What Imagica EEX Co. does

Imagica EEX Co. (株式会社IMAGICA EEX) is a Tokyo-based experience design company established on July 3, 2020 as a wholly-owned subsidiary of IMAGICA GROUP (founded 1935). The company positions itself as an "Experience Architecture Company" that fuses creative production with advanced imaging and XR technologies to design spatial experiences bridging real and virtual environments. Its core technical capabilities span 8K/12K high-definition media capture and projection, XR (VR/AR/MR) content and platforms, digital twin venue modeling, immersive projection mapping, drone-based light entertainment with real-time LED control, holographic and naked-eye 3D displays, and 3D spatial transmission over NTT's IOWN (Innovative Optical and Wireless Network) infrastructure. Notable proprietary formats include the MOON QUEST immersive theater (now a permanent exhibit at the Gifu Kakamigahara Aerospace Science Museum), ANIMA! (multi-layer gauze projection with Sony Active Slate haptics), and the AI-driven immersive IP framework being co-developed with AI studio MiYAGi.

The company's primary revenue stream is project-based creative and production services delivered to enterprise clients under custom-quoted engagements; secondary streams include technology and IP licensing, and government/institutional R&D and proof-of-concept work (e.g., Expo 2025 pavilions, Tokyo Bay eSG Project, Shibuya Future Design CNUD). Customer base spans live event and entertainment organizers (Perfume, Tokyo Girls Collection, ENHYPEN, ONE OK ROCK), theme parks and museums (Gifu Aerospace Museum, MoN Takanawa), telecom platform operators (NTT, NTT DOCOMO, Chunghwa Telecom), automotive (Yamaha Motor), energy (Kansai Electric Power), professional sports (LA Dodgers / TOKYO NODE LAB), and government/public-sector clients (Tokyo Metropolitan Government, Agency for Cultural Affairs). Go-to-market is consultative and project-based, augmented by strategic alliance partners (Red Cliff, Sony PCL, SoVeC, Dentsu Live, Toei Techno, Bascule, P.I.C.S., KANA-L HOLDINGS) that co-deliver projects and surface opportunities. Distribution and visibility are reinforced by marquee events (Expo 2025 Osaka-Kansai across multiple pavilions, MLB Tokyo Series, ODAIBA DRONE SHOW with 500 drones, Tokyo International Projection Mapping Award Vol.10 with ~10,674 attendees), awards (2025 Good Design Award, 2024 ACC Grand Prize), and CEO thought-leadership at industry forums (URCF Symposium, Interop Tokyo, NTT IOWN Global Forum).

Operationally, the company is led by Representative Director, CEO and CCO Haruyuki Moroishi, with CDO/Creative & Technology Bureau head Furuya Norifumi and General Producer/Creative Advisor Munehiko Harada forming the senior creative team. It maintains headquarters at Minato-ku, Tokyo (¥100M registered capital, fiscal year ending March), and is 100% owned by IMAGICA GROUP, which provides 90+ years of image-technology heritage, group-level partnerships (UN-SCALABLE VISION), and institutional backing. Strategic direction as of 2026 is anchored by the dual mandates of expanding real-virtual fusion experience architecture and developing AI-native immersive IP, executed through deepening alliances with NTT, IOWN ecosystem partners, and generative-AI specialists.

Name

Imagica EEX Co.

Legal name

株式会社IMAGICA EEX

Website

https://eex.co.jp

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Imagica EEX is a Tokyo-based experience design subsidiary of IMAGICA GROUP that designs and produces immersive XR, projection mapping, drone, and IOWN-based spatial experiences for enterprise clients across entertainment, telecom, sports, automotive, energy, and public-sector projects in Japan and APAC.

Ownership category

akta.pro rank

Product category

Immersive Experience Design Services

NAICS

Graphic Design Services (54143), Indoor and Outdoor Display Advertising (54185), Computer Systems Design Services (541512)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Immersive/Interactive Animation (AR/VR/Real-Time) (MPAHACAN)

akta.pro secondary industries

Virtual Production & LED Volume Services (Stage Ops, ICVFX, Real-Time Camera/Tracking) (MPADAHAB), Immersive/Spatial Audio Production (Dolby Atmos, 5.1/7.1, Binaural) (MPAHAEAJ), Virtual & Hybrid Event Platforms (Webinars, Virtual Venues, Event Hubs) (THAHAOAA)

Keywords

• Immersive experience design
• XR live events
• Projection mapping
• Metaverse solutions
• Drone entertainment

