apelab SARL / apelab Inc.
Based in Geneva, Switzerland / Los Angeles
March 10, 2014
Press / Business contact:
Rte des Acacias 43
1227 Les Acacias (GE)
Los Angeles (CA)
apelab is a VR/AR company specialised in the development of high-quality immersive content. We focus is on creating accessible and engaging user experiences through compelling storyworlds and innovative gameplays.
Emilie Joly, Maria Beltran Reyes, Sylvain Joly and Michael Martin may have different backgrounds, though they all chose interaction design for their Master’s degree. After graduating from the University of Arts and Design in Geneva (HEAD), the four designers founded apelab as a studio for interactive storytelling, prototyping and experimentation with new technologies, focusing on playful and accessible experiences.
One of apelab’s projects was an interactive story on 360° for iPad, which got a lot of attention from the media. Called ‘IDNA’ at that time, its storyworld and interaction technology was continuously developed.
As virtual reality was making his comeback with the Oculus Rift, apelab decided to focus on the medium and adapt IDNA, which was renamed ‘Sequenced’, for the upcoming virtual reality headsets.
In parallel, a patent pending technology and toolkit for VR and AR was develop in the studio: SpatialStories. This platform is essential and used for every project of the studio, speeding up the workflow and optimizing production.
Apart from Sequenced, apelab has been developing a variety of interactive projects including games for museums and exhibitions, interactive scenography for theater plays, a few collaborations with Google on their AR platform Project Tango, and more recently a video game for mobile VR game called ‘Watchout!’, adapted from animation film ‘My Life as a Zucchini’, available on the App Store and Google Play.
Early Showreel Vimeo
Logo & Icon
Shows & Exhibitions
The patent pending technology used for every project’s development (Sequenced, Break a Leg, Watchout!,…) Check it out here.
Team & Repeating Collaborators
Interaction Design, CEO
Product Design, Interaction Design
Technical Direction, Interaction Design
Art Direction, Interaction Design
EA Games – Marketing (former)
Google VR (former)
Innovation Director @ Technicolor / Ubisoft (former)
USC / WBI – Production Designer
LIFT / Alibaba – Finances, Strategy
Seahorn Capital – AR/VR Investor
Circle Reality – Founder
Oculus VR – Executive Producer
Head of Authoring Tools – Unitylabs