Huldufugl
Research Package & Opportunity Bible
Hey Nanna & Owen, I went a bit overboard and put together a research package for you. Your profiles, all your projects, Fallax as a proper dossier, and then 120+ festivals, grants and people you should be talking to. Also did Paris, Lyon and London since I know you're thinking about it. Some deadlines are coming up soon so check the opportunities section. Also in a shared Drive folder you can grab and use however you want. Looking forward to Fallax in the dome ☺︎
Jonas
About
Award-winning Icelandic creative studio creating immersive, theatrical experiences with technology and spaces since 2015. Huldufugl means "hidden bird" in Icelandic.
Huldufugl are innovators, collaborators and trailblazers. Often each project breaks new ground worldwide, whether creating one of the first live theatre shows in VR, collaborating on musical history, exploring storytelling through circus theatre and motion capture, or engaging citizens in public art experiences.
Origin Story
Founded when Nanna Gunnars and Owen Hindley moved from London to Iceland. Owen worried about finding work, and Nanna said: "Well let's form a theatre company together then, so you'll always have something to keep you busy."
What They Do
- VR/XR experiences and films
- Immersive and interactive theatre
- Public art installations
- Fulldome / 360 film
- Live event production and visuals
- Concert visuals and set design
- Motion capture performance
- Creative technology consulting
Key Disciplines
VR / XR Immersive Theatre Motion Capture Circus Arts TouchDesigner Unity Houdini WebGL Sound Design Electronics Fulldome Projection Mapping
Collaborators & Partners
| Partner | Relationship |
|---|---|
| Hikapee | UK circus theatre – co-creators of Fallax and The Hidden People |
| GunHil | Co-production company for Fallax |
| Target3D | Motion capture partner |
| Universal Everything | Digital art collaborator |
| FIELD | Creative studio collaborator |
| B-Reel | Creative agency collaborator |
| OK Go | Lambchild Superstar VR music |
| Imogen Heap | Mixed reality music video |
| ABBA | Voyage album launch production |
| Of Monsters and Men | Fever Dream Day street performance |
Commercial Clients
Oculus Studios Google Microsoft / Xbox Samsung Mercedes
Contact
- Email: info@huldufugl.is
- Website: huldufugl.is
- Instagram: @huldufugl
Team
Owen Hindley
Digital Artist & Creative Technologist – he/him
British, based in Reykjavík. Collaborative digital artist working with software, sound, and electronics for web, VR, performances, devices and installations. Co-founder of Huldufugl, Horizons Studio, and NAVA (Nordic Audiovisual Artists).
Education
BEng Audio Media Engineering, University of Surrey
Employment
- 2016-present: Co-founder, Huldufugl
- 2017-present: Director, Horizons Studio
- 2014-present: Freelance creative technologist
- 2020-2021: Lead Developer, Volta Audio
- 2012-2014: Creative Technologist, B-Reel London
Tech Stack
TouchDesigner Unity Houdini WebGL/GLSL Node.js Max/MSP Arduino GrandMA3 QLab DMX LIDAR Python C# zactrack
Key Projects
- Fallax (2025) – Director. Iceland's first VR film. 10 festival screenings.
- Kassinn (2017-2019) – VR theatre. 4 awards. 300+ performances.
- Lambchild Superstar – VR music with OK Go + Oculus Studios. Tribeca premiere.
- Horizons VR – Google Daydream launch title with Bonobo.
- Google Web Lab – London Science Museum (at B-Reel). 3M visitors.
- Unconfined – Samsung Galaxy S8 launch with Universal Everything + Zaha Hadid. Milan Design Week.
- City of Drones – With FIELD.io + John Cale. Digital Revolution at the Barbican. Google Experiment.
- Under The Surface – With FIELD.io + IBM. Interactive spatial data experience (2023).
- Spectra 2 – With FIELD.io. Kinetic sculpture, motor control in Arduino + Node.js (2014).
- NAVA – Co-founder, Nordic Audiovisual Artists. Founded 2016 with Jonas Johansson, Rasmus Stride, Atli Bollason at Harpa, Reykjavik. Open calls, residencies, cross-border collaborations. Connected to Dome Dreaming and OTOPIA (Creative Europe).
- Light Organ – With Jonas Johansson + Atli Bollason. Playable organ controlling Harpa's LED facade.
- MOTET – A/V duo with Thorsteinn Eyfjord. Grex Lucis installation. Harpa, Iceland Airwaves.
- Harpa Pong – Giant Pong on 43x61m Harpa facade. Vice, artnet News.
Teaching
Lecturer at Icelandic University of the Arts (since 2020). Creative Coding for Designers, Digital Exhibitions. Workshops at Hyper Island, Raflost, National Theatre of Iceland, Resonate Belgrade, Stockholm University of the Arts.
Grants Received
- Taeknithrounarsjodur Fra (2021) – Realtime Virtual Set Projection System
- Listamannalaun / Svidslistasjodur (2020) – Parallel People
Links
Nanna Gunnars
Performer, Producer, Writer – she/her
Icelandic, based in Reykjavík. Specialist in interactive one-on-one performances, public promenades, and physical theatre. Co-founder of Huldufugl. Founder of Reykjavík Fringe Festival.
Education
MA Performing Arts, Iceland University of the Arts (2026, thesis: "Beisik Bitch")
BA (Hons) European Theatre Arts, Rose Bruford College (2012)
Key Work
- Fallax (2025) – Producer, Co-writer. Iceland's first VR film. 10 festivals.
- Beisik Bitch (2026) – MA thesis performance at Iceland University of the Arts.
- Kassinn (2017-2019) – Writer, Performer. 4 awards. 300+ performances.
- RVK Fringe Festival (2018-2023) – Founder, Artistic Director. 100+ acts, 25 countries.
- Poetry Brothel Reykjavík (2017-2019) – Producer as Madame Karitas. Featured Nobel laureate Sjon.
- Parallel People (2020-2022) – Performer, Creator. Sold out at National Theatre.
- Tweet Tweet! – Multilingual children's show. Won Best Family Show at RVK Fringe.
Performance Companies
Secret Cinema Look Left Look Right Nutkhut Moon Fool Stella Polaris RedIsGo
Other Work
- Voice: Disney, American Airlines, video game Sumer (goddess Inanna)
- Writing: Vogue Scandinavia (4 articles), Guide to Iceland (~100 articles as Content Manager 2013-2018), Wow Air
- Film: IMDB – The Cross (2014), Company Men (2014)
- Events: RIFF, ABBA Voyage launch, MAC Cosmetics
- Podcast: East of Moon – "Fringe as a Blueprint for Building Community"
- Languages: Icelandic, English, Spanish, Norwegian, Portuguese
Reykjavík Fringe Festival
Founded in 2018. Grew to 100+ acts from 25 countries, 250+ performances across 20+ venues. Ran it for 5 years. Member of Nordic Fringe Network.
Links
Owen Hindley's Work
A career spanning VR films, live visuals, interactive installations, music collaborations, and creative technology – from Google to OK Go to underground raves.
