GSM Project is now GSM Studios

Eric Demay, Partner and Managing Director, explains the change: “Studios is, in a way, a return to our roots and reflects our practice which has always been inherently creative. Above all, we value the entirety of the creative process – its risks, its unknowns, and all the opportunities it generates. Innovative projects are born from this creative stance, fueled by exchange, openness, and collaboration. And, of course, a good dose of perseverance.”

He notes this change in name also reflects the international dimension of GSM, which has a presence in Montreal, Paris, and Singapore – three studios deeply rooted in local culture while being connected by the same network. 

“[The name] Studios finally affirms the growing importance of multimedia content production in cultural experiences and exhibitions. Formats evolve with culture, technology, and new audience expectations. GSM is becoming increasingly multi-disciplinary in its capabilities, both creating and developing these experiences and bringing a diverse pool of technical knowledge to the design process.” 

This name change comes with a creative philosophy deeply focused on storytelling and co-creations. Erika Kiessner, Partner and Senior Creative Director, explains, “We embark on creative partnerships with visionary leaders, understanding their mission, sharing their values, and crafting transformative journeys that have enduring impact. Together, we invite visitors into narrative experiences that examine the past, engage with the present, and offer galvanizing visions of the future.” 

She adds: “We are on a mission to educate, entertain and engage audiences, in a way that transforms their perspective and invites them to take action in the world. We do this through the narrative experiences we create, inspired by the stories of the cultural institutions, heritage brands and visionary leaders with whom we collaborate.”

This approach is reflected in GSM’s recently completed projects:

• Nanualuk — Northern Expedition (Montreal, Canada): inaugurated in Winter 2025, Nanualuk is an interactive exhibition at the Montreal Science Centre, and is unique amongst North American science centers in its ambitious exploration of thematic depth. This hybrid experience blends captivating storytelling with Northern culture and science, offering a fun and educational way to understand the people and environment of the Arctic in the present times. Nanualuk offers a window into the lives of those in the Far North, building public awareness of the pressing challenges faced by a rapidly changing environmental future.
  
• Pulsations, Pavilion of France (Osaka, Japan): presented over the six-month course of Expo Osaka 2025, the main exhibition for the Pavilion of France was an immersive, multi-sensory journey exploring the interconnectedness of humanity, technology, and nature through the unifying theme of love. Designed by our studio in association with French visual artist Justine Emard, visitors move through curated spaces and a major installation, all synchronized by the pulse of light, music, interactions and media.
• Singapore Odyssea (Singapore) : launched in Summer 2025, this immersive experience is a permanent multi-sensory display charting 700 years of Singapore’s history, mythology, and maritime heritage. Navigating this full design-and-build mandate, GSM delivered on a complete transformation of the National Museum of Singapore’s Glass Rotunda into a deeply immersive narrative vessel connecting Singapore’s past, present, and future.
• Exploria (Singapore) : in a longstanding 8-year partnership with Mandai Wildlife Reserve, GSM created and produced Exploria, an immersive storytelling experience of monumental proportions. Spanning over 10,000sqm (+100,000 sq ft), it is officially Southeast Asia’s largest indoor themed attraction entirely dedicated to nature. The innovative attraction uses storytelling to bridge gaps across generations, captivating everyone from tech-savvy teens to curious adults with its large, multi-media, multi-sensory, biodiverse environments.

Reflecting on these projects, Nathanael Meyer, Partner and Head of Design, concludes: “Creating is, above all, seeking out the unprecedented. Our practice is fueled by the exploration of new media and the intersection of diverse disciplines. By weaving original narratives, we seek to bring about a genuine sense of wonder – an experience that transforms visitors and lives on in their imagination”. 

About GSM Studios

Born from the idealistic impulse of the 1960s, GSM Studios takes its name from the letters of its creative founders—Jacques Guillon, Morley Smith, and Laurent Marquart—multidisciplinary designers who helped shape the history of design in Canada. Now, GSM Studios design and produce immersive exhibitions worldwide, leveraging our multidisciplinary team’s expertise in spatial storytelling, graphic design, multimedia and interactive development. 

With over 65+ years of experience and 1,000 projects delivered in more than 120 cities worldwide, GSM Studios has teams based in Montreal, Singapore and Paris. The studio is acclaimed for its work on the observation experience at the Burj Khalifa in Dubai; the interactive exhibition Star WarsTM Identities, which has toured internationally for more than ten years; and for its collaborations with major museums including the National Museum of Singapore, the Asian Civilizations Museum, the Canadian Museum of History and Pointe-à-Callière.

Since 2022, as a member of the Humanise Collective, GSM Studios has leveraged a network of over 200 communication and business strategy professionals.