XR / IoT
Reality Remix
An interactive VR and AR exhibition at the lab’s New York gallery.
View project
Media lab + gallery · New York City · Since 2001
The IMC Lab
At the forefront of immersive media since 2001, from the first waves of AR and VR to AI-native 4D worlds.
Whitney Museum × NASA · Apple Vision Pro Developer Labs · White House Nation of Makers · CVPR 2026
Selected work
Early to every new medium.
VR
Powers of 10
The world’s first STEM metaverse app: from string scale to cosmic scale.
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VR
Pentakill: The Lost Chapter
Webby and Clio winner, with a world record of seven live motion-capture performers. With Riot Games, WaveXR and The Mill.
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VR
Justin Bieber — Virtual Concert
MTV VMA nominee for Best Metaverse Performance, driven live by body and facial capture. With WaveXR.
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A.I. / Cloud · XR / IoT
ZeroSpace — $30M AI/XR Studio
A 50,000 sq ft AI/XR production studio in Brooklyn, featured on ABC News at the Oscars. With ZeroSpace.
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A.I. / Cloud · AR · XR / IoT
Portals — 4D Spatial World Models
Persistent, editable 4D worlds at 60 fps on an iPhone. IEEE/CVF CVPR 2026.
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What’s next
The next interface is a world you can talk to.
-
Speak a world into being
Portals: describe a scene and it appears. Worlds persist and stay editable on iPhone, the web and Apple Vision Pro.
Portals -
4D world models, in your pocket
Our CVPR 2026 paper: persistent, editable 4D spatial world models running on phones, glasses and headsets.
Read the paper -
Open, portable spatial media
XRAI: one file carries a scene’s structure, intent, provenance and edit history, and renders on any engine.
XRAI -
Agents that see what you see
Jarvis: a permissioned voice and vision assistant that acts on what you are looking at.
Jarvis
VR/AR/XR Portfolio
Virtual Reality, Augmented Reality + Mixed Reality
Clients, projects + press
Portals — 4D Spatial World Models
CVPR 2026 lead-author paper + US patent filing. Persistent, editable 4D world models at 60 fps on iPhone.
View Portals — 4D Spatial World Models
ZeroSpace — $30M AI/XR Studio
CTO of the 50,000 sq ft Brooklyn ICVFX studio; $30M AI/XR build, 3X revenue, ABC News Oscars feature.
View ZeroSpace — $30M AI/XR Studio
Justin Bieber — Virtual Concert
MTV VMA Best Metaverse Performance nominee. Live Vicon + facial capture, 2B+ impressions.
View Justin Bieber — Virtual Concert
Pentakill: The Lost Chapter — Riot Games
Webby + Clio. World record: 7 live mocap performers in Vicon, bodies faces and instruments.
View Pentakill: The Lost Chapter — Riot Games
H3M — Creative AI Production
President of H3M. Generative + creative-AI production pipelines for entertainment talent, including Kevin Hart.
View H3M — Creative AI Production
XRAI — Open Format for Spatial Media
An AI-first spatial document format: structure, intent, provenance and edit history in one portable file.
View XRAI — Open Format for Spatial Media
Jarvis — Voice-First Multimodal Agent
Permissioned voice + vision agent loop: point and ask, explicit approval, no raw audio retained.
View Jarvis — Voice-First Multimodal Agent
Reality Remix VR/AR Exhibition
New interactive XR exhibit at IMC Lab
View Reality Remix VR/AR Exhibition
COVID-vis Magic Leap App
The first networked volumetric CT/MRI viewer, built with Memorial Sloan Kettering and the National Institutes of Health.
View COVID-vis Magic Leap App
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Infinite imagination.
Reality remixed.
About IMC Lab
A creative VR/AR/XR incubator
making magical immersive experiences
mixing arts+tech, virtual+real, bits+atoms
Selected work
A media lab and gallery in New York City focused on VR, AR and mixed reality. Since 2001 we have collaborated with artists and coders from 20+ countries and consulted for the White House and the United Nations, producing 100+ exhibitions, education events, enterprise software, apps and interactive experiences — shown in parks, museums, movie theatres, stadiums and concerts, on buildings in Times Square and on billboards on seven continents.
- Built the AI/AR software later acquired by H3M and published on the Apple App Store and the Meta Quest Store.
- ‘Powers of 10’ — the world’s first STEM metaverse app.
- Paint-AR: 8.5M+ views and 30K+ downloads across 20 countries. Mask-AR: 1M+ views, 10K+ downloads.
- COVIDvis, with the NIH, Memorial Sloan Kettering and Magic Leap — volumetric CT/MRI visualisation and AI segmentation.
- An 80-ft installation for Meta, systems for Google and IAC, and work in the Whitney Museum.
- Architecture previsualisation that saved $15M+ and more than 1,000 hours.
- Portals — a persistent, editable 4D spatial platform, with a CVPR 2026 Workshop paper and a U.S. provisional patent.
We support artists and coders exploring imaginative uses for new technologies — building work that blends the virtual and the real, and augmented, interactive experiences that link people.
News + Awards
Across The IMC Lab and its partner studios ZeroSpace, WaveXR and H3M, clients and partners include Apple, NASA, the Whitney Museum, Meta, NVIDIA, Google, Netflix, Disney, Nike, Memorial Sloan Kettering, the NIH, the United Nations and the White House. The work has won a Webby and a Clio, earned an MTV VMA nomination, and been selected for Apple Vision Pro Developer Labs and the White House Nation of Makers. Coverage includes The New York Times, The Wall Street Journal, Wired, CNN, NPR, Rolling Stone and ABC News.
- Whitney × NASA Twin Quasar virtual museum, on Apple Vision Pro and WebXR IMC Lab · Ashley Zelinskie
- Apple Vision Pro app “Hologrm” selected for Apple Developer Labs IMC Lab
- The Oscars Academy Awards red-carpet TV coverage ZeroSpace · ABC News
- Adweek Experiential Awards standout ZeroSpace · Moment Factory · Arc’teryx
- Justin Bieber MTV VMA nomination, Best Metaverse Performance WaveXR · MTV
- Bulgari Sougwen Chung LIFE/LINES commission: a 3D chrome print made through VR and motion capture ZeroSpace · FKB
- Riot Games Webby Award winner: Pentakill metaverse concert WaveXR · Pentakill · The Mill
- CNN “Tech for Good”: Colleen Flanigan’s XR coral-reef art, built with IMC tech Paint-AR · 3Dskan
- Magic Leap AR app with Memorial Sloan Kettering and the NIH, and published research IMC Lab
A true artist
is not one who is inspired,
but one who inspires others.
VR/AR/XR Services
VR/AR/XR apps,
Interactive + immersive environments
VR/AR App Development
We make apps for iOS, Android, Oculus, HTC Vive, Magic Leap, GearVR & Cardboard.
Immersive Experiences
We make magical collaborative, immersive experiences with brands & artists alike.
Data Visualization
We specialize in interactive 3D & "big-picture" representations of dynamic data sets.
A.I. & Cloud
We leverage deep learning & 15 years experience in enterprise Web software.
VFX & 360 Film
We specialize in the latest generative, 3D & ultra immersive content.
3D Scans & 3D Prints
We leverage new techniques in photogrammetry & AI.
The true sign of intelligence
is not knowledge but imagination.
Products
VR/AR/XR Apps
: mobile, VIVE, Oculus, HoloLens, Magic Leap
Big Data Vis : semantic, cloud, A.I.
+ Immersive Environments : collaborative, IoT
Portals
AI-native spatial builder. Speak a 4D world into being on iPhone, the web and Apple Vision Pro — beta open now.