Fallax (2025) – VR Film
Grex Lucis (2025) – LED Sculpture with MOTET
Serstaedan (2025) – Dance Visuals
FLAEKT / Unraveled (2025) – Dance Visuals
INKI Album Launch (2024) – Live Visuals
Tid (2024) – Interactive A/V Artwork
Kassinn / A Box In The Desert (2017-2019)
Interactive VR theatre. 300+ performances. 4 international awards.
The Hidden People (2018-2022)
Realtime projection design for aerial circus theatre with Hikapee.
Dustin O'Halloran (2024)
TouchDesigner A/V meditations for A Winged Victory for the Sullen member.
Universe of Technical Images (2023)
More Work
Full Career Grid
Every project from owenhindley.co.uk
Nanna Gunnars's Work
From founding Iceland's fringe festival to immersive poetry cabarets, VR theatre, and producing events for ABBA – a career of creating spaces where art meets audience.
Reykjavík Fringe Festival (2018-2023)
Founded in 2018. Grew to 100+ acts from 25 countries, 250+ performances. Artistic Director for 5 years.
Poetry Brothel / Rauda Skaldahusid (2017-2019)
Immersive poetry cabaret. Nanna as "Madame Karitas." ~35 performers per event. Featured Nobel laureate Sjon.
Askur Yggdrasils Maze (2016)
370 sqm outdoor labyrinth for Culture Night. 250 pallets, 24 artists, 3,000 visitors.
Heima – An Icelandic Experience (2016)
Sigur Ros screening, live music, art, Icelandic food at Deptford Cinema, London.
The Reform Club Presents (2016)
Immersive journey for 25 guests. Around The World in 80 Days.
ABBA Voyage Launch (2021)
Of Monsters And Men / Fever Dream Day (2019)
The Hidden People (2018-2022)
Aerial circus theatre with Hikapee. Icelandic folklore meets creative technology.
Fallax (2025)
Producer, co-writer. Iceland's first VR film.
Press
Fallax
Iceland's first narrative VR film. A 23-minute wordless journey through Icelandic mythology, combining motion-captured circus performers with procedurally generated landscapes.
At a Glance
| Type | VR Film (6DoF) |
| Duration | 23 minutes |
| Language | Wordless |
| Countries | Iceland / UK |
| Year | 2025 |
| Director | Owen Hindley |
| Producer | Nanna Gunnars |
| Companies | Huldufugl + GunHil + Hikapee |
| Status | Festival touring; platform release late 2026 |
Synopsis
An escaped convict flees into the Icelandic highlands with accomplices. When they vanish overnight, a glowing light draws the fugitive into an otherworldly portal – a liminal space where time and nature move differently. The film transforms a heist thriller into an ethereal encounter with Icelandic mythology, with motion-captured aerial circus artists embodying elemental spirits in a wordless, musical journey.
Visual Style
Developed using procedural modeling in Houdini. The Icelandic landscape is algorithmically "shredded" into thousands of individually colored polygons – maintaining sharp VR edges without textures, enabling precise color control, pre-baked static lighting, and vertex shader effects for wind-movement simulation in trees, water, and moss.
"It's a unique challenge to produce animated work for VR – where almost anything is possible in terms of angles, lighting, sound and set design." – Owen Hindley
Origin
Emerged when Huldufugl's stage production with Hikapee (in development since 2018) paused due to COVID-19. The team channeled the collaboration into a VR short using the same circus performers, captured via motion capture at 101 Outdoor Arts in Newbury, UK.
Festival History
| Festival | Location | Year | Status |
|---|---|---|---|
| Art*VR Film Festival | Prague | 2025 | World Premiere |
| Imagine Film Festival | Amsterdam | 2025 | Won Immersive Award |
| Animateka | Ljubljana | 2025 | Official Selection |
| QLD XR Festival | Brisbane | 2025 | Finalist |
| Clermont-Ferrand | France | 2026 | Official Selection |
| NewImages Festival | Paris | 2026 | Screening |
| Laval Virtual | Laval, France | 2026 | Screening |
| Anifilm | Czech Republic | 2026 | Official Selection |
| Rumore | Italy | 2026 | Official Selection |
| Dome Dreaming | Stockholm, Sweden | 2026 | Fulldome adaptation |
Credits
Creative Leadership
- Director: Owen Hindley
- Producer: Nanna Gunnars
- Co-Director / Movement: Bryony Livesey-Casey
- Script: Owen Hindley, Nanna Gunnars, Bryony & Edd Livesey-Casey
Motion Capture
- Performers: Jen Robinson, Katie Hardwick, Edd Livesey-Casey
- Company: Target3D
- Technician: Petros De Doncker
- Cleanup: Hannah Burfield
- Producer: Sarah Polak
Design & Art
- 3D / Art Director: Simone Tranchina
- Concept / Storyboard: Liam Cobb
- Additional 3D: Svala Leaman
- Character 3D: Sam Lawrence
- Creative Rigging: Edd Livesey-Casey
Audio
- Composer: Iris Thorarins
- Sound Design / Foley: Almut Schwacke
- Sound Design: Pierre-Marie Blind
- Music Editor: Thorsteinn Eyfjord
Funding
Creative Europe MEDIA Icelandic Film Centre Arts Council England Minningarsjodur Ingvars Lundberg
All Projects
Kassinn / A Box In The Desert 2017-2019
One audience member enters a VR world where they're trapped in a box in the desert. A voice pushes them to escape while a live actor tries to convince them to stay. Dual Oculus Rift with multiplayer networking.
4 Awards: A MAZE Berlin (Most Amazing Game), Raindance (Best Interactive Narrative), San Diego Fringe (Outstanding US Premiere), Stockholm Fringe (Innovation in Performance)
"We think of it as theater. But we took it to a games festival and got an award as the best game." – Nanna Gunnars
Parallel People / Hlidstaett Folk 2020-2022
Theatre experience about trust, communication, and questioning information sources. Five audience members are trapped in transparent boxes in a hostile landscape. Sold out at National Theatre of Iceland. Nominated at Raindance Immersive 2022.
The Hidden People 2018-2022
Spectacular show combining circus arts, Icelandic folklore, and creative technology. Large-scale projection mapping on sets and performers. TouchDesigner + Houdini + Unity. Explores the controversial hydroelectric dam construction through huldufolk mythology.
Askur Yggdrasils Maze 2016
Immersive labyrinth built from shipping pallets in central Reykjavík for Culture Night. 16+ unique spaces by 24 contributing artists. Inspired by Nordic mythology and the Poetic Edda.
ABBA Voyage Launch 2021
Local production for ABBA's worldwide album launch livestream at Sky Lagoon, Reykjavík.
Of Monsters And Men / Fever Dream Day 2019
Eight masked dancers through downtown Reykjavík with hidden synchronized speakers. Custom internet radio station.
