What GSM Studios Inc. does

GSM Studios Inc. (formerly GSM Project) is a Montreal-based experience design firm founded in 1958 that produces immersive environments for museums, cultural attractions, and brand destinations. Its work spans scenography, media, interactive technology, and architecture, executed through physical studios in Montreal, Paris, and Singapore and delivered via the broader Humanise Collective, a network of more than 200 creative professionals. The firm has completed over 1,000 projects in 120+ cities, with recent flagship engagements including the France Pavilion at Expo 2025 Osaka, Exploria at Mandai Wildlife Reserve in Singapore, Borneo Cultures Museum, the Aga Khan Museum Light exhibition, MEM Montreal, and the Cointreau Distillery experience. Geographically, the studio serves institutional and governmental clients across North America, Europe, and Southeast Asia, and has begun expanding into commercial verticals such as sports (Montreal Canadiens), retail and real estate (Place Ville Marie), and branded cultural experiences (House of Cointreau).

The company's core product is end-to-end experience design: concept development, narrative and spatial design, fabrication of scenic and media components, and integration of interactive systems including RFID-enabled visitor tracking, motion-triggered media, and projection mapping. Underlying technology components are largely sensor- and media-driven rather than AI-driven, with content often produced through bespoke creative pipelines for each venue. The studio operates a project-based professional services model in which revenue is generated through fee-for-service contracts on individual installations or multi-year partnerships (such as the eight-year Exploria engagement), with client segments including national museums, municipal and federal governments, wildlife and tourism operators, and consumer brands seeking cultural-grade experiences.

Business model mechanics center on competitive bidding for high-profile cultural and institutional commissions, where the firm's portfolio and studio network function as primary sales assets. Pricing is project-based with values implied to range from low millions to mid-tens of millions USD for marquee engagements, supported by awards and industry recognition (2019 GFFA Best Design, 2025 Christie's top exhibitions, 2025 Experiential Design Authority, 2025 HUB MTL, 2026 CASCADE Award). The firm remains privately held, with Eric Demay as President and CEO and a senior creative and studio leadership team distributed across Montreal, Paris, and Singapore.

Name

GSM Studios Inc.

Legal name

GSM Studios

Website

https://gsmstudios.world

Company type

Private

Founded year

1960

Operating status

Operating

Short description

GSM Studios Inc. is a Montreal-based experience design firm (founded 1958) that creates immersive environments for museums, cultural attractions, and brand destinations, delivered through studios in Montreal, Paris, and Singapore within the Humanise Collective.

Ownership category

akta.pro rank

Product category

Museum Exhibition Design Services

NAICS

Specialized Design Services (5414)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

Building Information Modeling (BIM) & Digital Design Services (BPAHAKAK)

Keywords

• Exhibition design services
• Immersive multimedia experiences
• Museum experience design
• Cultural attraction design
• Exhibition production services

Headquarters

HQ city

Montreal

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Exhibition Design and Production Services: GSM Studios generates revenue through project-based contracts to design and produce immersive exhibition experiences for museums and cultural attractions. Revenue is earned through design fees, project management, content development, multimedia production, and installation services. Projects range from individual gallery redesigns to complete museum transformations.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

GSM Studios Inc. is a Montreal-based experience design and production firm that conceives, designs, and produces immersive exhibitions, museums, and multimedia installations for cultural attractions, science centers, heritage sites, and branded destinations worldwide. With offices in Montreal, Singapore, and Paris and a portfolio of more than 1,000 projects delivered across 120+ cities over 65+ years, the studio combines narrative-driven scenography, interactive media, and theatrical set design to deliver turnkey visitor experiences.

Product overview

GSM Studios (formerly GSM Project) is a global creative group specializing in experience design and production for museums and cultural attractions. With over 65 years of experience and 1,000 projects in more than 120 cities worldwide, the studio offers comprehensive services from master planning through installation, including spatial storytelling, graphic design, multimedia and interactive development. GSM Studios operates from studios in Montreal, Paris, Singapore, and Dubai. Their portfolio includes the observation experience at Burj Khalifa in Dubai, the touring Star Wars Identities exhibition, and collaborations with major museums including the National Museum of Singapore, Asian Civilizations Museum, Canadian Museum of History, and Pointe-à-Callière. Notable projects include Exploria (Southeast Asia's largest indoor nature-themed attraction at 10,000+ sqm), Singapore Odyssea (maritime heritage experience with suspended LED globe and digital waterfall), Pulsations (multi-sensory exhibition at France Pavilion Expo 2025 Osaka), Nanualuk (interactive Arctic expedition at Montreal Science Centre), and Light: Visionary Perspectives (immersive light installations at Aga Khan Museum). The studio also created Cité du Vitrail museum, Borneo Cultures Museum (6,000m²), MEM Centre des mémoires montréalaises, and Cointreau Distillery Experience. Their multidisciplinary team delivers custom experiences rather than packaged products, with each project designed to meet specific client objectives.

