Apelab is a production studio specialized in interactive storytelling for virtual reality and mobile devices. Their focus is on creating accessible and engaging user experiences through compelling storyworlds and innovative gameplays.

Early history

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.

After that

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.

Apart from Sequenced, apelab has been developing a variety of interactive projects including games for museums and exhibitions, interactive scenography for theater plays, and recently collaborating with Google on their platform Project Tango with ‘Break a Leg’, a game available on Google Play.

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apelab SARL
Rte des Acacias 43
Les Acacias (GE)
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