A new name has officially joined the global attractions and experiential design landscape. Populate Group, founded by industry leader Joshua Murton, has launched with offices in the UK and the Middle East, setting out to professionalise and elevate the creation of immersive environments across cultural, brand, and entertainment spaces.
With demand for large-scale immersive experiences growing rapidly, Populate has positioned itself as a next-generation powerhouse: a company capable of delivering not only creative vision but also the technical robustness and operational excellence typically associated with the worlds of architecture and construction.
A Vision to Bridge Two Worlds
Murton, who previously held senior positions at Imagination and Identity Global, recognised a gap in the market for a business that could blend architectural expertise with digital storytelling and content design. His experience leading projects such as Visa’s immersive pavilion at the FIFA World Cup Qatar 2022 and overseeing a large part of the United Nations COP28 World Leaders’ Climate Conference has informed Populate’s ethos: experiences must be emotionally resonant, but also technically sound, compliant, and future-proofed.
“We saw a clear need to bring the professional diligence and expertise seen within architecture and construction into the fast-paced world of live events and experiences,” explained Murton. “Populate is here to bridge that gap, and deliver experiences that are not only groundbreaking, but also operationally sound and sustainable.”
Leadership Team of Industry Heavyweights
Populate’s ambition is reinforced by a leadership team drawn from across the global experience economy:
Charlie Hepburn, Chief Growth Officer – Former founder of a Top 50 C&IT Brand Experience agency, and recognised as one of the Top 100 most influential figures in the events industry. Hepburn has spent more than two decades shaping innovative global experience brands.
Tobie Anderson, Executive Creative Director – A specialist in permanent museum and brand environments, Anderson has previously held senior roles at Pico, Jack Morton Worldwide, Gallagher Associates, CDI World, and Portland.
Tony McKenzie, Head of Client Services – With over 25 years in the design and technology sectors, McKenzie has delivered enterprise software and immersive interactives for major blue-chip brands worldwide.
This carefully assembled team brings together expertise in strategy, creativity, and delivery — ensuring Populate can handle projects of scale and complexity from concept to execution.
A Global Footprint from Day One
Since its summer 2025 launch, Populate has already demonstrated impressive momentum:
- Strategic platform acquisitions to accelerate capabilities and scale.
- Successful project delivery across the UK, Riyadh, and Dubai.
- Major client wins with international brands.
- Offices established in London and Dubai, with operational bases in Riyadh and Barcelona.
- Partnerships in the USA and Asia to extend global reach.
This global-first approach underscores Populate’s ambition to quickly become a trusted partner for both permanent and temporary immersive environments.
Raising Standards in Immersive Design
For Populate, the mission extends beyond delivering singular experiences. The company is working to professionalise the immersive sector, bringing structure, technical diligence, and sustainable practices to a rapidly evolving market.
“We’re not just building experiences; we’re building an ecosystem of expertise,” said Murton. “Our mission is to push the boundaries of what’s possible, while giving clients the confidence that their projects are delivered to the highest technical and creative standards.”
About Populate Group
Founded in 2025, Populate Group is a global immersive experience company blending architectural precision with digital technology and creative storytelling. Headquartered in London and Dubai, with operational hubs in Riyadh and Barcelona, Populate delivers intelligent, large-scale immersive environments for brands, museums, and cultural institutions worldwide.
For more information: www.wearepopulate.com