Differentiator

Problem solved

Functional benefit

Products and services

• Exploria
• Singapore Odyssea
• Nanualuk – Northern Expedition
• Light: Visionary Perspectives
• Pulsations
• Cité du Vitrail
• Borneo Cultures Museum
• Cointreau Distillery Experience

Quantifiable outcome

• 30% attendance increase with 50,000 visits in first season for Mysterious Carnivores exhibition
• +4 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature6 records

Partnerships

29 partnerships are on record, tiered core and supporting.

• COFREX (Compagnie Française des Expositions)coreStrategic or Co-development Partner · 13 April 2025COFREX is the entity in charge of the France Pavilion for Expo 2025 Osaka. GSM Studios served as lead consultant for the permanent exhibition, developing the overall narrative and immersive visitor experience 'Pulsations' in collaboration with COFREX and brand partners.
• Justine EmardcoreStrategic or Co-development Partner · 13 April 2025Visual artist whose work explores relationships between technology and human life. Partnered with GSM Studios as Artistic Director to co-create Pulsations exhibition for France Pavilion, developing the thematic concept around the pulse and love.
• IRCAM (Institut de Recherche et Coordination Acoustique/Musique)supportingTechnology or IntegrationFrench institute for music and acoustic research. Commissioned by GSM Studios to produce sound compositions for each tableau in the Pulsations experience, creating synchronized audio pieces following the pulse theme.
• RONE (Étienne Bonamy)supportingTechnology or IntegrationElectronic music artist who created original composition at the heart of the France Pavilion, serving as foundation for audio pieces produced by IRCAM.
• Mandai Wildlife GroupcoreStrategic or Co-development PartnerMandai Wildlife Group operates wildlife parks and nature attractions in Singapore. GSM Studios led experience design for Exploria, an 8-year partnership resulting in Southeast Asia's largest indoor themed attraction dedicated to nature.
• Electronics & Engineering Pte LtdsupportingImplementation/ SI/ Consulting PartnerAV and system integration partner for Exploria project at Mandai Wildlife Reserve, providing technical expertise for multimedia installations.
• Dpt.supportingTechnology or IntegrationDigital agency partner contributing to Exploria project multimedia development.
• CraveFXsupportingTechnology or IntegrationMultimedia production partner for Exploria project, contributing to immersive content creation.
• Immersive InternationalsupportingTechnology or IntegrationImmersive experience specialist partner for Exploria project at Mandai Wildlife Reserve.
• LIGHTEMOTIONsupportingTechnology or IntegrationLighting design and emotion consultancy partner for Exploria project, creating atmospheric lighting for immersive environments.
• Auxilio Studio LLPsupportingTechnology or IntegrationCreative studio partner contributing to Exploria project experience design.
• Headspace StudiosupportingTechnology or IntegrationCreative studio partner for Exploria project at Mandai Wildlife Reserve.
• Louis VuittonsupportingGTM or Marketing PartnerGOLD partner involved in Pulsations exhibition creation at France Pavilion, contributing to one of eight immersive tableaux.
• DiorsupportingGTM or Marketing PartnerGOLD partner involved in Pulsations exhibition creation at France Pavilion, contributing to artistic direction.
• AXAsupportingGTM or Marketing PartnerGOLD partner involved in Pulsations exhibition creation at France Pavilion.
• NinapharmsupportingGTM or Marketing PartnerGOLD partner involved in Pulsations exhibition creation at France Pavilion.
• Vins d'AlsacesupportingGTM or Marketing PartnerGOLD partner involved in Pulsations exhibition creation at France Pavilion.
• 8'18"supportingImplementation/ SI/ Consulting PartnerLighting design firm collaborating with GSM Studios on Cité de l'architecture et du patrimoine project, providing specialized lighting expertise.
• ANA - BETsupportingImplementation/ SI/ Consulting PartnerEngineering consultancy partner for Cité de l'architecture et du patrimoine redesign project.
• tg·asupportingImplementation/ SI/ Consulting PartnerHeritage architecture consultancy partner for Cité de l'architecture et du patrimoine redesign project.
• Sid LeesupportingStrategic or Co-development PartnerCreative agency that was part of consortium with GSM Project for Place Ville Marie observation deck transformation.
• Cirque du SoleilsupportingStrategic or Co-development PartnerEntertainment company that was part of consortium with GSM Project for Place Ville Marie observation deck transformation.
• Les Enfants TerriblessupportingStrategic or Co-development PartnerRestaurant group that operated the restaurant-bar component of Au Sommet Place Ville Marie experience.
• Ivanhoe CambridgesupportingStrategic or Co-development PartnerBuilding owners who were part of consortium with GSM Project for Place Ville Marie transformation.
• Boîte Rouge VIFcoreStrategic or Co-development PartnerIndigenous co-creation organization that partnered with Montreal Science Centre to consult with Inuit community members during Nanualuk exhibition development, ensuring authentic representation.
• Humanise CollectivecoreStrategic or Co-development PartnerGSM Studios is a member of Humanise Collective, a network of over 200 communication and business strategy professionals that provides broader organizational support and collaboration opportunities.
• Kin ProductionssupportingImplementation/ SI/ Consulting PartnerProject management and fabrication partner for Singapore Odyssea project at National Museum of Singapore.
• Brian Gothong TansupportingTechnology or IntegrationMultimedia director for Singapore Odyssea project, contributing creative vision for immersive content.
• Marcus NgsupportingTechnology or IntegrationResearch writer for Singapore Odyssea project, developing narrative stories, myths, and historical accounts.

