Journey, a global design and innovation studio pioneering multidimensional experiences (MDX), has acquired Scruffy Dog Creative Group (SDCG), a leading creative design and delivery company.
This acquisition signifies a major leap forward for Journey, enhancing its ability not only to design transformative experiences but also to physically realise them on a large scale.
Guided by a clear goal to address today’s complex creative issues with innovative design solutions, Journey reimagines the experiences that link people, brands, and culture.
Whether through immersive storytelling at the Empire State Building, revitalising opera in The Adventures of Kavalier & Clay, enhancing the guest experience at Sphere, or conceptualising future destinations like Qiddiya, Journey remains dedicated to exploring the broad scope of human experience.
Six Flags Qiddiya City, Saudi Arabia Imaged credit Six Flags Qiddiya City
Adding SDCG enhances Journey’s capacity to carry out experiences from initial idea to final completion.
Enhancing Journey's production capabilities
SDCG’s teams handle everything from early concept development and schematic design to on-site installation worldwide. Its diverse teams collaborate across artistic direction, scenic building, and specialised fabrication to ensure cohesive and strategic results at each phase.
Equipped with advanced factories, skilled artisans, and onsite installation teams, SDCG offers comprehensive capabilities to efficiently, accurately, and confidently produce intricate physical environments.
Now, Journey and SDCG together provide clients with a smooth transition from creative concepting and design to careful fabrication and execution, merging innovative designs with detailed, project-driven craftsmanship.
For nearly twenty years, SDCG has been a reliable partner for well-known global brands such as Universal Creative, Six Flags, LEGOLAND, Merlin Entertainment, Qiddiya, Netflix, Google, and others.
Wicker Man coaster at Alton Towers, UKImage credit Alton Towers
It specialises in creating custom environments, immersive installations, and large-scale experiential projects, ranging from theme parks and resorts to award-winning museums and cultural experiences.
With ISO accreditation and international facilities, SDCG enhances Journey’s production expertise and guarantees that designers' ideas are brought to life by builders who deeply understand the creative vision.
Thinking big
“At Journey, we’ve always believed that great ideas deserve equally great execution,” says Andrew Zimmerman, CEO of Journey.
“Scruffy Dog allows us to carry an experience from design through fabrication and delivery with a single, unified vision. This is about bringing deeper expertise, greater control, and more confidence to every experience we deliver.”
“Journey thinks big, and that’s exactly how we like to work,” adds Joe Bright, CEO of SDCG.
“With our teams and factories working side by side, we can move faster, build smarter, and turn ambitious ideas into real-world experiences that you can walk into, touch, and feel. That’s incredibly exciting.”
The World of Wine, PortugalImage credit Scruffy Dog Creative Group
Private equity firm Growth Catalyst Partners (GCP), specialising in investments in tech-enabled creative businesses, supported the transaction.
“Scruffy Dog joining Journey further strengthens our ability to deliver multidimensional experiences at scale,” says James O’Callaghan, managing director at GCP. “The acquisition combines visionary design with world-class fabrication and delivery to create a true end-to-end offering for our clients.”
Journey also recently acquired Dimension Studio, a UK-based creative technology company specialising in virtual production for film and episodic TV, animation, LBE, and live experiences.
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