Journey is a multidimensional design practice shaping the future of how people engage with brands, places, and culture. Formed from the merger of acclaimed studios — Squint/Opera, 59 Studio, VMI Studio and ICRAVE — Journey brings together world-class expertise in strategy, design, technology, and storytelling.
We create first-of-their-kind experiences that span physical, digital, and immersive realms. From designing the world’s most immersive venues, to reimagining patient-centered healthcare environments, transforming the future of live performance to building digital twins that bring bold ideas to life — our work challenges convention and unlocks new ways for audiences to connect.
Our approach is called Multidimensional Design (MDX) — a way of thinking and creating that goes beyond traditional experience design. By integrating disciplines from the start, we eliminate creative silos and deliver seamless, emotionally resonant journeys that meet the expectations of today’s audiences.
Projects
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.
