A.I. / Cloud · AR · XR / IoT
Portals — 4D Spatial World Models
Say it and a 3D world appears, saved and editable: 60 fps on an iPhone, published at CVPR 2026 Workshops. With H3M.
IMC · Interactive Multimedia Culture · Since 2001
The IMC Lab
Imagination, made manifest.A coral reef on CNN. A quasar at the Whitney. Your idea next.
An AI + XR media lab + studio making magical immersive experiences mixing arts+tech, virtual+real, bits+atoms pioneering the spatial computing revolution building toward an open, AGI-scale Outernet
Clients and partners
Whitney Museum · Apple Vision Pro Developer Labs · White House Nation of Makers · CVPR 2026 Workshops
Selected work
Early to every new medium.
A.I. / Cloud · XR / IoT
ZeroSpace — AI/XR Studio
Virtual production in a 50,000 sq ft Brooklyn venue: revenue tripled in 18 months; ABC News showed it at the Oscars.
VR
Whitney Museum — Virtual World
Produced by the lab for the web and Apple Vision Pro, with Ashley Zelinskie’s Twin Quasar, now in the Whitney’s collection.
VR
Justin Bieber — Virtual Concert
Justin Bieber, live as an avatar driven by his own body and face in real time. Clio winner and MTV VMA nominee. With WaveXR.
VR
Pentakill: The Lost Chapter
Riot Games’ 45-minute interactive concert for its virtual metal band, Pentakill. Winner of a 2022 Webby. With WaveXR and The Mill.
VR
Powers of 10
Travel the known universe, from the Big Bang to a single molecule, with NASA data.
AR
Paint-AR
Paint and sculpt in 3D in the room around you, then record it, on iPhone. Featured artists include Richard Prince.
XR / IoT
Reality Remix
A hands-on VR and AR exhibition at the lab’s New York gallery: step inside the art.
What’s next
The next interface is a world you instantly speak into existence.
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Speak a world into being
Portals: say what you want and it appears. Worlds stay saved and editable on iPhone, the web and Apple Vision Pro.
Portals Join the beta -
Living 3D worlds, in your pocket
Our CVPR 2026 Workshops paper: 3D worlds that move, stay saved and stay editable, on phones, glasses and headsets.
Read the paper -
Open, portable spatial media
XRAI: one file holds a whole 3D scene, who made it and every edit, and opens in any 3D engine.
XRAI -
Agents that see what you see
Jarvis: a voice and vision assistant that acts on what you look at, only when you approve.
Jarvis
In the lab now
H3M — Creative AI Production
Generative AI production for entertainment talent, including Kevin Hart, from the company behind Portals.
View H3M — Creative AI Production
XRAI — Open Format for Spatial Media
One file for a whole 3D scene: what is in it, who made it and every edit. Opens in any 3D engine.
View XRAI — Open Format for Spatial Media
Jarvis — Voice-First Multimodal Agent
Point and ask: Jarvis sees what you see, acts only after you approve, and keeps no raw audio.
View Jarvis — Voice-First Multimodal Agent
Infinite imagination.
Reality remixed.
News + Awards
- Whitney Museum Twin Quasar and the Whitney’s virtual world on MONA, on the web and Apple Vision Pro 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
- Justin Bieber MTV VMA nomination, Best Metaverse Performance WaveXR · MTV
- Riot Games Webby Award winner: Pentakill metaverse concert WaveXR · Pentakill · The Mill
- Magic Leap AR app with Memorial Sloan Kettering and the NIH, and published research IMC Lab
About IMC Lab
The lab’s record since 2001, and all News + Awards.
An AI + XR media lab + studio
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, and on buildings in Times Square.
- Built the AI/AR software later acquired by H3M and published on the Apple App Store and the Meta Quest Store.
- ‘Powers of 10’ — a STEM journey from string scale to cosmic scale, on the App Store (2020) and Meta Quest (2022).
- 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, the Whitney Museum, Google, Memorial Sloan Kettering, the NIH, the United Nations and the White House, with NASA as a collaborator and data source. 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 Museum Twin Quasar and the Whitney’s virtual world on MONA, on the web and Apple Vision Pro 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 Award for Arc’teryx’s activation by Moment Factory, hosted at ZeroSpace 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.
Commission the lab
Paid work starts with a short discovery: scope, feasibility, a plan and a price. Then production.
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Virtual exhibitions and museum worlds
The Whitney Museum’s virtual world, produced by the lab, on the web and Apple Vision Pro, with Ashley Zelinskie’s Twin Quasar, now in the Whitney’s collection.
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Live performances in XR
Concerts driven live by body and facial capture: a Clio winner and MTV VMA nominee, and a Webby winner. With WaveXR.
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AI and 3D production
A virtual-production studio with ZeroSpace (revenue tripled in 18 months), and generative AI production with H3M.
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Research to working prototype
3D worlds at 60 fps on an iPhone (CVPR 2026 Workshops, with H3M), and a 3D CT/MRI viewer with Memorial Sloan Kettering and the NIH.
Also: VR/AR App Development, Immersive Experiences, Data Visualization, A.I. & Cloud, VFX & 360 Film, 3D Scans & 3D Prints.
Making your own work? Open calls, NYC events and free tools for artists and technologists, each checked against its source.
Products
Portals, Paint-AR, Powers of 10, Mask-AR, Holodec, MedaVRse, SwmFly
Use them today, bring them to your venue, or build the next one with us.
Open beta · iPhone, web, Apple Vision Pro
Portals
AI-native spatial builder. Say what you want and it appears; worlds persist, stay editable and go with you from iPhone to the browser to Apple Vision Pro.
Use them today
Paint-ARiPhone · App Store
Paint and sculpt in 3D around you, add holograms and real-time effects, and record what you make.
Powers of 10iPhone · Meta Quest
Travel the whole known universe, from the Big Bang to a single molecule, as an interactive simulation.
Mask-ARiPhone · App Store
Try on augmented reality masks, puppet faces, make avatars, then record and share them.
For venues and partners
HolodecInstallations for schools, museums and offices
A mixed reality immersion room for classrooms, museums, hospitals, offices and studios.
MedaVRseLive demos and licensing
See and hear your brain waves while you meditate, through live EEG in VR.
SwmFlyVR app and installations
Soar like a bird and dive like a fish over real 3D-scanned terrain.
From the archive
We are proud founding members
of the Nation of Makers
Portals early access
Request access as an early tester, artist or AI+XR creator.
Portals early access
The World is Your Canvas. Remix Reality. Build Portals With Us. Make Money.
Portals turns a sentence into a persistent 3D world you can place in real space. We are inviting early testers, artists and AI+XR creators to shape it.