Owen's Additional Projects
| Project | Year | Description |
|---|---|---|
| FLAEKT (Unraveled) | 2025 | Dance piece visuals |
| Grex Lucis | 2025 | A/V artwork with Thorsteinn Eyfjord |
| Dustin O'Halloran – Harmonic Dream Sequence | 2024 | TouchDesigner A/V meditations |
| Imogen Heap – Last Night Of An Empire | 2021 | Mixed reality music video |
| Lambchild Superstar | 2017-2021 | VR music with OK Go + Oculus Studios. Tribeca premiere. |
| Horizons VR | 2016-2017 | Google Daydream launch title with Bonobo |
| Google Web Lab | ~2012 | Interactive installation at London Science Museum |
| Harpa Pong | ~2015 | Game on Harpa concert hall LED facade |
Awards
Won
| Award | Project | Festival | Year |
|---|---|---|---|
| Immersive Award | Fallax | Imagine Film Festival, Amsterdam | 2025 |
| Most Amazing Game | Kassinn | A MAZE Berlin | 2019 |
| Best Interactive Narrative | Kassinn | Raindance Immersive | 2019 |
| Outstanding US Premiere | Kassinn | San Diego Fringe | 2019 |
| Innovation In Performance | Kassinn | Stockholm Fringe | 2018 |
Nominated
| Award | Project | Festival | Year |
|---|---|---|---|
| Best Immersive Performance | Parallel People | Raindance Immersive | 2022 |
| Sproti Arsins | Kassinn | Griman (Icelandic Theatre Awards) | 2020 |
| Grand Prix | Kassinn | Stockholm Fringe | 2018 |
Talks & Education
| Year | Title | Venue |
|---|---|---|
| 2022 | VR Masterclass | National Theatre of Iceland |
| 2022 | Guest Lecture | Stockholm University of the Arts |
| 2022 | Live Performances In The Metaverse | Raindance Immersive |
| 2021 | Who are Huldufugl? | Berghs School of Communication |
| 2020 | Worlding Deserts | Night of Ideas, Institut Francais |
| 2019 | Designing Tiny for Massive | Icelandic University of the Arts |
| 2017 | Creative Technology Workshop | Hyper Island, Stockholm |
Opportunities
120+ festivals, grants, contacts, residencies and networks – organized by category. Full detailed documents on Google Drive
Urgent Deadlines (April-May 2026)
| Deadline | Opportunity | Contact | Fit |
|---|---|---|---|
| Apr 17 | IMMENSIVA Residency – Barcelona LBXR residency. Flights + accommodation + PICO devices. | info@espronceda.net | 5 |
| Apr 30 | Culture Moves Europe – EUR 75/day + travel. Final deadline. | Via portal | 4 |
| May 3 | PHI Immersive Residency – Montreal, 6-week residency. | Via website | 4 |
| May 5 | Creative Europe Culture – Cooperation projects, up to EUR 200K-1M. | Via portal | 5 |
| May 6 | BFI LFF Immersive – UK prestige. | lffsubmissions@bfi.org.uk | 4 |
| May 7 | Venice Immersive – THE submission. Top-tier XR competition. | veniceimmersive@labiennale.org | 5 |
| Jun 3 | BFI Expanded Screen Fund – UK co-production. Needs UK producer. | Via BFI portal | 4 |
| Jun 10 | Kaohsiung Film Festival VR – Free submission. VR FILM LAB. | KFFXRteam@kfa.gov.com | 4 |
VR / AR / XR Festivals (20)
| Festival | Location | Deadline | Notes |
|---|---|---|---|
| Venice Immersive | Venice, Italy | Mar-Apr | Top-tier. No fee. Perfect for Fallax. |
| Tribeca Immersive | New York | Dec-Jan | US prestige. Storyscapes award. |
| Sundance New Frontier | Park City, Utah | Aug-Sep | Enormous prestige for narrative VR. |
| SXSW XR | Austin, Texas | Aug-Oct | Industry + tech crossover. |
| Ars Electronica | Linz, Austria | Mar (Prix) | Premier art+tech festival. No fee. |
| NewImages Festival | Paris | Apr-May | XR Financing Market for funding. |
| Raindance Immersive | London | Jun-Jul | Already won here. UK network. |
| VRHAM! | Hamburg | Feb-Mar | Art-focused VR. German market. |
| Phi Centre | Montreal | Rolling | Year-round immersive exhibitions. |
| MUTEK | Montreal | Jan-Feb | Music/AV + immersive. |
| BFI LFF Immersive | London | May-Jun | UK prestige. BFI funding access. |
| IF / VRDays | Amsterdam | Summer | B2B. Partnership development. |
| Kaohsiung Film Festival | Taiwan | Mar-Apr | VR FILM LAB commissions. |
| Cannes XR | Cannes | Feb-Mar | Cannes prestige + market. |
| SIGGRAPH | USA (rotating) | Jan-Feb | Tech-art crossover. |
| Athens Digital Arts | Athens | Feb-Mar | Mediterranean network. |
| FIVARS | Toronto | Jun | Narrative XR focus. |
Fulldome Festivals (13)
| Festival | Location | Deadline | Notes |
|---|---|---|---|
| IMERSA Summit | USA (rotating) | Oct-Dec | Essential for fulldome network. |
| Fulldome Festival Jena | Germany | Oct-Nov | Original fulldome festival. Core venue. |
| SAT Montreal | Montreal | Rolling | 18m Satosphere dome. Residencies. |
| Dome Fest West | Los Angeles | Jan-Feb | US fulldome market. |
| Dome Under | Melbourne | Mid-year | Australian fulldome scene. |
| Macao Fulldome | Macao | Jun-Aug | Asian market. Prize money. |
| Immersive Film Festival | Espinho, Portugal | Mar-May | Artistic fulldome content. |
| Cosmonova | Stockholm | By proposal | Nordic venue for Fallax. |
| Visualiseringscenter C | Norrkoping | By proposal | Swedish national dome theatre. |
Digital Art / New Media Festivals (20)
| Festival | Location | Deadline | Notes |
|---|---|---|---|
| Transmediale | Berlin | Jun-Aug | Critical digital culture discourse. |
| CTM Festival | Berlin | Summer | AV performances & installations. |
| Sonar+D | Barcelona | Spring | Creativity + technology + business. |
| NODE Forum | Frankfurt | 6-8 months before | Creative coding community. |
| ISEA | Rotating | 6-9 months before | Academic + artistic. |
| FIBER | Amsterdam | Rolling | AV art + digital culture. |