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Project-Based Creative & Production Services: The primary revenue stream — custom immersive experience projects contracted by event organizers, exhibition operators, theme parks, government entities, and corporate clients. Projects include content production, spatial design, technology integration, and live event operations. Revenue is earned per project with no recurring component.
2. Technology and IP Development Licensing: Development and licensing of proprietary technologies (XR platforms, immersive theater formats, drone entertainment systems) and IP content to partners and clients. Also includes strategic investment in new entertainment IP and technology ventures as part of the company's mandate.
3. R&D and Proof-of-Concept Projects: Government-sponsored and institutional R&D collaborations (e.g., Expo 2025 pavilion projects, cultural ministry projects) providing development funding and technology validation. Also includes contributions to Tokyo Bay eSG Project and other sustainability/urban development initiatives.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

IMAGICA EEX designs, produces, and operates immersive experience projects that fuse real and virtual spaces for enterprise and institutional clients. Core deliverables include XR live events, projection mapping installations, immersive theater productions, drone light shows, 8K 3D 360° VR content, AR applications, and IOWN-based 3D spatial transmission — delivered on a project-by-project basis across live entertainment, theme parks, museums, exhibitions, government projects, and corporate brand activations.

Differentiator

Problem solved

Functional benefit

Products and services

• Real-time Drone Light Show Real-time LED-equipped drone light show production service for stadiums, arenas, and urban events, enabling live light performances with real-time lighting control synchronized to event conditions rather than pre-programmed sequences. Delivered to enterprise clients including NTT DOCOMO and venues like MUFG STADIUM (National Stadium).
• SPACE JOURNEY TO THE EARTH (8K 3D 360° VR Content) High-end 8K 3D 360° VR content (7680×7680 resolution) captured using EOS R5 C cameras with dual fisheye lenses, offering immersive Earth observation experience from stratospheric balloon flight. Recognized with the 2025 Good Design Award.
• ANIMA! Immersive Theater Full-body 360° immersive theater combining multi-layer gauze projection, spatial audio, and Sony's Active Slate floor haptics, producing dynamic content that changes per performance session. Premiered at Expo 2025 Signature Pavilion for enterprise and public audiences.
• 499 Seconds My合体 (499 Byou Watashi no Gattai) Immersive Theater VR/MR immersive theater experience for 30 participants using goggle-based cross-dimensional narrative, combining VR/MR technology, spatial audio, and cross-modal pen-light detection. Served at Expo 2025 Signature Pavilion.
• ODAIBA DRONE SHOW 2024 Large-scale 500-drone synchronized entertainment show in Odaiba, Tokyo, integrating anime IP content with music synchronization. Established the company's anime-content drone show production capability for entertainment IP holders and event operators.
• MOON QUEST -Welcome to Lunar Base Tour- 5-sided plus floor large-screen immersive theater where visitors experience a lunar base tour set in 2040, combining CG-free realism with stereoscopic depth perception. Now a standing exhibit at Japan's only aerospace museum.
• LOST ANIMAL PLANET AR App Location-based AR smartphone application for discovering and collecting extinct animals, built with NTT QONOQ using VPS (Visual Positioning System) technology. Distributed through NTT DOCOMO's XR City platform targeting Japan's expanding AR/XR entertainment market.
• NEXT VISION JAPAN Cultural Agency Project Commissioned cultural agency program combining immersive live viewing, planetarium dome theater, XR LIVE streaming, and 2D-3D simultaneous viewing experiences aimed at enhancing arts revenue.

Quantifiable outcome

• SPACE JOURNEY TO THE EARTH 3D 360°VR content received the 2025 Good Design Award for its immersive quality and realistic Earth observation experience from the stratosphere.
• +4 more outcomes

Named customers12 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature10 records

Partnerships

18 partnerships are on record, tiered core, strategic, minor and secondary.

