Journey was created by uniting the award-winning studios ICRAVE, Squint/Opera, 59 and VMI Studio. Together, we form something new: a multidimensional design practice with unparalleled expertise — orchestrating first-of-their-kind experiences from ideation through implementation.
By integrating world-class capabilities across strategy, design, technology and narrative, we eliminate the friction and creative dilution that can plague multi-agency projects. Whether we’re reimagining the hospital-patient relationship, creating the world’s most immersive entertainment venue, revolutionizing live theater or crafting virtual twins that accelerate ideas’ passage from vision to reality, Journey’s work shifts how people perceive, engage and interact with the world.
What we do is more than experience design. It’s multidimensional design. And what we create are multidimensional experiences that unfold across the physical, immersive and digital realms. These are sensory-rich journeys that ignite emotion and deepen connections between people, brands and culture.
From where we sit — and we have a fairly clear vantage — MDX is the only approach that matters to today’s consumer.
To create MDX, Journey employs a holistic approach that considers every dimension of human experience.
Journey generates singular, seamless MDX
by creating interactions across four
dimensions:
Physical
- Form
- Function
- Light
- Sound
Human
- Social
- Cultural
- Emotional
- Physiological
Technological
- Digital
- Virtual
- Personal
- Wearable
Chronological
- Before
- During
- After
- Historical
Services
Yes, MDX is the future, but the teams that practice it possess
decades of cumulative expertise across four vital service
categories.
Market analysis, audience insights, trend forecasting and experience strategy inform our creative decisions and ensure that everything we design aligns with your business objectives, brand narrative and audience expectations.
Our advisory team provides expert guidance from concept to execution through experience master planning, design oversight and vendor management to ensure each experience aligns with your goals and resonates deeply with your audiences.
We offer an unparalleled fusion of design capabilities spanning physical, immersive and digital realms, including interactive design, brand design, interior design, lighting design and digital design.
Our expertise extends to managing the intricacies of the most complex builds, while also curating overall experiences that include elements of placemaking, live event design and programming strategy. Our holistic, multidimensional, story-driven design approach enables endless creative possibilities, precisely tailored to each project’s needs.
We deploy a spectrum of advanced technologies, from sophisticated generative AI and gaming dynamics to spatial computing and mixed-reality environments. Our world-building capabilities and innovative use of virtual twins create experiences that transcend traditional notions of physical and experiential, transforming how people visualize, collaborate and create.
Bridging the gap between your brand vision and your audience’s perceptions, our narrative expertise helps define and amplify cohesive brand stories across platforms and dimensions. We craft meaningful communications that resonate deeply with audiences.