Pinnacle buys Dallas design agency 900lbs to launch interactive studio
What's the deal? Oregon-based PinnacleDealroom has a profile for this one. Try Dealroom → has acquired Dallas experiential design agency 900lbs of Creative LLCDealroom has a profile for this one. Try Dealroom →, the companies announced this week. Terms were not disclosed. The deal creates a new interactive studio within Pinnacle.
Who does what? Founded in 2010, 900lbsDealroom has a profile for this one. Try Dealroom → combines emerging technologies, software, and visual content for clients including Capital OneDealroom has a profile for this one. Try Dealroom →, PepsiCoDealroom has a profile for this one. Try Dealroom →, the Dallas Cowboys, Red BullDealroom has a profile for this one. Try Dealroom →, and Amazon Web Services (AWS)Dealroom has a profile for this one. Try Dealroom →. Pinnacle, founded in 1998 near Portland, builds branded experiences for clients such as Microsoft, AdobeDealroom has a profile for this one. Try Dealroom →, PlayStation, Pokémon, Walmart, and Canon Medical.
The key hire: 900lbs founder and chief executive officer Steve Deitz will lead the new studio as vice president, interactive, reporting to Pinnacle chief technology officer Chris Etzel. People and projects from 900lbs will continue under the Pinnacle brand.
Why it matters: The move pairs two firms that build physical and digital experiences. 900lbs recently helped light up the Washington Monument with a 250th birthday projection display; Pinnacle has turned Sam's Club parking lots into holiday train stations and built an esports lounge for Dell's Alienware.
What they're saying: "We're inventors to the core; we love to solve problems and bring new ideas into the world," Deitz said in a statement. "Joining Pinnacle gives us a bigger stage to do that work."
Pinnacle chief executive officer Brad Hogan said 900lbs' "strengths live at the intersection of beautiful visuals, compelling narratives and interactive emerging technologies."
The signal: Experiential agencies are consolidating creative and technical talent under one roof as clients demand work that blends live events, software, and emerging tech. Pinnacle gains a Dallas foothold and a specialist team to widen its geographic and technical reach.
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Image credit: TheJasonCroftShow