| Kikk Festival | Namur, Belgium | Spring | Digital + creative cultures. |
| Elektra | Montreal | Autumn | Digital arts biennial. |
| Resonate | Belgrade | Winter | Art + tech. Affordable. |
| Artechouse | DC/NYC/Miami | Rolling | Immersive art venue. Commissions. |
| Aavistus | Helsinki | Rolling | Nordic neighbor. Media art. |
| WRO Biennale | Wroclaw | Biennale year | Central European media art. |
| Japan Media Arts | Tokyo | Jul-Sep | Government prize. Prestige. |
Theatre / Performance Tech Festivals (11)
| Festival | Location | Deadline | Notes |
|---|---|---|---|
| Edinburgh Fringe | Edinburgh | Nov-Apr | World's largest. Open access. |
| Prague Quadrennial | Prague | 1-2 years before | Performance design. Next: 2027. |
| Dutch Design Week | Eindhoven | Spring | Design-tech crossover. |
| Barbican Centre | London | By proposal | Commissions immersive work. |
| NT Immersive Studio | London | By proposal | VR/immersive theatre co-production. |
| Festival d'Avignon | Avignon | Jan-Mar (OFF) | French theatre. Growing immersive. |
| Kampnagel | Hamburg | By proposal | Technology-driven performance. |
| Dark Mofo | Hobart, Tasmania | Varies | Immersive spectacle. MONA connected. |
Film Festivals with XR Programs (14)
| Festival | Location | Deadline | Notes |
|---|---|---|---|
| Annecy | France | Jan-Feb | World's largest animation + XR. |
| IDFA DocLab | Amsterdam | May-Jun | Interactive storytelling. |
| CPH:DOX Inter:Active | Copenhagen | Nov-Dec | Nordic. Danish funding access. |
| Sheffield DocFest | Sheffield, UK | Jan | Alternate Realities + MeetMarket. |
| DOK Leipzig | Leipzig | Jun | German market. XR program. |
| BIFAN | South Korea | Mar-Apr | Genre/fantastic XR content. |
| Goteborg Film Festival | Gothenburg | Sep | Largest Nordic film festival. |
| IFFR Rotterdam | Rotterdam | Aug-Sep | CineMart co-production market. |
| Nordisk Panorama | Malmo | Spring | Nordic short + doc circuit. |
Grants & Funding (30+)
Icelandic
| Grant | Amount | Deadline |
|---|---|---|
| Rannis – Technology Development Fund | Varies | Spring + Autumn |
| Icelandic Film Centre | Varies | Multiple rounds/year |
| Arts Council Iceland | Varies | Spring + Autumn |
Nordic
| Grant | Amount | Deadline |
|---|---|---|
| Nordisk Kulturfond | Up to DKK 500,000 | Sep 4, 2026 |
| Nordic Culture Point – Mobility | Travel + per diem | Multiple rounds |
| Nordisk Film & TV Fond | Varies | Multiple rounds |
European
| Grant | Amount | Deadline |
|---|---|---|
| Creative Europe Culture | Up to EUR 200K-1M | ~May |
| Creative Europe MEDIA | Up to EUR 200K | Various |
| S+T+ARTS Prize | EUR 20,000 | Jan-Mar |
| EMAP Residency | Stipend + production | Feb-Mar |
| Culture Moves Europe | EUR 75/day + travel | Rolling (final Apr 30, 2026) |
International / Tech
| Grant | Amount | Deadline |
|---|---|---|
| Epic MegaGrants | $5K-$500K | Rolling |
| Unity for Humanity | Up to $50K | Summer |
| CNC France – XR Fund | Up to EUR 150K | Multiple rounds |
| BFI | Varies | Various, some rolling |
Key People & Curators (25+)
XR Festival Curators
| Person | Role | Contact | Fit |
|---|---|---|---|
| Liz Rosenthal | Curator, Venice Immersive | liz@powertothepixel.com | 5 |
| Michel Reilhac | Co-curator, Venice Immersive | veniceimmersive@labiennale.org | 5 |
| Ana Brzezinska | Curator, Tribeca Immersive | Via tribecafilm.com | 5 |
| Shari Frilot | Chief Curator, Sundance New Frontier | Via sundance.org | 5 |
| Ulrich Schrauth | Director, VRHAM! Hamburg | u.schrauth@vrham.de | 4 |
| Caspar Sonnen | Head of IDFA DocLab | doclab@idfa.nl | 4 |
| Mads Damsbo | Makropol (Copenhagen XR studio) | mads@makropol.dk | 4 |
XR Studios & Producers
- Atlas V (Paris) – Leading XR studio. Multiple Venice Golden Lions.
- Felix & Paul Studios (Montreal) – Emmy-winning. Work with Meta, NASA.
- Novelab (Rennes) – French XR production. Co-production expertise.
- Marshmallow Laser Feast (London) – Award-winning experiential studio.
- Blast Theory (Brighton) – Pioneers of interactive performance.
Fulldome Pioneers
- Ed Lantz – Vortex Immersion Media. IMERSA board.
- Dan Neafus – Gates Planetarium, Denver. IMERSA founder.
- Robin Sip – European fulldome producer.
Icelandic Cultural Contacts
- Nordic House Reykjavík – Hub for Nordic cultural exchange.
- Reykjavík Arts Festival – Biennial arts festival.
- i8 Gallery – Leading Icelandic contemporary art gallery.
Residencies & Networks (25+)
| Residency | Location | Notes |
|---|---|---|
| Ars Electronica Residency | Linz, Austria | Research-driven at FutureLab. |
| Eyebeam | New York | Art + technology center. |
| NEW INC | New York | New Museum incubator. XR track. |
| ZKM | Karlsruhe | Major media art museum. |
| FACT | Liverpool | Creative technology commissions. |
| V2_ Lab | Rotterdam | Unstable media research. |
| SAT Residency | Montreal | Ideal for fulldome development. |
| SIM Residency | Reykjavík | Local. Host visiting collaborators. |
| Skaftfell | Seydisfjordur | East Iceland art center. |
Networks
- IMERSA – Fulldome professional community
- EUVRA – European VR Association
- XR4Europe – EU XR ecosystem
- Immerse UK – UK immersive economy
- French Immersive Network – French XR industry
Paris & Lyon
Owen and Nanna are exploring a potential move to France. Here's the creative tech / immersive / XR / performance landscape in both cities.
Huldufugl recently screened Fallax at NewImages Festival Paris and Laval Virtual – they're already active in the French XR circuit.
