WE IMAGINE WORLDS, DESIGN EXPERIENCES, & INSPIRE WONDER!
Who We Are
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Overture was founded when Victor Armstrong and Marlies Urbauer joined creative forces to pursue a shared vision: a multidisciplinary practice where imagination, storytelling, and craftsmanship work as one.
What began as a collaboration quickly evolved into a studio dedicated to shaping experiential environments that inspire wonder and create lasting memories around the world.
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Space is not something you visit but something you remember. That belief shapes how we work, uniting creative vision and technical precision from the very first idea to the very last detail.
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Everything we create is guided by three principles.
Imagination
Craftsmanship
Transformation
Where We Work
Our work spans the full spectrum of experiential design, from intimate spaces to large-scale immersive destinations around the world!
Multi-Sensory Experiences
We design immersive environments that engage sight, sound, space, and emotion in equal measure, creating experiences where perception itself becomes part of the story.
Museums & Historical Experiences
We use interpretive principles and visual communication to preserve stories and deepen visitor connection, from natural history to cultural heritage.
Educational & STEAM Experiences
Through inquiry-driven design and storytelling we aim to spark curiosity and make learning feel engaging, approachable and genuinely fun!
Zoological Preserves & Aquariums
Working with zoologists and habitat specialists, we design experiences that put animals first and help visitors connect with the living world.
(AZA-accredited projects only.)
Theme Parks & Waterparks
We design atmospheric, story-minded environments where every land, every space, and every corner of a park feels imaginative, connected, and alive!
Rides & Attractions
We work in one of experiential design's most unique art forms, translating narrative into physically and emotionally engaging experiences from start to finish.
IP & Franchise Integration
Iconic worlds deserve careful stewardship. We shape spaces that honor the stories fans know while creating room for fresh, meaningful additions to a franchise.
Family Entertainment Centers (FEC’s)
We focus on compact play systems, strategic layouts and story driven environments that’ll make your FEC experience unforgettably fun for all ages.
Retail, Dining & Entertainment (RD&E)
We shape RD&E spaces around the rhythm of the guest experience, developing environments that feel cohesive and purposeful.
Resorts, Hotels & Lodging (Hospitality)
We create hospitality environments that feel lived in, layered, and story-rich, transforming stays into lasting memories.
Brand & Cultural Experiences
We approach brand and cultural experiences with the same tools we bring to every project, using story to create spaces where identity is experienced rather than displayed.
The Experimental
Now some projects do not begin with a category or a brief. We collaborate with visionary partners to shape experiences that are defined by imagination, exploration, and the possibilities of the unknown…
“An Overture is the moment a world begins, where themes are introduced and carried through every experience that follows.”
Creative Development
Whether starting from a blank page or stepping in midstream, our creative expertise allows us to engage at every phase, providing leadership and story-driven continuity throughout.
Concept
Imagining the Impossible!
Blue Sky Exploration & Conceptual Visioning
Narrative & Experiential Frameworks
Site Analysis & Strategic Positioning
Research & Experimentation
Design
Developing the Unexpected!
Concept Design
Schematic Design Development
Detailed Design Development
Final Production-Ready Artwork
Direction
Inspire the Unforgettable!
Creative Leadership
Production Art Direction
On-Site Art Direction
Creative Intent Reviews & Approvals
Creative Intent Stewardship through Value Engineering
How We Work - The Overture Process?
Our Creative Process
The Balance between Tradition & Innovation
Creative and Technical Collaboration
