GSM Project, a multidisciplinary design and production firm specialising in creating compelling, content-led visitor experiences, has announced it is starting a new chapter, focusing on a promising future in museums and cultural attractions and building on over 68 years of expertise in exhibition design and production.
As the world grows more complex, stakeholders in the cultural and heritage sector aim to inspire audiences with impactful stories that foster change. GSM Project is responding by revealing its new brand identity and philosophy, now known as GSM Studios.
Led by a new wave of leaders and driven by a bold vision for experience design, this transformation mirrors an industry shift toward co-creation, multidisciplinary methods, and greater audience participation.
A growing international presence
Eric Demay, partner and managing director, says: “Studios is, in a way, a return to our roots and reflects our practice, which has always been inherently creative. Above all, we value the entirety of the creative process – its risks, its unknowns, and all the opportunities it generates.
"Innovative projects are born from this creative stance, fueled by exchange, openness, and collaboration. And, of course, a good dose of perseverance.”
Demay also sees the name change as symbolising GSM's expanding international reach, with locations in Montreal, Paris, and Singapore–three studios closely tied to their local cultures.
“[The name] Studios finally affirms the growing importance of multimedia content production in cultural experiences and exhibitions," he adds.
"Formats evolve with culture, technology, and new audience expectations. GSM is becoming increasingly multi-disciplinary in its capabilities, both creating and developing these experiences and bringing a diverse pool of technical knowledge to the design process.”
Partners at GSM Studios in Montreal : (from left to right) François Bellehumeur (studio director), Erika Kiessner (senior creative director), Eric Demay (president & CEO), Nathanael Meyer (head of design)
This name change is accompanied by a creative philosophy that is deeply rooted in storytelling and co-creation.
Erika Kiessner, partner and senior creative director, says:
“We embark on creative partnerships with visionary leaders, understanding their mission, sharing their values, and crafting transformative journeys that have enduring impact. Together, we invite visitors into narrative experiences that examine the past, engage with the present, and offer galvanizing visions of the future.
"We are on a mission to educate, entertain and engage audiences, in a way that transforms their perspective and invites them to take action in the world. We do this through the narrative experiences we create, inspired by the stories of the cultural institutions, heritage brands and visionary leaders with whom we collaborate.”
GSM's approach to immersive storytelling
GSM's recent projects exemplify its approach to immersive storytelling and experiential design. Nanualuk, inaugurated in winter 2025, is an interactive exhibition at the Montreal Science Centre.
NanualukImage credit Raphael Thibodeau
It is notable among North American science centres for its ambitious thematic exploration, combining compelling storytelling with Northern culture and science. This hybrid experience offers an engaging and educational glimpse into Arctic life and environmental challenges faced today, fostering public awareness of the rapidly changing environment.
Meanwhile, Pulsations at the Pavilion of France in Osaka, Japan, was showcased over six months during Expo 2025. It served as an immersive, multi-sensory journey centred on the theme of love, exploring the interconnectedness of humanity, technology, and nature.
PulsationsImage credit Julien Lanoo
Designed by GSM alongside French visual artist Justine Emard, visitors moved through curated spaces and a major installation, all synchronised by the rhythm of light, music, interactions, and media.
In Singapore, GSM launched Odyssea in summer 2025, an immersive, permanent exhibit that spans 700 years of Singapore’s history, mythology, and maritime heritage.
It transformed the National Museum of Singapore’s Glass Rotunda into a narrative vessel that connects Singapore’s past, present, and future through a deeply immersive experience.
Odyssea
Additionally, GSM's longstanding eight-year partnership with Mandai Wildlife Reserve resulted in Exploria, an expansive immersive storytelling attraction. Covering over 10,000 square meters (more than 100,000 square feet), it is Southeast Asia’s largest indoor themed attraction dedicated entirely to nature.
Using innovative storytelling, Exploria bridges generations and captivates diverse audiences, including tech-savvy teens and curious adults, by showcasing the hidden and invisible realms of species and biodiversity through large-scale, multi-media, multi-sensory environments.
Exploria Image credit Mandai Wildlife Group
Reflecting on these projects, Nathanael Meyer, partner and head of design, says
“Creating is, above all, seeking out the unprecedented. Our practice is fueled by the exploration of new media and the intersection of diverse disciplines. By weaving original narratives, we seek to bring about a genuine sense of wonder – an experience that transforms visitors and lives on in their imagination."