Paris – XR / Immersive Studios (18)
| Studio | What They Do | Contact | Fit |
|---|---|---|---|
| OVVO Studio | TouchDesigner-centric collective. Organizes Paris TD meetups. Founded by Shandor Chury. | via website | 5 |
| Superbien | Projection mapping, brand experiences (LV, Hermes). Has SUPERLAB R&D space. | contact@superbien.fr | 5 |
| Atlas V | Award-winning VR film (Spheres, Gloomy Eyes) | contact@atlasv.io | 5 |
| DVgroup | Planetariums, fulldome, museum installations. Major fulldome commissioner. | contact@dvgroup.com | 5 |
| Collectif Scale | Augmented installations – music, light, architecture. PHYSIS, CODA, FLUX. | via website | 4 |
| AC3 Studio | Stage design, video mapping, LED design, interactive | via website | 4 |
| Nonotak Studio | Light + sound duo. Nuit Blanche, ARTECHOUSE. Kindred spirits. | nonotakstudio@gmail.com | 4 |
| Emissive | Location-based VR (Eternelle Notre-Dame). ~30 people. | via website | 4 |
| Lucid Realities | XR production + distribution. Co-founded by Chloe Jarry. | via website | 4 |
| 1024 Architecture | Large-scale light installations, kinetic structures | info@1024architecture.net | 4 |
| Novelab | VR documentaries, interactive narratives | contact@novelab.io | 4 |
| Innerspace VR | VR games (Maskmaker, A Fisherman's Tale) | contact@innerspacevr.com | 4 |
| Smode Tech | Real-time compositing platform. Has Smode Lab co-working space. | via website | 3 |
| 36 degres | Digital art + electronic music curation. Lumen Prize winner. | via website | 3 |
| Small Studio | VR narrative experiences | info@smallstudio.fr | 3 |
| BackLight | VR/AR cultural heritage | contact@backlight.fr | 3 |
| Red Corner | Interactive fiction, XR narrative | contact@red-corner.fr | 3 |
| Active Theory | High-fidelity 3D/WebGL (Google, Netflix, NASA). LA-based, some Paris presence. | hello@activetheory.net | 3 |
Paris – Creative Tech Studios for Owen (7)
| Studio | Specialty | Contact | Fit |
|---|---|---|---|
| Superbien | Projection mapping (Louis Vuitton, Hermes) | hello@superbien.studio | 5 |
| 1024 Architecture | Light installations, kinetic structures. Uses TD. | info@1024architecture.net | 5 |
| Antivj | Light art label (Joanie Lemercier, Romain Tardy) | info@antivj.com | 4 |
| Nonotak Studio | A/V duo. Light + live performances. Kindred spirits. | info@nonotak.com | 4 |
| Bright | Live entertainment, stadium visuals | contact@bright.fr | 3 |
| Moment Factory | Multimedia. Hire freelance TD/Unity devs. | info@momentfactory.com | 3 |
| Cher Ami | Digital experiences, interactive installations | hello@cherami.digital | 3 |
Paris – Venues & Cultural Centers (10)
| Venue | Why It Matters | Contact |
|---|---|---|
| La Gaite Lyrique | Premier digital arts venue | contact@gaite-lyrique.net |
| Le Centquatre (104) | Multi-disciplinary. Residencies. Large spaces. | info@104.fr |
| Palais de Tokyo | France's largest contemporary art center | info@palaisdetokyo.com |
| Centre Pompidou | New media/digital art department | info@centrepompidou.fr |
| Atelier des Lumieres | Projection-mapped immersive shows | contact@culturespaces.com |
| Cite des Sciences | Has planetarium. Commissions fulldome. | info@cite-sciences.fr |
| La Villette | Large-scale immersive exhibitions | info@lavillette.com |
| La Philharmonie | Immersive sound/visual experiences | contact@philharmoniedeparis.fr |
| Fondation Cartier | Art + technology crossovers | info@fondation.cartier.com |
| Le Carreau du Temple | Digital/immersive events | info@carreaudutemple.eu |
Paris – Theatre for Nanna (6)
| Venue | Why | Contact | Fit |
|---|---|---|---|
| Le Monfort | Circus, puppetry, digital performance. BEST fit. | info@lemonfort.fr | 5 |
| Theatre du Rond-Point | Experimental, multidisciplinary | info@theatredurondpoint.fr | 4 |
| Theatre de la Ville | International contemporary performance | info@theatredelaville-paris.com | 4 |
| MC93 Bobigny | Experimental, international co-productions | info@mc93.com | 3 |
| La Menagerie de Verre | Contemporary dance + performance | info@menagerie-de-verre.org | 3 |
| Nanterre-Amandiers | Ambitious experimental programming | info@nanterre-amandiers.com | 3 |
Paris – Funding (8)
| Fund | What | Contact |
|---|---|---|
| CNC – Fonds Experiences Numeriques | Up to EUR 150k for XR projects | creation.numerique@cnc.fr |
| DICREAM | Multimedia/digital art creation | dicream@culture.gouv.fr |
| Ile-de-France Film Commission | Regional co-funding | contact@iledefrance-film.com |
| DRAC Ile-de-France | Artist/company structural funding | drac.ile-de-france@culture.gouv.fr |
| Institut Francais | Mobility grants for international artists | info@institutfrancais.com |
| SACD | Creation grants for VR/digital authors | info@sacd.fr |
Paris – Education & Networks
Teaching Opportunities
- Le Fresnoy – Guest instructor / technical mentor (info@lefresnoy.net)
- ENSAD – Creative tech, VR, interaction design (info@ensad.fr)
- Gobelins – VR/Unity/Houdini workshops (info@gobelins.fr)
- IRCAM – Spatial audio research + residencies (communication@ircam.fr)
Networks
- French Immersive Network (FIN) – ESSENTIAL. Join immediately. (contact@frenchimmersive.fr)
- Creatis – Creative industries incubator at 104 (contact@creatis-paris.com)
- Volumes Coworking – Creative coworking (contact@volumesparis.org)
Lyon
Lower cost of living, Fete des Lumieres as annual anchor, tight-knit creative tech scene, 2h TGV to Paris.
Lyon – Studios, Venues & Organizations (12)
| Place | What | Contact | Fit |
|---|---|---|---|
| Theoriz | Lyon's flagship. Creative tech + research. Augmenta spin-off. Fete des Lumieres. Founded by David-Alexandre Chanel. | contact@theoriz.com | 5 |
| LABLAB | 400m2 immersive studio at Pole Pixel. Residencies, mixed reality, co-design. | via website | 5 |
| AADN | Digital arts org since 2004. Immersive creation, hybrid performance, public space. Runs LABLAB. | via website | 5 |
| Les Subsistances | Experimental art lab. Residencies. Loves tech-performance hybrids. | info@les-subs.com | 5 |
| Pole PIXEL | Creative industries campus. Animation, VFX, game, immersive. SET UP HERE. | contact@polepixel.fr | 5 |
| Bloc D | 3D animation, VFX, live show content (Timberlake, Calvin Harris). | via website | 4 |
| Inook | "Anooki" characters. Veteran Fete des Lumieres artists. | via website | 3 |
| Scenocosme | Interactive art duo. Nature + technology installations. | via website | 3 |
| Musee des Confluences | Science museum. Commissions immersive exhibitions. | contact@museedesconfluences.fr | 4 |
| MAC Lyon | Contemporary art museum. Media art. | info@mac-lyon.com | 3 |
| Le Sucre | Rooftop venue. A/V performance. | contact@lesucre.eu | 3 |
| Skertzo | Interactive installations, museum tech. | contact@skertzo.com | 3 |
Lyon – Festivals & Organizations
| Festival/Org | What | Contact | Fit |
|---|---|---|---|
| Fete des Lumieres | World-famous light festival. December. Millions attend. Owen's mapping skills. | fetedeslumieres@mairie-lyon.fr | 5 |
| Nuits Sonores | Electronic music + digital culture. A/V performance. | contact@arty-farty.eu | 4 |
| Biennale de la Danse | International dance biennale. For Nanna. | info@bfrp.org | 4 |
| Arty Farty | Behind Nuits Sonores. Culture policy, festivals. KEY for Nanna. | contact@arty-farty.eu | 4 |
Paris vs. Lyon – Practical Comparison
| Paris | Lyon | |
|---|---|---|
| XR Studios | 12+ dedicated XR studios | 2-3 creative tech studios |
| Rent (2BR) | EUR 1,500-2,500/mo | EUR 800-1,400/mo |
| Funding | CNC + DRAC + regional | Less direct, but TGV to Paris |
| Anchor Event | NewImages, Nuit Blanche | Fete des Lumieres |
| Scene Size | Mature, competitive | Small, tight-knit |
| To Paris | — | 2h TGV (EUR 30-60) |
Recommendation: Lyon for quality of life + Fete des Lumieres anchor. Paris for VR film production + CNC funding. Hybrid approach (base Lyon, project work Paris) is common and practical.
