institute team retreat hosted in the M37 Earth-Sky Dome was a deeply healing and rejuvenating experience designed to nurture collective sense of care rooted in Indigenous perspectives.

Scale indicators3 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• teamLab: Japan-based interdisciplinary art collective producing massive digital immersive installations globally; comparable as a globally scaled immersive art collective, though orders of magnitude larger and more commercially established.
• Meow Wolf: US-based large-scale immersive art exhibition company; comparable as a规模化 producer of permanent immersive art experiences, but with far greater scale, commercialization, and consumer-ticket revenue.

Direct peers

• Marshmallow Laser Feast: Award-winning experiential art collective creating immersive VR and large-format installations; comparable for combining cutting-edge immersive technology with art-driven, transformative installations.
• Artechouse: US-based operator of permanent immersive art technology exhibition spaces; comparable for combining immersive art installations with venue-based distribution and institutional partnerships.
• Penrose Studios: VR animation and immersive storytelling studio producing narrative-driven VR experiences; comparable for creating distributable VR content with a focus on emotional, transformative impact.
• Phoria: Australian immersive tech studio specializing in VR/AR/MR/XR experiences with a positive-impact mission; a listed MOVE37XR strategic partner and the closest operational analog as a mission-driven XR studio creating transformative immersive experiences.
• Big Rock Creative: Immersive XR production company whose CEO Athena Demos is a MOVE37XR contributing artist; directly comparable as an XR studio producing immersive experiences and live-event XR content.
• Slow Studies: Indigenous-led creative agency producing public-space immersive digital art and activations; directly comparable as an Indigenous-led immersive XR creator and a listed MOVE37XR partner.
• Félix & Paul Studios: Montreal-based immersive VR content studio producing high-end cinematic VR experiences; comparable as a Canadian, mission-led XR studio creating distributable immersive art content.
• AATOAA: Montreal-based interactive/immersive digital studio by Vincent Morisset; comparable as a Canadian creator of interactive, web- and XR-based narrative experiences blending art and technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 MOVE37XR