A bold new player has entered the global experience arena. Populate Group, founded by industry leader Joshua Murton, has officially launched with offices in the UK and Middle East, aiming to set a new benchmark in the creation of intelligent and immersive experiential environments.
Populate blends architectural expertise with cutting-edge digital technology and content design, addressing a critical gap in the market for a company that can both design and deliver technically robust, large-scale permanent and temporary immersive experiences. With global demand rising for experiences that are both emotionally resonant, and technologically sophisticated, Populate positions itself as the industry’s next powerhouse; with an end-to-end offering, delivering across brand homes, museums, and immersive visitor spaces.
“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, even more so, given the huge surge in demand that we are seeing for permanent brand homes” said Joshua Murton, Founder & CEO. “Populate is here to bridge that gap, and deliver experiences that are not only groundbreaking, but also operationally sound, compliant, and future-proofed.”
A Leadership Team of Heavyweights
Populate’s ambition is underpinned by a hand-picked leadership team of industry experts:
Charlie Hepburn, Chief Growth Officer – Former founder of a Top 50 C&IT Brand Experience agency, and named in the top 100 most influential people in the events industry, Charlie has helped shape some of the industry’s most innovative global experience brands for over 20 years.
Tobie Anderson, Executive Creative Director – Having led Pico’s Permanent Museum team, and with a career spanning over 15+ years with the likes of Jack Morton Worldwide, Gallagher Associates, CDI World and Portland, Tobie has delivered museums galleries, permanent exhibition spaces, and immersive brand environments globally.
Tony McKenzie, Head of Client Services – Over 25 years in the design and technology sectors. Tony has held leadership positions in multi award-winning technology companies, delivering enterprise software and immersive interactives globally, for some of the world’s largest blue-chip brands.
A Track Record of Global Impact
Before founding Populate, Murton held senior roles at Imagination and Identity Global, leading award-winning 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.
This international experience laid the foundation for Populate’s approach: combining architectural precision, digital innovation, and immersive narratives, to deliver projects for both temporary and permanent environments.
Rapid Growth and Global Footprint
Since its summer 2025 launch, Populate has already achieved:
● Strategic platform acquisitions accelerating capabilities, and ensuring infrastructure is in place to deliver large scale project delivery from the outset.
● Proven delivery already this year with a number of impressive international projects across the UK, Riyadh and Dubai.
● Major new project wins with a number of leading global clients.
● New offices in London, and Dubai, with operational bases in Riyadh and Barcelona, and partnerships in the USA and Asia to serve international markets.
“We’re not just building experiences; we’re building an ecosystem of expertise,” added 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.”
