Journey

Journey is a global design and innovation agency shaping the future through multidimensional experiences (MDX) that connect people, brands, and culture.

Our layered MDX approach crafts story-driven, sensory-rich engagement across physical, immersive, digital, and virtual spaces—fuelled by creative and technological innovation.

Born from a legacy of pioneering studios, Journey blends strategic thinking with deep creative expertise to deliver solutions across industries. Journey’s MDX approach fuels growth and forges lasting value for audiences and partners, by creating cultural connections that resonate with impact.

Our acclaimed studios include Squint/Opera, 59 Studio, VMI Studio, ICRAVE, Dimension and Scruffy Dog Creative.

Projects

Zayed National Museum

Throughout the Zayed National Museum, Journey tell the story of the UAE with over 200 exhibits ranging from intimate single-speaker soundscapes to vast 11-metre-wide LED screens. Spread throughout six main galleries and across 16 interior and exterior spaces, this is the most ambitious project in Journey’s history – driven by cultural integrity, immersive storytelling, and the desire to enable visitors to connect with a nation’s history.

Sphere

Journey worked with Sphere Entertainment Co and provided strategy, interior design, lighting design, wayfinding design and immersive experience design.

Designing the interior of Sphere required a different approach, given the magnitude of the exterior. Across 400,000 square feet, Journey designed 15 major and 14 quick-service venues as well as entry bridges, concourses, galleries, VIP lounges, private dressing rooms and luxury viewing suits.

Across the interiors, Journey created a multidimensional mix of lighting, sound, visuals and tactile elements to offer a completely unique experience for visitors and artists.

Saudi Arabia Pavilion at World Expo 2025

Journey created an immersive world, embedded within architecture designed by Foster + Partners, where history, culture, and innovation converge with innovative storytelling and technology.

Within the Saudi Arabia pavilion, visitors embark on a journey through the Kingdom’s past, present, and future — moving seamlessly between cinematic storytelling, interactive installations and real-time art creation. Technology is ever-present yet almost invisible — an enabler of human connection rather than a spectacle in itself. This extends across every space, creating a continuous immersive environment that reinforces the overarching narrative.

Empire State Building Observatory

Welcoming four million visitors every year, the Empire State Building Observatory is among the most popular attractions on the planet. To meet the elevated expectations of a new generation of visitors, the structure’s view and Art Deco décor could no longer do all the heavy lifting. Journey helped reimagine the nearly century-old tower’s exhibition space, and create the #1 attraction in the U.S.

Journey's innovations ranged from large-scale projection-mapped experiences to single-user virtual viewers across more than 35,000 square feet of permanent exhibition space on two floors, and 40+ individual exhibits translated into nine languages - to craft a seamless visitor journey that stakes out new frontiers in immersive experience design.