• 株式会社KANA-L HOLDINGS / AI studio MiYAGicoreStrategic or Co-development Partner · 28 July 2026Strategic partnership for AI-powered immersive IP creation in spatial experience domain. KANA-L HOLDINGS operates AI studio MiYAGi, specialized in generative AI video production. The partnership aims to create new immersive IP by combining AI video generation with IMAGICA EEX's spatial experience design — targeting Japanese cultural IP, 2D/2.5D IP upgrades, and next-generation entertainment formats.
• ニーナラボ (NinaLab)strategicStrategic or Co-development Partner · 28 April 2026Business partnership for integrated spatial experience and event domain services — from initial implementation through continuous operations. Aims to build a comprehensive service structure for spatial experience design and ongoing event operations.
• 吉崎圭一 (Strategic Producer)minorOthers · 27 April 2026Alliance partner — strategic producer 横跨 media and IP to create new market value. Engaged to provide strategic guidance across entertainment IP development and cross-industry collaboration initiatives.
• 株式会社レッドクリフ (Red Cliff Inc.)coreTechnology or Integration · 4 April 2026Partnership for real-time drone entertainment at THE MUSIC STADIUM 2026 at MUFG STADIUM (National Stadium). Red Cliff provided drone hardware and real-time control technology while IMAGICA EEX handled show concept design and overall experience direction. Demonstrated next-generation drone light shows using LED-equipped drones with real-time control capability for the ONE OK ROCK organized music event.
• TOKYO NODE LABstrategicStrategic or Co-development Partner · 10 April 2025Collaboration as TOKYO NODE LAB member for immersive experience design. Contributed to Dodgers Experience Exhibition at MLB Tokyo Series at TOKYO NODE GALLERY, designing immersive content combining projection mapping, Aurora Vision display, and 3m stadium model mapping.
• 電通ライブ (Dentsu Live)coreStrategic or Co-development Partner · 31 March 2025Joint provision of the 'UN-SCALABLE VISION' visual experience solution — combining Dentsu Live's event content development expertise with IMAGICA GROUP's and IMAGICA EEX's imaging and spatial technology capabilities. Target applications include large-scale events, symbol monuments, outdoor vision, urban development, and arena development. Provides one-stop services from content creation to hardware deployment and delivery system development.
• 株式会社NTT DOCOMO / NTT DOCOMO Studio & LivecoreStrategic or Co-development Partner · 26 June 2024Strategic partnership agreement for expanding live and entertainment business. IMAGICA EEX provides immersive experience design and technology integration for DOCOMO's live entertainment projects, including digital twin venue data creation for Ariake Arena, drone entertainment at THE MUSIC STADIUM, and urban music festival STARLIGHT TOKYO 2023. DOCOMO provides event platform, audience reach, and live broadcasting infrastructure.
• トーエーテクノインターナショナル株式会社 (Toei Techno International)strategicTechnology or Integration · 22 May 2024Joint development partnership for naked-eye 3D display technology. IMAGICA EEX contributes immersive entertainment domain expertise and content delivery capabilities; Toei Techno brings LED device manufacturing, development, and engineering expertise. Target applications include live event venues, museums, shopping malls, and digital signage.
• 一般社団法人渋谷未来デザイン (Shibuya Future Design)strategicStrategic or Co-development Partner · 18 April 2024Alliance partner金山淳吾 (Jungo Kanayama) from Shibuya Future Design joined as alliance partner/executive producer. Shibuya Future Design is a general incorporated foundation driving urban innovation through cross-sector collaboration. The partnership strengthens IMAGICA EEX's connections with urban development and cultural policy stakeholders.
• 地球科学可視化技術研究所株式会社 (Visualization Institute of Earth Science / REVJ)coreStrategic or Co-development Partner · 30 May 2023Business partnership for leveraging earth science data in immersive spatial experiences. Partnership dates to May 2023 and was strengthened in October 2025. Includes collaboration on Expo 2025 signature pavilion (河森正治) for fossil/paleontology content, XR applications for extinct species visualization, and co-development of earth science-themed immersive experiences. REVJ was selected for Toyo Keizai 'Super Ventures 100' 2025 for excellence in public/educational applications of XR and 3D mapping technology.
• NTT (日本電信電話株式会社)coreStrategic or Co-development PartnerCollaboration on NTT Pavilion 'PARALLEL TRAVEL' at Expo 2025 Osaka-Kansai, using NTT's IOWN (Innovative Optical and Wireless Network) next-generation communication infrastructure for 3D spatial transmission. IMAGICA EEX provided technical coordination for Perfume's live transmission from Expo Memorial Park to the NTT Pavilion. Also collaborated on CHO-KABUKI Powered by IOWN, enabling real-time Japan-Taiwan cross-border kabuki performance using the world's first international IOWN All-Photonics Network.
• ソニーピーシーエル株式会社 (Sony PCL)secondaryTechnology or IntegrationTechnology partner providing spatial audio design and Sony's floor-type haptics 'Active Slate' for immersive theater installations at Expo 2025 (ANIMA!, 499秒 私の合体). Sony PCL contributes audio experience design and haptic feedback technology integrated into immersive spatial experiences.
• SoVeC株式会社secondaryTechnology or IntegrationTechnology partner providing spatial audio solutions using Sony's spatial audio technology combined with Tessaka Hasamitsukuri's proprietary sound engine — delivering 'Sound XR Experience' for immersive installations at Expo 2025 signature pavilion.
• 株式会社バスキュール (Bascule)secondaryStrategic or Co-development PartnerCo-production partner for Expo 2025 signature pavilion 'いのちめぐる冒険' (河森正治-produced). Bascule, known for Japan Pavilion at Dubai Expo, handled exhibition planning; IMAGICA EEX served as production supervisor for immersive content including ANIMA! and 499秒 私の合体.
• 株式会社IMAGICA GROUPcoreOthersParent company holding 100% of IMAGICA EEX shares. IMAGICA GROUP (founded 1935, celebrating 90th anniversary in 2025) is the holding company providing historical image technology heritage, group synergies, and institutional backing. IMAGICA EEX participates in group initiatives including UN-SCALABLE VISION joint solution and shared resources for large-scale projects.
• Tokyo Bay eSG Project (東京都)minorOthersTokyo Metropolitan Government's urban sustainability initiative. IMAGICA EEX participates as a supporting partner contributing spatial experience creation capabilities. Also contributes to 'Tokyo Mirai Park' Earth zone exhibit at Japan Science Future Museum with 3D 360°VR content.
• Carbon Neutral Urban Design (CNUD) ConsortiumminorOthersIndustry consortium led by Shibuya Future Design and SWiTCH for carbon-neutral urban culture. IMAGICA EEX participates as a member contributing creative technology perspective to urban sustainability initiatives.
• 岐阜かかみがはら航空宇宙博物館 (Gifu Kakamigahara Aerospace Science Museum)secondaryOthersPermanent installation partner for immersive theater content. MOON QUEST lunar base experience theater, originally created as a special exhibition, became a standing exhibit at the museum following positive visitor response. IMAGICA EEX continues content development and updates for the permanent installation.

