Our idea

An easier & better way

Geomagical Labs was founded on the simple idea that our most personal space, our home, is often so hard to furnish. For most of us, decorating a space is a complex 3D design problem that requires physically moving objects around, measuring spaces, holding swatches, and requiring the rare visual imagination. This complexity doesn't even capture the challenge of sharing your ideas with others, or of trying to do this when you're not at home.

geometric sprouting plant

An age-old problem

This challenge is not new. In 1955, home furnishing brand IKEA recognized that home buyers would benefit from services to help them plan their perfect home. Having a designer sketch out your future space was an innovative idea for 1955, but is that the right idea in 2023?

With today's rapid technology advances, we felt there should be a better, easier way.

old ikea room sketch

Guiding principles

Simple to use

Create simple & elegant digital experiences to bring your home to life.

Make ideas real

Experience & evaluate home design ideas with believable realism.

Spark the imagination

Deliver products to inspire, experiment & explore.

For everyone, everywhere

Provide free, self-service design experiences anyone can use, everywhere they go.

Our products are the result of many years of research in the field of visual AI, and will provide exciting new ways to experience IKEA products.

our products on all devices
About us

Geomagical Labs and IKEA

Geomagical Labs is proudly supported by, and dedicated to Ingka Group and its core business IKEA Retail. Working as an independent research and product lab, we bring new home experiences to the market through IKEA Retail to deliver on its mission of creating a better everyday life for everyone.

ikea bags in a photograph

Who are we?

Geomagical is a fast-growing team of researchers, futurists, engineers, and product specialists. Together, we spark with ideas and are on fire to apply them to solve real-world problems. And, we've got the breakthrough technology, think-tank methodology, and future-focused mindset to do it.

40% research Research
64% international employees International Employees
5 successful startup launches Successful Startup Launches
the team

Leadership Team

brian totty
Brian Totty CEO & Founder

Brian is an entrepreneurial leader with over twenty years of experience building successful high-growth tech startups. Before Geomagical Labs, Brian led two startup R&D teams through IPO. Formally trained in high-performance computing, AI & 3D graphics, Brian loves to tackle problems that are nearly impossible and leading teams on the journey to deliver breakthrough products.

paul gauthier
Paul Gauthier VP Engineering

Paul is an inventor and builder of pioneering technology. Before Geomagical Labs, Paul was co-founder and CTO of Inktomi, co-founder and CTO of local search startup Ludic Labs (acquired by Groupon), and CTO at Groupon. Paul loves to take on big challenges, and is uniquely gifted at simplifying the complex.

phil guindi
Phil Guindi VP Product

Phil is an accomplished product leader. Prior to Geomagical Labs, Phil was head of product on Adobe Illustrator, and e-commerce logistics startup Shipwire (acquired by Ingram Micro). Phil loves delighting customers with amazing product experiences.