Legal: As EEA citizens (Iceland), no visa needed. Set up an "association loi 1901" for French cultural funding access. Register with Maison des Artistes for social security.
London
Owen previously worked with FIELD.io, B-Reel, and Universal Everything in London. Nanna performed with Secret Cinema and Look Left Look Right. Both know the city well.
Creative Tech Studios (19)
| Studio | What They Do | Contact | Fit |
|---|---|---|---|
| FIELD.io | Design + innovation. Nike Rise (25+ cities). Fast Company Most Innovative 2026. Hiring. | Marcus Wendt, Vera-Maria Glahn | 5 |
| Marshmallow Laser Feast | Experiential art collective. "Of the Oak" at Kew Gardens. Venice/Tribeca alumni. | Nell Whitley (EP) | 5 |
| United Visual Artists | Art + tech installations. Barbican, V&A, Serpentine. Collaborations with Massive Attack. | Matt Clark (founder) | 5 |
| Random International | Rain Room creators. Interactive sensor-driven installations. London + Berlin. | Hannes Koch, Florian Ortkrass | 5 |
| Framestore Immersive | World-class VFX + dedicated immersive division. Theme parks, LBE, MR. | Kevin Young (Creative Tech Dir) | 5 |
| Disguise | Industry-standard projection mapping platform. Powers 90% of top live shows. | London HQ | 5 |
| Jason Bruges Studio | Art/architecture/technology hybrid. Data-driven, AI, real-time installations. | Jason Bruges | 5 |
| Nexus Studios | Animation + XR + LBE. UFC 16K for Las Vegas Sphere. #1 EU/UK production company. | Hugh Ip (EP, LBE) | 5 |
| Universal Everything | Experience design + media art. Owen's former collaborator. | Matt Pyke (founder) | 5 |
| B-Reel | Creative agency. 170+ staff. Owen's former collaborator. | Johannes Ahlund (MD London) | 4 |
| Territory Studio | Motion design, VFX (Blade Runner 2049, Avengers). ~135 staff. | David Sheldon-Hicks | 4 |
| Holition | Luxury brand AR/MR (Rolls Royce, Burberry). | Jonathan Chippindale | 4 |
| Phantom Studios | Immersive web, AR (Netflix Stranger Things activation). | via website | 4 |
| Preloaded | BAFTA-winning games. AR/VR/MR with Magic Leap, Niantic. | via website | 4 |
| 1024 Architecture | Large-scale light + kinetic structures. Uses TouchDesigner. | info@1024architecture.net | 4 |
| Nonotak Studio | Light + sound duo. Immersive installations. | nonotakstudio@gmail.com | 4 |
XR / VR Studios (10)
| Studio | What They Do | Fit |
|---|---|---|
| National Theatre Immersive | VR/MR/AR for dramatic storytelling. Venice, Sundance, MoMA. Perfect for both. | 5 |
| Anagram | Award-winning immersive installations using emerging tech. | 4 |
| Astrea Immersive | VR/MR content distribution. "ASTRA" MR experience. | 3 |
| Limina Immersive | Pop-up VR theatre format. Good for Nanna. | 4 |
| Dream Reality Interactive | VR games. Ex-PlayStation VR Worlds founders. | 4 |
| nDreams | World's biggest VR game developer. | 4 |
| DNEG IXP | Oscar-winning VFX. New immersive division for LBE, gaming, retail. | 4 |
Venues & Cultural Spaces (12)
| Venue | Why | Fit |
|---|---|---|
| 180 Studios | Major digital art venue. Ryoji Ikeda "Data.Cosm." UVA in residence. | 5 |
| Outernet London | 23,000 sq ft 360-degree 16K screens. Commissions content. | 5 |
| Lightroom | Immersive projection shows. David Bowie upcoming. By 59 Productions. | 4 |
| Barbican Centre | Immersive exhibitions. Curating for Panorama St Paul's LED screen. | 4 |
| Serpentine Arts Technologies | Art + tech commissions. Multiplayer immersive 2025. | 4 |
| V&A | Digital Design Weekend. Friday Lates. V&A East opening. | 4 |
| Lumen Studios | Digital arts org. 400+ artist network. Hosted NONOTAK. | 4 |
| Frameless | UK's largest permanent immersive art experience. | 3 |
Immersive Theatre for Nanna (10)
| Company | What | Fit |
|---|---|---|
| Punchdrunk | "Lander 23" – live action video game at Woolwich. Needs creative technologists too. | 5 |
| Secret Cinema | Building permanent venue at Greenwich Peninsula (opening late 2026). Nanna worked there. | 5 |
| Les Enfants Terribles | "Labyrinth" – new immersive space under Waterloo. Runs masterclasses. | 5 |
| COLAB Theatre | UK's first dedicated immersive theatre space. Festival curation. | 5 |
| Swamp Motel | Immersive escape experiences + theatre. | 4 |
| Darkfield | Shipping container audio experiences. 360 binaural in darkness. | 4 |
| Parabolic Theatre | Gameplay + narrative immersive theatre. CRYPT venue. | 4 |
| Blast Theory | Interactive media + live performance pioneers (Brighton, London shows). | 4 |
UK Funding (8)
| Fund | Amount | Notes | Fit |
|---|---|---|---|
| BFI Expanded Screen Fund | Up to GBP 150K | Immersive fiction VR/AR/XR. Closes Jun 3. | 5 |
| Immersive Arts Programme | GBP 5K-50K | GBP 6M programme. 200+ UK artists. Artist-led R&D. | 5 |
| Arts Council England DYCP | GBP 1K-30K | Round 24 launching April 2026. | 5 |
| Innovate UK Creative Industries | GBP 369M (2026-2030) | CoSTAR programme. Creative Catalyst grants. | 4 |
| StoryFutures Academy | R&D + training | National Centre for Immersive Storytelling. | 4 |
| Digital Catapult CreativeXR | Programme | Immersive prototypes + labs. | 4 |
| Wellcome Trust Hub Award | Residency | Art + science at Wellcome Collection. | 3 |
Festivals & Events
| Event | When | Notes |
|---|---|---|
| SXSW London | Jun 1-6, 2026 | 2nd edition. 25,000+ attendees. Shoreditch. |
| London Design Festival | Sep 12-20, 2026 | 400+ events. Installation commissions. |
| Raindance Immersive | June | Premiere UK XR showcase. Already won here. |
| BFI LFF Expanded | October | Immersive art + XR works. |
| LIFT | Biennial | International theatre. Immersive programming. |
| TouchDesigner London | Monthly | Meetups at Peckham Audio, Hackney Wick. |
| Creative Coding & AI | Monthly | 3,200+ members. Ramen Space, Dalston. |
Residencies & Networks
- Somerset House Studios – n-Space hub for art + tech. Creative Technologies Fellowship. Apply.
