LET US TKE YOU
N A JOURNEY
We make worlds people step inside. Not art exhibitions. Not passive shows. Places where the story is everywhere — walls, floor, ceiling — and you're in the middle of it.
We believe the most powerful thing technology can do is bring people together in the same room, at the same time, and make them feel something they couldn't feel alone. That's what we build. That's all we build.
Who
are we?
We’re misfits. We’ve been an ad agency, a game developer, a VR film studio, an innovation lab — and we’ve won Emmys, a Peabody, Webbys, Cannes Lions doing all of it. None of it felt like home.
Then we built a 13,500-square-foot immersive venue in a 19th-century cellar and put a hundred people inside a story. That felt right. We don’t fit in a box. But we’re extraordinarily good at building rooms that feel like other worlds — and filling them with people who don’t want to leave.
How it
started
the digital shift
In 2008 we were a small group of digital artists working out of a borrowed basement, convinced that technology could do something more interesting than sell things. We made websites, games, apps — whatever let us experiment. Somewhere along the way, those experiments won us two Emmys, a Peabody, and a handful of Webbys.
We weren’t trying to build an award-winning studio. We were trying to build things that felt alive. The awards were a side effect of that obsession.
navigating
change
the entertainment era
Then in 2016 we joined eOne, a music, film, and TV producer and distributor. This allowed us to collaborate with some of the most talented makers in the entertainment industry and opened our eyes to the world of creating our own original content.
A few short years later eOne was acquired by Hasbro, a global branded entertainment leader. It felt like we were a big fish that had been swallowed by a shark that was now inside the belly of a whale. We struggled to find our footing as a small part of this much larger thing. Then in 2022 Hasbro/eOne decided it was going to divest from a number of our areas of focus. There were still great ideas we only just scratched the surface of that we just couldn’t let go. So a small group of us successfully brokered a deal to buy back some of those ideas and our name, Secret Location.
finding
our voice
hard reset
In 2022 we bought our name back. That sentence sounds simple. It wasn’t.
We had one clear idea: stop making things inside other people’s visions. Build something of our own — original shows, original worlds, original IP. We opened Canada’s first permanent immersive venue, created four original productions, and put them in front of hundreds of thousands of people across four countries. We’re just getting started.
news highlights
Toronto Blogs: What to do in Toronto this weekend May 10-12, 2024
Experience the magic of imagination brought to life in this captivating cinematic journey that combines the nostalgic delight of Lite-Brite with the cutting-edge immersive technology of Illuminarium.
Urban Toronto: Illuminarium in the Distillery District Opens Immersive Lite-Brite Show
Visitors then step into a larger room, where the walls are lined with large, segmented panels, each serving as a dynamic screen that hosts the vivid, pixelated animations integral to the experience.
To Do Canada: Fun Things to Do in Toronto & GTA With Kids
Experience the magic of imagination brought to life in this captivating cinematic journey that combines the nostalgic delight of Lite-Brite with the cutting-edge immersive technology of Illuminarium.
Partners we’ve
made along the way.
If you’re interested in working with us on a project, investment, co-production, licensing, distribution, or a strategic partnership, we’d love to hear from you.
