
Early-Stage Creative Technology Advisory for Immersive Experiences
CurtainUp helps creative teams and attraction developers turn ambitious immersive ideas into technically viable, scalable experiences. The show must go on, and we make sure the technology behind it can.
Creative Teams & Studios
We join creative teams early to explore what is technically possible, protect the intent of the story, and keep bold ideas buildable.
Attraction Developers & Operators
We help define technical scope, risk and budgets so immersive attractions move into delivery with clearer direction and fewer surprises.
Partners & Integrators
We shape projects upstream so system integrators and technology partners can deliver with clearer requirements and reduced complexity.
Who We
Work With
CurtainUp is an early-stage technical adviser for immersive and interactive attractions. We work with creative teams, developers and operators at concept and design stage to ensure ambitious experience ideas are technically viable, scalable and deliverable in the real world.


What We Do
CurtainUp is an early-stage technical adviser for immersive and interactive attractions. We work with creative teams, developers and operators at concept and design stage to ensure ambitious experience ideas are technically viable, scalable and deliverable in the real world.
Early-Stage
Technical Advisory
We help answer early questions like "Can this experience work at this scale?" and "What approaches are viable?" before major design and procurement decisions are locked in.
Technical Strategy
& System Thinking
We map how media, interactivity, networking and control systems should work together, highlighting complexity, risk and trade-offs between ambition, cost and operability.
Proof-of-Concept &
R&D Support
We support creative teams with targeted prototyping and tests, so ambitious ideas are proven early and refined before time and budget are heavily committed.
Team & Partner
Shaping
We help assemble the right mix of integrators, specialists and technology partners from a trusted network, giving projects the technical bench they need without adding unnecessary overhead.
Team & Partner Shaping
We help assemble the right mix of integrators, specialists and technology partners from a trusted network, giving projects the technical bench they need without adding unnecessary overhead
Why CurtainUp?
Reduce
Costs
Early involvement prevents expensive late-stage redesigns by aligning creative intent with technical reality from the start
Increase
Creativity
We're creative technologists who look for ways to say "yes, and..." to bold ideas, rather than shutting them down on technical grounds
Expert
Guidance
Independent, vendor-agnostic guidance focussed on your project's success, not technology sales
Knowledge
& Expertise
Access to a strong network of senior AV, networking and immersive system specialists we can bring in when your project needs additional expertise

Our Network
Our Team
Our team brings together creative technologists, engineers and producers who enjoy solving complex problems with simple, elegant solutions. We work collaboratively, stay close to the creative vision and draw on deep real‑world experience across immersive attractions, live events and media‑rich environments
Matt Barton

As an experienced leader and project manager, I thrive on pushing boundaries through innovation and adaptability. I channel my passion for creating extraordinary technology-driven experiences as the CEO and co-owner of CurtainUp. I also currently serve as the President of the International Board of the Themed Entertainment Association (TEA). As the former CEO and now the Chairperson and Co-Owner of 7thSense, I remain deeply connected to the business and continue to embrace our core values and mission. Our work powers some of the most immersive attractions in theme parks, planetariums, live entertainment, and visitor experiences worldwide. With an MBA specializing in technology, I’ve successfully managed and delivered complex projects across the globe. My career, spanning entertainment, technology, and business leadership, has been anything but conventional. From my early days as a circus performer to technical project management and executive roles, I’ve cultivated a broad skill set and a deep appreciation for creative leadership, technical management, and innovative development. Beyond my professional life, I’m a passionate advocate for inclusivity and accessibility in the experience industry. I volunteer as a leader for a Scout group for young people with special needs, reinforcing my commitment to creating engaging and enriching experiences for everyone.
Rich Brown

I am a Director and co-owner of CurtainUp, as well as the Chief Technology Officer and co-owner of 7thSense. With a strong foundation in C++, software engineering, pixel processing, electronic design, and computer graphics, I have led the development of advanced solutions across the AV and visualisation industries. Earlier in my career, I headed R&D teams specializing in flight simulation, where I designed custom projection hardware, image processing electronics, and high-fidelity visual display systems for training and simulation applications. Under my technical leadership, 7thSense has built a global reputation for delivering the highest quality playback—ensuring that themed attractions and experiences meet the creative vision of design teams, the technical standards of operators, and the expectations of audiences and visitors. Today, my focus is on the design and delivery of mega canvases—complex, high-resolution visual systems that leverage high-speed networking to drive synchronized playback and real-time rendering across vast arrays of projectors and displays. 7thSense is known for its innovation in managing everything from compact installations to some of the world’s largest display systems, with tools that streamline and simplify content workflows. I will be bringing this eye innovation to help projects of all sizes to CurtainUp.
Adam Neale

After an amazing ten years in the flight simulation industry designing high performance software and systems for visual display solutions, I applied my experience with Image Generators and multi-channel curved screen projection and co-founded 7thSense in 2004. With a background of striving for perfection (pilots are a tough crowd!), the goal for 7thSense was to create a Media Server product range that harnessed the ever-increasing power of standard PC hardware to provide state-of-the-art imagery to the entertainment industry at a price-point that had never been seen before. And so, Delta Media Server™ was born. I was one of the core architects and software engineers for Delta, with a focus on creating a powerful, performant and flexible 3D graphics engine based on OpenGL. Fast forward ten years and I (along with my co-founder Ian) sold 7thSense to the fantastic Management Team that was in place, the key members of which are my partners in crime at CurtainUp. The idea was that we would both take some time out to relax, which for me lasted all of a couple of months before I re-engaged with 7thSense and continued as a key member of the Technical Team, being heavily involved in hardware, software and system design. Fast forward a further ten years to the next exciting chapter in the story... CurtainUp!
FAQs
CurtainUp is an early-stage technical advisor for immersive and interactive attractions.
We work with creative teams and developers at concept and design stage to ensure ambitious experience ideas are technically viable, scalable and deliverable in the real world.
Ideally at concept stage, before detailed design or procurement decisions are made.
Early involvement allows technical complexity, integration risk and operational realities to be understood before they become costly problems.
We help teams:
· Understand what is technically possible
· Define realistic scope and budgets
· Identify hidden complexity and risk
· Test ideas through proof of concept
· Avoid late-stage redesign
Our role is to help ensure immersive experiences are designed to work-not just to look impressive on paper.
System integrators are typically engaged once a project is defined and moving toward delivery.
CurtainUp works earlier and more independently. We provide objective technical guidance before engineering begins, helping shape better decisions about what should be built and how complex it is likely to be.
We work alongside creative studios and experience designers to help ensure ideas can be realised without losing ambition.
Our role is to bring technical clarity in plain English so creative intent can evolve in ways that remain bold but deliverable.
Yes. CurtainUp collaborates across the immersive technology ecosystem but remains agnostic and independent.
This allows us to provide guidance focused on project success rather than promoting specific technologies or vendors.
CurtainUp often works alongside specialist partners.
Teq4 focusses on engineered technical solutions and integration delivery.
7thSense provides advanced media serving, show control and pixel processing technologies–as well as engineered solutions for complex media projects.
CurtainUp helps shape projects in early stages so that when partners become involved, the project as clearer scope, reduced risk and stronger alignment between creative vision and technical delivery.CurtainUp is particularly valuable on projects involving:
· Large-scale immersive environments
· Novel interaction or media systems
· Complex technical integration
· Ambitious experience design
We support attraction developers, creative studios, operators and brands exploring immersive experiences.Projects move into delivery with clearer technical direction, reduced risk and stronger confidence.
Creative ambition is preserved, but ideas are shaped in ways that improve feasibility, reliability and long-term performance.