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Moment Factory: Montreal-based multimedia studio specializing in immersive environments, projection mapping, and live experience design for venues, events, and public spaces. Highly comparable in business model (project-based creative services), technology stack (projection, spatial audio, interactive lighting), and target customers (cultural institutions, brands, municipalities).
• teamLab: Tokyo-based digital art collective creating large-scale immersive installations, projection mapping, and XR experiences for museums, theme parks, and corporate clients. The closest direct analogue to IMAGICA EEX in terms of immersive experience design, project-based delivery to enterprise/entertainment clients, and Japan-centric footprint.
• P.I.C.S. Tokyo-based creative production company producing commercials, music videos, and immersive/experiential content. Direct competitor in Japan's premium creative production market and an existing implementation alliance partner for IMAGICA EEX's immersive projects.
• Bascule Inc. Tokyo-based exhibition planning and production firm, notably responsible for the Japan Pavilion at Dubai Expo. An existing co-production partner for Expo 2025 SigNature Pavilion projects, with directly overlapping exhibition design and immersive content capabilities.
• WOW Inc. Tokyo-based visual effects, design, and digital production studio working across film, commercials, music videos, and immersive experiences. Comparable in combining high-end creative with technical production for Japanese enterprise clients in entertainment and brand marketing.
• Dentsu Live: Dentsu Group's experiential/events arm producing large-scale branded experiences, projection mapping, and venue experiences. Direct peer in Japanese event/experiential production; existing partner on the UN-SCALABLE VISION joint solution, indicating overlapping capabilities and customer base.

Broad incumbents

• Universal Creative: The experience design division of Universal Destinations & Experiences, building theme park attractions, immersive lands, and themed entertainment. Comparable in physical-virtual experience design but a much larger incumbent focused on owned-IP venues.
• Walt Disney Imagineering: The theme park and immersive experience design arm of The Walt Disney Company. Comparable in designing physical/digital hybrid attractions, immersive theater, and themed experiences, but operates at vastly larger scale with captive IP and venues.
• Ars Electronica: Austrian cultural institution and production house for media arts, immersive installations, and XR experiences. Comparable in producing immersive/real-time experiences blending art and technology, though operating primarily as a publicly-funded cultural/arts organization rather than a commercial studio.

Emerging players

• Refik Anadol Studio: Los Angeles-based media artist studio producing large-scale AI-driven immersive installations and data sculptures. Comparable in the convergence of generative AI, immersive projection, and spatial experience design for museums and brand experiences, though at a much smaller scale and more art-focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/___EEX___
• YouTubeyoutube.com/channel/UCa9fXFBdzg8ETw91riNOChw
• Facebookfacebook.com/ImagicaEEX
• Instagraminstagram.com/imagicaeex

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Imagica EEX Co.