- Pervasive Media Studio (Bristol) – 150+ artists exploring experience design. Leads GBP 6M Immersive Arts Programme.
- Innovate UK Immersive Tech Network – Cross-sector community. Annual awards.
- Digital Catapult – Innovation centre. Immersive Labs.
Teaching
- Rose Bruford College – Nanna's alma mater. Guest lecture / masterclass.
- RCA – MA Information Experience Design – Perfect for Owen as guest lecturer.
- Goldsmiths – Computational Arts – TouchDesigner Roundtable events. Owen's practice fits directly.
- LCC – BA Immersive Media – Visiting lecturer opportunity.
- NFTS – XR storytelling + CoSTAR National Lab.
Timeline
The full trajectory, from London beginnings to Iceland's first VR film.
Owen
Nanna
Press & Media
Fallax
- Huldufugl – Fallax
- Hikapee – Fallax VR Film
- XRMust – Fallax
- British Council UK Films – Fallax
- Icelandic Film Centre – Fallax at Clermont-Ferrand
- Imagine Film Festival – Fallax
- Clermont-Ferrand – Fallax
- Target3D – Capturing Circus Artists
- ScreenUK – Clermont 2026 UK Films
- Instagram – @fallax.vr
Owen Hindley
- Portfolio
- RAFLOST Festival profile
- FWA profile
- CDM – Dustin O'Halloran collaboration
- CDM – Bonobo VR journey
- Engadget – Lambchild Superstar at Tribeca
- It's Nice That – OK Go VR
- Fast Company – OK Go VR
- Vice – Harpa Pong
- artnet News – Harpa Pong
- Designboom – Unconfined (Samsung + Zaha Hadid)
- Universal Everything – Unconfined
- TPi Magazine – zactrack (FLAEKT)
- Grapevine – Harpa Pong
- Grapevine – Parallel People at National Theatre
- Vimeo – PONG+ at Sonar 2015
- NAVA – Nordic Audiovisual Artists
- IMDB
- FIELD.io – Under The Surface (IBM)
- Google Experiments – City of Drones (FIELD.io)
- GitHub (39 repos)
- Blog – Depth Scatter Rendering in TouchDesigner
Nanna Gunnars
- Rose Bruford – Spotlight on Nanna
- Interview – Fringe Theater in Iceland
- Total Theatre – RVK Fringe 2022
- Exeunt – Encounters with Reykjavík Fringe
- Grapevine – RVK's First Fringe
- Guide to Iceland – Poetry Brothel
- Grapevine – Poetry Brothel Opens Its Doors
- Grapevine – RVK Fringe 2019
- Grapevine – Parallel People at National Theatre
- Podcast – East of Moon: Fringe as Community
- Vogue Scandinavia (4 articles)
- Guide to Iceland (~100 articles)
- IMDB
- Beisik Bitch – MA thesis performance (2026)
Huldufugl – General
Strategy & Roadmap
The Pitch
Award-winning Icelandic studio creating immersive experiences at the intersection of VR, circus theatre, and Icelandic folklore.
Unique Strengths
- Genuine theatre background – not a tech company playing at art
- Icelandic identity and folklore tradition as creative DNA
- Technical innovation (Houdini polygon landscapes, mocap circus, 6DoF VR)
- Cross-format expertise: VR headset, fulldome, live theatre, installation
- Strong award track at both games (A MAZE) and film (Clermont-Ferrand) festivals
- Owen's deep tech network (Google, Oculus, Samsung, Microsoft)
- Nanna's festival network (RVK Fringe founder, Vogue contributor)
Priority Actions
Tier 1 – Apply Now
| # | Opportunity | Deadline | Why |
|---|---|---|---|
| 1 | Venice Immersive 2026 | Mar-Apr 2026 | Top prestige. Fallax is perfect. |
| 2 | Sundance New Frontier 2027 | Aug-Sep 2026 | US prestige. Narrative VR. |
| 3 | Creative Europe Culture | ~May 2026 | Major EU funding. |
| 4 | Culture Moves Europe | Rolling (final Apr 30) | Travel funding for festivals. |
| 5 | IMERSA Summit | Oct-Dec 2026 | Essential for fulldome network. |
| 6 | Fulldome Festival Jena | Oct-Nov 2026 | Core fulldome festival. |
| 7 | SAT Montreal Residency | Rolling | Develop Fallax fulldome in 18m dome. |
| 8 | Nordisk Kulturfond | Sep 4, 2026 | Nordic collaboration funding. |
Tier 2 – Apply This Year
| # | Opportunity | Window | Why |
|---|---|---|---|
| 9 | Tribeca Immersive 2027 | Dec-Jan | US indie film prestige. |
| 10 | Cannes XR 2027 | Feb-Mar | Industry market + distribution. |
| 11 | Ars Electronica Prix | ~Mar | Art+tech validation. |
| 12 | SXSW XR 2027 | Aug-Oct | US tech/culture crossover. |
| 13 | NewImages Paris | Apr-May | XR Financing Market. |
| 14 | CPH:DOX Inter:Active | Nov-Dec | Nordic film, Danish funding. |
| 15 | Dome Fest West | Jan-Feb | US fulldome market. |
| 16 | S+T+ARTS Prize | Jan-Mar | EUR 20,000 EU prize. |
| 17 | EMAP Residency | Feb-Mar | European media art residency. |
Festival Calendar
| Month | Festival / Deadline |
|---|---|
| Jan | Clermont-Ferrand, Goteborg, IFFR Rotterdam |
| Feb | EMAP deadline, Dome Fest West deadline |
| Mar | Venice deadline, Prix Ars deadline, SXSW |
| Apr | Creative Europe Culture deadline, Hot Docs |
| May | Cannes XR, Annecy |
| Jun | Tribeca, NewImages, Sheffield DocFest |
| Jul | BIFAN (Korea) |
| Aug | SXSW deadline, Sundance deadline, MUTEK |
| Sep | Venice, Ars Electronica, Nordisk Kulturfond deadline |
| Oct | Raindance, BFI LFF, IMERSA deadline |
| Nov | IDFA DocLab, IF/VRDays, Fulldome Jena deadline |
| Dec | Tribeca deadline, Macao Fulldome |
Funding Already Secured
Creative Europe MEDIA Icelandic Film Centre Arts Council England Minningarsjodur Ingvars Lundberg
Press Kit Essentials
- One-sheet – company overview, key awards, headshots
- Fallax press kit – synopsis, stills, trailer, credits, technical sheet
- Showreel – 2-3 min compilation of all works
- Technical rider – for VR and fulldome versions
- Bio package – individual bios with headshots
- Previous work lookbook – Kassinn, Hidden People, Parallel People
Peer Landscape
Studios and collectives working in similar territory. Where Huldufugl sits in the field.