Scale indicators13 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Pentagram: Multidisciplinary design firm with broad practice across graphic design, branding, exhibition design, and environmental graphics. While not specialist in immersive multimedia, Pentagram partners regularly work on cultural institutions and museum wayfinding/graphics — overlapping with GSM's design-only and graphic-design layers.
• Snøhetta: Internationally active architecture and design practice with significant cultural institution and exhibition/interior work. Overlaps with GSM on museum and cultural-attraction commissions, though Snøhetta is broader and architecture-led.

Direct peers

• Local Projects: New York-based experience design studio focused on interactive, narrative-driven installations for museums, memorials, and cultural institutions (e.g., 9/11 Memorial Museum, Cooper Hewitt). Direct comparator for GSM's interactive/multimedia-driven museum work.
• Moment Factory: Montreal-headquartered multimedia entertainment studio producing immersive, multimedia-driven visitor experiences for cultural institutions and brand attractions. Operates in the same niche as GSM Studios (experience design, projection mapping, narrative storytelling) and competes for many of the same institutional clients globally.
• Thinkwell Group: Global experience design and production firm specialized in museums, theme parks, and attractions. Direct competitor for large-scale cultural attraction projects such as Mandai Exploria equivalents and expo pavilion commissions.
• Evidence Design: Paris-based exhibition design and museum planning firm with extensive cultural-institution portfolio. Closest European competitor to GSM's Paris studio for museum exhibition design and cultural heritage projects.
• Ralph Appelbaum Associates: Long-standing New York exhibition design firm specialized in museums, cultural institutions, and visitor centers, with global project reach. Highly comparable to GSM on deliverable type (interpretive master planning, gallery design, museum transformation) and target client (museums, foundations, governments).
• BRC Imagination Arts: California-based experience design firm specializing in branded attractions, cultural centers, museum experiences, and themed environments for global clients. Overlaps with GSM in branded attractions, themed environments, and large-scale immersive storytelling.

Emerging players

• teamLab: Japanese interdisciplinary art collective creating large-scale digital, immersive art installations and permanent museums (e.g., teamLab Planets, Borderless). Comparable to GSM on immersive tech-driven narrative experiences for high-attendance cultural attractions.
• Refik Anadol Studio: Los Angeles-based media artist and studio producing large-scale, data-driven immersive installations for museums and public attractions. Comparable to GSM on the immersive multimedia / projection-led dimension of cultural projects, though narrower in scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@gsmstudiosworld
• Facebookfacebook.com/gsmstudiosworld
• LinkedInlinkedin.com/company/gsmstudiosworld
• Instagraminstagram.com/gsmstudios.world/?hl=en

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 GSM Studios Inc.