Stockholm · 2025
Elysium
A 650-square-metre clinic hiding on an ordinary Stockholm street. AI characters remembered visitors between scenes. The fiction ran for six weeks.
97%sell-through
1 000participants over six weeks
What we do
We build the world, and the system that runs it.
We do not design what an audience watches. We design what they do — and that cannot be held by a script alone, which is why every world we build has a system underneath it. Scenography, software, live performance, AI and audience design are made as one thing, not handed between departments. We are as exacting about the lighting cue as about the inference latency. The work begins before the door and keeps moving after the lights come up.
Three doors, one house
What we offer.
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01 / Public
Launch & live
Pre-launch ARGs, activations and live seasons around games, film and streaming — the participatory layer that makes a release an event.
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02 / Cultural
The studio
Original participatory works, built shoulder-to-shoulder with theatres, museums and institutions.
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03 / Civic
Transformation
The same worldbuilding craft turned toward leadership, organisations and cities that need people inside the change.
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Selected work
Worlds we have built.
See the full case
SXSW · Global
Unknown 9
A transmedia world directed across live incident, screen and audience discovery—made with Reflector Entertainment and performers from Punchdrunk’s Sleep No More.
100M+impressions
SXSWSpecial Selection · Shorty nomination
Sweden · 2012–2016
Narrative
A camera the size of a stamp that took a photo every thirty seconds, and software that turned the pile into a memory you could find your way through. Founded in Sweden as Memoto; the Clip opened a category that did not exist.
11×the Kickstarter goal
68countries shipped
New York · 2018–2021
Heywear
New York's most tedious errand, rebuilt as one room. Eye exam, frames, an optical lab behind the wall — and finished prescription glasses before you have finished your coffee. We built the service model, the brand and the space.
30 minwalk-in to finished glasses
$50starting price, prescription included
Capabilities
The method behind the story.
01
Actors and AI characters
Live performers and AI characters running one dramaturgy. Both remember the participant, both answer back — not scripted branching.
02
Participant app
The story in every pocket. The phone becomes scenography instead of a distraction from it.
03
360° rooms
Projected worlds that wrap around participants and shift with the story.
04
Orchestration platform
The real-time engine holding threads, spaces and 1 000 concurrent participants together.
05
Physical scenography
Sound, light, space and prop — the tangible layer that anchors everything digital.
06
Service design
The participant journey designed end to end — invitation, arrival, threshold and afterlife, treated as part of the work.
How we work
Before, during and after the show.
Participation is not a lowered bar. It is a raised one.
01 / Before
Find the live wire.
The real place, audience and tension come first. We find what is already charged before adding fiction.
02 / During
Make it answer back.
Story, space, software and performers become a system that notices—and changes with—the participant.
03 / After
Let it escape.
The strongest worlds leave evidence: a changed relationship, a rumour, a ritual, a story only that participant can tell.
Where this starts
Which of these is your room?
A launch with a date already on it. A season you have to programme. An organisation that has to change and cannot do it with slides. The craft is the same in all three — what differs is who is in the room and what they came for.