| Studio | Location | Team | Focus | Key Lesson |
|---|---|---|---|---|
| Makropol | Copenhagen | ~5-8 | LBE, VR films, "Physical Films." Planning XR cinema venue. | Venue-based recurring revenue model. |
| MLF | London | ~20 | Nature/perception installations. $6.4M revenue. | Commercial work funds art. Singular artistic theme = brandable. |
| Anagram | London | Small | VR docs, AR walks. Venice Grand Jury Prize 2021 + 2024. | Tiny team can win Venice consistently. Applied VR (NHS) = stable income. |
| Blast Theory | Brighton | ~5-8 | Interactive media + live performance since 1991. | 30-year academic partnership = sustained funding. |
| Darkfield | London/touring | Small | Binaural audio in shipping containers. 750K+ audience. | Build once, tour everywhere. Low-tech looking, massively scalable. |
| Tender Claws | Los Angeles | Small | VR theatre + games. Stranger Things VR for Netflix. | Art VR attracts IP deals. Live performers in VR = proven concept. |
| Ferryman Collective | Los Angeles | Small | Live theatre inside VR. Closest peer to Huldufugl's practice. | Proof that live-theatre-in-VR niche has legs. |
| Atlas V / Astrea | Paris | ~15-20 | VR production + distribution. Raised $6M. Emmy winner. | Astrea is the distribution partner Huldufugl needs for Fallax. |
| ScanLAB | London | ~8-12 | Point cloud installations. Venice, Royal Academy, LACMA. | Own your visual language. "Half art studio, half research lab." |
| Gagarin Interactive | Reykjavik | ~10-15 | Museum installations, visitor centres. Lava Centre, Expo 2025. | Icelandic peer. Tourism creates steady demand for experiential content. |
| Monobanda | Utrecht | Small | Experimental play + wellbeing. SXSW XR Award 2024. | Wellbeing angle = fundable and socially impactful. |
Market Snapshot 2026
What's growing
- Location-based XR: $7B in 2026, projected $31.7B by 2034
- Fulldome: $432M in 2024, growing 8.1% CAGR. New domes being built across Asia.
- Apple Vision Pro: Content-hungry. Seeking premium immersive content.
- Immersive theatre: ~$2.5B segment, underserved by tech-native creators
- EU XR funding: Increasing. Netherlands: EUR 275M. Creative Europe includes immersive.
What to watch
- Meta Quest: 100+ apps earned $1M+. Largest installed base. But Meta cut metaverse budget 30%.
- AI + XR: Dramatically reduces cost of 3D asset creation. Multiplies a 2-person team's output.
- Festival fees: Most festivals pay EUR 0-600 per screening. Don't count on this as revenue.
- HTC: Offering 90% revenue share to attract developers.
Future
What to build next, how to sustain the studio, and the strategic moves that matter.
Five Next Projects
1. "Huldufolk" – Touring Mixed Reality Theatre
Portable immersive piece based on hidden people folklore. Meta Quest 3 MR passthrough. Live performer (Nanna) + digital beings manifesting around the audience. 1 performer + 6-8 headsets. Tour festivals, venues, Iceland's tourist infrastructure.
Why: Combines all strengths. MR is fastest-growing segment. Portable = Darkfield touring model. Revenue: $600-1,920/day from ticket sales.
2. Fallax: Spatial Edition – Apple Vision Pro
Remaster Fallax for visionOS as premium spatial video. Apple actively seeking prestige immersive content. Icelandic circus + nature content would be a showcase piece. Re-render, not ground-up build.
Why: Content catalog is thin. Early visionOS = visibility. Even 5K-10K units at $9.99-14.99 = $50K-150K.
3. "Circus of Elements" – Fulldome Show
New 25-min fulldome show. Motion-captured circus performers x Iceland's elements (fire/ice/water/wind). Each element = different circus discipline rendered in Houdini particles. 4,000+ planetariums worldwide need content.
Why: Fulldome shows have 5-10 year shelf life. License at $500-2,000/dome/year. 100 domes = $50K-200K/year recurring.
4. Applied VR for Wellbeing
Therapeutic VR in Iceland's landscapes. Guided meditation + gentle movement prompts (Nanna's physical theatre). Target: healthcare, wellness retreats, corporate wellness, Iceland tourism.
Why: Anagram's NHS work proves the market. Iceland = wellness tourism brand. B2B licensing $2K-5K/year per site.
5. "Northern Lights Engine" – Generative Visual System
Productise Owen's TouchDesigner skills into a licensable aurora-inspired visual system. Concert visuals, hotel installations, fulldome show, projection mapping toolkit.
Why: Multiple revenue streams from one core tech. Concert packages $2K-10K/show. Permanent installations $10K-50K/site. Target: Harpa, Blue Lagoon, Nordic festivals.
Revenue Model
How similar small studios sustain themselves. The typical split is 30-40% art / 60-70% commercial.
| Stream | % of Income | Target for Huldufugl |
|---|---|---|
| Owen freelance consulting | 30-40% | 100 billable days/year at EUR 800-1,200/day = EUR 80K-120K |
| Grant-funded art projects | 25-35% | 1-2 per year (Creative Europe, Rannis, Nordic) = EUR 30K-150K each |
| Fulldome distribution | 10-15% | Fallax + future content licensed to domes = EUR 20K-50K/year recurring |
| Touring piece | 10-15% | 1 portable MR theatre show = EUR 20K-50K/year |
| Platform distribution | 5-10% | Fallax on Quest/Steam/visionOS. Long-tail passive income. |
| Teaching/workshops | 5-10% | 4-6 per year = EUR 6K-30K/year |
Realistic target: EUR 150K-350K combined in Year 1-2, scaling to EUR 300K-500K by Year 3-4.
Strategic Moves
- Get Fallax to Astrea (Atlas V's distribution arm). They exist to distribute festival-winning XR content to Quest, Steam, museums, LBE venues worldwide.
- Build one portable touring piece. Darkfield's container model or a suitcase-VR setup with 6-8 headsets.
- Lean into fulldome. Market is growing, content demand is constant, and Owen's Houdini + Nanna's motion capture is a combination nobody else offers.
- Own the "Icelandic Immersive" niche. No other studio occupies this space. Iceland's global brand (nature, folklore, otherworldliness) is a massive asset.
- Partner with a university. Blast Theory's 30-year academic partnership generates both funding and credibility. University of Iceland or Reykjavik University.